we make law firms grow. ask us how. · 2019-07-14 · power practice builder webinar series webinar...
TRANSCRIPT
We make law firms grow. Ask us how.
Social Media Marketing and Reputation Marketing
Sponsored by
Presented by
Agenda
About BusinessCreator, Inc. and me
About the Power Practice Builder Webinar Series
Topics
Goals
How To Get Your Phone To Ring
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
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
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
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
Power Practice Builder Webinar Series
Webinar Topics-found on
www.forlawfirmsonly.com
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
Power Practice Builder Webinar Series
Webinar Topics-found on
www.forlawfirmsonly.com
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 [email protected] or call me
at 855-943-8736
Future podcast series. We are inviting attorneys and law
firm marketing experts to participate in a question and
answer weekly podcast beginning January 2016.
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
Local SEO Uncovered
Business Listings ManagementCitation Management and Building
LSEO
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
SOCIAL SUCCESS:
STRATEGIES FOR
USING SOCIAL MEDIA
TO FIND MORE
CLIENTS AND
GENERATE BIGGER
PROFITS
Agenda
I. Why focus on social media?
II. Common social media mistakes and
misconceptions
III. Strategies for success with social media
Why focus on social media?
act one
Staggering growth
+ #1 activity on internet
+ 500 million tweets daily
+ 975 million daily Facebook active users
+ 1 out of every 6 minutes
spent online is on Facebook
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. 2015
1 | Facebook
2 | Twitter
3 | LinkedIn
4 | Pinterest
5 | Google Plus+
6 | Tumblr
7 | Instagram
How time flies….
Social media Makes up 27% of time
spent online
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 mediaWhen deciding to purchase
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
…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)
…how social media benefits them
Common social media mistakes
and misconceptions
21
Act Two
Do you make these mistakes?
+ Thinking it doesn’t influence
Your customers or market
+ Not participating / incomplete profile
+ inconsistent or inappropriate activity
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
It’s not just young people
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
There are ways to measure ROI
Results take time
It’s a marathon, not a sprint…
Needs 3-9 months of consistent activity to see results
Strategies for success with
social media
Act three
Strategy #1: Go where your customers are
Start with the most popular networks (e.g., Facebook, Twitter, Google +, and
LinkedIN]
Strategy #2: Create complete profiles
Use professional photo(s), describe your
product/services, and link back to your website
Strategy #3: Be real and authentic
Be genuine and personableadmit to mistakes, engage your audience,
and share stories
Strategy #4: Listen to what is being said
Keep a finger on the pulse of your
customers, competitors, and industry
Strategy #5: Create and post compelling
content consistently
Create valuable content and share with
your audience….on a frequent basis.
Go the extra mile and deliver helpful content
Strategy #6: Actively engage your community
Strategy #7: Offer exclusive information
Strategy #8: Have a call to action
Strategy #9: Advertise
Facebook Twitter LINKEDIN
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!
Bottom Line
Bottom LineSo 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?
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 18-29 age group
LinkedIn and Pinterest are more popular with those with advanced education
Twitter, LinkedIn, and Pinterest are popular among those with higher income
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.
Tips
Here's a quick checklist about all the parts you'll want to consider.
Username
About/description
Location
URL
Profile picture
Cover photo
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.
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.
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.
Tips
Content
Let's start with the basic six types of updates we all post: Links, images, video,
quotes, reshares, plain-text updates.
Tips
Content
Let's start with the basic six types of updates we all post: Links, images, video,
quotes, reshares, plain-text updates.
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.
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
FrequencyThe simple answer for frequency: Post as often as you have engaging,
entertaining, or useful content to share.
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 - 1-2 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
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.”
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 email
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.
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!
To Give 5 Star
Companies The
Advantage
The Game Of
Online
Marketing Just
Changed…
Reviews Are So Important
Local SEO Uncovered
Marketing Game ChangerReviews Give You Pre-Qualified Presold Leads
Because Buyers Trust Reviews…
As Much A Family And Personal
Recommendations
88% Of Buyers
Trust Reviews As
Much As Personal
Recommendations.~ Bright Local
Could this happen to you?
Would you even know it?!
Is your law firm getting blasted someplace online
without you even knowing?!
It takes forever to build a good
reputation, but only a seconds
to destroy it.
A difference of one “star” in
average rating led to difference in
revenues of 5 to 9 percent.
-2011 Harvard Business Review Study
“Negative reviews can hang an
albatross around your neck if they
appear prominently in search
results.”
-Kermitt Pattison, NYTimes.com
CA
Question?
Four Good Reviews
Two Bad Reviews
No Reviews Six 5 Star Reviews
Service
B
Three Law Firms Are Virtually Identical
ServiceService
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?
More Reviews = More Money
Why are Reviews Relevant?
Protecting Your Reputation
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
Monitor, manage, promote
Monitor
Social media (Twitter, Facebook, et. al)
Blogs
SERPS
Message boards/forums
Location-based directories (Foursquare, Yelp, etc.)
Key influencers
Free Monitoring Tools
Google Alerts
Social Mention
TweetDeck
RSS readers
Manage
Claim your listings
Respond to complaints (IMPORTANT)
Encourage positive reviews
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)
Best Practices
Make ORM an ongoing part
of your business.
Be willing to face hard truths.
“A bad apology is worse than
no apology.”
-Randy Pausch
Take complaints seriously,
not personally.
Study: 90% trust online
recommendations from people they
know, and 70% trust opinions of
unknown users they have never
met.
-Econsultancy (July 2009)
Get Reviews
Step 1: Ask customer for email address
Step 2: Write up and send email to request review
Step 3: Customer leaves review
Step 4: Monitor reputation
Process of Online Reviews
You Need to Do
Ask every customer for a review
Respond to every review
Two Best Practices
Ask every customer for a review
Don’t Be Scared!
Builds relationships
Creates referral pipeline
Respond thoughtfully to each one
Positive Review
Always respond professionally
Offer a solution
Negative Review
Use as opportunities to resolve issues
to Take Reviewsto the Next Level
Highlight reviews in all marketing materials
Involve your employees
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
Key Takeaways
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!
Real Strategic Inc. All Rights Reserved
Reputation Marketing &
Referrals
“After Being Referred A Business, What Do You Do Next?”Q:
Pull Your
ReputationReport
Local SEO Uncovered
How does your business and website appear?
Tools to check
www.localsearchprofiler.com –Check How Your Business Appears
Online (Citation Report) and Reputation Report
https://www.google.com/webmasters/tools/mobile-friendly/
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.
855-943-8736 ext. 101
Social Marketing ToolsBlog Tools I use almost every day
Sprout Social
www.sproutsocial.com
Monitor and schedule posts.
Social Made Simple
www.socialmadesimple.com
Calendar features allows me to schedule posts and repurpose posts
for future syndication to the top social sites.
https://buffer.com/
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.
Social Marketing ToolsBlog Topic Generator
www.hubspot.com/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.
http://buzzsumo.com/
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.
http://www.portent.com/tools/title-maker
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.
Questions?
We’re here to help – Get in touch!
We make law firms grow. Ask us how.
Social Media Marketing and Reputation Marketing
Sponsored by
Presented by