Social Media, Digital Marketing Mechanics and More
Presented by
Audrey Ehrhardt, JD, CBC
LI20
4/4/2017
7:30 AM - 8:45 AM
The handouts and presentations attached are copyright and
trademark protected and provided for individual use only.
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Social Media, Digital Marketing
Mechanics and More
Presented by: Audrey Ehrhardt, JD, CBC
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Let’s talk digital marketing
mechanics…
• This is not about the look and feel to the
consumer
• This is about getting in front of the consumer
• These are our digital mechanics non-
negotiables
Let’s talk more digital
marketing mechanics…
• Using the right components for you to reach
specific results
• Utilizing these components to perform for you
under your strategy
• We are speaking “tech” and it is another
language
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• 75% of people do not go past Google’s first page
• 7% of the population is “Smartphone Dependent”
• Most users expect websites to load in under 3 seconds
• Users expect to be able to act within your website• Call your telephone number
• Contact you outside a contact form
• Hyperlink for contacting you
• 88% of people trust an online review as much as a personal
recommendation
Facts and Figures that
Drive This Goals
Marketing is not magic…
• There are 2 sides to your market share reality:
– Sell more of your product to your clients
– Control more of the community marketplace (more new clients)
• Brand, look, feel, and who you are do not factor into the
conversation until you get in front of the client
• To be digitally competitive, you have to be ranked on a
search engine’s Page 1
• When you are consistently on the search engine’s Page 1,
then you can talk about your brand
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Avoid a chaotic marketing
approach…
• That sounds like a good idea! Try it!
• (1 month later) That sounds like a better idea! Let’s switch!
• (Quick email at midnight) I just saw this, can we try it too!
• (3 months later) Cut it off it’s not working…
• My friend said this strategy worked for her best friend’s sister she
heard three years ago…
• They said they need a sponsor tomorrow!
‘’I influence anyone
who is able to get
through the chaos of
my first impression.
Gary Vaynerchuck
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• Start with your Goals
• Add the Why to your Goals
• Support Goals with Strategies
• Define your Strategies with Tactics
• Activate your Tactics with
Implementation
• Schedule Evaluating Progress
• Refine Marketing Plan Quarterly
Be strategic with
your Marketing Plan…
Our Top Picks for 2017
• Website Non-Negotiables
• Google Tools: Maps and Google Analytics
• Key Word Strategies and SEO
• Local SEO and the Lawyer Vertical
• Social Listening
• Drip Campaigns and Lead Generation
• Blog Mechanics
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Website Non-Negotiables
• Create, use and submit a sitemap to SEs and Google Webmaster
Tools
– Submit your URL to SEs
• Use linking strategies to create credibility
– Update all of your social profiles to reflect your website
– Work with third parties to continue to set up your linking
• Get a SSL certificate
• Keep a backed up copy of your website at all times
• Invest in website foundational SEO (set it up right the first time)
Google Maps
• Organic traffic in Google Map icons
• Visualizing your location is incredibly helpful
• Crucial for local building
• GMB v. Map Maker (past used for storefront business)
– Be careful marking Map Maker closed
• Google integration into Google My Business
• It’s much more than maps for the clients
– For example: Reviews, business details, information, etc…
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Google Analytics
• Make sure it is set up correctly
• Make sure you have the right permissions to see it
• You want to know what your visitors are doing on your website:
– For example: Visits, Unique Visitors, Pages per Visit, Average Time on
your Website (ultimately we are looking at conversions)
• You want a low bounce rate
• You want to know the sources for visits
– For example: Organic Search v. Paid Traffic
Keyword Strategies and SEO
• How do you choose your keywords right now?
• How do you research keywords for your strategy?
• How do you use keyword groups to focus on?
• How many keywords are enough?
• Does your keyword strategy integrated with your SEO and site
structure plan?
• Should you use long tail keyword strategies? Do you really know your
product and what is being searched?
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Local SEO and
the Lawyer Vertical• Research shows that the majority of people go to local businesses
within 30 miles of their home
• Large SEs crawl small SEs for information
• Most small SEs you have never heard of including the lawyer vertical
that you need to control
• Are you in control of your brand nuances
– For example: Proper spelling of your name, firm name, information
• How are managing action on your digital presence?
Social Listening
• It is crucial that you watch for the public’s comments
• How will you be alerted if something occurs?
• Do you know everywhere you need to listen?
• Proactively create a digital profile that is protected from attack by
others
• Define your response strategy now
• Never react emotionally
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Drip Campaigns
• Process of responding to electronic interaction
• Most software runs on the premise of "if/then"
• When action is taken you respond to the scenario
• Example: Someone fills out your "Contact Us" form
– When the form is submitted you receive an email notification
– Within 3 hours, the person receives a welcome email and the option to
download a form and/or set a meeting or schedule a call through your e-
calendar
– If no action is taken 24 hours later, you receive an email to call
– After 72 hours, the person is prompted again
Lead Generation
• This is designing materials people want to get them to communicate
with you
• For example: An e-book or a checklist
• There is a guard that requests at least name and email before
download of materials
• Together with permission to continue contact
• Under bar association rules, you usually can talk to someone who
requests information
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Blog Mechanics
• Your blog needs to be on your website
– Content should be unique to you and your firm
• Readable content is step one
– This is not a readability score (readability is SEO)
• After creating readable content, you need to run it through SEO tools
to ensure it reads well for the internet
• Create a keyword strategy
• Add images, meta data and alt/sub-text to interact with your SEO
strategy
Questions?
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Thank you!Please don’t hesitate to contact me with questions at practice42.com
or on my email to [email protected]
Audrey Ehrhardt, JD, CBC, CEO of practice42.com
www.practice42.com
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