The document discusses how law firms can use digital media and online search to attract new clients. It outlines three phases of digital media usage and explains how a major regional law firm used search engine optimization (SEO) and search engine marketing (SEM) to significantly increase their online visibility and lead generation. Their SEO efforts resulted in 50% more Google traffic and twice as many unbranded search visits, while their SEM campaign saw above average click-through rates and an average of 4 pages viewed per visitor. The firm was able to prove that online search can effectively help law firms find new clients.
10. … but the unanswered question has been, “Are your buyers searching for you online?”
11. do you go online to search for outside professionals to provide legal, accounting or consulting work for your company? 3/4 go online to search for professionals (up from 2/3 in 2000)
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13. how often do you go online to search for a professional to provide services? 75% of decisionmakers search for professionals monthly or less often matching how often you pitch completely new business…
14. what has changed most about the way you find and choose professionals in the past five years?
15. how important are these Internet sources for learning about professionals? 85% consider Web sites important; younger decisionmakers are especially likely to find all digital sources important
16. if this is true—and it is— how do I respond? how do I adjust my marketing?
24. search engine optimization (SEO) is the defined process of improving the volume or quality of Web traffic to your site from search engines (Google, Yahoo, Bing) via "natural” or "organic" unpaid search results.
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26. 1/2 of decision makers always search for specific expertise & industry (industry search—69% in 2000, now 96%) they search for expertise via industry…
29. search engine marketing (SEM) is the the practice of buying paid search listings. Google owns 92% of adwords marketshare and 70% of search share. But buyers must also pay attention to Yahoo and Bing.
33. social media is often associated with gated communities like Facebook or LinkedIn but blogs are also “social” and websites that encourage reviews and comments are also social. In other words, the Internet itself has become “social.”
40. a major regional law firm challenged us to show how search (both SEO and SEM) could impact its online visibility
41. there was the usual skepticism: “ People don’t go online to find a trusted legal advisor.” “I never click on those paid search ads, and no one I know does either. “We’ll never get any qualified leads from search.” they were proved wrong on all counts, and couldn’t be happier about it.
42. Steve: the target Steve Steve is an in-house counsel for a large pharmaceutical company headquartered in Raleigh, N.C. He is 44 years old and holds a BA and JD. He has deep industry experience and is well connected in the region. Steve’s Landscape Steve is charged with managing various aspects of risk for the company, including employment policies, compliance, contracts, non-competes and immigration matters. He partners with outside counsel a great deal on employment issues and is not pleased with his current firm. He’s gathered a roster of firms to consider and will do some research to create a short-list. MAKE YOUR FIRM UNIQUE “ Managing complex employment issues is crucial to protecting our company. We need to be vigilant, proactive, and keep abreast of best practices in the market.”
43. know how your target consumes media we evaluated profiles for each target segment including top industries, company profiles, etc.
47. their SEO efforts resulted not only in 50% more Google traffic every month, but also in twice as many unbranded searches (meaning that these search visitors were finding the firm when searching for industry terms (such as employment law, commercial real estate law, and intellectual property) and more new visitors are finding their site)
48. their largest competitor called us to complain: “What are you doing? They pop-up everywhere I go on Google.”
50. search is about attracting qualified traffic who engage with your site, not window shoppers visitors coming from this SEM campaign viewed 4 pages on average , and their click-through-rate (CTR) is beating industry averages by one and a half times
51. part IV measure effectiveness through awareness and conversion metrics
goal is to engage your target audience in a meaningful way keyword development is not a “set-it-and-forget-it” exercise it requires monitoring, updating and analysis to optimize develop online personas based on research and interviews to inform both site design and search marketing personas give us linguistic cues and illustrate search intent, as do social networks analyze campaign results and implement test-and-learn campaigns
Recently overheard at the IAB conference in CA (Interactive Advertising Bureau) The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension. Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered. Today we will cover: Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
Recently overheard at the IAB conference in CA (Interactive Advertising Bureau) The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension. Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered. Today we will cover: Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
So your opportunity to sell to each prospect is limited so this further increases your responsibility to be visible ALL the time online.
Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
This is a drum we have been beating for over 10 years with only moderate success. Finding ways to tout industry knowledge is very important.
goal is to engage your target audience in a meaningful way keyword development is not a “set-it-and-forget-it” exercise it requires monitoring, updating and analysis to optimize develop online personas based on research and interviews to inform both site design and search marketing personas give us linguistic cues and illustrate search intent, as do social networks analyze campaign results and implement test-and-learn campaigns
goal is to engage your target audience in a meaningful way keyword development is not a “set-it-and-forget-it” exercise it requires monitoring, updating and analysis to optimize develop online personas based on research and interviews to inform both site design and search marketing personas give us linguistic cues and illustrate search intent, as do social networks analyze campaign results and implement test-and-learn campaigns
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
We know that Steve will use search to help solve his challenge
online brand awareness with targeted display media (e.g. Phrma, PharmaExec) targeted paid search campaign introduce the brand across digital channels via social media (e.g. guest blog posts, webinar sponsorships, Twitter, LinkedIn)
online brand awareness with targeted display media (e.g. Phrma, PharmaExec) targeted paid search campaign introduce the brand across digital channels via social media (e.g. guest blog posts, webinar sponsorships, Twitter, LinkedIn)
understand your baseline determine what you want to be known for; prioritize the keywords evaluate and optimize your site structure implement site structure improvements and submit revised site map ensure tags and URLs are search friendly review copy for tags and keyword density generate incoming links enhance your social media profile
understand your baseline determine what you want to be known for; prioritize the keywords evaluate and optimize your site structure implement site structure improvements and submit revised site map ensure tags and URLs are search friendly review copy for tags and keyword density generate incoming links enhance your social media profile
