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LMAtech 2015 - Strategies for Maintaining your Firm's Digital Brand: Evolution not Revolution
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Transcript of LMAtech 2015 - Strategies for Maintaining your Firm's Digital Brand: Evolution not Revolution
Strategies for Maintaining
your Firm’s Digital Brand:
Think Darwin, Not Ché
Jaron Rubenstein, Rubenstein Technology Group
Sarah DiCaro, Perkins Coie LLP
Jennifer Larivee, Akin Gump Strauss Hauer & Feld LLP
Katy von Treskow, Winston & Strawn LLP
Our Panel
Jaron Rubenstein
Founder & President, Rubenstein Technology Group
@RubensteinTech
Sarah DiCaro
Senior. Digital Marketing Manager, Perkins Coie
PerkinsCoie.com, 2nd Place LMA 2015
@SDiCaro
Jennifer Larivee, Esq.
Director of Marketing, Akin Gump
AkinGump.com, 3rd Place LMA 2015
Katy von Treskow
Director of Mktg Communications, Winston & Strawn
Winston.com, 1st Place & Best in Show, LMA 2014
Topics
Maximize Organic Search
Exceptional Website Search
Leverage Analytics
Compelling Video
Comprehensive Attorney Bios
Maximize Organic Search
Monitoring, maintaining, and enhancing your SEO results
Poll: SEO at Your Firm
How many firms have a formal SEO strategy, and
how do you manage the work?
No formal SEO strategy
We have an SEO strategy, managed internally
We have an SEO strategy, managed by an outside
firm
6 SEO Best Practices
Use meaningful, keyword-rich URLs
Make content easy for search engines to index
Go mobile – ensure your website is mobile optimized, if not responsive
Keep your content fresh
Serve website contact via HTTPS for improved privacy and an SEO boost
Employ semantic page coding and proper page hierarchy
Maximize Organic Search:
Key Takeaways
Manage your SEO
Google yourself!
Focus on headers, page titles, meta descriptions
and content; pushing niche and industry terms is
much easier than broad practice names.
Work with your development partner on continuous
improvements.
Take a holistic approach to content
Your Questions?
Exceptional Website Search
Optimize your visitors’ ability to find firm information
Defining the Best Search Experience
Analytics don’t lie.
Users like search refiners and filters.
After conducting an initial search and navigating to
the full page of results, Winston users can further
refine results by a variety of categories
Defining the Best Search Experience (cont’d)
Depending on how search is conducted, different filters will be available.
Beyond focusing on known on- and off-site influencers (e.g., content, keywords and HTML tags) think about impactful structural elements, like topics and type-ahead functionality.
If you expect large internal engagement with your site, evaluate your attorneys online behaviorisms and develop the friendliest tool possible.
Defining the Best Search Experience (cont’d)
Don’t underestimate simple and literal results.
Feed the engine.
Inform and ensure the best search results by associating topics, tags and related pages to each new page of content you add to the site.
Think multi-dimensionally.
Search has more layers these days to generate and influence results. Think about that when brainstorming with attorneys.
Exceptional Website Search:
Key Takeaways
Review analytics for your Search Queries
How many users are using search?
What are they looking for?
Are they finding it?
How can you improve their experience?
Make your search smarter
Your Questions?
Leverage Analytics
Create a KPI scorecard defining actionable analytics
Poll: SEO at Your Firm
Have analytics been effective in driving strategy
and change with your firm’s content strategy?
No
Somewhat
Yes
1
9
19 main practices,
135 related practices
75% of visitors
do not click on a practice
Most common click-thru
is the advanced search
20
5 main practices, 34 related practices
Traffic increased by 50+% for practice pages
Traffic increase by 30+% for industry pages
Returning visitors increased by 40+%
Direct traffic increased by 95%
Rebuild – Analytics and Tips
Visits and views only tell some of the story. Review visitor journey
Is search used?
Time spent on page/bounce rate
Do you need a new content strategy? Look at competitors and clients
Consider renaming pages and updating navigation
Lose the internal structure approach.
Reference surveys, reports, articles, etc..
2
1
Leverage Analytics:
Key Takeaways
Review analytics reports regularly
Use data to drive decision-making
Use data to convince decision-makers
Evaluate your content strategy
Your Questions?
Compelling Video
Producing quality video assets for your audience
Poll: Analytics at Your Firm
Does your firm use video as part of your digital
marketing strategy?
Yes
No
Videos are Popular, Influential,
and Self-disruptive
With our site redesign, we wanted to bring our content and messaging to life with compelling visuals in the form of infographics and videos.
At launch (October 2013), videos were sprinkled throughout our site to reinforce our brand and demonstrate the culture of the firm through the people.
Analytics, coupled with strong SEO indicators, led to us enhancing the scope of this substantially.
People like to watch videos.
Videos enhance the firm’s SEO and SMO strategies.
Videos are Popular, Influential,
and Self-disruptive (cont’d)
Our website isn’t the only home for video content.
Social media channels are placing an emphasis on visual messaging, and visitors are more likely to “share” and “like” this type of content than standard updates.
With an archive of rich content, we also repurpose videos when pitching attorneys for speaking engagements and media opportunities.
The development of this was massive to enable and mirror our full-site functionality, seamlessly.
RubensteinTech embedded videos into our preview panel to allow for deeper and targeted consumption of this content.
This is a self-disruptive channel, with attorneys telling you their story. The ability to build on that is really exciting and evolving, constantly.
Compelling Video:
Key Takeaways
Look for opportunities to leverage video content for
your firm
Ensure your video content is supported for mobile
users
Consider social media channels for video, like
YouTube and Periscope
Emphasize quality over quantity
Your Questions?
Comprehensive Attorney Bios
Deeper profiles for firm attorneys
Poll: Bio Campaigns
Does your firm have a formal bio campaign to
update attorney bios?
Yes, in progress
Yes, planned for the future
No
Poll: Bio Campaigns
Who in the firm is primarily working with attorneys
on bios?
Marketing/practice support teams
Marketing tech team
Communications team
No support (Attorneys are responsible)
Other
How General Counsel Research
Outside Lawyers and Law Firms
3
3
What Clients Want in a Bio
Where I Went to Law School in 1973
The Judge I Clerked With
Every Type of Matter I’ve Worked On
Courts and Bars I’m Admitted To
What Other Lawyers Think of Me(Superlawyers, AV Rating, etc.)
Law Review Articles Written
Do You Have Experience Doing Exactly What I Need?
What Kind of Work Are You Really Good At?
What Do Your Clients Think of You?
Will You Return My Calls?
Are You a Jerk?
Links to Blog Posts
Are You on Facebook or Twitter?
Contact Information
Comprehensive Attorney Bios:
Key Takeaways
Start a bio campaign to ensure you have well-
written, up-to-date attorney bios
Take advantage of the fact that everyone will be
looking at their bios after re-launch
Use analytics to drive bio decision-making and
desired attorney behavior
Your Questions?
Q&A
Thank You!
Jaron Rubenstein
@RubensteinTech
Sarah DiCaro
@sdicaro
Jennifer Larivee, Esq.
Katy von Treskow