Truths and Lies of Online Marketing for Lawyers

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ABSOLUTE TRUTHS AND OUTRAGEOUS LIES OF ONLINE MARKETING Leah McMillan, Avvo Gyi Tsakalakis, AttorneySync Conrad Saam, Mockingbird
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    23-Aug-2014
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    Law

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This is the preso that Leigh, Gyi and myself delivered to the Massachusetts LOMAP Super Marketing Conference in June, 2014.

Transcript of Truths and Lies of Online Marketing for Lawyers

  • ABSOLUTE TRUTHS AND OUTRAGEOUS LIES OF ONLINE MARKETING Leah McMillan, Avvo Gyi Tsakalakis, AttorneySync Conrad Saam, Mockingbird
  • WEBSITES
  • Websites are Expensive
  • Its Okay to Rent Your Website
  • Only Legal Content Belongs on Your Website or Blog
  • Your Phone Number Should Be in the Header
  • WordPress is the ONLY Website Platform
  • Your Headshot Can Impact Your Business
  • Your Site Must Be Mobile Optimized
  • Best Gavel Wins
  • Books in Your Headshot Make People Want to Hire You
  • People Hate Slow Websites
  • SOCIAL MEDIA
  • What You Do Online Doesnt Count
  • People Like Your Law Firm
  • Reviews Dont Matter say online reviews impact their decisions
  • Clients Dont Want to be Asked for a Review 74% 10% 8% 8% Sure, Its the norm Okay, but is a little strange No, not appropriate Depends
  • You Should Ignore a Negative Review 74% 10% 8% 8% Sure, Its the norm Okay, but is a little strange No, not appropriate Depends
  • Social Media Helps SEO . . . And improve your search engine rankings with social media marketing from LexisNexis.
  • SEO
  • Measure SEO Success by Ranking
  • Ranking for 10 Keywords = Winning "Every single day 15 percent of the questions people ask of Google are questions we've never seen before." - John Wiley (lead designer for Google Search)
  • Black Hat Doesnt Work
  • Using Call Tracking Numbers Will Kill Your Google Organic Ranking
  • More Domains = More Business
  • Getting (Good) Links is Really Hard
  • If You Merely Write, They Will Come
  • You Have to Blog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog
  • Content is King
  • EVERYTHING ELSE
  • PPC Advertising is Expensive
  • No One Uses Bing
  • I Cant Be in the Media HARO (help a reporter out)
  • The Early Bird Gets the Client Leads convert 22 times more often when contact is made in 5 minutes or less
  • The Early Bird Gets the Client Redux Top 3 Factors in Hiring a Lawyer: 1.Responsiveness (92% rate it Very Important) 2.Track record (80%) 3.Respect in the legal community (67%) 4.Cost (65%)
  • People Value Confidence over Compassion in their Attorney
  • Great Service Matters to Marketing
  • EXTRA SPECIAL SUPER SECRET BONUS SLIDE . . .
  • . . . THE MOST ONLY IMPORTANT METRIC YOU NEED TO KNOW . . .
  • . . . BUT LESS THAN 0.1% OF LAW FIRMS DO THIS CORRECTLY . . .
  • . . . BUT IT WILL MAKE YOU AS EFFECTIVE AS GYI, CONRAD & LEIGH PUT TOGETHER . . .
  • Cost per Client by Channel $0 $200 $400 $600 $800 $1,000 $1,200 Avvo FindLaw Adwords SEO $340 $650 $1,100 $158