ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
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What’s Coming 1) The BIG Idea 2) Websites that Persuade Clients 3) Google Search Results 4) Google My Business & Google Reviews 5) Pay-Per-Click: Essential, Not Evil 6) Amplify and Engage Your Referral Network with an Email Newsletter 3
The BIG Idea in 110 Words Your online presence has a substantial impact on your firm, affecting whether both new clients and existing referral sources will contact you for legal help. Utilizing effective online marketing strategies will grow your law firm's revenue and profit. Having success with digital marketing is challenging; it requires the unique ability to merge timeless marketing principles with the rapidly evolving digital world. However, by mastering online marketing, you can give your firm an unfair advantage over your competitors and capture great clients — before they go elsewhere. At LaGrande Marketing, we help law firms leverage the most sophisticated digital marketing strategies to put you months, if not years, ahead of your competition. 4
2X Your ability to double revenue from online sources by mastering the fundamentals of digital marketing. 6
Our Team Shawn Beth Shannon Chris Chief Strategist Strategist Project Manager Paid Ads Specialist Dallas, Texas Lubbock, Texas Carlisle, Pennsylvania Houston, Texas Shannon is the project manager at LaGrande Marketing. Before joining the team, she spent 9 years in As a client of LaGrande Beth has over 12 years of Chris has extensive consulting providing program Marketing, you will work marketing experience experience managing Pay-Per- management support to US directly with Shawn. We have including web design, graphic Click campaigns since 2002. government clients. She also an awesome team who design, social media strategy, He is accomplished in Google has 15 years of front-line helps!! project management, email AdWords consulting for management and customer marketing, and digital ad interactive agencies and in support experience in the placement. Beth enjoys being managing national social hotel and airline industries. creative and takes pride in marketing campaigns. Chris Her career is supported by a being organized and friendly. has successfully invested over Master of Public Administration Degree. $50 million within AdWords. 10
Our Team César Luka Johann Liz Wordpress Website Conversion Rate Content Developer Designer Optimization Expert Writer Lima, Perua Zagreb, Croatia Salzburg, Austria Chicago, IL César has eight years of Luka likes his work to truly Johann used to be a Liz is has been a legal experience as a WordPress prove to be a beauty professional frontend and content writer for the past 5 developer and has worked (beautifully written, clean backend software developer years and is committed to on a variety of WordPress- code) with brains (a smart but in the last years, he has enhancing the quality and related projects from theme and useful end-product). He focused on Google Analytics, and plugin creation to makes our websites look Google Tag Manager, Web clarity of companies' content speed improvements and awesome. Performance Optimization and portraying their unique general maintenance. Prior (WPO) and Conversion Rate brand, voice, and mission. to joining LaGrande Optimization (CRO). Marketing, César was the former senior coder of Mabbly.com and M4Agency.com. 11
What to Look For ✓ Positive Reviews: What do their clients and in a employees say about them? Marketing Firm ✓ Proactive Service: Keeps you updated every week, not just once a month. ✓ Fiduciary Mindset: Treats your money like their money; maximizes return on investment. ✓ Transparent Pricing without a Contract: You should have the ability to part ways anytime, not locked-in for 1-2 years. ✓ You Own the Work: All the content and analytics belong to you. Ultimately, you want a firm that cares about partnering with your firm. 12
How to End Up X Pay-Per-Lead Services: 99% of pay-per-lead services are scams that could cause lasting harm with a to your firm, rather than help. Bad Agency X Growth Awards (Inc. 5000, etc): Fast-growth does not equate to delivering results for clients — but it does mean they have a great sales team. X Too Good to be True Offer: Fuzzy math, enticing offers, just feels too simple. It’s a scam. X Failure to Report Results: Many agencies don’t report or explain what they are doing. X Proprietary Systems: In the digital world, everything is open, and “proprietary” systems have more downsides than benefits. 13
Most Law Firms Fail at Intake aka The Initial Sales Call Who is answering the phone? Where marketing comes into play Inability to close the sale is the biggest challenge many firms face. 14
