Do You Need Help With Your Marketing?

StrategyDriven Online Marketing and Website Development Article |Marketing|Do You Need Help With Your Marketing?Marketing is one of the central processes in the running of any business. If the marketing is done in the right way, then the business itself is going to be a success. However, if it is not right, you never know what fate might befall the company. But perfecting marketing is a real challenge. There could be many times when you find you need help with it. It’s helpful to know for sure when you need that help, so that you can seek it out in time and make the most of it. In this post, we’ll look at a few of the clearest signs that you might need some help with your marketing.

Your Sales Are Low

One of the surest signs that you might need to consult a marketing agency is that you just aren’t shifting any products. Most businesses experience the occasional dip in sales, and that can be the result of a number of different things. But sometimes marketing is the problem, and it’s good to be aware of when that is so. Even if that is not the reason, you will find that improving your marketing is going to make a huge difference to how many products you sell, and for that reason it is absolutely worth looking into anyway. If you feel that you could be selling more, take a look at your marketing and see whether you might need any help with it. That alone could well be enough.

A Weak Brand

As a business, you need to have a strong brand which people can immediately recognize and relate to. This is central to keeping your business in line with what you want to achieve, and it is one of the things that you are going to want to keep an eye on throughout your business. However, if you have come to realize that your brand is actually relatively unclear, then you might find that it is necessary to step back and allow some marketing experts to take a look at it. If they can improve your brand in any way, you are bound to find that this will improve your marketing generally, and the performance of your business.

You Don’t Have The Time

Marketing well takes time, and if you just know that you don’t have the time, then that is one of the things that you are going to need to think about. That means that you will benefit greatly from giving your marketing over to the professionals. It is a good idea to make sure that you bear that in mind when the issue of time management crops up and becomes hard to bear. By giving the work to someone else, you can keep your eyes on the prize in other places, and hopefully it will all come together in a business that is functioning much more accurately and expertly.

With an awareness of when you need to get help, you will be able to keep the business operating much more efficiently. Consider this early on if you want to make a big difference in your company.

Ecommerce Websites Need To Focus On Quick And Easy Shopping

StrategyDriven Online Marketing and Website Development Article |Ecommerce Website|Ecommerce Websites Need To Focus On Quick And Easy ShoppingEcommerce is the rocketship that doesn’t run out of fuel. Year-on-year, ecommerce continues to grow. It’s the way of the future and it makes perfect sense. One of the best reasons why it makes perfect sense is because it makes shopping easier and quicker. These two things lay in the website design field. Navigation is one thing, but the user experience is going to cater for outright speed. Online customers want an ecommerce website to do one thing above all else and that makes it easy for them to find what they want. That’s it, it’s not complicated. Well, in theory, it’s not but website designs have to be unique and interesting which puts a spanner in the works of UX. There are some rules to follow, which for any ecommerce business will make it easy for customers to search and filter their way to the products they desire.

Optimize suggested searches

At the top of your ecommerce website, you should have a search bar. This is best kept right in the middle of the high bar so it’s clearly in view for every page. As visitors click on the search bar, there should be an automated search suggestion. For example, you’re a retail clothing business, a visitor types the letters ‘jea’, your search bar should immediately suggest things like ‘blue jeans’, ‘jeans for men’, ‘dark denim jeans’, etc. However, the trick is to bind your search bar, suggestions and your cookies to remember each search that an individual has made. This way you can optimize the suggestions to include products or similar products they may have already bought or looked at before.

More options the better

It’s important to understand some customers may only be half sure of what they are looking for. They may be in the business of searching for a new pair of jeans but they don’t know what sort they would like. This makes a suggestion bar kind of limited as there are no visual representations of those suggestions. That’s why a faceted search for bigcommerce is invaluably useful. The search results will show images and prices of the jeans but with a filter option, they can decide to only see jeans in their size, in their desired color, brand, price and category. By seamlessly clicking on each option, they can narrow down their search with the aid of changing visuals to accurately represent their options.

