Marketing

Content Marketing 101: How to Build Your Business With Content

One of my favorite websites for learning about how to get more traffic to my websites is CopybloggerContent Marketing 101 starts with:

Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

The primary goal is to obtain opt-in permission to deliver content via email or other medium over time. Repeated and regular exposure builds a relevant relationship that provides multiple opportunities for conversion, rather than a “one-shot” all-or-nothing sales approach. . . .

There are many ways to profit with content: blogging, video tutorials, email newsletters, white papers, free reports . . . and yet many people are confused about the entire concept. . . . this quick 5-part tutorial that lays out the basics in plain language.

  1. What’s the Difference Between Content Marketing and Copywriting?
  2. The Three Essentials of Breakthrough Content Marketing
  3. 49 Creative Ways You Can Profit From Content Marketing
  4. How to Use Content to Find Customers
  5. Why Content and Social Media are a Powerful Match

Do yourself a favor and sign up to get Copyblogger’s free 20 part internet marketing course and its email updates.

By |2018-01-14T08:40:47-07:00May 13th, 2012|Marketing|0 Comments

Inside The Atlantic: How One Magazine Got Profitable by Going ‘Digital First’

There are many ways to skin a cat just as there are many ways to get more people to visit your website or blog.  Mashable has an interesting story about how Atlantic magazine used the web to make money.

The Atlantic, a monthly magazine on politics, foreign affairs, economics and culture, made $1.8 million in 2010, its first profitable year in decades.  In October, digital ad revenues topped print for the first time, up 86% year-over-year, but not at the sacrifice of print.  In fact, The Atlantic sold more print ads in October than it had in any other month since David Bradley acquired the title in 1999.  Traffic to its three web properties – TheAtlantic.comTheAtlanticWire.com and TheAtlanticCities.com – recently surpassed 11 million unique visitors per month, up a staggering 2500% since The Atlantic brought down its paywall in early 2008.

“The web is a news medium, and you can’t compete ambitiously on the web if you’re not in the news flow,”

By |2018-01-14T08:40:47-07:00May 13th, 2012|Marketing|0 Comments

What The Highest Converting Websites Do Differently?

Kissmetrics posted an excellent article that examines what websites need to do to convert more visitors into paying customers (aka clients for us lawyers).  This is a topic that I need to spend more time understanding.  My Arizona Limited Liability Company website has 9,627 visitors during April of 2012, but I only formed 41 new Arizona LLCs.  That’s an awful conversion rate of .004.  I would have loved to convert 1%, which would have been 96 new LLCs.

Understanding the best ways to convert traffic to paying clients is important for all attorneys who have websites and who want more revenue.  Remember this important fact:  Your goal is not merely to have a blog or a website – it is to make more money.  To accomplish that goal you must do more than have a static site/blog.  Take some time and learn from Kissmetrics’ article that begins:

“In this post we’re going to go over what the highest converting websites do differently. But before we get into the details, we want to highlight a few points to get you thinking first:

Note the statistic that 96% of the visitors who come to your website are not ready to purchase your services.  This fact is why it is so important that you have a system like Infusionsoft to collect visitors’ names and email addresses from your blog or website and do automatic email followup marketing.  Your site must offer visitors a free report that they get only in exchange for giving you their name and email address.  Once you have the prospect’s name and email address you want your system to automatically send the prospect one or more email messages with content designed to:

  • Give the prospect some useful information about the topic in which the prospect expressed an interest.
  • Keep your name in the mind of the prospect.

Marketing experts say that you need an average of 7 – 9 touches (contacts) with a prospect before the prospect becomes a customer/client.  If you don’t keep your name and contact information in the mind of a prospect that prospect is not likely to remember your name or how to contact you weeks or months after the prospect visited your site/blog when the prospect is ready to buy.

I have used Infusionsoft for five years to collect leads from my websites and do automatic followup marketing.  To learn more about Infusionsoft and how I use it to make more money in my law practice read my “Infusionsoft Review: The Cheapest & Best 24/7/365 Marketing Department.”

By |2018-01-14T08:40:47-07:00May 10th, 2012|Blogs, Marketing, Websites|0 Comments

Why Attorneys Should be Bloggers

Do you have your own law blog?  Does your law firm have a blog?  Do you want to get more clients?  Do you want to make more money?  Does a bear . . . oh never mind.  I am a big advocate of the attorney law blog.  It works for me.  It can work for you.

