Marketing

EP 48 – Chase Williams & Ryan Klein – Optimizing Your Tech Stack & Creating the Best Experience for Your Customers When They Visit Your Site

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Digital marketing is always evolving and there is always a new piece of software that you could be implementing in your site to make it run faster, have a better customer experience, or just to one-up your marketing game. Software is likely a solution to some of the issues or gaps that you may be struggling with.

Reviewing Website Speed and Ways to Make Your Website Load Faster

When thinking from the customer experiences, you want customers to have the best experience possible. Some of the most important things that you should look out for when thinking about this are server speed, whether or not there is a CDN set up, if images are compressed, and if the code is optimized correctly. A CDN, or Content Delivery Network, replicates and protects your website and allows pages, images, and other site content to compress greatly for data to travel quickly. 

Another important thing to consider while looking at website speed is having a plugin to compress images to place on the CDN. Having too many plugins that do too many specific things can leave your website susceptible to further update error, conflicting plugins within the site, or other vulnerabilities such as website hacks. If you have a proper CDN when someone attempts to hack your website, they are attacking the CDN and your website is being secured. Also, using photos that are not compressed on your pages will kill load time, rankings, and overall the user experience.

Chase and Ryan’s Go-To Marketing Tools to Implement in Your Website

Zapier – Zapier is a tool that Chase and Ryan use for every single one of their clients at Market My Market and is also used for every piece of software that they work with. Zapier lets the software talk to each other, allows leads to come in and go where directed.

Yoast – Yoast is a great plugin to use for optimizing SEO and creating an index for your website. It has a feature called Focus Keyword which will tell you if there are any internal or external links, how many times the keyword is mentioned, the keyword density, whether or not H (header) tags were used, and several other features.

Defender – Defender is a tool used to block out people who have an incorrect login on the backend of your admin, IP’s, or third-party bots trying to hack into your website to try to steal data and inject malicious codes. 

  • A lot of times, websites are hacked on shared hosting, not because they did anything wrong, but because they may be on a server with other websites. If one of those websites gets hacked, then they have access to the server and every website shared is vulnerable to hacks as well. 

Google Tag Manager – Google Tag Manager is a tool that allows you to manage and install marketing tags on your website without having to alter any codes, so it cuts out the need to have a developer help you with implementing new pieces of software into your site. 

  • In addition to editing and updating, Google also gives you the green light, or green smiley face, to let you know that everything is functioning properly through Google Tag Assistant.

Hotjar – Hotjar is a tool that analyzes the online behavior of your users. While Google Analytics can tell you what page someone is on, Hotjar can show you exactly where someone’s eyes are going on your website – what they are doing, where they are scrolling, and what they are reading. 

Mailchimp – Mailchimp is a simple and easy to use automation tool and email marketing service. If you do not have a drip campaign going on or a newsletter updating past, current, and future clients what is going on at your firm, then this tool is a no-brainer for you. It is easy to import contacts, easy to keep them organized, easy to use a template while modifying it to make it unique to what you are trying to do, you can do tags, you can group people and segment them, and there are nurture campaigns. There is also automation involved for birthdays, client anniversaries, or any other reason you may be looking to reach out.

What Things You Can Be Testing on Your Website and Content Refreshes

Examples of things that you can and should be testing on your website to check for user experience are the following: 

  • Sign Up Forms
  • Call to Action Buttons
  • Social Sharing
  • Searching the Website
  • Navigation
  • Colors and Design
  • What You Are Saying vs What You Are Offering

You always want to be testing these elements, but you do not want to be making too many changes too often. Content refreshes, however, are something that Search Engine Optimizers strongly believe in. Most of these refreshes will not involve removing content, but rather adding additional content. A majority of SEO changes typically take place as tweaks to site optimization, to backlinks and building authority, and content on established pages. When you are running a paid campaign, that is when you should really be testing and making sure that you are stretching your dollars. 

EP 44 – James Moorhouse – Looking Beyond Your Backyard for Law Firm Growth Opportunities

James Moorhouse has been in the legal marketing industry for over 20 years now, after beginning in 1999. James learned many tricks of the trade from his mentor in his time at Wallin and Klarich. He has since ventured into different roles and is currently consulting with attorneys at JPM 4 Marketing.

On This Episode, We Discuss …

• What You Should Be Considering for a Marketing Budget
• How to Market in High Yield but Less Competitive Markets
• Different Ways to Utilize Google My Business for Marketing Your Firm

EP 43 – Paul Faust – One Tool You May Be Overlooking in Your Current Marketing Plan That Could Help Grow Your Business

Paul Faust is the President and Co-Founder of Ringboost. Ringboost has a passion for helping business owners grow any way they can and they are all about providing companies and firms with numbers that they can use in their marketing to drive more voice interaction. Paul oversees the sales and marketing functions of Ringboost, working with clients of all sizes to find memorable numbers that will be game changing for their businesses.

