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GAME ON – The Online Marketing Playbook for Attorneys

Avvo, Inc. Confidential - ©2012

Purpose of Today’s Webinar:

Give you a framework for building a marketing strategy.

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Strategies & Tactics We’ll Cover Today:

1. Define Your Marketing Objectives

2. Define Your Target Audience

3. Make Your Website Effective

4. Pick the Right Marketing Channels

5. Set Up an Effective Lead Management

Program

How to:

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We Will Email This to You

Define Your Objectives & Your Target Audience

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What Are Your Marketing Objectives?

To grow my practice by 10%

Generate leads during slow periods

To build my brand

Generate more referrals from other attorneys

More efficiently generate new clients

Take business from the competition

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What Is Your Budget?

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Who Is Your Primary Target?

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Questions to Help Define Target Audience:

1. What are their demographics?

2. What are their primary needs?

3. Other factors/concerns at play?

4. How do they find professionals?

Make Sure Your Website is Effective

-Design, Content, Mobile,

Search

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Great design

Easy to use

Solid architecture

Great Design is Visually Appealing

1

2

3

1

3

2 4

Make Sure Your Website is Effective

-Content

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Content Speaks to Audience

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• Guardianship

• Conservatorshi

p

• Marriage

dissolution

• Adoption

• Minnesota

Include Top Keywords in Content

Make Sure Your Website is Effective

-Mobile

30%of website traffic is mobile

61%of mobile searches end in a call

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Optimize for Mobile – “Responsive Design”

• Works on all devices• Optimized for calls• Easy to read• Simplified navigation• Limited vertical

scrolling

Make Sure Your Website is Effective

-Organic Search (SEO)

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Optimize for Search

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2 Parts to Optimizing for Organic Search:

Onsite Offsite

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Onsite – Your Website is Well Built

1. Page content -> target keyword list

2. Site architecture – “header/title tags”

3. Site speed

4. Alt text for images

5. Link Text

Matt Legal Services - Minnesota Guardianship and Family Law Attorney

Good: 5 reasons to fight a speeding ticketBad: Click here for 5 reasons to fight a speeding ticket

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Offsite – Validated by Others

1. Links from other sites

• Associations & organizations• High quality resources like Avvo• Blogs & news media

2. Link Text matters here, too

Do not buy links!

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Mid-Sized Chicago Law Firm

Pick the Right Marketing Channels

You have to be in Google search.

After that, choose wisely.

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Optimize for Search

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“Authorship Rich Snippet”

“Knowledge Graph”

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What the Heck is the Difference???

Google Places Google+ (for Business)

Combined = Google+ Local

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Google Places

www.google.com/business/placesforbusiness/

1. Fill out basic information about your practice

2. Verify that your are the owner/adminstrator

3. Build out your listing

4. Integrate Google+, start with AdWords

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Google+ for Business/Local

www.google.com/+/business/

1. Set up a Google+ profile

• Add your site & blog to “Contributor to” section

2. Add G+ code to your site to tie it to your G+

profile

3. Post something to your G+ profile every 72

hours

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Optimize for Search

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Paid Search: Google AdWords

Pick the Right Marketing Channels

-YouTube/Video

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Video is Not Crazy Expensive…

• $500 HD camcorder

• $50 tripod

• $100 lapel microphone

• $500 lighting

Total: $1150

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Other Social Media

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G+ and “Authorship Rich Snippets”

1. Set up a Google+ profile

• Add your site & blog to “Contributor to” section

2. Add G+ code to your site to tie it to your G+

profile

3. Post something to your G+ profile every 72

hours

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Local directories – there are hundreds…

1. Do it yourself

2. Use a service like Yext

3. Website provider like Avvo

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Measure Actual Results. Don’t Guess.

Have a really good lead management &

follow up system

Likelihood of connecting with a lead decreases 10X after 5 minutes

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Do NOT Let Leads Sit

1. Get notified the minute a lead comes in

2. Acknowledge email or form leads with “Auto-Responders”

3. Track the status of every lead

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Auto-Responder Template in Avvo Ignite

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Lead Management in Avvo Ignite

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Have a Process for Getting Reviews

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Special Offer

50% off your first 3 months - $300 savings

Email: leigh@avvo.com

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My Contact Info

• leigh@avvo.com• linkedin/lmcmillan• @leighmcm

Thank you!Questions?