We make law firms grow. Ask us how.

Transcription

1 Lead Generation-Live Attorney Calls, PPC, Retargeting Sponsored by Presented by We make law firms grow. Ask us how.

2 Agenda About BusinessCreator, Inc. and me About the Power Practice Builder Webinar Series Topics Goals How To Get Your Phone To Ring

3 About BusinessCreator, Inc. BusinessCreator is a full-service local search, lead generation and mobile marketing agency specializing in innovative and engaging local and mobile programs, promotions and campaigns. Our goal is to increase your online presence and convert your website traffic into new clients. Holistic approach to local search marketing

4 About BusinessCreator, Inc. Holistic approach to local search marketing: Local Search Marketing and LSEO Citation and Directory Building Lead Generation Platform-All In One Marketing Solution Live Attorney Leads GUARANTEED Quality Calls Reputation Marketing-5 Star Reputation Program

5 About BusinessCreator, Inc. Holistic approach to local search marketing: WebCreatorPlus Custom Rent-To-Own Websites Lead Generation Websites Website and Online Marketing Audits Social Media Marketing (SMM) Video Marketing-production, SEO, syndication PPC Retargeting

6 About BusinessCreator, Inc. Holistic approach to local search marketing: Mobile Websites iseeklaw Mobile App Directory iseeklaw Mobile Website Directory Mobile Apps Mobile Marketing Mobile Display Advertising-NearYou Mobile Marketing Consumer Financing For Legal Services Me

7 Power Practice Builder Webinar Series Webinar Topics-found on 1. Local Search Marketing for Law Firms 2. Why Are So Many Businesses Struggling With Mobile Marketing? 3. Mobile App Marketing For Law Firms-Daniel Rosemark, Esq. 4. Lead Generation-Live Attorney Leads Program, PPC, Retargeting 5. Social Media Marketing and Reputation Marketing 6. Video Marketing

8 Power Practice Builder Webinar Series Webinar Topics-found on Future webinars will focus on specific topics Open invitation to attorneys-anyone who would like to participate in our Power Practice Builder Webinar Series should contact me at or call me at Future podcast series. We are inviting attorneys and law firm marketing experts to participate in a question and answer weekly podcast beginning January 2016.

9 Power Practice Builder Webinar Series Goals of the Power Practice Builder Webinars Educate attorneys on best practices in local search marketing to help them make informed decisions on how to best spend their marketing dollars for the greatest ROI. It is about learning what will get your phone to ring, your next appointment, your next client. It is NOT intended to be an Local SEO Marketing program for digital agencies Not that level of detail and not that technical Most lawyers do not have time or patience to do their own local search marketing Lawyers should be practicing law and not practicing my craft

10 Lead Generation Uncovered-Why It Matters Reasons why local lead generation will help attract new clients to your firm: 93% of online experiences begin with a search engine The majority of web traffic is driven by the Big Three search engines-google, Bing and Yahoo (Search Engine Journal) Who cares? 94% of search engine users choose organic over paid listings 1 77% choose organic search engine results when purchasing 2 Organic click-through generates 75% higher conversion rates than PPC 3 ( 1,2,3 Search Metrics)

11 Lead Generation Uncovered-Why It Matters

12 Lead Generation Uncovered-Why It Matters

13 Lead Generation Uncovered-Why It Matters

14 Lead Generation Uncovered-Why It Matters

15 Lead Generation Uncovered-Why It Matters

16 Lead Generation Uncovered-Why It Matters Legal Marketing Stats Lawyers Need to Know- Using market trends to inform your law firm marketing efforts is a must for solos and small firms that have limited budgets and resources to market their firms. Google recently aggregated research from FindLaw and its own inhouse data to provide a look at the legal market trends that should shape your legal marketing initiatives: 74% of prospects beginning a search online end up contacting the office via phone. (FindLaw U.S. Consumer Legal Needs Survey 2014) 87% of people who contact an attorney go on to hire an attorney and 72% of them only contact one attorney. (FindLaw U.S. Consumer Legal Needs Survey 2014) 96% of people seeking legal advice use a search engine. (Google Consumer Survey, Nov 2013)

17 Lead Generation Uncovered-Why It Matters 38% of people use the Internet to find an attorney. (FindLaw U.S. Consumer Legal Needs Survey 2014) 62% of legal searches are non-branded (i.e., generic: Phoenix divorce attorney, etc.). (FindLaw U.S. Consumer Legal Needs Survey 2014) 74% of consumers visit a law firm s website to take action. (Google Legal Services Study Sept 2013)

