Forbes | SEO Vs. PPC: Pros, Cons And A Holistic Approach To Search Forbes Attorneys are bombarded with information about digital marketing. To break through all of the information online, lawyers know having a strong digital presence is essential if they want to remain competitive. Paid and organic search are two popular ... |
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SEO Vs. PPC: Pros, Cons And A Holistic Approach To Search - Forbes
For many legal professionals, internet marketing is a key element in their strategy to generate new business. One typical approach to internet marketing is simply tracking inquiries and website visits based on Google Analytics data. That is true whether we are talking about attorneys, litigation financiers, expert witnesses, or others. Yet such an approach misses a key point in marketing not all inquiries are created equal.
In fact, many legal professionals have a variety of inquiries that come to them. Some are new customers, others are customer service requests, background research by industry participants, accidental or erroneous inquiries, etc. Most of the time, its difficult for businesses to determine what type of inquiries come from what sources. In other words, businesses often lack effective tools for lead validation. Thats true in both the business of law and in other industries.
Different facets of the legal industry are at different stages in terms of marketing. While firms like LexisNexis offer outstanding backend services enabling practice management for attorneys, small ancillary industries have nothing comparable. In litigation finance, for instance, Mighty.com offers the best platform for investment management, but the platform still leaves significant white space in the field. For expert witness firms and solo practitioners, the options are even fewer.
Big data analytics plays a valuable role in marketing, and it can help with optimizing marketing spend and predicting outcomes, but it relies on correct data to operate effectively. In one recent case my firm worked on, we were looking at predicted incremental revenue from two different promotional offers targeted to two different demographics on two different sales channels.
While the tools we were using were effective, we found after examining the data that the inquiries data wed been given had bundled both sales inquiries with non-sales inquiries, which made effective promo targeting much more difficult.
Put differently, its impossible to effectively determine ROI on marketing spend for, say, Google AdWords versus specialized website banners without knowing whether the leads being generated are sales leads or non-sales leads. A lack of lead validation ends with overstated results on marketing ROI, as well as inability to do effective revenue optimization in marketing.
What does all of this mean for attorneys and others in the field?
First, know what your practice management tools are and are not doing for you. When you are calculating ROI and looking at the sales funnel, is that sales funnel truly comparing apples to apples when looking at alternative investments?
Second, legal professionals should look at using the power of data, but that data needs to be cleaned and structured. Forecasting leads generated by a promotional offer or a new ad campaign is only effective if we understand the characteristics of the leads that come in, and the probability that they actually result in new business.
Third and most importantly, dont just leave the marketing efforts to Google. A simple set it and forget it approach to internet marketing is likely to leave significant opportunities on the table, and result in marketing spend that ends up being partially wasted on unqualified customer leads and on non-sales leads.
In summary, as with so many other facets of the legal industry, there are no perfect solutions, but it pays to do a little homework when making a marketing investment, and know what the results you are truly getting are.
Michael McDonald is an assistant professor of finance at Fairfield University in Connecticut. He holds a PhD in finance. Michael consults extensively throughMorning Investments Consulting and writes for Litigation Finance Journal. Michael has served as an expert witness in legal disputes, and is an arbitrator with the Financial Industry National Regulatory Authority (FINRA). Michael can be reached atM.McDonald@MorningInvestmentsCT.com.
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Lead Validation Is Key For Legal Professionals - Above the Law
Forbes | Content Marketing: Five Steps For Creating Insatiable Posts That Rank Forbes Marketing Content In The Digital Age. While the days of traditional advertising are slowly coming to an end, the iconic growth of the internet is in full swing. And although content is no longer marketed as often through old media channels such as ... |
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Content Marketing: Five Steps For Creating Insatiable Posts That Rank - Forbes
The process of effective advertising in today's society is becoming more and more difficult, requiring more out-of-the-box thinking. The days of planning your traditional advertisement or marketing strategies against competing businesses alone are over. With the presence and dominance of social media and the web, you now have to compete against a number of distractions, while developing an internet marketing strategy that captivates your target market.
However, that does not mean you have to come up with expensive marketing strategies in order to grab your target's attention. Freelance internet marketing experts can help you develop a marketing strategy that both suits your business, and your budget. Its time to jump on the bandwagon! There are several popular and creative methods that are being used to advertise a business or brand on the internet. An internet marketing expert can help you:
Get published and guest post on niche blogs.
While it might be very difficult and expensive to be featured in a major magazine, it is much easier and just as effective to get featured on a popular blog in your niche. All you have to do is look out for some blogs targeting your market, contact the owners, and offer ideas of how you can benefit their readers in exchange for advertisements. Here are some strategies in this context you can implement:
Post actively and utilize YouTube.
YouTube is one of the largest and most powerful platforms for internet marketing. With over 800 million different visitors a month, YouTube can play a great part in elevating your business or brand online. To implement the YouTube internet marketing strategy effectively, you'll need to post quality and interesting videos regularly. This videos might be promoting your products or simply expressing your perceptions.
