Category Archives: Marketing

Rise Of The Machines? Will Lawyers Become Obsolete?

Let’s consider this for a moment: lawyers being replaced by robots.

It sounds like a farfetched, sci-fi movie featuring advanced robotics bringing clients to court with analytical judges determining the fate of humanity.

However, as crazy as it may sound, will lawyers become obsolete with the growing trends in technology and communication?

Since the dawn of industrialization, there have been numerous revolutions in robotics technology that has freed up labors for the blue collar workers. From the view of human progress, this is the step in the right direction. However, as more and more people are losing jobs to robots, how will this affect the legal world?

Advancements in technology allows for information to be stored and retrieved in an easily accessible and systematized way. If artificial intelligence can be designed to extract evidence useful for litigations, to collect details for contracts, and trigger red flags whenever companies are committing fraud or other illegal activities, would this eliminate the number of lawyers needed in the world?

Automatization of Legal Work

Automatization is an ongoing development that allows for time efficiency and saving significant amounts of money. From a client’s point of view, if utilizing an online database, or “e-lawyer” to get accurate results, fast.

The early beginnings of technology designed to make a lawyer’s life easier started with chatbots. Technology from Ross and Lex Machina provide a chat lot system that makes setting up consultations simple for clients to do.

Another rising robot is called DoNotPay which was developed by Joshua Browder. This is a free parking ticket fighting chatbot that asks you a series of questions about your case. Questions like, “Were you illegally parked because of a medical emergency?” or “Were road signs clearly marked?”

At the end of the chat, the bot prepares a letter that can be used to fight parking tickets. So far, this system has been used to help hundreds of thousands of people to win parking ticket violations in Seattle, New York, and London.

What Areas of Law Could Be Most Affected

Technology is advancing at an extremely rapid pace. Each and every year a new highly developed superphone is being shoved into our pockets. If automatizing the lawyer process is the next step into the future, there may be some areas of law that will be impacted more than others.

The areas of law that once required many forms, contacts, and documents to be made may soon become obsolete. Things like business documents, contested filings, and estate planning documents, while performed by non-lawyers, are a part of the collective income of a law firm.

Currently, there are companies racing to innovate this area of law by creating efficient online services that can provide these documents in a single click.

Take for example LawGeex. They have developed an AI system that allows for the automation and approval of contracts. There focus is to eliminate paper work altogether.

Once, lawyers were required for their legal knowledge and careful selection of law like words. Now, AI machinery will be able to analyze text to review and understand the legal document.

What Are the Possibilities  of Robolawyers?

These chatbots could be the beginning of a complete legal revolution. There could be dramatic changes to the way bankruptcy, divorce disputes, and deportation can be dealt with. Instead of using a lawyer to dispute the finer points of law, AI systems can be developed to analyze every possible situation and find the exceptions, loopholes and historical cases needed to win a case.

Essentially, an AI will have access to a whole database of legal language and the history of legal cases to make decisions. From this perspective, the argument of human error leading to mistakes in law can certainly be avoided.

Here’s a couple more examples of law being replaced with technological solutions.

Judicata which is developing a database that was just mentioned above. While it may not be a go to tool for people experiencing a legal issue, it’s an AI program that provides lawyers with a chance to extract the information they need to build a case or contract.

Another AI based law solution comes from FairDoc. FairDoc focused on creating a virtualized legal team allowing for intake of clients to be made online and even tracking your client activity. It’s another cost effective solution to reduce the amount of work that is typically demanded by lawyers.

How Can You Fight The Rise of Robots?

There’s no avoiding the rapid growth that technology has in the world. As the old saying goes, if you can’t beat ‘em, join ‘em.

In this case, the some of the roboticized approaches to law may work in your favor. Since you are a lawyer with the knowledge and experience in the field, many of the time saving services that are reducing the amount of paperwork can still be performed through you.

When it comes to sensitive issues and human beings, going to see a lawyer will almost always be the preferred approach to dealing with a machine.

However, to assure yourself a job in the future to come, here’s a few things to consider:

  1. Approach new technology cautiously. Technology is often being tested and does come with some setbacks. While AI lawyers may seem like a smart solution, a single hack could leak a lot of sensitive information.
  2. Question what may be “replacing” you. Be skeptical. Not all technology may be the best for you, your law firm, or your clients.
  3. Accept changes. You can stick to traditional law practice, and perhaps you’ll be just fine, however finding a few new pieces of software that makes your law practice easier and more efficient may be in your best interest.
  4. Preserve your practice. Let’s face it, some parts of technology can be good, but outsourcing significant parts of your business with 3rd parties can become a liability. Your clients trust you. Therefore you have to make decisions as to whether the products and “robots” used in your practice can be trusted for the long term.

Conclusion

Likely there won’t be a terminator situation rising anytime soon for lawyers, however being up-to-date will help you stay ahead. One of the best things to is to embrace the coming changes but doing so with a hint of skepticism. To really succeed, bringing your law practice online may be the cutting edge you need to stay alive. Imagine having your own blog, you could be the leader in the transition from human based lawyers to AI law machines.

Lessons In Marketing For Solo And Small Firm Attorneys From A Solo Attorney

Hi, I’m Katie.  I’m an employment attorney.  I like what I do, and I’m good at it.  Oh, you want to hire me?  Great!

If only it was that easy.  I’ve been a solo attorney for a little more than a year and a half.  I’ve learned so much about attorney marketing, especially marketing online.  I know I’ve probably only scratched the surface of everything that I should know, but I’ve made huge strides.  I get calls from other attorneys telling me how much they like my blog.  Clients find me online.  Am I always on the first page of for the search terms I want?  No.  But I’m getting there.

I was lucky that I have a husband who understands all this stuff, but I still had to learn a lot of it myself, and I had to make a ton of mistakes along the way.  If you’re reading this, you might be where I was when I first started.  Let me help you by sharing a few of the lessons I’ve learned.

  • It’s hard and it takes a lot of time.  Sorry.  I know you were looking for lessons that are going to make your life easier, but let’s start with the principle that’s going to carry you through all of your marketing endeavors.  No one teaches you how to do this in law school.  If you started your career at a firm, the firm paid someone else how to do this.  So now not only are you starting a completely new business and lifestyle, but you have to learn another skill.  But that’s okay, because you can do it and there are ways to make it easier, but let’s just all accept that as lawyers, marketing is a skill that does not come easily to most of us.
  • Take time to figure out who you need to reach.  When I first started out on my own, I felt like I needed to get in front of anyone and everyone.  What if I missed out on an opportunity?  I need blogs that reach every audience.  I want to send my email updates out to everyone and their brother (and somehow find a way to be interesting to everyone on that list).  Then I realized that I only have so many hours in the day, and that I need to be efficient, effective, and focused.  Who are your best referral sources?  For me, it’s HR professionals and other attorneys who don’t do employment law, so my marketing efforts need to be specific to those groups.
  • Figure out the best way to reach them.  The people you want to reach may not always keep you top of mind, but your online presence can help with that.  I try to write blog posts and email newsletters that attract HR professionals (day-to-day information that helps them do their job) and other attorneys (legal changes/important cases).  I also only send my email newsletters to people who have expressed interest.  And it works.  I’ve actually gotten emails back from readers thanking me for putting the email together.  How often do you get a mass email and decide that want to thank the author?
  • Find the right tools to help you.  Everytime I write a blog post (shameless plug – it is so easy to do this through AmazeLaw), I make sure to put it out on social media.  I use Hootsuite and autoschedule.  I don’t have to think about the best times to post, and I only have to post once for it to go to Twitter, LinkedIn, Google+, and Facebook.  I also use Mailchimp to manage my email lists (more shameless plugging – AmazeLaw integrates with Mailchimp).  Yes, it took a little for me to learn how to use these early on, but now I cannot imagine marketing without them.

