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Why Are So Many Law Firms
Struggling With Mobile Marketing? Sponsored by
Presented by
Agenda
About BusinessCreator, Inc. and me
About the Power Practice Builder Webinar Series
Topics of PPB Webinar Series
Goals of this webinar
How To Get Your Phone To Ring
About BusinessCreator, Inc.
BusinessCreator is a full-service local search, lead generation
and mobile marketing agency specializing in innovative and
engaging local and mobile programs, promotions and
campaigns.
Our goal is to increase your online presence and convert
your website traffic into new clients.
Holistic approach to local and mobile search marketing
About BusinessCreator, Inc.
Holistic approach to local and mobile search marketing:
Local Search Marketing and LSEO
Citation and Directory Building
Lead Generation Platform-All In One Marketing Solution
Live Attorney Leads GUARANTEED Quality Calls
Reputation Marketing-5 Star Reputation Program
About BusinessCreator, Inc.
Holistic approach to local search marketing:
WebCreatorPlus Custom Rent-To-Own Websites
Lead Generation Websites
Website and Online Marketing Audits
Social Media Marketing (SMM)
Video Marketing-production, SEO, syndication
PPC
Retargeting
About BusinessCreator, Inc.
Holistic approach to local search marketing:
Mobile Websites
iseekLaw Mobile App Directory
iseekLaw Mobile Website Directory
Mobile Apps
Mobile Marketing
Mobile Display Advertising-NearYou Mobile Marketing
Consumer Financing For Legal Services
Me
Power Practice Builder Webinar Series
Webinar Topics-found on
www.forlawfirmsonly.com
1. Local Search Marketing for Law Firms
2. Why Are So Many Law Firms Struggling With Mobile
Marketing?
3. Mobile App Marketing For Law Firms-Daniel Rosemark, Esq.
4. Lead Generation-Live Attorney Leads Program, PPC,
Retargeting
5. Social Media Marketing and Reputation Marketing
6. Video Marketing
Power Practice Builder Webinar Series
Webinar Topics-found on
www.forlawfirmsonly.com
Future webinars will focus on specific topics
Open invitation to attorneys-anyone who would like to
participate in our Power Practice Builder Webinar Series
should contact me at [email protected] or call me
at 855-943-8736
Future podcast series. We are inviting attorneys and law
firm marketing experts to participate in a question and
answer weekly podcast beginning January 2016.
Mobile Marketing
Goals of the Power Practice Builder Webinars
Educate attorneys on best practices in local search marketing to
help them make informed decisions on how to best spend their
marketing dollars for the greatest ROI.
It is about learning what will get your phone to ring, your next
appointment, your next client.
It is NOT intended to be an Local SEO or Mobile Marketing program
for digital agencies
Not that level of detail and not that technical
Most lawyers do not have time or patience to do their own local search
marketing
Lawyers should be practicing law and not practicing my craft
Mobile Marketing
Agenda
Google and Mobile
Where To Begin in the Mobile World?
Mobile-Only Site versus Mobile Responsive
Mobile Marketing-What Exactly Is Mobile Marketing?
Mobile Display Ads
What are they
How do they work
How do I get started
Mobile Apps. Does My Law Firm Need A Mobile App?
Mobile Marketing
Business Listings ManagementCitation Management and Building
LSEO
FOUNDATIONAL solution
that integrates well into local
digital offerings.
Piece you must do PRIOR to
everything else you’re doing
in your local search
campaign. Content Marketing
Mobile Marketing
Mobile Websites
Mobile Web Apps
Mobile Advertising
QR Codes
Mobile Location Analytics
Text Message Marketing
Mobile SEO
Mobile Marketing
What Is Mobilegeddon & The Google Mobile Friendly Update
What is Mobilegeddon?
Simply put Google is changing its algorithm so that on searches made on mobile
devices, "mobile friendly" sites will be elevated over sites that are not mobile
friendly.
According to Google a mobile-friendly site boils down to the following:
Avoids software that doesn't render well on common mobile devices. (Think Flash)
Uses text that is readable without zooming.
