Richard James Event 11/13/15
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Transcript of Richard James Event 11/13/15
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Law Firm “Digital” Marketing Trends
for 2015-2016 Jabez LeBret
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@gngfound
JOURNALISM
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Our Book AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK
Jabez LeBret Mark Homer
How to Turn Clicks INTO CLIENTS
THIRD EDITION
ONLINE
PRACTICESTRATEGIES
LAWComplimentary Copy of #1 Best-Selling Legal
Technology and Marketing Book
@jabezlebret
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2005
Online = Website
2015
Online = Presence
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Scholarship
Video
Content
Hosting
Directory Listings
Mobile Sites
Search
SocialMedia
Websites
Analytics
SUCCESSFULLAW FIRM
WEB PRESENCE
Website Social Links Content Hosting Directories Mobile Video
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@jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• Content
• We trust strangers
• Links and Social
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THE FUTURE IS MOBILE
*IDC Research Report 2013
have their phone on or near them for all but up to 2 hours of their waking day.79%
reach for their smartphone immediately after waking up62%
say they can't recall the last time their smartphone wasn't next to them.25%
Among smartphone owners age 18-44
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Millennials
• 20-36 years old now• Yes, they are adults and many are middle managers with
great income• They grew up with mobile devices not phones• On average send over 100 texts a day• 2/3 rather text than speak to someone on the phone• They knew Amazon the retailer before Amazon the river• 75% are on social media (from a mobile device)
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Gen Z• <20 years old…. but• Largest population in U.S.• Prefer Images vs. text (snapchat, instagram, video)• Can work multiple screens at once (iPad, computer, TV,
smartphone, games) and have only seen touchscreens• Learn as much from YouTube as school• Low attention span - “Bite-size media”• Leaving Facebook??
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Are you ready?
• Mobile Responsive Website
• Make it easy to get a hold of you from mobile device
• Make sure your firm is setup correctly on mobile search
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KNOWLEDGE GRAPH
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@jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• Content
• We trust strangers
• Links and Social
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Keyword Stuffing“Blocks of text listing cities and states a webpage is trying to rank for”
Pasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands Oaks
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@gngfound
Where to Put Your Blog
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@gngfound
DO YOU UNDERSTAND MY PROBLEM?
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Content: Blogging?
• SEO Value? • Fewer Posts, Deeper Content• Still Important• Add Personality
Ethics: •Don’t use names•Hunter vs. Virginia•Ghostwriter?
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@gngfound
• Common questions?
• 10 FAQ / 10 SAQ
• Localize National Topics
• Curate Content
• Local Posts
WHAT TO BLOG ABOUT?
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Creating Content“This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.”
Nevada Divorce Attorney + 12 Other States
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Your Website Ethics•Disclaimers -‐ email vs. website “advertising material”
•Make statements that imply results
•Trade Names and Distinctive Website
•Keep a record = backups!
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@gngfound
ONLINE VIDEO
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ONLINE CHAT
VIDEO
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@gngfound
VIDEO
Video Quality Less Than 90sec Content Only Promote on FB Transcribe
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@gngfound
• 1 Firm Overview Video - 60-90 seconds
• 50 - 150 FAQ Videos - 60 seconds
ONLINE VIDEO
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@gngfound
• Good Audio and Lighting are critical
• Lavalier Microphones
• B-Roll Footage
• Low background music increases sound quality
FIRM OVERVIEW VIDEO
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@gngfound
FAQ VIDEO
• 45- 60 Seconds
• All Content No Sales
• Improved Quality
• Link To Website
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ALETERNATE CONTENT PLACEMENT
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@jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• Content
• We trust strangers
• Links and Social
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WHY REVIEWS MATTER
67% OF CONSUMERS
READ 6 REVIEWS OR
LESS TO MAKE UP THEIR MIND
SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE
OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS
79% 73%
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And that data is old…2015 Survey:
• 92% of consumers now read online reviews (vs. 88% in 2014)
• 40% of consumers form an opinion by reading just 1-3 reviews
• Only 13% of consumers consider using a business that has a 1 or 2 star rating
• Star rating is #1 factor used by consumers to judge a business
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Reviews
Where to Get Reviews:
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Image of search result with stars
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@gngfound
ONLINE REVIEWS
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@gngfound
ONLINE REVIEWS
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Reviews
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@gngfound
• You can’t write your own online reviews • Caution: you are responsible even if you hire a firm to “claim”
your directory listings • Responsibilities Regarding Nonlawyer Assistants Don’t make
up profiles to write reviews • Don’t pay for reviews • “A lawyer shall not give anything of value to a person for
recommending the lawyer’s services”
ETHICS OF REVIEWS
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@jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• On-Demand Expectations
• We trust strangers
• Links and Social
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Why Social Media CompetenceAre you confident that you, the lawyer, can adequately provide guidance and advice to your clients about the exposure and risks of using social media networks.
