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1 Social Media Marketing and Reputation 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 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 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 Local SEO Uncovered 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
11 SOCIAL SUCCESS: STRATEGIES FOR USING SOCIAL MEDIA TO FIND MORE CLIENTS AND GENERATE BIGGER PROFITS
12 Agenda I. Why focus on social media? II. Common social media mistakes and misconceptions III. Strategies for success with social media
13 act one Why focus on social media?
14 Staggering growth + #1 activity on internet million tweets daily million daily Facebook active users + 1 out of every 6 minutes spent online is on Facebook
15 Cream of the crop-here are the top 7 Most Popular Social Networking Sites ranked by a combination of continually updated traffic statistics as of Oct Facebook 2 Twitter 3 LinkedIn 4 Pinterest 5 Google Plus+ 6 Tumblr 7 Instagram
16 How time flies. Social media Makes up 27% of time spent online
17 Both personal and business + 77% B2c / 43% b2b companies found customers using Facebook + double the leads of telemarketing, direct mail, or pay-per-click + 46% of users count on social media When deciding to purchase
18 Don t underestimate the impact + 70% of consumers more likely to use Social media Friendly businesses + 72% trust online reviews as much as personal recommendations + b2b companies with blogs generate 67% More leads
19 how social media benefits them + increase brand awareness and traffic + build relationships and influence + gain new customers / increase loyalty + more revenue per customer + gather market intelligence (cheaply)
20 how social media benefits them
21 Act Two Common social media mistakes and misconceptions 21
22 Do you make these mistakes? + Thinking it doesn t influence Your customers or market + Not participating / incomplete profile + inconsistent or inappropriate activity
23 Dangerous misconceptions + Waste of time / Unimportant + only young people are using it + ROI cannot be measured + you have to be on every network + It is free marketing and gets immediate results
24 It s not just young people
25 Consistency is the key + Create consistent social profiles across largest networks (twitter, FB, G+, LI) + Post updates on a consistent basis.or else Risk being ignored
26 There are ways to measure ROI
27 Results take time It s a marathon, not a sprint Needs 3-9 months of consistent activity to see results
28 Act three Strategies for success with social media
29 Strategy #1: Go where your customers are Start with the most popular networks (e.g., Facebook, Twitter, Google +, and LinkedIN]
30 Strategy #2: Create complete profiles Use professional photo(s), describe your product/services, and link back to your website
31 Strategy #3: Be real and authentic Be genuine and personable admit to mistakes, engage your audience, and share stories
32 Strategy #4: Listen to what is being said Keep a finger on the pulse of your customers, competitors, and industry
33 Strategy #5: Create and post compelling content consistently Create valuable content and share with your audience.on a frequent basis.
34 Go the extra mile and deliver helpful content
35 Strategy #6: Actively engage your community
36 Strategy #7: Offer exclusive information
37 Strategy #8: Have a call to action
38 Strategy #9: Advertise Facebook Twitter LINKEDIN
39 How can my law firm benefit from social media? That s where people are-you can connect with people, which you can advertise a little bit and kind of have a presence and gain some exposure. You can stay connected with your past clients and referrals and this is just another way of staying top-of-mind which can actually increase referrals in the long-run. Resource to give information to provide resources, blog articles, news articles, things that are going to benefit your potential audience=subject matter expert!
40 Bottom Line
41 Bottom Line So how exactly do you choose the best social networks? Here are a few factors that we think might fit into this discussion. Time How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start. (Once you get going, tools like Buffer can help you save a bit of time.) Resources - What personnel and skills do you have to work with? Visual social networks like Pinterest and Instagram require images and photos. Social networks like Google+ emphasize quality content. Do you have the resources to create what s needed? Knowledge - What will be the learning curve for you for a given social network? Are there ones you're quite familiar with already? Getting up to speed might be a factor to consider here. Your audience Where do your potential customers hang out? Which social network has the right demographics?
42 Bottom Line For answers to this last question, you can reference the audience research and demographics from surveys like those conducted by Pew Research. For instance, Pew has complete data, collected last fall, of the demographics for Facebook, Twitter, Instagram, Pinterest, and LinkedIn. Here are a few quick takeaways: Facebook and Pinterest are more popular with women LinkedIn is more popular with men Facebook, Twitter, and Instagram are popular with the age group LinkedIn and Pinterest are more popular with those with advanced education Twitter, LinkedIn, and Pinterest are popular among those with higher income
43 Tips Customize Your Social Profile You may have heard "you never get a second chance to make a first impression"? That's why it's so key to get your profile filled out completely, before publicizing or promoting or going ahead with any more steps of your social strategy.
