Avvo Webinar: Working on the Web -- Delivering Legal Services Online
Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys
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Avvo, Inc. Confidential - ©2012 GAME ON – The Online Marketing Playbook for Attorneys
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Today, thanks to rapid advances in technology and increased competition from purported do-it-yourself legal websites, the legal profession has had to step up its marketing game. As their online habits have become more involved and sophisticated, your prospective clients have come to expect more from firms like yours. How do you reach them more effectively? How and where do you communicate your expertise to them? And how do you keep track of interactions with them once they’ve connected with you?
Transcript of Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys
Avvo, Inc. Confidential - ©2012
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.
Avvo, Inc. Confidential - ©2012
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
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2
3
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3
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Make Sure Your Website is Effective
-Content
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Content Speaks to Audience
Avvo, Inc. Confidential - ©2012
• 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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Avvo, Inc. Confidential - ©2012
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
Avvo, Inc. Confidential - ©2012
Avvo, Inc. Confidential - ©2012
Avvo, Inc. Confidential - ©2012
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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