Larry Bodine Law Marketing Blog : Law firm marketing, legal editor, legal marketing, attorney marketing, business development, marketing consultant, legal consultant, business development

Robert Hodge, a Law Firm Marketing Specialist with LexisNexis, offers 4 advantages of using Pay-Per-Click over search engine

Immediate launch — We quickly develop a targeted keyword campaign for Google, and ads can go live within minutes.

Flexible budgets — We can set daily and monthly budget caps to ensure you never spend more than you're comfortable with.  We will change keyword bids and budgets on the fly to respond to the dynamic auction environment.

Highly targeted — Geo-targeting and geo-modified keywords means you can more easily reach the consumers near you or in targeted markets.

Control — Have a high level of control over your marketing message. Paid search advertising lets advertisers control what your listings say and how they look on the Google results page.  We also specify targeted landing pages, so you're able to drive users to the page that has the exact information they're looking for.

“In the Internet age, online content marketing is the best way for lawyers and law firms to establish their reputations and attract new business,” said Per Casey. “And web traffic analysis is the best way for lawyers and law firms to measure the success of a content marketing campaign and move forward based on that information. Content marketing and web analytics are inseparable parts of the same strategic process.”

Casey, founder of Tenrec (www.tenrec.com), a web technology consulting firm that focuses on law firms, discussed strategic content marketing and web analytics at the monthly program of the Rocky Mountain Chapter of the Legal Marketing Association in Denver.

“Content marketing involves distribution of your content using popular social media sites (like LinkedIn, Facebook, Twitter and YouTube) as well as successful content syndication sites (like JD Supra, LegalOnRamp and Scribd),” he said.

Each time your keyword-rich article is published on one of these sites, it is indexed by Google and other search engines – enhancing results for searches on terms like your name, your law firm’s name, your geographic area and the relevant subject area.

“Not only does the Internet facilitate the wide distribution of content,” said Casey, “it also allows lawyers and law firms to closely track distribution – to know how many visitors click on the content; how much time they spend reading, listening or viewing the content; and where (your website, search or some other site) they found the content.”

The popular Google Analytics program is free and yields information about site visitors, including:

• number of visitors (unique, new and repeat)
• page views
• repeat rate
• visit length
• page view length
• page view per visit
• bounce rate (those who leave quickly from a given page)
• entry pages (where visitors enter you site)
• exit pages (where visitors leave your site)
• referral sources (direct traffic, search engines and other referral sites)

“Web analytics programs are capable of generating a vast amount of information,” said Casey.

For more about Casey's presentation, read the story reported by Janet Ellen Raasch on the LawMarketing Channel.