Online Marketing for Law Firms in 2020 & Beyond September 24, - - PowerPoint PPT Presentation

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Online Marketing for Law Firms in 2020 & Beyond

shawn@lagrandemarketing.com

September 24, 2019

lagrandemarketing.com/atticus

1) The BIG Idea 2) Websites that Persuade Clients 3) Google Search Results 4) Google My Business & Google Reviews 5) Pay-Per-Click: Essential, Not Evil 6) Amplify and Engage Your Referral Network with an Email Newsletter

What’s Coming

The BIG Idea in 110 Words

Your online presence has a substantial impact on your firm, affecting whether both new clients and existing referral sources will contact you for legal help. Utilizing effective online marketing strategies will grow your law firm's revenue and profit. Having success with digital marketing is challenging; it requires the unique ability to merge timeless marketing principles with the rapidly evolving digital world. However, by mastering online marketing, you can give your firm an unfair advantage over your competitors and capture great clients — before they go elsewhere. At LaGrande Marketing, we help law firms leverage the most sophisticated digital marketing strategies to put you months, if not years, ahead of your competition.

Expert marketing skills gave him a thriving business.

Your ability to double revenue from online sources by mastering the fundamentals of digital marketing.

2X

Obsessed with the Internet Since 1995

Shawn Leamon

Shawn Leamon

Dreamed of Becoming Johnnie Cochran in 2005

Shawn Leamon

As a financial advisor, accidentally became a great digital marketer

Shawn

Chief Strategist Dallas, Texas

Shannon

Project Manager Carlisle, Pennsylvania

Beth

Strategist Lubbock, Texas

As a client of LaGrande Marketing, you will work directly with Shawn. We have an awesome team who helps!! Beth has over 12 years of marketing experience including web design, graphic design, social media strategy, project management, email marketing, and digital ad

• placement. Beth enjoys being

creative and takes pride in being organized and friendly. Shannon is the project manager at LaGrande

• Marketing. Before joining the

team, she spent 9 years in consulting providing program management support to US government clients. She also has 15 years of front-line management and customer support experience in the hotel and airline industries. Her career is supported by a Master of Public Administration Degree.

Chris

Paid Ads Specialist Houston, Texas

Chris has extensive experience managing Pay-Per- Click campaigns since 2002. He is accomplished in Google AdWords consulting for interactive agencies and in managing national social marketing campaigns. Chris has successfully invested over $50 million within AdWords.

Our Team

César

Wordpress Developer Lima, Perua

Johann

Conversion Rate Optimization Expert Salzburg, Austria

Luka

Website Designer Zagreb, Croatia

César has eight years of experience as a WordPress developer and has worked

• n a variety of WordPress-

related projects from theme and plugin creation to speed improvements and general maintenance. Prior to joining LaGrande Marketing, César was the former senior coder of Mabbly.com and M4Agency.com. Luka likes his work to truly prove to be a beauty (beautifully written, clean code) with brains (a smart and useful end-product). He makes our websites look awesome. Johann used to be a professional frontend and backend software developer but in the last years, he has focused on Google Analytics, Google Tag Manager, Web Performance Optimization (WPO) and Conversion Rate Optimization (CRO).

Liz

Content Writer Chicago, IL

Liz is has been a legal content writer for the past 5 years and is committed to enhancing the quality and clarity of companies' content and portraying their unique brand, voice, and mission.

Our Team

What to Look For in a Marketing Firm

✓ Positive Reviews: What do their clients and employees say about them? ✓ Proactive Service: Keeps you updated every week, not just once a month. ✓ Fiduciary Mindset: Treats your money like their money; maximizes return on investment. ✓ Transparent Pricing without a Contract: You should have the ability to part ways anytime, not locked-in for 1-2 years. ✓ You Own the Work: All the content and analytics belong to you. Ultimately, you want a firm that cares about partnering with your firm.

How to End Up with a Bad Agency

X Pay-Per-Lead Services: 99% of pay-per-lead

services are scams that could cause lasting harm to your firm, rather than help.

X Growth Awards (Inc. 5000, etc): Fast-growth

does not equate to delivering results for clients — but it does mean they have a great sales team.

X Too Good to be True Offer: Fuzzy math,

enticing offers, just feels too simple. It’s a scam.

X Failure to Report Results: Many agencies don’t

report or explain what they are doing.

X Proprietary Systems: In the digital world,

everything is open, and “proprietary” systems have more downsides than benefits.

Inability to close the sale is the biggest challenge many firms face. Where marketing comes into play

Most Law Firms Fail at Intake aka The Initial Sales Call

Who is answering the phone?