Measure Your Client’s Journey How many people have How many website How many calls did seen your firm? visitors do you have? you receive? Awareness Research Contact How many people How many clients do How many situations do booked appointments? you have at a time? you close? Client Situation Consultation Resolved Service Did they leave a positive review? Share Experience Forever 15
2020: Where to Focus Your Efforts It’s all about Google. 1. Your Website 2. Google 3. Newsletter 4. The Rest 1. Search Results 2. Google My Business & Reviews 3. Google Ads 16
“Your website should convert prospects to paying clients. That’s it.” The Complete Law Firm Guide to Digital Marketing: A 60-Minute Guide to Owning Your Market and Growing Your Legal Practice in 2020 and Beyond Page 39 17
5 “S”s of a Great Website We believe there are 5 essential factors to having a website that converts prospects to clients. 1) Simplicity: It should be easy for potential clients to book a consultation with you and find your office. Further, simplicity also means it is easy to update and make changes when necessary. 2) Speed: Your website must load in under 2 seconds. According to Google, when a website takes more than 3 seconds to load, there's a 32% chance you lose prospects. Over 5 seconds? The probability a prospect leaves increases to over 90%. 3) Search Engine Optimized: The proper design, content and technical factors help ensure your website shows up high in search results for relevant keywords your prospects are searching. 4) Security: Your website must have some essential security features such as an SSL certificate, secure website hosting, updated plugins, malware scans, firewall protection, daily backups, and other factors help prevent the risk of hacks or downtime. 5) Survey: You should be able to track analytics and reporting on your website via Google Analytics and Facebook Pixel to measure results and learn the characteristics of your visitors. 18
Improve Your Website So That Clients will Call Is my site user- How do I get Why can’t Will my site get friendly? more qualified anyone find me hacked? inquiries? on Google? 1. Professional Website 1. Noticeable Phone No. 1. Keyword Ranking on 1. Site Security (HTTPS) Design 2. Primary Call To Action Page #1 2. Fast Loading Page Speed 2. Mobile Friendly (CTA) 2. Sitemap & Robots.txt 3. Browser Caching & 3. Relevant Headlines & 3. Testimonials from 3. Keyword Used in Page Compression Page Copy Clients Title 4. Regular Updates and 4. Images of People in 4. Lead Capture Forms 4. Optimal Page Title Maintenance Firm 5. Relevant Expertise & Length 5. Nightly backups 5. User Friendly Navigation Trust Badges 5. Meta Descriptions 6. Professional Digital 6. Why Choose You Branding Page 19
1 out of 3 of all websites globally use Wordpress. Wordpress is an easy-to-use and powerful content management system. It is the gold standard for websites. It is open source, you own your content, and you’re not locked-in to a marketing agency’s inferior system. Source: Wordpress 20
Google Search Results 21
65% of local search engine ranking factors are controllable. Google My Business, reviews, on-page website factors, and consistent online directory citations serve as the building blocks of local search. Source: Moz Local 22
Create a Compelling Presence for Potential Clients Looking for Your Firm 23
Behind the scenes, website technical enhancements can improve your rankings (This process is called On-Page Search Engine Optimization) Source: Search Engine Journal 24
You Must Target Relevant Keywords On Your Website wrongful death lawyer wrongful death lawyer near me wrongful death lawyer + [City] wrongful death lawyer + [Suburb] wrongful death lawyer + [State] You should have short individual website pages for each city, town and suburb relevant to your practice. 25
Google My Business & Google Reviews 26
Which Firm Do You Think a Potential Client Will Call? 27
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72% of clients trust online reviews as much as recommendations from friends and family. Source: Bright Local 29
30% increase in total firm revenue from just asking clients for reviews from one LaGrande Marketing client in 2018. 30
We Have an Easy System that Collects Client Reviews by Email on Autopilot 31
Direct Clients to Your Website Review Page 32
Testimonials “I can't say enough great things about Shawn and his company. Over the years, I have worked with several companies and interviewed many more. The level of professionalism and responsiveness I get from LaGrande Marketing is so far beyond anything I have experienced up to this point it makes me wonder if the others are in the same industry.” - Client 33
Testimonials “I have worked with Shawn for over 5 years...He and his team are smart and very organized, particularly with adhering to goals, making result oriented decisions, and reporting metrics. Customer service is excellent.” - Client 34
