Why Are So Many Law Firms Struggling With Mobile Marketing?

Transcription

1 Why Are So Many Law Firms Struggling With Mobile Marketing? 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 of PPB Webinar Series Goals of this webinar 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 and mobile search marketing

4 About BusinessCreator, Inc. Holistic approach to local and mobile 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 Law Firms 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 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 or Mobile 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 Agenda Google and Mobile Where To Begin in the Mobile World? Mobile-Only Site versus Mobile Responsive Mobile Marketing-What Exactly Is Mobile Marketing? Mobile Display Ads What are they How do they work How do I get started Mobile Apps. Does My Law Firm Need A Mobile App?

11 FOUNDATIONAL solution that integrates well into local digital offerings. Piece you must do PRIOR to everything else you re doing in your local search campaign. Content Marketing LSEO Business Listings Management Citation Management and Building

12 Mobile Websites Mobile Web Apps Mobile Advertising QR Codes Mobile Location Analytics Text Message Marketing Mobile SEO

13 Google Share of U.S. Mobile Organic Search Market = 89% (as of June 2015)

14 What Is Mobilegeddon & The Google Mobile Friendly Update What is Mobilegeddon? Simply put Google is changing its algorithm so that on searches made on mobile devices, "mobile friendly" sites will be elevated over sites that are not mobile friendly. According to Google a mobile-friendly site boils down to the following: Avoids software that doesn't render well on common mobile devices. (Think Flash) Uses text that is readable without zooming. Sizes content to the screen properly without having to scroll horizontally. (Vertically is fine.) Places links far enough apart so that the correct link can be easily tapped.

15 What Is Mobilegeddon & The Google Mobile Friendly Update Businesses Lost Search Traffic As A Result Of Not Being Mobile Friendly Mobile Rankings Have Never Been More Different From Desktop Rankings Than They Are Right Now It Will Only Get Worse For Those Not Optimized For Multiple Screens If you re not yet mobile-friendly, make it happen. And if you are mobile friendly, prepare for the next update because in this new era of SEO, it s no longer possible to ignore mobile searchers and mobile sites and compete with those who don t.

16 What Is Mobilegeddon & The Google Mobile Friendly Update Mobile-Friendly Test

17 The Mobile Game Has Changed.

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19 Why?

20 Today Smartphones Are AMAZING!

21 Mobilize Your Business! How to Reach Today s On-the-Go Customer and Crush Your Competition! What is mobile marketing? mo bile mar ket ing (noun) A set of practices that enables organizations to communicate and engage their audience in an interactive and relevant manner through any mobile device or network. (Mobile Marketing Association)

22 What s the big deal? 93% of adult Americans have mobile phones #1 most-used technology device (more than PCs!) 35% of all U.S. households have ditched their landlines (Experian, American Mobile Consumer Report March 2015)

23 People use their mobile phones 6X more than their computers to search for your law firm Are you reaching them there?

24 How can your law firm benefit from mobile marketing?

25 Benefits of mobile marketing Increase client loyalty Generate more revenue per client Increase brand awareness Boost website traffic Boost appointments/consultations-get the phone to RING!

26 Challenges for Law Firms 44% - lack of time to figure out a new technology 30% - Perceived expense 30% - lack of understanding of how to start (Fanminder Mobile Marketing Survey August 2014)

27 Where to start? Mobile Website

28 Mobile = New Challenges Phones = small screens How does your website look on that screen? If it s not optimized, searchers won t bother

29 Mobile Website Choices, Decisions, More Decisions

30 Responsive vs. Dedicated Mobile

31 Which One?

32 Responsive web design (RWD) uses one website and automatically adapts and resizes content to fit a user s device, based on a number of factors like device and browser type, screen size, and screen orientation. RWD respond to their environment. The Responsive Design responds/adapts depending upon the layout of the device. Responsive Design Adapts to Screen Size

33 Mobile-only A mobile-only site is built as a completely separate site from your primary website. Stripped-down version of the main site, with less content and an emphasis on contact methods rather than a complete website experience. When a user accesses your site from a mobile device, it is automatically directed to the mobile version.

