Nice Name. Why “Gladiator”? You ﬁght for your clients. Isn’t it time your Web marketing company fought for you?? Our company name reﬂects our willingness to go to battle for you and with you. After all, as someone recently said, “We all have an inner Gladiator.” Another lawyer marketing company? Just what the world needs, right? We think so. Gladiator Law Marketing does things diﬀerently. Too many ﬁrms feel disenchanted with Web Marketing which has been plagued by undeﬁned deliverables, high prices, and mandatory contract terms. We oﬀer a Transparent Approach. Flexible Contract Terms – Itemized Invoices – Build Your Own Package Gladiator Law Marketing LLC, provides a full range of Web marketing services for law ﬁrms, including: Web design, search marketing, social media services, campaign audits, and hourly consulting. You have the freedom to select one of our search marketing packages, build your own package online, or allow us to customize a strategy for you. Reach out and let’s talk about how to make the Web work better for your law ﬁrm. www.GladiatorLawMarketing.com 128 Main Street, Berea KY 40403 | 1(888) 683-3212 1(888)683-3212 www.GLADIATORLawMarketing.com SEARCH ENGINE MARKETING We are uniquely positioned to deliver SEM solutions based on Search Engine Optimization your current marketing needs and comfort level. Small and Pay-Per-Click (PPC) medium sized law ﬁrms often feel priced out of Web marketing Social Media Marketing or pressured into contracts. Gladiator Law Marketing works to SEO Audits ﬁll this gap by empowering you to set the terms of engagement. Hourly SEO Consulting FLEXIBLE CONTRACT TERMS | SELECT A SEM PACKAGE -or- BUILD YOUR OWN | ITEMIZED INVOICES FOR FULL CONTROL www.GLADIATORLawMarketing.com 1(888)683-3212 FLEXIBLE CONTRACT TERMS | SELECT A SEM PACKAGE -or- BUILD YOUR OWN | ITEMIZED INVOICES FOR FULL CONTROL www.GLADIATORLawMarketing.com 1(888)683-3212 Social Media Marketing provides a wide range of beneﬁts for attorneys, including name/brand recognition, news/announcements platform, and even referral network marketing. But no beneﬁt is more valuable than the ability to tap directly into a broad social base of potential clients. SOCIAL MARKETING We oﬀer a wide range of social media services, including marketing your law ﬁrm on Facebook, LinkedIn, Google+, Twitter, Pinterest and other social channels. Don’t underestimate the critical importance of an active, engaged social presence. COST EFFICIENT & EFFECTIVE No other marketing channel allows for continuously engaged contact with potential clients at such inexpensive investment levels. TARGETED AUDIENCE Social platforms have vast amounts of data about their user bases, facilitating the delivery of highly targeted campaigns. BOOST WEBSITE TRAFFIC Social channels have large and highly-engaged user bases that can be tapped for higher click-through-rates (CTR) and traﬃc to your website. CASE REFERRALS Social marketing can be leveraged to expand your professional connections and case referral network. Yet another way Social Marketing can deliver. FLEXIBLE CONTRACT TERMS | SELECT A SMM PACKAGE -or- BUILD YOUR OWN | ITEMIZED INVOICES FOR FULL CONTROL www.GLADIATORLawMarketing.com 1(888)683-3212 SOCIAL MEDIA MARKETING SMM is one of the most cost-eﬃcient and eﬀective online marketing strategies for small and medium size law ﬁrms. No law ﬁrm serious about expanding their Web marketing presence should underestimate the potential of an active, engaged social presence. FLEXIBLE CONTRACT TERMS | SELECT A SMM PACKAGE -or- BUILD YOUR OWN | ITEMIZED INVOICES FOR FULL CONTROL www.GLADIATORLawMarketing.com 1(888)683-3212 SEO SURVEILLANCE Protect Your Web Investment VISIT OUR WEBSITE FOR FULL DETAILS Gladiator Law Marketing, LLC 128 Main Street Berea, KY 40403 SEO SURVEILLANCE Protect Your Web Investment An objective monthly auditing and consulting service that works with you to independently assess the performance of your SEO campaign. We know what red ﬂags to watch for, what trends are acceptable, and when corrections/adjustments are needed. $299 monthly Visit us on the Web at: www.yourwebsitehere.com www.GLADIATORLawMarketing.com 1(888)683-3212 Boost Your Conversion IQ con·ver·sion “The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.” Thanks, Wikipedia! This is the ultimate goal of any Web marketing activity. Law firms make significant investments in the design and marketing of their websites, blogs, and social media properties. But sometimes it is easy to get lost while listening to the cacophony of marketers’ shouted directions about interest graphs, algorithms, social signaling, and behavior modeling. Often with law firm Web marketing the devil is in the details, and you can’t afford to get lost in the weeds. All marketing initiatives should be engineered and implemented with one primary objective: conversions. STEP ONE: Clearly define in writing what counts as a “conversion.” First Things First. Before you undertake a website design/redesign and before you start any new Web marketing strategy (SEO, Social Marketing, PPC, Video Marketing), chart out what user behavior you will consider a “conversion.” What is your “win?” New cases are the ultimate score. But your defined conversions may also include claim inquiries; and don’t overlook other types of conversions, including online chats, newsletter sign-ups, eBook requests, Facebook Likes, social shares, blog or forum comments, etc. Did you Know? “Visit Duration” can be defined as a conversion to track in Google Analytics. For example, you could define as a conversion any visit to any of your practice area pages that lasts longer than 0:45 and add that as a goal to monitor. You can track Pages Per Visit as a goal, reporting on users who visit more than X number of pages during