In the last six months of 2011, the hours of video being streamed online grew by 93 percent.  Using Youtube for marketing your videos can help you save money and get seen by more viewers.  If you're considering using Youtube video marketing, you need to read this guide.  You'll get an overview of the basics of Youtube marketing, including what a “viral video” is and how to start using Youtube for marketing campaigns.  At the end, you'll also find out how to share your Youtube video marketing with social media and social bookmarking sites.

How Youtube Video Marketing Works

While some attorneys buy direct video advertising on Youtube, many law firms prefer to have Youtube be a free marketing tool.  Using Youtube for marketing doesn't have to cost very much, because you don't actually pay for the bandwidth that gets used when people play your video online.  Instead, Youtube pays these costs.

How does Youtube make money?  By selling ads all over the website, from the nearly half million dollar per day front page display ad to small text ads when you make searches.  The ad supported nature of Youtube marketing does mean that ads are going to appear next to your videos, which you should keep in mind.

In addition to paying for the bandwidth, Youtube for marketing is great because it gives you a stable, easy to use interface for uploading new content.  If you've ever had any difficulties with a web hosting provider, you know how frustrating it can be to wait for a system to come back online so you can do your uploading.  Using Youtube for marketing takes these frustrations away, because Youtube video marketing takes only a few minutes to set up.

What's a Viral Video?

On the internet, you don't always have to be the person to tell other people about your Youtube video marketing.  Your Youtube marketing can actually spread all on its own, through the power of viral video.  When a video “goes viral,” it's spread by hundreds or thousands or even millions of people to their friends and family.

Because Youtube offers such great ways to interface with other social media networks, you may want to use Youtube for marketing your first viral video.  Keep in mind that it's fairly likely that your first attempts at Youtube video marketing will be watched by only a few people.  By looking at other examples of Youtube marketing that have recently gone viral, you can get a good idea of what works and what doesn't.

Often, viral Youtube video marketing relies on humor or unexpected situations.  While you can certainly use both of these when using Youtube for marketing, law firms should also be careful to protect their professional reputations and images.  Clowning around is fine, but if it makes potential clients think that you don't take the law seriously, your Youtube marketing will have backfired.

Youtube Video Marketing Packages

Even though it's relatively easy to start using Youtube for marketing, doing it successfully often requires some experience and know-how.  Because of this, you may want to ask a Youtube video marketing company to help you put together your first set of videos and search engine optimize your content.

Often, Youtube marketing packages will include a number of short 2 or 3 minute videos (sometimes as many as a hundred or more), all recorded in a relatively short amount of time.  It's always a good idea to have a large number of Youtube video marketing campaigns made up in advance, so that you can steadily use Youtube for marketing without getting sidetracked by other firm business.

Rules For Great Youtube Video Marketing

The best Youtube marketing won't look like an advertisement for you or for your firm.  Do you really want to watch video of someone bragging to you about their accomplishments or their job?  Then why would your clients?  Avoid Youtube video marketing that sounds like a rehash of your “About Us” page or your lawyer bios on the firm website.

Your Youtube marketing videos should all be relatively short.  Don't make any of your Youtube video marketing longer than about three minutes, at least not when you've got a new Youtube channel.  If you later want to have that amazing 20 minute question and answer session, you can do it after you have a huge following already.

Any time you get a great follow-up question as a comment to one of your Youtube marketing videos, you should record a video response.  Keep your response concise, and don't give specific legal advice, but you can talk about what a person can do in typical situations.

Finding Your Youtube Video Marketing Niche

Odds are, you're not the first lawyer who works in your practice area to think of using Youtube.  To stand out from that crowd, you'll need a niche or a gimmick.  Since coming up with a gimmick can often feel unprofessional for attorneys, you can instead think of a very small niche area of the law where you can show off your expertise and draw in closely targeted clients.

Once you've decided on a targeted niche for your Youtube marketing, you can start developing topic ideas.  Try using recent cases in the news, or common misconceptions that people have about the area of law you're specializing in.

Sharing Your Youtube Video Marketing

Using Youtube for marketing is even better when you use it to showcase videos on multiple social media platforms.  Linking your Youtube videos to Facebook, LinkedIn, or Twitter couldn't be easier, and you'll be able to quickly see whether your existing social networking connections are sharing your posts.  This is a great way to gauge the quality of your Youtube videos—you'll want to make more videos like the ones that get shared frequently.

Keep in mind that often, your best “marketing” personnel in today's social media world can be the people closest to you.  If some of your friends or family members are very influential in social media circles, ask them to share some of your content!

Youtube videos that are seen as advertisements for law firms are only trusted by 14 percent of viewers.  This means that in order to have a good strategy for marketing with Youtube, you need something better than an ad.  Keep reading to find out which marketing style you have, and what other marketing styles your law firm could take advantage of with its Youtube videos.

Marketing With Youtube, Style #1: The Informer

Of all the types of people who start marketing with Youtube, The Informer is probably the type that you're most likely to start out being.  Because lawyers have so much education, they've already absorbed a great deal of information by the time they've passed the bar.  It's a natural fit, then, to start sharing that information as part of your Youtube marketing strategy.

