truths and lies of online marketing for lawyers

42
ABSOLUTE TRUTHS AND OUTRAGEOUS LIES OF ONLINE MARKETING Leah McMillan, Avvo Gyi Tsakalakis, AttorneySync Conrad Saam, Mockingbird

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Page 1: Truths and Lies of Online Marketing for Lawyers

ABSOLUTE TRUTHS AND OUTRAGEOUS LIES OF ONLINE MARKETING

Leah McMillan, AvvoGyi Tsakalakis, AttorneySyncConrad Saam, Mockingbird

Page 2: Truths and Lies of Online Marketing for Lawyers

WEBSITES

Page 3: Truths and Lies of Online Marketing for Lawyers

Websites are ExpensiveLIE!

Page 4: Truths and Lies of Online Marketing for Lawyers

It’s Okay to Rent Your WebsiteLIE!

Page 5: Truths and Lies of Online Marketing for Lawyers

Only Legal Content Belongs on Your Website or BlogLIE!

Page 6: Truths and Lies of Online Marketing for Lawyers

Your Phone Number Should Be in the Header

Truth

Page 7: Truths and Lies of Online Marketing for Lawyers

WordPress is the ONLY Website Platform

Truth

Page 8: Truths and Lies of Online Marketing for Lawyers

Your Headshot Can Impact Your Business

Truth

Page 9: Truths and Lies of Online Marketing for Lawyers

Your Site Must Be Mobile Optimized

Truth

Page 10: Truths and Lies of Online Marketing for Lawyers

Best Gavel WinsLIE!

Page 11: Truths and Lies of Online Marketing for Lawyers

Books in Your Headshot Make People Want to Hire You LIE!

Page 12: Truths and Lies of Online Marketing for Lawyers

People Hate Slow Websites

Truth

Page 13: Truths and Lies of Online Marketing for Lawyers

SOCIAL MEDIA

Page 14: Truths and Lies of Online Marketing for Lawyers

What You Do Online Doesn’t “Count”LIE!

Page 15: Truths and Lies of Online Marketing for Lawyers

People “Like” Your Law FirmLIE!

Page 16: Truths and Lies of Online Marketing for Lawyers

Reviews Don’t MatterLIE!

84% say online reviews impact their decisions

Page 17: Truths and Lies of Online Marketing for Lawyers

Clients Don’t Want to be Asked for a Review

Sure, It

’s the

norm

Okay,

but is

a litt

le str

ange

No, no

t app

ropria

te

Depen

ds

74%

10% 8% 8%

LIE!

Page 18: Truths and Lies of Online Marketing for Lawyers

You Should Ignore a Negative Review

Sure, It

’s the

norm

Okay,

but is

a litt

le str

ange

No, no

t app

ropria

te

Depen

ds

74%

10% 8% 8%

LIE!

Page 19: Truths and Lies of Online Marketing for Lawyers

Social Media Helps SEOLIE!. . . And improve your search engine rankings with social media marketing from LexisNexis.”

Page 20: Truths and Lies of Online Marketing for Lawyers

SEO

Page 21: Truths and Lies of Online Marketing for Lawyers

Measure SEO Success by RankingLIE!

Page 22: Truths and Lies of Online Marketing for Lawyers

Ranking for 10 Keywords = WinningLIE!"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)

Page 23: Truths and Lies of Online Marketing for Lawyers

Black Hat Doesn’t WorkLIE!

Page 24: Truths and Lies of Online Marketing for Lawyers

Using Call Tracking Numbers Will Kill Your Google Organic RankingLIE!

Page 25: Truths and Lies of Online Marketing for Lawyers

More Domains = More BusinessLIE!

Page 26: Truths and Lies of Online Marketing for Lawyers

Getting (Good) Links is Really Hard

Truth

Page 27: Truths and Lies of Online Marketing for Lawyers

If You Merely Write, They Will ComeLIE!

Page 28: Truths and Lies of Online Marketing for Lawyers

You Have to Blog

blogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblogblog

LIE!

Page 29: Truths and Lies of Online Marketing for Lawyers

Content is KingLIE!

Page 30: Truths and Lies of Online Marketing for Lawyers

EVERYTHING ELSE

Page 31: Truths and Lies of Online Marketing for Lawyers

PPC Advertising is ExpensiveLIE!

Page 32: Truths and Lies of Online Marketing for Lawyers

No One Uses BingLIE!

Page 33: Truths and Lies of Online Marketing for Lawyers

I Can’t Be in the Media…

LIE!

HARO (help a reporter out)

Page 34: Truths and Lies of Online Marketing for Lawyers

The Early Bird Gets the Client

TruthLeads convert 22 times more often when contact is made in 5 minutes or

less

Page 35: Truths and Lies of Online Marketing for Lawyers

The Early Bird Gets the Client Redux

TruthTop 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%)

Page 36: Truths and Lies of Online Marketing for Lawyers

People Value Confidence over Compassion in their Attorney

Truth

Page 37: Truths and Lies of Online Marketing for Lawyers

Great Service Matters to Marketing

Truth

Page 38: Truths and Lies of Online Marketing for Lawyers

EXTRA SPECIAL SUPER SECRET BONUS SLIDE . . .

Page 39: Truths and Lies of Online Marketing for Lawyers

. . . THE MOST ONLY IMPORTANT METRIC YOU NEED TO KNOW . . .

Page 40: Truths and Lies of Online Marketing for Lawyers

. . . BUT LESS THAN 0.1% OF LAW FIRMS DO THIS CORRECTLY . . .

Page 41: Truths and Lies of Online Marketing for Lawyers

. . . BUT IT WILL MAKE YOU AS EFFECTIVE AS GYI, CONRAD & LEIGH PUT TOGETHER . . .

Page 42: Truths and Lies of Online Marketing for Lawyers

Cost per Client by Channel

Avvo FindLaw Adwords SEO$0

$200

$400

$600

$800

$1,000

$1,200

$340

$650

$1,100

$158