How to choose a Web marketing vendor and hold them accountable
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Transcript of How to choose a Web marketing vendor and hold them accountable
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with Ken HardisonThe Legal Marketing & Management Authority
and Tanner JonesVP of Business Development
Providing Knowledge to Grow Your Practice
How to choose a Web marketing vendor and hold them accountable
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Tanner JonesVP of Business Development
Providing Knowledge to Grow Your Practice
Ken HardisonThe Legal Marketing & Management Authority
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Providing Knowledge to Grow Your Practice
Pipe dream promises
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Providing Knowledge to Grow Your Practice
Qualifying your vendor• Ratio of sales people to production staff
• Is work done in the U.S.? (% outsourced?)
• Qualifications of your content writers?
• Are they ranking themselves?
• Ratio of Account Reps to clients
• 3 references to firms like yours (market, practice)
• How long have they been around?
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Providing Knowledge to Grow Your Practice
Be sure you…• Are getting value for your money
• Get a full report
• Know who is involved in your campaign
• Understand how links are being acquired
• See evidence of their ability to bring you success
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Providing Knowledge to Grow Your Practice
Value – What to look for• Unique, high-quality content
(not duplicate or “thin”)
• Visually enhanced and engaging pages
• Are you getting traffic?
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Providing Knowledge to Grow Your Practice
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Providing Knowledge to Grow Your Practice
Value – What to look for• Reliable technology
• Thoughtful conversion-
friendly design
• Branding
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Providing Knowledge to Grow Your Practice
A full report includes…• At least monthly meetings
• More than numbers
• Transparency – not just positives
• Analysis – “what this means”
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Providing Knowledge to Grow Your Practice
A full report includes…• What is new
(content/links/social)
• Leads tracking
• ROI
• Future plans
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Providing Knowledge to Grow Your Practice
Who is working with you?• Primary contact –
what are his/her duties?
• Who does the work?
• Experts on the team?
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Providing Knowledge to Grow Your Practice
Who is working with you?• How is their organization
structured?
• Training and certifications?
• Proactive or reactive?
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Providing Knowledge to Grow Your Practice
How is your website getting links?• Is it?
• Are they bought or earned?
• Are you getting quality links?
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Providing Knowledge to Grow Your Practice
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Providing Knowledge to Grow Your Practice
How is your website getting links?• Unique sharable assets?
• Are they actively reaching out?
• Who is representing your firm?
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Providing Knowledge to Grow Your Practice
Can they bring you success?• Established or untested?
• Can you speak to their
long-term clients?
• Focused on law firms,
or multi-industry?
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Providing Knowledge to Grow Your Practice
Can they bring you success?• Retention rate?
• Growth rate?
• Business model?
• Long term partner,
or “quick boost”?
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Providing Knowledge to Grow Your Practice
Takeaways• Value
• Full, transparent information
• Know who they are
• Links Strategy
• Proven record of success
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Providing Knowledge to Grow Your Practice
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Learn how to systematically...The Profitable
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Providing Knowledge to Grow Your Practice
Questions??
?
????
? ? ? ??
????
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Providing Knowledge to Grow Your Practice
Thank you!