44 Tips Here's a quick checklist about all the parts you'll want to consider. Username About/description Location URL Profile picture Cover photo
45 Tips Seed your account with 5 to 10 posts (this helps people get a taste for what type of content you'll be posting and shows them that you're established and invested on the channel already) Profiles typically involve two different types of input: visuals and text. For visuals, we aim for consistency and familiarity with the visuals we use on our social media channels. This means that our avatar on Twitter matches our avatar on Facebook. Our cover photo on Google+ is similar to our cover on LinkedIn. Etc.
46 Tips Establish a Voice and a Tone Voice: Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional. Tone: A subset of your brand s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel. Essentially, there is one voice for your brand and many tones that refine that voice.
47 Tips Timing and Frequency What s the ideal amount to post per day? How often should you post? When should you post? What should you post? The solid gold, ironclad answer on questions like these is: It depends.
48 Tips Content Let's start with the basic six types of updates we all post: Links, images, video, quotes, reshares, plain-text updates.
49 Tips Content Let's start with the basic six types of updates we all post: Links, images, video, quotes, reshares, plain-text updates.
50 Content Visual content is huge for social media. Photos on Twitter lead to a 35 percent boost in retweets. Places like Pinterest and Google+ are tailor-made for visual content. Maybe the only place where image posts seem to suffer is on Facebook, where video - an alternate form of visual content - is surging.
51 Timing Here s an overview of what SumAll found in terms of best practices for social media timing (all times are Eastern Time). Facebook 1-4pm and 2-5pm weekdays Twitter 1-3pm weekdays Google+ 9-11am weekdays LinkedIn 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday Tumblr 7-10pm weekdays and 4pm on Fridays Instagram 5-6pm weekdays and 8pm on Mondays with a sweetspot at 6pm Pinterest 2-4pm and 8-11pm weekdays with weekends being the best
52 Frequency The simple answer for frequency: Post as often as you have engaging, entertaining, or useful content to share.
53 Frequency Here are some reference points for where you might start off with your scheduling (and test and see for yourself what's best). Facebook times per day Twitter - 5 times per day or more LinkedIn - 1 time per day, Monday through Friday Google+ - up to 5 times per day
54 Lead Generation To use social media to generate new leads, we recommend using these five steps: Set up a targeted landing page. Your landing page is separate from your website. It should feature content that addresses the specific needs of your target market and have one compelling call-to-action that gets them to connect with you. On the landing page offer them something of value. Offer visitors a free special report, audio CD, recorded webinar or white paper on a topic of interest to them. It must address a specific need of your target market like Top 10 Questions to Ask Before You Hire a Commercial Litigation Attorney.
55 Drive traffic to your landing page by promoting it via your social media outlets. You can announce your free special report on your blog, Facebook fan page, post a tweet or promote by including the link to it on your LinkedIn account and posting tips from it in your LinkedIn posts and any LinkedIn groups you belong to. Visitors to your landing page can only obtain your valuable information if they give you their contact information (name, phone and address) and by agreeing to opt into your database and be contacted by your law firm for follow-up. Use their contact information to follow up with them. When you connect with visitors to your landing page, you qualify them to see if they are a good prospect for you and then offer them a complimentary consultation (if that s part of your business model) or invite them to sign up for your monthly newsletter to keep in touch with them.
56 The key word is social! + GET OUT THERE AND BE SOCIAL! + build relationships and TRUST + SHARE CONTENT AND OFFERS + BE CONSISTENT! SOCIAL MEDIA WILL PAY OFF!