I know that I’m not an expert on marketing, but I’m learning and finding a way to make it work for me.  As a solo attorney, I can’t justify spending money on marketing consultants when I know I’m smart enough to figure it out for myself.  I became a solo attorney in part for the flexibility, and I’ve built my firm so that I can make time for marketing because it’s worth the effort.

If you’re looking for more information on marketing, AmazeLaw has a great email marketing bootcamp that you can sign up for at  amazelaw.wpengine.com/#newsletter.  And if you have any questions about your firm’s marketing efforts, you are always free to email me with questions at info@amazelaw.com.  Good luck!

PPC For Lawyers May Have Just Gotten A Whole Lot Tougher

The focus of a website is to receive the most clicks that provide a steady stream of traffic and leads to an increase in business and clients. The means that every business (and law firm) is fighting for the front page of Google.

Visitors arrive to your website in a variety of way. One way to receive free, organic traffic is by ranking high on search engines via keywords. The content you provide and the keywords included on your pages will be selected by search engines that best match the query.

An alternative to free, organic traffic is PPC (Pay Per Click).

PPC is a highly competitive advertising strategy that can place your website and business pages on the front of Google and other search engines. Due to the changing nature of the online world, PPC for lawyers is going to be much more difficult to come out on top.

What Is PPC?

Pay per click advertising is a method of attracting new clients to your law firm using specific and targeted keywords used by those seeking a lawyer.

Successful campaigns use a landing page that has a distinct message and a clear call-to-action. This means that whenever you advertisement is clicked, that person will be landing on a webpage describing a solution to their problem (i.e. call 123-456-7890 for a FREE CONSULTATION).

PPC campaigns can be set up in a variety of ways with specific ad groups targeting the following:

  • Bankruptcy Lawyer
  • Business Lawyer
  • Divorce Lawyer
  • Family Lawyer
  • Medical Malpractice Lawyer
  • Personal Injury Lawyer

Search engines like Google, Yahoo, Yandex, and Bing allow you to design text based ads that will appear when those keywords are entered into the search bar. The concept behind PPC is that you will only pay whenever someone clicks on your ad leading to your website or landing page.

There is potential to create some successful advertisements that allow you to discover new clients, however many of these keywords above are highly sought after by other law firms. In addition, the nature of PPC and how advertising is permitted on these search engines are constantly changing.

The Changing Nature Of PPC

Back in February 2016, Google rolled out a few changes to their some changes to the way they show ads in the search queries. They removed the longer text ads that showed in the right sidebar. This is a complete overview of the changes Google made:

  • No more text ads in the right sidebar of search results on desktop
  • Up to 4 text ads will be shown above the organic listings for “highly commercial queries” (before, up to 3 were displayed)
  • Up to 3 text ads will show at the bottom of the search results.
  • The maximum number of ads to be displayed will be 7 (before, there were up to 11)

Google defines “highly commercial queries” as the keywords that are in high demand in certain industries.

What Does  This Mean for Lawyer’s PPC?

 When you are choosing the right keywords  to setup a PPC campaign, there may be a highly sought after keyword that drives up the prices. Let’s saw for example, “New York Lawyers” is a highly searched keyword. Due to popular demand, you can see yourself paying tens to hundreds of dollars per click.


Consider this. “Lawyer” and “Attorney” are the most expensive keywords used on Bing. They cost over $100 per click when used with search queries like these: “personal injury lawyer” or “accident attorney colorado.” Your monthly PPC campaigns could cost in the thousands with a return of investment being entirely uncertain. Bing is known to be the cheaper advertising platform and Google is likely to be much higher.


With the changes made by Google, this puts increasing competition on keywords but also to a top ranking position in the search queries. Where before prices may have varied from a dollar up, the supply and demand can push your PPC campaign budget beyond its limits.

The Downside Of PPC Campaigns For Lawyers

 PPC offers a paid alternative to getting your website noticed by potential clients. However, these campaigns are based entirely on bids and competition for keywords. If there are a lot of advertisers bidding on the same keyword, the price goes up.

Unfortunately, PPC advertising does not guarantee that every click will lead to your next client. In fact, you could be losing a significant amount of money at each click when no one is contacting you for your legal services.

This document from Google detailing factors that influence your PPC viewability, claims that 56.1% impressions are not actually seen. This implies a considerable amount of loss and uncertainty when relying on PPC to find new clients and grow your firm.

Now, here’s something that you have to be aware of. Since you are not the only one competing for “high commercial queries” there are occasions of click fraud.

Click fraud is an extremely shameful marketing practice where one of your competitors will continually click on your ads until your budget is depleted. While Google does provide protection from fruad, there are still ways to get around this.

What Can Lawyers Do?

Paying $100 per click may not be a viable solution for small law firms.

As an alternative to pay per click advertising, lawyers can start their own blog and generate organic traffic to their websites. Although this too requires a significant amount of keyword research, time writing articles, and consistency with posting, the investment are for those seeking long term returns.

Having a blog can bring a flow to steady clients without having to spend thousands on advertising. By utilizing your knowledge and expertise in your field, you can provide solutions clients are searching for and direct them to a direct method of getting in contact with your legal services.

When combined with social media and other marketing strategies, blogging can be a relief to highly competitive and sometimes fraudulent ways of PPC campaigns.

5 Costly Attorney Website Mistakes

I recently had the opportunity to talk with Chris Small of The Art of Lawyering Podcast about legal websites, and thought I’d share a few points from the podcast.  If you’d like to check out the podcast (and the deal we’re offering its listeners), you can find it at theartoflawyering.com/021.

Let me start with a few words about why I started AmazeLaw, and why I understand what lawyers are dealing with when it comes to online marketing.  When my wife left her big law job to start her own practice, we were bombarded by all sorts of scummy sales-guys cold-calling her about all of these digital marketing solutions that were overpriced at best and downright harmful at worst.  She doesn’t have a marketing background, so everything was so new and foreign to her, and I know she found the whole learning process very stressful.  Luckily, I have a background in building marketing tools from my time building the Content Management System for Hubspot.  I knew I could help her.  Then I realized that I could help a lot of people who were just like her.

So I set out to build AmazeLaw to offer a do-it-yourself marketing solution for attorneys that focused on simple, sustainable marketing tactics that busy solos can manage themselves.

While doing research for the business and in helping our clients build or re-build their sites, I’ve come across a lot of common errors that solos make in their digital marketing, so I thought it would be fun to share some of those mistakes and how to fix them.  So I present…

The 5 Most Common Attorney Website Mistakes…and How to Fix Them

Not updating frequently enough.

If you haven’t made added/updated content on your site in the last month at an absolute minimum, your site will get stale.  Your audience will not understand how busy you are.  They will think you don’t care.  So how do you keep a blog updated?  First, your blog should be on your website.  Don’t buy into the malarkey that it should be separate.  Second, here are few easy ways to come up with content for your blog.  Write down the ten questions you get most often.  Write down 10 common assumptions your clients have that are wrong.  Now, write one or two posts per week explaining those in their language.

Writing for attorneys, not people.  

I think I can say this, because my wife has admitted it to me.  Solos often have this insecurity about competing with the big guys, a subconscious need to show the big law attorneys that they’re serious attorneys.  Resist that urge. You’re not writing for lawyers, you’re writing for clients.

Clients are PEOPLE. They want to work with REAL PEOPLE not stodgy old-school law firms (and the ones that really do, you shouldn’t care about because you’re fighting an uphill battle trying to compete with firms that have many more resources than you do).

Repeat after me.  Clients don’t care about case law.  Clients don’t care about case law. Clients don’t care about case law.  Don’t write about case law.

