Legal Marketing News

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The Reach of Roku: Why Every Attorney Should Be Taking Note

picHow Roku is Taking the Advertising World by Storm

If you haven’t been paying attention, you need to start now.  Roku has emerged as a leader for over-the-top (OTT) advertising.  Last year Roku announced that it was expanding its advertising efforts to provide marketers with Ad Insights which includes the ability to quantify campaign reach, measure the effectiveness of content promotions, target and measure campaigns geared toward “cord-cutters” and survey insights.  These tools provide marketers with some of the best data to quantify not only ROI but also target specific audiences.

 

What is Roku?

For those unfamiliar with the company, Roku makes streaming players.  It is a leader in streaming tv technology that allows you to connect one of their devices to your tv and begin streaming free content as well as subscription channels like Netflix, HBO and Sling TV from one convenient place.  It also enables users to pay for all of their subscriptions on one bill instead of paying each individual provider.

 

Why Roku is a Power Player in the World of Marketing

For your average consumer Roku is a more convenient way to stream television.  It offers a new generation of “cord-cutters” to get rid of cable and still have access to the channels and subscriptions that they love.  A Roku customer has many products to choose from including Roku TVs and streaming devices.  What makes Roku unique and particularly interesting for marketers is its audience data.  The information is gold to marketers who use the first-party audience data to target specific audiences.

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Roku and Legal Marketing

So, why should attorneys be paying attention?  OTT revenue in the United States is projected to reach $47.8 billion by 2023 according to Digital TV Research.  Roku’s growth, as a leader in the OTT field, is not slowing down any time soon.  Law firms are missing significant messaging opportunities if they aren’t utilizing platforms like Roku.  Consumers haven’t stopped watching television, they have just changed the way they are watching it.  Roku was a pioneer in streaming TV and seems to be staying one step ahead of the curve for advertising to the modern market.

 

 

The Time is Now

2019 is the year to take your marketing to the next level.  Advertising on platforms like Roku offers a whole new playing field, tapping into audiences that your competitors may be missing.  Learn more about Roku and how to increase your revenue with a new kind of advertising.  Let Amicus Media Group help you understand the importance of multi-media advertising and how the newest platforms can take your practice to the next level.

 

 

 

 

 

 

 

 

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

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The Basics: OTT (Over-the-Top) and Connected Television (CTV)

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Over-the-top (OTT) and Connected Television (CTV) have taken the marketing industry by storm.  More and more people are moving away from traditional platforms like cable television and moving toward streaming, smart TVs and other formats that are OTT or CTV oriented.  In this article, we will explore what OTT and CTV are, why there is a push toward it and why legal marketers should be paying attention.

 

What is OTT and Why Does it Matter?

According to Digiday, OTT is “the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.”  Streaming services like Netflix changed the game of how people watch television.  These services allowed people to get rid of cable (cut the cord) and watch television in a whole new way on a variety of mediums including tablets, desktops and mobile devices.  It also opened the door to a new type of advertising.  One of the most exciting aspects of OTT is that it is delivered over the internet.  Digital marketing is data rich for advertisers, combine that with the reach of television shows, and you have a marriage made in heaven.

 

The Difference Between OTT and CTV

Connected television or CTV is slightly different than OTT in that it refers to content that is streamed on a television through a smart TV.  Smart TVs allow you to access apps or use streaming services through devices like the Apple TV and game consoles.  Connected TVs can stream OTT content; thus it is a medium for bringing you OTT content. According to Edison Research, 64% of people in the United States now own a Connected Television.

 

Live Streaming

Many marketers worried that OTT might have limitations in that streaming was limited to on-demand videos or television shows.  Now, however, people can live stream sporting events, music programs, news and more.

 

Legal Marketers Guide to OTT

Advertising on television is nothing new to the legal industry, but many marketers have steered firms away from traditional TV ad buying to digital campaigns.  OTT truly marries the power and reach of television with the ability of digital to provide a significant amount of data about potential consumers.  This helps to make ad buying very specific toward consumers most likely to retain the firm’s services.  To be successful in ad buying under OTT, a buyer should have experience in both digital and traditional television buying.  The marriage between the two is still in its honeymoon phase, but it is ready for the long haul.  As more and more people cut the cord on satellite and cable, those providers have moved into the OTT arena.  Many offer streaming on Video On Demand services without the commitment of a cable contract and most people are still getting internet through large cable providers such as Spectrum, Verizon and others.

