Law Firm Marketing - Getting Started with Online Marketing
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Law firm marketing can be a tricky field, especially when you are first getting started with online marketing for your law firm. Learn a little more about how you can get started with search engine optimization, pay per click advertising, social media, and email marketing.
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Law Firm Marketing - Getting Started with Online Marketing
- 1. Getting Started with Online Marketing Getting Started with SEO, Social Media, Email, and PPC Advertising
- 2. What is SEO? S - Search E - Engine O- Optimization A process of getting traffic from the “free, organic, Stellar SEO editorial or natural” search results on search engines.
- 3. Why Should You Care? When asking yourself if online marketing is right for you, take note of the possibilities and benefits of being a part of the fastest growing network of businesses around the world. Reduced Cost Measurable Brand Engagement Demographic Targeting Real-Time Results Stellar SEO Easily Refine Strategy Long-Term Exposure Product Information Less Intrusive Hold Attention
- 4. Getting Started with SEO Stellar SEO Keywords SEO Social Media Product Images Backlinks Meta Tags Content “One of the main marketing strategies that can help online retailers build a successful Internet business is search engine optimization (SEO), the process of tailoring your website to the algorithms that search engines use to rank websites based on “signals” that the site emits.” Forbes Magazine 2012
- 5. What are Keywords ? Keywords drive the “optimize and socialize” efforts of content marketers to of information that is share, promote and increase the reach relevant for customers who may buy or refer brand products and services. Stellar SEO
- 6. Link Building as a Tool of Conversion In the field of search engine optimization, link building describes actions aimed at increasing the number and quality of inbound links to a page. Stellar SEO
- 7. What is PPC? Stellar SEO P - Pay P - Per C- Click Advertising through a set daily budget and display ads linking a site and its organic search results across a publisher’s network
- 8. Starting a PPC Campaign Stellar SEO Keyword Selection Website Analysis Target Copy Keyword Bidding Landing Pages They say "you get what you pay for" and with pay per click advertising, it's never been more true. Network Solutions 2014
- 9. Popular PPC Options Stellar SEO
- 10. Email marketing • Attention grabbing subject • Capital letters result in lifted engagement • Personalize • Make sure message of email follows the promise of the subject line
- 11. Hey! What about Social Media? Social media fuels into the discovery of new content such as news stories and uses “discovery” as a search activity. Stellar SEO Create a game plan Individuality Go above and beyond Embrace mishaps Track and talk Stay active
- 12. Putting it all together Stellar SEO Attract Attention Entice Action Provide Clear Message • SEO • PPC • Social Media • Link Building
- 13. About Us The team at Stellar SEO is a dedicated, motivated, and experienced team of marketing, design, and business experts that have come together to generate successful online businesses reliably Stellar SEO
- 14. Suggested Reading • http://moz.com/beginners-guide-to-seo/growing-popularity-and-links • http://searchengineland.com/guide/what-is-seo • http://www.webopedia.com/TERM/S/SEO.html • http://www.dummies.com/how-to/content/understanding-pay-per-click-ppc- advertising.html • http://www.networksolutions.com/education/5-components-of-successful-pay- per-click-ppc-marketing/ Stellar SEO
Notas do Editor
- SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user. SEO is typically a set of practices that webmasters and Web content producers follow to help them achieve a better ranking in search engine results. SEO puts your business in front of users that are looking for your specific type of business. http://searchengineland.com/guide/what-is-seo (Source) http://www.webopedia.com/TERM/S/SEO.html (Source)
- When asking yourself if online marketing is right for you, take note of the possibilities and benefits of being a part of the fastest growing network of businesses around the world. Here are some benefits of online marketing: Reduced cost – Online marketing is only a fraction of that of the yellow pages, television and radio advertisements. Everything is measurable – Sales, traffic and exposure are hard to track in print marketing, but with online marketing you can access immediate reports to keep an eye on activity for your business. Brand Engagement - This includes brand recognition and loyalty which online is easy to attain with a successful website that is visited far more than any physical establishment or advertisement. Demographic targeting – Online marketing can efficiently narrow searches and provide information more rapidly on the buying habits of your target clientele. Real-Time results – With online