lma content marketing for law firms

33
www.verticalmeasures.com LEGAL MARKETING CONFERENCE HOW TO WIN AT SEARCH, SOCIAL & CONTENT MARKETING Arnie Kuenn, President, Vertical Measures - @ArnieK

Upload: vertical-measures

Post on 01-Nov-2014

1.219 views

Category:

Business


2 download

DESCRIPTION

How Law Firms Can Win at Search, Social & Content Marketing

TRANSCRIPT

Page 1: LMA content marketing for law firms

www.verticalmeasures.com

LEGAL MARKETING CONFERENCE

HOW TO WIN AT SEARCH, SOCIAL &

CONTENT MARKETING

Arnie Kuenn, President, Vertical Measures - @ArnieK

Page 2: LMA content marketing for law firms

ABOUT YOUR PRESENTER…

• President of Vertical Measures –

A Search, Social & Content Marketing Agency

• Instructor for the Content Marketing Institute &

Online Marketing Institute

• Been an Internet marketer longer than Google

has existed.

Page 3: LMA content marketing for law firms
Page 4: LMA content marketing for law firms

“CONTENT MARKETING”

Page 5: LMA content marketing for law firms

CONTENT MARKETING - THE TOP PRIORITY

Page 6: LMA content marketing for law firms

WHAT IS CONTENT MARKETING?

• Content marketing is the art of providing relevant,

valuable content to your clients and prospects

without selling or interrupting them.

• Instead of pitching your services, you are delivering

information that makes your prospective client more

intelligent before they commit to you.

• If you deliver consistent, ongoing valuable

information to clients, they ultimately reward you

with their business and loyalty.

Page 7: LMA content marketing for law firms

BUT WHY CONTENT

MARKETING?

Page 8: LMA content marketing for law firms
Page 9: LMA content marketing for law firms
Page 10: LMA content marketing for law firms
Page 11: LMA content marketing for law firms
Page 12: LMA content marketing for law firms

HOW IMPORTANT IS SEARCH?

of all consumers use search

prior to making a purchase

Source: GroupM

of searchers conduct non-

branded queries

of buyers click on organic

links vs the sponsored ads

Page 13: LMA content marketing for law firms

THINK LIKE A PUBLISHER!

Page 14: LMA content marketing for law firms

DEVELOP YOUR STRATEGY - SUMMARY

• Strategy will evolve through the whole

process

• Why are you creating the content you are

creating?

• Who is your audience?

• What types of content will you create?

• Who will create your content?

• When will you develop your content?

• What does success look like?

Page 15: LMA content marketing for law firms
Page 16: LMA content marketing for law firms

WHAT ARE WE SEARCHING FOR?

Page 17: LMA content marketing for law firms

START YOUR RESEARCH HERE!

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/

Page 18: LMA content marketing for law firms

LONG TAIL IS THE KEY!

Page 19: LMA content marketing for law firms

KNOW YOUR KEYWORDS

Page 20: LMA content marketing for law firms

MORE KEYWORD RESEARCH TOOLS

Google Keyword Suggest

Relate Searches

Page 21: LMA content marketing for law firms

MORE KEYWORD RESEARCH TOOLS

Google Insights

YouTube Related Searches

Page 22: LMA content marketing for law firms
Page 23: LMA content marketing for law firms

More than 2204

questions about

“patent attorney”

(exact match).

More than 3,600

using broad match!

Page 24: LMA content marketing for law firms

Long tail searches

are the key to

success!

Page 25: LMA content marketing for law firms

LIST ALL CONTENT IDEAS IN A SPREADSHEET

Page 26: LMA content marketing for law firms

PUT TOGETHER AN EDITORIAL CALENDAR

Page 27: LMA content marketing for law firms
Page 28: LMA content marketing for law firms
Page 29: LMA content marketing for law firms

BENEFITS OF A BLOG

• Gives you a vehicle to post new content

• Allows for internal linking

• Keeps the search engines coming back – have 434% more indexed pages*

• Have 2X as many backlinks*

• Your site gets 55% more traffic*

• You have 79% more Twitter followers*

Source: *Hubspot

Page 30: LMA content marketing for law firms

HOW IN-HOUSE COUNSEL USE AND

PERCEIVE BLOGS

• In-house attorneys exhibit widespread trust (84%) in blogs.

• They read attorney-authored or firm-branded blogs more often than they read blogs written by actual journalists.

• More than half of respondents said they think a prominent blog will influence clients to hire one firm over another.

• While daily blog readership dropped 10% from 2010, weekly and monthly readership more than made up for it, shedding new light on the quality versus quantity debate.

Source: Greentarget

Page 31: LMA content marketing for law firms

ACHIEVING SUCCESS IS A CONTINUOUS,

PLANNED OUT PROCESS

Page 32: LMA content marketing for law firms

Tweet:

Content Marketing Book – @AccelerateBook is FREE on

Amazon Kindle – Today only! #LMA13

Kindle Version

April 9, 2013 Only

Page 33: LMA content marketing for law firms

Contact: 888-476-1881 www.VerticalMeasures.com

More Traffic. More Leads. More Business.

THANK YOU VERY MUCH!