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Law firm marketing and business development strategies

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Discover What a Difference a Day Can Make to Your Law Firm Marketing

Posted in Law Firm Marketing, Rainmaker Retreat Boot Camp

Discover What a Difference a Day Can Make to Your Law Firm MarketingWe’re trying something new and you might be interested in tagging along if you want to supercharge your law firm marketing program.

For years, our Rainmaker Retreat legal marketing seminars have run for two days, a Friday and a Saturday. But what we’ve discovered is there is simply too much information to be disseminated on how to effectively market a law firm in 2018. We need another day!

So we’ve changed our upcoming sessions in Los Angeles (July 20-22) and Las Vegas (August 17-19) to include a bonus third day — Digital Sunday — devoted solely to advanced online marketing training as follows:

SEO

  • What it REALLY takes in 2018 to pull traffic from Google
  • 5 ways to get your firm’s website to the TOP of online search results
  • The 3-step blueprint to online lead generation success
  • 7 secrets to converting website browsers into buyers, including one tip that can increase conversion on your site by 35-40% virtually overnight 
  • How to get the most out of your SEO provider and how to know when it’s time to fire them

Paid Search, Retargeting and Geo-Fencing

  • How to maximize response rate while slashing your paid search budget
  • How to flat out steal business from your competitors’ own websites
  • How to follow up with 100% of your prospects automatically, in a manner that increases conversion by over 70%

Your Online Reputation

  • How to get feedback from 100% of your clients without risking a negative review online
  • How to address both positive and negative reviews online so that each brings you business
  • How to use online reviews to beat your competition, no matter what their marketing budget is
  • The top 5 ways to use your best reviews to boost conversion rates and maximize your marketing ROI

But wait, there’s more!

Register online for either the Los Angeles or Las Vegas Rainmaker Retreat and you’ll get a pre-event bonus: a free online presence assessment by Michael Veinbergs, CEO of Local Marketing Geeks, who is one of our featured speakers on Digital Sunday.

After you register, we’ll email you a brief questionnaire. Veinbergs’ team will spend two days researching your law firm and your competitors. You will receive a report on Digital Sunday that reveals exactly how your firm stacks up, what you’re doing well, where you’re falling short, and tailored recommendations for improvement.

We anticipate a full house; seating is limited so reserve your place now. Early Bird pricing — $697 for the full three days — ends June 24 for Los Angeles and July 18 for Las Vegas.

NOTE: Several attorneys who have already registered are bringing their families for a vacation, and these are ideal locations for you to do the same! Our hotel in the L.A. area is the Anaheim Marriott, which is within walking distance to Disneyland. In Las Vegas, we’ll be at the Four Seasons Hotel Las Vegas, a luxury 5-star hotel with access to Mandalay Bay resort and its famous Mandalay Bay Beach with wave pool, lazy river and tons of real sand.

How Marketing Automation Boosts Law Firm Efficiency & Effectiveness

Posted in Law Firm Marketing

How Marketing Automation Boosts Law Firm Efficiency & EffectivenessMost attorneys have a finite amount of time to dedicate to legal marketing, so having a process in place that nurtures a lead along the path to becoming a client and having data that demonstrates the most effective marketing tools for your law firm is a great benefit. That is what marketing automation delivers.

Among many things, marketing automation allows you to:

  • Identify, track and engage prospects online.
  • Segment your prospects for targeted messaging.
  • Nurture leads through drip email campaigns with no human intervention necessary.
  • Create and manage lead-generating landing pages.
  • Measure the revenue contribution of every email, e-newsletter or other marketing effort.

Email marketing is one of the most effective uses of marketing automation. Consider these statistics:

  • Companies that automate emails are 133% more likely to send messages that coincide with the purchase cycle of their customers.
  • Relevant emails drive 18x more revenue than broadcast emails.
  • Personalized emails generate up to 6x higher revenue than non-personalized emails.
  • The #1 reported benefit of email marketing automation is the creation of more and better leads.
  • Automated emails get 119% higher click rates than broadcast emails.

If you have not invested yet in marketing automation — either by purchasing and implementing a software solution within your firm or outsourcing to a marketing company that can deploy marketing automation on your behalf (like The Rainmaker Institute) — you probably don’t understand the true benefits in terms of saving time and money that marketing automation can provide for:

Social media — using automation for your social media posts and updates can save you more than six hours every week on managing your social media.