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Learn More About OTT and CTV

This is only the beginning of OTT content.  Consumers like the flexibility of watching television when they want and where they want.  Legal marketers need to be paying attention to these trends and what the future holds.  If you want to explore more ways to grow your firm and acquire more cases, contact Amicus Media Group today for more information about OTT and CTV.  We are experienced buyers in both traditional television advertising and digital markets.  We offer comprehensive marketing campaigns that reach the clients most likely to retain your services.  We use strategic media cash buying to choose specific programming targeted toward the most responsive markets.  Contact our team today for a Special Report on Guaranteed Performance Media.  Call us toll-free at (888) 700-1088.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

Making Sense of CRO for Law Firm Case Acquisition

What is Conversion Rate Optimization and Why Does it Matter for Today’s Law Firm

picEven if you are new to legal marketing, you have inevitably run into the alphabet soup: SEO, PPR, ROI, etc.  The list is endless.  We could write a novel on the acronyms, but today we will focus on a very important, but often underutilized one: Conversion Rate Optimization (CRO).

So what is CRO?  CRO is increasing the number of website visitors that complete a goal on your site.  For instance, you may offer a newsletter or a downloadable ebook, CRO focuses on getting visitors to complete the desired website action such as signing up for the newsletter or submitting their information to download your informational ebook.  The focus is on increasing the engagement of the website visitor.  The more engaged the visitor, the more likely they are to become a client and increase your return on investment (ROI).

 

How to Increase your Law Firm’s CRO

Increasing your CRO begins with establishing a goal or desired visitor action for each page.  Every page should be seen as having the potential to engage and, ideally, convert a potential client.

 

Largescale Attorney Website CRO

  • Up-to-Date and Mobile-Friendly
  • Site Speed (Desktop and Mobile)
  • User Experience
  • Client-Focused Content

As a whole, your website must be up-to-date and mobile friendly.  Nothing will divert a potential client to your competitor quicker than a website that is not optimized for mobile.

Secondly, you need to pay attention to site speed.  Google will kill you in rankings if your site does not load quickly (read their July 2018 Update on PageSpeed Insights), so will your competitors.  You can have a great website, but if it doesn’t load quickly on desktop and mobile, it won’t matter.  Run your mobile site speed here to see how you stack up.  Anything more than a few seconds and your conversion rate could be significantly impacted.

Think about the design and layout of your website.  Is it user-friendly?  Do all of the features function on desktop and mobile?  If you are asking people to submit contact information for a free download, is it clear and easily accessible?  Consider the overall look and function of your website and the experience that a website visitor will have.

Finally, you need to make sure that your content is not just search engine friendly, but it is also client friendly.  SEO is still important, but you need to focus on content that your potential clients want to read and gives them clear direction on what action they need to take.  The more client-friendly your content, the more likely it will speak to search engines as well.

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On a Micro Level

  • Clear Contact Information
  • Definitive Practice Area
  • A/B Testing

On a smaller level, you need to make sure that your contact information is clear.  Give potential clients a way to contact you on each page.  This may seem basic, but you’d be surprised how many law firm websites lack a phone number on their home page.

Make sure that your practice area is clearly outlined.  To someone outside of the legal industry, it may be unclear who a particular law firm represents.  If you offer several different practice areas, you need to take some time to determine which is the most profitable.  Where do most of your cases come from?  Case acquisition is best done in a focused area.

Consider A/B testing.  Whether it is for calls to action, content, downloads – decide on two campaigns and see which one performs better.

 

Benefits of Focusing on CRO

Bottom line: the more you focus on CRO, the more likely you are to convert potential clients into paying cases.  Marketing firms that sell you purely on a high amount of traffic visiting your website are doing you a disservice.  Are those visitors converting to paying customers and cases?  Are they engaging by downloading your ebook or signing up for your newsletters?

For CRO to be successful, you need to track and measure your efforts.  CRO done right can lower your cost per client acquisition significantly. Understanding what is driving potential clients to connect with your firm will help you make better marketing decisions now and in the future.

 

Ready to See A Better ROI?

If you are ready to see a decrease in your cost per client acquisition (CPA) and an increase in your ROI, contact Amicus Media Group today.  We are at the forefront of implementing effective website conversion techniques for your law firm.  Our goal is not to merely increase the number of visitors to your website, but to turn those visitors into paying customers.  Contact our leading marketing experts today for a free consultation at (888) 700-1088.