Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton

Issue Spotting: Turning 10 Legal Marketing Challenges into

Opportunity

Mark Britton Twitter.com/mark_britton

1. Intentional Marketing

http://wallpapers.pixxp.com/r?12

Action Plan

1

2

3

4

ID Target Audience

ID Target Time/Money

ID Channels

Set Marketing Calendar

2. The Entry-Level Market

156 Million

#163

490,000

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xwGHrz43T-QwfM&tbnid=7oYLyHgZJ-y7uM:&ved=0CAUQjRw&url=http://www.veracitycolab.com/clients/&ei=zABKUcGcH8SujAK_joBo&bvm=bv.44158598,d.cGE&psig=AFQjCNH5S665A9H635rUzTuI4Wy_3oHl2g&ust=1363890760514883

Cheap!

Easy! Fast!

Success

Simple Offering +

Upsell

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=iCMJJGUGH6P6oM&tbnid=vs0yc-PHLeZDnM:&ved=0CAUQjRw&url=http://lifewithfine.blogspot.com/2012/03/mcdonalds-coinoffer.html&ei=ZclMUbusGY7PiwKZ3YC4Bg&bvm=bv.44158598,d.cGE&psig=AFQjCNExJefB5Xea4TrT0QE54a_arYrcSg&ust=1364073171596710

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9-p24nNTTlS9DM&tbnid=3JyPDDj7Xkw0JM:&ved=0CAUQjRw&url=http://newsismybusiness.com/mcdonald%E2%80%99s-nutritional-upgrades-to-apply-to-p-r-restaurants/&ei=J8pMUabeItGVjALbuoCwDg&bvm=bv.44158598,d.cGE&psig=AFQjCNH6pOX9RseNXYKprQwJHzAe2sipGA&ust=1364073273392111

Prenuptial Agreement Green Card (Spouse)

Last Will and TestamentLiving Trust

DUILLC

Simple Offering

How Much

How Long

How Hard

Success

Prenuptial Agreement + TrustGreen Card (Spouse) + Citizenship

Last Will and Testament + Living TrustLiving Trust + Last Will and Testament

DUI + Speeding Ticket(s)LLC + Patent Prosecution

Simple Offering + Upsell

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9-p24nNTTlS9DM&tbnid=3JyPDDj7Xkw0JM:&ved=0CAUQjRw&url=http://newsismybusiness.com/mcdonald%E2%80%99s-nutritional-upgrades-to-apply-to-p-r-restaurants/&ei=J8pMUabeItGVjALbuoCwDg&bvm=bv.44158598,d.cGE&psig=AFQjCNH6pOX9RseNXYKprQwJHzAe2sipGA&ust=1364073273392111

Communication

Client-generation

Upsell

RevenueAction Plan

3. Inbound Marketing

With Social Media

Inbound

Outbound

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hY_75VHrgfevdM&tbnid=VnHjkY1ZJs4fdM:&ved=0CAUQjRw&url=http://awomanofwisdom.blogspot.com/2012_10_01_archive.html&ei=QRx3UYH7Fubs2AW9yoHoBQ&bvm=bv.45580626,d.b2I&psig=AFQjCNG7B2loZj8hCZRPOLYN5eIWH_kamQ&ust=1366846904420377

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=ZyeKexB9F-3rzM&tbnid=mnyBePoxXD68CM:&ved=0CAgQjRwwADgg&url=http://news.wedoitallvegas.com/articles/elvi-sightings-in-vegas--where-elvis-fest-at-the-lv-hilton.html&ei=xbN2UcT9M4aYiQL5m4FQ&psig=AFQjCNEu70YZqYD8NvVlNnaP-PNc-q513A&ust=1366820165887877

Action Plan

1

2

3

4

Be a Real Person

Engage

ID Freebies

Smartly Insert Practice

4. Leveraging Ratings,

Rankings and Reviews

R+R+R Proliferation

Ratings Rankings Reviews

http://www.superlawyers.com/index.html

Commerce => Ratings

Action Plan

1

2

3

4

Google Yourself

Engage with Reviewers

Pick Review Platform

Solicit Reviews

5. Optimizing Websites

2012CWP

Mobile Optimization

Action Plan

1

2

3

4

Clean Design

Call to Action

Speak to Your Target Aud.

Mobile Optimize

6. Satellites Focused on Conversion

2012CWP

Action Plan

1

2

3

Audit Each Satellite

Try to Contact Yourself

Track Contacts + CWP Referral

7. Response Times

Source: Insidesales.com, 2012

Action Plan

1

2

3

Track Intake Channels

Measure Response Times

Set-up Reminders, Auto-Responders, Drip Emails, etc.

8. Local Optimization

Look Familiar?

Top LocalBusiness Directories

1. Google2. Bing3. Yahoo!4. Yelp5. Merchant Circle6. LinkedIn7. YellowPages.com8. Whitepages9. Supermedia10.Yellowbook

Source: Hubspot

Action Plan

1

2

3

4

Optimize CWP

Optimize Social Profiles

Submit to Local Directories

SEO + Mobile Optimization

9. Harnessing G+

Action Plan

1

2

3

4

Create Personal G+ Account

Create G+ Brand Page

Create G+ Local Page

Setup G+ Authorship

10. Measuring Marketing ROI

“I know half my marketing

is working . . . I just don’t

know which half.”

- Lawyer in Avvo Focus Group

This is NOT a Strategy

Action Plan

1

2

3

4

Measure Online Leads

Measure Offline Leads

Build Conversion Funnel

Spend Accordingly

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