ONLINE MARKETING: OUT WITH THE OLD IN WITH THE NEW

MICHAEL J. ANDROVETT, Dallas

Androvett Legal Media & Marketing

State Bar of Texas

34th

ANNUAL

ADVANCED REAL ESTATE LAW July 12-14, 2012

San Antonio

CHAPTER 6.2

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TABLE OF CONTENTS

ONLINE MARKETING: OUT WITH THE OLD IN WITH THE NEW (POWERPOINT PRESENTATION) .......... 1

Online Marketing: Out with the Old in with the New Chapter 6.2

Online Marketing:Out with the oldOut with the oldIn with the new

Old Paradigm

O t k ti l t d•Overt marketing less accepted•Business development is personal•Almost always conducted face-to-face•Limited exposure (geography, time)•Push strategyPush strategy

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Online Marketing: Out with the Old in with the New Chapter 6.2

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New Paradigm

•Legal marketing is more overt•Customized communication•Greater access to information•Communication driven by technology•Push and pull strategy•Push and pull strategy

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Online Presence

How does your online presence factor into the “New Paradigm?”

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Online Marketing: Out with the Old in with the New Chapter 6.2

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How Does It Not?

“79% of all adults 18 + are online.”

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SOURCE: PEW RESEARCH CENTER, MAY 2010

Brochure = Website

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Online Marketing: Out with the Old in with the New Chapter 6.2

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Fax = Email

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“In the time it takes you to read this sentence, some 20 million emails entered cyberspace.”

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Source: The Radicati Group 2011

Online Marketing: Out with the Old in with the New Chapter 6.2

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Authored Content

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“There are 31% more bloggers today than there were three years ago.

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SOURCE: EMARKETER, AUGUST 2010

Online Marketing: Out with the Old in with the New Chapter 6.2

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Can You Hear Me Now?

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“1/3 of all American adults own a smartphone”

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Source: Pew Internet & American Life Project - July 2011

Online Marketing: Out with the Old in with the New Chapter 6.2

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Online Presence

What is online presence?

IT IS: How you use online channels to distribute content, communicate and

IT’S NOT: Just your website

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engage with others.

Online Presence

Breaking down online presence…1 Website1. Website2. Findability3. Social Media4. Sharing4. Sharing

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Online Marketing: Out with the Old in with the New Chapter 6.2

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Website

www.mylawfirm.com

•Not everything, but it is very important

•Provides a foundation•The introduction to the firm•The introduction to the firm

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Website

“Candidly a bad law firm website Candidly, a bad law firm website would be like a lawyer showing up to a meeting in a crumpled suit.”

- Chief Counsel, Intellectual Property

Source: Hubbard 117

Online Marketing: Out with the Old in with the New Chapter 6.2

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Website

•What makes a good website?

–Easy to find–Easy to navigate–Written for your audience–Up-to-date–Blog

M bil –Mobile –Great content

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Findability

What is findability?

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Online Marketing: Out with the Old in with the New Chapter 6.2

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SEO

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Keys to SEO

•Relevance–Ex. “Business Lawyer” vs “Contract Disputes Lawyer”Ex. Business Lawyer vs Contract Disputes Lawyer

•Research–Volume:100 searches vs 5000

–Competitiveness: 30 pages vs 459,000

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p g ,

Online Marketing: Out with the Old in with the New Chapter 6.2

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Keys to SEO

•Optimization – Keyword strategy–On pageOn page

Structure Page title Meta data Content Images and text Up-to-date

–Off page

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Link building Directory submissions

Keys to SEO

•Sharing–Social mediaSocial media

Repurpose content Social bookmarking

–Email Pushes content Links back to your site

–Blogs

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Very specific topics Recent events Updates your site

Online Marketing: Out with the Old in with the New Chapter 6.2

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Keys to SEO

•Track, Monitor and Revisit–Monitor trafficMonitor traffic–Track keyword specific data–Set goals–Adjust your strategy

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Search

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SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

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First or Last

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SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

Findability

THE 5 KEYS OF FINDABILTYSEOMultiple LocationsStrong Website

THE 5 KEYS OF FINDABILTY

Provide Great ContentMobile

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Online Marketing: Out with the Old in with the New Chapter 6.2

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Social Media

“Nearly 2/3 of US Internet users regularly use a social network.”

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Source: Emarketer, 2011

Social Media

Regardless of age, we’re social networking

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Source: Emarketer Feb. 2011

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Social Media

•How can lawyers use Social Media?

–Share and Publicize–Nurture Prospects–Networking–Findability–Generate Traffic

T L–To Learn

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Social Media

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Source: McKinsey Global Institute, December 2010

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The First Step to Social

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LinkedIn for Business

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Source: Leadforce1, June 2010

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Share

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Share

Ex. Win a big case… What do you do?•Send an email•Post on your website•Write on your blog•Post on social media•Submit to online publications

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Online Marketing: Out with the Old in with the New Chapter 6.2

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Highlights

•Great Website•Findability•Social Media•Sharing

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The One Take Away

Create Great Content–High quality–Relevant–Recent & Updated–Findable & Accessible–Share often

7 Tips For A Better Website White Paper•7 Tips For A Better Website White Paper

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Questions?

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