Sure it’s the stuff you can geek out on, but clients care about a solution to their problem.  They don’t care about the particulars. They pay you to know the case law and to recommend a solution in the context of their business or their situation, not in the context of a courtroom argument.

One key exception: a new case or new legislation somehow changes or contradicts a common assumption your clients have that impacts their day-to-day decisions.  You can mention it, but when editing, err on the side of “they don’t care, just tell me what I need to do differently with this new information.”

Not having a clear “next-step.”

Once you’ve explained something in their language, how do you get them to take action?  Each piece of content should end with a call to action. It doesn’t have to be fancy, just a simple request written in italics at the end of your post is just fine.  As long as it’s clear what the next step is.

After all, they’re interested enough to read your entire post. They’re feel ingratiated because you gave away your expertise. Capitalize on that using reciprocity as a motivation to (1) ask for a consult request; (2) ask them to join an email list; or (3) ask them to comment.

Finally, your homepage needs an email address and a phone number.  Place it in the footer for sure, but consider placing it in prominent places in your copy.  Finally, make sure to hyperlink your phone number for mobile devices and never embed your contact information in an image (because Google will never find it).

Speaking of mobile…

Not having a responsive website, or not having a mobile site configured properly.

This is 2015, you need to have a website that not only “works” on a mobile device, but is optimized for it.  Why? Anywhere from 40%-55% of search traffic is on a mobile device.  Google started cracking down on April 21st, meaning that if your site isn’t mobile optimized, it will be virtually impossible to find it from a mobile device.  If you want to see if your site is mobile-friendly, you can check out at https://amazelaw.wpengine.com/googletest.  If you find out that your website isn’t mobile friendly, it’s time to upgrade to a mobile responsive site.  For more information about Google’s changes, why they’re happening and what you can do, check out our Mobilegeddon overview for attorneys.

Not having up-to-date and consistent local search listings.

Your #1 priority should be getting a google local listing set up and correct for your site.  This will make sure your business shows up with a map and details when they search for your firm directly, which in turn makes your firm eligible to show up in the local listings that appear on the first page of google just below #1 search position.  Go to the AmazeLaw Google Guide for step-by-step instructions for making sure you’re taking advantage of all of Google’s tools.

Your #2 priority is making sure you have a consistent web listing (with no duplicates) for your firm across the various local search aggregators.  Rather than managing this yourself each time something changes in your business, use Moz Local.  You enter your information once and they publish it and sync it across all of the major local search aggregators. A steal at $84/yr.

Are you making any of these mistakes?

You’re not alone. These are super common and we can help you avoid each and every one. Want to see how we can take your website from blah to blazing?

Schedule a Demo Today

Picking The Best Domain Name For Your Law Practice

In order to run a successful law practice, you’re going to need a website. Your website is the place for potential clients to discover your legal services, get to know you, and  schedule a consultation.

However, before you or hired help creates your website, you’ll want to pick the best domain name for your law firm.

A website and a domain name are not the same, although they are closely connected. The website contains all your content, information, and images. Whereas the domain name is the address that people type in their browsers that bring them to your website.

There are many types of domain names available and there’s a few important guidelines to follow when choosing the best one for your law firm:

Top Level Domain for Lawyers

 Top Level Domains (TLDs) are the little part of the domain name found after the DOT. These include, .COM, .ORG, .NET, and .GOV. There is even a specially created TLD for lawyers called .LAW.

The kind of TLD you decide will play a role in your ability to being found online. The universal TLDs are those listed above. There are also country specific TLDs such as .CA (Canada), .CN (China), .EU (European Union). Using these domains are restricted to those residing in that country and may not have as large a global reach as a .COM.

Most domains can be registered by anyone, however, the .LAW specific TLD requires proof of license before it can be issued.

Is a .LAW the best domain for you?

What Are Lawyer Keywords?

 Consider your domain name as a very important keyword that aides in your website getting found. People looking for a lawyer may search the following in Google: Florida Divorce Lawyers.

 Those words, are considered keywords and they play an important part in how your website is found online.

One thing to keep in mind is that keyword stuffing your domain name could lead to penalties by search engines and prevent your site from ever being noticed.

For example,

“childcustodydivorcelawyers.com”

While a name like this appears to be congruent with your services, there are a variety of reasons to not use this kind of name.

Best Domain Names For Lawyers

 Creating a domain name that is memorable and brandable is the best approach to take. This is important. Your domain name will serve as a banner that not only catches people’s attention but prepares people for what they’ll find on your website.

So, consider the following: what is the overall message you’re trying to say? Can people remember it easily? Can they type it into their browser without difficulty? Are there other websites with domain names similar to yours?

In addition, here are a few points to help you pick the best domain:

  1. Keep it short and simple (KISS). Shorter names are easier to remember and simpler to type into the browser. Just imagine, if your name was Bernie, you could have this: bernietheattorney.com!
  2. Be consistent. Your domain name should be a reflection of the services being offered and/or the location you provide them. Having a name like nyccourtconsultations.com (implying that you offer court consultations in NYC) would be more powerful than worldoflaw.com (potentially implying this site is about a world of flaws?).
  3. Don’t use unpopular TLDs. There are many different domain names available that may seem ideal for branding purposes but have less effect as a common TLD like .COM. Many people are familiar with .COM as a domain name.
  4. Avoid using hyphens. Search engines sometimes consider websites using hyphens as spammy and trying to stuff too many keywords. For example, best-lawyers-in-san-francisco.com may signal to search engines that this website is spam. While hyphens can be used without receiving penalties.

Lawyers Starting A Blog

 Having a website allows your to showcase your practice, services, past clients, and contact information to the entire world. As well, another useful thing to do on your website is starting a blog.

As mentioned before, keywords play an important part in getting your site noticed online. While the domain name plays a significant roles in directing people to the website, the content is the most valuable.

The best way to make your website stand out online is by providing expert advice and quality content. Blogs allow you to build your reputation online as well as discover new, potential clients.

Domain Name Overview:

Do Don’t
 

●        Do use your personal or business name(s). Remember to keep it short and simple. Use a domain name like, smithlawassociates.com, instead of smithandtullylawassociates.com
●        Do use your area of practice. If you’re a divorce lawyer, legal advisor, or criminal lawyer, feature that (i.e. smithdivorcelawyers.com)
●        Do use something memorable. Especially for blogs, having a domain like, fortheloveoflaw.com or leagueoflawyers.com could serve as a great platform to express your legal work as well as for branding purposes.
●        Do use a common TLD (such as .COM or even .LAW).
●        Do consider the ethical code. Making claims that cannot be proven, or misleading (i.e. always-win-lawyers.com) may be a violation of your local jurisdiction’s ethical rules.

 

●        Don’t use names that may change in the future (i.e. if an associate leaves your law firm)
●        Don’t use abbreviations of your legal service that could create a negative reputation (i.e. Austin, Stevens, and Smith Lawyers Group: asslawyers.com)
●        Don’t use spammy words like, best, top, greatest, etc. While you may feel that your law firm is #1 in your area, the search engines may flag your site as spam.
●        Don’t make it too personal. Whatever you are interested in and passionate about should not be used for your domain name, unless, it is relevant to your area of law.
●        Don’t use hard to remember or difficult to spell words.
●        Don’t copy another domain name. If serveandprotect.com is taken, avoid taking serveandprotect.net (or any other TLD). This can confuse your potential clients.

Choosing the best domain name for your law practice is not going to be easy. Remember that search engines like Google do provide benefits when a keyword is matched in your domain name. However, try to avoid coming off as spammy and use a name that is broad but to the point. For branding purposes, short and catchy would be the better approach.

20 Minute Marketing Plan For The Busy Attorney

We get it. You’re busy! On the long long list of things you have to do in a day, marketing is probably one of your least favorite and often gets lobbed to the end of the todo list.