Sizes content to the screen properly without having to scroll horizontally. (Vertically is fine.)
Places links far enough apart so that the correct link can be easily tapped.
Mobile Marketing
What Is Mobilegeddon & The Google Mobile Friendly Update
Businesses Lost Search Traffic As A Result Of Not Being Mobile Friendly
Mobile Rankings Have Never Been More Different From Desktop Rankings Than
They Are Right Now
It Will Only Get Worse For Those Not Optimized For Multiple Screens
If you’re not yet mobile-friendly, make it happen. And if you are mobile friendly,
prepare for the next update — because in this new era of SEO, it’s no longer
possible to ignore mobile searchers and mobile sites and compete with those
who don’t.
Mobile Marketing
What Is Mobilegeddon & The Google Mobile Friendly Update
Mobile-Friendly Test
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile Marketing
Mobilize Your Business!How to Reach Today’s On-the-Go Customer and Crush Your Competition!
What is mobile marketing?
mo bile mar ket ing (noun)
“A set of practices that enables organizations to communicate and engage their audience in an interactive and relevant manner through any mobile device or network.”
(Mobile Marketing Association)
Mobile Marketing
What’s the big deal?
• 93% of adult Americans have mobile phones
• #1 most-used technology device (more than PCs!)
• 35% of all U.S. households have ditched their landlines
(Experian, American Mobile Consumer Report – March 2015)
Mobile Marketing
People use their mobile phones 6X more
than their computers to search for your
law firm…
Are you reaching them there?
Mobile Marketing
Benefits of mobile marketing
• Increase client loyalty
• Generate more revenue per client
• Increase brand awareness
• Boost website traffic
• Boost appointments/consultations-Get the phone to RING!
Mobile Marketing
Challenges for Law Firms
• 44% - lack of time to figure out a new technology
• 30% - Perceived expense
• 30% - lack of understanding of how to start
(Fanminder Mobile Marketing Survey – August 2014)
Mobile Marketing
Mobile = New Challenges
• Phones = small screens
• How does your website look on that screen?
• If it’s not optimized, searchers won’t bother
Mobile Marketing
Responsive web design (RWD) uses one website
and automatically adapts and resizes content to fit
a user’s device, based on a number of factors like
device and browser type, screen size, and screen
orientation.
RWD respond to their environment. The
Responsive Design responds/adapts depending
upon the layout of the device.
Responsive Design Adapts to Screen Size
Mobile Marketing
Mobile-only
A mobile-only site is built as a completely
separate site from your primary website.
Stripped-down version of the main site, with
less content and an emphasis on contact
methods rather than a complete website
experience.
When a user accesses your site from a mobile
device, it is automatically directed to the
mobile version.
Mobile Marketing
Need a Mobile-Friendly Website?
But unsure about which solution to choose
Both a mobile site and responsive design will optimize your site to
be more appropriate for smaller screens.
Both will offer simpler navigation and faster load times.
However, there are differences, which is why we share the
advantages and disadvantages of both solutions below.
Mobile Marketing
Mobile Site Responsive
Design
Rendering
Experience
A mobile site is essentially
a copy of your website,
where the server does the
work to deliver an
optimized page that’s
smaller and easier to
navigate.
The solution can really
customize a unique
experience for mobile
users.
A good choice when it
might be too expensive to
redesign responsively.
In responsive design, the
device does the work and
automatically adjusts
according to a device’s
screen size (large or small)
and orientation (landscape
or portrait). It switches
between these options on-
the-fly.
A very good and flexible
solution.
Mobile Marketing
Mobile Site Responsive
Design
Domain
Protection
With a mobile site, you
must create a different
domain (many companies
choose to differentiate
theirs by “m.domain.com”).
Can dilute domain and hurt
organic search traffic. Can
add to website
management because you
have to maintain two
separate silos of content.
Responsive design lets you
keep your own domain—
nothing changes except
code on the back-end.
Googles thinks this is the
better solution:
...Maintaining a single
shared site preserves a
canonical URL, avoiding
any complicated redirects,
and simplifies the sharing
of web addresses...
