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last year Martindale surveyed over 5 000 attorneys and law firms to understand what the most challenging part of their day-to-day jobs were what we learned from the survey is that aside from dealing with difficult clients and long hours lawyers overwhelmingly said that the most challenging aspect of their job is generating new clients now the difficulty generating new clients is not because of a lack of trying or spending the data clearly shows that law firms are spending plenty of money on marketing and lead generation tactics but they're just putting their money in the wrong place this graphic here from the American Bar Association shows where a majority of law firms are putting their money event sponsorships LinkedIn email Facebook and print media the reason why so many law firms struggle to get new clients is because we're investing our money in the wrong places by the end of this short video I'm going to show you the best place to get new clients for any law firm and exactly how you can execute it so who am I and why am I qualified to talk about this well over the last 15 years I've been the marketing space running my own businesses I've built and sold two digital agencies built and sold two software companies and I currently own and operate Weber's which is a marketing agency that exclusively works with law firms when you get a moment if you just Google my name Ryan Stewart you will see nothing but glowing reviews you will see me covered in a bunch of different press and media outlets and you will also see the case studies that I have done with law firms the only thing that we care about is generating leads for attorneys we don't care about traffic we don't care about rankings we don't care about social media we care about driving business results and our results speak for themselves that's enough self-gloating I'm sorry I have to get through that just so you can trust what I'm going to tell you here because I've been doing this forever and on top of that I have tested everything this graphic here shows you pretty much all the different marketing tactics that are available to your Law Firm at your disposal what I've gone ahead and done now we've tested all these we've done TV ads we've done out of home ads we've done bus bench ads we've done search engine marketing we've done social media marketing we've done everything we have the data in the experience we know what works this chart here in the left hand column you have all the different things to your disposal TV social media email PR search engine marketing Etc we've then gone through and ranked them on a scale of one to five and then tallied the score five is good one is bad so we're looking at things like results cost time to results effort for your Law Firm scalability now if we go back to this graphic from the American Bar associating showing where law firms spend most of the marketing event sponsorship LinkedIn email Facebook and print media within event sponsorship you also have things like at a home advertising bus bench ads radio spots Etc you can see that a large majority are still pushing their money into these tactics like I said we've tested these things so we look at things like TV out of home ads the results just aren't there why because what we're doing is casting a very wide net and you can't track anything so you really have no idea if they're working you're just putting a lot of money into something and just hoping that revenue and calls go up they're also incredibly expensive they take a tremendous amount of time and they don't scale all that well because you can really only do it in the local markets that you're in and when you combine that with the cost of them you really don't have a lot of options then we get into things like social media social media is great it's a great place to promote your business for free however it takes a lot of time and it takes a tremendous amount of effort on your part sure you can hire an agency to do it but they're never going to be able to capture your voice they're just going to post generic things that never end up working email marketing is another great one however email marketing is only great when you've got existing attention because if you don't have people to email then you can't really be effective with it so email marketing is really only a good tactic once you've got a ton of traffic and you've got a ton of attention then you can start capturing emails and automating different sequences sending different messages Etc email's great but it's not great to capture customers in the beginning PR is another one that a ton of law firms spend on and it's kind of like the new version of TV ads or at a home ads it's really expensive and you can't really track it you just put a bunch of money into it and hope that your results go up paid social media is another one that can be effective the only challenge with it is it's kind of like social media organic except now you're paying for it so it's more expensive and the bottom line is people are really not using social media Find attorney service people are looking for your services when they are looking for all this other stuff is trying to keep you in the back of their mind for when and if they ever do need an attorney then maybe they'll call and now we get into the things that are in the green content marketing paid search local service ads local SEO and traditional SEO all of these get a five for results why because they take place in search engines all of these tactics are search engine marketing tactics and what's great about search engines is that it's basically the opposite of this when people are looking for your services if they find you then you can track it all of these take place in search engines what's great about search engines is people are going to search engines and typing in exactly what they need unlike these where you're hoping to stay in the back of their mind when they need you this right here is your front of Mind exactly when they need you so when it comes to getting new clients now the best place that you can be is top of Mind in search engines that means ranking High organically and then also paying for ads that will get you to the top of search engines right away and the reasons why I love search engines is number one the most obvious thing is that it's super high intent traffic if somebody's looking for a DUI attorney now they're not going to social media they're not looking at Billboards