Steve Hooper presented on 360 degree digital marketing for law firms. He discussed several key aspects of digital marketing including having an optimized website, creating engaging content, search engine optimization, pay-per-click advertising, social media marketing, email marketing, lead nurturing, customer communication, and obtaining customer reviews. The presentation provided tips on important elements for each aspect and actions firms can take to improve their digital marketing efforts.

1. 360 Degree Law Firm
Digital Marketing Start
To Finish
PRESENTED BY STEVE HOOPER
LAWSEO.UK

2. Who?
Presented By Steve Hooper
Steve is the founder of LawSEO.UK
Steve has been featured in publications such as Modern Law Magazine
Steve has worked in website promotion for over 20 years helping hundreds
of companies grow their revenue
LawSEO.uk have helped law firms increase their turnover from their online
efforts by over 500% in 3 years

3. What?
Digital Marketing for 2018 and beyond
A look through the minefield of different areas of digital marketing
What you need to be doing to get the most out of your digital marketing
efforts
How to get things moving for you with some quick wins

4. Word of Warning:
We can’t teach you everything to do with Digital
Marketing in this session, but we will give you some
great tips.

5. No Messing Around, Let’s Get Started!

6. Aspects of 360 Degree Digital
Marketing Your
Website

7. Why Your Website Is Important
88% of Online Consumers are less likely to return if
they have a bad website experience
Slow loading websites are the number one reason
users leave a website
Around 70% of small businesses forget to have a call
to action on their website

8. Important Website Aspects
Fast to load
Consistent Design
Simple Navigation
Good Clear Images
Calls to Action
FAQ Pages
Blog
About Us
Contact Information

9. What Can You Do?
Make sure your developer has tested the site for faster loading and check it yourself
Design, navigation and images are easy to do, don’t over think them and keep
things simple
Don’t be frightened to ask people to “Give Us a Call” or “Drop Us a Line” they are
more likely to do it if you ask.
Answer as many questions as you can in each section of your website using FAQ’s
wherever you can
Blog we will come back to shortly but you need one
Don’t be afraid of blowing your own trumpet in the About Us section, you are still
trying to stand out after all.
Having a perfect website is useless if you don’t put your contact details on every
page (Header, Footer and Contact Us Page)

10. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content

11. Why Your Content is Important?
80% of executives and business owners prefer to
receive information through articles rather than
advertisements (Stratabeat)
78% of Buyers relied on white papers to make their
purchasing decisions in 2017 (Curata)
One in ten Blog posts are compounding, seeing an
increase in traffic over time (HubSpot)
According to The Content Marketing Institute those that
spend 39% of their B2B marketing budget on content
are the most effective

12. Important Content Aspects
Have a defined Client Avatar - what do they look like, what do they read,
how do they make decisions etc
What segments of your firm does the avatar match? If you have more than
one client type then have avatars for different areas of the firm
Build a content plan - who is responsible, what are they creating, when are
they creating it and where is it going to be distributed
Don’t forget to have different types of content, video is one of the highest
converting media types there is

13. What Can You Do?
Agree your segments and stick to them
Agree what your customer journey should look like
Agree your success measurements for each piece of content
Create your production plan
Create a content plan that fits in with the customer journey
Audit your current content and make time to regularly audit content to see
how it can be improved and date your updates so readers, watchers and
listeners can see that it is up to date
Regularly check your content analytics via the channels chosen

14. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO

15. Why Your SEO is Important?
Gartner predicts by 2020 30% of all searches will be
voice activated by users
The average Google first page result contains 1,890
words of content (Backlinko)
71% of B2B research Starts with a generic search via
one of the major search engines (Google)
50% of search queries are 4 words or longer
(Wordstream)

16. Important SEO Aspects
Warning of Tech Speak
Your website needs to be crawled by the search engine spiders (not real
spiders bits of code that visit the website and look around)
You need to have your tags right (Title, Description, H1, H2 etc. Your
developer or marketer should be able to show you how to edit these)
Keyword friendly content is important but less important than the content
being written for the user
Links to your website = Authority, however one good link is worth a hundred
not so good links
Social media shares increase your authority and rank
Content frequency updates (BLOGGING)

17. What Can You Do?
Make sure each page on your website has a unique title and description tag
relevant to the content on the page
Make sure you have a sitemap.xml file (it is like satnav for the spiders I
mentioned earlier)
Check the links on your site to ensure that none are broken
When adding content (remember the content strategy) you need to include
links in your content back to the relevant pages on your website
Don’t just link to your homepage
Ask for shares of your content (colleagues, friends and family are a great
place to start)
Blog, regular content updates help with the authority of your site

18. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO
PPC

19. Why is PPC (Pay Per Click) Important?
Google reports the average ROI for Google Adwords
is £2 for every £1 spent on ads (this doesn’t include
management fees)
The average click through rate of a PPC ad in Google
is 2% (Google)
Once you turn off a Google Adwords Campaign you
stop paying and the traffic stops coming (Steve
Hooper)

20. Important PPC Aspects
It is important to understand that Google Adwords is an Auction and the
highest bid with the best quality score wins
Max Bix x Quality Score = Ad Rank Position
The amount you pay is based on Your Price = The Ad Rank of The Person
Below You / Your Quality Score + £0.01
Google Loves Law Firms because they can charge you loads per click.
Based on campaigns we have designed for our legal clients the average
cost per click of £7.02 with a daily budget of £200 and the cost per
conversion has been £53.07 (Personal Injury Campaign)
Twitter, Facebook, Bing, Linkedin and numerous other platforms offer a Pay
Per Click advertising platform

21. What Can You Do?
Choose your keywords wisely
Make use of negative keywords
Create targeted ad copy
Differentiate your ad from competitors
Lead visitors to a suitable landing page
Match keywords on your landing page
Aim for a high quality score (all of the
above will help with that)
Use Ad Extensions (Phone Number
and helpful pages)
Create precise ad groups
Use location targeting
Schedule your ads to run at specific
times
Conduct A/B Split Testing
Utilise device adjustments (mobile and
desktop bids)
Regularly check your budgets
Monitor the campaign frequently

22. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO
PPC
Social
Media

23. Why Social Media is Important?
By 2020 Video will make up 82% of all consumer
internet traffic (Cisco)
45% of all referral traffic to law firm websites comes
from Linkedin (Study of 25 Legal Websites)
More than 33,000 chatbots are active on Facebook.
Most use the companies FAQ information to answer
75% of enquiries.