Recovering baskets

Many times consumers don’t have the time or the patience to log into their account and start shopping. Sometimes they’ll just swipe and browse items they are interested in. they might also click ‘add’ or ‘buy’. Since they’re not logged in, if they were to click off the page they would lose their basket. However, with a flexible cookies policy, you can remember the machine or the IP address the basket was made from. Therefore it will remember the same items that were selected when that person does eventually log back in and make the purchase for real this time.

The quicker you can find products for your customers, the easier their shopping experience with you becomes. Focus on optimized search suggestions first to get a feel for what individuals may like. If you need help, get a B2B website designer.

The “Four P’s” of Marketing a Law Firm Online

StrategyDriven Online Marketing and Website Development Article|Online Marketing|The “Four P’s” of Marketing a Law Firm OnlineIn the course of my years partnering with web developer and SEO specialist Sagapixel, I’ve learned a lot about how to market my firm. I am a busy Philadelphia appeals attorney and had to learn the hard way that running and marketing a law practice has nothing to do with the practice of law. They don’t teach you this in law school!

Hopefully this synopsis of what I’ve learned will help anyone starting their own law practice, or anyone who has trouble marketing their law firm and needs more clients. The Four P’s work!

What Are the “Four P’s” of Marketing?

First, I learned about the 4 P’s of Marketing—Product, Price, Place, and Promotion. This is a fundamental marketing model that worked 80 years ago and will work 80 years from now, regardless of what new technology arises that changes the way we shop for and purchase goods or services.

If you keep the four P’s in mind, you will have a clear, defined marketing strategy that supports your client acquisition goals.

The First P of Marketing a Law Firm – “the Product”

A lot goes into choosing an area of practice to focus on. Often, an attorney will get a job out of law school, become highly skilled in one area of law, then go out on her own to open a solo practice without looking first to see if the local market is saturated.

Not ideal.

Before you commit to paying for advertising services in a market that you may or may not be able to compete in, consider the following:

1. Is there a big player that already dominates the market?

If there is, be prepared to languish as a very small player for a very long time.

For example, in the Philadelphia area market there is a law firm that does TV ads, places billboards all over the region, and spends a few million dollars on Adwords a year. Yes – a few MILLION dollars.

This firm has made a name for itself as “THE workers’ compensation firm” and it is now incredibly difficult (and expensive) to get workers’ comp clients through advertising. Keywords related to workers’ comp are about 50%-100% more expensive to bid on than keywords from other areas of practice.

The upshot is, it will be difficult and expensive to penetrate a market with a dominant player.

2. Can You Create a Niche?

Frank at Sagapixel told me about a conversation he had with Eric Diaz, a prominent real estate attorney in Philadelphia. He was telling Frank about some of what he does for his clients. During the conversation, he mentioned something his firm must do for all clients that involves tedious paperwork that many attorneys do not like doing.

Frank told me how he interpreted this as an opportunity and suggested to Eric, why not offer this service to other firms? He could train a young associate to do that tedious paperwork, then own it.

I thought this was great. I was lucky in that early in my career I gained experience in a fairly narrow area of practice in government service, then was able to parlay that experience into my own appellate law firm.

By creating or taking over a niche, an attorney will have both a strong value proposition and differentiator that will allow him or her to stand out in a market. Think of it in your own case—would you prefer to hire an SEO agency that specializes in law firms or a firm that works with just anyone that walks in the door? Prospective clients feel the same.

The Second P of Marketing a Law Firm – “the Price”

I’m not going to get too much into pricing here though I will recommend that you take a hard look at your pricing model. The hourly model that many attorneys use could be inferior to a value-based model such as those promoted by consultant Alan Weiss. I have seen that using flat fees that are standard in the region works for many types of law practices.

The Third P of Marketing a Law Firm – “the Place”

This is another area into which I will not go into much detail because this is most often specific to an attorney’s area of practice.

If you have your own law firm, you’ve probably already decided about the “place” of your firm without realizing that that decision is a crucial part of your marketing plan.

