marketing your law firm sj live

Agenda

•  Your brand, appealing to your target audience

•  Your website, your 24/7 face of the business

•  Search marke>ng, standing out and being found in 2013

•  Tracking technology to show ROI

•  Building a strategy to thrive

Why is brand so important?

hHp://conversionxl.com/first-‐impressions-‐maHer-‐the-‐importance-‐of-‐great-‐visual-‐design/

Logo evolution

Logo application

Design to be Memorable

Design to Engage

Source: Social Marke>ng Forum, December 2010

7 Key Ingredients to Website Design

Brand / Logo

Imagery

Call to Actions

Content

Social Media

Testimonials / Reviews

Navigation / Structure

Website Design

Trackable phone number

Clear brand identity

Live chat is a tool that can be used to increase conversions

Engage with clients through social media

Clear call-to-action

The banner area is ideal for highlighting offers and services

Mobile Design

"   A mobile site is meant to

be designed to be easy to use and to contain the most key information for users on the go.

"   A mobile site should not

have all pages from your website.

Mobile design

"   By 2014 more users will be browsing on a mobile device than desktops.

"   Mobile sites need to be easy to use and have a cut down version of the most important content.

"   You can use your analytics to work out what pages are more important to mobile users and the % of traffic you are receiving from which devices.

Source: Morgan Stanley, April 2010

Design Case Studies

Design – Niche Websites

"   Acquiring new business can easily be forgotten when your firm is busy but it is imperative for growth and continued success.

"   Looking at niche

microsites that are heavily call to action based can be a brilliant solution.

Design – Niche Website

Search Engine Optimisation

"  Wayne to do street views

Source: Interna>onal Telecommunica>on Union, November 2011

Source: Interna>onal Telecommunica>on Union, November 2011 Ofcom April 2013

Source: The E Word October 2012

Search Engine Market Share

UK – 90% UK – 5.3% UK – 2.3% UK – 1.5% UK – 0.7%

Source: The E Word Feb 2013

Paid vs. Natural

SEO Positioning

Traffic Conversions ROI

Online Marketing does not need to be complicated

Our SEO Process…

Planning, Research &

Analysis

On-Site Optimisation

Off-Site Optimisation

Keyword Research

Measurement & Refinement

Planning, Research & Analysis

"   We would audit the site to make sure

the search engine Robots and Spiders can find what they are looking for.

"  We’ll also look at other potential

technical issues such as duplicate content and page load time.

Keyword Research

On-Page

On-‐Page

"   On-site SEO consists of optimising the actual content itself

"   We’ll look at meta tags, H tags and alt tags

"   We’ll then ensure that the content has just the right keyword density so that the search engines know exactly what the page is about

Off Site Optimisation

Traditional Methods "   Paid Links

"   Directory Submissions

"   Site Wide Blog Links

"   Forum Posts

"   Reciprocal Linking

New Methods "   Link Baiting

"   Social Media Sharing

"   Blog Guest Posting

"   Infographics

"   Press Releases

Results and Analysis

"   Everything we do is tracked and monitored to ensure the strategy is working and delivering results.

"   Our constant analysis

allows us to continually plan where to take the strategy to next…

SEO – ‘Linkbaiting’

It’s all about creating great content other users would naturally want to share or link back to…

Infographics Whitepapers Videos Slide Shows Press Releases

Infographics

Infographics

"   On average we are exposed to the equivalent of 174 newspapers full of information each day.

"   99% of all sensory information is filtered out from the brain immediately, infographics are in the 1% that is kept.

"   90% of information that is transmitted to the brain is visual – with 50% of the brain being dedicated to visual.

"   Visuals are processed 60,000 times faster than text.

"   People only remember 20% of what they read.

Infographics

"   In 2 years, search volume for infographics has increased by

over 800%

"   Publishers that use infographics on average grow in traffic 12% more than those who don’t.

"   On average there are 17k tweets a day about infographics … your firms could occupy some of these!!

Egress Case Study "   We created this infographic for Egress based on

statistics that were taken from a survey they published in SC Magazine.

