Guerilla Marketing Strategies

Marketing is important. Marketing is not facebook updates or tweeting. It consists of hundreds of things and actually doing them until a synergy is created.

Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.

Would you rather spend $400 to make $50 or spend $5000 to make $20,000? It’s about profit – not cost. Guerilla Marketing is about low-cost marketing strategies. They are great for small startups and local services based businesses and the benefits are exponential for larger companies.

I believe marketing and advertising is about getting people’s attention and creating a good impression. Stories are memorable so if you can create a marketing piece that is clever, funny, shocking, or shareworthy then you can leverage it in so many ways. One of the first and most basic forms of guerilla marketing that I’ve used quite extensively was/is yard signs aka bandit signs. A simple $7 sign made on corrugated plastic can drive dozens of leads per day – hundreds of leads per month. Having multiple signs makes it even more effective. (Tips – use a call forwarding number and catchy tagline that is short and sweet) If you include a website use a separate landing page rather than your homepage. You can retrieve signs and move them from place to place. If a lead is worth $20-$100 and you have hundreds of leads coming in from yard signs for a cost of less than $100 that is pretty substantial in terms of profit/gain. Pull-tab flyers in strategic high traffic locations is another.

Guerrilla marketing when translated into online marketing is similar to ‘growth hacking’

Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hackers are marketers, engineers and product managers that specifically focus on building and engaging the user base of a business.

Growth hacking – Wikipedia, the free encyclopedia

If you’ve seen the Old Spice
Dos Equis

Poupourri.com

Dollar Shave Club

Old Spice – sorry no link because their commercials are annoying but you get the idea

Getting offline marketing to go viral happens through word of mouth and getting the press involved. Getting online marketing e.g. Facebook posts to go viral consists of getting shares (in a nutshell). When you learn to tie offline guerilla marketing strategies with online viral marketing is when you can start to see some serious ROI that most of your competitors aren’t doing.

An off the cuff example that anyone can implement would be yard signs (or signage in general) in high traffic locations + Ad copy that sparks curiosity + landing page + Offer ( e.g. opt-in for free 4-part video series + free invitation to a business seminar valued at $100 + list of valuable resource links + free book giveaway…). There are several ways to test the viral component which you discover through A/B testing. This could involve a content locker on the giveaway where people need to share the post to unlock the content, or you could have a ‘share button’ after they opt-in. Make decisions with at least a 300 visitors and never stop optimizing from there. Increasing your conversion rates is sometimes as good as increasing traffic so don’t overlook CRO – very critical.

Don’t confuse the use of yard signs as being a guerilla marketing strategy. This is incomplete thinking. The use of yard signs is indeed a marketing tactic but that doesn’t necessarily make it a guerilla marketing ‘tactic.’ You can end up spending a lot of money on yard signs if you aren’t getting any ROI. In other words if you don’t have a good message to market match and aren’t generating leads then by definition it is not guerilla marketing. I am a fan of guerilla advertising when it produces profit and for the sake of maximizing an advertising budget. If another method costs more but produces a higher ROI in a faster/scalable manner then that is something of value. Most businesses don’t have a plan or something scalable in their business. Many leave their fate to chance. Hopefully that isn’t you. If it is you then your plan should be to get a plan.

Every business can benefit by having a roadmap or blueprint on how to get to the next stage of their growth as opposed to blindly aiming and hoping that something sticks. Sure, you can test but know that there are time-tested methods of growing a business in any industry. Just because it doesn’t work for you doesn’t mean that it doesn’t work. You just need to ‘steal’ what has already been done by others. 90% of what advertising companies do is steal old ideas and repurpose them into something relevant to current times (think the script for Avatar which was taken from Pocahontas). It happens in the movie industry, advertising industry, import industry, manufacturing industry, music industry, publishing industry, and virtually any other industry where smart business people realize that they don’t need to spend time and money reinventing the wheel when they can use proven concepts. There is nothing to be afraid of when you have a solid execution strategy. Other people will try to copy you but if you do things first and get PR, you may even end up getting more free publicity when people start to talk (and they do) that some marketing piece reminds them of the one created by your brand. All of a sudden you are credited as the brand that started that idea when all you did was take an existing idea and making it your own – maybe even better than the original. Reverse engineer and improve existing concepts that have been proven in the marketplace -preferably something evergreen.

One of the biggest reasons according to the SBA is that two of the main reasons that small businesses fail is due to undercapitalization and the lack of an effective marketing program. Not all marketing is created equal. Many small businesses throw money into advertising that has no hope of being scaled up. This is why most small businesses stay small. They don’t know where their leads are coming from, aren’t tracking their results, and don’t have a plan! When you know your numbers and have a plan, things become a whole lot easier.

