Internet marketing intro for law firms v3

20
Internet/Digital Marketing in 2010-2011 For NACA Members December 8, 2010 Presented by Gary Levine, WSI [email protected] 703.286.7095 www.WSIWebMark.com NACA December 8, 2010 1

description

 

Transcript of Internet marketing intro for law firms v3

Page 1: Internet marketing intro for law firms v3

1

Internet/DigitalMarketing in 2010-2011

For NACA Members

December 8, 2010Presented by Gary Levine, WSI

[email protected]

www.WSIWebMark.com

NACA December 8, 2010

Page 2: Internet marketing intro for law firms v3

2

• Who are we?• A case for online marketing: Where’s the ROI?• The progression of an online presence• Online presence components• What you need to do:– Build Foundation– Get Visitors– Build Community, Online Reputation

• Planning

Agenda

NACA December 8, 2010

Page 3: Internet marketing intro for law firms v3

3

• Internet and Digital Marketing Consulting• In over 80 countries– Generating Leads– Expanding Brand and Reputation– Developing Community and Relationships

WSI: Who are we?

NACA December 8, 2010

Page 4: Internet marketing intro for law firms v3

4

• Return on Investment (ROI)– New clients or cases– Credibility, reputation– Relationship, community, intangibles

• What to think about– If a type of case or client is worth $X, is it worth

spending $Y (or hours) to get it?– How much should you spend on a website?– Why spend anything on a site no one will see?

Why Are You Here?

NACA December 8, 2010

Page 5: Internet marketing intro for law firms v3

5

Where is ROI?

NACA December 8, 2010

Page 6: Internet marketing intro for law firms v3

6

Online Presence Progression

Website and Metrics Foundation

Driving and Converting Traffic

Community and Brand Building

Goals & Strategy

NACA December 8, 2010

Page 7: Internet marketing intro for law firms v3

7

Website&

Metrics

Local Listings&

Directories

Advertising (PPC, Banner)

SEOBlog

&eMail

Social MediaProfiles,

Online Rep.

The Components of Online Presence

Foundation

NACA December 8, 2010

Page 8: Internet marketing intro for law firms v3

8

• The Foundation– Build, or Review & Improve Your Website– Implement Analytics

• Get Visitors– Search Advertising (PPC)– Banner Ads, Directories– SEO

• Interact & Communicate– eMail Marketing/Blog– Social Profiles and Pages– Client Ratings

Getting Started

NACA December 8, 2010

Page 9: Internet marketing intro for law firms v3

9

Foundation: Review and Improve Your Site

• 92% of people research online• 17% of site visitors will leave in less than 4 seconds• Those that stay only read 20% of your content• Communicate problems you solve in terms prospective clients relate to

quickly• Then build credibility

NACA December 8, 2010

Page 10: Internet marketing intro for law firms v3

10

• Learn where/how visitors find and use your site• Free at http://www.google.com/analytics

– (You will need your web developer add the tracking scripts to your site)

Foundation: Analytics to Measure and Assess

NACA December 8, 2010

Page 11: Internet marketing intro for law firms v3

11

Getting Visitors: The “SERP”*

Paid Search

Local Listings

Organic Search

NACA December 8, 2010 *”SERP” - Search Engine Results Page

Page 12: Internet marketing intro for law firms v3

12

Getting Visitors: Local (Google Places)

• Local listings are very visible on Google, and they’re free!• Go to http://www.google.com/places and create it OR…• Search your address, and “claim” your listing• Solicit client ratings

NACA December 8, 2010

Page 13: Internet marketing intro for law firms v3

13

Getting Visitors: Paid Search Advertising• Pay Per Click (PPC)• Use Google AdWords• Need to setup:– Keywords– Geography– Ad Copy– Landing Page– Budget

NACA December 8, 2010

Page 14: Internet marketing intro for law firms v3

14

Getting Visitors: Organic Search• Search Engine Optimization (SEO)– Highest Credibility with searchers– Requires: relevant content, construction with

“best practices”, incoming links from other sites

NACA December 8, 2010

Page 15: Internet marketing intro for law firms v3

15

• Content Ads

• Directories

Getting Visitors: Other Advertising

NACA December 8, 2010

Page 16: Internet marketing intro for law firms v3

16

Build Community: Blog, eMail

• Write a blog or newsletter• Post to LinkedIn and your website

NACA December 8, 2010

Page 17: Internet marketing intro for law firms v3

17

• Build LinkedIn reputation: profile & answers• Do “ORM” (online reputation management)

Build Community: Social Profiles, Discussions

NACA December 8, 2010

Page 18: Internet marketing intro for law firms v3

18

IDENTIFY YOUR MARKETING GOAL

Lead Generation

Credibility & Brand awareness

Customer Communication

CHOOSE THE RIGHT ONLINE High Priority

MARKETING TACTICS Med Priority

Low Priority

PPC (Pay Per Click)

Paid search marketing

SEO (Search Engine Optimization)

Site copy, meta tags, site architecture

Content Marketing

Content blueprint, copywriting

Social Media

Blogs, LinkedIn, Facebook, Twitter, YouTube, Flickr

Email Marketing

Campaign plan, & blueprint

Digital Marketing Strategy Mix

1

2

Pull it Together

1

2

3

SOLIDIFY YOUR FOUNDATION

NACA December 8, 2010

Page 19: Internet marketing intro for law firms v3

19

• Know your ROI• Create/Shore-up the Foundation• Generate Traffic• Interact with Community• Build Your “Brand” Reputation

Summary

NACA December 8, 2010

Page 20: Internet marketing intro for law firms v3

20

Q&A

NACA December 8, 2010

Gary Levine, [email protected]

703.286.7095www.WSIWebMark.com

Special Offer for NACA Webinar Attendees:Contact us by 12/18/2010, we will setup and install Google Analytics on your site for $75.00. Note: we will need FTP or administrative access to your site.