34 Need a Mobile-Friendly Website? But unsure about which solution to choose Both a mobile site and responsive design will optimize your site to be more appropriate for smaller screens. Both will offer simpler navigation and faster load times. However, there are differences, which is why we share the advantages and disadvantages of both solutions below.

35 Rendering Experience Mobile Site A mobile site is essentially a copy of your website, where the server does the work to deliver an optimized page that s smaller and easier to navigate. The solution can really customize a unique experience for mobile users. Responsive Design In responsive design, the device does the work and automatically adjusts according to a device s screen size (large or small) and orientation (landscape or portrait). It switches between these options onthe-fly. A good choice when it might be too expensive to redesign responsively. A very good and flexible solution.

36 Domain Protection Mobile Site With a mobile site, you must create a different domain (many companies choose to differentiate theirs by m.domain.com ). Responsive Design Responsive design lets you keep your own domain nothing changes except code on the back-end. Can dilute domain and hurt organic search traffic. Can add to website management because you have to maintain two separate silos of content. Googles thinks this is the better solution:...maintaining a single shared site preserves a canonical URL, avoiding any complicated redirects, and simplifies the sharing of web addresses...

37 Link Equity Mobile Site Because a mobile site uses a separate domain, links shared from mobile browsers will not count as search link equity toward your primary site. Responsive Design Since responsive design simply embeds new code on the back-end of your website, your company s link equity is preserved. Not as good for search. Better option for search.

38 Future-Ready Mobile Site Re-working of a mobile site might be needed in order to stay current with nextgeneration phones and mobile browsers. Responsive Design The technology is more forward-thinking because once added to site it will work on next months and next year s devices without having to be programmed further.

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40 Why A Mobile Website Can Help You Grow Your Business Google research: no mobile site = lost customers Research performed by Google says that mobile-friendly sites make 67% of customers MORE LIKELY to buy a company's product or service. Conversely, not having a mobile site can cause you to LOSE up to 61% of your customers to a competitor. Those are big numbers!

41 Why A Mobile Website Can Help You Grow Your Business 82% of local mobile searches turn into phone calls Google says that over 60% of mobile searches are local in nature, and that 82% of those searches become phone calls.

42 Why A Mobile Website Can Help You Grow Your Law Firm Two-Thirds of mobile users say a mobile-friendly site makes them more likely to contact a law firm for its service. Higher customer engagement (repeat visits) coupled with higher satisfaction index while on a mobile website turn visitors into clients.

43 Why A Mobile Website Can Help You Grow Your Law Firm 40% of mobile users switched from one firm's website to a competitor's after having to deal with a poorly designed website for their mobile device. Consumers have come to expect mobile websites from the businesses they work with, large or small, and if your website does not deliver when they try to access it on their Smartphone while out and about, they are very likely to start looking elsewhere.

44 Why A Mobile Website Can Help You Grow Your Law Firm Inbound mobile phone calls are times more likely to convert than inbound web form leads Google says that 82% of mobile searches result in a phone call and Inbound phone calls are times more likely to convert than inbound web leads. Mobile growth is staggering - Mobile users surpassed desktop users In other words mobile searches produce more client conversions for your law firms than simple web clicks.

45 Why A Mobile Website Can Help You Grow Your Law Firm You re ignoring a large percentage of your reachable market. The fact is, mobile is now more popular than the desktop PC surpassing internet desktop usage last year. Mobile is often the starting point for those searching for legal solutions. Google recently rolled out an algorithm change that penalizes sites that aren t mobile friendly. What does that mean? That means prospects are unlikely to find your site via a mobile search.

46 Why A Mobile Website Can Help You Grow Your Law Firm It makes your business look out of touch The proliferation of mobile devices ensure that mobile is here to stay and is a part of the business landscape moving forward, says Robert Manigold, Business Development at Codekoalas. To ignore this is simply showing a lack of understanding of how the landscape of business has changed.

47 Why A Mobile Website Can Help You Grow Your Law Firm You miss out on the social sharing economy Most social sharing occurs from mobile devices. Ignoring mobile harms your company s ability to spread on social sites. With the majority of social media accessed through mobile devices and a rising trend towards accessing websites through mobile, not having a mobile optimized site can turn away a large percentage of possible customers. People are also reading more articles on mobile than ever before. This means that any blogs or content that you push through your company is missing its full audience if it doesn t show up on mobile. Deborah Sweeney, CEO of MyCorporation.