57 The Game Of Online Marketing Just Changed To Give 5 Star Companies The Advantage
58 Reviews Are So Important
59 Local SEO Uncovered
60 Marketing Game Changer Reviews Give You Pre-Qualified Presold Leads Because Buyers Trust Reviews 88% Of Buyers Trust Reviews As Much As Personal Recommendations. ~ Bright Local As Much A Family And Personal Recommendations
61 Could this happen to you?
62 Would you even know it?! Is your law firm getting blasted someplace online without you even knowing?!
63 It takes forever to build a good reputation, but only a seconds to destroy it.
64 A difference of one star in average rating led to difference in revenues of 5 to 9 percent Harvard Business Review Study
65 Negative reviews can hang an albatross around your neck if they appear prominently in search results. -Kermitt Pattison, NYTimes.com
66 Question? Three Law Firms Are Virtually Identical Service A Service B Service C Four Good Reviews Two Bad Reviews No Reviews Six 5 Star Reviews Who do you think the customer is going to choose? They re going to choose the first law firm listing they see that has the most positive reviews, right?
67 More Reviews = More Money
68 Why are Reviews Relevant?
69 Protecting Your Reputation
70 Who needs it? Organizations of all sizes Retailers, restaurants + hotels Lawyers, accountants + other professional services Physicians, dentists + other healthcare providers Celebrities, athletes and politicians Anyone who needs help improving their online reputation
71 Monitor, manage, promote
72 Monitor Social media (Twitter, Facebook, et. al) Blogs SERPS Message boards/forums Location-based directories (Foursquare, Yelp, etc.) Key influencers
73 Free Monitoring Tools Google Alerts Social Mention TweetDeck RSS readers
74 Manage Claim your listings Respond to complaints (IMPORTANT) Encourage positive reviews
75 Promote Social media promotions Local directory management (e.g. Google Places) Company blogging / website management Press releases YouTube (SEO!) Customer outreach Advertise (Google, Facebook, LinkedIn, et. al)
76 Best Practices
77 Make ORM an ongoing part of your business.
78 Be willing to face hard truths.
79 A bad apology is worse than no apology. -Randy Pausch
80 Take complaints seriously, not personally.
81
82
83 Study: 90% trust online recommendations from people they know, and 70% trust opinions of unknown users they have never met. -Econsultancy (July 2009)
84 Get Reviews
85 Process of Online Reviews Step 1: Step 2: Step 3: Step 4: Ask customer for address Write up and send to request review Customer leaves review Monitor reputation
86 You Need to Do
87 Two Best Practices Ask every customer for a review Respond to every review
88 Ask every customer for a review
89 Don t Be Scared!
90 Positive Review Builds relationships Creates referral pipeline Respond thoughtfully to each one
91 Negative Review Use as opportunities to resolve issues Always respond professionally Offer a solution
92
93 to Take Reviews to the Next Level
94 Highlight reviews in all marketing materials
95 Involve your employees
96 Key Takeaways Ask every customer for a review Respond to all of your reviews Leverage reviews throughout the web and in all marketing materials Involve your employees
97 When You Take Control of Your Reputation You Control Your Online Image The Success of Your Business is Anchored to Your Reputation Remember: Your Search Reviews are Your Revenue!
98 Q: Reputation Marketing & Referrals After Being Referred A Business, What Do You Do Next? Real Strategic Inc. All Rights Reserved
99 Pull Your Reputation Report
100 Local SEO Uncovered 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
101 Social Marketing Tools Blog Tools I use almost every day Sprout Social Monitor and schedule posts. Social Made Simple Calendar features allows me to schedule posts and repurpose posts for future syndication to the top social sites. Once your blogpost is written and published, you can set up an easy sharing schedule with Buffer. Schedule your new article to go to your social channels multiple times with different headlines or images attached to each update.
102 Social Marketing Tools Blog Topic Generator Don t know what to blog about? Use the Blog Topic Generator to help get some ideas. Fill in the fields with terms (preferably nouns) that you would like to write about and the system will come up with a week s work of relevant blog posts titles. Enter a topic or a URL into the BuzzSumo search box, and you ll get a wealth of information on the content that performs best for social media sharing. BuzzSumo can be super useful for fleshing out an existing idea to find the perfect angle or in taking a broad look at the content that does well (and the blogs who do it best) in your niche. Enter a subject into the Portent tool, and you ll get a sample blogpost title, complete with helpful and witty breakdowns of why the title might make for a good read. Refresh as many times as you d like for new ideas.
103 Questions? We re here to help Get in touch!
104 Social Media Marketing and Reputation Marketing Sponsored by Presented by We make law firms grow. Ask us how.
Video Marketing For Law Firms
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