If you haven’t done much marketing in the past, start off by trying a few different strategies that you know can work (preferably something scalable). If one form of marketing (1 of many) seems to be working then you can continue investing in it and then begin to explore other forms. Start small and scale up. If you know what your competitors are doing and think you can beat them then that is what you should be focused on doing. In some industries, there is a limit on the number of people looking for services each month. You can position yourself to get all or most of those leads yourself if you wanted to.

Do you know the top 3 most profitable marketing tactics are for your business? If it doesn’t involve online marketing then you are missing out on big growth opportunities. The vast majority of consumers look to the web to find products and services.

Recommended Read: The Guerilla Marketing Revolution: Precision persuasion of the unconscious mind (Jay conrad Levinson & Paul RJ Hanley

100 Guerilla Marketing Weapons
1. Marketing plan
2. Marketing calendar
3. Niche/positioning
4. Name of company
5. Identity
6. Logo
7. Theme
8. Stationery
9. Business card
10. Signs inside
11. Signs outside
12. Hours of operation
13. Days of operation
14. Window display
15. Flexibility
16. Word-of-mouth
17. Community involvement
18. Barter
19. Club/Association memberships
20. Partial payment plans
21. Cause-related marketing
22. Telephone demeanor
23. Toll free phone number
24. Free consultations
25. Free seminars and clinics
26. Free demonstrations
27. Free samples
28. Giver vs taker stance
29. Fusion marketing
30. Marketing on telephone hold
31. Success stories
32. Employee attire
33. Service
34. Follow-up
35. Yourself and your employees
36. Gifts and ad specialities
37. Catalog
38. Yellow Pages ads
39. Column in a publication
40. Article in a publication
41. Speaker at any club
42. Newsletter
43. All your audiences
44. Benefits list
45. Computer
46. Selection
47. Contact time with customer
48. How you say hello/goodbye
49. Public relations
50. Media contacts 51. Neatness
52. Referral program
53. Sharing with peers
54. Guarantee
55. Telemarketing
56. Gift certificates
57. Brochures
58. Electronic brochures
59. Location
60. Advertising
61. Sales training
62. Networking
63. Quality
64. Reprints and blow-ups
65. Flipcharts
66. Opportunities to upgrade
67. Contests/sweepstakes
68. Online marketing
69. Classified advertising
70. Newspaper ads
71. Magazine ads
72. Radio spots
73. TV spots
74. Infomercials
75. Movie ads
76. Direct mail letters
77. Direct mail postcards
78. Postcard decks
79. Posters
80. Fax-on-demand
81. Special events
82.Show display
83. Audio-visual aids
84. Spare time
85. Prospect mailing lists
86. Research studies
87. Competitive advantages
88. Marketing insight
89. Speed
90. Testimonials
91. Reputation
92. Enthusiasm & passion
93. Credibility
94. Spying on yourself and others
95. Being easy to do business with
96. Brand name awareness
97. Designated guerrilla
98. Customer mailing list
99. Competitiveness
100. Satisfied customers

Guerilla remix Marketing –

Marketing is an opportunity to educate prospects and customers on how to succeed at achieving their goals. It is the art of getting people to change their minds.

200 guerilla Marketing Weapons

MINI- MEDIA

1. Marketing Plan

2. Marketing Calendar

3. Identity

4. Business Cards

5. Stationary

6. Personal Letters

7. Telephone Marketing

8. Toll- Free Number

9. Vanity Phone Number

10. Yellow Pages

11. Postcards

12. Post Card Deck

13. Classified Ads

14. Per Order/ Inquiry Advertising

15. Free Ads in Shoppers

16. Circulars

17. Community Bulletin Boards

18. Movie Ads

19. Outside Signs

20. Street Banners

21. Window Display

22. Inside Signs

23. Posters

24. Canvassing

25. Door Hangers

26. Elevator Pitch

27. Value Story

28. Backends

29. Letters of Recommendation

30. Attendance at Trade Shows

 

MAXI- MEDIA

31. Advertising

32. Direct Mail

33. Newspaper Ads

34. Radio Spots

35. Magazine Ads

36. Billboards

37. Television Commercials

 

E- MEDIA

38. Computer

39. Printer/ Fax Machine

40. Chat Rooms

41. Forums Boards

42. Internet Bulletin Boards

43. List-building

44. Personalized Email

45. Email Signature Mktg.

46. Canned Email

47. Bulk Email

48. Audio/Video postcards

49. Domain Name

50. Website

51. Landing Page

52. Merchant Account

53. Shopping cart

54. Auto-Responders

55. Search Engine Ranking (Alexa)

56. Electronic Brochures

57. RSS Feeds

58. Blogs

59. Podcasting

60. Publish own E-zine

61. Ads in other E-zines

62. Write Ebooks

63. Provide Content- Other Sites

64. Produce Webinars

65. Joint ventures

66. Word-of-mouse

67. Viral Marketing

68. E-Bay / Auction Sites

69. Click Analyzers

70. Pay Per Click Ads

71. Search Engine Keywords

72. Google Adwords

73. Sponsored Links

74. Reciprocal Link Exchange

75. Banner Exchanges

76. Web Conversion Rate

 

