In Camera Podcast

One of the most controversial aspects of SEO is link building. While Google suggests that this should be an organic process, the reality has proven time and time again that to come across as authoritative to Google and other search engines, law firms need to work hard and spend big to generate links back to their website to stand out from the competition.

Ryan Klein from Market My Market joins Grace and Liel for a conversation on the value of backlinks and how to identify if a link is worth its asking price when a price is given. From finding valuable link opportunities within your network to auditing your competition and finding out who is linking back to them and why.

This is a conversation about demystifying link building and putting into perspective how much value you can expect from certain links and how to prevent this from becoming a distraction of other more valuable and controllable elements in your SEO strategy.

Resources mentioned in this episode:

About Our Guest:

• Markey My Market
• Legal Mastermind Podcast

Link Building Research Tools

• SEMrush
• Ahrefs
• Majestic
• MOZ

Citation Building Tools

• BrightLocal
• Whitespark

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

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In this week’s episode Grace and Liel finally get to have a conversation about data mining and marketing automation. But before that, they check in on how the economy’s reopening has influenced their marketing activities and operations.

On data mining, Grace explains that you have to leverage automation to maximize your database and stay engaged with all your existing clients and new leads in an organized and timely manner.

The conversation explores what sequences are, how to automate them, and why it’s critical to determine the next step depending on the actions users are taking.

If the term lead scoring is new to you, this episode is a must for you.

Resources mentioned in this episode:

• Persist
• Infusinsoft

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

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Creating a compelling and converting mass tort marketing strategy is only part of the equation. The journey that starts when a lead converts until it gets signed is long and complex, one that requires thorough planning and discipline.

Mark Olson and Alan Frankel from Adwire Media joined us for a conversation about mass torts marketing and the importance of having an elaborate funnel to guide your acquired leads to conversion and maximize your investment.

Together we explored the impact that Covid-19 has had on mass torts marketing, talked about the benefits of opting for a retainer strategy, and explained why empathy continues to be the not-so-secret sauce to any marketing, intake, or sales strategy. This conversation is for those who want an honest overview of running mass tort campaigns.

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

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If times were not challenging enough, Google surprised us all Monday, May 4th, in the afternoon with a core update that since it initiated has shaken the world of law firms and the SEOs behind their strategies alike.

Grace and Liel review what impact Google’s May 2020 Core Update has had on the legal industry in its first week. They talk about where law firms are gaining and losing visibility in relation to directories and how search results are being enhanced to give users more information on the search results page.

In the second part of the episode, Liel shares updated search volumes according to Google’s keyword planner for high intent search terms across multiple practice areas throughout the nation. So whether your Google strategy is paid, organic, or both, this episode proves why continuing to invest in Google is a safe bet. Well, as long as there is not a lot of turbulence in its algorithm.

Resources mentioned in this episode:

• Google’s Core Update Guide
• MOZcast - Google algorithm's volatility tracker
• SEMrush Sensor
• 2021 JUUL Risk PSA Scholarship

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

Or leave a voice recording that will be featured in one of our episodes at

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Donna Devita and Jenny Levine joined Grace and Liel for a conversation about building a brand through community outreach.

Donna and Jenny are both seasoned legal marketing professionals. When they decided to come together and establish Swag My Brand they had a clear mission in mind; help brands have an actual impact in their community by creating promotional materials that make a difference in their lives.

This week’s conversation explores why now more than ever law firms need to adjust their marketing message for one in favor of unity and support to their communities and why this could in return help them improve their reputation and earn the trust of their market.

Jenny shares examples of promotional items that have helped law firms show care and support for both their communities and teams. And Donna explains why the content that is generated as a result of community outreach gets the highest levels of engagement in social media.

Resources mentioned in this episode:

Swag My Brand

• Website
• Facebook
• Instagram

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

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Every year attorneys and legal marketers look forward to Mass Torts Made Perfect (MTMP). It's one of a kind event where both big industry players and novices get to share two and a half days of intense conferences and social gatherings with one common goal: Growth and diversification.

But like many other events, MTMP's spring edition was postponed, but that doesn't mean that Mass Torts are losing relevancy in these times of the pandemic; as a matter of fact, they are more relevant than ever, and in this week's conversation Grace and Liel explore why.

From answering questions as basic as what are mass torts and what is the difference between mass torts and class actions, Grace explains why a law firm that has the opportunity to invest in advertising, should be considering getting involved in mass torts.

Whether you are interested in finding out about co-counseling opportunities or how to identify potential mass torts at the early stages, this conversation is for you.

