Amplify Your Law Firm's Marketing with Online Tools
1. Amplify Your Law Firm's
Marketing with
Online Tools
Fairfield County Bar Association
October 2, 2012
www.accessc.com
203.975.2950
2. Referrals – The No. 1 Source of New Business
But...
• Time –consuming
• Geographically limited
3. Online Search – The Emerging Source of New Business
76% of consumers
looking for an
attorney in the last
year went online
(The Research
Intelligence Group,
March 2012)
Benefits of Online:
• Wider Geography
• Reach many prospective clients simultaneously
• Works while you sleep
• Applies to all legal specialties
4. Online Tools to Increase Your Visibility
(hence “Findability”)
• Website
• Content:
Press Releases
Articles
Blogs
Videos
Case Studies
• Email Marketing
• Social Media
• Search Engine Optimization
• Pay Per Click Advertising
• Mobile Marketing
5. Website
• Use reassuring language
• Less “we,” more “you”
• Easy navigation to
content and social sites
• Prominent contact
information on every
page
6. Press Release Best Lawyers Names New York Product Liability Lawyer
Alan Konigsberg the 2013 "Lawyer of the Year"
• About 400 words New York, NY (PRWEB) October 01, 2012: Best Lawyers,
• Keywords in the oldest and one of the most highly-respected peer
headline and review publications in the legal profession, has just
throughout copy named Alan J. Konigsberg, a successful New York
• Links back to your product liability attorney, the “Lawyer of the Year” in the
website area of plaintiff’s product liability litigation for the year
2013.
Alan J. Konigsberg is a senior founding member and the
managing partner at Levy Phillips & Konigsberg, LLP, a
nationally recognized trial firm with offices in New York,
New Jersey, and Georgia. The firm itself has been listed
in the U.S. News/Best Lawyers’ “Best Law Firm” edition in
the category of plaintiff’s product liability, personal injury,
and mass tort litigation. Alan heads the firm’s product
liability, infant lead poisoning, medical malpractice,
personal injury, as well as whistleblower sections.
...
7. Press Release Distribution
• Submit to free and paid sites. Examples:
Free
1888pressrelease.com
pr.com
Industry websites and blogs
Local newspapers
Paid
prweb.com
PRNewswire.com
A Google search will turn up many industry and
local outlets.
• Post on your website in a “News” section
8. Articles
• Publish on your
website and in
external publications
• Can be integrated into
your e-newsletter
• Keep articles focused
on two or three
keywords
• Use Google+ and
author markup in
your HTML code to
have your photo
appear next to your
result in a Google
search
10. Articles
• Research external
publications/websites.
Which ones are your
clients reading?
• Find contact
information and
writer’s guidelines on
website, if available
• Pitch your article to
the editor
• Check the publication’s
terms; some sites
assume copyright to
your work
11. Articles
Example of a pitch to an editor:
Dear Janet,
As more consumers go to the web for insurance
rates and products, it becomes important for
agencies to be found through online searches.
There are many articles on the web that describe
the importance of optimizing websites for search
engines, but few that tell the reader how to
approach the task. I would like to propose an article
of 850-900 words that gives your readers actionable
tips and information on how they can optimize their
websites for Google.
The article will be written for agency personnel and
will use examples from insurance. It will provide
clear direction and not overwhelm readers with
technical details. It will not promote my company or
its services.
12. Blogs
• Can be integrated into your website’s design
• Help display your knowledge
• Show that you’re current with the latest knowledge
• Help your website be found through searches
• Can be integrated with your e-newsletter
• Need constant marketing, especially initially
• Traffic can be slow to accumulate
15. Videos
• People and search
engines love videos
• Use to present your
capabilities,
attorneys, “how-to”
tips
• Use for
testimonials, if
possible
• Host on your web
space or on
YouTube
19. Email Marketing
• Inexpensive, easy to use
• Highest ROI of any marketing channel: $39.40
returned for every $1 invested
• Consistent reminder of your value
• Trackable, measurable
• Content can include news, opinion, analysis, case
studies, etc.
• Content is king – topic, length, subject line, sender ID
• Best when targeted to clients who have repeated
need for your services
20. Email Marketing Articles are also posted on
the website or blog
21. Email Marketing
Sources of email
addresses:
• Form on your
website
• Current clients
• Prospective
clients
22. Social Media
• “Social media” is not synonymous with “Facebook”
• Includes LinkedIn, Twitter, blogs, videos, forums...
• No. 1 rule: Be sociable and participate
• Quality of your input matters more than quantity
• Return on investment is uncertain
23. Twitter
• First listen, then tweet
• Search for and follow influential members in your
target industries
• Some of them will follow you back
• Participate – retweet, respond to direct messages
• Use #hashtags to make your tweets easier to find
25. Search Engine Optimization (SEO)
• Rank on Google depends on content and incoming
links
• More content optimized for keywords helps your
ranking and visibility
• Keep directory listings up-to-date
• Local search becoming more important – Google
maps, Bing maps
29. Mobile Marketing
• In June 2012, 55% of mobile phone users owned smartphones
• In 2Q 2012, 66% of mobile phone buyers acquired a smartphone
(source: Nielsen)
• 94% of smartphone users have searched for local information
• 74% called a business after searching
(Source: Google and Ipsos)
• If your website analytics show more than 10% of your visitors
arriving by mobile phone, you need a mobile website
32. Websites
Content Creation – Articles, Case Studies,
Newsletters...
Brochures
Graphic Design
Social Media Marketing
Search Engine Optimization and Marketing
Mobile Marketing
Video Editing and Production
www.accessc.com