INFO- MEDIA

77. Knowledge of your Market

78. Research Studies

79. Specific Customer Data

80. Case Studies

81. Sharing

82. Brochures

83. Catalog

84. Business Directory

85. Public Service Announcements

86. Newsletter

87. A Speech

88. Free Consultations

89. Free Demonstrations

90. Free Seminars

91. Publish Article

92. Publish Column

93. Author a Book

94. Publishing-on-Demand

95. Speaker at Clubs

96. Teleseminars

97. Infomercials

98. Constant Learning

 

HUMAN- MEDIA

99. Marketing Insight

100. Yourself

101. Your Employees and Reps

102. Designated Guerrilla

103. Employee Attire

104. Social Demeanor

105. Target Audiences

106. Your Own Circle of Influence

107. Contact Time with Customers

108. How you say Hello and Goodbye

109. Teaching Ability

110. Stories

111. Sales Training

112. Use of Downtime

113. Networking

114. Professional Title

115. Affiliate Marketing

116. Media Contacts

117. e­Mail List Customers

118. Core Story- Solution to Problem

119. Create a Sense of Urgency

120. Offer Limited Items/ Time

121. Call to Action

122. Satisfied Customers

 

NON- MEDIA

123. Benefits List

124. Competitive Advantages

125. Gifts

126. Service

127. Public Relations

128. Fusion Marketing

129. Barter

130. Word-of-Mouth

131. Buzz

132. Community Involvement

133. Club and Assn Memberships

134. Free Directory Listings

135. Trade Show Booth

136. Special Events

137. Name Tags at Events

138. Luxury Box at Events

139. Gift Certificates

140. Audio-Visual Aids

141. Flipcharts

142. Reprints and Blowups

143. Coupons

144. Free Trial Offer

145. Guarantee

146. Contests and Sweepstakes

147. Baking/ Craft Ability

148. Lead Buying

149. Follow-Up

150. Tracking Plan

151. Marketing-on-Hold

152. Branded Entertainment

153. Product Placement

154. Radio Talk Show Guest

155. TV Talk Show Guest

156. Subliminal Marketing

 

COMPANY ATTRIBUTES

157. Proper View of Marketing

158. Brand Name Awareness

159. Positioning

160. Name

161. Meme

162. Theme Line

163. Writing Ability

164. Copywriting Ability

165. Headline Copy

166. Location

167. Hours of Operation

168. Days of Operation

169. Credit Cards Accepted

170. Financing Available

171. Credibility

172. Reputation

173. Efficiency

174. Quality

175. Service

176. Selection

177. Price

178. Opportunities to Upgrade

179. Referral Program

180. Spying

181. Testimonials

182. Extra Value

183. Adopt Noble Cause

 

COMPANY ATTITUDES

184. Easy To Do Business With

185. Honest Interest in People

186. Telephone Demeanor

187. Passion & Enthusiasm

188. Sensitivity

189. Patience

190. Flexibility

191. Generosity

192. Self Confidence

193. Neatness

194. Aggressiveness

195. Competitiveness

196. High Energy

197. Speed

198. Maintains Focus

199. Attention to Details

200. Takes Action

 

 

50 Things Advertising Can Do For You

  1. Produce Leads
  2. Educate prospects on benefits
  3. Help expand to new markets
  4. Influence influencers
  5. Awareness of your brand to new prospects
  6. Presell products and services
  7. Expand PR story
  8. tell the company story
  9. Add authority to presentations
  10. Build corporate identity
  11. Build confidence in products and services
  12. Dispell rumors
  13. Keep name in forefront of customers mind
  14. Head competitors off at the pass
  15. Go after competitors business/traffic
  16. Make stockholders happy
  17. Prove quality with success stories
  18. Impress financial community
  19. Assert leadership and prestige
  20. Mainain constant presence and build confidence
  21. Help direct mail pay off
  22. Assure success of telemarketing campaigns
  23. Ensure point of purchase signs work
  24. Gain distribution to prove to retailers to carry products as their name will receive mentinons in your ads
  25. Announce existence of product or service
  26. Gain credibility for new product or service
  27. Make name a brand name
  28. Herald special promotions
  29. Establish your niche in the makretplace
  30. Hilight testimonials from satisfied customers
  31. Test something with a headline or offer
  32. Create desire to buy
  33. Establish presence in community
  34. Attract foot traffic
  35. Make sales
  36. Obtain names for mailing list
  37. Inform many about benefits
  38. Motivate people to call, phone, visit site
  39. Persuade people to complete and mail your coupon
  40. Empasize how competition measures up
  41. Prove superiority with facts or graphics
  42. Buy new customers with exceptional offers
  43. Demonstrate integrity and confidence in products/services
  44. Become part of industry
  45. Put yourself on level of others
  46. Create reprints of ads
  47. To be seen by the right crowd
  48. Show support of reps, distributors, employees
  49. Earn profit
  50. Leverage and merge other forms of advertising

FYI: Please don’t and start spraypainting intersections.

