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Internet Marketing for

Lawyers Demystified

How to Get the Most from the Money

You're Spending on the Web

The Handout & A Comment

• Designed in tandem

• Further explanation

• Glossary link

Goal: to understand enough to

investment $ and time wisely

How To Get Meaningful

Reports

1. Strategy

2. Goals

3. Baseline data

4. Actions (# of items such

as links, posts, citations, tweets)

How To Get Meaningful

Reports

5. Period-to-period data

6. Explanation

7. Recommendations

8. Repeat 2-7 (include #1 2-3x/yr)

Essential Metrics for Each

Reporting Period

1. SERP rankings (search engine results page)

2. Granular traffic and sources

3. Log of actions taken

4. New backlinks data

5. Contact data (forms, phone, email)

6. Conversion data

Top-Level Terminology

Marketing

Activities that build visibility

and credibility in a targeted

marketplace among suspects

and prospects

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Top-Level Terminology

Sales

Interactions that get you hired

by a lead or an opportunity

Top-Level Terminology

Business Development

The totality of marketing and

sales activities

Internet Marketing Defined

(aka Online, Digital, or Web Marketing)

Coordinated marketing activities

that take place on or through the

Web or email, accessed by computer

or mobile device

Why It’s So Challenging

1. Complex

2. Fast-Changing

3. Time-Consuming

& Labor Intensive

4. Expensive

5. Aggressive Sales People

Beware of Marketing

Salespeople and Scams

• Directories

• SEO/Rank Promises

1. Speak with firms like

yours for references

2. Go with law firm IM specialists

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Local Search Engine Optimization

Paid Search (Pay Per Click)

Email Marketing & List Development

Inbound Links

Four More Top-Level Terms

1. SEO: Search Engine

Optimization:

Techniques that create

“organic” visibility for your

website

Four More Top-Level Terms

2. SEM: Search Engine Marketing:

Paid advertising (e.g., pay-per-

click, banner/context ads) to

appear in search results or on

targeted websites and social

media sites

Four More Top-Level Terms

3. Social Media

A web-based

platform that allows for

the sharing of

user-generated

content

Four More Top-Level Terms

4. SMM: Social Media Marketing:

Organic activities that increase

your social media visibility

Paid activities that get you in

front of specific audiences

(ads or promoted/boosted posts)

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Internet Marketing Goals

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Goals and Strategy

• B2C vs. B2B

• What specific practice areas,

case types, client profiles and

locations do you want to attract?

• Do you want to build reputation?

• Pay for leads?

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Know What to Be Found

For (Target Phrases to Rank For)

• Keyword/Key-Phrase research

• Competition research

• Google and Social Analytics

• Google AdWords

Measuring ROI

Off-line/Pre-digital

Only if you are/were

contacted afterward

(networking, direct mail, speaking, pitches)

Online Analytics

Trackable data along the way

Measuring ROI

Online Analytics

1. Traffic data (organic

and paid)

2. Conversions

3. Contacts made

4. See Lawyer’s Guide

article

What You Must Track

Internally

Source of all inquiries and opened

matters

• Analytics data (emails or calls)

• ASK on phone or by email (How did you

hear about us? What terms did you search?)

• Record at first contact

• Inquiries to sign-ups

Typical IM Budgets

• All marketing: 3-5% of gross revenue

• $5-80K for site/social media startup

• $1-10K/mo support/reporting

• Paid search:

• Ad spend $50 to 10K+/mo

• Campaign management $400 – 4K

Creating High-Quality

Content

• Useful information or provocative;

no “ads” (client-centric vs you-centric)

• Contains keywords and phrases

based on “semantic search”

• Timely

• Consistent and focused over time

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Essential Metrics for Each

Reporting Period

1. SERP rankings (search engine results page)

2. Granular traffic and sources

3. Log of actions taken

4. New backlinks data

5. Contact data (forms, phone, email)

6. Conversion data

Understand Your Contract

Ownership/Control

• Domain name

• Hosting/SM accounts

• Site code

• Text and Images (e.g., West, User, Custom)

• Third-party apps/tools

Understand Your Contract

What are you paying for?

• Hosting

• One-time design/build

• Updates

• SEO / Social Media

Understand Your Contract

Clarify Vague Language &

Get Numbers

• “Ongoing” SEO updates “as

needed”

• How many of each activity

described

Who Should Do/Manage

the Work?

• Strategy and

set-up by experts

• VA’s and

marketing firms

• In-house staff

Internet Marketing Goals

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How To Get Meaningful

Reports

1. Strategy

2. Goals

3. Baseline data

4. Actions (# of items such

as links, posts, citations, tweets)

How To Get Meaningful

Reports

5. Period-to-period data

6. Explanation

7. Recommendations

8. Repeat 2-6 (include #1 quarterly)

Questions?

Requests for specific info?

Internet marketing audit?

bill@SuccessTrackEsq.com

203.876.8999