marketing your law firm sj live
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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
Brand
Why is brand so important?
hHp://conversionxl.com/first-‐impressions-‐maHer-‐the-‐importance-‐of-‐great-‐visual-‐design/
Logo evolution
Logo evolution
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 Case Studies
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
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
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
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
" 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
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
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
Top 200 Social Engagement Study
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?
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