Informational Marketing Techniques to Start and Grow Your Practice

© 2013 American Immigration Lawyers Association

Informational Marketing Techniques Informational Marketing Techniques to Start and Grow your Practiceto Start and Grow your Practice

Carl Shusterman, Los Angeles, CAReid Trautz, Washington, DC


Recipe for SuccessRecipe for Success

• Over 10,000 immigration attorneys across the U.S.

• Why are some more successful than others?

• One big reasoning is Marketing


Create a WebsiteCreate a Website

• Welcome to the 21st Century!

• Include your photo and a bio

• Link to directions to your office

• Display client reviews


Search Engine OptimizationSearch Engine Optimization

• Show up in search results

• Create a lot of great content

• Use title tags, meta descriptions, and keyword tags

5 Things You Need to Know

about the Immigration Bill

5 Things You Need to Know

about the Immigration Bill


High RankingsHigh Rankings

• Google algorithm ranks pages– Link your pages to each other– Encourage other websites to link

to yours– Submit an XML sitemap

• Rank higher in local listings– Ex: “Dallas Deportation Attorney”


Attract More ClientsAttract More Clients• Explain important aspects of your business• Highlight positive reviews, success stories• Update your site on a regular basis• Make it easy for clients to contact you

– Directions and maps – Languages spoken– Online consultation form


Social MediaSocial Media

• Fast, easy, and free!– Quicker than networking, although not a

direct substitute

• LinkedIn: 200 Million+ professionals• Other social media: Facebook, Twitter,

Google+, YouTube, blogs, and more


Sometimes Looks do MatterSometimes Looks do Matter

• Make your website look professional– Even if you’re not an artist

or computer geek!

• Include photos and images• Content is still important


Offline (Old School) Offline (Old School) TechniquesTechniques

• Write articles for magazines and newspapers, give interviews

• Give seminars, webinars• Alert media about clients with

interesting stories• Volunteer at clinics


Marketing on a BudgetMarketing on a Budget

• No need to spend thousands on SEO gurus and AdWords

• Participate on Avvo.com– Essentially free advertising

• Volunteer for AILA committees, run for your local chapter


Track Your ResultsTrack Your Results

• Google Analytics – free!– Page traffic, popular pages– Time on site, clicks on consultation form

• Other sites have analytics, too– YouTube: views, likes, shares, etc…

• Avvo Ignite: Paid service, tracks conversions


Questions & AnswersQuestions & Answers