Social Media, Digital Marketing Mechanics and...

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Social Media, Digital Marketing Mechanics and More Presented by Audrey Ehrhardt, JD, CBC LI20 4/4/2017 7:30 AM - 8:45 AM The handouts and presentations attached are copyright and trademark protected and provided for individual use only.

Transcript of Social Media, Digital Marketing Mechanics and...

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Social Media, Digital Marketing Mechanics and More

Presented by

Audrey Ehrhardt, JD, CBC

LI20

4/4/2017

7:30 AM - 8:45 AM

The handouts and presentations attached are copyright and

trademark protected and provided for individual use only.

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Social Media, Digital Marketing

Mechanics and More

Presented by: Audrey Ehrhardt, JD, CBC

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Let’s talk digital marketing

mechanics…

• This is not about the look and feel to the

consumer

• This is about getting in front of the consumer

• These are our digital mechanics non-

negotiables

Let’s talk more digital

marketing mechanics…

• Using the right components for you to reach

specific results

• Utilizing these components to perform for you

under your strategy

• We are speaking “tech” and it is another

language

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• 75% of people do not go past Google’s first page

• 7% of the population is “Smartphone Dependent”

• Most users expect websites to load in under 3 seconds

• Users expect to be able to act within your website• Call your telephone number

• Contact you outside a contact form

• Hyperlink for contacting you

• 88% of people trust an online review as much as a personal

recommendation

Facts and Figures that

Drive This Goals

Marketing is not magic…

• There are 2 sides to your market share reality:

– Sell more of your product to your clients

– Control more of the community marketplace (more new clients)

• Brand, look, feel, and who you are do not factor into the

conversation until you get in front of the client

• To be digitally competitive, you have to be ranked on a

search engine’s Page 1

• When you are consistently on the search engine’s Page 1,

then you can talk about your brand

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Avoid a chaotic marketing

approach…

• That sounds like a good idea! Try it!

• (1 month later) That sounds like a better idea! Let’s switch!

• (Quick email at midnight) I just saw this, can we try it too!

• (3 months later) Cut it off it’s not working…

• My friend said this strategy worked for her best friend’s sister she

heard three years ago…

• They said they need a sponsor tomorrow!

‘’I influence anyone

who is able to get

through the chaos of

my first impression.

Gary Vaynerchuck

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• Start with your Goals

• Add the Why to your Goals

• Support Goals with Strategies

• Define your Strategies with Tactics

• Activate your Tactics with

Implementation

• Schedule Evaluating Progress

• Refine Marketing Plan Quarterly

Be strategic with

your Marketing Plan…

Our Top Picks for 2017

• Website Non-Negotiables

• Google Tools: Maps and Google Analytics

• Key Word Strategies and SEO

• Local SEO and the Lawyer Vertical

• Social Listening

• Drip Campaigns and Lead Generation

• Blog Mechanics

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Website Non-Negotiables

• Create, use and submit a sitemap to SEs and Google Webmaster

Tools

– Submit your URL to SEs

• Use linking strategies to create credibility

– Update all of your social profiles to reflect your website

– Work with third parties to continue to set up your linking

• Get a SSL certificate

• Keep a backed up copy of your website at all times

• Invest in website foundational SEO (set it up right the first time)

Google Maps

• Organic traffic in Google Map icons

• Visualizing your location is incredibly helpful

• Crucial for local building

• GMB v. Map Maker (past used for storefront business)

– Be careful marking Map Maker closed

• Google integration into Google My Business

• It’s much more than maps for the clients

– For example: Reviews, business details, information, etc…

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Google Analytics

• Make sure it is set up correctly

• Make sure you have the right permissions to see it

• You want to know what your visitors are doing on your website:

– For example: Visits, Unique Visitors, Pages per Visit, Average Time on

your Website (ultimately we are looking at conversions)

• You want a low bounce rate

• You want to know the sources for visits

– For example: Organic Search v. Paid Traffic

Keyword Strategies and SEO

• How do you choose your keywords right now?

• How do you research keywords for your strategy?

• How do you use keyword groups to focus on?

• How many keywords are enough?

• Does your keyword strategy integrated with your SEO and site

structure plan?

• Should you use long tail keyword strategies? Do you really know your

product and what is being searched?

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Local SEO and

the Lawyer Vertical• Research shows that the majority of people go to local businesses

within 30 miles of their home

• Large SEs crawl small SEs for information

• Most small SEs you have never heard of including the lawyer vertical

that you need to control

• Are you in control of your brand nuances

– For example: Proper spelling of your name, firm name, information

• How are managing action on your digital presence?

Social Listening

• It is crucial that you watch for the public’s comments

• How will you be alerted if something occurs?

• Do you know everywhere you need to listen?

• Proactively create a digital profile that is protected from attack by

others

• Define your response strategy now

• Never react emotionally

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Drip Campaigns

• Process of responding to electronic interaction

• Most software runs on the premise of "if/then"

• When action is taken you respond to the scenario

• Example: Someone fills out your "Contact Us" form

– When the form is submitted you receive an email notification

– Within 3 hours, the person receives a welcome email and the option to

download a form and/or set a meeting or schedule a call through your e-

calendar

– If no action is taken 24 hours later, you receive an email to call

– After 72 hours, the person is prompted again

Lead Generation

• This is designing materials people want to get them to communicate

with you

• For example: An e-book or a checklist

• There is a guard that requests at least name and email before

download of materials

• Together with permission to continue contact

• Under bar association rules, you usually can talk to someone who

requests information

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Blog Mechanics

• Your blog needs to be on your website

– Content should be unique to you and your firm

• Readable content is step one

– This is not a readability score (readability is SEO)

• After creating readable content, you need to run it through SEO tools

to ensure it reads well for the internet

• Create a keyword strategy

• Add images, meta data and alt/sub-text to interact with your SEO

strategy

Questions?

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Thank you!Please don’t hesitate to contact me with questions at practice42.com

or on my email to [email protected]

Audrey Ehrhardt, JD, CBC, CEO of practice42.com

www.practice42.com

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