Most people usually see creating a video as an expensive and tedious process; the truth is it's relatively easy. Simply utilizing the camera on your smartphone, you can film your online video. Editing the video is also just as easy as creating it. Mac Book users can easily use the iMovie application to edit their videos perfectly. In the event that you do not use a Mac book, you can always get professional video editors on freelancer.com to help with the project.
Set-up a LinkedIn group.
Creating a LinkedIn group is not only free, but it also gives you the opportunity to provide your professional network with a useful and vibrant information resource. In addition to that, a LinkedIn group can also help in generating traffic to your site and increasing sales.
Establishing an active LinkedIn group might be a tough task and will require time. Nevertheless, you should always aim to provide resources or information that'll help your community. Also, your groups should help in connecting your members with other professionals on the internet. Follow these outlines when creating your group and you will be on your way to managing a large scale community.
Executing some of the strategies mentioned above might be difficult and time-consuming, however, that is no limitation to effective marketing, all you need to do is hire professional freelancers. Freelancer.com provides access to thousands of professional freelancers with different skills willing to work at an affordable price. Freelancer.com also provides a platform that ensures you're getting the best out of your money and time with its review system, freelancer test certifications, and other features. In the event that the idea of hiring people to work for you is looking expensive, Freelancer.com gives you the opportunity to state your project and hire based on that budget. Find your perfect internet marketing expert, and take your business to the next level today!
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Hire Internet Marketing Specialists For June 2017 - Freelancer
New York (PRWEB) June 10, 2017
Given the intense competition among companies in todays highly competitive market, it has become increasingly difficult for new startups and small businesses to properly establish themselves in their relative industries. Because of this some businesses feel that they are starting off on the back foot given the size and budget of their organization. Search Symmetry understands that all too well and uses a different approach.
Being a startup or a small company should be a positive, not a penalty.
Having been a small business at one point in time, Search Symmetry is all too familiar with the challenges many companies face today in order to survive let alone succeed. Remarks Alvin Chung, Senior Account Manager at Search Symmetry. The first few years since we started in 2009 were extremely tough but overtime, things started to come around because our product started to speak for itself.
That product is SEO. Not traditional SEO, but SEO specific for small businesses and new startup companies.
Small businesses require a different approach to SEO than their well-established counterparts. Local SEO is a very important factor to consider here. Its always a smart move to start locally in their city or county and then expand outwards. Focusing on national SEO will not get them anywhere quickly.
Reputation management is important for new startups. The idea is to make sure that customers who have done business with them are sharing that positive experience online with other potential customers. Many SEO agencies include reputation management as a separate form of internet marketing service. Search Symmetry has included it as part of their monthly SEO deliverables. If you have positives reviews from customers, we will share it on authority review sites and social sites for your potential audience and target audience to see.
Relevant, white hat links are worth their weight in gold in the digital marketing arena. Large scale corporations or those with massive amounts of links can get away with tons of irrelevant links on spammy sites. For small businesses and new startups, having a non-spammy, link profile is absolutely crucial for high Google rankings and increased web traffic. Google certified Search Enthusiasts are well aware of that fact and the importance of a white-hat link profile which is why all internet marketing strategies by Search Symmetry from SEO to Paid Search Marketing to Social Media are in full compliance with Google Guidelines and hence completely white-hat. This keeps websites away from Google penalties and ensures long term revenue from natural SEO.
Search Symmetry createswinning strategies for small businesses in the form of fully customized, comprehensive SEO packages depending on their industry, budget, goals and long term gains.
Symmetry is proud to offer result-driven internet marketing services through their newly re-designed website http://www.searchsymmetry.com. Our multi-pronged approach to SEO and internet marketing as a whole has been instrumental in bringing tremendous success to our clients, many of who are startups and small businesses, in terms of lead generation, increased sales and revenue.
Combine that with Google certified staff, customized SEO strategies that focus on quality content, and most importantly, a transparent easy to understand client reporting system through tools like the Dashboard, Search Symmetry is raising the bar in the Search industry as we continue to ensure that our clients rule the digital landscape like a champion!
About Search Symmetry: Established in 2009, Search Symmetry is a complete, comprehensive, internet marketing solutions provider in the United States with 8 years of practical, hands on experience in the field. The company just recently achieve a huge milestone, by successfully completing 8000 SEO projects. Our white-hat approach to link creation bundled with strict guidelines for content quality and even higher standards for customer service have been instrumental in our success as a professional SEO solutions provider in the United States. For more information visit http://www.searchsymmetry.com
Phone: (323) 825-4594 Email: contact(at)searchsymmetry.com Website: http://www.searchsymmetry.com/small-business-seo-services/
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Search Symmetry is Offering Targeted Internet Marketing Services Specific to Start Ups & Small Businesses to ... - PR Web (press release)