Amplify Your Law Firm's Marketing with

Online Tools

www.accessc.com 203.975.2950

Fairfield County Bar Association October 2, 2012

But... • Time –consuming • Geographically limited

Referrals – The No. 1 Source of New Business

Benefits of Online: • Wider Geography • Reach many prospective clients simultaneously • Works while you sleep • Applies to all legal specialties

Online Search – The Emerging Source of New Business

76% of consumers looking for an attorney in the last year went online

(The Research Intelligence Group, March 2012)

• Website • Content:

Press Releases Articles Blogs Videos Case Studies

• Email Marketing • Social Media • Search Engine Optimization • Pay Per Click Advertising • Mobile Marketing

Online Tools to Increase Your Visibility (hence “Findability”)

Website

• Use reassuring language • Less “we,” more “you” • Easy navigation to

content and social sites • Prominent contact

information on every page

Press Release

• About 400 words • Keywords in

headline and throughout copy

• Links back to your website

Best Lawyers Names New York Product Liability Lawyer Alan Konigsberg the 2013 "Lawyer of the Year"

New York, NY (PRWEB) October 01, 2012: Best Lawyers,

the oldest and one of the most highly-respected peer

review publications in the legal profession, has just

named Alan J. Konigsberg, a successful New York

product liability attorney, the “Lawyer of the Year” in the

area of plaintiff’s product liability litigation for the year

2013.

Alan J. Konigsberg is a senior founding member and the

managing partner at Levy Phillips & Konigsberg, LLP, a

nationally recognized trial firm with offices in New York,

New Jersey, and Georgia. The firm itself has been listed

in the U.S. News/Best Lawyers’ “Best Law Firm” edition in

the category of plaintiff’s product liability, personal injury,

and mass tort litigation. Alan heads the firm’s product liability, infant lead poisoning, medical malpractice,

personal injury, as well as whistleblower sections.

...

Press Release Distribution

• Submit to free and paid sites. Examples: Free 1888pressrelease.com pr.com Industry websites and blogs Local newspapers

Paid prweb.com PRNewswire.com A Google search will turn up many industry and local outlets.

• Post on your website in a “News” section

Articles

• Publish on your website and in external publications

• Can be integrated into your e-newsletter

• Keep articles focused on two or three keywords

• Use Google+ and author markup in your HTML code to have your photo appear next to your result in a Google search

Search: how to clear cookies on android phones

Articles

• Research external publications/websites. Which ones are your clients reading?

• Find contact information and writer’s guidelines on website, if available

• Pitch your article to the editor

• Check the publication’s terms; some sites assume copyright to your work

Articles

Dear Janet,

As more consumers go to the web for insurance

rates and products, it becomes important for

agencies to be found through online searches.

There are many articles on the web that describe

the importance of optimizing websites for search

engines, but few that tell the reader how to

approach the task. I would like to propose an article

of 850-900 words that gives your readers actionable

tips and information on how they can optimize their

websites for Google.

The article will be written for agency personnel and

will use examples from insurance. It will provide

clear direction and not overwhelm readers with

technical details. It will not promote my company or

its services.

Example of a pitch to an editor:

Blogs

• Can be integrated into your website’s design • Help display your knowledge • Show that you’re current with the latest knowledge • Help your website be found through searches • Can be integrated with your e-newsletter • Need constant marketing, especially initially • Traffic can be slow to accumulate

Blogs

Far from being fluff, blog posts are full-fledged articles

Blogs

Blogging as a guest on other legal or non-legal blogs extends your reach

Videos

• People and search engines love videos

• Use to present your capabilities, attorneys, “how-to” tips

• Use for testimonials, if possible

• Host on your web space or on YouTube

Videos

Case Studies

• Work especially well with corporate clients

• Host on your website

• Follow challenge-solution-results format

Case Studies

• Can be as detailed as you wish

Email Marketing

• Inexpensive, easy to use • Highest ROI of any marketing channel: $39.40

returned for every $1 invested • Consistent reminder of your value • Trackable, measurable • Content can include news, opinion, analysis, case

studies, etc. • Content is king – topic, length, subject line, sender ID • Best when targeted to clients who have repeated

need for your services

Email Marketing Articles are also posted on the website or blog

Email Marketing

Sources of email addresses: • Form on your

website • Current clients • Prospective

clients

Social Media

• “Social media” is not synonymous with “Facebook” • Includes LinkedIn, Twitter, blogs, videos, forums... • No. 1 rule: Be sociable and participate • Quality of your input matters more than quantity • Return on investment is uncertain

Twitter

• First listen, then tweet • Search for and follow influential members in your

target industries • Some of them will follow you back • Participate – retweet, respond to direct messages • Use #hashtags to make your tweets easier to find

Twitter

Example of a search for “patent law”

Search Engine Optimization (SEO)

• Rank on Google depends on content and incoming links

• More content optimized for keywords helps your ranking and visibility

• Keep directory listings up-to-date • Local search becoming more important – Google

maps, Bing maps

Search: tax attorney stamford ct

Web Search

Pay Per Click

• You pay Google only when your ad is clicked

• Buy ads based on keywords, day of week, geography, etc.

Search: tax attorney stamford ct

Mobile Search

Mobile Marketing

• In June 2012, 55% of mobile phone users owned smartphones • In 2Q 2012, 66% of mobile phone buyers acquired a smartphone

(source: Nielsen) • 94% of smartphone users have searched for local information • 74% called a business after searching (Source: Google and Ipsos) • If your website analytics show more than 10% of your visitors

arriving by mobile phone, you need a mobile website

Mobile Marketing

Desktop website...

Mobile Marketing

...and mobile website

www.accessc.com

Websites Content Creation – Articles, Case Studies, Newsletters... Brochures Graphic Design Social Media Marketing Search Engine Optimization and Marketing Mobile Marketing Video Editing and Production