"   We then reached out to key figures within the industry to see if they would publish the blog

"   We promoted it through social media

"   Our aim was to increase traffic, raise awareness and create quality backlinks to the Egress website

Egress Case Study

"   This graph shows how many pageviews the infographic has

received since its launch

"   The Infographic was spotted by Legal IT Africa and was used to promote their event

Blogging "   Blogs are a great opportunity to create lots of good, useful content.

"   Blogs allow your team to individually have a voice and to become thought leaders within their fields.

"   Blogs start conversations and give constant reason for new content.

"   Blogs work best if you create ‘champions’ within the team that are in charge of writing a couple of posts each week… e.g.

"   Commentary on big cases that are in the news "   Hints and tips on specific areas of law

SEO – Blogging Vs. News

News "   News articles are often longer

than blog posts

"   News stories announce launches, events etc…

"   News articles are more serious

Blogging "   Often ‘opinion-based’

"   Blogs can provide ‘tips’

"   Blog posts can be short and snappy

"   Can be more ‘personal’ and fun

Waterfront case study

SEO – Slideshare

"   Founded in 2006,

SlideShare is the world’s largest community for sharing presentations.

"   It is within the top 200 visited sites in the world, with over 130 million pageviews each month.

SEO – Slideshare

"  Create decks of slides simplifying areas of your business "  For example:

"   Your legal guide to setting up a business "   Your guide to protecting your brand

"   Target your niche business sectors with decks of slides

on how you can help them and why you are specialists in that field.

"  Run Webinars targeted at niche business sectors and then share the slides on SlideShare

SEO – Webinars

"  Using the same principle of the slideshare presentations, you could start to run webinars – as webinars are a fantastic, cheap way to engage with an audience.

"   These could be on any topics relevant to the business and they become a soft sales technique

"   These same slides/video of webinar can be shared

online.

SEO – Video "   Video is a fantastic way to get

good, quality content out there that users will digest and remember.

"   Online video viewers reached 170 million at the end of 2012

"   Google owns YouTube – therefore great for SEO.

"   YouTube is the 2nd largest search engine

SEO – Video

Google+

"   Google+ is Google’s answer to Facebook

"   Google+ currently has 500 million users

"   Google+ acquired its first 10 million users faster than Facebook and Twitter!

Google+ Vs. its compe>tors

"   Google+ has 359 million active monthly users "   Facebook has 1.1 billion active monthly users and 665 million

daily active users

"   Twitter has 500 million users, 288 million active monthly users

"   LinkedIn 200 million users, 2 new users join every second

"   YouTube has 4 billion views per day, 6 billion hours worth of video a month

Google+ Business Page

Wall Posts Integration with Google+ Local

Profile Picture Events

Circles

Cover Photo

Google+ Personal Page

Wall Posts

Circles

Profile Picture

Events

Photos

Cover Photo

Google+

Terminology "   ‘Circles’ – On Google+ you can divide the people you follow into ‘circles’

and they can also add you to their circles

"   ‘Hangouts’ – Allow you to talk with multiple people

"   ‘Trends’ – As with Twitter various topics can ‘trend’

"   ‘Local’ – Businesses are linked to their Google+ Local profile though their Google+ page

How to Utilize Google+ For Businesses…

Why Google?

"   Google has merged ‘Google Places’ with ‘Google+’ to create Google+ Local

"   This is a handy tool for local businesses

"   Google acquired ‘Zagat’ - a tool for online ratings and reviews

Why Google?

“Moving forward, Zagat will be a cornerstone of our local offering – delighting people with their impressive array of reviews, ratings and insights, while enabling people everywhere to find extraordinary (and ordinary) experiences around the corner and around the world.”

Why Google?

"   The reviews, powered by Zagat, help to build trust

"   Reviews are being utilised more and more online…think TripAdvisor!

Why Google?

"   Google+ Local listings help to increase website traffic

"   If you don’t rank in the local listings then you will be missing out on vital traffic and leads

"   Google+ Local listings direct traffic into Google+

Using Google+

Google Hangouts

Using Google+

Google Hangouts

"   Chat face-to-face with up to 10 people

"   You are able to connect via a computer, smartphone or tablet

"   You can host virtual meeting – you can utilise tools such as Google docs and share your screen

"   You can then broadcast your conversation to the world!