When The Informer starts marketing with Youtube, he needs to pick a topic that he's a genuine expert about.  It's always bad Youtube marketing strategy to talk about issues you only have a partial understanding of, because there's always someone who knows better and will be more than happy to hijack your comments section to tell you how you're wrong.

The biggest problem with being The Informer is that this Youtube marketing strategy can sometimes leave you with a bored, unengaged audience.  Marketing with Youtube doesn't have to be boring, even if you're being informative.  If you're The Informer, consider ways to make your delivery and presentation more exciting so people keep watching.

Marketing With Youtube, Style #2: The Comedian

A second type of person starts their Youtube marketing strategy by being funny and unique.  Being The Comedian isn't necessarily a bad idea when you're marketing with Youtube.  Studies show that people are very likely to respond to funny video content, taking actions like sharing a video via email or a social networking website.

Unlike The Informer, The Comedian doesn't have problems engaging his or her audience.  Instead, The Comedian deftly handles questions by making jokes, then giving a more serious answer.  The only problem with using this Youtube marketing strategy is that it can be harder for The Comedian to be taken seriously if he uses comedy too much.  Never be unprofessional when you're making comedy, and you can be The Comedian without turning people off.

Marketing With Youtube, Style #3: The Cross Promoter

The Cross Promoter is never content to just stop with Youtube marketing strategy.  As soon as he's posted a video, he's already talking about it on Facebook, LinkedIn, Twitter, and his blog.  “How does he have all that time for marketing with Youtube?” you may wonder.

Many times, people who use this Youtube marketing strategy are actually using software packages that allow them to post to multiple websites from a single dashboard.  This can save you a lot of time if you're using the strategy of The Cross Promoter to get your voice heard across several different social media platforms.

Being The Cross Promoter is a great Youtube marketing strategy from a search engine optimization standpoint.  More links to and from your website will always help you look better to searches.  Be careful, though, that you're not overhyping your marketing with Youtube.  Too much hype can turn people off and make them less likely to appreciate your Youtube videos for what they are.

Marketing With Youtube, Style #4: The Direct Advertiser

If you're impatient about implementing a Youtube marketing strategy, you may be The Direct Advertiser.  When The Direct Advertiser wants to start marketing with Youtube, he thinks about the options for actually advertising his videos elsewhere on the web.

There are a number of ways for The Direct Advertiser to make this Youtube marketing strategy work to his advantage.  You can use the demographic microtargeting abilities of LinkedIn or Facebook to create direct ads that link to your videos and are targeted at just the right audience.  You may also want to include the web address of your Youtube channel on business cards and in any direct email marketing materials you are using.

Marketing With Youtube, Style #5: The Answerer

One easy Youtube marketing strategy that almost any attorney can implement is the strategy of The Answerer.  Instead of having to come up with his own topics for marketing on Youtube, The Answerer starts by looking for questions that real people have about his specialty area of the law.  Once he finds one of those questions, The Answerer puts his legal knowledge to work by recording a video that answers the question in a helpful, informative way.

If you're having trouble getting enough people interested in your Youtube channel because you've been The Informer, transitioning to being The Answerer may get you more traffic.  People like having their questions answered, and are more likely to share this kind of content on their news feeds.

The Answerer needs to avoid potential ethical or liability issues by refraining from giving specific legal advice.  He should also try not to make his answers too long—regardless of how you're marketing with Youtube, the most viewed videos are all under five minutes long.

Marketing With Youtube, Style #6: The News Feed Junkie

Legal news is happening constantly, and The News Feed Junkie knows it all.  If you're always the first to know what has happened, being The News Feed Junkie can be a great Youtube marketing strategy.  Try marketing with Youtube by talking about the latest legal news events and court cases—you'll be able to draw people in without needing to resort to comedy stylings or question and answer sessions.

This can be a strategy used by nearly any type of attorney, and the best part is, it frees you from having to come up with a lot of ideas totally on your own.  You can instead set Google News to send you alerts whenever relevant legal news articles are posted, then just make Youtube videos that give your opinion on the case and where that area of law is heading next.

In just a few years, Youtube has grown from a small startup to one of the web's biggest companies.  Today, 25 percent of all bandwidth on the mobile web is consumed by streaming Youtube videos.  The website, with its famous “Youtube: Broadcast Yourself” slogan, serves 52 percent of all videos streamed worldwide.  How can you make Youtube videos work for your law firm?  Keep reading to find out.

The Problem With Videos—And How Youtube Videos Solve It

Study after study shows that videos are a great tool for legal marketing professionals.  Videos increase conversion rates significantly, and it's usually a good idea to have multiple videos on your law firm's website to increase the likelihood of visitors staying and eventually becoming paying clients.

However, videos have a problem: they're big.  A video file takes up much more room than an audio file, and that makes it difficult for many law firms to host videos on their own.  If you decide to host your own videos, you could easily end up on the hook for huge bandwidth charges from whoever is providing your web hosting services.

