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