Awareness Research Contact Consultation Client Service Situation Resolved

Share Experience Forever

How many people have seen your firm? How many website visitors do you have? How many calls did you receive? How many people booked appointments? Did they leave a positive review? How many clients do you have at a time? How many situations do you close?

Measure Your Client’s Journey

1.Search Results 2.Google My Business & Reviews 3.Google Ads

• 3. Newsletter
• 4. The Rest
• 2. Google

2020: Where to Focus Your Efforts

It’s all about Google.

• 1. Your Website

“Your website should convert prospects to paying clients. That’s it.”

The Compl mplete ete La Law Firm m Guide uide to Digita gital l Marketi eting: ng: A 60 60-Mi Minu nute te Guide uide to Ownin ning g Your ur Market et and Growing wing Your

• ur Legal

gal Practice tice in 2020 20 and Beyond

• nd

Page 39

5 “S”s of a Great Website

We believe there are 5 essential factors to having a website that converts prospects to clients. 1) Simplicity: It should be easy for potential clients to book a consultation with you and find your office. Further, simplicity also means it is easy to update and make changes when necessary. 2) Speed: Your website must load in under 2 seconds. According to Google, when a website takes more than 3 seconds to load, there's a 32% chance you lose prospects. Over 5 seconds? The probability a prospect leaves increases to over 90%. 3) Search Engine Optimized: The proper design, content and technical factors help ensure your website shows up high in search results for relevant keywords your prospects are searching. 4) Security: Your website must have some essential security features such as an SSL certificate, secure website hosting, updated plugins, malware scans, firewall protection, daily backups, and other factors help prevent the risk of hacks or downtime. 5) Survey: You should be able to track analytics and reporting

• n your website via Google Analytics and Facebook Pixel to

measure results and learn the characteristics of your visitors.

Improve Your Website So That Clients will Call

How w do I get more re qualifi fied ed in inquir iries? ies?

• 1. Noticeable Phone No.
• 2. Primary Call To Action

(CTA)

• 3. Testimonials from

Clients

• 4. Lead Capture Forms
• 5. Relevant Expertise &

Trust Badges

• 6. Why Choose You

Page

Will my si site get hacked? ed?

• 1. Site Security (HTTPS)
• 2. Fast Loading Page Speed
• 3. Browser Caching &

Compression

• 4. Regular Updates and

Maintenance

• 5. Nightly backups

Why can’t anyone ne find me

• n Google?
• gle?
• 1. Keyword Ranking on

Page #1

• 2. Sitemap & Robots.txt
• 3. Keyword Used in Page

Title

• 4. Optimal Page Title

Length

• 5. Meta Descriptions

Is s my si site use ser- friendl endly?

• 1. Professional Website

Design

• 2. Mobile Friendly
• 3. Relevant Headlines &

Page Copy

• 4. Images of People in

Firm

• 5. User Friendly Navigation
• 6. Professional Digital

Branding

• f all websites globally use Wordpress.

Source: Wordpress

Wordpress is an easy-to-use and powerful content management

• system. It is the gold standard for websites. It is open source, you
• wn your content, and you’re not locked-in to a marketing agency’s

inferior system.

1 out of 3

Google Search Results

Source: Moz Local

• f local search engine ranking factors are controllable.

65%

Google My Business, reviews, on-page website factors, and consistent online directory citations serve as the building blocks of local search.

Create a Compelling Presence for Potential Clients Looking for Your Firm

Source: Search Engine Journal

Behind the scenes, website technical enhancements can improve your rankings (This process is called On-Page Search Engine Optimization)

You should have short individual website pages for each city, town and suburb relevant to your practice.

wrongful death lawyer wrongful death lawyer near me wrongful death lawyer + [City] wrongful death lawyer + [Suburb] wrongful death lawyer + [State]

You Must Target Relevant Keywords On Your Website

Google My Business & Google Reviews

Which Firm Do You Think a Potential Client Will Call?

Source: Bright Local

• f clients trust online reviews as much as

recommendations from friends and family.

72%

in total firm revenue from just asking clients for reviews from one LaGrande Marketing client in 2018.

30% increase

We Have an Easy System that Collects Client Reviews by Email on Autopilot

Direct Clients to Your Website Review Page

Testimonials

“I can't say enough great things about Shawn and his company. Over the years, I have worked with several companies and interviewed many more. The level

• f

professionalism and responsiveness I get from LaGrande Marketing is so far beyond anything I have experienced up to this point it makes me wonder if the others are in the same industry.”