The term “blog” is short for web log.  In the early days of blogging a blog was a series of posts displayed on a website in reverse chronological order.  People typically created a blog with content about a specific topic because they wanted to provide a source of information about their topic of interest.  You can find many blogs on any topic you can imagine.  The quality of each blog depends on the creative talent, knowledge and writing ability of the blog’s creator.  Nobody know how many blogs exist, but there are millions of them.

Here is my list of some of the reasons a lawyer should have a blog:

  • Blogging is a learning experience.  Writing good articles (called “posts” in blogese) helps you to know your topic better and increases your legal knowledge.  When you write something that can be viewed by the entire world it has a tendency to cause most people to invest time in making sure the don’t say something that is not true or that is misleading.  It is very common for me to spend time researching a statute or reading one or more cases to make sure that what I say in my post is correct.  Writing about a topic also helps me understand that topic better.
  • Blogging brings traffic to your website/blog.  An important goal in having a website/blog is to attract a lot of visitors to your site.  The best way to get visitors is to have large quantities of good content on your site.  One of the best and easiest ways to create content is the blog.  With good blog software like WordPress is it extremely easy to write an article and post it on your site.  No need to send the article to your web designer and wait a week for the article to be up on your site.  With WordPress adding an article to your site is as simple as writing the article, giving it a title, adding it to one or more categories and clicking the upload icon.   Read “Why I Love WordPress for My Law Firm.”
  • Blogging is a great way to establish yourself as an expert in your area of law practice.  Over time as you add more and more content about your specific area of law (widget law for example) your blog becomes clear evidence to visitors that you are an expert in widget law.  When deciding on who to hire a prospective client is more likely to hire the lawyer that has tangible (ok technically it is intangible) proof of expertise than the lawyer who has no blog or website about widget law.  Consider for example my blog called “U.S. Real Estate Law.”  This blog is about a single topic, i.e., nonU.S. citizens investing in U.S. real estate.  I form a lot of new Arizona LLCs for people all over the world who want to purchase U.S. real estate.
  • Blogging helps you convince propects to hire you.  Several times a day I talk to prospects on the phone who are interviewing me for the purpose of deciding whether or not to hire me.  Prospects frequently ask about a subject that is an article or post on one of my websites.  When that happens I tell the prospect I have an article on the subject and if he/she will give me his or her email address I will  send a link to the article.  I then use Macro Express to zap canned text with the link to the article into an email message and send it to the prospect.  For example, people frequently ask me about dissolving their Arizona LLC.  When I get a call on that topic I send the prospect the following message:

Thanks for contacting me about terminating your Arizona limited liability company.  To hire us to prepare the documents to terminate an LLC, complete our service agreement found here:

www.keytlaw.com/azllc/killllcagr.pdf

For more information on terminating an Arizona LLC, see my article on this subject found here:

www.keytlaw.com/azllclaw/terminating-llcs/how-to-terminate-an-az-llc/

  • Blogging is fun.  Yes it is.  I enjoy the writing and creative aspects of blogging.  I also get personal satisfaction in knowing that people are reading my posts and learning from the results of my investment in time.

A great way to get ideas for blog posts is to listen to questions prospects and clients ask you in email messages and over the phone.  I am sure you have the same experience I have with people who ask the same common questions about widget law (ok maybe questions about your area of practice, not widget law).  These commonly asked questions make great blog posts.  Turn these questions into a post you can email to prospects and clients to show your expertise.  See for example a blog category on my Arizona Limited Liability Company Law website called “How Do I.”  When I get a call or email message from somebody that asks me a question I’ve answered on my blog I send the person a link to the blog post.

An very important fact of blog life and the key to a successful client generating blog is that you must create good content.  This means you need to invest the time to create posts.  This leads me to Keyt’s Technology Rule #5, which is call the Website Content Equation.  The equation is:

more posts = more content = higher search engine rankings = higher web traffic = more new clients = more revenue

Schedule times for content creation and set a goal for a minimum number of posts every week.  Over time your content quantity will grow and the Website Content Equation will put more money in your pocket.

By |2018-01-14T08:51:52-07:00May 5th, 2012|Blogs, Marketing, Ramblings, Websites, WordPress|0 Comments

Facebook Ads Can Now Be Optimized To Drive Any On-Facebook Action

Tech Crunch:  “Marketers don’t actually want clicks, they want the downstream conversions and the return on investment that follow. So today Facebook begins allowing advertisers using its API to ask it to show their ads to people most likely to take any specific post-click action on the social network, such as sharing a brand’s content to the news feed, buying virtual goods in their apps, or redeeming one of the new Facebook Offers at a local brick-and-mortar store

By |2018-01-14T08:51:54-07:00April 28th, 2012|Facebook, Marketing|0 Comments