Avvo, Inc. Confidential - ©2014
Issue Spotting: Turning 10 Legal Marketing Challenges into
Opportunity
Mark Britton Twitter.com/mark_britton
1. Intentional Marketing
Copyright 2012 - Avvo, Inc.
Copyright 2012 - Avvo, Inc.
Action Plan
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ID Target Audience
ID Target Time/Money
ID Channels
Set Marketing Calendar
2. The Entry-Level Market
Copyright 2012 - Avvo, Inc.
Cheap!
Easy! Fast!
Success
Simple Offering +
Upsell
Prenuptial Agreement Green Card (Spouse)
Last Will and TestamentLiving Trust
DUILLC
Simple Offering
Simple Offering
How Much
How Long
How Hard
Success
Prenuptial Agreement + TrustGreen Card (Spouse) + Citizenship
Last Will and Testament + Living TrustLiving Trust + Last Will and Testament
DUI + Speeding Ticket(s)LLC + Patent Prosecution
Simple Offering + Upsell
Communication
Client-generation
Upsell
RevenueAction Plan
3. Inbound Marketing
With Social Media
Copyright 2012 - Avvo, Inc.
Inbound
Outbound
Action Plan
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Be a Real Person
Engage
ID Freebies
Smartly Insert Practice
4. Leveraging Ratings,
Rankings and Reviews
Commerce => Ratings
Action Plan
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Google Yourself
Engage with Reviewers
Pick Review Platform
Solicit Reviews
5. Optimizing Websites
2012CWP
Mobile Optimization
Action Plan
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Clean Design
Call to Action
Speak to Your Target Aud.
Mobile Optimize
6. Satellites Focused on Conversion
2012CWP
Action Plan
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Audit Each Satellite
Try to Contact Yourself
Track Contacts + CWP Referral
7. Response Times
Source: Insidesales.com, 2012
Action Plan
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Track Intake Channels
Measure Response Times
Set-up Reminders, Auto-Responders, Drip Emails, etc.
8. Local Optimization
Look Familiar?
Top LocalBusiness Directories
1. Google2. Bing3. Yahoo!4. Yelp5. Merchant Circle6. LinkedIn7. YellowPages.com8. Whitepages9. Supermedia10.Yellowbook
Source: Hubspot
Action Plan
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Optimize CWP
Optimize Social Profiles
Submit to Local Directories
SEO + Mobile Optimization
9. Harnessing G+
Action Plan
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Create Personal G+ Account
Create G+ Brand Page
Create G+ Local Page
Setup G+ Authorship
10. Measuring Marketing ROI
“I know half my marketing
is working . . . I just don’t
know which half.”
- Lawyer in Avvo Focus Group
This is NOT a Strategy
Action Plan
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Measure Online Leads
Measure Offline Leads
Build Conversion Funnel
Spend Accordingly