Listen to this articleSundown Legal Marketing is a boutique web marketing agency focusing exclusively on law firm clients. Below is our recent interview with Rob Rosasco, Chief Executive Officer of Sundown Legal Marketing:
Q: For those who haven’t heard of it, what is the best way to describe Sundown Legal Marketing?
A: We bring a unique perspective to law firm marketing. Our agency has over 40 years of combined experience working exclusively with lawyers and law firms. We are keenly aware of the unique aspects, as well as the ethical considerations, of what it takes to market a law firm. We develop comprehensive web marketing plans that touch on all aspects of internet marketing that help our clients grow their firm. We feel we are simply the best at what we do.
Q: What kinds of services do you provide to your clients?
A: We provide a wide array of web marketing products/tools. Here is a list of our services and a brief description of each one:
1. Build custom websites – Every website we build for a client is built with the client’s practice and firm culture in mind. We work closely with each of our clients during the design and build phases of their website project to make sure we are furthering their marketing vision. We want to make sure that we are capturing the firm’s message in the design and content. This process begins with a Website Design Launch Call, which generally takes about an hour. Then we have 2-3 check-in calls throughout the design & build phase.
2. Search Engine Optimization (SEO) – We provide SEO services to our clients to help their websites to rank well and be found in search results. Our SEO process includes a variety of on-page and off-page optimization techniques designed to rank highly for selected keyword search terms.
3. Videos – We plan the video shoot, help prepare scripts and shoot custom videos. We focus on several different types of videos: Firm Introduction, Attorney Biographies, FAQ’s, Paid Advertising Videos.
4. Draft custom content – At the heart of any comprehensive SEO program is well written content applicable to our client’s practice areas. Our team of legal editors draft anywhere from 2 to 10 pages of content for each client per month. This content is specific to each firm and their area of law.
5. Custom marketing services: Newsletters, Client Review Management, Outbound e-mail campaigns, Press Releases, Social Media Management, Local Directory Management, etc.
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Q: Who are your clients and what are some of the key challenges you’re helping them solve?
A: Our clients are lawyers and law firms. We work with law firms across many different practice areas, but our key targets are Personal Injury lawyers, Criminal Defense lawyers and Family Law lawyers.
Their key challenges:
1. Separating the practice of law from the business of running a law firm. Unfortunately, most law schools focus their curriculums on the law and not how to manage a business. So, most attorneys have a keen sense about the law and how to interpret the law, but have no idea how to run a business. An important part of running a business is marketing and that is where we come in.
2. Deciding on how to market their practice. There are so many places a law firm can spend their marketing dollars. They can invest in an SEO program and everything that comes along with that. They can invest in paid advertising. They can invest in advertising on legal directories. They can buy leads. They can advertise on TV and radio. They can buy billboard space. We not only provide web marketing services to our clients, but we also provide consulting services to help them invest their often limited budgets where they will get the best bang for their buck.
Q: What is the secret to succeed in online marketing today?
A: Secret….I wish I knew. Well, what I meant to say is I wish there was a secret that led to instant success. Unfortunately, there isn’t a secret ploy/technique that can be used to obtain instant or guaranteed rankings. To succeed in online marketing today you need to be committed to invest the time necessary to achieve your goals. SEO success involves a lot of trial and error. Adding certain types of content, crafting targeted keyword campaigns, creating unique ad campaigns designed to focus on specially designed landing pages. We invest a great deal of time learning as much as we can about our clients, what they do, how they do it, their communities and how we can market their firms. We then take that information and integrate it with SEO best practices and our unique talents to build a powerful web marketing program.
If I was forced to offer one “secret” in online marketing today – Video. An online marketing program without a video component is destined to fail. Considering what we know about video consumption online today and what is projected in near future, video is an absolute necessity.
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Q: What are your plans for the future?
A: Our immediate plans are to continue our year over year double digit growth. We will do this by adding 2-4 new law firm clients every month for the remainder of this year and throughout 2020. Our long term plans include adding 2-4 new team members to focus on several specialty areas – Video, web design, content creation and social media. We also plan to create several new entities to focus on other niche businesses – Sundown Dental Marketing, Sundown Medical Marketing, Sundown Business Marketing.
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