Testimonials “Shawn Leamon and the staff at LaGrande Marketing are top- notch professionals that provide quality service for a fair and reasonable price. We have worked with Shawn for over a year now and have seen a marked improvement in our marketing efforts. I would highly recommend the LaGrande team to anyone looking to quickly and effectively expand their marketing efforts!” - Client 35
Testimonials “Shawn Leamon is a pro: easy to talk to, a fantastic listener, a sound advisor. Not only has he helped me with the ins and outs of social media marketing, his wealth of knowledge regarding podcast distribution/marketing/website design has been a lifesaver. He makes everything look easy with a ready smile and accessible advice. While getting in touch with some colleagues can be a challenge, the turnaround time for Shawn to communicate to an inquiry is truly amazing! Cannot recommend Shawn highly enough. You will not be disappointed. ” - Client 36
Reviews "Whatever your team is doing is working. Since you started 6 months ago, the phone has been ringing off the hook, and we’re at the top of Google searches. LaGrande Marketing has delivered." - Client 37
Reviews "Shawn has been excellent! He is extremely communicative and responsive. Working with Shawn has been a significant improvement when compared to my work with previous marketing companies. I feel like I am working with a pro who is part of my own team. I am so thankful to be working with Shawn and only wish I had found him sooner!" - Client 38
Reviews "Shawn Leamon and the staff at LaGrande Marketing are top- notch professionals that provide quality service for a fair and reasonable price. We have worked with Shawn for over a year now and have seen a marked improvement in our marketing efforts. I would highly recommend the LaGrande team to anyone looking to quickly and effectively expand their marketing efforts!" - Client 39
Pay-Per-Click: Essential, Not Evil Google Ads 40
Don’t Get Outranked by Your Competition’s Ads You can do everything right from from an “organic” search engine optimization perspective, and your competitors can still outrank you. Google Ad Google Ad Google Ad Google Ad Organic Results 41
Pick the Most Profitable Search Keywords 42
Reach Clients in Your Most Profitable Neighborhoods Location: Choose cities, states, zip codes, addresses, etc. Net Worth: Segment people by income Interest: Reach those who are actively looking at relevant legal issues Gender: Target only men, only women, or both 43
We Help You Track Which Keywords are Driving Qualified Clients Source: CallRail 44
Amplify and Engage Your Referral Network with an Email Newsletter 45
Your Firm Should have an Email Newsletter It can help you to: 1. Scale your referral network. By reaching out to new referrals and keeping in touch with old ones, you will increase the chances of being referred to as a preferred law firm. 2. Increase “top of mind” awareness. Certain brands and companies stick out at the “top of” our mind because they are personable or notable. Sending out a newsletter can further clients’ awareness of your firm and create memorable messages that will make them think of you in times when they - or someone they know - need a lawyer. 3. Humanize your law firm. Share your company culture with your network by letting them look into daily life at the office or specific accomplishments you have recently achieved. Storytelling through newsletters is a prime way to build connections and familiarity. 46
Types of Content to Share 47
Timeline Month 1: Month 2: Month 3+: Onboarding & Get to Know Execute Marketing Test, Optimize, the Firm Campaigns Improve Complete Client Kickoff Survey Asset Creation for Ads Launch Online Marketing Campaign (Photography, Design, Videography, etc) Setup and Access Online Accounts Revise Assets for Ads Social Media Post Creation & Scheduling Keyword Research Create Fresh Social Content & Assets Prospective Client Research Create Key Audiences for Ads Social Media Management Setup Review System Launch Search Engine Optimization Campaigns Revise Keyword Strategy As Needed Website SEO Audit Continue SEO Optimization Setup Online Marketing Campaigns Website Speed Test Retargeting Strategy Solicit Client Reviews Website Enhancement Suggestions Track and Measure Results Build SEO Strategy Weekly Results Reporting Conversion/Call Tracking Generate Digital Goals Website Landing Page Optimization Additional Website Enhancements Suggested Content for Website & Social Conversion/Call Tracking Request Client Reviews Local Keyword Research & Selection Weekly Results Reporting Competitor Analysis & Targeting 48
lagrandemarketing.com/atticus 49
Thank you! Shawn Leamon shawn@lagrandemarketing.com LaGrande Marketing 1808 S Good Latimer Expy Suite 102 Dallas, TX 75226 50
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