Mobile Marketing
Mobile Site Responsive
Design
Link Equity Because a mobile site
uses a separate domain,
links shared from mobile
browsers will not count as
search link equity toward
your primary site.
Not as good for search.
Since responsive design
simply embeds new code
on the back-end of your
website, your company’s
link equity is preserved.
Better option for search.
Mobile Marketing
Mobile Site Responsive
Design
Future-ReadyRe-working of a mobile site
might be needed in order to
stay current with next-
generation phones and
mobile browsers.
The technology is more
forward-thinking because
once added to site it will
work on next months and
next year’s devices without
having to be programmed
further.
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Business
Google research: no mobile site = lost customers
Research performed by Google says that mobile-friendly sites make 67% of
customers MORE LIKELY to buy a company's product or service.
Conversely, not having a mobile site can cause you to LOSE up to 61% of your
customers to a competitor.
Those are big numbers!
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Business
82% of local mobile searches turn into phone calls
Google says that over 60% of mobile searches are local in nature, and that
82% of those searches become phone calls.
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Law Firm
Two-Thirds of mobile users say a mobile-friendly site makes them more likely to
contact a law firm for its service.
Higher customer engagement (repeat visits) coupled with higher satisfaction
index while on a mobile website turn visitors into clients.
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Law Firm
40% of mobile users switched from one firm's website to a competitor's
after having to deal with a poorly designed website for their mobile
device.
Consumers have come to expect mobile websites from the businesses they
work with, large or small, and if your website does not deliver when they try to
access it on their Smartphone while out and about, they are very likely to start
looking elsewhere.
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Law Firm
Inbound mobile phone calls are 10-15 times more likely to convert than
inbound web form leads
Google says that 82% of mobile searches result in a phone call and
Inbound phone calls are 10-15 times more likely to convert than inbound web
leads.
Mobile growth is staggering - Mobile users surpassed desktop users
In other words mobile searches produce more client conversions for your law
firms than simple web clicks.
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Law Firm
You’re ignoring a large percentage of your reachable market.
The fact is, mobile is now more popular than the desktop PC–surpassing
internet desktop usage last year.
Mobile is often the starting point for those searching for legal solutions.
Google recently rolled out an algorithm change that penalizes sites that aren’t
mobile friendly. What does that mean?
That means prospects are unlikely to find your site via a mobile search.
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Law Firm
It makes your business look out of touch
The proliferation of mobile devices ensure that mobile is here to stay and is a part
of the business landscape moving forward,” says Robert Manigold, Business
Development at Codekoalas. “To ignore this is simply showing a lack of
understanding of how the landscape of business has changed.”
Mobile Marketing
Why A Mobile Website Can Help You Grow Your Law Firm
You miss out on the social sharing economy
Most social sharing occurs from mobile devices. Ignoring mobile harms your
company’s ability to spread on social sites.
“With the majority of social media accessed through mobile devices and a rising
trend towards accessing websites through mobile, not having a mobile optimized
site can turn away a large percentage of possible customers. People are also
reading more articles on mobile than ever before. This means that any blogs or
content that you push through your company is missing its full audience if it
doesn’t show up on mobile.”
Deborah Sweeney, CEO of MyCorporation.
Mobile Marketing
What is mobile SEO
• Similar to SEO – getting ranked in the search engines
BUT
• Making sure you are optimized for mobile
• You want to be easily found when people are searching on the move!
Mobile Marketing
Mobile Optimization
Mobile optimization is the process of ensuring that visitors who access your site
from mobile devices have an experience optimized for the device.
Mobile Marketing
Mobile Optimization
Mobile SEO is based on very similar principles to general SEO.
A website which quickly and easily resolves a user’s search query will always
rank higher than one that doesn’t regardless of what platform the user is
browsing on.
So already having a decent SEO strategy in place puts you in a good position to
be successful on mobile.
Mobile Marketing
Mobile SEO Best Practices
If your site is already well optimized for search engines, there are only a few
additional things that you need to think about when optimizing for mobile.
Page speed
Because of hardware and connectivity issues, page speed is even more important
for mobile users than desktop users.
