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4TH ANNUAL SUPER MARKETING CONFERENCE
JIM SCHONROCK, FINDLAW VICE PRESIDENT OF PERFORMANCE
THINKING BIG Better Leverage Search – and More – to Supercharge Your Firm’s Marketing
ABOUT FINDLAW
THE AGENDA Silver bullets
A case study
How the game is played
What to focus on now
Q&A
SILVER BULLET Something that very quickly and easily solves a serious problem.
A MARKETING SILVER BULLET
ABOUT THE STUDY
10K+
1M
5M
2.4M
UNEQUALLED VIEW INTO “LEGAL SHOPPING” BEHAVIOR ON THE WEB
This study sampled 3.7 million search visits generated by 2.66 million search phrases
DISCRETE WEBSITES
PAGES TARGETED AT LEGAL CONSUMERS
MONTHLY VISITS
FROM SEARCH ENGINES
QUESTION
How do different types of queries generate traffic and
contacts for law firm websites?
NON-BRANDED
62%
BRANDED VS. NON-BRANDED SEARCH
BRANDED
38%
NON
NON–BRANDED SEARCH
NON-BRANDED SEARCH IS THE UNCLAIMED TERRITORY OF SEARCH
Query Types: Research
• Research into legal information
• No clear intent to find attorney
• May be preliminary step in the “lawyer shopping” process
• High volume
Information about California dui laws
Example:
QUERY TYPES: SEARCH QUERY TYPE #1: RESEARCH
Query Types: Long-Tail with Lawyer Intent
• More verbose, but often more precise statement of need
• Individually infrequent, large in the aggregate
• Clear intent to find an attorney
Lawyer to handle issues with adoption for single mother
Example:
QUERY TYPES: LONG-TAIL WITH LAWYER INTENT
QUERY TYPE #2: LONG-TAIL WITH LAWYER INTENT
Query Types: Head Term with Lawyer Intent
• Practice area + location + “attorney” or “lawyer”
• More frequent
• The “Holy Grail”
Family law attorney in Minneapolis
Example:
QUERY TYPES: HEAD TERM WITH LAWYER INTENT QUERY TYPE #3: HEAD-TERM WITH LAWYER INTENT
SERP VISIT Click Rate
FROM QUERY TO VISIT
WEBSITE VISITS FROM NON-BRANDED SEARCH
Research 66.9%
Long-Tail 31.8%
Head-Term 1.3%
FROM VISIT TO CONTACT
SERP VISIT Click Rate CONTACT Contact Rate
Long-Tail 71%
Research 26%
Head-Term 3%
WHERE ARE CONTACTS COMING FROM?
Technologies Inc. promises to put customers on the first page of Google for these phrases: Miami Injury Attorney Miami Injury Lawyer Miami Personal Injury Attorney Miami Personal Injury Lawyer
Price: $20k per year
Bonus Offer:
Add accident category for $9K per year
SPECIAL SEO OFFER!
ACT NOW!
DOES THIS
MAKE SENSE?
HIGH
LOW DISCOVER VALIDATE EXPLOIT RIGHT SIZE/
ABANDON
Information Asymmetry
Information Symmetry
THE DIGITAL MARKETING GAME
S L M GREAT OPPORTUNITIES TODAY
SOCIAL MEDIA
LOCAL SEARCH
MOBILE PRESENCE
Great Opportunities Today
S L M SOCIAL MEDIA
GREAT OPPORTUNITIES TODAY
THE CASE FOR
SOCIAL MEDIA • The influence of friends and
family
• The power of networking
• Networks are moving online
• Massive word-of-mouth
• Exponential spreading power
GAINING AN EDGE: KEYS TO SOCIAL SUCCESS
• Are you committed?
• Start with a quality foundation
• Engage, don’t broadcast
• Participate every day
• Promote, promote, promote
• Strategically expand
Great Opportunities Today
S L M GREAT OPPORTUNITIES TODAY
LOCAL SEARCH
WHY LOCAL? IT’S THE MODERN YELLOW PAGES
• Rich local ecosystem
• Continued investment & innovation
• Massive growth in usage
• High trust level
• Increasingly featured on Google
•Have a physical office location at the address you are listing online
•Maximize citations
•Use consistent NAP format across the Internet
•Select the correct category association on business listings
•Encourage your clients to leave reviews
GAINING AN EDGE: LOCAL BUILDING BLOCKS
27% use reviews during searches for
professional services
Great Opportunities Today
S L M GREAT OPPORTUNITIES TODAY
MOBILE PRESENCE
Year mobile Internet usage > desktop Internet usage
2014
Fraction of mobile phone owners that go online from their phones 2/3
Percent of users that use their smartphone as their primary device to access Internet 34%
Percent of legal searches that happen on a mobile device 42%
WHY MOBILE? YOU CAN’T IGNORE THE NUMBERS
Percent of mobile searches that are for businesses (up from 33%) 56%
GAINING AN EDGE: UNDERSTANDING MOBILE USERS
THE VALUE OF A MOBILE-OPTIMIZED EXPERIENCE
of users say they won’t recommend a business with a poorly designed mobile site
have turned to a competitor’s site after a bad mobile experience
TAKEAWAYS
Silver bullets don’t really exist
Focus on the long-tail
Learn to play the digital marketing game
Exploit emerging tactics: SOLOMO
Key is well-balanced, integrated marketing program
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