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T 3 Mi k MOST ATop 3 Mistakes MOST Attorneys
Make with Their Online Marketing
www.WeDoWebContent.com – 888-521-3880
About Who is Yvette Valencia:
 Author of Stop Paying Per Click – Get Free Leads – Author of Stop Paying Per Click Get Fr...
What we will cover::
 The top 3 things hindering you from being successful The top 3 things hindering you from being suc...
Mistake #1:
Not Developing a Niche
“The most important thing in business is a persona.
People want to know immediately wha...
Why Develop a Niche?y p
 Carving out a niche does not mean you’ll limit your Carving out a niche does not mean you ll li...
Selecting Your Nicheg
 Start by asking yourself these questions: Start by asking yourself these questions:
 What cases ...
Validating Your Nicheg
 A good niche market satisfies at least three criteria: A good niche market satisfies at least th...
www.WeDoWebContent.com - 888-521-3880
Study Your Ideal Customery
 Don’t overlook the exercise of segmenting your Don t overlook the exercise of segmenting you...
Who Needs Your Services?
 Take a page from the auto industry’s book and how Take a page from the auto industry s book an...
Mistake #2:
Thinking You Can Do Without SEO
Masterfully infusing your keywords into
everything you do online will convey o...
Your Website
 You should have full control and ownership of yourp y
domain (URL) and website. If you don't, buy a new
one...
www.WeDoWebContent.com - 888-521-3880
www.WeDoWebContent.com - 888-521-3880
Keyword Researchy
 What is it? The process of using tools like your site’s What is it? The process of using tools like y...
Where do you get keywords?y g y
 Your customers! Conduct interviews, surveys and Your customers! Conduct interviews, sur...
Keyword Suggestion Toolsy gg
 Free: Free:
 Google Keyword Tool
 Google Webmaster Tools Google Webmaster Tools
 Googl...
Benefits of Using KW Toolsg
 Saves you money and time Saves you money and time
 Moves you beyond keyword assumptions
 ...
Evaluate Your Keywordsy
 Always test your keywords! Always test your keywords!
 Sometimes certain keywords seem like th...
Now that you have your KWs…y y
 Organize them and create a plan: Organize them and create a plan:
 Use MS Excel to deve...
Understanding & Satisfying the
Wh i i k d
U de s a d g & Sa s y g e
Searcher’s Intent
Why are your prospects using certain...
What is the searcher’s intent?
 Based on the keywords you have chosen to target, analyzey y g , y
where they fit into you...
Test Your Navigational Queriesg
 Does your website appear in first position on pagey pp p p g
one when someone searches w...
What kind of content is this
searcher looking for?searcher looking for?
 This searcher is vetting law firms and they want...
Informational = Learn/Research/
 This searcher is exploring and looking to learn morep g g
before making a decision. So y...
Transactional = Ready to Buyy y
 This searcher is ready to buy! So, make sure you This searcher is ready to buy! So, mak...
Set Goals for Your Content
 Increased page views and time on site for Increased page views and time on site for
informat...
C O i i i
Th f i k d
Content Optimization
The art of weaving your keywords
into your web content
www.WeDoWebContent.com - ...
Web Content – what is it?
First, let’s define web content because it is
EVERYTHING you find online:
 Websites
 Landing p...
SEO Content is About Balance
 You have to write your content in an engaging You have to write your content in an engagin...
Stick to These SEO Guidelines
 Never keyword stuff Never keyword stuff
 Only place keywords into your content when it
m...
Stick to These Writing Rulesg
 Make each page you create about your customer, Make each page you create about your custo...
Mistake #3:
Not Building an Email List
Be sure you know the condition of your flocks, give
careful attention to your herds...
Staying Top of Mind is Keyy g p y
 Business has always been about networking and Business has always been about networki...
Getting Out Thereg
 We work with attorneys all over the country, who work iny y,
various disciplines of the law. Our most...
Gaining That Expert Statusg p
 Write an eBook or two (or three) about your niche.( ) y
 Send your list a weekly, bi-week...
Marketing to Your Listg
 Follow up on your leads... doggedly! This is Follow up on your leads... doggedly! This is
CRITI...
In Summary…y
 Stand apart from the crowd with a niche Stand apart from the crowd with a niche
 Know your client as well...
Thank you! Muchas Gracias!y
Yvette Valencia
www WeDoWebContent comwww.WeDoWebContent.com
info@WeDoWebContent.com
Follow me...
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3 mistakes attorneys make with their online marketing

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This presentation was done for the South Florida Bar Association. Yvette was teaching smart attorneys about marketing their law firm on line. In the slide Yvette covers-
The top 3 things hindering lawyers differentiating from the competition and being successful online:
• Not Developing a Niche
• Not engaging in Search Engine Optimization (SEO)
• Not Building an Email List and Marketing to It