Mobile Marketing
Site design for mobile
Mobile devices are simplifying and revolutionizing the ways sites are designed.
"Above the fold" no longer has meaning in a world where we scroll endlessly.
Don't use Flash
The plugin may not be available on your user's phone, which means they'll miss out
on all the fun. If you want to create special effects, use HTML5 instead.
Don't use pop-ups either
It can be difficult and frustrating to try and close these on a mobile device. This
might lead to a high bounce rate.
Design for the fat finger
Touch screen navigation can lead to accidental clicks if your buttons are too big, too
small, or in the path of a finger that's trying to get the page to scroll.
Mobile Marketing
Optimize titles and meta descriptions
Remember that you're working with less screen space when a user searches using
a mobile device. To show off your best work in SERPS, be as concise as possible
(without sacrificing the quality of the information) when creating titles, URLs, and
meta descriptions.
Use Schema.org structured data
Because of the limited screen space, a search result with rich snippets is even more
likely to stand out than on a desktop.
Optimize for local search
If your business has a local element, remember to optimize your mobile content for
local search. This includes standardizing your name, address, and phone number
and including your city and state name in your site's metadata.
Mobile Marketing
If you redirect users to a mobile site, make sure you redirect them
to the right place
If you have a separate mobile site (e.g. m.example.com), you need to make
sure that it, and the desktop site (e.g. example.com), have bi-directional
redirects set correctly.
From Google’s updated best-practices guide:
Google updated annotation requirements for websites that use separate mobile URLs.
They now require two-way (that is, “bi-directional”) annotation. For any
large website, being fully compliant with these annotations is a
significant, yet important, undertaking.
If you have a separate mobile URL, 100% compliance with these requirements means modifying the
page markup for every page on both your desktop and mobile websites.
It’s hard work: over half of the websites in the Internet Retailer Top 500 fail to set their canonical tag
for pages other than the homepage. And 95% fail to set the corresponding desktop annotation.
Mobile Marketing
If you redirect users to a mobile site, make sure you redirect them to the
right place.
If you have a separate mobile URL, 100% compliance with these requirements means modifying the
page markup for every page on both your desktop and mobile websites.
It’s hard work: over half of the websites in the Internet Retailer Top 500 fail to set their canonical tag
for pages other than the homepage. And 95% fail to set the corresponding desktop annotation.
Mobile Marketing
Mobile site configuration conclusion
Probably the most important decision you'll make when setting up a site is deciding
whether you want to use a responsive or separate site configuration. Each has its
advantages and disadvantages.
Google prefers responsive design but supports all options as long as you have set
them up properly.
Mobile Marketing
Location-based marketing
From $0 in 2009, location-based marketing is
projected to grow to $6 billion in 2015.
Some businesses are seeing 65 percent redemption
rates from new, real-time geo-targeted ads (example
Free Consultation).
(Borrell Associates)
Mobile Display Marketing
Mobile Marketing
Benefits of mobile marketing
• Increase client loyalty
• Generate more revenue per client
• Increase brand awareness
• Boost website traffic
• Boost appointments/consultations
• Get the phone to RING!
Mobile Marketing-Mobile Display Marketing
Mobile Display Marketing-Why?
● Smart phones are now
used by over 90% of
consumers (Comscore)
● US Consumers spend an
average 4.5 hours per
day on their smart
phones (excluding voice
calls) (eMarketer)
● Consumers spend nearly
8X more time on their
smart phone than all
print media combined
(eMarketer)
● ~80%+ of time spent on
mobile is outside of
Google and Facebook
(FLurry Analytics)
Mobile Marketing
Mobile Display Marketing
Strategies for mobile display advertising
• Get targeted
- Location-GeoTargeting, GeoTargeting, GeoTargeting
- Using specific apps
iseekLaw-Dan Rosemark, Esq. next webinar
- Using specific display advertising platform
NearYou/Moasis Platform
Mobile Marketing
Mobile Display Marketing
Strategies for mobile display advertising
• Be realistic about what you expect
• What can you make happen?