Dynamic content — being able to personalize offers and content based on a visitor’s past browsing history delivers an average increase of 20% in sales.

Content amplification — by automating your follow-up emails and outreach, you can increase your reply rate by up to 250%.

Client appointments — using an automated tool to set appointments can save up to 80% of time spent by your sales team on scheduling.

Lead nurturing — businesses that automate lead nurturing with precisely timed emails realize a 10% increase in revenue.

Marketing automation makes you smarter, faster, and more efficient — giving you more time to focus on growing your firm through activities that require your personal touch.

 

5 Keys to Effective Law Firm Development

Posted in Law Firm Development

5 Keys to Effective Law Firm DevelopmentGuiding the growth of your law firm takes a disciplined approach to law firm development. While you may not have learned much about the business of law as your pursued your JD, you will need to master certain business disciplines — planning, hiring, financial management, technology, and marketing — to make your firm successful. There are 5 keys to effective law firm development that demand your focus:

#1: Make a plan.

To start and run any business, you need to focus on the big picture, but you can’t let that blind you to the importance of detailing the steps you need to take to make your firm a success. Having a plan helps you keep on track to achieving your goals and make important adjustments along the way.

#2: Develop a team of Superstars.

You need to create a team that will make your business successful, bringing the best people onboard in the different disciplines you need for financial management, marketing, sales, etc., and ensuring they succeed by investing in the latest technologies to support their efforts. You have a limited number of positions to fill in your firm and you can only afford to retain superstars in every position. If you find a position filled with someone who is “good enough,” either eliminate the person or eliminate the position.

#3: Take care of business first.

Too many times lawyers focus solely on their clients without focusing on the bottom line. The result is devastating: not sending out invoices on time, not raising your rates for years, not actively cross-promoting other services your firm offers, and not staying connected with former clients. Be sure to put processes in place for each of these important disciplines so nothing falls through the cracks.

#4: Invest in technology.

Can you imagine practicing law without a computer or the Internet? In 5 years, you will be saying the same about financial management and marketing technology. For the 21st century law firm, you must take advantage of advanced technologies that make you more efficient and effective.

#5: Track the ROI of all your marketing programs.

With the increased competition and level of sophistication in the legal marketing industry, to get ahead you must be faster, smarter, and more effective than your competitors. Your ability to leverage digital and social media marketing and automate your marketing system will allow you to dominate larger firms with bigger budgets; however, every dollar must be accounted for and every effort must be measured for ROI.

Lawyers’ Guide on What, How & When to Post on Social Media [Infographic]

Posted in Social Media Marketing for Law Firms

Social media is so prevalent today that there is a ton of research out there on what marketers really want to know: what, how and when to post on social media.  Unfortunately, not too many of us have the time to scour all that research and organize the rich insights into information that will benefit us when we’re in a posting rut.

Worry no more.

Below are 4 infographics we’ve pulled together that tell you three critical things about posting on Facebook, Twitter, LinkedIn and Instagram:

  1. What type of content works best on each platform.
  2. How to write for each platform in terms of post length and use of hashtags and emojis.
  3. When are the optimal times to post on each platform.

Save each of these on your desktop for a handy reference when you’re getting ready to rev up your social media posting machine.  It is all research-based information from reputable sources (see list at bottom of post with links).  We’ve just made it easy for you to access (you’re welcome).

How, What & When to Post on Social Media [Infographic]

 

 

 

Sources:  MarketingProfs.com, Buffer Social, CoSchedule

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FREE Webinar: Leveraging the Power of Social Media

Leveraging the Power of Social MediaAccording to the ABA, over 90% of attorneys are on LinkedIn, but very few of them generate any referrals from it. Facebook is one of the most cost-effective marketing tools, but most attorneys overlook it.

Learn about the social media networks that will work best for your firm and how to leverage them to get more leads by watching my latest free webinar – Leveraging the Power of Social Media.

During this free one-hour webinar, you will learn:

  • 3 low cost marketing tools for maximizing your results from social media
  • The 3 biggest mistakes lawyers make with social media and how to avoid them
  • Top 10 steps to jumpstart your referrals on LinkedIn
  • Using Facebook to connect with potential clients and referral sources
  • How to get qualified leads on Facebook for 90% less than on Google PPC
  • How to use content marketing to position yourself as an industry thought leader
  • Insider secrets to getting more leads from your blog

If you want to discover real-world strategies that work for attorneys when it comes to generating and converting leads using social networks, learn how by watching this free webinar.