their session. STEP TWO: Define the process for how each “win” will be tracked and reported. Okay, Now What? Define your processes for tracking and reporting on all visitor behavior. This includes the ability to track and report on individual conversions (defined in Step One) and also to track visitor sessions that do not result in a conversion. You want to ensure the availability of data that will empower you to learn from both the good and the “Meh.” Google Analytics is an amazingly powerful tool. With robust conversion-tracking capabilities, Analytics should be a primary tool to track and understand your conversion rate. Be certain that each of the “wins” you defined in Step One, above is methodically tracked in Analytics. This may include the development and tracking of “squeeze pages,” individual form submissions, social shares, etc. Google Analytics will even track visitor conversions from specific Pay-Per-Click campaigns, keywords and ads. As intricate as Google Analytics conversion capabilities are, depending on the scope of your Web marketing efforts, you may also benefit from call tracking and measurement utilities; email management software (Constant Contact; MailChimp, etc.); activity data from any online chat you are utilizing (nGage, Client Chat Live, and others); and, your law firm’s internal intake processes. STEP THREE: Report. Analyze. Adjust. Repeat. There are two key considerations to keep in mind when evaluating your website’s ability to generate conversions: multiplicity and progressive level of engagement.  Multiplicity. Your website should strategically offer a variety of conversion opportunities. Now that you’ve defined a priority list of defined conversions and the processes for tracking the score, you want to routinely revisit how effective your website is at generating “wins.” Conversion funnels (or pathways) to each defined conversion goal should be evident and frequent within the graphics, content, and marketing of your website.  Progressive Level of Engagement. The conversion opportunities on your website should be designed to provide your visitors with a progressive level of engagement, encouraging them to engage as little, or as much, as they are comfortable with. While some visitors are more comfortable calling, others would rather email. Similarly, some visitors will welcome online chat, while the comfort zone of another visitor may be initially limited to downloading an eBook. Once you feel comfortable with your defined conversions, how they will be tracked, and confident that your website is crafted to deliver “wins,” the next step is to keep score. Make sure you are receiving and evaluating your progress monthly, using, at a minimum, the Conversion report, Multi-Channel Conversion report, Content report, and In-Page Analytics click-tracking reports from Google Analytics. I know it sounds complicated and you might be concerned about being awash in data, but Google has simplified these reports and within 15 minutes you can make a quick comparison as to whether you are performing better or worse month-over-month and quarter-over-quarter. Are You Winning or Sitting on the Sidelines? If your score is stagnant and you’re not consistently improving your number of wins, talk with a Web marketing consultant about how to boost performance. While Web marketing can seem complicated, the ability to define, track, and evaluate whether your website is winning or simply sitting on the sidelines should be a top priority for any coach. -- Tracking Tips  Not all “wins” are created equal. When you write down your conversion definitions in Step One, above, make a priority list. Obviously, signed cases are at the top of the list, while a website visitor who views more than three pages on your website would be lower on the priority list. Presumably, a contact form would be higher on the list than an e-newsletter request, and you might prioritize an online chat higher than a visitor session exceeding 1:50 minutes in length. Google Analytics allows you to assign values to each conversion goal you define. While initially intended for ecommerce and sales tracking (the value is normally a dollar amount associated with the goal), you can also assign a non-monetized numeric value that represents conversion value. For example, you might choose to work on a scale of 1-10. Assign each of your prioritized conversion goals a number between 1 and 10 that reflects its priority in your campaign. Now all of your Conversion Reports will track your “wins” and their value to you, helping you to better evaluate your Web marketing spend – what is working and what isn’t.  Utilize the Multi-Channel Conversion reporting available in Analytics. While conversion/goal tracking reports on the “wins” you have defined for the system, Multi-Channel Conversion reports on the sequence of interactions that drove that conversion. What role did website referrals play in the conversion? Did your new client originally get introduced to your firm while reading a blog article you wrote for another site two weeks ago, before completing an online form today? Analytics Multi-Channel Conversion tracking can help fill in the gaps to help you better understand not just how many conversions your campaign is generating, but why. Understanding the sequence of interactions that can lead to your conversions allows you to better access and invest in those specific strategies that are generating conversions. The Fine Print Understand and be willing to accept that no single tracking system is going to be 100% accurate all the time. If you have set up Visit Duration as a conversion to track in Analytics, what happens when the viewer needs a cup of coffee or takes a phone call? Because a system might not be 100% error-free, does