Modern Legal Marketing: Here are the essentials
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Transcript of Modern Legal Marketing: Here are the essentials
TRANSFORMING PRACTICES
NEVER BEEN MORE INTERESTING AND REWARDING
TECHNOLOGY, PROPERLY APPLIED, MAKES THE SMALL MIGHTY
WITH A FEW KEY RELATIONSHIPS AND RESOURCES, A PRACTICE
MAY BE BUILT OR TRANSFORMED
CONNECTS PEOPLE TO INFORMATION: BE THAT INFORMATION –
SEE THE MOVIE THE INTERNSHIP
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MODERN LEGAL MARKETING
INTRODUCTION
CHANGING THE FIRM’S WEBSITE AND MARKETING APPROACH MAY REQUIRE A LOT OF PATIENCE AND CONVINCING
FEAR OF CHANGE MAY BE THE STRONGEST AMONG THE MOST SUCCESSFUL IN THE FIRM
OUTSIDE RELATIONSHIPS ARE OFTEN REQUIRED TO OVERCOME THIS FEAR OF CHANGE
A DISTRIBUTED APPROACH MAY BE PREFERABLE
• FIRM IS THE CENTRAL HUB, BUT MARKETING IS LAWYER CENTERED
THE LAW FIRM DYNAMIC
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MODERN LEGAL MARKETING
INTRODUCTION
LEARN FROM THOSE WHO DO IT WELL
3 SAMPLES
CONTENT MARKETING INSTITUTE
HINGE MARKETING HUBSPOT
CONTENT MARKETING
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MODERN LEGAL MARKETING
GETTING STARTED
DEVELOP KEY RELATIONSHIPS
• WEB DEVELOPMENT
• GRAPHICS AND SOCIAL MEDIA SUPPORT
• EDITORIAL SUPPORT
• CONTENT DEVELOPMENT
• CONTENT DISTRIBUTION
• ANALYTICS
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MODERN LEGAL MARKETING
ESSENTIALS
FINDING THE RIGHT RELATIONSHIPS
THE BEST RELATIONSHIPS ARE WITH PEOPLE WHO PROFIT FROM
YOUR SUCCESS
I RECOMMEND FINDING PEOPLE WHO BUY IN TO WHAT YOU ARE
TRYING TO DO
WHEN THIS OCCURS, CREATIVITY IS MAXIMIZED
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MODERN LEGAL MARKETING
ESSENTIALS
WEBSITE EVOLVED
WEBSITE NEEDS TO SUPPORT CONTENT MARKETING STRATEGY
MISTAKE EXAMPLE
WEBSITE NEEDS TO SOLICIT ENGAGEMENT
INCLUDE A LIBRARY AND BLOG
LANDING PAGES SHOULD ENGAGE: DOWNLOADABLE CONTENT
CONVERSION OPTIONS
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MODERN LEGAL MARKETING
ESSENTIALS
WEBSITE EVOLVED
FIND A WEB DEVELOPER THAT ACTIVELY MARKETS CONTENT
EXAMPLE: THE CATHOLIC FOODIE
WEBSITE BECOMES INTERTWINED WITH THE FIRM’S BLOG
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MODERN LEGAL MARKETING
ESSENTIALS
CLIENTS ARE INUNDATED WITH CONTENT
GOOD TITLE AND ATTRACTIVE VISUAL PRESENTAION ARE ESSENTIAL
EXAMPLE: MODERN LEGAL MARKETING: HERE ARE THE ESSENTIALS
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MODERN LEGAL MARKETING
ESSENTIALS
GRAPHICS AND SOCIAL MEDIA SUPPORT INCLUDES:
SELECT AND APPLY GRAPHICS TO DISTRIBTUED CONTENT
EFFECTIVE POSTING TO AVAILABLE SOCIAL MEDIA OUTLETS AND OTHER DISTRIBUTION
CHANNELS
CREATING AND MANAGING EMAIL MARKETING CAMPAIGNS
RESEARCHING NEW OUTLETS FOR CONTENT DISTRIBUTION
INBOUND TRAFFIC MANAGEMENT
EVALUATING AND IMPROVING EXISTING CONTENT DISTRIBUTION CHANNELS
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MODERN LEGAL MARKETING
ESSENTIALS
EDITORIAL SUPPORT
GRAMMARLY.COM
ALLOWS MUCH OF THE EDITING TO BECOME A CLERICAL
FUNCTION
GRAMMARLY ALSO OFFERS FEE FOR SERVICE EDITING BY A
TRAINED EDITOR
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MODERN LEGAL MARKETING
ESSENTIALS
CONTENT DEVELOPMENT
ORIGINAL CONTENT IS BEST
GOAL IS TO INDICATE UNIQUE CAPABILITY OF THE LAWYER OR
FIRM
ORIGINAL CONTENT THAT IS NUANCED IS DESIRABLE
GOOD EXPLANATION OF QUALITY CONTENT
A GOOD SUPPORT NETWORK ALLOWS ATTORNEYS TO FOCUS ON
CONTENT DEVELOPMENT
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MODERN LEGAL MARKETING
ESSENTIALS
CONTENT DISTRIBUTION: FINDING UNIQUE RELATIONSHIPS
BLOGS ARE A MINIMUM REQUIREMENT
EASY TO UPDATE, SEARCH ENGINE RELEVANCE
SOCIAL MEDIA OUTLETS ARE ESSENTIAL TO REACHING FAR AND WIDE
MY INVESTMENT IS MOSTLY IN LINKEDIN AND LINKEDIN GROUPS
SOCIAL MEDIA SUPPORT IS RESEARCHING EVERY CONTACT I HAVE
REMEMBER ALL OF THESE NETWORKS NEED TO BE MANAGED
EXCELLENT ADVICE IS AVAILABLE FROM HINGE, HUB SPOT AND WORDSTREAM
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MODERN LEGAL MARKETING
ESSENTIALS
ANALYTICS: CALIBRATING AND RECALIBRATING
COLLECTION AND ANALYSIS OF A FIRM’S WEB TRAFFIC
VISITORS, ACTIONS WHILE ON SITE, ORIGIN OF VISITOR AND HOW
THEY FOUND THE SITE, LOCALE, TIME ON SITE ETC.
OTHER ANALYTICS ARE AVAILABLE ON LINKEDIN, CONSTANT
CONTACT AND OTHER SOCIAL MEDIA
MY PERSONAL EXPERIENCE IS THAT I GET TWICE AS MANY HITS
WHEN I WRITE ABOUT MARKETING AND LATERAL HIRING
CLICKY. COM FOR MY ANALYTICS
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MODERN LEGAL MARKETING
ESSENTIALS
HOW CAN THIS HAPPEN IN A LAW FIRM?
STARTS WITH EDUCATION: REMEMBER SAL FROM THE VIDEO
ENCOURAGE THE FIRM TO DECENTRALIZE THE EFFORT
EXPAND THE DEFINITION OF WHAT A MARKETING BUDGET CAN
BE USED FOR : GO BEYOND TRAVEL AND ENTERTAINMENT
USE OUTSIDE EXPERTS TO SUPPLEMENT IN HOUSE EXPERTISE
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MODERN LEGAL MARKETING
ESSENTIALS