they're not listening to radio spots they're typing in exactly what they want and pretty much all you have to do is show up in these listings and you've got high intent highly interested people coming to your business one thing I know from working with attorneys for almost a decade is that you don't care about traffic and you actually don't care about leads what you care about is new cases I've been doing this for so long that I know that you don't want to be flooded with leads you want to be flooded with the right leads when you pick up the phone from somebody calling you you want them to be qualified and you want them to be high value depending on what type of law that you service that's the best part about search engines that we can control how people find US based on the keywords that we're targeting and part of our whole process is using keywords to continuously test and optimize to figure out what the highest value keywords are to the business not for traffic not for phone calls but to actually becoming new cases for your Law Firm that's what matters every other marketing tactic cannot deliver this only search engine marketing can do that and when you couple in the fact that there's hundreds if not thousands of keywords that you can go after this can scale to a level that's kind of incomprehensible to imagine no other marketing tactic can deliver what search engine marketing can now a lot of you might already know this and in fact a lot of you might have invested in some sort of search engine marketing before in the past and likely it hasn't worked could be because you just worked with the wrong agency but even more than likely is because they didn't have the right strategies to approach it because when it comes to search engine Marketing in the legal industry it is arguably the most competitive industry on the planet there's so much money involved in each one of these searches and so many law firms have the budget to invest in it it's just supply and demand the more people that are spending on ads the more people that are trying to optimize for SEO the more competitive that it gets to rank in these search engines so if you tried SEO or sem before in the past and it didn't work it's 100 because they did not have the right strategy so what is the right strategy total search engine domination let's look at this graphic over here on the right hand side if you just type in DUI attorney near me no matter where you are in the United States you're going to get a massively convoluted search engine results you got local service ads on top you've got pay-per-click ads over here you've got the local pack here that's got all the local search results you got the content here that's people also ask this is probably different blog posts and then you've got your traditional organic listings down here so if you think about it if you've tried to do pay per click ads or SEO you're only optimizing for a piece of search engines but when you look at all this noise right and when we talk about getting the right cases you have got to be everywhere kind of like how an alligator hunts I'm down here in Miami Florida so I see a lot of alligators and all they do is they sit there with their mouth up they wait for the bait to come to them that's how you have to approach this our approach attacks all five parts of Google every piece of advertising every piece of organic content landing pages local Maps pack you have to be omnipresent everywhere otherwise those cases are being bundled in directly to your Predators now obviously this is a lot easier said than done so I want to break down our approach to how we do this for all of our Law Firm clients when it comes to lead generation we have to understand the intent behind the customers on the other side and we break it down very simply into a three-part marketing funnel we've got what we call Top funnel or the awareness stage these are high level searches that indicate a prospect is beginning their Journey seeking an attorney right so when we talk about different searches that they could be using it could be something like metal straw product recall I don't know there's something off the top of my head and the way that we want to attack this right because this is very high level they're not ready to become a client yet they're just starting to research it maybe they were affected by this product negatively maybe they're looking to join a class action lawsuit the only way that we can get you any sort of attention for the search is by attacking a keywords organically with content Marketing Solutions through guides videos and written resources so we come back here and look at the search engine here these would be these listings down here and potentially these listings down here so this is a purely organic play we wouldn't want to pay pay-per-click ads for these because there's no real purchase intent behind these however if we can get people to the website through these keywords we can then physically push people down the funnel through remarketing ads with Google so we come back up here and look at these if somebody comes to the website through a keyword like this or a search like this before it could be six months code could be a year ago whenever they do come back and search for this stuff if they've been to your website and you're bidding on those keywords for ads and you know how to connect these searches like we do then you will show up first here in these ads because these ads also have an algorithm just like the organic does you don't just automatically show up one because you bid on that keyword so these were marketing ads will push you to the top so creating the content here pays off massively in the future and your cost per click goes down significantly when they've been to your website before we can physically move people down the funnel here the next part of the funnel is Discovery traffic so this has a deeper intent indicating the prospect is close to hiring an attorney so for example if somebody got a DUI potentially they could be searching for DUI blood level alcohol in Florida you know maybe they're starting to do the research process on their own they're not quite looking to hire an attorney but again they're a little bit deeper down the funnel than in this one and again depending on what type of law you practice depending on where you are these keywords are going to fluctuate and the only way we can determine these keywords is through significant research and testing and understanding