Catch a Digital Wave: Avoid the Undertow of 7 Marketing Mistakes
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In today’s rough legal waters, an agile pro can still have the ride of a lifetime. But lose that perfect balance? You risk a wipeout. Are you making one of the 7 Marketing Mistakes that can pull your law firm under? Whether lacking the foundation of a goal-driven marketing plan to avoiding an ethics violation to understanding the most important techniques in UX (user experience) for legal website design, be ready to take notes: You don’t want to make ANY of the costly seven mistakes. From coast of Maine to the islands, Firmidable’s Nathan Chapman and his team of highly analytical marketing experts coach and work to keep their legal clients stoked. This presentation will cover the biggest ways law firms, even yours, can lose their balance as they try to grow. Nathan will blend decades of seasoned experience along with the latest Silicon Valley news, to ensure the timeliest discussion.
Catch a Digital Wave: Avoid the Undertow of 7 Marketing Mistakes
- 1. firmidable.com | nathan@firmidable.com | @nchapmanla
- 2. “I SHALL RETURN” - General Douglas McArthur
- 3. “I HAVE RETURNED” - Nathan Chapman
- 5. DIGITAL DEFINITIONS 1. 2. SEO / ORGANIC
- 6. DIGITAL DEFINITIONS 1. 2. SEO / ORGANIC PAID SEARCH3.
- 7. DIGITAL DEFINITIONS 1. 2. SEO / ORGANIC PAID SEARCH3. 4. PAY PER CLICK
- 8. DIGITAL DEFINITIONS 1. 2. SEO / ORGANIC PAID SEARCH3. 4. PAY PER CLICK 5. DISPLAY ADS
- 9. DIGITAL DEFINITIONS 1. 2. SEO / ORGANIC 3. 4. 5. DISPLAY ADS 6. FACEBOOK ADS PAID SEARCH PAY PER CLICK
- 10. DIGITAL1. 2. SEO / ORGANIC 3. 4. 5. DISPLAY ADS 6. FACEBOOK ADS 7. BUYING LEADSDEFINITIONS PAID SEARCH PAY PER CLICK
- 11. 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS
- 13. TYPES OF CASES HOW MANY CASES WITHIN TIMEFRAME ROI (BIGGER CASE FEES = INVEST MORE) GEO 1. NO FOUNDATION NOT STARTING OUT WITH WRITTEN GOALS
- 14. 400 500 600 700 800 900 1000 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2014 - 2015 2015 - 2016 Linear (2014 - 2015) Linear (2015 - 2016) GROWTH THROUGH SEO ORGANIC WEBSITE VISITORS
- 15. GROWTH THROUGH PAID SEARCH 0 500 1000 1500 2000 2500 3000 3500 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 TOTAL WEBSITE VISITS VISITS SEO GROWTH ADD PAID SEARCH INCREASED PAID SEARCH MONTHS
- 16. DON’T FORGET NON-CASE GOALS SOCIAL MEDIA FOLLOWERS EMPLOYEE RECRUITING1. NO FOUNDATION NOT STARTING OUT WITH WRITTEN GOALS POSITIONING
- 17. NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING
- 18. THE WIFE OF ONE OF MY ATTORNEY CLIENTS SAID… “THESE GUYS WENT TO LAW SCHOOL BECAUSE THEY HATE STUFF LIKE CASHFLOW PLANNING.”
- 19. “I have a bunch of attorney clients. FROM A CPA… THEY WIN BIG CASES AND THEN THEY CAN AFFORD TO BURN MONEY.” They are all a mess.
- 20. IT TAKES $ TO MAKE $ IT TAKES PLANNING AND DATA TO MINIMIZE RISK & MAXIMIZE RETURN.
- 21. TIM McKEY VISTA CONSULTING “YOU HAVE TO BE READY TO RIDE OUT THE DIP.”
- 22. “TIME ON DESK”WHAT’S CURRENT CASE INVENTORY? WHAT STAGE IS EACH CASE? HOW LONG DOES EACH STAGE TAKE? CASHFLOW PLANNING LINE OF CREDIT = SAFETY NET IS THERE A RESERVE SET ASIDE?
- 23. TIM McKEY VISTA CONSULTING “HALF THE PROBLEM IS GETTING THE DATA.”
