Madison Marketing Group Blog

Attorney Inbound Marketing: The 7 Foundation Blocks, Pt. II

Following is part two of a three-part series highlighting the 7 Foundation Blocks of Inbound Marketing.

You can find the other two parts here and here.

Success with inbound marketing in the legal industry depends on having seven foundation blocks firmly in place prior to kicking off a lead generation campaign.

1. Target Market

2. Key Performance Indicators

3. Keyword Bank

4. Content Depot

5. Marketing-Ready Website

6. Social Media

7. Intelligence Tools

In today’s blog post, we’ll look closely at foundation blocks 4-5 and how they function within an inbound marketing plan for law firms.

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To Whom Should You Turn When Business Is Slow? The Answer Might Surprise You

As a picky eater, I’m always hesitant to try new restaurants. Sure the food looks good, but is it really my taste? If the food’s fairly priced, I may give it a go, but there’s no way I’m springing for a four-course dinner unless I’m confident I’ll savor every bite. 

It might take more than a glowing review for me to dig into this...

Ten years ago this hesitancy limited my dining out options to Subway and McDonald's –“double cheeseburger, no cheese, just ketchup, please.” But now, due in large part to the takeoff of digital marketing, I have broadened my horizons at last.

No longer do I have to take recommendations on faith; I can get actual reviews and in a matter of seconds. A simple scan through Yelp and a glance at a site’s testimonials is enough for me to know whether a restaurant appeals to me.

Though you may not be as picky as my when it comes to restaurants, chances are you’re not too eager to invest your hard-earned dollars in other businesses you know little about. Neither is your target market.

This is a concern of all marketing companies—how do you convince your customers of the value of your product? Your word alone won’t often be enough (who doesn't claim their product is the best?). So you need to get someone else to endorse you, someone who has nothing to gain by passing along a glowing review.

This person is your current customer. If you can turn him or her into your advocate, your business will boom. This 3-point plan adapted from Inc’s Geoffrey James will help you start:

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Do You Really Need That Comma?—A 4-Part Punctuation Refresher

We’re all guilty of making grammatical mistakes, most often out of sheer laziness. We’re texting while driving and the shift button is out of reach, we’re typing so fast we misspell a word, or we’re off on a tangent and start shortening every other word.

No big deal—generally. Most of us can deal with a misplaced comma in a friendly e-mail. But in the context of digital marketing, when, say, this e-mail is sent from a legitimate company, errors are a bit more irksome. We expect businesses to be professional, and rightfully so. Content someone is paid to write should be held to a higher standard than the casual text.

Content creators know this. Bloggers and copywriters (for the most part) take care to avoid grammatical slip-ups. Yet, continually, they appear. Why? Not because online writers are lazy but because, quite often, they’re simply unaware of certain errors. Ignorance, not lack of effort, is to blame.

Think about it—when is the last time you took a course in grammar? As someone who studied the art of language throughout college, I learned more about proper punctuation from my 10th grade students than I did my college professors.

Those who pursue a career in content marketing or any sort of writing, spend so much time learning the ins and outs of style, tone, and structure, they often forget the fundamentals. Out of simple ignorance their content lacks the credibility it would otherwise boast.

So here’s a refresher on the simple structures we so often misuse:

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Attorney Inbound Marketing: The 7 Foundation Blocks, Pt. I

Following is part one of a three-part series highlighting the 7 Foundation Blocks of Inbound Marketing.

You can find the other two parts here and here.

Success with inbound marketing in the legal industry depends on having seven foundation blocks firmly in place prior to kicking off a lead generation campaign.

1. Target Market

2. Key Performance Indicators

3. Keyword Bank

4. Content Depot

5. Marketing-Ready Website

6. Social Media

7. Intelligence Tools

In today’s blog post, we’ll look closely at foundation blocks 1-3 and how they function within an inbound marketing plan for law firms.

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How To Handle Negative Online Comments: A 3-Step Approach

If you’re in business, you can probably count on one hand the number of times someone has told you, to your face, everything they hate about your company. Obviously not everyone’s your biggest fan, but chances are those who aren't remain pretty tight-lipped when they're actually in your presence (or else it's just awkward).

Where they do let slip their criticisms is online, where many miles separate them from your actual office (and the real people who occupy it) and they feel much more at liberty to say exactly what they think about your organization—the good, the bad, and the ugly.

The downside to digital marketing is you can’t control these comments. If you allow people to engage with you via your blog and social sites (which is essential to success in the industry) you run the risk of negative reviews.

