Internet marketing intro for law firms v3
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Transcript of Internet marketing intro for law firms v3
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Internet/DigitalMarketing in 2010-2011
For NACA Members
December 8, 2010Presented by Gary Levine, WSI
www.WSIWebMark.com
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• 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
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• Internet and Digital Marketing Consulting• In over 80 countries– Generating Leads– Expanding Brand and Reputation– Developing Community and Relationships
WSI: Who are we?
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• 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?
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Where is ROI?
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Online Presence Progression
Website and Metrics Foundation
Driving and Converting Traffic
Community and Brand Building
Goals & Strategy
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Website&
Metrics
Local Listings&
Directories
Advertising (PPC, Banner)
SEOBlog
Social MediaProfiles,
Online Rep.
The Components of Online Presence
Foundation
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• 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
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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
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• 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
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Getting Visitors: The “SERP”*
Paid Search
Local Listings
Organic Search
NACA December 8, 2010 *”SERP” - Search Engine Results Page
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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
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Getting Visitors: Paid Search Advertising• Pay Per Click (PPC)• Use Google AdWords• Need to setup:– Keywords– Geography– Ad Copy– Landing Page– Budget
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Getting Visitors: Organic Search• Search Engine Optimization (SEO)– Highest Credibility with searchers– Requires: relevant content, construction with
“best practices”, incoming links from other sites
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• Content Ads
• Directories
Getting Visitors: Other Advertising
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Build Community: Blog, eMail
• Write a blog or newsletter• Post to LinkedIn and your website
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• Build LinkedIn reputation: profile & answers• Do “ORM” (online reputation management)
Build Community: Social Profiles, Discussions
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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
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Pull it Together
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SOLIDIFY YOUR FOUNDATION
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• Know your ROI• Create/Shore-up the Foundation• Generate Traffic• Interact with Community• Build Your “Brand” Reputation
Summary
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Q&A
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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.