Sample Scenario

Marketing Services Overview

(Attachment A)

We recommend starting with a mix of services which are focused on helping your firm increase its revenue through online marketing.  Professional malpractice, serious injury cases, dangerous drugs and other areas of litigation are competitive fields that can benefit from proactive online marketing efforts. Based on your allocated budget we will perform a variety of the services which are listed below and monitor and adjust our focus accordingly:  

·         Initial Strategic Plan - Analysis and creation of a plan to define the firm's specific goals and objectives for targeting new clients in your various areas of practice. This will include a preliminary assessment of your existing sites along with recommendations for areas to be targeted using a phased implementation approach.

·         Competitive Market Analysis - Why spend heavily to identify potential customers when you can let your competitors do the work for you? We will analyze your top competitors and find out where they are advertising on the web. Our special tools can help us find out who is linking to them and what they are doing. This information is reviewed and selections will be made to help you identify areas of opportunity that you may be overlooking.

·         Reverse Engineering – This service consists of reviewing the sites of top competitors to determine keyword density, proximity, architecture, contextual relationships, etc. This will allow us to pinpoint specific techniques and potential “sweet spots” to enhance your search engine marketing.

·         Keyword Analysis and Recommendations (National) - Using our state of the art research tools we will identify and recommend targeted keyword phrases that potential clients are using to search for legal services online.

Note: These are in addition to the keywords that you are currently using.

·         Keyword Analysis and Recommendations (Geotargeted) - Similar to National keyword analysis above using geo-targeting and area specific search terms.

·         Organic Search Engine Enhancement and Manual Submission- Initial review and paid submission for targeted keyword phrases in top search engines and directories. Placement will be based on your firm’s targeted services and applicable geographic areas.

·         Directory Placement Services – TMC has identified hundreds of attorney specific directories that potential clients use to find law firms on the Internet. We can list your firm on those directories that deal specifically with your area(s) of practice. We have found that this is an excellent way for attorneys to increase the number of case inquiries for gaining potential new business online.

·         Link Popularity - Link popularity is an important ingredient for successful organic search engine marketing. We will work to develop quality strategic links to drive targeted traffic to your site and increase your search engine rankings.

·         Cost Per Click Keyword Phrase Listing and Management - Initial Creation and management of targeted keyword phrases plus ongoing identification, submission and follow-up of new phrases.

·         Business Development, Project Management, Consultations and Recommendations, etc. - In order to successfully service your needs we will conduct regular status calls to review our progress, discuss new opportunities, and target your goals. The amount of time that this will take depends on how aggressively you would like to pursue your target audience. Many clients allocate 1-2 hours a week for the first couple of months and then 1 to 4 hours a month thereafter. In addition, we can prepare a list of questions for your follow-up and handle some of these items by email.

·         New Client Identification – Our online research and development team will help identify potential clients for your selected areas of practice. This valuable information can be used to develop supporting cases or to solicit individual clients that may be best served by your legal representation. Our staff has the tools and resources to help you define the selection criteria and mine the internet for your target audience.

·         Creation of New Targeted Client Acquisition Sites - Our professionally designed sites are engineered to be fast, functional and easy to navigate. They are search engine friendly and are designed to: highlight your firm’s professional image, providing quality information and encourage visitors to take action. Our sites offer proven features that can help reduce the time you spend on chasing unqualified leads and can enhance communication with new and existing clients.

·         Fraud Tracking & Follow-up – Cost per click advertising is subject to a variety of dynamically changing events. Often search engines have difficulty accurately presenting the results of their efforts. As such, it is important to frequently review server logs to verify the integrity of the click-throughs which are being purchased.

·         Spam Reporting - Many sites achieve their ranking through questionable tactics and techniques. Often times this can dilute the value of a search response and reduce the number of valid positioning results. By reporting these abuses we can improve the visitors experience and increase our rankings at the same time.

·         Log File Review and Analysis/ Webanalytics – Review log files and make targeted recommendations for website enhancement and keyword selection. Revise pages, add content and adjust navigation based on number of visitors, number of inquiries, search engine effectiveness, areas of interest, etc.

·         Strategic Guerilla Marketing of your firm’s services using free and low cost advertising techniques such as online classified ads, paid listings, online promotional services, etc.. TMC will identify a variety of online advertising venues and place a listing or link or reference to your firm on applicable sites.

·         Press Releases, Article Submissions and Professional Branding Services – Often times, press releases and published articles can generate leads and enhance credibility. Our staff works closely with leading publications to help our clients get noticed. A few well placed articles can increase link popularity and drive targeted traffic to your site.

·         Solicitation of Targeted Clients through the use of Permissive Email Campaigns. This can be very effective and is not to be confused with sending unsolicited email to large unqualified audiences (ie: spam).

·         BLOG Creation and Maintenance – Blogs are a hot new way of generating excitement and staying in constant communication with your target audience. We can add this feature to one or more of your websites to help build a closer relationship with new and existing clients.

·         Custom creation and electronic mailing of follow-up materials to clients who have expressed an interest in your services. These email announcements can include a solicitation for additional business as well as a request for referrals from existing customers.

·         Video enhancement and related marketing. We will send a professional team to your office location and shoot five to ten short videos to be placed strategically on your website. In addition, these videos can be distributed to a variety of sites on the web along with instructions on how to contact you. Both of these items can help increase your organic search engine placement and further server to brand your firm to the online community.

·         Hosting Resources- Professional quality hosting and tracking are important ingredients to success. Often times we need to have items resolved in a timely manner and thus it is important to work with vendors where we can establish strong individual relationships that are responsive when support is needed.

·         Misc. New Opportunities - By using many of these and other techniques we will position ourselves to identify new opportunities for target marketing and client acquisition.

The cost of these services can vary greatly and is dependent on the size and the scope of your audience as well as your budget. In addition, many of these items take time to develop. Most of the top search engines are taking weeks or even months to process new applications. Unfortunately it is similar to fishing. Any of these resources can provide you with small fish, medium fish or giant fish, however there is no easy way to know without trying. A good place to begin is to outline a plan that would test several of these areas for your market.

"We Do the Marketing, You Practice Law"