Resources mentioned in this episode:

• MTMP CONNECT
• Gacovino, Lake & Associates, P.C.

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

Enjoy the show? Please don't forget to subscribe, tell your coworkers, and leave us a review!

For this week's conversation, Grace and Liel welcome a tv legal marketing innovator and award-winning attorney, Michael Morse.

Mike, as he is widely known by anyone in Michigan who doesn't live under a rock, shares details about his upcoming book Fireproof and explains how dealing with adversity in the past has helped him be ready for when "fires" emerge. Mike tells us what made his team prepared to respond to the pandemic within hours and how this new reality has opened up the doors to a new working model that has proven to be a win-win solution for both his team and clients alike.

The conversation explores Mike's journey in legal tv advertising and how he and his marketing partners have established a before and after to attorney-tv-commercials that has been extensively praised and most recently made him the recipient of two Golden Gavel Awards. 

Mike opens up about the challenges that come with having the most prominent personal injury brand name in his market and reveals the reasons why his law firm now invests a lot of time and resources on their attribution model.

Resources mentioned in this episode:

Website

• Mike Morse Law Firm
• Lerner Advertising

Social Media Channels

• YouTube 
• Instagram
• Facebook

Podcast

• Open Mike Podcast

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

Enjoy the show? Please don't forget to subscribe, tell your coworkers, and leave us a review!

Remember a month ago when we suggested that you should wear your office clothes, including shoes now that you are working from home? Eh, did you follow our advice?

It's been a month since we started practicing social distancing and switched our operations to remote working, and in this follow-up episode, Grace and Liel have a conversation about what we have learned so far.

Our conversation starts with an update on how working from home feels after this first month. We discuss the challenges that other legal professionals and we are facing and what we are doing to tackle these issues. Furthermore, we analyze the first meaningful insights into the search volumes for different practice areas based on Google data, and we also update you on how Google My Business has changed and then changed again since COVID-19. 

Finally, Grace talks about the loan your law firm cannot afford not to apply for and how to do it. 

Resources mentioned in this episode:

Slides

• March 2020 - Legal Practice Areas Search Volume Slides

Articles

• How To Accurately Update Your Law Firm’s GMB Listing During The Pandemic
• Desktop Gains Grounds In Search Amid COVID-19
• Google My Business (GMB) Is Changing Just Like Your Law Firm

Video Apps

For personal communications

• Vidyard
• BombBomb

Loans

• Paycheck Protection Program

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

Enjoy the show? Please don't forget to subscribe, tell your coworkers, and leave us a review!

What you should be writing about and how you should do it is at the center of this week’s legal marketing conversation as Alex Valencia, Co-Owner at WeDoWebContent.com, join us for a chat on content marketing.

Alex shares the reasons why you should write with intent while keeping in mind what Google wants to see in your content. Whether you are writing a practice area page or you are entertaining the idea of publishing an e-book, this episode is full of valuable insights to make your content stand out.

As we continue to see the increase of voice search queries, Alex explains how you can make your website content relevant for voice search and why the best-written content you could be creating right now should start with you, recording yourself with a phone answering questions.

Resources mentioned in this episode:

Resources mentioned in this episode:

SEMrush

AI Powered Video Transcription Software

Manual Video Transcription Software

Grammarly

Hemingway App

Want to share your story, ask a question, or share your comments about the podcast with us?

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

Enjoy the show? Please don't forget to subscribe, tell your coworkers, and leave us a review!

Jason Hennessey, from Hennessey Consulting, an INC 500 award-winning legal digital marketing agency, joins Grace and Liel for an off-page SEO conversation.

Jason reveals his reverse engineering methodology and what it takes to implement it. He explains which backlinks get the most value and how you can make decisions about where you should aim to get links for your website. 

From Google Search Console to free PR, Jason shares insights that every law firm should be leveraging amidst the Coronavirus crisis. He explains why we should think twice before making any abrupt decisions about your digital marketing strategy that could end up setting you back years of marketing work and investments.

If figuring out off-site SEO for your law firm has been something you haven't been able to demystify, then this episode is for you.

Resources mentioned in this episode:

• Video How Law Firms Should Respond To Coronavirus (COVID-19) From A Marketing Perspective - With Harlan Schillinger, Alex Valencia, Co-Owner of We Do Web Content, and Jason Hennessey
• SEMrush
• Ahrefs
• Majestic
• YouTube
• Vimeo
• LAW.com
• Vocus PR
• PR Newswire

Want to share your story, ask a question, or share your comments about the podcast with us?

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at [email protected]

Enjoy the show? Please don't forget to subscribe, tell your coworkers, and leave us a review!