When you use Youtube to broadcast yourself, though, you'll be able to have video without using your own bandwidth.  Because Youtube is ad supported, the individual uploaders of Youtube videos don't have to pay for their own hosting or the bandwidth used.  In fact, if you're successful enough at using Youtube to broadcast yourself, you can actually make money from advertisements displayed next to your Youtube videos.

The Importance of Professional Production

It seems like practically every device today contains a camera, and many of those cameras are set up to quickly record and share video.  However, when your law firm uses Youtube to broadcast yourself, you shouldn't just use consumer video equipment to record your Youtube videos.

Why not?  Because these consumer devices simply don't give you the kind of video quality that most Youtube viewers are looking for, especially from a law firm.  You may be able to use Youtube to broadcast yourself with a cheap camera if you're just recording personal video blog entries, but professionals should stick to professional equipment.

If you don't have professional video recording equipment, you should consider hiring a professional company to help you produce Youtube videos.  Professionals can help you script your videos and display them on Youtube appropriately.  You'll be much better able to use Youtube to broadcast yourself if people see a professional, great looking video.

What Should My First Youtube Videos Be About?

Given the famous slogan, “Youtube: Broadcast Yourself,” it can be really tempting to make your first video all about you—a Youtube introduction, of sorts.  What you may not know is that when potential clients see Youtube videos where all you talk about is you or your law firm, they tune out—fast.

Attention spans on the internet are short, and most people don't trust or have time for a video that turns out to just be a self-serving advertisement.  Instead of using Youtube to broadcast yourself saying the same things that you might say in a thirty second television spot, consider making your Youtube videos about answers to common legal questions in a legal field you're an expert in.

When you're first starting to use Youtube to broadcast yourself, it's a good idea to keep the vast majority of your videos very short—usually just 2 or 3 minutes long.  Don't try to cram too much into those few minutes in your Youtube videos.  If you need more time for a topic, try to divide the topic into two or three different sub-topics, and make a unique Youtube video for each one.

The Importance of Titles

When you use Youtube to broadcast yourself, your Youtube videos will also be indexed by search engines like Google and Bing.  If you're already used to search engine optimization, videos work very similarly to websites, except that their titles are even more important.

You'll want to make sure that your Youtube videos have titles that are clear, direct, and contain a relevant keyword or keyword phrase that people may search for.  You'll also want to search engine optimize the description that Youtube will place underneath the video.  This description field is also a good place to use Youtube to broadcast yourself by linking to your firm's website.

Channels, Comments, and More

The more of your Youtube videos a visitor clicks on, the more likely they are to eventually become a client.  That's why it's best to create a Youtube channel so you can better use Youtube to broadcast yourself.  With a Youtube channel, you can create custom playlists so that your videos play automatically, one right after another.

You should also familiarize yourself with the comments system for Youtube videos.  Turning comments off on your Youtube content makes it much more difficult for your channel visitors to interact with your or ask questions.  

While it's true that not all comments for Youtube videos are positive, just let the occasional negative comment roll off your back—many of these comments are left by people who wouldn't make a positive comment no matter what.  Consistent negative comments may be cause for concern, and you should look at these comments as good feedback for your future videos.

Getting the Word Out

To make the most of your Youtube videos, you'll need to do more than making them highly search engine optimized.  Consider including your Youtube channel's web address on your business cards so that potential clients can check out your video content and get a feel for how you answer questions.

You should also try to use Youtube to broadcast yourself to a wider audience on social media websites.  Because Youtube videos can so easily be embedded in other content, it's easy to share this content with as many people as you're connected to on Facebook, LinkedIn, or Twitter.  You could even try submitting your Youtube content to news aggregator or social bookmarking sites like Reddit or Digg.
 

How to make Improvements to your Site with Search Analytics

What is the Most Popular Search Analytics Tool?

According to a report released by BuiltWith on April 6, 2012, about 15,429,942 websites were using Google’s site search analytics program called Google Analytics.  The figure shows that about 60% of the top websites are using Google Analytics, while other top websites are using software like SEOmoz and others.

General Uses of Site Search Analytics

Search analytics will help a legal website and its operator determine statistics for search engine marketing (SEM) and search engine optimization (SEO).  Additionally, search analytics will often provide search trends, reverse searching, advertisement statistics, website comparisons, keyword monitoring, and more—all of which can increase efforts to bring in more clients than other firms in the area. 

Types of Searches

There are two types of searches that are used within search analytics.  The two types are briefly described below:

External Search

An external search involves keywords that prospective clients use before they arrive at your website through a search engine such as Google.

Internal Search

An internal search occurs when a client has already arrived at your website and uses the search feature provided on your website, a common type of search in legal websites and blogs.  If you want to set up site search analytics for internal searching with Google Analytics, you’ll have to perform a few additional steps. 

Reports for External Searches with Google Analytics

You should review search analytics for external searches to see how many people are visiting your website and get an idea for what keywords or keyword phrases are bringing in the most clients.  In order to review data for external searches, you can click on the “keywords” box located on the dashboard for Google Analytics.  Here you can view the five search terms that are responsible for bringing the most traffic to your website. 

