Download - Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys

Avvo, Inc. Confidential - ©2012

GAME ON – The Online Marketing Playbook for Attorneys


Purpose of Today’s Webinar:

Give you a framework for building a marketing strategy.


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:


We Will Email This to You

Define Your Objectives & Your Target Audience


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


What Is Your Budget?


Who Is Your Primary Target?


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


Great design

Easy to use

Solid architecture

Great Design is Visually Appealing

1

2

3

1

3

2 4


-Content


Content Speaks to Audience


• Guardianship

• Conservatorshi

p

• Marriage

dissolution

• Adoption

• Minnesota

Include Top Keywords in Content


-Mobile

30%of website traffic is mobile

61%of mobile searches end in a call


Optimize for Mobile – “Responsive Design”

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

scrolling


-Organic Search (SEO)


Optimize for Search


2 Parts to Optimizing for Organic Search:

Onsite Offsite


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


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!


Mid-Sized Chicago Law Firm

Pick the Right Marketing Channels

You have to be in Google search.

After that, choose wisely.


Optimize for Search


“Authorship Rich Snippet”

“Knowledge Graph”


What the Heck is the Difference???

Google Places Google+ (for Business)

Combined = Google+ Local


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


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


Optimize for Search


Paid Search: Google AdWords

Pick the Right Marketing Channels

-YouTube/Video


Video is Not Crazy Expensive…

• $500 HD camcorder

• $50 tripod

• $100 lapel microphone

• $500 lighting

Total: $1150


Other Social Media


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


Local directories – there are hundreds…

1. Do it yourself

2. Use a service like Yext

3. Website provider like Avvo


Measure Actual Results. Don’t Guess.

Have a really good lead management &

follow up system

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wTbr2VgxNL1HYM&tbnid=1txH8f56QUQvEM:&ved=0CAUQjRw&url=http://www.online-utility.org/image/gallery.jsp?title=Massachusetts+Route+shields&ei=RdZuUbaIG6iVyQHy1YCgDA&bvm=bv.45368065,d.aWc&psig=AFQjCNGYUZT9694Oi0zvmfOp3EBMNXFtRA&ust=1366304635094049

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


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


Auto-Responder Template in Avvo Ignite


Lead Management in Avvo Ignite


Have a Process for Getting Reviews


Special Offer

50% off your first 3 months - $300 savings

Email: [email protected]


My Contact Info

• [email protected]• linkedin/lmcmillan• @leighmcm

Thank you!Questions?