On This Episode, We Discuss …

• The Importance and Benefits of Voice Communication
• What is Number Sharing and How Does it Work?
• Toll-Free Number vs. Local Number

EP 42 – Grace Montealegre – Discovering Marketing Automation and Its Significance Throughout Your Client’s Life Cycle

Grace Montealegre is the Vice President of Marketing for Persist Communications as well as the Vice President of Marketing for Gacovino & Lake Law Firm. Grace has over 15 years of experience in legal marketing with over 20 years of experience in marketing as a whole. She started with import and export law and has primarily focused in personal injury and mass tort law for the last 5 years. Grace has worked with all aspects including SEO, PR, Brand Management, but is extremely passionate about automation in marketing. 

On This Episode, We Discuss …

• Assessing Your Current Processes and Identifying Tools to Streamline In Phases
• What is Marketing Automation?
• Importance of Capturing Your Contact in the First 5 Minutes

EP 41 – Dan Brian – Utilizing the Value in Content to Get Your Audience Enagaged and Increase Brand Awareness

Dan Brian is the Director of Digital Marketing at Riddle & Brantley, LLP. He has been in the Digital Marketing Industry for over 14 years and primarly worked in the agency world when he first began his career. Dan developed a love for applying scrappier startup tactics and strategies to online marketing that he eventually brought with him when he transitioned to legal marketing a little over one year ago.

On This Episode, We Discuss …

• The Importance of Repurposing and Recycling as Much Content as Possible
• Following the 80-20 or 90-10 Rule in Content Writing
• Steps and Tools to Use in Organizing Your Content Development Process

EP 40 – Andy Edelstein – Making Your Firm Stand Out With A “Mad Men” Approach

Andy Edelstein is Copywriter and Creative Director for Edelstein Communications. He spent nearly two decades working on Madison Avenue among the “Mad Men” before taking his business freelance in 2001. He specializes in the legal industry, but also has significant experience in B2B, Technology, Financial Services, and Healthcare. Andy is an active member and previous board member of the Legal Marketing Association (LMA).

On This Episode, We Discuss …

• Bios and the Resistance from Lawyers
• Finding Differentiation in Your Law Firm
• Copywriting vs. Content Writing

EP 38 – Bobby Ravan, Peter Webb, and Angela Wearn – Understanding Branding and Omni-Channel Marketing to Land the Cases You Want

Peter Webb, Bobby Ravan, and Angela Wearn are all members of Scorpion. Peter is the Senior Vice President of Sales and has been with Scorpion for over 18 years since it was founded in 2001. Bobby has been with the company for just under 5 years and is the Director of Corporate Marketing. Angela is the Executive Vice President of Personal Injury and has been with Scorpion for nearly 6 years and has held several positions. 

On This Episode, We Discuss …

•Thinking About Your Strategy – What Clients / Cases Are You Looking For?
•What Is Omni-Channel Marketing and How Can It Benefit Your Firm
•Branding Concepts and Why Branding Is So Important

EP 36 – Michael Mogill – Adding Value to Your Firm By Strengthening the Vision and Culture From Within

Michael Mogill is the Founder and CEO of Crisp Video Group. Crisp Video helps thousands of attorneys — from solo and small firms to large practices — build their brand, differentiate themselves from competitors, attract better cases, and earn millions in new revenue. The company hosts a Law Firm Growth Conference, Game Changers Summit, in Atlanta every year. Michael is also the author of The Game Changing Attorney. 

On This Episode, We Discuss …

•How Investing in Social Media Can Benefit Your Firm
•Giving Up the Idea of Competition
•Focusing on Team Alignment, Strong Leadership, Clear Vision, and Culture Control in a Firm

EP 34 – Ryan Klein & Chase Williams – Dispelling Overly Optimistic Marketing During A Crisis

In this weeks episode The Legal Mastermind Podcast hosts sit down to speak about some of the misinformation being spread on the internet by people deeming themselves as expert marketers during crisis management. We look at raw data and actual surveys to determine how COVID-19 is affecting the legal marketing world and what you should be doing.

Resources discussed during the podcast
https://www.marketmymarket.com/gauging-intent-across-marketing-channels-during-covid-19-and-any-future-crisis/

spyfu.com

https://www.facebook.com/ads/library/

Chase Williams and Ryan Klein are Co-Founders of Market My Market (http://marketmymarket.com/)  to contact them about law firm marketing campaigns and strategy, visit https://www.marketmymarket.com/contact/

EP 31 – Carol Endicott – Tying in PR to the Social Media Strategy at Your Firm

Carol Endicott is the Director of Communications at Umbrella Legal Marketing. She has 10+ years of experience in Public Relations and Marketing Communications.

On This Episode We Discuss…

  • A strategy to obtain over 1000 likes on LinkedIn