Boca Raton, Fla.-based Rocket Matter introduced Rocket X1, a new internet marketing service for law firms, separate from its namesake practice management software as a service, on April 2. Rocket X1 is designed to bring together several "agency" marketing services, such as website design and search engine optimization, under one umbrella.

If you paid attention to internet advertisements the last few years, you may have noticed Rocket Matter’s logo and advertisements on many websites outside of the legal vertical. The "successful" online marketing initiatives of Rocket Matter, said Larry Port, CEO and founder of Rocket Matter and the new Rocket X1 general manager, have culminated into the new marketing services. Port described the new services to provide website design, social media, and email newsletter strategies, search engine optimization consultation, and online content marketing. The new services aim to generate and manage new leads, continued Port, and combine the services traditionally delivered from several internet advertising agencies together with Rocket Matter’s market automation software platform. Rocket X1 will compete with the likes of Lawyers.com, but not Avvo Ignite, said Port.

Port will continue as CEO of Rocket Matter, but he will become the Rocket X1′s general manager. Rafael Santos, vice president of Rocket Matter products, will act as Rocket Matter’s general manager. Port aims to lead a new team to help firms with 10 or more attorneys engage internet marketing. In response to whether Rocket Matter and Rocket X1 share systems or code, Port said "no." Rocket X1 is a separate system and only integrates with Rocket Matter by an application programming interface that will surface a lead in Rocket Matter that can be tracked and tagged as a potential new client.

Rocket X1 is designed to get law firms up to speed in 90 days with a new website focused on lead generation, a social networking strategy that includes Facebook, LinkedIn, and Twitter; Google accounts to monitor website traffic and SEO; a regular email newsletter; an optional digital advertising campaign (pay per click); and an expansive Google AdWord campaign. Port described Rocket X1′s keyword strategy as one that goes beyond a firm’s locality and practice areas to reach a broader base of readers that include web pages outside legal verticals, using more general terms that go beyond practice group definitions. For example, said Port, family law specialist turns into children’s advocate.

Rocket X1 will engage customers with an initial 12-month contract for services, which Port estimated to be no more than other internet advertising agencies that cost from $3,000 to $5,000. Services are delivered in two stages, said Port, "launch" and "orbit." During launch, the Rocket X1 helps the firm prepare content, i.e., web pages, newsletter, blog, etc., geared for lead management and trains the firm to read SEO and other marketing reports to monitor their marketing strategy. Once in orbit, firms will know what works and what does not and can adjust their strategy as necessary.

Rocket Matter and Rocket X1 are based in Boca Raton, Fla., and will be exhibiting at the American Bar Association’s ABA Techshow at the Chicago Hilton, April 4 to 6.

Sean Doherty is the technology editor for Law Technology News, a Legal affiliate based in New York.