of your local market and what services you actually offer what law practices you provide but these ones also we're going to attack these organically with content marketing through guides because again we're not going to pay for keywords with paid search we're not going to pay for these ads unless they're high intent traffic unless people are ready to become a customer now all the other stuff we want to flood search engines with content so this is why when people say content is so important for SEO and for sem it's because it allows us to capture other parts of the funnel allows us to expand our reach it allows us to really increase our search volume and our traffic in the people of the website indefinitely which we can then push down here to people in action and again too if somebody comes to your website and finds a good article and this affects them and you provide some good information there that they might just pass the right away and become a lead right so we might not have to remark to them with other ads but again collecting all this traffic and then pushing people down here people that are ready to hire you people that are searching for hire an attorney near me DUI attorney in Miami uh call an attorney near me Etc this is really where paid search comes into play so this is where we get really aggressive here with local ads we get aggressive here with paid search ads and we also get very aggressive here in the local search and also down here with these two because again when we look at these different searches there's not just the intent based on what they're searching for in terms of where the customer or the prospect is but it's also we have to map it to the right experience on your website so for example these top funnel searches are going to be great for resource guides and blog posts but when we get down here right we not only want to pay for pay-per-click ads to get these but we also want to rank organ technically to get these and we do that by creating localized landing pages when we talk about ranking in the local search pack here we've got to have a local service page here that speaks to this keyword search so again if we're in Miami then we're going to want to have a page on our website that speaks to being a DUI attorney in Miami so when we come down here we see these results you can see that organic results that are mapping to this because they have the proper content the proper experience on their website speaks directly to being a DUI attorney and that's how we approach attacking all parts of search we have to do the research to understand what people are searching for then we have to tag it based on intent what are they actually looking for Behind These keyword searches and the third part is what's the proper experience that we need to send them to on the website do we need to send to a blog post a resource guide a video a landing page a local landing page a paid search page all these different things we're determining this on the back end so hopefully now you're starting to understand why if you've invested in SEO or paid search before in the past it hasn't worked because if they weren't deploying this type of strategy against it you're never going to get the results that you expect or that you're potentially capable of getting and the beautiful thing about SEO and paid search is that it's a relationship that grows together over time so when we look at this chart here right this is trafficking leads chartered Against Time in months right so let's say this is a 12-month plot here the green here is going to be the paid organic we get this to jump up very quickly because we can get your ads to show up within a couple of days for keyword searches so we're able to drive a lot of value very quickly with paid and then what we do is we take the keywords that are driving the most customers the most clients the most value to your Law Firm from the paid search and we push into the organic part of it so we're constantly taking keywords from paid that are driving value and creating content creating content creating content creating content and what happens over time is right here this is kind of like the crossing point paid search over time will taper off right because there's only so many bottom funnel keywords that we're going to go after and we also don't want to blow the doors off with the budget because paid search can be very expensive these cost per click can be upwards of 50 100 200 depending on what type of law that you practice so what we want to do is we want to try and push these organically to drop the cost of your paid search and get this hockey stick organic growth over time and once we get here now we're cooking with gas now we're getting leads we're getting traffic and we're constantly reducing our cost per lead while driving more and more value so as you can probably tell I get very passionate about the stuff I could talk about this stuff for days but your time as an attorney is best spent in the courtroom getting new clients working with your clients making sure that they're happy it's not best bet trying to understand what the nuances of paid and organic search are and that's exactly why we built our own tool internally to show you what your website's potential is from a search engine marketing point of view we're able to do this because Google gives us data on keyword searches so we know exactly how many people are searching for your services in your local market every single month so what our engineering team did is we built a tool that builds a forecast based off that so based on your local market based on your service areas we're able to project forward exactly how much traffic and leads your website could and should be getting from organic search on a monthly basis now we usually Reserve this analysis for our clients but since you took the time to watch this video I would love to extend the offer to your Law Firm to have us run this analysis for your website you're going to know by the end of it exactly how much traffic exactly how much leads your Law Firm could be getting on a monthly basis which will show you if this is even worth investing in because honestly it's not worth it for all law firms so all you have to do is click the link below schedule a call my team will get on we'll do a quick analysis and we will show you exactly how much traffic and leads and money your Law Firm should be making from search engines every month I really hope you take me up on this hopefully I'll see you there