Register online now for immediate access to this free one-hour webinar.

Drop In On Us Today at Lawyernomics 2018 in Las Vegas!

Posted in Uncategorized

Drop In On Us Today at Lawyernomics 2018 in Las Vegas!

The Rainmaker Institute is a Gold Sponsor for this week’s Lawyernomics 2018 Conference in Las Vegas. Stop by the Palazzo Ballroom at The Venetian and visit the Rainmaker Institute booth, where we’ll be talking about the latest trends in law firm marketing and giving away an RC sports car to one lucky winner.

Avvo’s Lawyernomics Conference brings together thought leaders, legal tech innovators, and hundreds of attorneys for three days of inspiration, networking, and learning. It’s a dynamic, don’t-miss event for attorneys who want to excel at marketing their law firms!

Lead Conversion for Law Firms: Use These 6 Techniques to Boost Your Conversion Rate

Posted in Lead Conversion

Lead Conversion for Law Firms: Use These 6 Techniques to Boost Your Conversion RateThe art of lead conversion begins with an in-depth understanding of your prospect’s mindset.  You need to know their emotional triggers and their decision-making process and then leverage that knowledge to get them to act.

Use these well-proven persuasion techniques to increase your lead conversion rate:

Reciprocity. The need to repay a favor is deeply ingrained in human behavior. When you offer prospects a free ebook or newsletter, you subconsciously encourage them to offer something to you — their email address and permission to be contacted.

Commitment. Humans have a natural tendency to want to follow through on their commitments. It is part of our self-image, that we are reliable and trustworthy. If you can get prospects to make a small commitment — signing up for a free consultation — they are more likely to make the bigger commitment of becoming clients.

Social proof. People tend to want to do the things that other people do. On the Internet, that is known as social proof — which is why reviews are so widely used. Positive reviews of a product or service lessen the risk that we will be disappointed in our choices. There is security in numbers. Ways to demonstrate your social proof include having testimonials on your website to show others have been satisfied with your work and social media sharing.

Likeability. People buy from people they like and trust, so likeability is a big influencer. You can build trust and relationships by using videos and photos on your website and blog featuring you and your staff, associating your brand with charitable causes and by creating content that mirrors your target market.

Scarcity. People want what they can’t have. The theory of loss aversion — that people would rather avoid losses than acquire gains — is well proven in human psychology. Making limited time or one-of-a-kind offers — a webinar, a special report — will increase the desirability of those offers considerably.

Authority. For the most part, we trust and respect people in authority. Authority can be conferred via a title, an endorsement, or an enviable track record of success. Hosting and posting to a blog regularly can increase your authority, as can participation in LinkedIn groups and publishing in legal directories. Publicizing your awards and your wins also helps boost your authority.

Understood and applied correctly, these time-proven persuasion techniques can help you boost your lead conversion rates dramatically over time.

 

5 Common SEO Mistakes You Could Be Making with Your Blog

Posted in SEO for law firms

5 Common SEO Mistakes You Could Be Making with Your BlogAs a continual source of fresh content, blogging is a great way to boost your SEO while helping you build authority in your practice area. However, to optimize the SEO performance of your law firm blog, you need to be sure you’re not committing one of these five common mistakes:

  1. Too much focus on keywords.

Putting too much emphasis on optimizing blog content for keywords is a common error. Even if your primary objective for your blog is SEO, you can still obtain a good ranking with content that isn’t optimized for keywords. How? By crafting content that is well written and unique and promoting it heavily on social media and email, you build authority, which is also an important ranking factor for SEO.

  1. Not including internal links.

Many marketers focus solely on external links without realizing that once you have established enough authority for your blog, you can use internal links to rank for your important keywords. Internal links let search engines know which pages on your site are important. As you create new posts, link to older posts that have proven popular in the past to drive traffic to your best content.

  1. Neglecting to promote older posts.

Promoting older content is a great way to boost SEO, but is usually neglected by bloggers who tend to focus only on pumping out new content. There are several ways to do this:

Update and relaunch — take a good evergreen article you’ve written in the past and update it with new information or add more content to lengthen your article, then repost it with a note at the beginning that you have updated the post. Be sure to remove any old links that are no longer relevant.