18 Lead Generation Uncovered-Why It Matters 25% of people researching legal topics visit YouTube during the process. (YouTube Internal Data 2012) 85% use online maps to find legal service locations. (Google Legal Services Study Sept 2013) 69% use both a smartphone and a PC for research. (Google Legal Services Study Sept 2013)

19 Lead Generation Uncovered-Why It Matters 31% of all law firm related website traffic comes through mobile search (FindLaw Aggregated Hosted Site Data 2014) 71% of people looking for lawyer think it is important to have a local attorney. (FindLaw U.S. Consumer Legal Needs Survey 2014)

20 Lead Generation Uncovered-Why It Matters So what do you need to do to convert leads based on these facts? Here are a few action steps: Provide multiple contact options phone, , online chat, etc. Provide a mobile-friendly version of your website.

21 Lead Generation Uncovered-Why It Matters Have an intake system that allows consumers to reach your firm on the first call and intake specialists trained to convert consumers into clients. Concentrate on local SEO to ensure your website shows up well in local search.

22 Live Attorney Leads What Is It? Live Attorney Leads is a unique Pay Per Call Marketing program specifically catering to the legal industry. Our team of internet marketing professionals officially launched the program after test phases in December of Ever since that time, the law firms that have signed up for a call package continue to renew and enjoy the results that each is receiving thanks to the Live Attorney Leads Platform.

23 Live Attorney Leads What Is It? It truly is a no brainer when it comes to law firm marketing. Your law firm pays a monthly fee, and you can expect a specific amount of qualified calls month in and month out.

24 Live Attorney Leads What Is It? It truly is a no brainer when it comes to law firm marketing. Your law firm pays a monthly fee, and you can expect a specific amount of qualified calls month in and month out. Other lead generation sources provide the same leads to 3-5+ other law firms and you wind up chasing the lead.

25 Why Pay Per Click, When You Can Pay Per Call? The purpose of Live Attorney Leads is to eliminate the stress and uncertainty of internet marketing for law firms. Attorneys no longer have to worry about finding a PPC structure that works, bogus lead sources, or directories that don t pay off. When you buy into Live Attorney Leads, you pay a fee, and you are GUARANTEED quality calls.

26 Why Pay Per Click, When You Can Pay Per Call? Our leads are exclusive to our client-each lead we generate is only provided to one client. High ROI-Our clients are averaging 7 consultation calls per 10 leads! High Retention Rate-current clients love the service and continue with us WE DELIVER RESULTS-Our Performance is Guaranteed!

27 Here is what to expect from Live Leads: Expect to receive calls 5-7 days after you sign up We only count quality calls Exclusive leads-each lead is only sent to one law firm No chasing leads like other lead generation programs This is NOT a PPC program Pay Per Click costs hundreds to thousands of dollars each month with NO GUARANTEE your PPC campaigns will be effective. PPC Cost Per Lead is unpredictable! Quality calls are considered minimum 2 minutes in length We do NOT count solicitation or duplicate calls We DO NOT count calls outside your practice area No long term contract and month to month billing You are in control of quantity of leads

28 Here is what to expect from Live Leads: Market Limits-We serve limited number of attorneys in your practice area per location Direct call from our lead generation platform Call transfers from our office notifications Text notifications You don t pay for solicitor or unwanted calls Online access and reporting daily Minimum order of 10 leads, maximum of 50 per law firm per month You WILL NOT be charged additional monies for the extra calls delivered You may cancel your program at any time with a 7 day notice of cancellation

29 Why Pay Per Click, When You Can Pay Per Call? How Is It Tracked & Measured? You will be setup with a user account on our live online call tracking system Records Date and Time of Call, As Well As Receiving Phone Number Listen and Download Each Call We setup a unique tracking number that routes calls to your office or cell phone.

30 How Do We Guarantee Leads and Deliver Them To Your Law Office? Live Attorney Leads Pay Per Call Program There are a few ways we deliver these leads to our clients: Keyword Based Domain Names w/heavy SEO that we own and manage Article Content & Blogs Mobile Marketing Social Marketing Generic Keyword Based Social Media Landing Pages Online Directory Partners Lead Vendors Traffic Vendors

31 Calculated Risk This program provides every law firm with a chance to grow and invest in a marketing program that provides a small or calculated risk. Here is why: We Eliminate The Guesswork of Trying To Figure Out PPC, Social Media and Other Forms of Internet Marketing You Pay For Results, Not Costs of Marketing You Pay Per Call Not Per Click

32 Calculated Risk Per Call Pricing Is Less Than PPC Pricing No Long Term Contracts Month To Month You Control Your Campaign, You Decide What Makes Sense For You When You Order

