Does Your Brand Have Bandwidth?a holistic view of how consumers find and engage with your brand

May 22nd, 2019

Mark Melago

Senior Client Development

Consultant

Mike Beitcher

Regional Digital Strategist

Today’s Agenda

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A Note On Evolution

Brands & Bandwidth?

Build Your Brand Authority

Key Takeaways

Q&A

THE EVOLUTION OF DIGITAL MARKETING

“The ‘marketing concept’ proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and wants of consumers

and satisfy these more effectively than competitors”

Give customers what they want.

Be where they are.

LOOK BACK, THEN LOOK AHEAD

1997 2007 2017 2027

simply put

MARKETING JUST ISN’T EASY ANYMORE

why change

OUR INDUSTRY IS SHIFTING

1997 2007 20272018

domain authority(www.yourlawfirm.com)

brand authorityyour law firm

why change

OUR INDUSTRY IS SHIFTING

2018 2020

engagement

traditional seo

local data

engagement

traditional seo

local data

look again

TODAY’S DIGITAL ECOSYSTEM

BRANDS & BANDWIDTH

DO YOUR BRANDS MATCH?

Your Offline Brand (office, reputation, networking presence)

Your Online Brand(website, online reviews, directories)

WHAT’S BEING VIEWED?

Google My Business profile

Organic search results

Paid advertisements

Online reviews

Social media profiles

Legal directory profiles

Your website

Awards and recognitions

Your videos

Your blog

don’t just take my word for it

THE NUMBERS ARE IN

20%of Google mobile searches are voice searches

4xas many customers would rather watch a video than read about it

54%of people would hire an attorney via social media (72% of millennials)

23%of Google searchers click the paid ads at the top

84%of people trust an online review as much as a personal recommendation

73%of consumers found content with strong personality helped form loyal relationships

BUILD YOUR BRAND AUTHORITY

success starts and ends with

A GOOD CONVERSION PLATFORM

your website here

build on that success

4 KEY ADD-ONS

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BloggingPost about thought leadership, changes in the law, successful cases, community events.

ReviewsAsk for them. Send a follow-up email, print a review card, etc. Make it easy to review you.

Social MediaKeep it real and share things that align with your firm’s brand and you clients’ interests.

DirectoriesClaim your profiles. People trust directories. Get on FindLaw, LawInfo, Justia, Lawyers.com, Super Lawyers

it exists

INTEGRATED MARKETING REACHOPTIONAL TO INCLUDE

PRODUCT SLIDES

it exists

INTEGRATED MARKETING REACH

the program

the people

the process

custom, mobile-ready website

compelling, valuable content

ongoing blog posts

paid social media advertising

https compliance

directory listings

it exists

INTEGRATED MARKETING REACH

the program

the people

the process

dedicated account managers

award-winning designers

expert content strategists

skilled legal bloggers

it exists

INTEGRATED MARKETING REACH

the program

the people the process

in-depth brand assessment

customized marketing strategy

ongoing performance monitoring

fluid tactics that evolve with your needs

KEY TAKEAWAYS

Consumers are accessing information and making buying decisions based on multiple sources

SEO is not a marketing strategy. It’s one part of a successful marketing strategy

A successful marketing strategy starts with a strong foundation

Your offline and online brands need to match

YOU CAN’T IGNORE IT

future-proof your law practice

7 TRENDS FOR TOMORROW

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Reviews

Followers & Social Following

Thought Leadership (blogging)

Showcase Your Expertise

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Video

Own Your Brand

Voice Search

Q&A

THANK YOUfor attending!

LawyerMarketing.com