Step 3: $10,000 To $100,000

So here is step 3. Even if you were to just watch and see how step 1 works, you should be able to see how much better it is to have an online business as opposed to working 40 hours a week for someone else trading time for money.

To recap: Let’s imagine it costs $0.50-$2 to generate a targeted subscriber from your lead capture page.

1000 subscribers – $500-$2000 is the hypothetical cost to build this list. Now let’s suppose you make a really good offer that is worth 10-20x what you are charging for it. I’m not talking about trying to sell junk that doesn’t work. It has to be something you can attach your name and reputation to that actually works and has great feedback. How do you know if it is good? Simple. You offer it to a small segment of the list to try it out before an official launch. Those initial testers should be able to provide video testimonial that boost your conversion rates. If you sell a product that costs $10 then you only need 50-200 people to buy the product on the front-end to cover the initial cost of building your email list. That’s assuming they don’t buy any upsell offers. If 2 people buy a higher ticket product at $1000 then you only need to make 2 sales and your initial costs are covered.

How these funnels generally work is:

 

Step 1 covers the foundational elements and organic traffic methods that you should be set up on. Step 2 is about scaling through paid traffic. Step 3 is more about tweaking your existing funnel, creating new products, and looking for opportunities beyond buying traffic.

step 1 – $0 to $500/month

step 2 – $500/month to $10,000/month

step 3 – $10,000 to $112,000.month

Tripwire Offers

online marketing yaletown

Scaling up traffic can only happen with a good initial campaign setup. Make sure to be accurately tracking everything and collecting as accurate of data as you can. When you are doing $112k/mo the bidding happens in real-time and missing steps can be very costly. Invest in good tracking software, conversion rate optimization software:

Spend some time hiring better skilled staff to manage your accounts so you have time to develop new products. When hiring, note that 90% of training is done in the hiring process. You don’t want to spend all your time training someone unless they are an intern. When it comes to getting someone to ‘manage’ your business they should already come trained and know WTF they are doing. Save yourself the time, pain, and hassle of not having to deal with someone with no business IQ that doesn’t know how to run a business.

While you can be doing joint venture (email swaps/affiliate) marketing with others in step 2, you can go for bigger partners for step 3 as you likely have more credibility and a larger following. Use that to your advantage as it is traffic that doesn’t cost anything and can grow your subscribers/followers in massive waves.

Make higher ticket products, set up mastermind groups, get influencers together and form an event e.g. live seminar. You can even record the live seminar and sell the replay. If you do this try not to sell it for less than half the cost of attending live as your next live event might not have such a good turnout. Sidenote: the value of live events is in the people you meet while you are there as much as it is what is said on stage.

Look at more ways to scale and grow the business. Be part of mastermind groups and ask others who are more successful than you are what you should do next. Reddit subgroups and online marketing forums can work but you can also just use search engines. If you have the money pay someone for an hour of their time. Some of the top marketers charge tens of thousands of dollars for a 1 hour private call but that 1 hour can give you the knowledge and breakthroughs to making millions down the road. It may also end up saving you from giving up on your dreams.

 

Funnel Hacking Competitors

Go to a competitors website and buy their product using screencapture. See how the process works. Note the ad copy, calls to action, and landing page layouts. Model successful campaigns and you can save yourself a lot of time and money.

50010000100000

Target the right audience and you should get a 50-70% opt-in rate to your FREE high value webinar/ebook/PDF/email autoresponder sequence/etc. Actually, you shouldn’t really try and sell anything at all. Focus on giving value and there will be floods of people pulling their hair out trying to figure out how to buy your products. If you want to be successful online learn from people who are already making 8-figures a year. Join forums or study successful marketers. There are no secrets. You just have to believe that you can do it and go for it. I don’t know what else to say. A good mentor can help you get from point A to point B in record time.

traffic

free traffic demo

typical funnel improved endless funnel

 

Extra tip:

Here’s how you could potentially use Linkedin for B2B lead generation via Linkedin Groups. A free account allows you to create 10 groups, 20 subgroups, and send invites weekly with 100% deliverability for a total of 600,000 emails per week. If you need to reach a very specific niche you can buy data in the form of email lists and plug invites to the group but this is spam and not recommended. On the other hand, if people receiving your content are GLAD you reached them then some of the people might be glad you messaged them. The reason these strategies fail for the typical marketer is because they ASK without providing value upfront. The key to success online is giving incredible value upfront without asking for anything in return. This strategy is responsible for making one of my clients a 6-figure passive monthly income… and I’m convinced that it can work for any industry.