48 What s Next? So now you have a mobile website

49 What s Next? Mobile SEO

50 What is mobile SEO Similar to SEO getting ranked in the search engines BUT Making sure you are optimized for mobile You want to be easily found when people are searching on the move!

51 Mobile Optimization Mobile optimization is the process of ensuring that visitors who access your site from mobile devices have an experience optimized for the device.

52 Mobile Optimization Mobile SEO is based on very similar principles to general SEO. A website which quickly and easily resolves a user s search query will always rank higher than one that doesn t regardless of what platform the user is browsing on. So already having a decent SEO strategy in place puts you in a good position to be successful on mobile.

53 Mobile SEO Best Practices If your site is already well optimized for search engines, there are only a few additional things that you need to think about when optimizing for mobile. Page speed Because of hardware and connectivity issues, page speed is even more important for mobile users than desktop users.

54 Site design for mobile Mobile devices are simplifying and revolutionizing the ways sites are designed. "Above the fold" no longer has meaning in a world where we scroll endlessly. Don't use Flash The plugin may not be available on your user's phone, which means they'll miss out on all the fun. If you want to create special effects, use HTML5 instead. Don't use pop-ups either It can be difficult and frustrating to try and close these on a mobile device. This might lead to a high bounce rate. Design for the fat finger Touch screen navigation can lead to accidental clicks if your buttons are too big, too small, or in the path of a finger that's trying to get the page to scroll.

55 Optimize titles and meta descriptions Remember that you're working with less screen space when a user searches using a mobile device. To show off your best work in SERPS, be as concise as possible (without sacrificing the quality of the information) when creating titles, URLs, and meta descriptions. Use Schema.org structured data Because of the limited screen space, a search result with rich snippets is even more likely to stand out than on a desktop. Optimize for local search If your business has a local element, remember to optimize your mobile content for local search. This includes standardizing your name, address, and phone number and including your city and state name in your site's metadata.

56 If you redirect users to a mobile site, make sure you redirect them to the right place If you have a separate mobile site (e.g. m.example.com), you need to make sure that it, and the desktop site (e.g. example.com), have bi-directional redirects set correctly. From Google s updated best-practices guide: Google updated annotation requirements for websites that use separate mobile URLs. They now require two-way (that is, bi-directional ) annotation. For any large website, being fully compliant with these annotations is a significant, yet important, undertaking. If you have a separate mobile URL, 100% compliance with these requirements means modifying the page markup for every page on both your desktop and mobile websites. It s hard work: over half of the websites in the Internet Retailer Top 500 fail to set their canonical tag for pages other than the homepage. And 95% fail to set the corresponding desktop annotation.

57 If you redirect users to a mobile site, make sure you redirect them to the right place. If you have a separate mobile URL, 100% compliance with these requirements means modifying the page markup for every page on both your desktop and mobile websites. It s hard work: over half of the websites in the Internet Retailer Top 500 fail to set their canonical tag for pages other than the homepage. And 95% fail to set the corresponding desktop annotation.

58 Mobile site configuration conclusion Probably the most important decision you'll make when setting up a site is deciding whether you want to use a responsive or separate site configuration. Each has its advantages and disadvantages. Google prefers responsive design but supports all options as long as you have set them up properly.

59 Mobile Display Marketing Location-based marketing From $0 in 2009, location-based marketing is projected to grow to $6 billion in Some businesses are seeing 65 percent redemption rates from new, real-time geo-targeted ads (example Free Consultation). (Borrell Associates)

60 Benefits of mobile marketing Increase client loyalty Generate more revenue per client Increase brand awareness Boost website traffic Boost appointments/consultations Get the phone to RING!

