A resident agency on our list of trustworthy top performers is Mockingbird Marketing. There are a few very important things to know about the team, and their work.
First, let’s begin with their Google Premier Partner status. An achievement no other agency can boast, and one that isn’t easy to come by. You wouldn’t know that Mockingbird is headquartered in Seattle because their team is constantly teaching side-by-side with Google experts all over the country. Hosting talks, including their day-long workshop called Legal Connect with Google, hosted at Google offices around the country.,
Founded by Conrad Saam, the seventh employee at online attorney profile giant Avvo; who took the organization’s online presence to the front page of Google without a dollar spent on advertising. And, that same outside of the box thinking he used at Avvo drives the success of Mockingbird’s client’s today.
‘It’s not our fault, but it’s still our problem’
When discussing client projects, websites, and challenges. It’s clear that he and his team can tackle some of the worst situations created by what are called ‘Black Hat Tactics.’ A common and unfortunate strategy of link building, false listings, and uncouth behavior practiced by many marketing firms, who look to get quick wins, get paid and move on. Often seen in highly competitive practice areas, such as mass tort, personal injury and medical malpractice.
Tactics which, work for a little while until the law firm gets their domain blacklisted, receives an ethical violation, or eventually runs into so many problems that it’s nearly impossible to start over.
While the situations described above may sound extreme, or uncommon I can assure you they are not. Law firms are some of the highest spenders when it comes to online marketing and frequently get burned by agencies who see dollars but deliver no value. Mockingbird is a sanctuary for law firms who have been burned so badly, they don’t know if they can ever recover.
A hard-earned trait that also puts them in a fantastic position to serve the everyday law firm who just wants to up their lead count each month.
Over time, the Mockingbird team has developed formulas and strategies that can rebuild the Google’s search engine trust to overcome a history of poor management. That, when applied to websites with a clean bill of health, can work some serious magic.
It’s the same outside of the box thinking that helps land their clients in publications like the New York Times, or The Wall Street Journal. Constantly asking; What’s an angle we can take for this firm’s Public Relations strategy that hasn’t been done before? How can we develop relationships with local journalists that will pay off for our client? In marketing, the opportunities aren’t always in front of you, sometimes you must create them which the Mockingbird team does with style. And these serve up genuine, high-quality links, other agencies can’t hope to match with subscription “link building” packages.
Your Outsourced Marketing Department
It’s hard to appreciate the depth of resources necessary to plan and execute a marketing campaign. Strategy, graphic design, copywriting, advertising purchases and ongoing ad management are all everyday tasks.
A one-stop shop for law firms that look at marketing as an investment, that should also deliver a return. Measurable from the bottom line, up. Every dollar of marketing spend, including the human resources to execute a campaign must contribute to the business.
When the Ads Just Aren’t Working
Sometimes, it’s not the Google ranking, billboards or radio commercials that aren’t performing. A recent client’s numbers just weren’t where they should be, so the Mockingbird team dug in. Analyzing reports, combing through data, and finally auditing over 147 hours of phone records – they found it was the intake process and call handling driving leads away, not the marketing. So, the team pivoted and worked on a training program for staff, coaching and improved intake processes.
“We push for what works for the client to fix their weak points and leverage the assets they have,” explains Conrad as we chatted about the situation. One that could have gone south quickly, if like some agencies they would have pointed the finger at the law firm and said, it’s your fault.
Return Starts Here
Consumer law firm marketing is one of the most competitive businesses to be in. There are a very small number of agencies who act as business partners, not vendors. Those who own the responsibility to deliver value every month (Mockingbird has no long-term contractual requirement) and commit to solving the problems that came before them.
The Mockingbird Marketing team dedicates their time and creativity to finding ethical ways to do just that. If you are looking for a partner to take your law firm marketing to the next level, and want to learn more about their services, call Conrad at 206 209 2125 or check out mockingbird.marketing.