- 25. are they are all a mess. 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING NUMBER 3 NOT BEING MULTICHANNEL SCREEN TO SCREEN STRATEGY
- 26. MULTICHANNEL
- 27. MULTICHANNEL
- 30. BUT SOMETIMES THEY DON’T SEARCH. WHEN AMERICANS SEARCH, THEY USE THE INTERNET.
- 31. WHO’S THIRSTY?
- 32. WHO’S INJURED?
- 33. NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING NUMBER 3 NOT BEING MULTICHANNEL SCREEN TO SCREEN STRATEGY NUMBER 4 MAPLESS FAILING TO MAP UX JOURNEY TO CONVERSION
- 34. IT’S THE USER’S EXPERIENCE, STUPID. CLIENT CENTRIC When you were able to work, you paid Social Security taxes from every one of your paychecks. But now that you’re unable to work due to your physical or mental condition, you’re struggling. How are you going to keep the lights on? “ ” As a disability lawyer, I am driven by that one goal; it has been my personal and professional mission since I first began representing disability claimants in 1996.“ ”
- 35. IT’S THE USER’S EXPERIENCE, STUPID. I’m Loving It. Just Do It.
- 43. CONFUSING UX
- 44. POSITIVE UX
- 49. VIDEO CONTENT USER EXPERIENCE SEARCH ENGINES LOVE RICH MEDIA
- 50. FIRM A DESKTOP VS. MOBILE 0 200 400 600 800 1000 1200 1400 1600 1800 J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J DESKTOP VS MOBILE Jan 2013 – July 2017 DESKTOP MOBILE WEBSITEVISITS
- 51. FIRM B MOBILE VS. DESKTOP 0 1000 2000 3000 4000 5000 6000 J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J DESKTOP VS MOBILE Jan 2013 – July 2017 DESKTOP MOBILE WEBSITEVISITS
- 52. 0 100 200 300 400 500 600 J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J DESKTOP VS MOBILE Jan 2013 – July 2017 DESKTOP MOBILE FIRM C MOBILE VS. DESKTOP WEBSITEVISITS
- 56.
- 58. NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING NUMBER 3 NOT BEING MULTICHANNEL SCREEN TO SCREEN STRATEGY NUMBER 4 MAPLESS FAILING TO MAP UX JOURNEY TO CONVERSION NUMBER 5 NO BLOG OR NOT BEING HONEST ABOUT WHETHER YOU HAVE TIME TO BLOG
- 59. BLOGGING 1. STAY FRESH IN EYES OF GOOGLE AND OTHER SEARCH ENGINES 2. MORE CONTENT = MORE OPPORTUNITY TO BE THE ANSWER TO SEARCHER’S NEEDS
- 60. BLOGGING
- 62. NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING NUMBER 3 NOT BEING MULTICHANNEL SCREEN TO SCREEN STRATEGY NUMBER 4 MAPLESS FAILING TO MAP UX JOURNEY TO CONVERSION NUMBER 5 NO BLOG OR NOT BEING HONEST ABOUT WHETHER YOU HAVE TIME TO BLOG NUMBER 6 WASTED LEADS POOR CONVERSION TACTICS
- 63. POP QUIZ: CALL BACK TIME WITHIN 5 MINUTES? WITHIN 1 HOUR? WHEN YOUR FIRM GETS A DIGITAL FORM LEAD, HOW QUICKLY DO YOU NEED TO CALL? SAME DAY?
- 64. THE 5-MINUTE CALL BACK TIME STILL BY COMPUTER STILL ON MIND 5 TO 6 TIMES HIGHER THAN WITHIN 10 MINUTES… THE ODDS OF CONTACTING A LEAD IF CALLED IN 5 MINUTES ARE… 100 TIMES HIGHER VERSUS 30 MINUTES… STILL SEARCHING…
- 65. 151 335 265 102 471 198 0 50 100 150 200 250 300 350 400 450 500 Non-Business Hours Business Hours FIRM A FIRM B FIRM C 1 Hour Before Business Hours During Business Hours CALL BACK TIME IN MINUTES CASE CONVERSION
- 67. NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING NUMBER 3 NOT BEING MULTICHANNEL SCREEN TO SCREEN STRATEGY NUMBER 4 MAPLESS FAILING TO MAP UX JOURNEY TO CONVERSION NUMBER 5 NO BLOG OR NOT BEING HONEST ABOUT WHETHER YOU HAVE TIME TO BLOG NUMBER 6 WASTED LEADS POOR CONVERSION TACTICS NUMBER 7 FAILING TO CHECK ETHICS RULES DON’T ASSUME YOU KNOW
- 68. • DON’T BE MISLEADING. • DON’T CREATE UNJUSTIFIED EXPECTATIONS. • DO INCLUDE NAME OF AT LEAST ONE LAWYER. • DON’T USE GOOFY NICKNAMES. HAWAII RULES OF PROFESSIONAL CONDUCT: ADVERTISING RULES
- 69. RULES CHANGE.