33 Calculated Risk Who cares? 94% of search engine users choose organic over paid listings 1 77% choose organic search engine results when purchasing 2 Organic click-through generates 75% higher conversion rates than PPC 3 ( 1,2,3 Search Metrics)

34 PAY PER CALL PRICING 3 Tier Pricing Based on Practice Area Family Law, Bankruptcy, Business Law, Real Estate Law, Tax Law, Labor & Employment Law TIER 1 $99.95 Per Lead Criminal Defense, DUI, Social Security Law, Civil Litigation Law TIER 2 $ Per Lead Personal Injury, Property Damage, Wrongful Death, Medical Malpractice, Workers Compensation Law TIER 3 $ Per Lead

35 The Changing Landscape AdWords= PPC AdWords= PPC Maps 3-Pack

36 The Changing Landscape Map pins 3-Pack AdWords= PPC Directories

37 The Changing Landscape Directories First Organic Listing

38 The Changing Landscape AdWords (PPC) always prominently displayed ($$$) If you are logged into Google account- G knows where you are located and will deliver results based on your local Directory Listings are important-barnacle SEO Some searches results in no Pack at all-google is moving towards total Local Organic Listings Google SERPS-search results page is in flux- Google is experimenting with SERPS

39 PPC Pay Per Click What is the secret to reaching Google page #1 without doing SEO? What is PPC? Pay per click advertising is form of online advertising where your ads are displayed in front of users when they use the keywords you target as they make searches in search engines.

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41 Advantages of Pay Per Click Marketing Looking for instant traffic? Interested in targeting your potential customers with online ads set to only appear at a certain time for a specific geographic location? Get instant traffic online with Pay Per Click

42 Advantages of Pay Per Click Marketing The position of your ads against your competitors will depend on how much you are bidding for your target keywords and your quality score. Depending on the campaign settings, your ads may also appear on various sites that are part of the Google, Bing and Yahoo! networks.

43 Advantages of Pay Per Click Marketing There are many options to target your customers Some of the targeting options are by device, location, language, scheduling, and keyword matching. When they click on any of your ads, they are directed to a landing page on your website where you can convert them to leads or customers via an inquiry or contact form.

44 Advantages of Pay Per Click Marketing Pay per click advertising allows you to reach the first page of Google instantly even for highly competitive keywords. You only pay for clicks. With traditional advertising, you pay a huge amount for media exposure to a wide audience but are unable to target users based on actual search and intent.

45 Advantages of Pay Per Click Marketing Rapidly deployed-nearly instant traffic to your custom landing page created for conversions With PPC, you get exposed to a targeted audience and pay only when someone actually clicks on your ads. Cost per click depends on Quality Score

46 Advantages of Pay Per Click Marketing Even if we are displaying banners with your phone number on them, you do not get charged when someone calls your phone number, only if they click on the ad. In essence, you get FREE phone

47 Pay Per Click Marketing Quality Score Quality Score is a variable used by Google, Yahoo! (called Quality Index), and Bing that can influence both the rank and cost per click (CPC) of ads. To determine the order in which ads are listed, each ad has the following formula run against it: bid * Quality Score. Ads are then listed in descending order based on the result of that equation. The exact weight of Quality Score versus bid has not been revealed by any of the major search engines, and each company has stated that they reserve the right to continually adjust their ranking methodologies.

48 Pay Per Click Marketing Quality Score Factors in determining Quality Score 1. Click-through rate-most important for Google a. (CTR) of the keyword and matched ad b. overall historic CTR of the entire AdWords account c. the historic CTR of the display URLs in the ad group

49 Pay Per Click Marketing Quality Score Factors in determining Quality Score 2. Ad copy relevance relevance of the ad copy to the keyword ads with ad copy that contains the keyword will have a higher Quality Score than ads with ad copy that does not contain the keyword.

50 Pay Per Click Marketing Quality Score Factors in determining Quality Score 3. Landing page quality landing page quality is a factor in determining Quality Score. Landing page quality generally refers to whether or not the page contains relevant and original content and the navigability of the site.

51 Pay Per Click Marketing Quality Score Factors in determining Quality Score 4. Landing page load time In June 2008 Google revealed that landing page load time impacts Quality Score.

52 Pay Per Click Marketing Quality Score Factors in determining Quality Score 5. Geographical considerations Google has revealed that the accounts performance in the geographical region where the ad will be shown impacts Quality Score.

53 Pay Per Click Marketing Quality Score Factors in determining Quality Score 6. Other Factors speculation in the search engine marketing (SEM) community that Google is using on-site conversion data in its Quality Score formula?