Additionally, you can view the time/visits graph that indicates the amount of traffic that keywords have brought in over the last month.  While using these tools, it’s a good idea to review the following information:

Specific Keywords

An important aspect of site search analytics is to see if your expected keywords are bringing in potential clients.  For example, if you’re a family law attorney, you’ll probably expect keywords such as “divorce law,” “family law attorneys in [your location]” and more. 

You should also look for keywords you didn’t expect to possibly improve content on your website.  For example, does the search analytics show that people are arriving at your webpage with keywords that relate to , adoption, child custody, or other terms?

Bounce Rates

One of the most important features to examine within site search analytics is your bounce rate, or how many people arrive at your site and don’t find

what they’re looking for.  One of the most important pieces of information to look at under the site usage tab is for the landing page. Consider adjusting your “call to action,” title, content, and more if bounce rates are high.

Trends

Search analytics under Google allow you to filter keywords to see what information consumers are viewing the most on your website.  In order to filter your terms, you’ll have to select a minimum number of page visits and then click the “Filter Keyword” option.  After you find certain trends, you can make adjustments to the content to attract more of the same consumers or target other clients. 

Site Search Analytics for Internal Searching

As mentioned above, search analytics for internal searching provide data on what terms clients are searching for on your website.  Basically, data on internal searches shows what information consumers cannot find on your website or at least information they’re having trouble finding.  If you site search analytics determine that consumers are searching for something you don’t offer, you should consider introducing these terms into your website. 

Steps Required for Setting up Internal Search Analytics

Internal site search analytics can be setup by closely following the steps listed below or you can go to the Site Search option in the left-hand menu on Google Analytics. 

1.       You’ll need to figure out what URL is being used for the search feature on your website and how it compares to the original URL. 

2.       After you’ve found the variable, you’ll want to click “Edit” under the “Analytics Settings.”

3.       You’ll be taken to the Profile Settings for your website, and you’ll want to click “Edit” again on the right-hand side of the box. 

4.       In the Edit Profile Information page, you’ll want to select the “Do Track Site Search” option.

5.       In the “Query Parameter” option, enter the URL variable and click “Save Changes.”

You’ll now be able to view internal site search analytics by using Google Analytics, and there are certain things you should determine while using the search analytics:

1.       Do the search analytics indicate that people are searching for something that currently on your website?

2.       Are there search items for things that are unrelated to your website?

Pages to View with Google’s Internal Site Search Analytics

Firstly, you should consider reviewing the usage report within the search analytics.  This is a simple comparison that can tell you how many people are searching internally compared to how much visitors to the website are not using internal searching. 

Secondly, you should use the Start Pages report as well.  This report allows you to examine what pages visitors are on when they start to use your internal search tool.  These results from the site search analytics can help you determine faults in the navigability of your website or even dead ends. 

Conclusion

Using site search analytics along with other types of web analytics can help you improve your SEO and SEM.  The process is an ongoing project, and you’ll find that you’ll need to constantly adjust the content on your website to meet a client’s needs. 

Search Engine Optimization Tips and Techniques

Why use Search Engine Optimization Services?

Google search engine optimization or SEO for any other search engine can easily increase the amount of web traffic to your website.  Attorneys may choose to hire search engine optimization services, or they may decide to handle their website and marketing themselves. 

If you want to handle Google search engine optimization yourself, this article will provide you with valuable search engine optimization tips that can increase clientele and save you from branding your firm with a bad reputation. 

General Search Engine Optimization Tips

While trying to increase your Google search engine optimization, the following tips will prove helpful.  For specific search engine optimization services, visit next section of this article. 

1. Build the Best Website Possible

In order to get the best results from Google search engine optimization, you need to build a website that is not only regularly updated and visually striking but adapted for search engine optimization services as well. 

Many attorneys decide to hire a web designer while building a website and many web designers can offer search engine optimization services as well.  A good website will usually contain blogs, videos, links to social networking, and more.  Some of the best search engine optimization tips for your website include the following:

·         set up a URL that is adapted for SEO, including the name of your firm, the location of your firm, and more

·         use hyphens in your URL instead of an underscore—hyphens are treated as spaces

·         include one or several site maps that can help a search engine navigate your page

·         set up your page titles to include the most important keywords for SEO

·         use keywords as anchor text while you link internally in your website

·         sign up with Google Webmaster Central for help with Google search engine optimization

If you hire outside search engine optimization services, be sure to discuss how the search engine optimization tips listed above can add to your campaign. 

2. Be Patient while maximizing your Google search engine optimization

While researching search engine optimization tips and services, know that SEO is an ongoing process and that building up your SEO is not an overnight ordeal.  In order to increase your Google search engine optimization, keep the content your website as updated as possible. 

The best way to keep your website updated is to revise all necessary content, start and devote yourself to a blog, attach videos to your website, provide links to social networking sites, and more.  The more you keep your website updated, the more the public will access your website. 

