LMAtech 2015 - Online Marketing for Small Firms that Delivers Results

How to be a Rock Star! Online Marketing for Small Firms That Deliver Results

Lydia Bednerik, Wendel Rosen

Clayton Dodds, Law Offices of Peter N. Brewer

Clare Ota, Murphy Pearson Bradley & Feeney

Erika Ritzer, Greenfield/Belser

Six Goals of Good Communication

1. Design around business goals

2. Position yourself as a leader

3. Preview what it’s like to work with you

4. Humanize your offering

5. Tell stories and deliver proof

6. Use charts, maps, tables and diagrams to delivercontent


1. Design around business goals


2. Position yourself as a leader


3. Preview what it is like to work with you


4. Humanize your offering


5. Tell stories and deliver proof


6. Use charts, maps, tables and diagrams to deliver content

Simple Yet Impactful Online Marketing Strategies

Simple Yet Impactful Online

Marketing Strategies

Speaker:Clare Ota


Prioritization, planning, goal setting and reporting (what should you do first and what can wait) Understand the BD spending to determine ROI Build on what the attorneys are already

doing/comfortable with Weave in new strategies as you build buy-in and

trust


Simple SEO strategies to improve your rankings Best: Google Analytics Critical to act on in a timely manner


Content marketing (chatter vs. anchor content) Repurpose, repurpose, repurpose!


Sharing the results Keep a “Midas Touch” list

LinkedIn

2011 Few attorneys online Haphazard/lack of focus Titles too broad No real conversation

2015 40 attorneys online 10 focused plan 32% strategic title Anecdotes emailed to

me/brought to my door

Wendel RosenWebsite Upgrade

Speaker:Lydia Bednerik@LydiaBednerik

Website Upgrade - Background

Background About the Firm Resources Motivations

Platform upgradesMobileSophistication

Website Upgrade – Project Goals

Increase Sophistication Feature Experience Showcase Attorneys Thought Leadership Social Media Mobile Keep Personality

Website Upgrade – Attorney Bios

• Larger photos• Showcase quotes• Alter Ego photo

• Custom tabs

• Microsite approach• Contact info up

front• Links to social

media accounts• Recent blog post• Recent Twitter

feed (coming soon)

Website Upgrade – Experience

Experience Database Featured Success Stories Available Throughout Site

Bios Practices Industries Thought Leadership

Pitch Materials/Knowledge Management

Website Upgrade – Prioritizing

Analysis (usage, devices, operating systems)

Identify Resources In-house talent Build for immediate, anticipate future Leverage what you have

Communication/Planning understand implications of decisions

Be willing to be imperfect

Website Upgrade – Low Tech Solutions

Word doc template for practice and bio pages

Attorneys could pick custom labels for tabs and choose content (up to 7 tabs).

We prepopulated fields w/ default content for attorney editing.

Website Upgrade – Low Tech Solutions

Materials Photos Bugs/punch lists

Atty Bio text Social Links

Bio Photo

Alter Ego Quote Success

Story Special

Smith Jones

Questions Wish list Decisions to be made

Excel spreadsheets/collaborative project sites to track:

Website Upgrade – Let It Go!

Perfection is the enemy of Progress Who decides (really)? Identify Phases

Must have Would like to have Wish list Content that can come later

Design for DIY & flexible future function

Website Upgrade – Leveraging

Use posting tools (Hootsuite, etc.) Content distributors Reuse, renew, recycle Name pages & links for SEO Cross link liberally (site, social, blogs, etc.)

Website Upgrade – SEO/Search Rankings (free)

Know your practice and audience – match to actual online engagement

Link between sites – use keywords in titles and links

Claim your Google profile SEO tag website pages – make it easy in CMS

Write w/ keywords – page titles, headers & content

Be specific – ground lease vs. real estate

Website Upgrade – Leveraging (pick a topic with legs)

Website (yours & others) Articles Thought Leadership Practice/Industry pages

Blog posts/social media commentary Speaking engagements Sponsorships Public Relations/media Digital/print ads (AdWords, paid . . . )

Website Upgrade – Engaging Attorneys

Feed topic ideas (set Google Alerts, news feeds) Find metrics

Distribution services often track/report Can have reports sent directly to authors Site analytics/anecdotal

Promote internally Email kudos Firm newsletters Practice meetings – get leaders to recognize

You’re a rock star when they feel like rock stars!

Online Marketing for Small Firms That Delivers Results

“We’ve written previously about mold disclosures…”

“…but an equitable easement may not be the only route”


“hiring a contractor” “home remodeling project” “selecting a contractor” “California homeowners”


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Five Key Strategies Every Firm Should Implement

1. Drive traffic to a well branded web site where you “stand and declare”

2. It’s ok to use low-tech solutions to manage your project (spreadsheets, forms, standardize content)

3. Consistently providing content of value advances relationships

4. Use tools and know your intended audience to prioritize (you don’t have to be all things to all people)

5. Pick specific topics and be relentless in cross-platform posting and linking…repurpose, repurpose, repurpose.

THANK YOU

Erika RitzerGreenfield/[email protected]

Lydia BednerikWendel [email protected]

Clare OtaMurphy [email protected]

Clayton DoddsThe Brewer Law [email protected]

LMAtech 2015 - Online Marketing for Small Firms that Delivers Results

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