Law Firm Online Marketing Vancouver:

What if you could get hundreds of pages on your website that combined pull 3000+ visitors to your law firm website every month?
That is over 30,000 per year! Imagine only 10% of those visitors turn into customers or at the least join your mailing list or request a quote?
That is a lot of additional business that is tracked, measurable, and profitable – compared to traditional media.

Our goal is to figure out the average long-term customer valueof your clients and put together a strategy that will generate more of your ideal clients for a known dollar figure. This way you can turn the funnel of clients on or off at will.

People are searching online for services – just as you are reading this right now.

We’ll get you to the top of search engines long-term and keep you there.

Any clients we work with like to dominate their industry. Because we know how to outwork and outperform our competitors we usually end up monopolizing the market for our clients – even if the competitors have larger budgets.

Free marketing consultations: info@mosesyoon.com – Available for scheduled coffee meetings in Vancouver

 

Is law firm SEO just snake oil or does it actually work? Yaletown SEO knows what it takes to rank any website but we start off going for the low-hanging fruit. Believe it or not your potential clients who need your services are looking for information online. By creating content related to what they are searching for, you position yourself as an authority on that subject. This looks good in Google’s eyes as your website is more relevant to what you are trying to rank for and also in your prospects eyes because you are providing value. SEO in 2016 has more to do with creating valuable content and being relevant. Sure, black hat PBN and link building strategies work in the short-term but is not a good investment for building a long-term sustainable brand. Personally I would spend more to do things in accordance with Google’s guidelines. There are sites that are ranking higher without any links simply due to a good internal linking structure and on-page setup plus strong local directory/citation signals. Many SEO marketers say not to have a blog for your website but this is nonsense. Build up your blog to 100 posts and become an authority in your local marketplace. Targeting long-tail keyword phrases still works. While there may only be a few dozen searches per month per keyword, when added up, they amount to thousands of searches per month. The compounded effect of this traffic also helps you to rank for broader search queries as Google better understands what your website is about.

99% of law firm websites are not performing as well as they could be because they are often not aware of what else they should e doing. Sadly, most law firms lack a solid content marketing strategy. This is often a result of working with a marketing provider who is not confident in multiple areas and so they tell their clients ‘not to bother’ with one thing or another when that is not the case. Or, they say they can do everything when they don’t know how and butcher it.

One of the best things that a law firm can do is position themselves as the experts through content. It’s actually free to create content – minus time invested but it isn’t like PPC where you have to pay for clicks. Even when you hire a copywriter, video/SEO/Social media person to execute a strategy you stand to gain more business down the road. Most lawyers will benefit from outsourcing tasks so they can focus on client consulting and winning cases. If 1 case is potentially worth 5-7 figures then it is worth investing money to get more of those types of cases and one of the best places to get found is online (while people are doing research). Create YouTube videos, optimize them to rank higher, and those videos become long-term assets that will continue to drive traffic and leads. The offline version of this is to publish a book which is also an effective strategy. Of course you can then leverage online marketing to promote the book and you might even become a best selling author. These things are all easily available and possible to most lawyers that have a budget to invest in getting these things done.

Inbound marketing for the legal niche is powerful and can generate millions of dollars worth of settlements. Done wrong, SEO can quickly tarnish a reputation that took you years to build. Don’t make that mistake! It is very heartbreaking.

There are many fly by night SEO companies and amateur SEOs who due to ‘ignorance on fire’ will go out and unintentionally damage as many online business assets as they can until their clients phone and tell them their websites have disappeared from Google and then they say SEO doesn’t work. If you know of someone who intentionally performs SEO knowing they are damaging a company’s online assets let me know. It would be best to ensure others don’t fall victim to those services. SEO comes in handy when dealing with online reputation management as we can somewhat control what information appears for a given keyword, brand, name, phrase, and so forth (do mind the unintentional keyword stuffing). I’ve been practicing what I preach, with the help of my assistants, and have ranked hundreds of different lead generation websites, landing pages, corporate websites, and ecommerce stores for many years. The data clearly shows that if we continue doing what we’ve been doing, the organic traffic is only going to continue to increase.

First let’s get the basic gist of what search engine optimization is with a definition from Wikipedia.

Search engine optimization (SEO) is the process of affecting the visibility of websites or pages in a web search engine’s unpaid results — often referred to as “natural,” “organic,” or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users, and these visitors can be converted into customers. SEO may target different kinds of search, including image search, local search,video search, academic search, news search and industry specific vertical search engines. Source: Wiki

 

I know it sounds dead simple but there is so much history behind the evolution of SEO. One thing that doesn’t change however is that when you provide value and put out good content, your contents rankings improve even after Google animal updates.