Google Authorship

By implementing the rel=author tag on your blog you can be an authority source in your field and generate listings such as those to the left

Google Authorship

"  Our blogs are linked to our Google+ profiles

"   This means that the ‘rich snippets’ like the one below are beginning to appear in the search engine results pages – the image helps to increase the click through rate

Google AuthorRank

Another algorithm to consider?

AuthorRank

Avg. PR

+1s/Shares per post

Comments per Post

Posting Frequency

# of ‘circlers’

Google+ engagement level

Authority of publishing sites

SEO Case Studies

What is PPC?

PPC – What’s it good for?

"   Offers/Promotions

"   To compensate for low SEO traffic

"   To target new markets

"   Seasonal trends

Terminology

Campaign This defines the daily budget, language, geographic scope and networks where ads are displayed.

Ad An individual ad within the AdGroup

AdGroup A group of ads within a campaign

Impressions The number of >mes your ad has been seen

CPC Cost per click

CTR Click through rate

Cost/Conv Cost per conversion

Broad Match Google matches ads based on any words within the phase searched

Broad Match Modifier

By inse>ng a ‘+’ before each word in the phrase that must be included within the users search term, Google also subs>tutes misspellings and similar words

Phrase Match Ad is only shown if the phrase is included within the users search

Nega>ve Keywords Best example of this is ‘Free’

Setting up a campaign…Keyword Research

"   Keyword Research is vitally important to any paid search campaign.

"   The keyword tool allows you to research the es>mated CPC’s and Volume.

Creating a Campaign

"   Select the network for your campaign

Setting up a campaign…Devices

"   When secng up a campaign you can choose which device your ads are displayed on.

"   Best prac>ce would be to set up targeted campaigns per device.

Setting up a campaign…Locations

"   Google AdWords allows you to target your campaigns by loca>on.

"   This really important for being more specific with your targe>ng.

"   This also helps control budget.

Good AdCopy

Ad Preview Tool

"   This tool allows you to test how you ads appear depending on loca>on and device.

Setting up a campaign…AdExtensions

Bidding

"   You can set daily budgets and maximum CPC’s for your keywords at an AdGroup level to control your spending.

Setting up a campaign…AdRotation

"   Google AdWords allows you to op>mise how your ads shown to offer the best return on investment.

Setting up a campaign…Scheduling

"   Google AdWords allows you to schedule your ads to show them at the most efficient >mes.

Conversion Tracking

"   Really important to track all of your campaigns within the bigger picture of your overall analy>cs to compare traffic sources.

"   Conversions can be tracked as goals in analy>cs.

Linking Analytics

"   Really important to track all of your campaigns within the bigger picture of your overall analy>cs to compare traffic sources.

"   Conversions can be tracked as goals in analy>cs.

Telephone Tracking

"   Tracking conversions is very important, but the telephone calls must not be forgoHen.

"   We use intelligent URLs to dynamically change the phone number when a user comes from PPC.

"   Google do have a paid solu>on for this.

Campaign Analysis

"   Camapaign and AdGroup monitoring is really important: "   CTR "   Conv. Rate "  Av. Posi>on "   Lost Rank "   Lost Budget

AdGroup Analysis

"   Monitoring individual keywords and ad copy performance is really important to make sure you are not was>ng budget.

Quality Score

Quality Score

CTR

Landing Page

Historical Performance

Other Relevancy Factors

Ad Relevancy

Keyword Relevancy

AdRank

Quality Score Max CPC Ad Rank

"   High quality score accounts are rewarded by paying cheaper CPCs

"   Paying less per click improves efficiency of search spend and increases ROI

"   This means more traffic at a cheaper cost

Landing Pages

Source: Social Marke>ng Forum, December 2010

Landing Pages

Display Network

"   Create all types of ads -‐ text, image, interac>ve and video ads.

"   Place those ads on websites that are relevant to what you’re selling.