But successful marketing depends on consistency, and we all know what happens to the tasks at the back of the to-do list.  So let’s set up a plan that will allow you to be consistent without causing the dread of staring at a blank screen wondering what to do.

We’ll start today with social media.  Yes. The amorphous, ubiquitous, and perpetually misunderstood side of marketing.

It can be a pain to sit down and come up with a single Facebook post let alone creating an entire social media strategy.

Well, what if it only took 20 minutes while you were sipping your morning coffee? Well that’s more manageable right? Today we’re going to outline a process and tools that will help you to do just that.

We’ll cover three components of a social media strategy that will allow you to create a bustling social presence without needing to spend all of your time dinking around in the productivity sucking waste-pool that is Facebook.

Without further ado, our first focal point – curation.

ABC – A – Always, B – Be, C – Curating. Always be curating!

What is curating you ask? Curating is collecting and filtering content from across the web that will interest your ideal clients and allow those ideal clients to interact and share with you, and more importantly, their peers, that are also ideal clients.

Everyone is drinking from a firehose these days, and with so much awful content being spewed into the ether by “marketers” it’s harder than ever to filter out the good stuff.  Your goal in this exercise is to be that filter for your ideal clients.

This does two things.  First, it distinguishes you as a thought-leader in your space, and second, it makes you the source for all things true and helpful.

Another way to think of your role in all of this is as a magic flower. No, I’m not on some other magical substance writing that. Your goal is to be like the magic flower in Super Mario Brothers.

For the uninitiated (read: those over 40 or under 25), the magic flower turns regular old Italian plumber Mario into Super Mario. Super Mario is bigger, faster, and stronger than his wrench-wielding alter-ego, and he’s also invincible.

Through your carefully curated information, you can make your ideal clients into super heroes.  They’ll be more on point with what’s going on in their industry. Able to impress their bosses, their clients, and maybe even their spouses with how in tune they are with the world of [insert ideal client’s industry here]. They might get promoted. They might close that deal. They might get their spouse to stop rolling their eyes (unlikely).

But you see where we’re going with this. By giving your ideal clients those super powers, who do you think they’re going to turn to when they have a problem even their super powers can’t handle?  That’s right.  You.

So how do we do this?

First we need a way to keep track of the content we find worthy of sharing. The goal is to find something that you have available at any time, because you never know when you’ll come across something you want to share.  The best tool is the one you have with you.

For capturing content as it flies past you, we recommend an app called Pocket.  Pocket allows you to instantly save the contents of a website while you’re looking at it.  They have a great mobile app so you can just quickly “share to Pocket” and the article gets saved for later review. They even have a browser plugin so when you’re come across a good article at your desk or on your laptop, you can quickly save them there.  You can find Pocket at http://getpocket.com.

But if Pocket isn’t your thing, Evernote’s web clipper can do a great job as well (though if you use Evernote for other aspects of life/business, it’s a little hard to control the clutter of constantly saving articles). And if you don’t want to learn a new tool, a simple note taking app on your phone or (gasp!) an actual notebook, work just as well.  Point being, find a tool that works for you.

So, when you are listening to the news in the morning, scrolling through Facebook or Twitter on your lunch break, etc. always be on the lookout for those magic flower articles.

What do you do once you find one? If you’re using pocket, just save it to Pocket. If not, take down the URL of the story, and then write down the first “take” you had on it. Your thoughts on where it was great or missed the mark slightly, or how it might fit into the bigger picture for your ideal clients.

Then move on, you’re all set.

Now you might be thinking, “Wait, I’m always doing this? I thought you said 20 minutes!” Well, you’re right. You need to be on guard 24/7. But the real benefit is that this takes just a few seconds as you come across great content, and it allows you to do GREAT things in just 20 minutes if you already have a starting point when you sit down each morning.

This next part is where we get into the meat and potatoes. The 20 minute social media habit.

Habits are super powerful when it comes to compounding the returns on your time investment. That’s our goal, to layer up little marketing habits that set you up for that month down the road where you’re suddenly turning away clients because you’re too busy, or thinking about hiring that associate to handle the workload.

So let’s commit to it, right now.  Let’s commit to 5 week days in a row of curating and scheduling social media each morning.  Then we’ll revisit.  Figure out what isn’t working, make tweaks and commit to another five days. Rinse. Repeat.

Here’s the 20 minute morning routine.

First 5 Minutes – (Gasp!) Original Posts

Original posts are always the hardest. But we don’t want to derail the process because we have writer’s block.  Give yourself 5 minutes to come up with an original post or two or three. But stop after 5 minutes, and don’t beat yourself up if you can’t think of anything. That’s why we have that hopper full of curated content, so you don’t always have to be on your A-game.  The juices will start to flow over time, so don’t get hung up here.

Next 10 Minutes – Queue up Curated Content

Next, dig into your treasure trove of curated content, and pick out three or four posts that you can share.  Use a tool like Hootsuite or Buffer to create posts on Twitter or Facebook or LinkedIn. Link to the articles, write in your “take” as the post content, and then get ready to schedule those posts.

Last 5 Minutes – Scheduling for Long Term Success

The powerful part of this plan isn’t necessarily that you’re generating social media posts every day, it’s actually that you’re going to be generating social media posts for weeks or months in the future. To the point that there will be a morning in the future where you’ll sit down and realize you already have two or three posts ready to go for the day.

So here’s how we schedule them.

First, you need to decide how “evergreen” the content is.  Once you figure out which bucket this falls into, follow the scheduling guidelines below.

Breaking News

This content is usually only good for one, maybe two days. Think – a comment on a big supreme court ruling, an announcement of a new staff member, or a comment about a the latest corporation to screw up, etc.  For these posts, we suggest scheduling the post to go out on each of your various channels today. Post once on Facebook and LinkedIn, and consider posting two or three times on Twitter.

Timely

This content is something that is useful now, and likely for the next few weeks or months.  For example, an article about this year’s trends in industry X, how a certain technology is affecting Y, etc.  For these posts, I’d schedule one post for today on each of your channels, then create posts for each channel that are 4, 14, 30, and 60 days out. Note, those numbers aren’t set in stone, but rather ball park values. The idea being to keep the posting going but at larger and larger intervals until you think the article won’t be relevant any more.

Evergreen

These are the holy grail.  They’re the articles that keep on giving, and they’re rarer than one might think. These articles are the ones that will be as useful today as they will be in five years.  For example, with attorneys, these might be articles that relate to handling common situations that ideal clients might not know about. They might be articles about how to think about a particular issue.  And sometimes they come in the form of an article so good that you couldn’t imagine someone covering the topic more completely (like, for example, a 1500 word lesson on how to do your social media in just 20 minutes 🙂

For these posts, schedule out as many as you can forever. For example, post one today, and then repeat monthly or bi monthly for the next year. Basically, for as long as you can go before your 20 minutes runs out.

Conclusion

And that’s it.  If you follow this plan for even a month, you’ll find that your social media hopper is filled out for weeks and months into the future. Your facebook page will no longer be a dormant ghost-town where we promoted that one blog post we wrote 2 years ago. Your twitter account will start to accumulate followers. You’ll start to hear the phrase “oh I saw you posted about that a few weeks ago” at random networking events from people you’ve never met before. You’ll get a referral and when you ask who it’s from, it’ll be from a person you’ve never met, and when you Google them, you’ll see that they’ve been following you for a few months on Twitter.

In short, you’ll start to see why social media can be a real benefit to your firm, and you’ll laugh at the big firms that don’t get why.
Finally, reach out to use here at AmazeLaw. Tell us how this is working for you.  Suggest tweaks. Let us know when you get that superfan client that you realize has been stalking you just a little too creepily on Facebook.

Facebook Ads For Lawyers

Facebook has considerable potential for marketing and finding client referrals. With Facebook, you can build strong relationships between users and your legal services.