Doing a quick search for divorce lawyers Vancouver, it appears that most law firm websites in Vancouver are not performing SEO. That’s actually not surprising. Even though 99% of companies can benefit from being found online, the fact remains that most lawyers AND the average human being is oblivious as to how SEO really works. Hey! There is nothing wrong with spending your time studying law instead and I won’t hold it against you. You might as well let the online marketers handle the technical things that would otherwise take you thousands of hours to learn and implement on your own. I do my best to educate my clients over time but also know when it is better to leave out the overwhelming information.

There are two main sides of the coin when approaching SEO. Black Hat SEO involves manipulating search engine rankings by using spammy techniques such as using cloaked text, keyword stuffing, buying spammy backlinks, utilizing private blog networks (for the purpose of ranking), and attempting to game the system in general. These methods may work for a little while but can result in losing your rankings and the traffic you spent time trying to build up. If you are looking to build a business, you should not rely solely on black hat SEO strategies to rank your sites. White Hat SEO on the other hand happens when you earn links naturally by putting out good content and promoting it rather than spamming your way to the top. It is slower but if you want to build a strong foundation, the slower way is sometimes the only way to still be in business many years down the road. I still think that one of the major reasons why a lot of general contractors go out of business is because they hire short-term minded SEOs to handle their marketing. Lawyers being more educated should not make the same mistake of hiring an SEO with no business sense.

Back to SEO. I like to focus on Google and then Bing/Yahoo next. Google gets the lions share of traffic and is the most user friendly engine which is why I like to focus on ranking in Google.

“Google’s mission is to organize the world’s information and make it universally accessible and useful.”

 

They want to provide a good user experience and eliminate internet spam. Years ago it was possible to rank on page 1 simply by spamming massive amounts of backlinks and using other link building schemes to increase pagerank, spam exact match anchor text backlinks to keyword exact match domains (EMDs), and get fast rankings. Google got wise and began cleaning up the web usually with updates that caused even experienced SEO gurus to run in fear.

There is a greater emphasis placed on quality over quantity. This means producing quality content and building quality backlinks from authoritative domains. Signals such as a low bounce rate, high clickthrough rate, a high number of pageviews, time spent on site, unique/return visitors, and on-site engagement all play a role in how Google determines how to rank sites in relation to others at varying levels.

There are of course short-term methods that still work and many SEOs practice them because they can profit in the short amount of time that their sites are ranking, but it is more sustainable long-term to focus on building up an authority domain using white hat methods that Google loves. If you play nice with Google, they will play nice back.

So how does law firm SEO fit into the picture you might ask? SEO is only a small part of online marketing. SEO is the biggest way to impact a website’s organic search engine traffic however with the hundreds of ranking factors that are put out, how are we supposed to know which factors matter most? Applying the 80/20 principle where 20% of the actions produce 80% of the results, we should focus on producing quality content, organizing said content through proper website architecture, and promoting the HELL out of that content.

Create content that your users are actively seeking. If you specialize in divorce law, then put out content that talks about topics that would be of interest to someone going through a divorce.

  • 5 tips to prepare for divorce mediation – if I was looking up ‘divorce mediation preparation’ and saw your article I would click on it.
  • Warning signs that you should split with your divorce attorney – differentiate yourself from the 80%
  • Legal checklist when filing for a divorce – a helpful guide giving you a chance to establish some relationship equity
  • Life after divorce – case studies and real life stories can work well. Just don’t give out too much personal information
  • Who keeps the dog in a divorce – a bit off topic, probably too niche, and not professional

Once you create the content (the easy part) you need to promote it.

Some simple steps includes promoting it on social media. You can strategically boost your posts on Facebook (preferably via the Power Editor which has more robust targeting options) in order to attract comments, shares, views, and traffic to your website. Go to relevant authoritative blog articles that receive hundreds of visitors per day, leave a thoughtful comment, and insert a link to your article – but don’t overdo it! YouTube provides a decent way to get more traffic to your articles especially in legal niches where people tend not to comment on videos. If you can repurpose your articles into videos and start optimizing your videos that is also a bonus. Nothing establishes thought leadership and screams expert like a channel filled with hundreds of videos on a given topic along with thousands of subscribers. By that point you may even be tempted to write a best selling book and promote it to your list.

Speaking of lists, building an email list is a great way to get free traffic, readership, and comments on your articles as soon as they are published. Some more methods includes going on Q&A sites where people are asking questions related to divorce and providing some helpful tips and a link to your article – but be genuine. A more riskier approach but much more rewarding is performing content outreach to writers, journalists, and the press. Getting your article featured on an entrepreneur.com equivalent divorce attorney authority website can drive a lot of traffic and authoritative backlinks to your website. Those backlinks give your website more ‘link juice’ that sends it climbing up the ranks from page nowhere to page 3, 2, and hopefully to page 1 which gets virtually all of the traffic.