"   Show those ads to the people that are likely to be most interested.

"   Manage and track your budget, campaigns and results as you go.

PPC in the mobile age…

"   Google’s mobile revenues have been growing year on year for PPC

"   Smartphones occupy 6.9% of Adwords clicks

"   Tablets occupy 2.3% of Adwords clicks

"   CTRs are higher on mobiles and tablet devices

PPC – Case Study “London Law Firm”

"   On average within a month the law firm receives 175 leads

"   A lead is a phone call or contact form – the firm offers a ‘free initial chat’

"   This is a conversion rate of 15%

"   Generating a PPC lead at approximately £10 per lead

Social

"   Facebook is the most well known and most used social network.

"   There are currently 1 billion people registered to Facebook

"   Facebook is more of a branding tool than a lead genera>on tool

Facebook

Google +

"   Social networks are becoming increasingly popular and Google want to ensure that they keep their share of the audience

"   If users are logged into Google + they will start to see their searches become more personalised

"   + Pages are starting show in the SERPs

"   TwiHer is a fantas>c way to engage with current and poten>al users

"   It offers you a plakorm to discuss industry-‐related news

"   There are strong signals that ‘shares’ on TwiHer are star>ng to influence ranking posi>ons

Twitter

"   1 in every 20 users that leave Google go directly to YouTube, showing the power that the site has

"   YouTube could offer a friendly modern face to the business, poten>ally crea>ng short videos

"   This could open your website up to a new audience and create greater engagement on the new site as videos do keep users on the website longer.

YouTube

Source: SEObook.com, June 2012

"   In June 2012 there were more than 200 million professionals on LinkedIn worldwide

"   LinkedIn is good for networking, and opening up poten>al commercial opportuni>es

"   People onen look for recommenda>ons on LinkedIn, meaning that it’s important that your staff are signed up

"   LinkedIn can also be used to broadcast news and updates

LinkedIn

When engaging with social media…

"   It is KEY to manage your reputa>on.

"   Keep an eye on what people are saying… "   A bad comment can be turned into a posi>ve!

Top 200 Social Engagement Study

Why Send Email Campaigns?

"   Email is important for the customer life cycle

"   Email campaigns enable you to engage with your client base

"   Email campaigns are great for brand awareness, seasonal offers and promotions

Email Marketing

"   Including social sharing tools in an email increases click through rates by 55%

Research from GetResponse

Email Marketing - Tracking

"   Our email marketing dashboard allows clients to see email results and manage their database.

Case Studies

Tracking to ensure

ROI

Constant Measurement and Refinement

Google Analy>cs

Google Analytics is a service that enables you to track key visitor statistics such as:

"   Visits "   Unique Visits "   Time on Site "   Average Page Views "   Bounce Rate

Google Analy>cs

You can view these key metrics via this simple dashboard…

Google Analy>cs

Further to this you can drill deeper into this data:

"   You can filter visits by traffic source "   You can filter visits by device/location/operating

system etc… "   You can track conversions as ‘goals’ "   You can now track visits that are generated through

social networks too…

Google Analy>cs

"   Google Analytics is a great tool for tracking your online marketing campaigns. For example,

"   Being able to see which keywords generated traffic for

your website is vital if you’re looking to run a search engine optimisation campaign!

Rank Tracking

"   Our SEO software allows us to track weekly the fluctuations in ranking positions for keywords and also to monitor the technical performance of the website.

Telephone Tracking

"  We have partnered with a software provider so that we

can track phone calls down to the keyword the user searched.

"   This software allows us to close the gap between users that fill in a contact form and users that pick up the phone.

Telephone Tracking

Step 1 Visitor finds your website and a unique phone number is automa>cally shown to them

Step 2 The visitor calls their unique phone number which is shown to them throughout the dura>on of their visit.

Step 3 We link their visitor data to their phone call, iden>fying which marke>ng ac>vity has led them to pick up the phone

Step 4 You get access to all the phone call, visitor and keyword data, which you can use to op>mise your marke>ng and to drive more leads

How we can help We specialise in…

Who are Reflect Digital?

marketing your law firm sj live

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