The Lawyer’s Guide to
Effective Internet Marketing
What You MUST Know to Profit
from Being Online
November 20, 2015
Your Presenters
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Chris Dreyer AttorneyRankings.org
AttorneyRankings.com
Bill Jawitz SuccessTrackESQ
SuccessTrackESQ.com
Megan Hargroder Conversations, LLC
Conversations.be
Felice Duffy, ESQ Duffy Law, LLC
DuffyLawCT.com
Program Outline
Part One – The Basics of
Internet Marketing
Part Two– Getting Meaningful
Reports & ROI
Part Three – Understanding
Your Contracts
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Handouts and Goal
• Rip-Off Prevention Guide
• Local SEO Guide
• Social Media Guide
Goal: to understand enough to
invest $ and time wisely
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Internet Marketing Defined
Coordinated activities that take
place on the Web, by email, or
via mobile device designed to:
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ROI: Return on Investment
Value Received for $ Spent
• Increased inquiries and matters
• Case/matter $ value
• Reputational/Brand/Referral value
• Takes work to track and analyze
Would you spend $15K to bring in
$50K?
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Ethics
• Solicitation, endorsements,
disclaimers, contact forms,
mandatory reporting
• Truthfulness and Disclaimers
• Rules & Comments
• ALI-CLE course TSXJ01 Legal Ethics
and Social Media: Advertising,
Communications, and Other Traps
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Why It’s So Challenging
1. Fast-Changing
2. Time-Consuming
& Labor Intensive
3. Expensive
4. Aggressive Sales People
5. Complex
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Four Top-Level Terms
1. SEO: Search Engine
Optimization:
Techniques that create
“organic” visibility for your
website
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Four 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
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Four Top-Level Terms
3. Social Media
Web-based platforms
that allow the sharing
(and forwarding)
of user-generated
content
YouTube
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Four 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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Key Elements Overview
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• New Added Regularly • Relevant Information • Engaging Voice • Keyword Targeted
Content
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• User Experience • Persuasive Path • Calls to Action • Conversion
Website
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• List Building / TOMA • Quality Content • Open & Click Rates
Email List
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• List Building • Quality Content • Open & Click Rates
• Build Visibility • Quality Content • Build Connections • Track
Social Media
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• Channels • Content • Management • Budget
Paid Ads
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• Custom Reports • Objective-Driven • Comparative Data • Rip-Off Guide
Analytics
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• Increasingly Critical • Responsive Site Design • Click to Call • Google+
Mobile
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• Google Local/Maps • Citations • NAP Consistency • Reviews
Local SEO
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• Quality • High Link Authority • Incremental growth
Backlinks
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
• Free • Paid • (Avvo, Lawyers.com • YP, FindLaw)
Directory Listings
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Local SEO
Paid Ads
Email Marketing & List Development
Backlinks Directories
Track Key Elements
ALL of these are trackable
and reportable!
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How To Get Meaningful
Reports
1. Specific Biz Goals
2. Baseline data
3. Actions (# of items such
as links, posts, citations, tweets)
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How To Get Meaningful
Reports
4. Period-to-period data
5. Explanation
6. Recommendations
7. Repeat 2-6 (include #1 2-3x/yr)
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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 & keyword data
5. Contact data (forms, phone, newsL)
6. Conversion data
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Measuring ROI
Customized Google Analytics
1. Traffic data (organic
and paid)
2. Contacts made
3. Conversions
4. See Lawyer’s Guide
article
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Understand Your Contract
Ownership/Control
• Domain name
• Hosting / SM accounts
• Site code / Analytics
• Text and Images (e.g., West, User, Custom)
• Third-party apps / tools
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Understand Your Contract
What are you paying for?
• Hosting
• One-time design/build
• Updates
• Ongoing SEO / Social Media
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Understand Your Contract
Clarify Vague Language &
Get Numbers
• “Ongoing” SEO updates “as
needed” (“Frontloading” myth)
• How many of each activity
described
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Buyer Beware
• Directories & Lead Generation
• SEO Promises
• Speak with firms like
yours for references
• Track results independently
via Google Analytics
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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
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Who Should Do / Manage
the Work?
• Strategy and
set-up by experts
• VA’s and
marketing agency
• In-house staff
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Attorney Rankings &
Conversations, LLC
• www.AttorneyRankings.org
• www.NewOrleansSocialMedia
Consulting.com/social-media-
for-lawyers/
Questions?
Requests for specific info?
Practice area strategy?
Internet marketing audit?
203.876.8999
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