These reviews wouldn't be so hard to take if they weren't available for the world to see. But, such is the nature of social media, and because they are thrust into the public view, they demand your attention. Ignoring them will do nothing but tarnish your company’s reputation.

Instead, approach them thoughtfully. In dealing with negativity it can be helpful to have a plan in place so you don’t get caught in the heat of the moment and find yourself saying (or rather typing) things you will regret.

Next time a comment causes you to grimace, take a breath and try out this 3-step strategy:

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Tracking Inbound Marketing ROI in the Legal Industry

Inbound marketing results in the legal industry can be difficult to track accurately. 

From the client's perspective, choosing a lawyer relies heavily on in-person meetings and consultations to result in a final sale. While digital tactics can be great for leading prospects to an attorney’s office, it doesn't mean closed deals. 

With that said, there are two marketing ROI formulas relevant to legal professionals, and the formula your law firm will use depends on which services you offer and your target clientele.

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5 Landing Page Mistakes That May Cost You Conversions

Why do you engage in digital marketing? It’s cool, it’s convenient, it gives you an excuse to be on Facebook at work? 

"I'm hard at work, I swear"

These provisions are incentives, no doubt; but the real reason you’re turning to the web to market your company is the very same reason your company exists at all: to make money.

In the course of your daily work, it’s easy to get caught up in all the other goals, the steps along the path to securing a sale. Digital marketing demands you build a brand, attract leads and continually churn out content.

And while you must certainly focus on all these areas, you cannot forget that success in any is not an end in and of itself. Attracting leads is great, but unless you can convert these potential customers to real customers, you won’t benefit.

This is where the landing page comes in, the often over-looked yet core component of any marketing ready website. Without a landing page, you make it nearly impossible for customers to commit to your brand. Chances are, you know this (or will soon discover it), but merely having a landing page is not enough to prompt conversion.

At this point in the sales process, when you’re so close to sealing the deal, you do not want to drive people away. A poorly constructed page will do so. By avoiding these five common mistakes, you can make sure visitors come to yours to stay.

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8 Ways For Franchisors To Generate Ideas for Blog Posts

For franchisors who struggle with producing regular new content for their blog, have a hard time writing about a variety of topics, or are just getting started with content marketing, coming up with ideas for blog posts and other types of content might be part of the problem.

The good news is that there are plenty of topics out there that your ideal buyer is looking to read about. We've put together a list of eight ways for you to generate new ideas for your franchise blog.

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Why You Need A Content Marketing Mission Statement

Often at our digital marketing agency, someone will have a really cool idea. He or she will present it to the rest of us who sit, nodding along, fired up by the innovative approach. “That’s so cool—let’s do it!”

Most always the idea is cool (my coworkers are a creative bunch) but it’s not always in line with the goals of our agency. We usually discover this pretty soon, after the initial enthusiasm dies down. There have been times, however, that we've jumped straight into the deep and poured valuable time and resources into making this idea come to life—only to find out it really doesn't fit with our long-term goals.

The realization is not a fun experience; it’s a mentally and financially draining process. But it can be avoided. With a firm content marketing mission statement you can keep your excitement in check and pursue only those avenues that will lead you to your goals.

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HubSpot’s New Inbound Marketing Graphic: An Explanation

Inbound marketing software provider, HubSpot, has released a new graphic intended to offer an at-a-glance explanation of the methodology on which their software is based.

Marketing and sales professionals will recognize the graphic as a slight re-imagining of the traditional sales funnel analogy. It’s not perfect: HubSpot would do well to revise the graphic in order to clarify certain aspects of inbound marketing.

But, if you’re curious about the method, or still learning the theory behind inbound marketing, HubSpot’s new graphic (and accompanying web page) is worth a look: it does offer a more comprehensive explanation of the sales process as related to HubSpot’s flagship software than do previous attempts.

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Content Marketing: A Permanent Solution To The Digital Marketing "Tactics" Problem

In some ways, engaging in digital marketing has always been about playing catch-up.

As internet adoption rates increased, digital media and digital marketing agencies emerged in hopes of convincing business owners that the World Wide Web was no mere fad. In time, business owners realized that if they didn't have their own space on the web, they'd fall behind the competition.

But by the time that happened, Google had started to grow into the giant it is today and digital marketing had evolved with it. Internet marketers were tasked with convincing business owners who had only recently established their brands on the web that prospects and customers were looking for them using search engines, a conceptual truth that many still struggle to wrap their mind around today.

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