Get Your Google Back!
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- Sylvia West
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1 Get Your Google Back!
2 The 10 Marketing Commandments: 1. Thou shall have overall VISION, GOALS, and STRATEGY 2. Thou shall update your website regularly 3. Thou shall optimize local search / niche directories 4. Thou shall create a sustainable review strategy 5. Thou shall create and promote excellent content 6. Thou shall promote community involvement 7. Thou shall be social on social media 8. Thou shall nurture your herd with follow-up campaigns 9. Thou shall embrace PR and court the media 10. Thou shall respectfully and wisely use paid advertising
3 #1 Thou shall have overall VISION, GOALS, and STRATEGY
4 Vision, Goals, Strategy 1. What do you want and do you really want it? 2. What practice areas do you want to promote? 3. Who are your perfect clients can they afford you? 4. Belief in what is possible for your practice 5. Willingness to invest in your goals (budget/risk) 6. Do it yourself / Done for you 7. Mentoring/help/advice/consultation from those that have done it before will save you money
5 Vision, Goals, Strategy Set GOALS for your practice X number of clients signed up each month $ increase in revenue this year Wean off of referrals in 6 months
6 Vision, Goals, Strategy HOW will you achieve these goals?
7 #2 Thou shall update your website regularly
8 YOUR ONE TRUE WEBSITE One brand, one website
9 Keep your website updated! 1. Is your home page welcoming? 2. Are your key pages optimized? 3. Do your forms work? 4. Mobile / tablet devices? 5. Conversion optimization?
10 #3 Thou shall optimize local search / niche directories
11 Maintain Your Local Search Profile A citation is a mention of your business name or address anywhere online. It may or may not include a link back to your business. Your Goal is a Consistent NAP: Name Address Phone Number
12 Sites to claim and update Main citation directories: Localeze, Infogroup, Acxiom, Factual Google+, Yahoo, Bing, YouTube, Facebook, FourSquare Yellow Pages, Superpages, MerchantCircle, Manta, elocal, Local.botw.com, BBB
13 Paid Directories Yahoo / Yahoo Local ezilion Business.com Best of the Web (BOTW) Industry-specific profiles Attorneys: FindLaw, Avvo, Justia, Martindale, hg.org, NOLO
14 #4 Thou shall create a sustainable review strategy
15 Review strategy Many profiles allow for REVIEWS Encouraging your clients and customers to leave online feedback will help your profiles stand out in search Review your review sites regularly Respond to reviews politely!
16 #5 Thou shall create and promote excellent content
17 Create and promote content 1. SCHEDULE time to write/review 2. Articles, FAQs, Blogs 3. Case Studies, testimonials 4. Interviews with experts in the field, encourage them to share 5. Breaking news, or news tied to national, or local motorcycle wrecks 6. Videos about relevant issues
18 Create and promote content PAID EARNED OWNED
19 #6 Thou shall promote community involvement
20 Community events Your social media Press release / local media Their social media Community, Charity, Speaking Engagements Link from their site to yours / print newsletter Blogs & articles
21 #7 Thou shall be social on social media
22 Get your social on! Embrace the social in social media! Follow / like local businesses Actively recruit new followers give them a REASON to follow you! Interact with other community members, businesses on social media Treat your online social media efforts like you would your real life networking!
23 #8 Thou shall nurture your herd
24 Market to your herd 1. You have contact info for prospective, current, former clients. USE IT! 2. Create an newsletter 3. Send a monthly print newsletter 4. / print campaigns for new services 5. / print campaigns for reminders
25 Market to your herd LINK BACK TO YOUR WEBSITE WITH TRACKING URLS
26 #9 Thou shall embrace PR and court the media
27 Media / PR Create a local media list: Look for PRINT, WEB, RADIO, TV personalities Connect with personalities / stations / publications on social media, in real life Find out publishing deadlines for each Reach out to a fellow advocate with useful, timely info Display video on your site to appeal to TV
28 #10 Thou shall respectfully and wisely use paid advertising
29 Paid ads There are many ways to pay for advertising use them wisely and MONITOR THE PERFORMANCE: 1. AdWords vs. AdWords Express 2. Facebook ads 3. Display ads 4. Retargeting ads 5. Yahoo Gemini
30 External ads TV / billboards / print ads? Make sure: The look / feel of the ad matches your online presence (consistent branding) so when people go online to research you they ve already seen your colors, design. Make sure the content / topic of your offline ads are reflected online, so people searching for more info on the topic of your ads find it on your website.
31 The 10 Marketing Commandments: 1. Thou shall have overall VISION, GOALS, and STRATEGY 2. Thou shall update your website regularly 3. Thou shall optimize local search / niche directories 4. Thou shall create a sustainable review strategy 5. Thou shall create and promote excellent content 6. Thou shall promote community involvement 7. Thou shall be social on social media 8. Thou shall nurture your herd with follow-up campaigns 9. Thou shall embrace PR and court the media 10. Thou shall respectfully and wisely use paid advertising
32 Reminder FWM Marketing Team at our booth Tomorrow: TWO breakout sessions: Feed the Beast: Give the Internet What it Wants to Get You More Cases and Clients Behind Closed Doors with Tom Foster and His Marketing Team: Dirty Tricks the Marketing Vultures Don t Want You to Know Sunday: FWM Marketing Boot Camp
33 Time for a special offer
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