For your law firm, Facebook Ads allows you to put your law firm in front of people who may be in need of legal aid.

This article will take you through the steps of starting your first Facebook Ad campaign as well as a few strategies you can try.

Facebook Pages for Lawyers

If you haven’t done so already, you may want to consider creating a Facebook page for your law firm.

This is not a requirement to use Facebook Ads, however your Facebook Page can be used strategically to market your law firm.

Facebook pages allow you to create a community surrounding your legal services. Here you can showcase your latest law related blog posts and other promotional information to everyone who likes your page.

As well, you can use Facebook Ads to drive traffic and engagement to your page to boost your online presence and, reputation.

When you’re just getting started with Facebook pages, the best thing to do is grow your page organically to increase credibility and engagement before using Facebook Ads to achieve your goals.

For the remainder of this article, let’s focus on creating a Facebook Ad and how you can use it effectively for your law firm.

What Can Lawyers Do With Facebook Ads?

 Facebook Ads is divided into 3 objectives:

  1. Awareness. Use this objective to create interest in your law firm (i.e. online branding).
  2. Consideration. Use this objective to get people thinking about your law firm and gain access to more information (i.e. articles, contact info, etc.).
  3. Conversion. Use this objective to encourage people to contact your law firm to arrange a consultation or use your legal services.

The goal of your advertising campaign will be different depending on what you are trying to achieve.

If you’re looking to grow your online presence, creating awareness and consideration ads will be your best choices.

If you’re looking to get people to call your office and set up a consultation, creating conversion ads will help you achieve that.

Once you have determined the goal of your advertisement, it’s time to create your first Facebook ad. 

Setting Up A  Facebook Ad

To use Facebook Ads, you’ll need a Facebook Business Account.

Once you have set up your account, you’ll have access to the Ads Manager Dashboard. Here you can use Facebook’s Guided Creation to create your ad.

In this example, let’s look at how to set up a Facebook Ad to drive more traffic to your law firm’s website.

After selecting Traffic under the CONVERSION objective, scroll down to continue. You’ll notice an option to create a Split Test.

If you’re unfamiliar, a split test allows you to create two ads and test them to see which ad performs better.

With Split Testing, you can create different ads that target the same people, use the same ad to target different people, or experiment with different ad delivery methods.

Facebook provides all the analytic tools to measure the results. Depending on how you setup your budget, you can choose to split your budget to run both ads equally or let Facebook decide which is the better ad and use more of your budget.

WHERE TO SEND TRAFFIC

You’re in complete control of your Facebook Ads. When you’re setting up your ad, you can choose to send people who click on your ad to your website, a Facebook Page, or even Facebook Messenger to start a conversation right away.

Not sure where to send people who click on your Facebook Ad?

Try a landing page. Landing pages are single pages online that can be designed like your Facebook Ad with more details about your law firm, how to get in touch, or other information you want to provide.

DO YOU HAVE AN OFFER?

Sometimes, it can be an effective strategy to provide an special offer in your Facebook Ads.

This can be a free 30 minute consultation, reduced rates for a specific legal service, or something else related to your law firm.

Offers can be limited in time (i.e. offer ends November 15th) or amount (i.e. available only to the first 15 people).

The benefit of setting up a Facebook Ad with an offer is that people who see this ad can save it and receive notifications about it.

VARIABLES FOR YOUR FACEBOOK AD SPLIT TESTING

As mentioned before, split testing lets you control different variables relating to how your Facebook Ads will be viewed online.

There are 4 options:

  1. Creative. Allows you to use all variables, 2 to 4.
  2. Delivery Optimization. Allows you to choose how your ads are delivered. You can focus on getting Link Clicks, Landing Page Views, Impressions, or Daily Unique Reach.
  3. Audience. Allows you to define two set of audiences to serve your ads to. You can choose Location, Age, Gender, Languages. As well, you can select some detailed targeting depending on people’s demographics, interests, or behaviors. As an example, divorce lawyers may want to target people between 25 to 35 as this is a common age when couples experience divorce.
  4. Placement. Allows you to choose where your Facebook ads will be placed. Facebook has a range of advertising access. You can feature your ads on Facebook, Instagram, and their partner network. As well, you can choose to have your ads featured in people’s newsfeeds, side column and more.

Consider placing an eye catching ad in a new feed to drive traffic to your legal services.

 Notice: Most Facebook Ads are charged based on Impression. This means, each time Facebook serves your ad, you’ll be charged. If you’re looking for a different advertising method, try Google Adwords for Lawyers. With Google, you can set up a pay-per-click ad campaign.

BUDGET & SCHEDULE

Once you have determined how your ads will be delivered, who your target audience will be, and where your ads will show up, you can set your budget.

With split testing, you can start with an even split then select to end the test early if one of your ads performs better than the other. This way, you can gain the most results from your Facebook Ad.

DESIGNING YOUR LAWYER AD

It’s time to design the ad for your legal services.

Start by naming your ad. Then, decide whether you will be connecting your Facebook Page to the ad or not. If you don’t have a Facebook page, be sure to click “Don’t Connect a Facebook Page.”

Next, choose the ad format you want to use.

The next step allows you to add photos to your ad. Facebook offers some Free Stock Images or you can upload your own.

Design Smart Lawyer Ads

Figuring out Facebook Ads can itself be difficult. However, creating an effective ad can be equally challenging.

There is no one design that will send people to their phones and to contact your law firm. This is where Facebook’s split testing allows you to create variations in your ad designs to see what works, and what doesn’t.

Here’s some sample ads to give you ideas for creating your own Facebook Ads:

See more Lawyer Ads on Adspresso

When you’re satisfied with your ad design and have set up a billing account, you can create your ad and test the results.

Should You Use Facebook Ads?

Marketing your law firm using Facebook Ads provides you an opportunity to find client referrals and expand your legal services.

Although Facebook is used predominantly for entertainment and staying connected with friends and family, it can be used to reach new people, build your online presence, and give access to legal services.

Facebook ads are just one way of marketing your law firm. You may also want to give Google Adwords a try.

Slow Drip Is Better Than A Big Splash: Consistency Is King

Lately we have received several questions revolving around the difficulty of maintaining a consistent marketing presence without having to spend all day doing marketing instead of client work.

Most attorneys have heard the advice that they need a consistently updated marketing presence, but you’re already busy with your client cases and maintaining the business. Taking time away from the work that pays the bills to “work on marketing” is a tough ask without even considering that most of the time, it’s not always clear what needs to be updated or how often.

Here at AmazeLaw, we’re trying to take the generic guru-ish marketing advice that experts spout like gospel, and deconstruct it to teach attorneys what it really means and how they can use that advice to grow their firm.

The point of this post is to show you what consistency really means and how mastering it can benefit your business. Not only will we tell you what consistency online can do for you but we will also help you to keep up online while you keep up with your busy schedule.

What does it mean to be consistent?

What it means to be consistent varies depending on the activity, but the general goal, is that any time a prospective client stumbles upon your firm, either through your website, a facebook page, a tweet, etc, it needs to look like you’re on top of your marketing.

There are some technical reasons why this is beneficial, but let’s focus on the feels.

As a prospective client of your firm, I want to know that I’m going to be working with someone that I can relate to. Someone that’s on top of the latest trends in the area of my problem. And having marketing that’s up to date checks both of those boxes for me. And as a tip, another signal it sends, is that you’re not an overwhelmed solo. It shows a position of friendly strength. That you can afford to spend time teaching people about your craft because you’re good at what you do and you’re confident in it.