Asking people to not participate in social media is liking asking people to not use email.
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I Don’t Buy Links Often But When I Do…
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Social Content Links On/Off Site
Traffic + Conversions Links Still Matter Be Careful Contextual v Link Scholarships Rock
@jabezlebret
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Social Content Links On/Off Site
Traffic + Conversions
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Social Content Links On/Off Site
Traffic + Conversions Instructions on Your Website Infographic About Scholarship Pre-Written Emails Call Schools Video v. Essay – Easy Choice
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Social Content Links On/Off Site
Traffic + Conversions
Contextual Link from .edu
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Content Links On/Off
Traffic + Conversions
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Just Posting is Pointless Page Post Ads Mobile Optimized Not Right Side Ads Psychographic Targets
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IMAGES MATTER
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Images
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http://www.entrepreneur.com/article/238646?hootPostID=2e98e3ae21517fd09f7f20384535007b
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Links On/Off Site
Traffic + Conversions No Text Above Ad Image Altered Adjust Headline & Copy
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@gngfound
FACEBOOK PAGE POST AD
$120 Total Ad Spend 123,712 ppl saw post $.0009 per impression
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FACEBOOK VIDEO
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Auto-Play v.
Youtube
300%+ Increase Views More Shares More Likes
Fewer Minutes Watched
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5 minute v.
2 minute
38% Watched Longer 8% More Starts
12% More Clicks More Shares + Likes
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@gngfound
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@gngfound
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Direct Link to Website Infographics Group Boards Pinable Images
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Almost 100% Mobile Image Driven Story Sharing Hashtags Heavily Used Comment Back
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UGC
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@gngfound
• Other Issues • Don’t “friend” potential jurors • Accidental Discovery • Using Social For Discovery • Using Social as Evidence (Competence?) • Advising Clients About Social • Commercial Speech = Advertising
SOCIAL MEDIA ETHICS
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@jabezlebret | @gngfound
Pay to Play
• Promote quality content via social media paid posts –
save money by targeting!
• Get some rich markup back by using Adwords
• Figure out what directories are crushing it in your
area and spend $$ for premium placement
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@jabezlebret | @gngfound
Other Trends for 2015-2016
• Visual Marketing
• Social costs money?
• Security
• Technology Competence
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Law Firm “Digital” Marketing Trends
for 2015-2016 Jabez LeBret
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@gngfound
What counts as advice? • Dealing With Unrepresented Person
• If the lawyer knows or reasonably should know that the “unrepresented person misunderstands the lawyer's role”
• If you are engaged in a discussion LinkedIn and there is a possibility that the person misunderstands your comments make sure to inform them of your relationship and do not give legal advice.
SOCIAL MEDIA ETHICS
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@gngfound
Is this Advertising? - Facebook Page Post Ad • Yes
• May want to submit a copy of Page Post Ad as Advertising • Keep records of Ads by not deleting them
Don’t Imply Results or Mislead • Communications Concerning a Lawyer's Services • Don’t say things that could lead someone to expect results • Don’t compare your firm to another like "Our firm is way better than
Smith and Smith" unless you can factually substantiate
SOCIAL MEDIA ETHICS