- 70. If you buy leads from a company that knowingly misleads people, THAT MARKETING IS UNETHICAL. AND YOU ARE COMPLICIT. ETHICSNATHAN’S PERSONAL POV
- 71. NUMBER 1 NO FOUNDATION NOT STARTING WITH WRITTEN GOALS 7 MARKETING MISTAKES THAT COULD DRAG YOU UNDER NUMBER 2 LACK OF SUSTAINABILITY CASHFLOW PLANNING NUMBER 3 NOT BEING MULTICHANNEL SCREEN TO SCREEN STRATEGY NUMBER 4 MAPLESS FAILING TO MAP UX JOURNEY TO CONVERSION NUMBER 5 NO BLOG OR NOT BEING HONEST ABOUT WHETHER YOU HAVE TIME TO BLOG NUMBER 6 WASTED LEADS POOR CONVERSION TACTICS NUMBER 7 FAILING TO CHECK ETHICS RULES DON’T ASSUME YOU KNOW
- 72. THANK YOU! @nchapmanla | firmidable.com nathan@firmidable.com
- 73. QUESTIONS? @nchapmanla | firmidable.com nathan@firmidable.com
Editor's Notes
- Im nec of Firmidable. That’s like Formidable except an I instead of an O. There may be no “I” in team but there is in Firmidable. I have a degree in Finance so I view marketing as an investment, and an MBA, so I’m very analytical and very strategy oriented. At Firmidable, we’ve built the best legal marketing and consulting team in the country. We’re now in 26th, we’ve seen some incredible successes but we’ve also watched some firm make some terrible mistakes. That’s what going to talk about today.
- SLOW DOWN THIS SECTION. TAKE MORE TIME DEFINING.
- *Change font for Pheonix and Tucson
- Examples: Type of cases Geo How many cases within timeframe ROI (bigger case fees = invest more)
- Goal = grow faster! More SEO – now more visitors and steeper trend line. Comments will be that if you have certain growth goals, do you have the right SEO package? Or maybe you need digital ads?
- Comments will be that if you have certain growth goals, do you have the right SEO package? Or maybe you need digital ads?
- ******New Chart From Alex will be coming**** Comments will be that if you have certain growth goals, do you have the right SEO package? Or maybe you need digital ads?
- Positioning – Does your digital content reinforce what you want to be known for – like being members of community? Community education?
- But what if you can’t?
- But what if you can’t?
- It (often) takes $ to make $ …. and planning … and data.
- One example – the gym work out.
- But what if you can’t?
- Planning - Projecting the future by understanding the present (this repeats from earlier slide) Was thinking about doing a formula Modeling How many cases now An average fee Win rate If increased costs But then timing – how long each type of cases – what kind of cases take this long. When cases liquidate? (nec to check terminology)
- Going to make points about where are you are on funnel Who’s injured? So my idea was to say that things like PI and maybe SSD have less category searching, due to brand awareness with other media like TV. So what if we had in the earlier slide 3 soft drink cans and they changed now to 3 (stock photo) lawyers? Note above changed from Thirsty to Injured.
- Going to make points about where are you are on funnel Who’s injured? So my idea was to say that things like PI and maybe SSD have less category searching, due to brand awareness with other media like TV. So what if we had in the earlier slide 3 soft drink cans and they changed now to 3 (stock photo) lawyers? Note above changed from Thirsty to Injured.
- I HAVE ASKED ALEX- Can we get (our own data) chart showing rise in mobile usage?
- Local search is any search aimed at finding something within a specific geographic area Anything looked for in printed yellow pages
- 1. The more hooks you have in the water, the more likely you are to catch a fish. 2. Google loves to see new content being added on a regular basis, and rewards sites that do
- OUR OWN CASE STUDY