Consistency online helps to build professionalism, clarity, and trust from your viewers while also boosting your google standings. When your viewers are on your pages and you have only updated some of the content or haven’t updated in a really long time it looks as if you don’t care about the details.  As a solo the details can make or break a referral so keeping up online sends a message to your current and potential clients.  Your viewers will respond well to your commitment to be consistent online and take it as a sign that you are willing to commit to their issues and build a bond of trust.

So now you know you have to be consistent but you need to know how consistent do you need to be with each avenue that you have online. Does that mean every day? Every week? Every month? Well, it depends on the activity, so let’s break it down.

Social Media

Putting content on your social media posts can be simple and easy. An original thought everyday. Do you have more than one? Post it! Do you want to promote something more than once? Schedule it! Social media is a way to draw the attention of everyday viewers into things that you are mutually interested in. The idea behind social media is to constantly be grabbing the attention of  people online. Social should be part of your everyday morning routine. Get up, stop at Dunkin Donuts, get to the office, POST.

But it’s easy to say “Do social media every day!” That’s where most gurus stop. We put together a detailed 20-minute daily marketing plan, so check it out and commit to it for just one week.  

Blogging

Ah blogging, ranking second just behind social media for the buzzwordiest marketing advice that never gets into the details.

We’ll cover a simple plan to get you started in a few seconds, but let’s talk about what consistency means when it comes to blogging.

First off, the idea isn’t necessarily to drive a ton of traffic to your site today (though it’s possible and can be a nice side benefit), the idea is to build up your blog like a long-term savings account. And the easiest way to do that, is to make small weekly deposits. Over time your bank account (your website) will grow enough to the point that it has a large number of pages. And just like compounding interest, as a site grows and ages, it’s ability to attract more traffic increases as well.

We recommend weekly blog posts, mostly because it makes it easier to keep up with. Two weeks in between posts and you’ll get out of the groove, and blogging will remain that “activity I’ll get to later when I have lots of free time.” Twice a week can work even better, but we’re also trying to be realistic. It’s hard to set aside that much time every week.

Pick your slow day of the week if you have one. Friday is my favorite. Make a recurring weekly appointment on Friday morning (avoid the afternoon because we all know what happens to tasks relegated for Friday afternoon) to draft a blog post.

I would allocate an hour.  And all you do is spend one hour answering one common question you get from clients in the simplest terms possible. It might feel like you’re giving away your secret sauce. You’re not. The clients that take your info and try to run with it on their own, were never going to be clients anyways. The clients that look at it and say, “Whoah, she knows what she’s talking about and I really don’t have the time or the expertise to handle this on my own” are the clients you’ll love.

Alright, back to it, spend one hour answering one of your common client questions. The headline can be verbatim what clients usually ask, i.e. “How often should I update my will and what should I be looking out for?”

If you’re happy with the post after that hour, go ahead and post it you’re done. If you think it’s a bit rough, put it away and schedule 20 minutes of time on Monday to edit it.  You’ll find that having a weekend for the thoughts to settle in your head can really add to the clarity of your answers.

There’s no rocket science to blogging, and we could go into all sorts of advanced advice, but that plan will make it easy to get started, and could provide you many months of great blog posts.

Email Marketing

There aren’t many firms out there that are using email marketing to their advantage. And in an industry where you’re typically not needed until you’re really really needed, having a medium that puts you in front of prospective clients on an ongoing basis can be key to making sure that you’re top of mind when they do have the need.

We’ll be posting an epic email marketing tutorial soon that will go over all of the how’s and why’s of email marketing, but for the sake of completeness, we recommend that you’re emailing your list anywhere from once to twice a month.  More than that, and it’ll be tough to keep your newsletters stocked with great content, and any less and your list will go stale. Meaning your readers will start ignoring your emails, or perhaps even forget why they’re getting the email in the first place.

Don’t have an email list yet? Don’t worry, we’ll get to that soon. Better yet, sign up for our marketing bootcamp and you’ll get a weekly email that explains the whole process.

Consistency Is The Golden Ticket

It really is. Over time a consistent marketing approach will be out the best marketing campaigns or PPC ads, or TV commercials. So look at your schedule and see where you can add those small marketing nuggets to your daily, weekly, and monthly routine so that you never have to think about what to do next.

And if you need help, sign up for our Marketing Bootcamp,  and we’ll walk you through the basics and turn marketing your firm into a habit.

Google Ads For Lawyers

Google Adwords is an effective way to turn online web browsers into prospective clients for your law firm.

Google’s pay-per-click (PPC) advertising system uses keyword phrases and displays your ads to those searching for your legal services.

Something to keep in mind, it takes time and money to see a measurable ROI with Google Adwords. You’ll see that considerable planning and research is involved.

As an alternative, Google also offers Adwords Express which a simple solution to setting up advertisements without any worries.

With this article, you’ll learn how to get started on Google Adwords and launch your first lawyer PPC campaign. Once you get the hang of it, you can grow your law firm and provide your services precisely to those who need it.

Understanding Google’s Ad Types

Google Adwords has 4 kinds of ads  you can use to attract clients to your law firm. Those are: Display Ads; Video Ads; Search Ads; and, App Ads.

  1. Display Ads. Google has a network of websites where your ad will be featured. These are the banner ads you see at the top and side of websites.
  2. Video Ads. If you’ve made a promotional video for your law firm, you can use video ads which can attract new clients from YouTube.
  3. Search Ads. These are the ads found at the top and bottom of every Google search.
  4. App Ads. You probably won’t use App Ads since they are focused on promoting an App.

Getting Started on Google Adwords 

If you’re completely new to Google Adwords, you can contact one of Google’s support team and they’ll walk you through the set up, free. Or, you can continue reading this article to see a step-by-step tutorial to getting started and running your first PPC campaign.

After clicking START NOW you’ll be taken to a signup page. Enter your email address and lawyer website then click next.

If you don’t have a website for your law firm and want one, go here for more information.

After you have signed in to your new Google Adwords account, you’ll be taken to a dashboard displaying an overview of your account.

To set up your first PPC campaign, click on Campaigns then the “+” or “+ NEW CAMPAIGN.

Once you have selected NEW CAMPAIGN, you will be taken to a page to choose the type of ads you want to display.

You’ll notice an additional ad choice for shipping products, this will be irrelevant to you.

For the sake of this tutorial, display ads will be selected.

There are 3 choices of Display Ads: Sales, Leads, Website Traffic.

Depending on the purpose of your campaign, you may want to choose Sales / Leads and create a goal like “Get Phone Calls.”

After you click CONTINUE, there are 3 steps to complete before your PPC campaign goes live.

SELECT CAMPAIGN SETTINGS

Step 1 takes you through the campaign settings such as Campaign Name, Networks, Locations, Languages, Bidding, Budget, Start and End Dates, and Ad Schedule.

Two important sections are the location and bidding.

Setting the location will determine who narrow or wide you want your ads to reach.

As well, bidding determines how much of your budget will be used toward keywords being searched. More information on bidding is provided later in this article.

Bidding for Lawyers

There are different bidding strategies to consider when it comes to targeting prospective clients using Adwords.

Google provides a comprehensive chart detailing all the different bidding strategies here.

If you’re looking to get the most phone calls to your law firm, choose Maximize Conversions (be sure to set the goal on the previous page to “Get Phone Calls”

You should use the Enhanced CPC if you want Google to automatically increase your bidding when it will improve conversions or decrease your bids if it is less likely to convert.

NOTICE: The search terms Lawyer and Attorney are the most expensive search words for Lawyers. Bids can range up to $100 for a single click.

As you gain more experience with Google Adwords, you can experiment with the different options to see which settings give you the best ROI.

When you are finished selecting your campaign, click SAVE AND CONTINUE.

SET UP AD GROUPS

When you are setting up an Ad Group, focus on one purpose. In this example, we choose NYC Lawyer as the Ad Group with a range or related keywords:

If you put keywords without “ ” (i.e. NYC Lawyer) your ads will be displayed to less specific searches (e.g. Is Bernie Sanders a NYC Lawyer?).

