The marketing funnel is a classic concept of marketing. It involves finding your market, letting them know you exist, explaining your suitability to their needs, convincing them to try you out, and getting them to commit. Digital marketing is a useful channel for applying these tasks. Mobile marketing just offers another outlet for your marketing funnel efforts. Search Engine Optimization and particularly mobile SEO should aim at helping you define your target market and getting their attention. The way you present your law firm on your site is your chance to explain your suitability and convincing the potential client to try you out. New features available to mobile sites, such as click to call, aid in getting people to call you and come in for an initial consultation so you can convert interest into sales.
This week’s SEO Trends report looks at features of mobile digital marketing that assist the marketing funnel. Search Engine Watch, Search Engine Journal, and Search Engine Land all have features on this topic this week.
If you are new to mobile SEO, you will find this easy-to-use guide a goldmine of information. The basic level of mobile marketing involves getting your website mobile-friendly. Following on from getting your presentation right, you also need to get signals into your marketing strategy though social media and local search indicators, such as maps and review sites. Mobile SEO is very closely linked to local SEO and you should aim to include both methodologies in your law firm’s marketing strategy.
As explained above, local SEO and mobile SEO go hand in hand. This report explains the application of local SEO in much more detail than the previous article’s overview. As you are much more likely to get your clients from your immediate neighborhood than from other states, integrating local search signals into your law firm’s digital marketing strategy makes sense. Now that more than 50 per cent of searches are performed from mobile devices, getting mobile SEO into your core digital marketing plan has become essential.
One of the action points covered in the first article detailed in this report covered testing your site. This article covers the methodology of using Google’s mobile-friendliness testing tool. Using tools such as this one is particularly important if you get your website programming done by a consultancy. It is also important just to go through every page on your law firm’s site yourself before it goes live. Testing a private version of a site before it goes live can avoid costly errors that might damage your firm if they are released to the public.
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The lack of space on the screen of a mobile device has caused website designers to seek space-saving visual signals. A growing standard to resolve space issues is to use the “hamburger” icon to tuck away the menu. Rather than having a strap along the top of a Web page showing the menu, this three-line symbol, pioneered by Google on the Chrome browser, is available for users to click on so they can see the navigation menu. Do people know what they mean? Is your website design hiding away all the supplementary pages of your law firm’s site by using the hamburger icon? This article explains the menu representation you can use on your site to make the hamburger icon easier to use.
The last stage in the marketing funnel is conversion. Most lawyers expect to complete this task in a face-to-face meeting, so, the furthest your website can take your potential customers along the funnel is getting the website visitor to call your office. This final step is a lot easier to facilitate on mobile sites than on regular websites, because of the click-to-call button. The beauty of the click-to-call button is that you don’t even need your own website to host it. The button can be placed in ads on other sites, and can even be integrated into your entry on Google’s results pages, if you have a paid entry. This article explains about collecting data to see which instance of a button got you most revenue. Don’t lose track of leads once they pick up the phone includes a link to a downloadable report, which explains the concept of call tracking in more detail.