marketing you don’t have to wait weeks or months to see improvement, results are monitored closely and more effectively. Easily Refine your Strategy – Using online marketing analytics and tracking tools can test conversion rates at a fraction of the cost of a traditional media campaign. Long-Term Exposure – Online marketing can optimize a website for keywords for specific keywords for longer periods of time for half the costs. Product Information – Online marketing provides reviews, opinions and advice on products before they decide to buy. Less Intrusive - Online marketing provides more discretion and privacy while a consumer is shopping for services or products. Holds Their Attention – Most consumers skim over publications for points of interest, whereas online marketing offers more for them to experience such as reading further details about the products and even testimonials from previous customers. http://www.smartt.com/insights/10-advantages-online-marketing-vs-traditional-media (Source) http://smallbusiness.chron.com/six-benefits-internet-marketing-31382.html (Source)
- One of the main marketing strategies that can help online retailers build a successful Internet business is search engine optimization (SEO), the process of tailoring your website to the algorithms that search engines use to rank websites based on “signals” that the site emits. Keywords These are the keywords they use to drive targeted traffic to their products. Meta Tags Type any keyword into a search engine, you’ll see how that keyword is reflected in the title for that page. Content Search engines have stated that creating quality content is the best way to not only rank for keywords, but also create positive user experiences. Backlinks A process of reaching out to networks of similar interest online by contacting popular blogs and websites in your niche to see how you can work together to get a backlink from their website. Social Media establish a strong social media presence on sites like Facebook, Pinterest, Twitter, etc. These social media sites send search engines signals of influence and authority. Product Images If you have quality images of that product on your site — and the files’ names contain relevant keywords — these images will rank well in search engines http://www.forbes.com/sites/theyec/2012/08/03/the-6-basic-components-of-a-strong-seo-strategy-for-online-retailers. (Source)
- Keywords drive the “optimize and socialize” efforts of content marketers to share, promote and increase the reach of information that is relevant for customers who may buy or refer brand products and services. Keywords guide content optimization for find ability through search engines as well as a focus on topics that customers care about and are discussing on the social web. Keywords are also useful guides for the blogger and publication outreach. http://www.toprankblog.com/2011/06/keywords-content-marketing/ (Source)
- In the field of search engine optimization, link building describes actions aimed at increasing the number and quality of inbound links to a page. 80 percent of companies engaged in SEO are spending more than $1,000 a month on link building. While analyzing your traffic, chances are, there are a lot of websites sending you traffic besides search engines. Those visitors coming to your website are a result of links from external sites to yours. Hence, even if backlinks had zero value for search engines, they would still have a lot of value when it comes to connecting people to your website. This is known as link building. http://moz.com/beginners-guide-to-seo/growing-popularity-and-links (Source)
- PPC stands for Pay Per Click. Pay per Click advertising is a strategy in which you set a daily budget and display ads linking to your site around the organic search results and across the publishers network. The cost per visit to your website is based upon how many other people are trying to reach the same customers. Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. PPC can range from less than $1 per click to over $75 per click to your website Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. Pay-per-click ads are usually sponsored ads you often see at the top of Google’s search results page, marked with a yellow label. The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). http://www.wordstream.com/pay-per-click (Source) http://www.networksolutions.com/education/5-components-of-successful-pay-per-click-ppc-marketing/ (Source)
