thinking big presentation (jim schonrock)

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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