1. Social media is a part of an internet marketing campaign, but it is not the end all and be all. With little time to spend on social media, you’ll need to prioritize.

    - Have a good LinkedIn profile and join some LinkedIn groups where you can network with other people.

    - Have a profile established on Twitter and maybe send a tweet or two a day. The click through rate on Twitter isn’t what a lot of people say it is. It could be a good place for you to build relationships but at the same time it’s not that big of a deal unless you have thousands of followers. Facebook is also important. There are lots of professionals on

    - Facebook that you can communicate with and your target audience that you can reach.

    - The biggest thing probably in 2014 is Google Plus. Google Plus is somewhere between the “what I had for dinner” information that you find on Facebook and the boring professional stuff on LinkedIn. Google Plus has a lot of activity and if you haven’t checked it out for a couple of years you need to take a second look because it also has an effect on your rankings in Google and your Google local placement which is very important for mobile devices.

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  2. Over the past couple of years people are saying that SEO is dead. But Google is winning the war with people who are trying to game the system to get better search results.

    Ultimately, Google is all about producing eyeballs and getting advertising dollars. And the only to achieve that is to have good content, so Google has to serve up the best quality stuff they have. To do that they're killing all the games people are trying to play, one by one.

    SEO is part of a bigger picture. Part of an internet marketing strategy. But many think of it as synonymous with internet marketing and it's not. SEO is ground zero. That's where you have to start when putting together an internet marketing strategy.

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  3. Marketing on Facebook has changed. It used to be that you could build a Facebook fan page and invite people and do promotions to grow that fan page, and then be able to distribute your information to those fan pages.

    But a lot has been changing on Facebook, as they’re trying to monetize the site and drive more revenue. One of the things that they’re doing at Facebook is they are decreasing the reach of the fan page postings. So whereas, you may have been able to reach 500 people before through just putting a status update on your fan page, now you may be able to only reach 50.

    What they’re trying to do is they’re trying to get you to buy ads and sponsor posts and things like that. Now, the good news is that advertising on Facebook is really cheap. So you can get a lot of click throughs to dedicated landing pages or wherever you want to send these click throughs to for very little money.

    So Facebook is a very effective channel if you’re going to have a fan page, and in addition, spend a couple of bucks marketing because you’re going to get a very low cost per lead.

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  4. Q&A style videos are great. Once you have them recorded you can do all sorts of interesting things with them. They have a shelf life of infinite for all intents and purposes.

    They’re so effective first of all because, if you’re practicing law, if you’re in some sort of professional service field, you know what questions come up over and over again and you’re there explaining it in a very informal way.

    People are building relationships with you whether you know it or not. They’re doing it on their own terms at their own time, and then once you have the videos done they can go on YouTube, which is the second biggest search engine, as of now.

    They can be distributed through social media. They can be bounced around on Facebook. You can do a six second snippet of it on Vine. There are so many awesome possibilities for Q&A style videos. People really don’t realize how much value there is from these simple little tools.

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  5. Marketing on Twitter, I think, is not that effective.

    It’s important to be on Twitter to protect your relationship and to to build relationships with other people, especially if you’re at a live event. If you’re at a CLE or some sort of exhibition or trade show, then live events are awesome for Twitter, but in terms of marketing, I see that it really doesn’t have that big of an effect on anything that people do.

    There’s very few click-throughs on links even if you have a lot of followers, even if you get retweeted to a bunch of different people. Twitter, in my opinion, is kind of the CB radio of social media. It’s important to be on Twitter and have some sort of presence, but I think it’s unwise to spend a lot of time there.

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Larry Port on Marketing & Productivity

Rocket Matter PRO

Larry Port, CEO of Rocket Matter, a legal billing, time-tracking, and practice management cloud software for lawyers, talks about marketing for lawyers. Larry also heads up Rocket X1, an internet marketing agency for law firms and professional services…

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