Promote on social media — use a social media scheduling tool to schedule social sharing for older posts to drive traffic to them on an ongoing basis.

Autoresponders — send autoresponders to new subscribers to your blog that direct them to older content they haven’t seen yet.

Email — include links in your e-newsletter or launch an email series that includes links to evergreen posts of interest to your target audience.

  1. Not publishing frequently.

Firms that blog frequently get more traffic. In fact, research shows that companies that blog 16+ times per month get 3.5 times as much traffic as companies that only post a couple of times per month. If you blog for SEO reasons, then you need enough content on your blog to attract search traffic.

  1. Worrying too much about post length.

While long-form content has been shown to outperform short content when it comes to SEO and social sharing, putting out lengthy posts just for the sake of length is not a good strategy. What counts is the quality of your content. Also keep in mind that most people prefer shorter content, spending an average of 37 seconds on an article, according to a Newscred study. The best practice is to write both short and long posts and then check your analytics to see which ones resonate best with your readers.

Elements of Top Converting Landing Pages [Infographic]

Posted in Lead Conversion

Landing pages are critical when it comes to converting visitors to your website, blog, social media post or e-newsletter into qualified leads. So if your law firm marketing is directing traffic to the home page of your website instead of a dedicated landing page, you are missing a big opportunity to capture more leads.

In fact, dedicated landing pages have been proven to more than double conversion rates when compared with website home pages. This is because they are created specifically for converting leads, featuring specialized content and offers that appeal to a targeted audience.

To make your landing pages pay, you need to know the basics about how to create a highly effective landing page.  You can start by reviewing the infographic below that details a recent study of landing pages by Unbounce, which analyzed more than 18,000 landing pages to determine benchmarks for conversion, traffic, speed and content. Use this data to build landing pages for your law firm and see if they convert better than your old landing pages.

Elements of Top Converting Landing Pages [Infographic]

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FREE REPORT: Why Your Law Firm is Failing at Lead Conversion

A topic that should be at the top of every law firm’s radar is how to improve your intake and lead conversion. This skill is woefully overlooked by most attorneys, who continue to focus 99% of their efforts and money on lead generation, fallaciously thinking this will solve their declining revenue problems.

Logically speaking, why would someone continue to spend an increasing amount of money on lead generation if they aren’t doing everything they can to actually convert those leads into paying or retained clients?

Lead generation too often comes down to a firm’s financial ability to “throw money at the problem,” but a lead conversion system can level the playing field and give small firms a true unique competitive advantage.

In the new free report, Why Your Law Firm is Failing at Lead Conversion, you will discover:

  • The 12 critical steps to set your law firm apart and convert more leads into clients
  • The shocking results of our secret shopper calls to 126 law firms
  • How to create a true, unique competitive advantage
  • How to dramatically improve your intake process to convert more clients

Get your FREE report now on Why Your Law Firm is Failing at Lead Conversion and start succeeding at turning prospects into clients!

 

Register Now for My FREE May 2 Lawyer Training Webinar on How to Manage Your Marketing

Posted in Law Firm Marketing

Register Now for FREE May 2 Lawyer Training Webinar on How to Manage Your MarketingAs part of Affinity Consulting’s Customer Appreciation Month, I will be presenting a special 30-minute training webinar for lawyers on how to effectively manage the marketing of your law firm on Wednesday, May 2, at 1 p.m. ET/10 a.m. PT.

During this free training webinar, you will learn:

How to get started on a law firm marketing program.

How to select the right marketing tools for your firm.

How to micromanage the client experience.

This webinar is designed to teach you what you didn’t learn in law school about running a law firm like a business, with a focus on how to market to the right audience and the steps you need to take to out-market your competitors. I will address the struggles every attorney must face as you balance your passion for the law with the challenges of growing your practice via proven marketing methods.

While not every attorney will rise to Rainmaker status, every attorney can do something to market and grow his or her practice. During this free webinar, I will provide step-by-step guidance on how to launch and sustain an effective law firm marketing program and provide you with performance-proven marketing tools you can use immediately to boost your bottom line.

In the end, your business will be driven by your vision — and the process of developing that vision is critical to your business success. Emulating someone else’s business model simply because you don’t want to devote the time and resources to developing your own law firm marketing plan is fraught with a number of dangers. For example, if you copy someone else’s business model, you will likely wind up copying their mistakes as well. You can also miss opportunities that are perfect for your business because of your distinctive experience, knowledge, background, location, or target demographics.