If you put “ “ around a keyword (i.e. “NYC Lawyer”) your ads will be featured to those using that keyword in their search (e.g. Most affordable NYC Lawyer).

If you use [ ] around a keyword (i.e. [Affordable NYC Lawyer]) your ads will be displayed only to those who search the exact same keyword, (i.e. Affordable NYC lawyers).

CREATE ADS

If you’re unsure which keywords to use, try Google’s Keyword Planner.

Once you have chosen all the right keywords related to your law firm or goal, you can start creating ads.

Here you can test a range of different copy. If you clicked the “Enhanced CPC” Google will soon use the ad getting the most clicks and conversions.

When you’re satisfied with your ads, click SAVE & CONTINUE to review everything.

Landing Pages for Your Google Adwords

The “Verification URL” is used to send people who click your ad to a contact page or location on your website with your phone number and any additional contact information.

If you don’t have the ability or budget to change your website to send traffic onto a specific webpage, you don’t have to.

There are landing page softwares provided by companies like LeadsPages and ClickFunnels which allow you to easily design a place for visitors to go after clicking your ads.

Getting started with Google Adwords can be a little overwhelming. If you keep reading, you can learn about Google Adwords Express which makes the setting up advertisements easy and worry free.

Google Adwords Express

Google Adwords Express (AWE) is a simplified version of Google Adwords that automatically manages your online ads. All you have to is set up a campaign and your ads will be featured for a month.

Before you can use, you must first register your law firm on Google My Business Listing (GMB).

With GMB, you can create a free marketable tool for your law firm. Start by submitting your law firm’s location and other business information. Once your account if verified (you’ll receive a verification code in the mail) you can help potential clients find your business and learn more about your services.

Now that you have a GMB listing, you can create a new AWE campaign.

After selecting your GMB listing, there are 3 easy steps to get your ads up and running:

Start by picking a goal.

  1. Do you want prospective customers to call your law firm?
  2. Visit your law firm?
  3. Take a specific action on your website?

After choosing one, you’ll be requested to “Pick Goal”

The next step allows you to choose your location and the range around it to target your ads. If you’re law firm operates in various locations, you can select “In specific cities, states or countries.”

After you have chosen your location and range, you can define your service using keywords prospective clients may be searching for.

Example. Law firm, Defense lawyer; etc.

The next step requires you to write the ad.

Once you have crafted your ad, you’ll have to confirm your phone number:

The last step requires you to determine your budget. You determine your daily budget which will be calculated into a per month maximum.

You will only pay when your ad has been clicked on and when your budget is spent your ads won’t display until the next day.

You can set up a budget as low as $1.64 USD per day up to $76.32 USD per day.

Clicking next will take you to a review page where you can check the detail of your ad before it goes live.

If you haven’t set up a payment method, you’ll have to submit your credit card information to finalize your ad.

GOOGLE ADWORDS VS. GOOGLE ADWORDS EXPRESS

If you’re unsure about the differences between Google Adwords and Google Adwords Express, here’s side-by-side comparison:

Google Adwords Google Adwords Express
BENEFITS Pay only when your ads are clicked Pay only when your ads are clicked
SETUP Advanced features requiring: keyword selection, bid pricing, and account structuring Minimal management: simply setup your ads and let them run
EASE-OF-USE Can be difficult for new users Easy to use
REQUIREMENTS Adwords account + Credit card Adwords express account + Google My Listing + Credit card
KEYWORDS You choose all your keywords + phrases You choose some of your keywords + phrases; Google will come up with more related to your ad
AD FORMATS Search Network, Display Network, Shopping Ads, Video Ads, Universal App Ads Search Network on via Google, Google Maps, & Partner Sites
REACH Reach potential clients in any geographic location Reach potential clients in any geographic location
MIN. BUDGET $0.01 per Day $1.63 USD per Day
MAX BUDGET N/A $76.32 USD per Day

SUMMER OF GOOGLE ADS

Google Ads has incredible potential to drive prospective clients to your law firm’s website. If you’re looking for something quick and simple to gets ads running online, try Google Ads Express.

Whether your goal is to drive readership to your blog, a following to your social accounts, or phone calls to your office Google Ads is a budget friendly solution for your business.

As an alternative, Facebook Ads allows you to tap into social media to drive more referrals and clients to your law firm. Read Facebook Ads for Lawyers.

In this eBook is packed you get sample ads, advertising resources, and other marketing strategies you can use to boost your law firm.

Best Mobile Advertising Agencies

Mobile advertising refers to any advertising that appears on mobile devices: smartphones, tablets, smartwatches, and other mobile devices with wireless connections. Mobile advertising is a type of mobile marketing and includes text (SMS) ads, mobile browser web banner ads, and banners and videos in games and downloaded apps.

Mobile devices have smaller screens than laptops, desktop computers, and televisions. Mobile advertisements are generally compact and concise to match the specs of mobile devices. Companies like Google and Facebook tailor mobile ads to the user based on browsing history, shopping habits, geolocation, demographics, and interests.

Mobile advertising gives advertisers the highest chances of being seen by their target audience compared to TV or even traditional digital advertising such as Facebook ads. Mobile devices outnumber television sets three-to-one.

According to Ad Age, in 2017 online ad revenue totaled $88 billion. This figure represents a 21% increase from 2016. Mobile ad revenue grew by a whopping 66%, over ten times more than traditional desktop computer advertising, during the same time.

In March of 2018, Google officially rolled out mobile first indexing, meaning that they now “use the mobile version of the page for indexing and ranking, to better help – primarily mobile – users find what they’re looking for.”

Does this mean that all Google SEO is now mobile SEO? No, but here’s what it does mean:

Mobile-indexing is rolling out on a broad basis.

  • Having mobile-friendly content is helpful to perform better in mobile search results
  • Having fast-loading content is beneficial to perform better for mobile and desktop users

Unless current trends reverse, mobile will continue to grow faster than every other form of advertising, and delegating your mobile advertising needs to a professional agency is the best way to ensure your mobile advertising campaign succeeds.

Mobile advertising offers up-and-coming brands a new foothold into the fastest-growing customer pool right now. Established businesses must consider how to keep up with changing trends. In both cases, unless you’re already a skilled professional experienced in working on mobile advertising campaigns, hiring a mobile advertising agency makes sense.

I’ve written this guide to tell you exactly what you need to know about mobile advertising. Once you have a grasp of how mobile ads work and what agencies do, you will know what to look for in an agency. The agencies listed at the end are the best of the best, selected from among hundreds of top agencies.

What You Need to Know About Mobile Advertising

Because mobile advertising includes all ads explicitly served to mobile users, it is a broad category. The purpose of this section is to help you understand what mobile advertising can do for your company. Once you know the benefits of mobile ads and what goes into a mobile ad campaign, you’ll be equipped to choose an appropriate agency to conduct your next mobile campaign.

Best Practices

Not surprisingly, mobile best practices are different in crucial ways from traditional advertising best practices, and also differ from other digital advertising. Here are the most critical areas to focus on for successful mobile advertising:

Be Clear and Concise

Mobile devices have relatively small screens, and users can quickly get saturated with information. They will scroll past overly cluttered ads. Keep things simple.

Optimize Locally

About 30% of mobile searches are for location-specific queries. Users are often looking for coffee shops, gas stations, or other immediate local needs. Consider how your campaign can take advantage of these queries.

Consider Demographics

While demographics are a fundamental of all advertising, the demographic breakdown on mobile is anything but traditional. In addition to age, gender, location, and household income, you also need to consider whether your audience is gamers, news junkies, online shoppers, or another type of user.