The presentation will cover topics related to:

•SEO
•Content Marketing
•Niche Marketing
•Identifying User Personas
•Website content and more


presented by: www.wedowebcontent.com
http://www.wedowebcontent.com/blog/presentation-three-mistakes-law-firms-make-with-content-marketing/

Publié dans : Internet
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3 mistakes attorneys make with their online marketing

  1. 1. T 3 Mi k MOST ATop 3 Mistakes MOST Attorneys Make with Their Online Marketing www.WeDoWebContent.com – 888-521-3880
  2. 2. About Who is Yvette Valencia:  Author of Stop Paying Per Click – Get Free Leads – Author of Stop Paying Per Click Get Free Leads download today at www.WeDoWebContent.com  Web content professional since 2008 Web content professional since 2008  Co-Founder & COO of We Do Web Content, a national digital marketing firm based in Plantation,national digital marketing firm based in Plantation, Florida. We specialize in writing search engine- AND human-friendly web content.  Sis-Sigma Green Belt www.WeDoWebContent.com - 888-521-3880
  3. 3. What we will cover::  The top 3 things hindering you from being successful The top 3 things hindering you from being successful online:  Not Developing a Nichep g  Not engaging in Search Engine Optimization (SEO)  Not Building an Email List and/or Marketing to Itg / g www.WeDoWebContent.com - 888-521-3880
  4. 4. Mistake #1: Not Developing a Niche “The most important thing in business is a persona. People want to know immediately what they're dealing with And when they think about youdealing with. And when they think about you, you've got to stand out in their minds--like one of those characters in a novel.” –Candace Bushnel, Lipstick Jungle www.WeDoWebContent.com - 888-521-3880
  5. 5. Why Develop a Niche?y p  Carving out a niche does not mean you’ll limit your Carving out a niche does not mean you ll limit your potential clients. Quite the opposite – you open the doors to:  more effective marketing – when you position yourself as the expert, your marketing becomes clear and laser-focused  more referrals – when you know exactly who your audience is, it opens the minds of your networking partners eliminating the guess work for themg g  new tradeshows and conferences specific to your niche (excellent for networking!) www.WeDoWebContent.com - 888-521-3880
  6. 6. Selecting Your Nicheg  Start by asking yourself these questions: Start by asking yourself these questions:  What cases do I care most deeply about?  Which clients do I most closely Which clients do I most closely identify/understand/sympathize with?  Who will benefit most from my services?  Which area of law do I already know most about?  If I were in a room of 500 people and could represent only one of them, who would I choose?  Who are the clients that give me the most positive f db k i ?feedback on my services? www.WeDoWebContent.com - 888-521-3880
  7. 7. Validating Your Nicheg  A good niche market satisfies at least three criteria: A good niche market satisfies at least three criteria:  It has sufficient search traffic to indicate demand.  There are proven internet buyers. There are proven internet buyers.  It is reasonably accessible in terms of competition.  You can explore your niche (and possibly find new You can explore your niche (and possibly find new ones) with Google’s AdWords Tool www.WeDoWebContent.com - 888-521-3880
  8. 8. www.WeDoWebContent.com - 888-521-3880
  9. 9. Study Your Ideal Customery  Don’t overlook the exercise of segmenting your Don t overlook the exercise of segmenting your market (When asked what you do, do you answer: “I represent ‘anyone’ whose been seriously injured in an accident.” This is just too illusive.)  Understand that there are groups within your k h f h h ll h d ff blmarket, each of which will have different problems or desires (different content needs) S k h d f h h h Speak to the needs of each group through your website’s content and other marketing materials/activitiesmaterials/activities www.WeDoWebContent.com - 888-521-3880
  10. 10. Who Needs Your Services?  Take a page from the auto industry’s book and how Take a page from the auto industry s book and how it markets its products to the various segments of its audience. They employ several different ads fory p y singles (sports cars and off roaders) than they do for families (SUVs and minivans).  Think about the people who need your services. Then, narrowly target each of these groups with the information they are looking for online. www.WeDoWebContent.com - 888-521-3880
  11. 11. Mistake #2: Thinking You Can Do Without SEO Masterfully infusing your keywords into everything you do online will convey one cohesive message form a theme and getcohesive message, form a theme and get you leads! www.WeDoWebContent.com - 888-521-3880
  12. 12. Your Website  You should have full control and ownership of yourp y domain (URL) and website. If you don't, buy a new one!  Your website should contain your target keywords both on and off-page I hi b d h i Its architecture must be user- and search engine- friendly:  loads quickly loads quickly  easy-to-navigate  updated with new content frequentlyp q y  back-end coding (information Google reads) www.WeDoWebContent.com - 888-521-3880
  13. 13. www.WeDoWebContent.com - 888-521-3880
  14. 14. www.WeDoWebContent.com - 888-521-3880