Popular Search Engine Optimization Services

Attorneys should consider using the following services to access new search engine optimization tips and material to increase their Google search engine optimization.  Some of the best search engine optimization services include the following:

Google AdWords

The best search engine optimization tips and services available to increase your firm’s visibility on Google is the pay per click (PPC) tool called AdWords.  The program offers several search engine optimization services, including bid-based advertising and tools to track traffic data to your website. 

The keyword tool under AdWords is one of the most valuable search engine optimization services.  The tool allows you to search for terms your customers may be searching for, and the program will provide you with a large list of similar terms.  The best search engine optimization tips provided by AdWords include choosing keywords that will allow you to stay out of a large list of similar services and choosing a keyword that is still commonly accessed by the public. 

AdWords also allows users to advertise their services to enhance Google search engine optimization.  The advertisements are usually listed on the right-hand margin or at the top of the page, but if you use the search engine optimization services and find you can still draw in a large amount of clients without the pricy advertising, you may want to end your advertisement campaign. 

AdWords can also provide an attorney with other valuable search engine optimization tips like monthly clicks, reports and much more. 

Google Places

The search engine optimization services offered by this program allow you to enhance your Google search engine optimization locally.  This service allows consumers to view your firm’s listing even if they don’t visit your website.  This tool can automatically adjust search results by referencing your ISP and the search history of other clients. 

There are other search engine optimization services that can provide you with valuable search engine optimization tips and monitoring information.  Consider the services below to enhance your Google search engine optimization:

·         Google Analytics

·         StatCounter

·         AWStats

Quick Search Engine Optimization Tips

The following search engine optimization tips will help you increase your SEO and use search engine optimization services more efficiently:

·         indicate the name of the top city and state your law firm is trying to target

·         indicate the top services your practice is trying to provide to the public

·         combine your geographic location, area of practice, and “attorney” instead of “lawyer” in your target keywords

·         make sure to put your firm’s mailing address and contact information in the footer or navigation area of your website

·         talk about your top areas of practice on the main page of your website

·         make sure the content of your website is adjusted to your audience

·         set you’re your links on your website to add to Google search engine optimization

·         consider posting videos that are currently found on your website on sites like YouTube and Google Videos

·         set up a schedule to edit and update the content on your website every couple of weeks

Unbiased Consumer Report on Web Analytics Services

The Best Web Analytics for your Website

If you’re an attorney and you’re finally deciding to access web analytics services, you need to consider your financial resources and whether you’re willing to hire outside help.  A general rule to consider before choosing the best web analytics software for your firm is the “90/10” rule. 

The Best Web Analytics Services on the Market Today

There are other web analytic services out there, but based upon reviews from various sources across the internet, the best web analytics are listed below:

1. Google Analytics

This is often considered the best web analytics software out there because over 50% of the top 10,000 websites use this software.  Most firms start with these free web analytic services and decide to move on to other services if they choose.  There are number of unique tools offered by this software, and there is a large amount of Google Webmaster tools that can be run alongside Google Analytics.

2. Yahoo Web Analytics

Some of the top legal websites prefer the web analytics services offered by Yahoo because of better access control options a more simple approach if you’re using services for multiple websites.  Many firms consider Yahoo one of the best web analytics services between they offer both raw and real time data analysis along with visitor behavior and reports for demographics. 

3. Crazy Egg

Some consider this service one of the best web analytics programs because if offers heat maps and tracks the visitors movements throughout the website.  The web analytics services offered by Crazy Egg cost anywhere from $9 to $99 per month, but the program does offer a 30-day money back guarantee. 

4. Compete

This service is often considered one of the best web analytics programs because, for one, it publishes the approximate number of visitors from around the world to the top 1,000,000 websites on the web.  The webs analytics services offered by Compete are free for simple traffic data, but the provider charges services for unique tools offered by no other service.  Compete allows you to track keywords that are sending users to your own website and to your competitors as well. 

5. Open Web Analytics

Some consider this one of the best web analytics services out there because of it simple and open source setup.  The web analytics services offered by Open Web Analytics are free and compare closely to the services offered by Google Analytics.  Additionally, Open Web Analytics offers certain programs that Google Analytics cannot offer without a third party like tracking for WordPress and MediaWiki.  If you’re looking for simple and free web analytics services, Open Web Analytics may be the service for you. 

6. GetClicky

If users switch from Google Analytics to another service, a large percentage will choose GetClicky.  This service is often considered one of the best web analytics programs because it offers real time data compared to Google Analytics that offers data from the day before.  If you’re looking for spikes in visitors from outside sources like social media, the web analytics services offered by GetClicky are some of the best out there along with SEOmoz Pro Tools and others.

7. Optimizely

This is a fairly new service but already one of the best web analytics services out there.  The one downside to the services is that they can cost anywhere from $19 to $399 per month.  The web analytics services allow a firm to create experiments with the site’s visual interface and conduct testing for different formats.  You need no coding or programming background to use these web analytics services. 

8. KissMetrics

This service is considered one of the best web analytics programs because of its simplicity and ability to receive feedback from actual clients.  Additionally, a firm can manage the entire list of questions they’re asking customers on a single dashboard, and the customer feedback comes in through short comments. 

