Insights from a Digital Marketing Specialist

For the past 12 years, I have been educating small business owners on the value of having a professional online presence. In that time as a digital marketing specialist, I have found one consistent trend to be true.  Too many marketing professionals are selling, instead of educating. The average business owner doesn’t want to understand every Google algorithm. They have one main question: How can I grow my business through better online visibility?

I have built some great relationships in the industry from my experience. In turn, I have been blessed to be invited to speak at over 65 events nationwide. These speaking events have ranged from major Bar Associations to local chambers of commerce. Even a few small networking groups . My goal always remains the same, to help business owners understand why they don’t need to rely on referrals. Knowledge is power to understand this ever evolving landscape online.

Here are the Top 5 Digital Marketing questions & answers to get you started:

Where can I advertise on Google? 

Yes, as basic as it sounds this is the #1 question I have received prior to starting a digital marketing presentation. The reason I believe is because the search results on Google continue to change. We now have Local Service Ads, Paid Search Ads, Google Local & Organic Search Results. The main ways to show up on the 1st page of Search Engines would be either through SEO or paying for advertising. Of course it is more complicated than that, but there is your simple answer.

How long does SEO take before I see results?

This answer depends on how competitive the market is that you are looking to be found in. If you are a Personal Injury attorney in New York City, you are one of 500 other lawyers. Every one of these attorneys are performing Search Engine Optimization. It may take 2 years before you get to the 1st page, if you start from scratch. A much less competitive target market or geography will provide you results much faster, in say 3 months. The key is how you differentiate yourself from the competition. Find a niche & attack it.

Why is Keyword research important for my content? 

How we speak and type when searching for services online changes based on where we are located. Google realizes this and tracks your search history. Scary, yet effective when we think about this. This means that before you write content for your website, ensure that you are performing keyword research. By aligning your content with a consumer’s search queries it allows you to be relevant. Focus on your target audience and have a specialist help you write your content.

Is Google Paid Search Ads a waste of money? 

Let me answer your question with another question. How is Google Stock price performing? Google makes a majority of their revenue from their Google Ads investments. If consumers don’t click on them, then they would have a problem. Google analyzes every interaction a consumer makes from the mobile device to their laptop. You better believe they help users design their ads to succeed. The key here is finding a marketing company who can help you advertise effectively.


Frustrated with marketing promises?

I completely understand how difficult it can be to know who to trust when every marketing company & sales man says their company is the “best” and they can guarantee or “promise” results. One thing we know in this world is that nothing is guaranteed. Okay, besides death & taxes- but not in regards to marketing results.

The reason is simple, it’s because Search Engines results are based on the most authoritative result found for the topic a searcher is looking for during a given moment when they are looking. Yes, you can buy ads but you can’t guarantee that you will always be the #1 result for every variation that someone may search just because you spend the most.


Where do I start my research for a Legal marketing partner? 

I have met some amazing people & have heard even greater stories- some which I can never share in public. However, I have learned that most individuals are just looking to find a business partner who shares their same vision and can help them reach their goals.

The best place to start looking when trying to find a legal marketing company is by contacting your local bar association & see who they personally recommend. This is the first step because bar associations are your inside guide- they are your eyes and ears into stories from many of the law firms in your local bar and know from personal experiences if a vendor should be trusted or not. They also can tell you who to avoid when you begin your search based on successful results or horror stories. Many times your local bar association will have Marketing Seminars or CLE’s where local speakers will come in to provide you with information on the hottest topics in online marketing today.

Being a Legal Marketing Specialist is a unique service offering for online marketing services and these agencies would be your best chance at achieving your business goals & a successful campaign. Keep this in mind when looking on Google and search “Legal Marketing Companies”, not just online marketing companies.

If you have more questions and would like to speak with a legal marketing professional today, Contact us today at (888) 530-2935 or fill out our online contact form to get started. By using a combination of search engine optimization (SEO), website design, pay-per-click (PPC) advertising, blog marketing and social media marketing, we help our clients increase their online footprint. We would be happy to provide you with a free SEO audit and let you know where you stand vs. your competition.

Sean Stonehouse Avatar
Author Sean Stonehouse