61 -Mobile Display Marketing Mobile Display Marketing-Why? Smart phones are now used by over 90% of consumers (Comscore) US Consumers spend an average 4.5 hours per day on their smart phones (excluding voice calls) (emarketer) Consumers spend nearly 8X more time on their smart phone than all print media combined (emarketer) ~80%+ of time spent on mobile is outside of Google and Facebook (FLurry Analytics)

62 Mobile Display Marketing Strategies for mobile display advertising Get targeted - Location-GeoTargeting, GeoTargeting, GeoTargeting - Using specific apps iseeklaw-dan Rosemark, Esq. next webinar - Using specific display advertising platform NearYou/Moasis Platform

63 Mobile Display Marketing Strategies for mobile display advertising Be realistic about what you expect What can you make happen? - Make a phone call - Opt-in to list - Download an app Must be quick and easy to do on a phone

64 -Mobile Display Marketing Mobile Display Marketing Mobile display advertising-how? As simple as placing a normal online ad Make sure ad is designed for mobile Target timing that the ad displayed Target location where the ad is displayed

65 -Mobile Display Marketing Mobile Display Marketing

66 -Mobile Display Marketing

67 -Mobile Display Marketing Geofences -- the standard convention in location targeting today -- have serious limitations

68 -Mobile Display Marketing Re-defining location precision with the Geo-Grid TM

69 -Mobile Display Marketing Mobile Display Marketing The 21st Century Answer to the Paper Flyer Your mflyer landing page Your ads Your business ads run across 60,000+ different mobile apps and websites including ESPN and The Huffington Post Your ads are seen by consumers in specific locations you choose around your business You can deliver more relevant offers by customizing ad messages by location and time of day Schedule your ads to connect with customers at just the right time It s Fast & simple - we can create and launch good looking ads and launch within an hour

70 -Mobile Display Marketing Mobile Display Marketing The 21st Century Answer to the Paper Flyer See results -- including how many times your ads get seen, opened, and acted upon -- by location Build awareness, drive traffic to your store, or deliver promotions locally Free trial, with fixed-cost Per Click model at $5 per click Your mflyer landing page Your ads Small setup and maintenace fee that includes graphic creation each month and monitoring

71 -Mobile Display Marketing

72 -Mobile Display Marketing

73 -Mobile Display Marketing

74 -Mobile Display Marketing mflyer is the 21 st Century s answer to paper flyers Enables our clients to drive traffic to their sites or office Enables law firms to deliver relevant local mobile advertisements directly to consumers mobile devices mflyer enables you to cherry-pick neighborhoods

75 -Mobile Display Marketing

76 Mobile Web Apps vs. Mobile Website Platform Independent (Browser) Rich Experience APPS No A separate application is required for each platform. Yes Apps can take total advantage of native features. MOBILE WEB Yes A mobile web site is accessible on each platform. Yes/No With work, some native features can be used. Brand Extensible Yes Apps are a great extension of your brand. Yes Mobile sites are a great extension of your brand. Easily Publishable Cost Yes/No Apps require a lengthy approval process for release (Apple). No can be $15K for custom app with continued updates and cost as Apple/Android change the OS. Yes Updating a mobile site takes mere minutes. Yes Lower cost to build. Built on Mobile or Responsive CMS which are easily updated.

77 Mobile Apps Are you aware of the fact that mobile apps have completely changed the business scenario today? With billions of new apps being developed everyday, the future has finally evolved. Why are Businesses Creating Mobile Apps? The volume of Mobile Phones is much higher than PCs. The average time spent on Mobile Apps is 66% of total online time. On average, people check their mobile every 6 minutes. People use mobile Apps 6 times more than the mobile websites. 79% smart-phones users use their mobile to make purchasing decisions. 50% users make a purchase on Mobile within 1 hour as compared to 1 month on Desktops. 73% of Business Owners use Mobile Apps daily. Business owners also use Mobile Apps for Customer Engagement. Solution- iseeklaw

78 Mobile Apps In today's Mobile world, there are over 25 Billion Mobile Apps as of Jan 2015 So what are you waiting for? Don t have an idea/concept yet? Don t have the budget? Solution-iseekLaw-mobile directory with loads of features built by an attorney for attorneys. Next webinar will focus on our law app and how you can take advantage of iseeklaw.

79 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

80 Why Are So Many Law Firms Struggling With Mobile Marketing? Sponsored by Presented by We make law firms grow. Ask us how.