How To Consult With Me For Your Law Firm’s Marketing
Google Beacon For Lawyers: Is This Something You Should Look Into?
I recently got a comment on Facebook from Clint. He said, “I received a Google beacon in the mail today. Seems very big brother-ish. But do you think it’s worth using for a law firm? Do you think Google beacon will add beacon users to their rankings?”
Okay, so Google beacon is one of those things that as a marketer I’m very excited about and as a human, I’m not so sure about. I’ve done a lot of research on it, and the problem is that Google doesn’t really give you a ton of information on it.
Basically, there are these tiny little Bluetooth beacons, and I don’t have one, so I can’t really show it to you. But Google has been sending them to people that are running pay per click campaigns.
What Can You Do With A Google beacon?
To get them, you have to have a pay per click campaign. It has to be a local pay per click campaign, and you have to have a location extension installed. Here’s what’s cool about it: You can basically use it to increase the accuracy of the reporting.
For example, let’s say, somebody, clicks on your ad and then fills out a contact form or calls you, and then eventually they end up showing up at your business. Google can actually use this beacon to tie their visit to your location and their Google Account just by using the Bluetooth on their cell phone.
It’s very big brother-ish as you say, but, as a marketer, it’s really cool. You can even remarket to people that come to your business. For example, let’s say somebody comes to your office and they don’t retain you, you could start pushing ads to them.
If you are, for example, a personal injury attorney, you may be able to sneak one of these things into a hospital somewhere. And that way, you could run personal injury ads to them.
Maybe you can even sneak it into a jail somewhere. That would be kind of an interesting thing to sneak into a jail. I think a Google beacon is probably something that they’re not looking for. Don’t sneak it into the jail though. I’m just kidding. Don’t do that.
But, my point is that what’s pretty cool is that you can use this to start. It’s kind of like merging the real world with the online world.
Will It Affect Search Rankings?
Personally, I don’t think so. I think this is purely a pay per click thing. Google could use it maybe as a user or a searcher intent thing. Let’s say, somebody goes to Google and searches for a divorce lawyer, and then eventually shows up at your location. Google might take that into consideration, although I feel like that’s pretty far-fetched, I don’t know.
If someone goes to Google and searches for a divorce lawyer, ends up on your website, and then immediately bounces back, that’s not good. If they go to your website and stick around for a while, then you’re going to typically rank higher because user engagement, searcher intent, and search satisfaction is a big part of your ranking.
What About Push notifications?
I don’t know what Google has planned for it. A lot of people think that they’d like to do push ads or push notifications. If I have a beacon for my business or my law firm, for example, I can simply push a button.
Then, everyone within a one-mile radius or 100-foot radius of my business will get a push notification and have my message show up on their screen. Of course, there are ways to do this already.
I believe Android devices can do this. My advice is don’t do that because people get very annoyed. I know that I would be annoyed if I just had Bluetooth notifications showing up for a law firm that wasn’t relevant to me, and I wouldn’t use that firm for that reason.
Can it work? Probably. But, you are likely to piss a lot of people off. Still, Google beacon is a very interesting thing, and it’s still in beta.
I don’t even know if (or how) you can request one. I think it’s by invitation only and they’re sending them to random businesses that are running pay per click campaigns or have run pay per click campaigns in the past.
I’m pretty excited about the fact that we can tie real-world activities to pay per click campaigns. What does the future hold for Google Beacon? I have no idea, but I think it’s pretty interesting and as a marketer, I’m excited about it.
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Why ClickFunnels is Great For Lawyer Lead Generation
ClickFunnels is really good for funneling people into the one place where you want them to go. On a website, for example, you’re going to have your “Home” button. You’ll also have “About Us”, “Practice Areas”, and “About Our Firm”, and “Blogs”, “Read Our Reviews,” and so on.
There are a lot of different places where people can leave your website or just go to different places. It’s really good for information. But ClickFunnels is for creating something that is designed to get people to take a specific action.
How ClickFunnels Works
So, if I want you to get your email address or your phone number, ClickFunnels has only two options — you can either enter your information or you can leave. You can’t click on Home, and you can’t click on all these different places.
So ClickFunnels is really good for lead generation because it focuses on them. It’s like people have ADD or ADHD.
ClickFunnels is good for getting rid of all the distractions and putting front and center what you want your visitors to do: “Enter your email address to get this free guide.” And then it works its magic. So ClickFunels is really good for capturing leads.
You could build a website out of ClickFunnels too. I think that the ClickFunnels website is built on ClickFunnels, but I believe it’s only a one-pager or so. A website and a funnel are really two different things.
Why You Should Never Let FindLaw Do Your Law Firm’s Marketing
The Question
Should I hire FindLaw to do my law firm’s internet marketing?
My Answer
I’m going to say the absolute answer is 100% no. Do not hire FindLaw to do your internet marketing.
A Conversation With A Findlaw Employee
A couple of months ago, somebody from FindLaw who actually is in their internet marketing department reached out to me and they messaged me because they wanted to find out about referring clients to me.
I wish I had recorded the conversation. I’d like to reach out to this guy again and see if he’ll do an anonymous conversation with a FindLaw employee. He said he had clients that he’s developed relationships with and he knows how bad FindLaw is and how they just absolutely do not do a good job for their clients.
The Evidence
And if you don’t believe me, search your “city”, followed by “DUI attorney” or “personal injury attorney” or “divorce lawyer,” and take a look at all the pages on the first page of Google. And 99 times out of 100, there’s not a single FindLaw site to be found… because they’re crap. They suck.
What Findlaw Does
FindLaw, is one of those companies that promise you the world. They put your website on a proprietary platform. So if you leave, you have to pay them to take your website with you even though, you’ve already paid them to build the website and design it.
A lot of times, they have duplicate content and we’ve got clients out of FindLaw contracts because of this. We ran one of those clients’ website through Copyscape. He was in Orange County, California, and we found another law firm in St. Louis or somewhere that had his exact website content, word for word.
The only thing different was the law firm’s name and his name. It was just ridiculous. And he had paid a lot of money to have this content written.
And by the way, a lot of times, you’ll pay a lot of money to FindLaw and have content written and then find out later when you try to leave that you don’t even own the content.
So they’re just a horrible company to work with. They’ve got thousands and thousands of clients and there’s no way that they can give you what you need to actually be successful.
What The Insider Told Me
And as I said, I had a conversation with this FindLaw employee, and he was telling me that his managers, who oversee the SEO side of things, have absolutely no clue what they’re doing with SEO.
There’s no strategy. It’s just thrown together, and most of their clients don’t get results. So now he has FindLaw clients that he works with that he’s trying to refer to other people because he’s developed a relationship with them and he doesn’t want them to get screwed.
How My Company Came About
That’s the same reason my company even exists. My partner used to work for, not FindLaw, but a company that’s now owned by FindLaw. She used to be the national sales director.
When she realized how bad their products were, she had a moral epiphany. She decided, “Yeah, I’m finished, I’m not selling this garbage to lawyers.”
I think the last straw was when she sold some ten-thousand-dollar package and she realized that this guy was never going to get a return on his investment.
And she’d been doing that over and over again and not realizing that. But once she realized that, she actually refunded his money, his $10,000 — which I can’t imagine they were happy about. It’s criminal what they do. It’s ridiculous. So, do not use FindLaw. Absolutely do not use FindLaw.
