Marketing Guru and 3a. law management CEO Alvaro Arauz discusses all things legal marketing including branding, referrals, paid and organic strategies, and tracking success. Tackle the subject of how boutique firms and sole practitioners can compete against billboard firms with seemingly uncapped budgets. What's more effective: SEO or paid ads? Client referrals or attorney referrals? How effective are non-exclusive lead gens? What percentage of leads should be getting signed up as cases?
Timesheet:
2:00 College in Paris
3:10 USF
3:35 Studying Medicine in Brazil
5:20 Studying English Lit at Cambridge
6:10 Entering into the legal industry
11:30 Moving to Atlanta
14:00 Teaching at University of Georgia School of Law
16:25 Starting 3a 2007
20:55 Company taking off by 3rd year
27:55 Track your metrics
31:20 Build the machine
34:00 Referrals
42:00 Organic, SEO, content creation
45:10 Non-exclusive lead gens
48:00 Realistic expectations for internet leads
50:40 The client experience
53:35 Branding – be consistent!
58:00 Best and worst swag giveaways