  15. 15. Keyword Researchy  What is it? The process of using tools like your site’s What is it? The process of using tools like your site s analytics or Google’s keyword tool to identify the terms your prospects are using to find your servicesy p p g y or products.  Why do it? More and more people use searchy p p engines to find businesses on the web. Search engines use text to categorize (“index”) web pages. And, research reveals the terms searchers actually use. www.WeDoWebContent.com - 888-521-3880
  16. 16. Where do you get keywords?y g y  Your customers! Conduct interviews, surveys and Your customers! Conduct interviews, surveys and focus groups  Google Analytics (will not provide referrer Google Analytics (will not provide referrer information if organic user is logged in)  Internal site search Internal site search  Keyword suggestion tools  Competitors’ sites Competitors sites  Online and traditional print magazines www.WeDoWebContent.com - 888-521-3880
  17. 17. Keyword Suggestion Toolsy gg  Free: Free:  Google Keyword Tool  Google Webmaster Tools Google Webmaster Tools  Google Insights  Google Trendsg  Google Instant  Fee based (my faves):( y )  SEMRush - Free 1-month trial, then $49/mo  Wordtracker - Free trial, then $69/mo, $ / www.WeDoWebContent.com - 888-521-3880
  18. 18. Benefits of Using KW Toolsg  Saves you money and time Saves you money and time  Moves you beyond keyword assumptions  Offers you search volume (popularity) and Offers you search volume (popularity) and competition level of each term  Reveals keyword opportunities you might be missing Reveals keyword opportunities you might be missing out on (“the riches are in the niches!”)  Allows you to compare phrases Allows you to compare phrases www.WeDoWebContent.com - 888-521-3880
  19. 19. Evaluate Your Keywordsy  Always test your keywords! Always test your keywords!  Sometimes certain keywords seem like their on the mark, but upon testing, deliver less than desirablemark, but upon testing, deliver less than desirable results. Traffic alone isn’t the goal.  Ask yourself: Ask yourself:  Is this keyword relevant to my website? (Offer)  How popular is it? (Traffic/conversion potential)ow popu a s ? ( a c/co ve s o po e a )  Am I being realistic in trying to rank for this keyword? (Competition) www.WeDoWebContent.com - 888-521-3880
  20. 20. Now that you have your KWs…y y  Organize them and create a plan: Organize them and create a plan:  Use MS Excel to develop a keyword matrix  Create separate worksheets to group related keywordsp g p y  Keep a record of the keywords you have targeted with each of your website’s main pages, their popularity and competitioncompetition  Also, keep a list of the pages (articles, blogs, FAQs) you have created/will create to support your site’s main pages’ keyword focus with specific “anchor text” www.WeDoWebContent.com - 888-521-3880
  21. 21. Understanding & Satisfying the Wh i i k d U de s a d g & Sa s y g e Searcher’s Intent Why are your prospects using certain keywords and what content should you create? www.WeDoWebContent.com - 888-521-3880
  22. 22. What is the searcher’s intent?  Based on the keywords you have chosen to target, analyzey y g , y where they fit into your buying cycle  When you understand the “why” behind the search term, you can better support the needs of your prospects - what are their goals when their search is:  Navigational Navigational  I just want to go to your website  Informational  I want to learn and research my options  Transactional  I d t b b ib d l d I am ready to buy, subscribe, download www.WeDoWebContent.com - 888-521-3880
  23. 23. Test Your Navigational Queriesg  Does your website appear in first position on pagey pp p p g one when someone searches with your:  Website URL  Your name (business owner)  Your firm’s name Wh d i f ? What can you do to improve your performance?  Get your firm listed in and REVIEWED on as many business directories as possible (Google Places, Googlebusiness directories as possible (Google Places, Google +, Avvo, Facebook, Twitter, Linkedin, Yelp, Merchant Circle, BBB, etc.) www.WeDoWebContent.com - 888-521-3880
  24. 24. What kind of content is this searcher looking for?searcher looking for?  This searcher is vetting law firms and they want to This searcher is vetting law firms and they want to learn more about your firm! So make sure you:  Have a solid “About Us” pagep g  Delve into your accomplishments and expertise  Inform them of the qualities that set you apart from your competitors (i.e., Board Certified)  Brag—not really—about the press your services have garneredgarnered  Have glowing reviews from your current and past customers www.WeDoWebContent.com - 888-521-3880
  25. 25. Informational = Learn/Research/  This searcher is exploring and looking to learn morep g g before making a decision. So you should create:  An FAQ page  “How to” articles or videos  Free downloadable reference guides or eBooks B i ti d h kli t Beginner tips and checklists  Fact sheets www.WeDoWebContent.com - 888-521-3880
  26. 26. Transactional = Ready to Buyy y  This searcher is ready to buy! So, make sure you This searcher is ready to buy! So, make sure you clearly convey the value of your services to him or her by:y  Demonstrating industry insight  Offering breakthrough research  Exhibiting thought leadership  Write content that will engage the influencers and amplifiers f ld d l lin your field and locale  Write content that will be cited on news sites and shared on the social networks www.WeDoWebContent.com - 888-521-3880
