Ethical, Effective Marketing Techniques for

2014 and Beyond

Primerus Spring Conference 2014

Survive and Thrive Online…

No Matter What Google Does Next

How Do People Contact Law Firm Websites?

83,443 Total Calls, 15427

Live Chat, 14541

Contact Page, 5302

Lead Calls, 2884

Mini Forms, 12653

Newsletter Request, 336

Offer Downloads,

28937

1. Actively Manage Your Marketing 2. Create Amazing Content 3. Free Website Offers 4. Market to Your List 5. Embrace Authorship and Schema 6. Optimize for Mobile 7. Clean up your Local Search Profile 8. Implement a Review Strategy 9. Harness Social Media 10. Measure and Test!

Actively Manage Your Marketing • Be actively involved • No time? Hire a marketing director • Outsource to TRUSTED providers • Don’t demand page 1 results at any

cost • Invest in the long-term • Focus on your BRAND, not your

rankings

Content is Still KING

• Make it RELEVANT • Make it GOOD • Answer a SPECIFIC question better

than anyone else • Don’t focus on the amount of content • Speak DIRECTLY to your Perfect Client • Position yourself as an expert • Post on websites that rank well

You Are The Expert

Make you and your team available to your writer. Regularly.

Then read what your writer creates. Always.

FAQs

Your clients ask you questions. Answer them online.

Note: One sentence does not an answer make.

Video FAQs

Answer a specific question on camera, transcribe, get on your

site and YouTube.

YouTube is still the #2 search engine!

Commenting on Local or National News

• Offer your expertise / opinion about the story

• Relate it back to your area of expertise • Highlight similar cases you’ve handled • Time is of the essence for breaking news!

Case Results

Tell a story. No legalese.

Note: You can keep names and details confidential. Focus on the story, the emotion, how you helped.

Video Testimonials

When happy clients leave your office, video them!

Use other people’s words to tell how great you are! Transcribe the

video & edit for content. Get these on YouTube!

Scholarships

• Sponsor a college scholarship • Create a page on your site that talks about it

• A second page when the scholarship is awarded • Let local media know and help spread the word,

then cover the award

Spread brand awareness and attract links from high-schools, universities, private schools, scholarship directories

“Ego Bait” Interviews

Reach out to local celebrities, respected professionals, community advocates

Example: a divorce lawyer can profile people who help after a divorce. Tax advisor, personal trainer, plastic surgeon, daycare

provider, etc.

“Ego Bait” Interviews

• Can you relate their expertise / passion back to your services?

• Ask if you can interview them for your website • Write a page about them, with pictures, send

them the link.

Let them help link build for you and spread brand awareness!

“Ego Bait” Interviews

Profile your clients, let them tell their story. Include pictures!

Send them the link to the story, let them share it with their friends

and family!

Create a Local Media List

Research your local market – newspapers, radio, magazines, local websites

• Create a contact list • Include the type of content they publish • As news breaks or an interesting case

develops, offer content to local outlets • Focus on how you can help them

Enhance your content with real, branded photos instead of stock

imagery

Stock imagery is boring and too perfect. Tests have shown landing page conversion

improvements of 45% with branded images.

http://visualwebsiteoptimizer.com/split-testing-blog/stock-photos-reduce-conversions/

Search engines have over 30 trillion pages to sift through. Why should your website matter?

Free Offers

35% of all contacts

Free Gender focused

“Secrets” Niched

Bumper Stickers Coloring Books

Biggest Mistakes

Lists (5 biggest mistakes)

Physical Offers

Get full mailing address, use for

snail mail marketing.

Download offers

Limit required fields to encourage more contacts. Use email address for online

marketing.

Market to Your List!

Email and Print Newsletters

Email Follow-up Campaigns

You pay for each lead to your website – USE THEM!

E-Newsletter

• Collect contact email addresses, add to newsletter mailing list

• Create weekly, biweekly, or monthly newsletter

E-Newsletter

• Increase in return visitors • Longer time on site • More pages per visit • Lower bounce rate

Drip Campaigns

Use a system to send customized email drip campaigns for EVERY type of contact.

Drip Campaigns

• How long to run the campaign • Frequency of contact • How many emails to send • Mix it up with postcards, letters

Include links BACK TO YOUR

WEBSITE

Track newsletter and drip campaign

clicks in Google Analytics

Embrace Authorship and Schema

Optimize for Mobile

• How are visitors finding your site? • View your site on a tablet and mobile • Site easy to navigate? • Content easy to read? • Can mobile visitors easily find your

address, phone number, directions? • How do mobile visitors use your site?

Clean Up Your Local Search Profile

A “citation” is a mention of your business name or

address anywhere online. It may or may not include

a link back to your business.

Your Goal is a Consistent NAP:

• Name

• Address

• Phone Number

Create & Sustain a REVIEW STRATEGY • Reviews are used by Google and Bing • Review stars show in the search

results • Reviews influence your potential

clients

Harness Social Media – a “TRUST signal”

• Develop a strategy for each outlet • Put the “social” in Social Media • Test content – what engages users? • Encourage current and past clients to

follow you on social media • Test ads, boosting posts, etc.

Harness Social Media – a “TRUST signal”

• Share links, content, pictures from others – social is about SHARING, not about hogging the stage

• Don’t be too eager to promote yourself. If you get a question, try to answer it without selling

• Be choosy about the content you share from your website – is it interesting, helpful, engaging?

• Share details about your employees, charity outreach, testimonials from other clients

• Share details of special events (no special events? Get on it!)

• Like and follow other local businesses!

Social Media Sites to Use

Google+ • Google+ Personal for Authorship • Google+ Business for Social and Publisher Authority • Google+ Local for Reviews Facebook • Facebook Business Account Twitter (trends, soundbites, retweets) YouTube (the “long tail keyword killer”) FourSquare / Yelp (reviews, check-ins, geolocation) LinkedIn for Business (B2B can be a referral source)

Measure and Test

Do more of what works, less of what doesn’t

… … …

Questions?