Split test and Experiment

Mobile is a great place to experiment and compare the outcomes of two or more different tactics. An excellent mobile ad agency will know what variables to tweak and test to give you the best return on investment.

Monitor Key Metrics

Because mobile users check their phones throughout the day, mobile devices can provide advertisers with more consistent performance data than any other platform. You will need to gauge important metrics like impressions, click-throughs, shares, actions taken, and which users respond best and during what days and times.

Define Your Campaign Objectives and Metrics

Before you choose an agency or undertake any ad campaign, you need to set objectives – goals – and metrics, or ways of measuring your progress towards those goals. Here are some common goals of mobile advertising campaigns:

  • Establish a brand
  • Raise brand awareness
  • Increase sales or revenue
  • Increase web traffic to a website or a landing page
  • Increase in-store visits
  • Promote a coupon or other deal

Your objectives determine what metrics you will use, as well as what actions you take during the campaign. Mobile advertising offers many different metrics, so if you aren’t mobile ad savvy, this is another area where you’ll benefit from consulting an agency.

Get clear on your objectives first; then you can discuss them with prospective ad agencies, and narrow down ad agencies based on their specific area of expertise.

Define Your Target Audience

The second step as you plan your ad campaign is to define who your ads will target. You may already know your target audience, or a good mobile ad agency can help you do market research using test ads and surveys. Google Analytics, Facebook Audience Manager, and Twitter Audience Insights are also great places to do research.

Along with defining your target audience, you also want to understand their context. For example, most people in surveys say they prefer geolocation-specific search ads. Do you know how to target your ads to a specific zip code or geographical area for better conversion?

Context includes where your users are throughout the day, and which location is best to serve your ad: what percentage access their mobile device at home, in public, while traveling, and at work? These details will take your mobile campaign to the next level.

Once you know exactly who your audience is, what they like, what they need, how they think, and how to reach them through advertising, you’re almost ready to start designing the advertisement itself.

Types of Mobile Ads by Platform

Some mobile ad agencies specialize in one or two platforms, and others work with most mobile ad platforms. Do you want your ad to run on a single platform or multiple platforms?

If you are a smaller business owner, you can get great results on a smaller budget by doing your homework and picking the right platform. Bigger businesses should consider the advantages of appearing on multiple platforms.

These are the most important platforms to consider for your ad campaign:

  • App store promotion
  • Affiliate and ad serving programs
  • In-game mobile marketing
  • QR codes
  • Mobile search ads
  • Mobile social ads
  • Native ads
  • SMS

App store promotion works great for app install campaigns if your business is an app or has an app associated with it. Affiliate and ad serving programs take the guesswork out of targeting demographics and provide a lot of built-in metrics. In-game mobile marketing targets a large and dedicated user base of mobile gamers.

QR codes are codes displayed on ad space that users scan with their devices, which then take users to a specific webpage or app. QR codes work well with gamification or other fun campaign ideas to spread awareness.

Mobile search ads are any ad that appears during mobile search. As I mentioned earlier, Google now indexes mobile-first in anticipation that the trend of mobile-first users will continue growing. Mobile social ads are ads served to social media users on mobile devices.

A native ad is an ad appearing in an app or website that’s in the same format as the content the user is viewing. Examples include sponsored articles, sponsored posts, and sponsored videos.

SMS or text advertising is one of the oldest forms of mobile marketing. SMS advertising entails sending users texts or having them text a number, to receive offers or other promotional incentives. Some users still respond well to SMS ad campaigns, so don’t overlook the possibility of engaging customers through SMS.

Top FIVE Mobile Advertising Agencies

Here are the top five mobile advertising agencies, hand-picked from hundreds of different agencies around the world.

#1 Moburst

Moburst is a global, full service, a mobile marketing agency that focuses entirely on mobile growth for businesses. They have offices in New York, San Francisco, and Tel Aviv. Moburst has successfully redefined hundreds of apps, engaged in extensive A/B testing, and conducted tons of research into user preferences.

The global growth director of a large transportation company hired Moburst for app store optimization. Moburst provided keyword optimization support for Apple’s App Store and the Google Play store on an international scale. The global growth director appreciated their detailed monthly reports, which also included translations. He says their app store optimization is the best in the industry.

Moburst can help your business with any mobile advertising challenge with their creative thinking, data-driven analytics, and ability to convert targeted audiences into loyal users or customers.

#2 PreApps

PreApps is a mobile advertising agency based in Boston, Massachusetts. Their specialty is growing apps from zero to millions of downloads and sales. They have collectively helped apps reach 550 million downloads over six years.

The owner of a mobile dating app hired PreApps to handle production of advertisements for the dating app. The owner gives PreApps high marks for responding to her needs, working independently, and producing high-quality work. The company developed three short video commercials of various lengths, which exceeded the expectations of the dating app owner regarding their quality.

PreApps helps with launch, promotion, recognition in different markets, viral videos, app store optimization, influencer marketing, and scaling. If you need help advertising your app, PreApps is the best specialty firm for your needs. They offer a complimentary growth and strategic plan along with their initial consultation.

#3 Udonis, Inc

Udonis is a Newark, Delaware mobile ad agency that specializes in scaling games and apps from zero to 10 million users. They have had over ten apps featured on Apple Store’s top charts in 2018, deliver millions of app downloads each month, and are a Google and Facebook certified Partner Agency.

The founder of the Travel Nurse Association hired Udonis for lead generation and social media management. She says since she began the partnership, her cost per lead has dropped, and her percentage of high-quality leads has increased. They run every stage of her campaigns, from strategy to content to analysis, with swift turnaround time.

Udonis is excellent at what they do, which is why they won the Clutch. Co leading digital marketing agency award in Philadelphia, PA for 2018, as well as the leading digital marketing agency awards for Washington, DC, and Baltimore, MD in 2017.

If you’re ready to scale your user acquisition for a game or mobile app, they promise to get back to you within 24 hours after you reach out.

#4 Zorka.Mobi

Zorka.Mobi is Belarusian a creative and mobile performance agency. Their full range of mobile marketing services includes from strategy development, execution, Influencer Marketing, cost per install (CPI) or cost per action (CPA) media buying, app store optimization, Apple Search Ads, and remarketing campaigns.

Vadim P., the owner of a mobile dev company, hired Zorka.Mobi for a six-figure app marketing campaign. Now his app has a larger user base and higher quality traffic. He says the agency hit all key targets, including fraud protection. He appreciates their skilled work and excellent communication.

Zorka.Mobi coordinates with developers and agencies that have global reach. If you are looking for a reasonably priced international creative firm grounded in analytics and experience, you’ll be well-served by Zorka.Mobi.

#5 Yodel Mobile

London-based Yodel Mobile is 100% focused on mobile marketing. Their global full-service mobile and app marketing consultancy has won multiple awards since they opened shop in 2007. They have worked with startups as well as the following international brands: NBC Universal, Fujifilm, and The Economist Group.

The director of marketing for an established women’s health app hired Yodel, and she says their enthusiasm shines through in the campaign results. Their efforts are translating into long-term benefits regarding the app’s reach.

Consider retaining Yodel Mobile if you are interested in their ongoing app business support, growth optimization, user retention, mobile strategy, and mobile acquisition services.

Wrapping Up

Whether you are a startup business or involved with a large established company, it’s time to get current and prioritize advertising to mobile users.

As you make the shift to a mobile-first world, be sure to keep mobile best practices in mind, define your objectives and key metrics, define your target audience and their context, and review the pros and cons of different advertising platforms.

Moburst is our number one overall pick for the best mobile advertising agency. As a premier global firm, they have the best full-service approach to mobile growth for companies looking to capture the global mobile market share. If you demand excellent results but are working with a smaller budget, Zorka.Mobi may be the perfect international global mobile ad agency for your needs.

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