9. Piwik

This service is also a free open source tool and compares closely to Open Web Analytics and Google Analytics as well.  In order to install these services, you need to download and install the PHP MySQL software on your own webserver.  The installation process will take about 5 minutes and you’ll be given a JavaScript code.  You can then plug the tag on the websites you wish to track and receive real time feedback. 

10. ClickTale

This is one of the best web analytics programs for seeing how clients are using your website.  The web analytics services offered by ClickTale allow you to see exactly what clients are doing on your website and provides a heat map for the interaction from consumers. 

More Web Analytics Software

If your firm wants to focus primarily on search engine optimization, it should consider the services listed below:

·         Raven

·         SEOmoz Pro

·         BuzzStreams

·         AnalyticsSEO

·         WebCEO Online

·         DIYSEO

·         Advanced Web Ranking

Conclusion to the Best Web Analytics Programs

Although there are other web analytics services out there, those listed above seem to have made the most impact on the internet thus far.  Nobody can tell you which services are best for your website, but you should consider reading customer reviews and other information before committing to a service. 

If you believe you can obtain better results from other web analytics services, you should consider switching.  Many of the services that require you to pay charge per month, but many of the services are free.  If you’re hiring outside help, ask them for recommendations as well. 

Determining the Perfect Web Analytics Solution for your Website

Deciding What Web Site Analytics Service to Use for your Firm

There are usually four things to consider before reaching your web analytics solution: your needs, the complexity of the web site analytics software, the support provided by the company, and the overall reputation of the services. 

Because most legal websites are content driven and lead-generating, your objectives from web site analytics might include the following:

·         increasing readers and interest by measuring the time spent on the site, the number of page views, the number of subscribers, and the number of cancellations

·         increasing readers and interest by measuring downloads, rejections on contact pages, and your leads-to-close ratio

Determining your Needs from the Web Site Analytics Software

When determining the best web analytics solution for your website, you’ll want to make the following considerations:

1. Do you need a software package or an Application Service Provider?

If you’re considering a software package for your web site analytics, you’ll want to consider the amount of information you need to assess, the cost of the software, and the ability of your firm to handle the technical part of the software. 

If you’re considering an application service provider (ASP) for your web analytics solution, you’ll want to consider factors such as how many sites can be tagged, whether or not the cookies are from a third party, and whether or not you’ll have problems loading certain pages. 

2. What kind of reports do you need for you web analytics solution?

Firstly, you’ll have to decide how often you need updated reports and if you need real-time reports.  You’ll also want to decide the complexity of the reports offered by the web site analytics software.  For example, can you start off with simple reports and progress to more complex reports as your website grows?

3. What is your current budget?

You’ll need to decide how much you can spend per month for the web site analytics software.  If you’re hiring outside help, you’ll need to determine what services you can afford on top of paying for the outside help.  Additionally, the best web analytics solution involves determining your needs in the future and the related costs if you choose to improve the web site analytics software. 

Determining the Capabilities of the Web Site Analytics Software

The best web analytics solution will take the following considerations into mind:

1. What general workload can the software handle?

You’ll have to decide if the software can handle increasing amounts of data at certain amount of time.  Can you customize the results you obtain from the web site analytics software?  Additionally, does the software offer customer relationship management (CRM)?  You’ll need software that can help you understand client interaction with your website apart from simply measuring page views and related tools. 

2. Further Considerations about Reports for your Web Analytics Solution

Again, you need to consider how fast you can receive reports.  Does the software offer reports for different timeframes if needed?  Additionally, do you have attorneys in your firm speaking several different languages?  If so, you’ll have to decide if the web site analytics software allows you see reports in numerous languages. 

3. How does the interface work?

Don’t rely simply on the look of the interface while determining the best web analytics solution.  Sometimes the best looking interfaces only offer limited services, and sometimes it’s the other way around.  Decide you needs from the software and how user-friendly the software is for you and other members in the firm. 

Determining the Amount of Support Offered by the Web Site Analytics Software

It’s likely that you’re going to experience trouble in handling the web site analytics software during the beginning and while you start using new features.  Part of your web analytics solution should consist of investigating the technical support offered by the service.  Consider the following factors:

·         Does the web site analytics software have documents or educational tools for training online or offline?

·         Does the software have information posted about technical support on their website?

·         Is technical support offered 24 hours a day or not?

·         Does the software offer support forums for certain issues like installation and maintenance?

·         Are there instructions for installing the web site analytics software on the company’s main website?

Determining the Overall Reputation for your Web Analytics Solution

Apart from investigating the technical support offered by the software, you should also consider other factors to get an understanding of the company’s reputation while deciding on your web analytics solution.  A company’s reputation can be understood by considering the following factors:

·         How long has the web site analytics software been available to the public?

·         Are the services offered for free or do you have to pay a fee every month?

·         If the services are provided with a fee, does the service offer a trial period?

·         How often are new versions of the software offered to the public?

·         Is the web site analytics software the main service provided by the company?

·         Are there positive customer reviews on the website and throughout the internet?