- Pay per click marketing involves paying for advertising placement on search engines, advertising networks and other websites. The advertiser joins a search engine's PPC program and "loads" the account with some money — say, $50 (though some companies' PPC budgets are in the hundreds of thousands, even millions, of dollars a month). With careful management and attention to detail, PPC advertising has the ability to boost your business' online profits faster than natural search campaign methods. in order for PPC advertising to reach its full potential, five key components must work together to make your pay per click marketing campaign a success: Keyword Selection - By choosing the keywords most relevant to your business, you increase your chances of connecting with the users who are searching for the products or services promoted in your PPC advertising placement. Keyword Bidding - Once you've selected the keywords for your PPC advertising campaign, you must bid on them. In general, the higher the bid, the higher your PPC advertising will rank. Landing Pages - Customized pay per click landing pages give customers what they need without the hassle of going through your home page. Target Copy - When your copy addresses a targeted audience, the result is likely to be a decrease in the quantity of clicks but an increase in the quality of clicks. Website Analysis - By using software that analyzes your PPC advertising visitors' activity on your site, you can identify problem areas and resolve issues that may be causing you to lose pay per click conversions. http://www.dummies.com/how-to/content/understanding-pay-per-click-ppc-advertising.html (Source) http://www.networksolutions.com/education/5-components-of-successful-pay-per-click-ppc-marketing/ (Source)
- Pay-per-click advertising sometimes has a bad reputation for being intrusive but social pay-per-click campaigns are a great way to get your message in front of people who wouldn’t normally see your information but may be interested in what you have to offer. Facebook – Facebook uses several systems of advertising or marketing. These include boosted posts, individual page promotions and pay per click advertising directly to your website. Twitter - Twitter Advertising offers two options: promoted tweets and a promoted account. LinkedIn - LinkedIn pay-per-click is the most expensive social media PPC option, but also the best for targeting. Although you cannot target people planning vacations on LinkedIn, your hotel could target event planners or school administrators. AdWords - an online advertising service that places advertising copy at the top, bottom, or beside, the list of search results Google displays for a particular search query. http://www.orourkehospitality.com/blog/the-difference-between-the-three-most-popular-social-media-pay-per-click-advertising-options/ (Source) http://ppc.org/best-pay-per-click-advertising-options-google-bing/ (Source) http://www.dummies.com/how-to/content/understanding-pay-per-click-ppc-advertising.html (Source)
- In a faced paced technology world, millions of emails are sent every hour, so marketers must master the art of getting their email seen in a crowded inbox. The trick is to come up with a strategy that enables your email set apart from the rest that flood inboxes daily. There are tricks to getting your email noticed faster and with more attention: Use a subject line that dazzles and grabs the attention of the reader. Capital letters result in lifted engagement Personalization is key to the subject line. Focus your message to follow through with the subject line. http://www.marketingprofs.com/chirp/2014/24729/10-email-best-practices-infographic#ixzz3GEuCDMdk (Source)
- Social media provides a “catch-all” term for sites that use innovative and radical ideas based on social interaction and basic conversation. Popular social media platforms include; Facebook, Twitter, Instagram, Google+, LinkedIn. Simplicity is the key to social media and marketers find this the best possible way to reach a wider range of clients based on their searches or individual comments or “posts”. The key to a successful social media campaign can be summed up in 6 easy strategies: Create a game plan – Starting off strong and knowing what your goal is. Treat each channel as an individual entity – Be sure to personalize every endeavor. Go above and beyond – Costume service is key in any business and making sure to go that extra mile is the same in social media Embrace mishaps – Usual mishaps in business are not as prevalent here. Track and talk – By tracking posts and conversations, businesses can stay up on what is going on with trends. Stay Active on Google+ - By using Google+ more frequently, increases in google search for your business will also increase.
- In order to better serve you, online marketing is best used with the combination of all the key elements we have discussed. To better ensure success your online advertisements will need to do the following: Attract attention Convey a message Entice action Through the combinations of search engine optimization, pay per click, email marketing, social media and link building, the potential for exponential growth is limitless. A carefully orchestrated plan of action will ensure that each of these steps will heighten your business on the information highway.
- Questions? To find out how we can help your business succeed online please complete the brief form below and we will be in touch with you shortly. If you would like to speak with someone right away, call (618) 889-1087