Very few people browse past page 1 of Google if they are able to find what they need on page 1. If people are going past page 1 it is either because what they found on page 1 wasn’t what they were looking for or they were perhaps turned off by those websites for one reason or another. Chances are higher that someone will instead opt for a more targeted keyword going from ‘divorce attorney’ to ‘divorce attorney near me,’ ‘divorce attorney + vancouver,’ or even ‘gay marriage divorce attorney vancouver.’ There are all kinds of niches (gay marriage) being one that you could rank for. Keep in mind that you have some control over the types of clients that you are attracting by the type of content on your website. If you are new to online marketing, blogging, and search engine optimization/marketing then to put it short, you want to put article based content on a blog.

For the menu site architecture, you want to list as many services as possible under the broad keyword terms and then create keyword rich quality content around those broad keyword terms using related keywords and not repeating the same keywords more than a few times (remember quality over quantity). Content must read well and have excellent grammar. One of the biggest misconceptions about duplicate content is that webmasters received a duplicate content penalty when in reality their pages were penalized due to having poor grammar. You can use tools such as grammarly.com to fix that (I usually recommend a score above 95%). Content that is at least 2000+ words tends to rank better than shorter content. You can find proof of this by performing a search for any ‘how to’ type article in Google.

With the appropriate cities, services, and content in place, all organized with a sound internal linking structure, it is time to add other elements to the mix. For law firms, it is highly recommended to work on improving the Google maps/places listing. Here are some of the techniques that your Local SEO online marketing company in Vancouver should be focused on to rank in the local map pack aka 3 pack/snack pack results.

Footer links (stop stuffing links in your footers 🙂 are usually a sign of poor SEO practice and they have been given less weight. It helps to link out to authoritative sites such as to your BBB listing, Yelp page, Google page, and include other trust symbols such as a local chamber badge (with link out) or any law firm association you are a part of. But don’t link out for the sake of linking out to anything as it gives away your link juice which you could instead pass to your inner pages which then pass back up to your home page. Again, a solid Silo structure and on-page SEO with accurate NAP directory listings and citations will usually (90% of the time) give you the ability to outrank all of your competitors – even the ones that are using outdated tactics that stopped working in 2006.

Perhaps by now you are aware of the second mobile friendly update that was released this past May 2016. With more search engine users browsing from mobile devices, Google is giving more weight to webmasters that have mobile optimized (responsive) websites. This is just another step towards providing a more user friendly experience. When Google can keep more people using its search engines, it makes more money from ads. Pay per click, PPC Adwords advertising makes up the majority of Google’s revenues. With a recent changes just a few months ago, Google made a shift from 3 ads on top and 5 on the side to 4 on top with 0 on the side (with the exception of PLA ads). The majority of our clients actually saw a boost with this change in the initial stages with one of the downsides down the road being higher costs per click across the board with more competitors fighting for the top 4 positions. Adding negative keywords, blocking suspicious IPs, creating more targeted ad copy, landing pages, having faster pagespeeds, and more precise ad group/keyword targeting is even more important than ever.

As a sidenote, if you are asking which is more profitable, PPC or SEO, I would say that traffic and leads from PPC advertising is more predictable but organic clicks, emails, or calls from SEO is more profitable in the long-run as it is traffic that you don’t pay per click for. If you have a brand new website and need traffic now then a strong PPC strategy can help you get going until your SEO rankings start kicking in. Don’t worry, 80% of the competition doesn’t even know whether or not their website brings any leads for their business and have no marketing strategy. The other 15% only have a small understanding of what online marketing is but are still relying on old outdated information. And 5% know or have expert SEO and SEM marketers managing their online marketing efforts to rank higher in Google and generate leads.

We have barely even scratched the surface on the full extent of what is possible as a whole and how we can take your business to another level.

For best results, it is not ideal to only hire an SEO. These days smaller companies are outranking large companies that have been around for a hundred years and even appearing larger due to having a stronger online presence. By stronger we mean being omnipresent through SEO, SEM, PPC, Social media (SMM), email, retargeting ads, some offline advertising, and then some. We build trust and brand recognition even on smaller budgets so when people are in need, they remember you. When you are found online by a potential client who doesn’t know your market, they assume that you are the go-to authority because your website was one of the first that they found when performing a search. Again, the average person doesn’t know what SEO even is and the fact that you are reading this right now puts you in a special group of people called ‘Yaletown SEO’s potential clients.’ Kidding aside, we don’t work with just anyone and everyone. We only have so much time in a day and so we give preference to working with 1 company in any given industry and helping them be part of the top 1% in their marketplace. This is partly because it is unethical to compete with ourselves and also because we want to help those that are willing to put their trust and business in our hands.

Step 2: $500 To $10,000 Month

We’ve covered step 1 from going $0 to $500. Those are the foundations that should be taken care of first.

yaletown seo step 2 funnels traffic conversions tripwire ecommerce

Click to see full-size

step 1 – $0 to $500/month

step 2 – $500/month to $10,000/month

step 3 – $10,000 to $112,000.month

Tripwire Offers

Now that we have the foundational aspects taken care of (hopefully you’ve automated those processes by now – if not, go do that first).

