lawyer's guide to effective internet marketing

The Lawyer’s Guide to

Effective Internet Marketing

What You MUST Know to Profit

from Being Online

November 20, 2015

Your Presenters

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Chris Dreyer AttorneyRankings.org

AttorneyRankings.com

Bill Jawitz SuccessTrackESQ

SuccessTrackESQ.com

Megan Hargroder Conversations, LLC

Conversations.be

Felice Duffy, ESQ Duffy Law, LLC

DuffyLawCT.com

Program Outline

Part One – The Basics of

Internet Marketing

Part Two– Getting Meaningful

Reports & ROI

Part Three – Understanding

Your Contracts

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Handouts and Goal

• Rip-Off Prevention Guide

• Local SEO Guide

• Social Media Guide

Goal: to understand enough to

invest $ and time wisely

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PART ONE

The Basics of

Internet

Marketing

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Internet Marketing Defined

Coordinated activities that take

place on the Web, by email, or

via mobile device designed to:

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Internet Marketing Defined

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ROI: Return on Investment

Value Received for $ Spent

• Increased inquiries and matters

• Case/matter $ value

• Reputational/Brand/Referral value

• Takes work to track and analyze

Would you spend $15K to bring in

$50K?

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Ethics

• Solicitation, endorsements,

disclaimers, contact forms,

mandatory reporting

• Truthfulness and Disclaimers

• Rules & Comments

• ALI-CLE course TSXJ01 Legal Ethics

and Social Media: Advertising,

Communications, and Other Traps

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Why It’s So Challenging

1. Fast-Changing

2. Time-Consuming

& Labor Intensive

3. Expensive

4. Aggressive Sales People

5. Complex

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Four Top-Level Terms

1. SEO: Search Engine

Optimization:

Techniques that create

“organic” visibility for your

website

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2. SEM: Search Engine Marketing:

Paid advertising (e.g., pay-per-

click, banner/context ads) to

appear in search results or on

targeted websites and social

media sites

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3. Social Media

Web-based platforms

that allow the sharing

(and forwarding)

of user-generated

content

YouTube

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4. SMM: Social Media Marketing:

Organic activities that increase

your social media visibility

Paid activities that get you in

front of specific audiences

(ads or promoted/boosted posts)

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www.VeteransDisabilityInfo.com

http://www.veteransdisabilityinfo.com/

Key Elements Overview

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Local SEO

Paid Ads

Email Marketing & List Development

Backlinks Directories

Local SEO

Paid Ads



• New Added Regularly • Relevant Information • Engaging Voice • Keyword Targeted

Content

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Local SEO

Paid Ads



• User Experience • Persuasive Path • Calls to Action • Conversion

Website

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Local SEO

Paid Ads



• List Building / TOMA • Quality Content • Open & Click Rates

Email List

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Local SEO

Paid Ads



• List Building • Quality Content • Open & Click Rates

• Build Visibility • Quality Content • Build Connections • Track

Social Media

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Local SEO

Paid Ads



• Channels • Content • Management • Budget

Paid Ads

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Local SEO

Paid Ads



• Custom Reports • Objective-Driven • Comparative Data • Rip-Off Guide

Analytics

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Local SEO

Paid Ads



• Increasingly Critical • Responsive Site Design • Click to Call • Google+

Mobile

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Local SEO

Paid Ads



• Google Local/Maps • Citations • NAP Consistency • Reviews

Local SEO

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Local SEO

Paid Ads



• Quality • High Link Authority • Incremental growth

Backlinks

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Local SEO

Paid Ads



• Free • Paid • (Avvo, Lawyers.com • YP, FindLaw)

Directory Listings

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Local SEO

Paid Ads



Track Key Elements

ALL of these are trackable

and reportable!

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www.DuffyLawCT.com

http://www.duffylawct.com/

PART TWO

Getting

Meaningful

Reports

and ROI

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How To Get Meaningful

Reports

1. Specific Biz Goals

2. Baseline data

3. Actions (# of items such

as links, posts, citations, tweets)

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How To Get Meaningful

Reports

4. Period-to-period data

5. Explanation

6. Recommendations

7. Repeat 2-6 (include #1 2-3x/yr)

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Essential Metrics for Each

Reporting Period

1. SERP rankings (search engine results page)

2. Granular traffic and sources

3. Log of actions taken

4. New backlinks & keyword data

5. Contact data (forms, phone, newsL)

6. Conversion data

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Measuring ROI

Customized Google Analytics

1. Traffic data (organic

and paid)

2. Contacts made

3. Conversions

4. See Lawyer’s Guide

article

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PART THREE

Understanding

Your Contract

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Understand Your Contract

Ownership/Control

• Domain name

• Hosting / SM accounts

• Site code / Analytics

• Text and Images (e.g., West, User, Custom)

• Third-party apps / tools

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What are you paying for?

• Hosting

• One-time design/build

• Updates

• Ongoing SEO / Social Media

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Clarify Vague Language &

Get Numbers

• “Ongoing” SEO updates “as

needed” (“Frontloading” myth)

• How many of each activity

described

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Buyer Beware

• Directories & Lead Generation

• SEO Promises

• Speak with firms like

yours for references

• Track results independently

via Google Analytics

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Typical IM Budgets

• All marketing: 3-5% of gross revenue

• $5-80K for site/social media startup

• $1-10K/mo support/reporting

• Paid search:

• Ad spend $50 to 10K+/mo

• Campaign management $400 – 4K

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Who Should Do / Manage

the Work?

• Strategy and

set-up by experts

• VA’s and

marketing agency

• In-house staff

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Attorney Rankings &

Conversations, LLC

• www.AttorneyRankings.org

• www.NewOrleansSocialMedia

Consulting.com/social-media-

for-lawyers/

http://www.attorneyrankings.org/

http://www.neworleanssocialmediaconsulting.com/social-media-for-lawyers/








Questions?

Requests for specific info?

Practice area strategy?

Internet marketing audit?

[email protected]

203.876.8999

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