• Client

Testimonials

“I have worked with Shawn for over 5 years...He and his team are smart and very organized, particularly with adhering to goals, making result oriented decisions, and reporting metrics. Customer service is excellent.”

• Client

Testimonials

“Shawn Leamon and the staff at LaGrande Marketing are top- notch professionals that provide quality service for a fair and reasonable price. We have worked with Shawn for over a year now and have seen a marked improvement in our marketing

• efforts. I would highly recommend the LaGrande team to

anyone looking to quickly and effectively expand their marketing efforts!”

• Client

Testimonials

“Shawn Leamon is a pro: easy to talk to, a fantastic listener, a sound advisor. Not only has he helped me with the ins and

• uts of social media marketing, his wealth of knowledge

regarding podcast distribution/marketing/website design has been a lifesaver. He makes everything look easy with a ready smile and accessible advice. While getting in touch with some colleagues can be a challenge, the turnaround time for Shawn to communicate to an inquiry is truly amazing! Cannot recommend Shawn highly enough. You will not be

• disappointed. ”
• Client

Reviews

"Whatever your team is doing is working. Since you started 6 months ago, the phone has been ringing off the hook, and we’re at the top of Google searches. LaGrande Marketing has delivered."

• Client

Reviews

"Shawn has been excellent! He is extremely communicative and responsive. Working with Shawn has been a significant improvement when compared to my work with previous marketing companies. I feel like I am working with a pro who is part of my own team. I am so thankful to be working with Shawn and only wish I had found him sooner!"

• Client

Reviews

"Shawn Leamon and the staff at LaGrande Marketing are top- notch professionals that provide quality service for a fair and reasonable price. We have worked with Shawn for over a year now and have seen a marked improvement in our marketing

• efforts. I would highly recommend the LaGrande team to

anyone looking to quickly and effectively expand their marketing efforts!"

• Client

Google Ads

Pay-Per-Click: Essential, Not Evil

Don’t Get Outranked by Your Competition’s Ads

You can do everything right from from an “organic” search engine

• ptimization perspective, and your competitors can still outrank you.

Google Ad Google Ad Google Ad Google Ad Organic Results

Pick the Most Profitable Search Keywords

Reach Clients in Your Most Profitable Neighborhoods

Location: Choose cities, states, zip codes, addresses, etc. Net Worth: Segment people by income Interest: Reach those who are actively looking at relevant legal issues Gender: Target only men, only women, or both

We Help You Track Which Keywords are Driving Qualified Clients

Source: CallRail

Amplify and Engage Your Referral Network with an Email Newsletter

Your Firm Should have an Email Newsletter

It can help you to:

• 1. Scale your referral network. By reaching out to new referrals and keeping

in touch with old ones, you will increase the chances of being referred to as a preferred law firm.

• 2. Increase “top of mind” awareness. Certain brands and companies stick out

at the “top of” our mind because they are personable or notable. Sending

• ut a newsletter can further clients’ awareness of your firm and create

memorable messages that will make them think of you in times when they -

• r someone they know - need a lawyer.
• 3. Humanize your law firm. Share your company culture with your network by

letting them look into daily life at the office or specific accomplishments you have recently achieved. Storytelling through newsletters is a prime way to build connections and familiarity.

Types of Content to Share

Timeline

Month 1: Onboar ardin ding g & Get to Know the Firm rm

Complete Client Kickoff Survey Setup and Access Online Accounts Keyword Research Prospective Client Research Setup Review System Website SEO Audit Website Speed Test Website Enhancement Suggestions Build SEO Strategy Generate Digital Goals

Month 2: Execu cute te Marketing ting Camp mpaig aigns ns

Asset Creation for Ads (Photography, Design, Videography, etc) Social Media Post Creation & Scheduling Create Key Audiences for Ads Launch Search Engine Optimization Campaigns Setup Online Marketing Campaigns Solicit Client Reviews Weekly Results Reporting Website Landing Page Optimization Conversion/Call Tracking Local Keyword Research & Selection Competitor Analysis & Targeting

Month 3+: Test, t, Optimize imize, Improv

• ve

Launch Online Marketing Campaign Revise Assets for Ads Create Fresh Social Content & Assets Social Media Management Revise Keyword Strategy As Needed Continue SEO Optimization Retargeting Strategy Track and Measure Results Conversion/Call Tracking Additional Website Enhancements Suggested Content for Website & Social Request Client Reviews Weekly Results Reporting

lagrandemarketing.com/atticus

Thank you!

Shawn Leamon shawn@lagrandemarketing.com LaGrande Marketing 1808 S Good Latimer Expy Suite 102 Dallas, TX 75226