Own the Map: Marketing Your Law Firm's Address Online (Paperback)
Nearly half the people who seek legal counsel choose a lawyer based primarily on where that attorney happens to be physically located. If done well, marketing campaigns - including search engine optimization, pay-per-click, remarketing, email, and social media - employ a precise local facet. Precision location targeting through these various channels transforms advertising costs into marketing investments. This book takes a detailed trip into the mind of the prospective legal customer. And in legal, that customer is almost always local. Own the Map highlights actionable marketing tactics that successful law firms employ to capitalize on the consumer preference for the convenience of location.
After leading marketing efforts for Avvo, Conrad Saam founded Mockingbird, an online marketing agency focused exclusively on the legal sector. Conrad is the author of The FindLaw Jailbreak Guide, he is a Google Small Business Advisor, and he has held various American Bar Association (ABA) Law Practice Management roles. A semi- professional bridge arsonist, Conrad enjoys publishing cease and desist letters from unscrupulous legal marketing vendors. He once bought the keyword "mesothelioma lawyer" for $4.76. Conrad is the proud owner of Zippy, the first and only chicken to be awarded the Lawyers of Distinction Top 10% Award.