·         Does it seem like the company is committed to research?

·         Does the company offer a blog?

·         Does the company offer services that can add dynamics to the software?

Conclusion for your Web Analytics Solution

Every law firm is different, and the points within this article are only recommendations for your web analytics solution.  Although most firms access only one type of analytical software, you may decide you use several different resources to measure your results across different mediums.

For example, there is software out there that simply analyzes social media performance, and many of these services provide tools that normal software cannot provide.  By deciding your needs, the complexity of the web site analytics software, the support provided by the company, and the overall reputation of the services, you’ll be on your way to the best web analytics solution. 

What is CPM: A Complete Guide

What is a CPM?

A common CPM definition falls below:

CPM is a commonly used measurement within online advertising as well as radio, television, and print media meaning “cost per mille” or “cost per thousand.” 

In other words, the CPM definition is how much money a publisher makes off of posting 1000 advertisements for a certain amount of viewers. 

What is a CPM Calculation?

A common calculation for CPM includes the following:

1.       Total Cost of Running the Advertisement: $10,000

2.       The estimated amount of viewers: 1,500,000

What is CPM total: ($10,000 / 1,500,000) X 1000= $6.67 per thousand views

What is CPM Standard Formatting?

The Interactive Advertising Bureau is mainly responsible for establishing the CPM definition for advertisement formats and more.  The IAB is made up of more than 500 media and technology companies that sell about 86% of all online advertising in the United States.  The IAB recommends standards and practices for interactive advertising, and the Bureau is headquartered in New York City and has an office in Washington, D.C.

What is CPM Advertising and how does it compare to CPC (Cost per Click) Advertising?

Another CPM definition includes a pricing model that charges advertiser for impressions (the number of time people view the advertisement).  The main problem with the CPM definition is that advertisers are charged even if the target audience fails to click on the advertisement.

CPC advertising is sometimes preferred by advertisers because the advertiser is only charged with the consumer clicks on the advertisement.  The only problem with CPC advertising is that keywords used in such advertising have become extremely expensive to bid on—especially in the legal field. You’ve likely seen legal advertisements on a search engine after searching for a legal term or service.  The CPC ads that appear on the first results page are extremely expensive and can make up a large percentage of the firm’s advertising budget.

What is a CPM Targeted Campaign?

A targeted CPM is somewhat of a new CPM definition.  More and more websites have turned to what is a CPM target campaign instead of a simple banner advertisement.  A targeted CPM model includes the following:

·         gives the advertiser the option to include a small graphic or logo in the text

·         unlike PPC ads, a targeted CPM format allows for only a few ads on a page to increase visibility

·         the CPM advertising model still works on keywords

·         impressions, clickthroughs and even conversions are tracked with CPM

·         a CPM advertisement can often be changed

What is CPM Pricing History?

According to a CPM definition for pricing from MediaLife Magazine in 1998 to 1999, the rates dropped from $45 to $39.  In just two years, MediaPost provided a CPM definition for the price of banner ads, which had dropped as far as $5. Although the prices for what is a CPM advertisement have dropped significantly in just over 10 years, some CPMs remain fairly high for highly targeted websites. 

What is CPM Preferable Formatting?

According to the IAD, the total amount of revenue from ad formatting in 2011 totaled $31.7 billion.  The most common types of ad formats include the following, and the most common is listed at the top:

·         search 47%

·         display/banner 22%

·         classifieds 8%

·         digital video 6%

·         lead generation 5%

·         mobile 5%

·         rich media 4%

·         sponsorship 4%

·         email 1%

What is CPM Advertising?

Several different types of advertisements and the CPM definition are provided below:

What is a CPM Display?

This CPM definition includes  an advertiser that pays a legal website for a space to display a static, hyperlinked, or logo ad on one or more of the pages.

What is CPM Sponsorship?

This CPM definition includes custom content for the advertiser which may or may not include different elements of advertising.  Spotlight sponsorship may include a custom built page; advergaming may include buying slots around a game; content & section may include a particular section of the website or email; sweepstakes & contests may include a branded contest with submissions and more.

What is CPM Emailing?

The email CPM definition may include banner ads, links, email marketing campaigns, or other types of email communications.

What is a CPM Search Ad?

A CPM definition for a Search ad includes several different types of lists or links that the advertiser pays firms to link their ad to certain domain names or specific search words.  The different types are explained below:

1.       paid listings- test appears at the top or side of search results

2.       contextual search- text appears in the article based on the content of the article

3.       paid inclusion- listing is determined by search algorithms

4.       site optimization- modifies a site to allow search engine to automatically index the site

What is CPM Rich Media?

A good CPM definition for this type of advertisement includes advertisements that allow for animation and/or interactivity.  This advertisement can also occur on a banner, button, or an interstitial.

What is a CPM Digital Commercial?

The CPM definition for this type of advertisement includes a TV-like advertisement that appears as an in-page video commercial before, during, or after a certain amount of content is obtained by the viewer.  The direct form as to what is a CPM digital is abstract and may include live, archived or downloadable content.