- Make a phone call
- Opt-in to list
- Download an app
• Must be quick and easy to do on a phone
Mobile Marketing-Mobile Display Marketing
Mobile Display Marketing
Mobile display advertising-How?
• As simple as placing a normal online ad
• Make sure ad is designed for mobile
• Target timing that the ad displayed
• Target location where the ad is displayed
Mobile Marketing-Mobile Display Marketing
Geofences -- the standard convention in location targeting today -- have serious limitations
Mobile Marketing-Mobile Display Marketing
Mobile Display Marketing
● Your business ads run across 60,000+ different
mobile apps and websites including ESPN and
The Huffington Post
● Your ads are seen by consumers in specific
locations you choose around your business
● You can deliver more relevant offers by
customizing ad messages by location and time
of day
● Schedule your ads to connect with customers at
just the right time
● It’s Fast & simple - we can create and launch
good looking ads and launch within an hour
“The 21st Century Answer to the Paper Flyer”
Your mFlyer landing page Your ads
Mobile Marketing-Mobile Display Marketing
Mobile Display Marketing
● See results -- including how many times your
ads get seen, opened, and acted upon -- by
location
● Build awareness, drive traffic to your store,
or deliver promotions locally
● Free trial, with fixed-Cost Per Click model at
$5 per click
● Small setup and maintenace fee that includes
graphic creation each month and monitoring
“The 21st Century Answer to the Paper Flyer”
Your mFlyer landing page Your ads
Mobile Marketing-Mobile Display Marketing
mFlyer is the 21st Century’s answer to paper flyers
• Enables our clients to drive traffic to their sites or office
• Enables law firms to deliver relevant local mobile advertisements directly to consumers’ mobile devices
• mFlyer enables you to cherry-pick neighborhoods
Mobile Web Apps vs. Mobile Website
APPS MOBILE WEB
Platform Independent
(Browser)
Rich Experience
Brand Extensible
Easily Publishable
No — A separate application is
required for each platform.
Yes — A mobile web site is
accessible on each platform.
Yes — Apps can take total
advantage of native features.
Yes/No — With work, some
native features can be used.
Yes — Apps are a great extension
of your brand.
Yes — Mobile sites are a great
extension of your brand.
Yes/No — Apps require a lengthy
approval process for release
(Apple).
Yes — Updating a mobile site
takes mere minutes.
No — can be $15K for custom
app with continued updates and
cost as Apple/Android change the
OS.
Yes — Lower cost to build. Built
on Mobile or Responsive CMS
which are easily updated.Cost
Mobile Marketing
Mobile Apps
Are you aware of the fact that mobile apps have completely changed the
business scenario today?
With billions of new apps being developed everyday, the future has finally
evolved. Why are Businesses Creating Mobile Apps?
• The volume of Mobile Phones is much higher than PCs.
• The average time spent on Mobile Apps is 66% of total online time.
• On average, people check their mobile every 6 minutes.
• People use mobile Apps 6 times more than the mobile websites.
• 79% smart-phones users use their mobile to make purchasing decisions.
• 50% users make a purchase on Mobile within 1 hour as compared to 1
month on Desktops.
• 73% of Business Owners use Mobile Apps daily.
• Business owners also use Mobile Apps for Customer Engagement.
• Solution- iseekLaw
Mobile Marketing
Mobile Apps
In today's Mobile world, there are over 25 Billion Mobile Apps as of Jan 2015
So what are you waiting for? Don’t have an idea/concept yet? Don’t have the
budget?
Solution-iseekLaw-mobile directory with loads of features built by an attorney for
attorneys. Next webinar will focus on our law app and how you can take
advantage of iseekLaw.
Mobile Marketing
How does your business and website appear?
Tools to check
www.localsearchprofiler.com –Check How Your Business Appears
Online (Citation Report) and Reputation Report
https://www.google.com/webmasters/tools/mobile-friendly/
check how your site appears on a mobile device.
Contact me for a Free website evaluation/audit
Contact me for copies of slides
Contact me for book “Internet Marketing For Local Business”
Ed Kundahl, Ph.D., M.B.A.
855-943-8736 ext. 101