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The Must-Have Building Blocks of Digital Marketing

While many companies and businesses understand that they need to be "on the Internet," they usually do little to engage their target audience.  Today's potential clients are more sophisticated and informed than ever before.  Information is available 24/7, no matter where you are or what you're doing, and answers to questions are now always at the consumer’s fingertips.  It's imperative that businesses create a marketing strategy that speaks to the problems that both their current and potential clients are facing.  Everyone is talking about digital marketing or online marketing or inbound marketing and they’re asking a lot of questions:

  • Is your company doing PPC?
  • What should I do about SEO?
  • Should my business blog?
  • What are you posting on social media?
  • Are you using video?
  • How do I get my firm on the first page of Google?
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Buyer Personas: Is Your Business Targeting the Right Customers?

Great marketing begins when you have a solid understanding of who you are trying to attract.  Buyer personas have arguably become the foundation of any digital marketingcontent marketing, and inbound marketing strategy.  It stands to reason that the more information you have about your ideal customers and clients, the better you can craft your marketing strategy and messaging to serve them.  Building out your buyer personas... and yes, you will have more than just one or even two... takes time and effort.  You need to do your homework and that includes in-depth research, surveys, and interviews, not guesses and assumptions.  

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Law Firm Personas… Are You Targeting the Right Clients?

Personas have arguably become the backbone of any digital marketing, content marketing, and inbound marketing strategy for law firms.  Great legal marketing begins when you understand and are confident about who you are trying to attract.  It stands to reason that the more information you have about your ideal clients and target audience, the better you can craft your marketing strategy and messaging to serve them.  Building out a persona takes time and effort.  You need to do your homework and that includes research, surveys, and interviews, not guesses and assumptions.  

But, when working with law firms and attorneys, I often get push-back.  I hear things like:  “Why are we spending time on this?” or  “I’ve been a lawyer for 25 years; don’t you think I know who my clients are?”  Ask a family law attorney who her ideal client is and she’ll tell you someone getting a divorce.  Ask a personal injury attorney, and he’ll say it’s someone who’s been in a car accident.  These are very vague, broad business descriptions.  What is missing is the personal connection that is so integral to a successful marketing strategy… a real understanding of the who, what, where, when, why, and how of your prospective client.

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Marketing Automation: Turning Visitors into Leads

One of the popular misconceptions I hear from people who are relatively new to internet marketing is that everything is about getting more visitor traffic to your website.  While getting more traffic is a desireable goal - particularly for a new or growing business - you need to identify the potential leads, and efficiently nurture them into new clients.

As buyers of virtually all goods and services enjoy the ability to research and understand their needs and sift through their options online before they have to talk to a salesperson, the responisibility for identifying the leads and nurturing them increasingly needs to be done with your online marketing tools. The definition of "Marketing Automation" is the process of using your website, email, workflows, and social media, to sift through your website visitors to identify and nurture leads into clients.

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