We have a squeeze page, great value autoresponder, and something of value/interest to generate sales. This can be a free+shipping physical book, physical book, physical product, or digital product. The preferred method is to go all digital as it gives you infinitely more power to scale and automate things.  (ASM – the amazing selling machine, is a digital course that teaches all things Amazon FBA that sells at several thousand dollars. It is one of the most successful digital products with record breaking sales.)

Treat an online business like you would a brick and mortar business. The revenue potential is immense and you aren’t bound to your storefront having to manage employees.

When you have your funnels set up (always track conversions otherwise you are flushing money away and cannot scale up) you can buy more traffic.

There are a lot of traffic sources out there but to be honest you don’t need to use them all – and who has the time?

You need significant amounts of resources to be using a lot of different sources as it requires some time and budgeting to get enough data to make informed decisions. It is ‘stupid’ to say that a traffic source doesn’t work because you sent 5 clicks to a landing page when average conversion rates for most industries is 5-10%.  How much traffic to spend varies but you will learn as you go. Or, ask a mentor – find a coach to guide you.

PPC – Google Adwords, Bing, Yahoo Gemini are popular sources of traffic. Facebook Ads (use the CPC model and let FB auto bid for you) are an excellent traffic source that are still kicking ass in 2016. Just keep in mind that there is a right way and a wrong way to buy traffic. If you are completely new then it is suggested that you join a group on Facebook or pay for coaching. You will lose lots of money and give up if you go down the wrong path or do things without the right information – or no information. Also take advantage of YouTube indisplay/instream ads with TrueView.

Media Buys – If you want a simple way to get started in media buying go direct to blog sites with high traffic and contact the owner directly. Negotiate a deal to place a banner ad on their site in exchange for a monthly rate. With all of the websites available this is a very good way to score some cheap traffic in large volumes. Or, use a site like buysellads.com which has prequalified site owners (they take a commission).

Solo Ads – I had a course on this in the past but in general you want to work with reputable vendors that have good reviews. You can find solo ad vendors almost anywhere. This form of traffic generally works best for ‘work from home/biz op’ niches but can also work for virtually any other niche as long as there is a vendor with a large email list. The key to a good vendor is having one that has a good landing page. They won’t share that with you but you can imagine if their landing page ad copy says ‘opt in to make billions of dollars’ you probably don’t want those people opting into your list. There were sites in the past like nextmark/safe-swaps and so on that I would have recommended but recently they are flooded with garbage traffic. How it generally works is you pay someone to email their list. You will usually get a guaranteed number of optins with some overdelivering. If you want to give it a try just go on Facebook and search for solo ads groups. Like anything, there is a lot of spam but if you just want to give it a try go for it. Personally I find that working with people who don’t mail their list all kinds of junk from hundreds of other people and having an exclusive partnership works better.  Give it a try, test a small budget – nothing to lose and much to learn.

Kindle books – Just give them away for free and put your URL in the books that go to your landing pages. Amateur marketers try to make money on the front-end. The best marketers treat their online business like a real business and know that they make bigger money on the back-end. This is all very general. Sometimes a low ticket item actually converts better than a free offer due to a higher perceived value and also attracts better customers – or so you might assume. But what you can do in that case (if this is your thinking) is to first get the opt-in by giving something away and THEN having your paid offer (low ticket) that sells a small ticket item.

With online sales funnels you want to ascend customers up the value ladder bit by bit.

 

Imagine… You have an email list that costed less than $5000 to build with 10k+ targeted subscribers (very easy to do). They are receiving your autoresponder email sequence consiting of a e.g. 4 part video series with fantastic offer at the end (usually a high ticket offer). You could do a completely pure value funnel but if you have something that is really good then you should not feel bad selling your products. After all, you need to compensate yourself and reinvest into even better products to release and help more people. This is what major corporations are doing all of the time – reinvesting and releasing new versions. If people are bitching and complaining then you are doing things right. IF nobody is bitching and complaining then your email list simply isn’t big enough. Focus on the people who are happy and help them have greater success with your products. There will always be the rotten apples – simply remove them from your list so they don’t infest the rest of your community/tribe.

Say you have a product launch with 10,000 subscribers. You send out an email with a viral sharing element and that piece of content gets shared at least 2-3 times or more per subscriber. You just grew your list with your own list without paying for traffic (something you should still be doing anyways). But this is cool! Focus on giving value to your email list. You never know who is reading your emails and whose life you can change. Never sacrifice your integrity to make a quick buck. I see a lot of affiliate marketers doing this and it is a fast way to lose trust and subscribers.

You don’t have to be perfect or the best but you should deliver what you promise. Sometimes people don’t want to hear a story or get help from let’s say a Tony Rob.bins type of figure… They want to hear it from someone who is more like them. Always remember that people do business with people that they know, like, and trust.