54 Advantages of Pay Per Click Marketing Unlike SEO, which can take time to build rankings, PPC immediately establishes an online presence, requires no real build-up time, and generates ROI much more quickly when done right.

55 Advantages of Pay Per Click Marketing 1. You only pay for clicks-you only pay when someone actually clicks on your ads, which means that a campaign sending you only a small amount of traffic will cost you a very little amount of money and a campaign sending you a lot of traffic which would cost you more money. In short, with PPC you get what you pay for. 2. Traffic is targeted-when you use PPC, your ads will be placed on search engine results pages based on the keywords typed by search engine users.

56 Advantages of Pay Per Click Marketing 3. You Have Control of Budget and Scheduling-With PPC, you can set a maximum budget on a daily or monthly basis. This allows for some flexibility, either when you just want to test a campaign, test new keywords, or massively increase the size of your campaign because the ROI has proven itself. You may also effectively schedule your ads to appear based on what you think the days of the week or time of day your target market is searching for a product or service you offer. 4. Fast, Measurable Results-Every keyword that triggered your ads to be displayed (impressions) and every click or click through rate (CTR) and the cost per click for every keyword (CPC) is tracked and measured. Conversions can also be tracked when they make a phone call, when they sign up to your newsletter or fulfill an order form and make a payment. Since results can be measured daily, weekly or monthly, this allows for systematic optimization.

57 Advantages of Pay Per Click Marketing What are Your Competitors Doing? Your biggest competitors most likely have done PPC or are probably doing PPC. One survey shows that online marketing savvy businesses have a strong focus on paid search (PPC). Some 90% of marketers are either retaining or increasing their PPC spending for the year ahead. PPC is also often used to supplement SEO efforts, as SEO mostly makes an impact on search rankings in the long term.

58 Advantages of Pay Per Click Marketing What are Your Competitors Doing? Online Marketing Budget Allocation

59 Google AdWords Remarketing What is Google AdWords Remarketing? Remarketing (also known as retargeting) is an advertising method introduced by Google that allows you to serve tailored advertisements to people who have visited your site. This method gives your prospects another chance to hire your law firm even after leaving your website. In Remarketing, advertisements are displayed to an audience that has displayed interest by visiting your website.

60 Google AdWords Remarketing What is Google AdWords Remarketing? Remarketing (also known as retargeting) is an advertising method introduced by Google that allows you to serve tailored advertisements to people who have visited your site. This method gives your prospects another chance to hire your law firm even after leaving your website. In Remarketing, advertisements are displayed to an audience that has displayed interest by visiting your website.

61 Google AdWords Remarketing

62 Google AdWords Remarketing Why Engage in AdWords Remarketing? High Visibility-Your ads will be all over the place. You will look like a big advertiser, an established company, to your web visitors. Branding & Recall-Your positive ad messages will long be identified with you and will also help people remember your brand easily. Cost-efficient-You only get charged for clicks, while you could virtually get thousands or millions of impressions (free branding). Free traffic-due to high visibility, branding and recall, those who saw your remarketing ads may just as well type your URL directly, or Google your brand name, which avoids the cost that will incur when someone clicks on your ads.

63 Google AdWords Remarketing Why Engage in AdWords Remarketing?

64 Google AdWords Remarketing How Big is the Google Display Network? The Google Display Network (GDN) is the world's largest display advertising network, which includes Google properties such as YouTube, Blogger, Gmail, and 2 million other websites like USA Today and New York Times. The Google DisplayNetwork serves 180 billion impressions each month or about 6 billionimpressions a day.(comscore) Google display network reaches 90% of global Internet users. (Google Benchmarks and Insights)

65 Google AdWords Remarketing How Big is the Google Display Network? The average click-through rate of an ad on the Google DisplayNetwork is 0.4% -- four times as high as the average banner ad and almost ten times as high as a Facebook ad.(wordstream) AdWords remarketing is not only great for driving visitors back to your website to convert but is also great at improving your branding which in effect increases conversion and customer retention.

66 Lead Generation Uncovered-Why It Matters How does your business and website appear? Tools to check Check How Your Business Appears Online (Citation Report) and Reputation Report check how your site appears on a mobile device. Contact me for a Free website evaluation/audit Contact me for copies of slides Contact me for book Internet Marketing For Local Business Ed Kundahl, Ph.D., M.B.A ext. 101 ed@forlawfirmsonly.com

67 Lead Generation-Live Attorney Calls, PPC, Retargeting Sponsored by Presented by We make law firms grow. Ask us how.