Different areas of law have different “place” requirements. A medical malpractice attorney might choose a pricey office right across the street from a hospital. But an attorney whose practice is primarily electronic, like bankruptcy, might relocate to an area with lower costs of living and work remotely.

If you can work from home, do it – for any new firm keeping costs down is vital. Of course, consult your jurisdiction’s rules as some states do require a physical office.

The Fourth P – “Promotion”

Your Law Firm’s Website

The days of people searching the phone book yellow pages are over. People go online to search for goods and services, legal services included. Even if you have a big billboard that someone happens to notice, you know that someone finds you online and checks out your website.

I’ve seen that creating an effective website is as much art as it is science – please choose your web developer wisely. Your website developer will help you:

  • Develop your personal brand – what differentiates you from other attorneys practicing your area of law?
  • Generate relevant content that establishes your knowledge and experience in your practice area
  • Generate content that starts clients on their Buyer’s Journey to retaining you
  • Optimize that content to help convert leads into clients by creating a “call to action”
  • Get your website seen by people who need your service, through SEO
  • Create a positive user experience by organizing the site logically with fast loading pages and a prominent
  • Contact form
  • Optimize the site for mobile users

Google Ads – Adwords for Law Firms

But what are Google Adwords? I certainly had no idea until I started working with Frank at Sagapixel.

Google Adwords (now called Google Ads) are an “online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users”, according to Wikipedia.

How Do Google Ads Work? Advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. Since advertisers have to pay for these clicks, this is how Google makes money from search. This is also called Pay Per Click, or PPC.

If this sounds like it takes too much time away from your law practice – you’re right. This is why you should consider hiring Google AdWords advertising agencies that handle law firm SEO and PPC to do it for you.

Google Reviews

It is important to touch base with clients after you’ve represented them to ask about their experience. If they respond that they had a positive experience, you should ask them for a review.

There is software that automates this process so that it is hands-off for you. Use it.

Tracking the Performance of Your Online Marketing Efforts

Google Analytics tracks viewer’s behavior and shows you which of your online marketing activities are working and which need some tweaking. Again, this is something your SEO firm handles for you.

As you can see, there are many moving parts to marketing a law firm online. When you establish your own firm, you are taking a big leap of faith that you are going to make it. Educating yourself, then choosing the right web design and SEO firm, will help you create the online marketing strategy that brings you the business you need not only to survive, but to thrive.


About the Author

StrategyDriven Expert Contributor | Todd MosserTodd Mosser, Esq. is a Pennsylvania appeals attorney admitted to the bar in Pennsylvania, New Jersey, the Eastern District of Pennsylvania, the U.S. Courts of Appeal for the Third, Sixth, and Ninth Circuits, and the United States Supreme Court. Mr. Mosser attended Shippensburg University and the University of Pittsburgh School of Law, graduating with honors.

Mr. Mosser worked for eight years as an Assistant District Attorney in the Philadelphia District Attorney’s Office Appeals Unit prior to opening Moser Legal in July 2013. Since then his firm has litigated over 900 civil and criminal appeals. Mr. Mosser is a leading legal authority in his field, having been quoted in The Legal Intelligencer and having served as a television legal commentator.

5 Instantly Positive Highlights You Can Easily Publish On Your Landing Page

StrategyDriven Online Marketing and Website Development Article |Landing Pages|5 Instantly Positive Highlights You Can Easily Publish On Your Landing PageYour business’ landing pages are the first point of contact for any new customers visiting your website, so it’s important that you’re making a solid first impression. If you’re struggling to find inspiration for your landing page and wondering what sort of information and tone to take on your website, then this article will provide you will all those answers – and crucially how each one can benefit your business or brand. Take a read below to find out more.

Client Testimonials

Client testimonials are a superb way of highlighting to new customers just exactly what you’re about and some other projects you’ve worked on in the past. Obviously, if you have any negative testimonials it’s a good idea to keep them away from the landing page, but positive reviews from reputable clients are a solid way to show off your skills and draw in new customers interested in using your services.