24. Important Social Media Aspects
Define your audience
Select your social media platforms wisely
Define your social media goals
Create content that speaks to your target audience
Create social media policies on how to respond to your audience
Define how you will measure your results

25. What Can You Do?
Develop an overall strategy and a departmental one so you are hitting your target
audience
Interact with your followers, remember the social side of things
Educate, don’t sell on social media
Don’t offer any legal advice (it just isn’t worth it!)
Stay positive in your messages
Measure your success and check your analytics

26. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO
PPC
Social
Media
Email
Marketing

27. Why Email Marketing is Important?
A study of 1 Billion emails revealed that video emails
see a 96% higher click through rate (Wordstream)
By 2019 there will be 2.9 Billion Email Users
(Wordstream)
For every $1 spend on email marketing the average
return is $44 (MageMail)

28. Important Email Marketing Aspects
Offer an incentive for people to sign up and give you their email address (A
Newsletter Is NOT a Lead Magnet no matter how interesting you think you
are!)
Use programs such as Mailchimp, Aweber, Constant Contact and
Infusionsoft to manage your email marketing
Personalised emails are better than non personalised
Value is a huge benefit
Segmentation is essential! Don’t send non relevant content to your email
list
GDPR is important if you are collecting any form of data through your
website, get in line.

29. What Can You Do?
Create a plan
Decide on your list segments
Decide on your email marketing software
Get your GDPR policy sorted on your website
Offer a lead magnet that is relevant to your website content
Introduce yourself and educate your list to what benefits they will get from your emails
Personalise your emails (collect first name and use it)
Get your blog sidebar ready to sign people up and automate segmentation
Stick to your plan, deliver regular and relative content

30. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO
PPC
Social
Media
Email
Marketing
Lead
Nurturing

31. Why is Lead Nurturing Important?
Companies that excel at lead nurturing generate 50%
more sales at 33% lower costs (Forresters research)
Relevant email content to leads drives 18 times more
revenue than broadcast emails with general industry
information (Jupiter Research)
Nurtured leads spend 47% more than non nurtured
leads (The Annaitas Group)

32. Important Lead Nurturing Aspects
Lead Nurturing should be part of your email marketing strategy
Most of the points here are similar to that of the Email Marketing
Offer vital information but don’t give away the keys to the front door
Have lead magnets for every area of law that you practice
Set your follow ups but don’t hound potential clients

33. What Can You Do?
Create a plan
Create your sales funnel
Decide on your list segments
Decide on your email marketing software (It needs to manage your funnel)
Get your GDPR policy sorted on your website
Introduce yourself and educate your list to what benefits they will get from your emails
Personalise your emails (collect first name and use it)
Get your blog sidebar ready to sign people up and automate segmentation
Stick to your plan, deliver regular and relative content

34. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO
PPC
Social
Media
Email
Marketing
Lead
Nurturing
Customer
Contact

35. Why is Customer Communication
Important?
By 2020 Customer experience will overtake price and
product as the key brand differentiator (Super Office)
Self Service adoption will continue to increase, it is predicted
by 2020 that customers will manage 85% of their
relationships without human interaction (Gartner)
Gartner predicts that 89% of service driven organisations
will compete on customer experience to stand out
Out of the top 300 law firms (by revenue) in the UK and USA
80% have adopted mobile apps in their marketing and
customer communications strategies (Flipet)

36. Important Customer Communication Aspects
Law firms need to embrace new technologies
As client demand of communication increases, law firms need to find more
time effective ways of communicating to reduce resource overload
The demand for information in digital format is growing and the industry
needs to keep up with demand
Making information available 24/7/365 is essential for clients

37. What Can You Do?
Speak to your practice/case management software supplier and see how you can
implement a client portal for your website
Look into mobile apps for smartphones and tablets in order to give your clients 360
degree visibility of their cases

38. Aspects of 360 Degree Digital
Marketing Your
Website
Your
Content
SEO
PPC
Social
Media
Email
Marketing
Lead
Nurturing
Customer
Contact
Customer
Reviews

39. Why are Customer reviews Important?
Every one star increase in Yelp rating can see
a 5-9% increase in revenue (Yelp)
84% of people trust online reviews as much as
they do friends (Yelp)
97% of consumers looked online for local
businesses in 2017. A local search shows
review ratings (Google)

40. Important Customer Review Aspects
Reviews can provide room for improvement or change in your business
Reviews can provide additional selling points for your business
Reviews provide validation of your brand by your clients
The option to review shows the client you value their feedback

41. What Can You Do?
Ask for reviews (if you don’t ask and you have done a good job you don’t get)
Have a process for requesting reviews at the end of the client cycle and get the entire
company involved in the request process
Take complaints to a private discussion but show publicly you have responded
Be nice no matter how much you feel offended by what people have said or rated,
being nice and taking it offline will help get things resolved, conflict will result in
flames.

42. Reviews bring us full circle as good
reviews give you a better ranking in
Google!

43. It is a lot to take in!
If you would like further information then please ask.
We are here to help either now or over on stand 530.