Strategy

With consideration to the firm’s marketing budget, we were able to create a marketing strategy that focused only on particular practice areas that had the highest chance of success. We performed a situational analysis that looked at the firms past history, a SWOT analysis, and the competitive landscape. We then used this analysis along with the firm’s vision statement and goals to create a set of objectives. We then developed a strategy to achieve those objectives. Our strategy included the following tactics.

Search Engine Optimization

We performed detailed keyword research and collected a series of long-tail and mid-tail keywords that would serve us as we developed content. Using the keywords, we developed engaging website copy as well as a consistent flow of blog articles. We also performed technical SEO audits to ensure that the entire website was well optimized and free of anything that could trigger a penalty.

Content Marketing Strategy

We developed a robust content marketing strategy that included blogs, videos, news articles, presentations, whitepapers and infographics. We also developed a process to increase the effectiveness of our content through improved distribution channels.

Legal Directory Management

After performing keyword research, we learned that a majority of head terms and mid-tail keywords are dominated by legal directories. In order to appear, a legal firm or legal individual must be listed prominently on legal directories. At Absolute, we developed a system for adding, monitoring and optimizing listings to ensure consistency and that all listings were up-to-date on some influential sites such as AVVO, Google My Business, Bing for Places, and other local directory listings.

Local SEO

Although their attorneys are able to practice throughout the state of Florida, and in some cases in other states, most law firms draw their clients from a smaller geographic area. For this reason, local SEO marketing is critical to success for law firms. We implemented tools and processes to ensure that McIntyre Thanasides’ citations are consistent, not duplicated, and contain the most up-to date information.

Social Media Management

Social media marketing for law firms can be a tricky area to navigate. We worked with our client to establish a tone, brand guidelines, and an etiquette for conducting interactions with their audience through social media. In addition to posting original and curated content, maintaining an editorial calendar for the firm and generating engaging multimedia content, we leveraged social media marketing for the firm in a way that bolstered its reputation as "Your Lawyers for Life".

Media Outreach

The attorneys at McIntyre Thanasides have been involved in several high-profile cases that have been picked up by the media. At Absolute Marketing Solutions, we developed, produced, and distributed press releases and performed media outreach activities to increase coverage of notable cases including the Curtis Reeves Stand Your Ground case, the killing of Jason Wescott by the Tampa Police Department, the Johnson & Johnson ovarian cancer case, and other class-action lawsuits.