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Amplify Your Law Firm's
   Marketing with
     Online Tools

    Fairfield County Bar Association
             October 2, 2012




                                       www.accessc.com
                                       203.975.2950
Referrals – The No. 1 Source of New Business




             But...

             • Time –consuming
             • Geographically limited
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
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
Website

 • Use reassuring language
 • Less “we,” more “you”
 • Easy navigation to
   content and social sites
 • Prominent contact
   information on every
   page
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.

                       ...
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
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
Search: how to
clear cookies on
android phones
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
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.
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
Blogs

Far from being
fluff, blog posts
are full-fledged
articles
Blogs

Blogging as a
guest on other
legal or non-
legal blogs
extends your
reach
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
Videos
Case Studies

• Work especially
  well with
  corporate clients
• Host on your
  website
• Follow challenge-
  solution-results
  format
Case Studies
• Can be as detailed as you wish
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
Email Marketing   Articles are also posted on
                  the website or blog
Email Marketing

Sources of email
addresses:
• Form on your
  website
• Current clients
• Prospective
  clients
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
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
Twitter

Example of a
search for
“patent law”
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
Web Search



Search: tax
attorney
stamford ct
Pay Per Click


• You pay Google
  only when your ad
  is clicked
• Buy ads based on
  keywords, day of
  week, geography,
  etc.
Mobile Search

Search: tax
attorney
stamford ct
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
Mobile Marketing
Desktop website...
Mobile Marketing
...and mobile website
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

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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
  • 9. Search: how to clear cookies on android phones
  • 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
  • 13. Blogs Far from being fluff, blog posts are full-fledged articles
  • 14. Blogs Blogging as a guest on other legal or non- legal blogs extends your reach
  • 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
  • 17. Case Studies • Work especially well with corporate clients • Host on your website • Follow challenge- solution-results format
  • 18. Case Studies • Can be as detailed as you wish
  • 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
  • 24. Twitter Example of a search for “patent law”
  • 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
  • 27. Pay Per Click • You pay Google only when your ad is clicked • Buy ads based on keywords, day of week, geography, etc.
  • 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