that mean it isn’t worth doing? I can assure you that University of Kentucky basketball players are far from error-free this season… but they don’t stop -- they just work to get better. -- Lisa Vaughn, Gladiator Law Marketing Lisa M. Vaughn is a highly experienced Web marketer who has, for the last dozen years, provided hundreds of attorneys results-driven Web marketing campaigns. With expertise in all aspects of legal website development and marketing, Lisa has worked with firms across the country, from solo practitioners to those on the Largest 150 list. Connect with Lisa on LinkedIn to review Client Reviews and Endorsements. Are You Sending the Right Social Signals? -- Lisa Vaughn, Gladiator Law Marketing Even if you are not actively engaged in social media marketing, you are STILL sending social signals – just the wrong ones. Remember that lady at the coffee shop this morning? Yes, that one. The one that didn’t say a word – but then again, she didn’t have to? You picked up on the social signals, didn’t you? You don’t have to communicate via social media to still be sending social signals. Those signals could range from distant and aloof to uninteresting and uninformed. The assumptions potential clients make about why you’re not engaging with them online could run the gamut. But ultimately, if you’re not reaching out, they are left only to their assumptions. It is worthwhile to have a voice. It is worthwhile to craft a social media marketing strategy that fits with your comfort level and preferred level of engagement. You don’t have to be tweeting from the plane or Facebook friending at 11 o’clock at night to benefit from social signaling – but you do have to participate in order to have a voice. The variety of social media marketing strategies that are available and the numerous benefits are too many to cover in a single article. But, again, it is important to realize that if you aren’t socializing online you are still sending social signals – you’re just telling everyone you’re not available. Is that the right message for your firm? Here are the primary reasons you should be actively implementing some level of social marketing (and it can all be customized to your firm, investment level, time and interest). a. Social Signals are an important component of SEO. If you are doing Search Marketing, you need even a basic Social element as part of that strategy. b. Social media expands your online footprint, improving accessibility. LinkedIn accounts, Facebook profiles, Pinterest Boards – they all appear on the search engine results pages (SERP). Why would you want one listing in the SERP when you could have several? c. Social Marketing Promotes Relationship Building. There is no substitute for relationship marketing, and social media can play a contributory role in building new contacts, maintaining existing relationships, and enhancing referral relationships. Social Media Marketing (SMM) is not a strategy that delivers immediate results, but more sustainable and ongoing returns over time – built on smaller, ongoing investments of time and money, rather than requiring large upfront investments. It is a comparatively low-cost strategy that can be customized to your firm’s needs, level of interaction, and preferences. Social Signaling Tips for the Socially Challenged  Don’t feel obligated to go to every party. You don’t have to use Facebook and LinkedIn and Pinterest and Twitter and Google+ and FourSquare, ad nauseum. While an argument can be made for ‘the more the merrier,’ if the alternative is none at all, start small. Opt for one or two social outlets that best fit your style. Are you a visual person? Pinterest might interest you, and it can be set up to automatically update your Facebook account. Two birds with one stone. Is your communication style to simply “get ‘er dun” via short chats with those around you through the day? Twitter might be an easy transition, requiring only short snippets of communication and time. Maybe you’re ‘all business’ and don’t spend much time chattering. LinkedIn is for you and can quickly enhance your referral network.  Avoid Performance Anxiety. Your online social interactions are not an opportunity (or obligation) to perform. Because of the public nature of social marketing, it is common to have performance anxiety, believing that millions across the globe are studying your every tweet! Let me assure you, they’re not. Think about your social networks as those dinner guests who are always so easy, fun and accommodating – rather than the stuffy ones you have over only once a year. Take the pressure off of yourself and consider it a casual conversation, rather than a performance. Quit being so self-conscious.  Do It With a Smile. Years ago, research showed that, as humans, we could tell if the person on the other end of the phone was smiling or not. Something in our innate ability to read social signals allows us to hear subtleties in the voice over the phone. Guess what? Your social media audience is not tone-deaf. If you are ranting, frustrated, depressed, hungry, angry, lonely or tired – pick another time to update your firm’s social media profiles. Your audience will appreciate it and you’ll leave them with a positive feeling about your online social signals. Learn More about Lisa’s take on Social Marketing: http://www.gladiatorlawmarketing.com/socialmedia/ Lisa M. Vaughn is a highly experienced Web marketer who has, for the last dozen years, provided hundreds of attorneys results-driven Web marketing campaigns. With expertise in all aspects of legal website development and marketing, Lisa has worked with firms across the country, from solo practitioners to those on the Largest 150 list. Connect with Lisa on LinkedIn to review Client Reviews and Endorsements.