Law firms investing in a corporate website and internet marketing campaigns frequently make lead generation a high priority, and with good reason — when individuals and organisations seek legal assistance, the first place they probably look is online.
The challenge, of course, is to execute online marketing skillfully, no easy task considering its complexity and ever-changing nature. To assist in the effort, Straight North, a leading PPC agency headquartered in Chicago, created an infographic, the Internet Marketing Lead Generation Ecosystem. The infographic is a visual representation of online marketing, from traffic sources to conversion to data analysis to continual improvement.
Use the infographic as a benchmark to identify opportunities and gaps in your marketing campaigns. Especially important to law firms:
- Note the great number of content options within the COMPANY WEBSITE hexagons. Law firms can use visual content such as video and professional photography to help establish trust and credibility with potential clients. In addition, “long-form content” (such as white papers and e-books) establishes expertise — perhaps the most critical issue for obtaining online inquiries.
- Below the COMPANY WEBSITE are two important hexagons: FORM SUBMISSION and PHONE CALL. Tracking phone inquiries back to their marketing source requires technical expertise to set up, and is often left undone. However, without phone tracking, it is impossible to tell whether an inquiry was prompted by PPC, email, SEO or something else. Without this information, firms cannot tell how effective (or ineffective) their campaigns are, let alone improve them.
This blog post was authored by Brad Shorr, Director of Content Strategy at Straight North, a B2B Internet marketing company that specializes in SEO, PPC and web design. This post originally appeared at legalexecutiveinstitute.com.