Register online now for my free 30-minute training webinar specifically for lawyers on how to manage your law firm marketing on Wednesday, May 2, at 1 p.m. ET/10 a.m. PT.

Google Adwords: 8 Tips to Amplify Your ROI on PPC Ads

Posted in PPC Advertising

Google Adwords: 8 Tips to Amplify Your ROI on PPC Ads

The following article appeared in the most recent issue of Attorney at Law Magazine:

Adwords or pay-per-click advertising (PPC) for law firms can really pay off for lead generation, but only if you know what you’re doing. Eighty percent of the most expensive Google PPC keywords are related to the legal profession, so you want to be sure you are putting your money into PPC efforts that can yield the best results.

Here are the top eight tips that will enable you to create PPC Adwords campaigns for your law firm that will deliver more clicks that convert at a lower cost, bolstering your ROI:

  1. Create a unique landing page for your Google ad.

You can’t send your PPC traffic to your website and get results; you need to create a unique landing page for every Google ad you run, with content that delivers on the promise you made in the ad. Each unique landing page should mirror the keyword(s) from the ad that was clicked and offer enough information for the potential new client to conclude that your firm is “the one.” Caveat: the click-to-call mobile ads that we’ll discuss in tip number eight do not require landing pages.

Consider including video on your landing pages to increase the trust factor. Shoot a video of yourself (yes, you can use your phone) explaining what their first visit to your office will entail or talk about what your firm does, focusing on what differentiates you from other firms. Testimonials from former clients, video or written, add credibility and are recommended.

In addition, you need to name your landing page URL properly. Having a landing page URL that reinforces your ad promise and keywords will help your ad’s quality score (we’ll get to quality score in tip #2. Use a concise phrase in your landing page URL like “www.yourURL.com/Free-Consultation,” instead of something generic like “/landing.”

  1. What is a quality score and why you should care?

Your ads’ quality scores are a big deal. They are the shiny trophy on your mantle in Google’s eyes. You want to have the highest possible quality scores because high scores will lower your Adwords cost per click and cost per conversion, give your ads better positioning on search engine results pages (SERP) which means more potential for conversion of new clients, plus it gives you the satisfaction of knowing you’re managing Adwords the right way.

For reference, quality scores range from one to 10. Four is the lowest score you should accept and always strive for better. The higher the score, the more signed clients for you at the lowest cost.

To determine your ad’s quality score, Google uses an algorithm that weighs many factors such as:

  • Landing page relevance and quality.
  • Each keyword’s relevance to its ad group (An ad group contains several ads written for a specific topic; several ad groups comprise an ad words campaign. The campaign hierarchy works like this: Your campaign is titled Personal Injury. Within this campaign you have three ad groups: Car Accidents, Motorcycle Accidents, Wrongful Death. The number of practice areas you have typically determine the number of campaigns you’ll need. You can have as many ad groups, campaigns and keywords as you need).
  • The relevance of your ad copy (features, benefits, call to action).
  • Your click through rate (CTR).
  1. Why CTR is important.

Click through rate is determined by the total number of clicks on your ad divided by total impressions during a selected time frame. The higher the CTR, the higher your quality score and the lower your cost becomes. CTR has the highest weight in determining your quality score.

What is your law firm’s ideal CTR? Due to the strong competition within the legal profession, it holds one the lowest CTR across all Adwords categories. That said, don’t compare your CTR with your brother-in-law’s e-commerce store, as it is known to have the highest CTR of all industries. In other words, set the benchmark for your law firm’s CTR to 1.35 percent. If you exceed it, celebrate. If you fall below it consistently, you need to keep fine-tuning and testing your ads, keywords and landing pages to create the iterations that score well.

  1. Use the right keywords in your ads.

An easy way to think of keywords is to imagine what potential new clients might type into Google search to find the services you offer. Make a list and see what you come up with, then compare them with what you find in one or more free top-rated keyword finder tools:

  • Google Adwords Keyword Planner (you already have this!).
  • WordStream Free Keyword Tool.
  • KWFinder
  • MOZ’s Keyword Explorer.
  • SEMrush

A keyword is one word such as “lawyer;” a keyword phrase is usually several words like “experienced trial lawyer,” but you’ll hear them used interchangeably, so don’t get them confused. A longtail keyword is when someone searches for a “top child custody lawyer who can help me keep my kids.”