Contact Information

Obviously one of the most important pieces of information to place on your landing pages is your contact information. You may be wondering why we’ve even included this point because it seems like we’re stating the obvious, but you’d be surprised. Always ensure that the contact information you want your customers to approach you by is clear and easily located to ensure you’re getting the most business as possible. This is particularly important if you’re looking to highlight the fact that you’re using an 0800 number. In that respect, planet-numbers.co.uk can provide 0800 numbers for an extremely cost-effective price.

New products or services

Another obvious piece of information to include on your landing page is any information surrounding new products or services that you’re releasing. Highlighting your latest products and services is a great way of testing the waters and working out what sort of things your customers like. After all, there’s no point releasing something that you’re not going to promote. As well as new products you should always ensure you’re clear about the products and services you offer. Clarity really is the key to attracting new customers and ensuring they purchase from you rather than your competitors.

Latest News

Publishing regular updates surrounding the latest news in your industry is a great way to add fresh and relevant content to your landing page while simultaneously improving your SEO rankings. We’re not talking reams and reams of text; just little snippets of digestible material you can use to highlight things you find interesting that promote your content. Landing pages and blog content are perfect for promoting your business on social media, too.

Information about your brand

I think by now we’ve covered all the main points surrounding what to include on your company landing page. But once you’ve got the important things out the way, take the time to integrate them into your brand tone of voice in a way that appeals to your customer. Information is important, but the way you deliver that information is what’s going to transcribe your words into revenue.

Should a Custom WordPress Web Design Be Important to Your Business?

StrategyDriven Online Marketing and Website Development Article |WordPress Theme|Should a Custom WordPress Web Design Be Important to Your Business?At the current time, at least 34 percent of websites use WordPress as their content management system (CMS). This is very significant and a good reason why many businesses use this CMS for their website(s).

There are many free and paid WordPress themes available. This is the beauty of the WordPress eco-system which makes small and mid-sized businesses question whether they should use a free theme for their site design, purchase a premium (paid) theme or go the custom development route?

In this article, we aim to look at what makes sense for companies from a strategic perspective.

Is a Premium WordPress Theme Better than a Free One?

A free theme is designed for people and organisations that want a fast, workable solution.
Click a few buttons, install WordPress, add a free theme, begin adding written copy and implement a navigation menu, and you’re already ready to launch!

But hold up there. Are there any negatives to free themes?

Yes, there are.

Many aren’t regularly updated, so when Automattic (the folks behind WordPress) release an update, it may create security holes or malfunctions within a free theme. Because the theme isn’t generating any money, the creator(s) usually will abandon it in favour of other projects sooner or later. Lastly, they also have fewer features and little to no ability to redesign them easily.

How About a Premium WordPress Theme?

Premium themes are far superior.

Indeed, some WordPress designers will start with the solid foundation of a premium theme that they know has a solid code base and then build a custom appearance over the top of that, rather than reinvent the wheel. This may or may not be faster compared to creating a theme from the ground up.

Strategically, using a paid theme looks far more professional and from a security standpoint, they tend to get updated regularly too. This is because there’s a team behind it and the operation is probably generating a profit. Therefore, it’s less likely to get abandoned. Also, when sticking with big-name premium themes, the likelihood of losing the developer and seeing the theme never get updated again is lowered even more.

Is a Custom WordPress Theme Worth It?

For businesses that have a clear strategy where they don’t want their web presence to look like anyone else’s, getting a completely new design via a custom WordPress theme makes the most sense.

A professional WordPress Agency London will have full-time developers, programmers and graphic designers on their team, so they are perfectly placed to craft a site design that matches the needs of the client perfectly. That’s easier to execute when building from the ground up and not starting from a premium theme and making customisations, but either works effectively.

For start-ups, a custom look is vital to establish the brand early. Finding a development team that understands their goals and can create the right solution is important. However, for tiny businesses, using a premium theme and redeveloping that or a premium theme with just a few tweaks here and there is going to be more economical.

There’s no one right answer about what theme to use with WordPress and whether it should be a custom development or not. It comes down to the business that requires the site and what their needs and budget permit them to do.