  27. 27. Set Goals for Your Content  Increased page views and time on site for Increased page views and time on site for informational related content  Increased opt-ins (growing your email list) and Increased opt ins (growing your email list) and referrals from downloadable assets like eBooks, whitepapers, case studiesp p  Track what’s important and tweak when necessary www.WeDoWebContent.com - 888-521-3880
  28. 28. C O i i i Th f i k d Content Optimization The art of weaving your keywords into your web content www.WeDoWebContent.com - 888-521-3880
  29. 29. Web Content – what is it? First, let’s define web content because it is EVERYTHING you find online:  Websites  Landing pages  Images  Press Releases  Articles  Blog posts  Paid Ads  Social Media  Videos  Podcasts  Facebook updates  Tweets www.WeDoWebContent.com - 888-521-3880
  30. 30. SEO Content is About Balance  You have to write your content in an engaging You have to write your content in an engaging manner and in the proper voice for your reader  You also have to write for the search engines You also have to write for the search engines masterfully weaving in keywords so they understand the relevancy of the contenty  This is not always easy to do, but it is the only way you will be able to separate your content from the keyword-stuffed chaff www.WeDoWebContent.com - 888-521-3880
  31. 31. Stick to These SEO Guidelines  Never keyword stuff Never keyword stuff  Only place keywords into your content when it makes sense and sounds naturalmakes sense and sounds natural  Section headers are a great way to work in keywords  Always read your content aloud – if it sounds too Always read your content aloud if it sounds too clunky, rework until it sounds natural www.WeDoWebContent.com - 888-521-3880
  32. 32. Stick to These Writing Rulesg  Make each page you create about your customer, Make each page you create about your customer, not you!  Don’t go on and on about how great your services org g y products are.  Instead, tell them about the benefits of your services or products.  And, tell them why they should care  Recognize and speak to his or her emotions at that particular moment in their search. www.WeDoWebContent.com - 888-521-3880
  33. 33. Mistake #3: Not Building an Email List Be sure you know the condition of your flocks, give careful attention to your herds. --Proverbs 27:23 www.WeDoWebContent.com - 888-521-3880
  34. 34. Staying Top of Mind is Keyy g p y  Business has always been about networking and Business has always been about networking and building relationships. An online business can only thrive if you follow this same principle.y p p  It can take a considerable amount of time to build a It can take a considerable amount of time to build a decent size herd. The sooner you get started, the better. www.WeDoWebContent.com - 888-521-3880
  35. 35. Getting Out Thereg  We work with attorneys all over the country, who work iny y, various disciplines of the law. Our most successful clients are those who are involved in their communities. B l l l b i ! Become a local celebrity!  Donate your time, money or both to a local cause  Sponsor a local athletic or academic teamp  Book speaking engagements and hold seminars to promote your niche.  Make news and make friends with local journalists (write press releases and send them to your contacts) www.WeDoWebContent.com - 888-521-3880
  36. 36. Gaining That Expert Statusg p  Write an eBook or two (or three) about your niche.( ) y  Send your list a weekly, bi-weekly or monthly newsletter (email, print or both) announcing new articles, upcoming events, important news and more!and more!  Offer these things for FREE on your website.  Require the visitor to leave their name and email address in exchange for the free offer.  Do so by including a SIMPLE opt-in form at the top right-hand corner of your websitecorner of your website.  *Remember to immediately ask folks to confirm their subscription options via a confirmation email. This is know as a “double opt-in.” www.WeDoWebContent.com - 888-521-3880
  37. 37. Marketing to Your Listg  Follow up on your leads... doggedly! This is Follow up on your leads... doggedly! This is CRITICAL aspect of marketing that is sorely overlooked by many attorneys. You can avoidy y y making this costly mistake.  Market to your list with value and sell down they road. Informational/educational marketing is indeed the new black. www.WeDoWebContent.com - 888-521-3880
  38. 38. In Summary…y  Stand apart from the crowd with a niche Stand apart from the crowd with a niche  Know your client as well as you know yourself  Always be building your email list that is! Always be building… your email list that is!  Become the expert D i b i h i i Design a website that is easy to navigate  Use SEO to create to drive traffic to your website d i land increase sales  Never stop researching, testing and refining www.WeDoWebContent.com - 888-521-3880
  39. 39. Thank you! Muchas Gracias!y Yvette Valencia www WeDoWebContent comwww.WeDoWebContent.com info@WeDoWebContent.com Follow me: @wedowebcontent @wdwclegal@ d c ega www.WeDoWebContent.com - 888-521-3880

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