What about negative keywords? Use them, as they will save you money from unwanted clicks. For example, you’re a bankruptcy attorney but you keep getting people clicking on your ads (and you pay for that) who need help with a traffic ticket or a lease dispute. Simply add “Lease, landlord, tenant, rental” to your negative keywords list and next time someone searches for a tenant dispute lawyer in your area, your ad will not be shown. Just remember, positive keywords invite them in; negative ones keep them out. In your Adwords dashboard, use the Search Terms Report to see the search queries people typed into Google to trigger your ads. You’ll find lots of negative and positive keywords there.

Your main keyword or key phrase needs to be incorporated in your ads along with a relevant benefit and call-to-action. Don’t be afraid to experiment to discover what speaks loudest to your target market.

  1. Narrow your focus with keyword match types.

Keyword match types are parameters used to control your keywords to trigger ads. The four different types of Adwords keywords match types are: Broad Match, Broad Match Modifier, Phrase Match and Exact Match. You may want to think of each keyword match type as a fishing net. For example, if you had a broad match keyword phrase of “divorce and custody attorney consultations,” your ad will trigger any searches for divorce, custody, consultations, attorney and any possible variation of those words including misspellings, synonyms and relevant variations. You could end up paying for clicks for someone looking for “cheap divorce lawyer” “men’s divorce lawyer,” etc. Broad Match is Adwords’ default setting, so be careful there. The legal profession has little or no reason to ever use broad match.

But there is a relatively new Broad Match Modifier — lovingly called “Broad Mod” by users — that allows you to append a “+” to a specific word in your keyword phrase that you want to use. For example, if you are using “divorce attorney,” add “+” in front of divorce to ensure only “divorce attorney” will trigger your ad, instead of every type of attorney that a Broad Match would trigger. Broad Mod is an Adwords user’s favorite because of its power and flexibility.

Phrase Match is a favorite among Adwords users and it works best when using a two-word keyword phrase. Let’s use the Phrase Match “accident attorney.” Your ad will be triggered for any type of accident attorney, such as an auto accident lawyer, a car accident attorney, a bicycle accident attorney, etc.

Exact Match is just that. It’s the most restrictive match type that you’ll probably use as rarely as you use Broad Match, but for the opposite reason. Exact Match’s fishing net is tiny and garners few results.

  1. Prioritize calls over clicks. No landing page needed.

More Google searches are performed on mobile phones than any other device, so you should consider focusing on call-only paid mobile advertising campaigns. Google launched its new call-only campaign earlier this year. Instead of a headline, your ad will feature your phone number that connects a searcher to your intake team. Just be sure you have the capability to have your phones answered 24/7 before opting for call-only campaigns. These campaigns can work great for personal injury firms where someone who’s just been in an accident or is lying in a hospital bed can reach out quickly.

  1. Use ad extensions and sitelinks.

Ad extensions are a set of features, or “snippets,” that increase the size, or footprint, of your Google ad as they allow you to offer more compelling information that you couldn’t fit into the limited character count of your ad. Ad extensions make your ad stand out, improve your quality score and your click through rate.

An ad extension can include location, phone, reviews, sitelinks, callouts and many more information bites that assist potential clients in making a buying decision. As you might imagine, Google has an algorithm that determines which ad extension(s) or sitelinks take precedence.

Google also offers a click-to-text messaging extension where potential clients can text you their questions. Again, be certain you have someone on-call to answer incoming text messages. Personal injury clients and their families who need immediate help use this service most often. Engagement via text messaging increases when you use this Google service.

  1. Invest in display ads and retargeting

One of the keys to standing out among your competition is to invest in remarketing via ads on Google’s Display Network. Display ads are banners that you see on other sites across the Internet. Have you ever wondered how a website you visited keeps following you around when you’re on other sites? This is remarketing and you don’t need a big budget to do it. Most prospects visit more than one website when researching attorneys, and remarketing gives you a great opportunity to stay top of mind when prospects are doing their homework.

Google isn’t the only game in town in terms of a self-service retargeting tool, but it may be your easiest bet. With a small retargeting budget, it doesn’t make financial sense to hire a retargeting agency, so the self-service tools such as AdRoll, ReTargeter, Facebook, Perfect Audience and ExactDrive are smart alternatives.