T = Television I = Internet E = eCRM and database management This 30-minute webinar will cover how media consumption has changed and the ever-increasing importance of making your message work together on ALL platforms. Featuring exclusive and valuable insight from the legal marketing experts at Network Affiliates, who, with 32+ years of industry experience, know what it takes to consistently generate quality leads that turn into high value cases for their clients. What You Will Learn How to make your firm’s message and media work together Why television is still VERY important in legal advertising How to focus on User Experience (UX) and make your website a conversion machine The new SEO approach you need to consider How you can leverage email marketing to gain referrals and stay top of mind The Presenters Tammy Kehe is Network Affiliates’ “ringleader,” responsible for the day-to-day management of the Legal Marketing Division. She has been integral in building Network Affiliates’ loyal client base and facilitating some of the best legal creative in broadcast advertising. Fueled by her long-time passion for marketing and advertising, Harlan Schillinger, Vice President, Director of Marketing As a 40-year veteran of the legal marketing and advertising industry, Harlan Schillinger knows what it takes for your law firm to stand out. Harlan is committed to understanding each client’s business and discovering new avenues for growth. Emily Frickey is Network Affiliates’ Digital Account Manager and Social Media Expert. She also works closely with a team of in-house experts to help strategize each client’s internet marketing and SEO tactics. Her hope is to keep pushing the digital side of things and to educate legal advertisers on embracing this often confusing, or misunderstood, multi-touchpoint marketing strategy.

1. NTL WEBINAR

2. OUR SPEAKERS
Emily Frickey
Digital Account Manager
EmilyF@NetAff.com
Tammy Kehe
Vice President
TammyK@NetAff.com
Harlan Schillinger,
VP, Director of Marketing
HarlanS@NetAff.com

3. T.I.E. Your Marketing
Together to Form a
Profitable Message
T Television
I Internet
E eCRM and database
management
@

4. The evolution of consumption and
the ever-increasing importance of
making your message work together
on ALL platforms

5. All firms, both large
and small, are in the same
boat struggling to keep up with
the constantly evolving
and fragmented media
landscape.
• Make your message and media work together
• Focus on your creative assets and be strategic
– great targeted creative and a solid media
strategy can turn tactics into results!
• Identify your differentiator to stand out –
what is your differentiator?
• Be strategic

6. TV Advertising is Not Dead
In fact, according to Pricewaterhouse-
Coopers (PwC), U.S. TV ad revenues
are forecasted to grow:
2015 2019
$
71.1
Billion
$
81
Billion

7. Top 10 Local Broadcast Categories
1. Automotive
2. Communications/TC
3. Car Truck Dealers
4. Restaurants
5. Furniture Stores
6. Legal Services
7. Travel, Hotels
8. Government Orgs
9. Financial
10. Insurance

8. Legal Broadcast Spending
Year Spend in Millions % Change Rank
2004 $363 13
2005 $358 -1.3% 13
2006 $380 +5% 14
2007 $386 +2% 13
2008 $410 +6 % 13
2009 $411 +0.1% 10
2010 $504 +22.5% 7
2011 $574 +14% 7
2012 $604 +5 % 9
2013 $614 +1.7% 6
2014 $629 +2.5% 9
2015 $648 (Estimated) +1.3 6

9. Websites Must Focus on User Experience
and Make it Easy to Convert

10. Websites must go beyond just being a “digital brochure” and ENGAGE
users. Your website is your active digital storefront or office.
Imagine: You walk into a store and no one welcomes you or asks if you
need assistance. Would you stay in that store? Or would you go next
door to purchase the same product or service? In our digital world,
everything is “next door” and it’s very easy for potential clients to
leave your website and seek assistance from a competitor.
Offering an exceptional experience is
not only absolutely necessary but, from
a user standpoint, always expected!

11. SEO: What is Semantic Search?

12. By definition, Semantic Search is a more complex
and dynamic ranking system which determines the
intent and contextual meaning on search inquiries
Example: You want to go see a movie. You
search, or ask Siri, for movie times in your
area. The search results will then show you
movie times at theaters close to your
current location. This is no accident.
Search engines are now able to take both
intent and context into account, therefore
providing more relevant results.

13. How Google establishes “context” for search queries:
• User search history, user location, global search history,
and much more
• Essentially search engines are becoming authentic learning
machines- not just triggered by simple keywords anymore
• Focusing on Keywords as a main KPI is flawed thinking in today’s
world of SEO. This should be a metric that is tracked and looked
at, but not the end-all of SEO performance
Ask yourself: what does this mean
for your firm’s searchability?

14. Other things to consider
for a quality SEO strategy:
• Content should not only be relevant, it should be
informative and engaging to the end user
• Quality is more important than quantity- new
algorithms in search engines allow the engines to
recognize when someone is trying to scam the system
• Focus on being a useful resource to a potential client,
not just trying to stuff as many keywords in a piece of
content in hopes of ranking (hint: it doesn’t work like
that anymore)

15. Other very important factors to consider
when it comes to your online presence:

16. Social Media - The new word of mouth
marketing.
Digital Display - Be where potential
clients are online
Local Listings Management - with more than
80% of searches starting on a mobile device,
this is more important than ever. The Local
pack owns the mobile search real estate.

17. Negative SERPs and what can
be done about them. (SERPs =
Search Engine Results Pages):
Your firm is your brand, and your
brand’s reputation matters…
Especially online!
We could do an entire 30
minute webinar on each of
these topics. If you have
additional questions, please
reach out to us, we’d be
happy to answer them!

18. FACT:
Over 90% of the
planet’s 2.5 billion+
email users check
their inbox at least
daily.

19. HOW MANY TIMES HAVE
YOU CHECKED YOUR
EMAIL TODAY?
Do not ignore those who have engaged
with you. Reach out strategically and
consistently to stay top of mind.

20. The Takeaways:
HOW TO BRING IT ALL TOGETHER
• Start by evaluating your current marketing
and advertising strategies, KPIs and ROI
• Gain an understanding of how all of your
advertising strategies are – or aren’t –
working together
• When every other firm is busy saying the
same thing, make your message stand out!

21. •Put an emphasis on content, placement,
production quality and the messaging of
your creative – all of these things play a
factor in differentiating your firm from the
competition
• Creative is EVERYTHING. All creative
elements need to be well thought out
and deliberate – yes, every single piece
of your advertising collateral
• Remember to follow best practices!

22. QUESTIONS FOR OUR SPEAKERS?
Emily Frickey
Digital Account Manager
EmilyF@NetAff.com
Tammy Kehe
Vice President
TammyK@NetAff.com
Harlan Schillinger,
VP, Director of Marketing
HarlanS@NetAff.com

23. Our 32+ years of legal marketing experience has
taught us what it takes to consistently generate
quality leads that turn into high value cases.
It begins with understanding the legal consumer
and ends with implementing a strategy that
integrates traditional and digital advertising
channels together.
THANK YOU FOR ATTENDING!

24. Free download of our
2016 Legal Marketing
Best Practices Guide.
netaff.com/NTL