What is CPM Mobile Advertising?

The CPM definition for mobile advertising is when the content is adjusted and delivered through a mobile device such as a smart phone or a tablet.  A CPM advertisement over a mobile device will usually take the form of a mobile website, mobile app, or text message. 

What is CPM: Conclusion

The  question to what is a CPM advertisement is complicated, and prices for different kinds of a CPM definition can greatly vary.  Most of the major providers for online advertising like Google and Yahoo operate under PPC advertising (pay per click), but CPM is still a popular option for certain kinds of advertising. 

From a website designed to connect a few thousand college students with each other, Facebook has grown into a multinational behemoth with nearly 1 billion users worldwide.  This popularity may make you wonder if your law firm should put ads on Facebook.  You may be asking: “How do Facebook ads work?”  Wonder no longer—this guide will lead you through the basic types of ads on Facebook and how to get the most from your budget for Facebook ads.

Types of Ads on Facebook: The Sidebar Ad

One of the easiest ways to start using Facebook ads is to run advertisements on the sidebar.  You can go from not knowing how do Facebook ads work to using them consistently in your advertising strategy within days by mastering these tools.

When you post sidebar ads on Facebook, it's a little bit like paying for clicks using a service like Google AdWords.  In fact, you'll pay for clicks in much the same way, but you won't pay for exactly the same kind of targeting.  Instead of paying for particular search keywords, because Facebook is based on people, not searches, you choose what kind of people you want to advertise to.

This demographic based search can help you to divide your ads on Facebook.  You can get a good feel for how do Facebook ads work for targeting on the website itself.  You'll see a lot of ways to target your Facebook ads, and can start to think about who's likely to want what kind of message.

The greatest thing about learning how do Facebook ads work is that you'll be able to post so many different ad campaigns to so many different types of people.  This kind of segmentation is key to creating great ads on Facebook—don't try to make Facebook ads that appeal to everyone.  Make them appeal to one key demographic, and then use them accordingly.

How Do Facebook Ads Work: The Sponsored Story

The answer to “how do Facebook ads work?” has actually changed significantly in recent years.  A few years ago, sidebar ads were just about the only kind of ads on Facebook.  Today, though, a new kind of advertising, the sponsored story, has begun.

If you're now wondering how do Facebook ads work for this kind of story, you'll probably be pleasantly surprised.  Your Facebook ads can now appear directly in someone's news feed as a story.  This makes conversions much more likely.

How do Facebook ads work for targeting, when they're sponsored stories?  About the same way.  This means you can also target your ads on Facebook to show up on the news feeds of your friends, fans, and their friends.  This kind of connections-based marketing is a great way to make sure your Facebook ads are seen by as many people as possible.

How Do Facebook Ads Work: Poll Ads

Another kind of interesting Facebook ad is the poll ad.  Sponsored polls are a great way to attract attention and clicks with your ads on Facebook—by opening up a question for responses, you're doing what social media does best.

Poll ads are one of the best examples of how do Facebook ads work differently from other social media advertising.  Very few other advertising platforms give you the kind of versatility that Facebook offers, and very few give so much opportunity for potential clients to interact with your advertisement.

How Do Facebook Ads Work: Video Advertising

If figuring out “how do Facebook ads work?” is seeming overwhelming, perhaps Youtube's more your style.  If you can make a video recording, you can easily post it on Youtube.  While Youtube videos aren't technically ads on Facebook, you can use them in much the same way, posting them to your news feed.

You may also want to try recording video responses to questions that you have seen asked in Facebook comments.  These video responses are a great way to engage with potential customers without even paying for ads on Facebook.  Research has shown over and over again that ads and websites with videos are much more likely to convert new clients than those without video recordings.

Trends in Ads on Facebook

Right now, more and more Facebook ads are going mobile.  Mobile optimized ads on Facebook are a great way to appeal to a broad young demographic that increasingly uses mobile phones for multiple hours a day.  If you want to learn how do Facebook ads work on the mobile app, try downloading it onto your own smartphone or tablet PC and looking at where the different types of ads appear.

Sponsored story mobile app Facebook ads can have a click rate that's up to to ten times higher than the click rate on the desktop version of Facebook's website.  This means that if you have a client base that is at all likely to use smartphones, you need to be taking advantage of mobile ads on Facebook.

One of the other biggest trends in Facebook advertising is hyperlocal advertising.  When you're doing ads on Facebook, you will be able to actually target your advertisements on a particular location, or even a certain zip code.  When combined with mobile targeting, this becomes even better: you can target people who are driving or walking near your office right now.

Checking the Performance of Your Facebook Ads

It's never a good idea to just trust that your ads on Facebook are working exactly as expected.  Instead, you should routinely use some sort of analytics program to help you understand what's working and what needs improvement.  Your goal with analytics should be to continuously improve your Facebook ads.

Testing a wide range of audiences for your ads on Facebook can help you identify new target audiences.  It's also great for noticing new trends that may have to do with the time of day, the day of the week, or even the changing seasons.  A wide variety of free tools can help you interpret the data you get about your Facebook ads.