let your clients find you: marketing your firm online
DESCRIPTION
Are clients able to find you? People are shifting how they find legal help. Instead of looking at the shingle hanging in the town square, people now turn to search engines, rating services, and social media. Are you prepared to make yourself available to clients in these new spaces? Do you know how to advertise in these new spaces ethically? Learn about new media marketing and legal advertising from Gyi Tsakalakis and Clio's Joshua Lenon. By the end of this free webinar, you'll be ready to build out your online presence and meet potential clients where they’re really searching.TRANSCRIPT
Let Your Clients Find You: Marketing Your Firm Online
Joshua Lenon – Clio Gyi Tsakalakis – AttorneySync
Faces & Names
2
Joshua'Lenon'Lawyer'in'Residence'
'Clio'
Gyi'Tsakalakis'SEO,'SEM,'Analy5cs'
'A3orneySync'
Today’s Presentation
• Shifting Marketing Landscape (10 min)
• Rules Affecting Lawyers Advertising Online (10 min)
• Creating a Digital Presence (30 min)
• Questions (10)
– Guest Panelist: Big Data in Practice
– Questions
Today’s Presentation
• Shifting Marketing Landscape
• Rules Affecting Lawyers Advertising Online
• Creating a Digital Presence
• Questions
– Guest Panelist: Big Data in Practice
– Questions
SHIFTING MARKETING LANDSCAPE
Traditional Lawyer Advertising
Lawyer Advertising
Lawyers have always been regulated when advertising.
Florida Advertising Rules
Florida’s lawyer advertising rules apply to all forms of communication seeking legal employment in any print or electronic forum, including but not limited to newspapers, magazines, brochures, flyers, television, radio, direct mail, electronic mail, and Internet, including banners, pop-ups, websites, social networking, and video sharing media.
Rule'487.11(a)'
Florida Advertising Rules
Required Content: • Name of Lawyer or Firm • Location of Practice • Referrals Disclosed • Other Disclosures
Rules'487.12813'
Florida Advertising Rules
Television, radio, print, and Internet advertisements must be filed for review with the bar at its headquarters address at least 20 days before their first use. Each filing costs $150. Any change to wording, illustrations, photographs, typographical marks, layout, or color scheme requires a new filing.
Rule'487.19(a)'
Florida Advertising Rules
Lawyer & law firm websites are exempt from
the filing requirement
Rule'487.20(g)'
57% of people seeking an attorney used online sources.
Source:''“AForney'Selec5on'Research'Study,”'conducted'by'The'Research'Intelligence'Group'(TRiG)''
Traffic to law firm website home pages is down almost 20 percent in the last year.
Source:''“Are'Law'Firm'Websites'Evolving'or'Dying,”'Above'the'Law,'June'04,'2014'
Only 39 percent of law firm traffic now enters through
the home page
Source:''“The'Disappearing'Homepage,”'Great'Jakes,'February'19,'2014'
Clients are coming to law firm websites via
“sideways surfing”
RULES AFFECTING LAWYERS ADVERTISING ONLINE
Model Rules of Professional Conduct
• 7.1 - Communication Concerning a Lawyer's Services
• 7.2 - Advertising • 7.3 - Direct Contact with Prospective Clients
7.1 - Communication Concerning a Lawyer's Services
“A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. “ • Applies to Rule 7.2 – Advertising • Must distinguish past results from future
cases
7.2 - Advertising
• May advertise services through public media, communications not involving in person contact
• Pay the reasonable costs of advertisements or communications
• Any communication made pursuant to this rule shall include the name at least one lawyer responsible for its content.
7.3 - Solicitation of Clients
• A lawyer shall not by in�person, live telephone or real-time electronic contact solicit professional employment when a significant motive for the lawyer's doing so is the lawyer's pecuniary gain.
States Rules
• Differentiate between Communications & Non-communications
• Disclaimers for previous results • Record retention for communications versus
content • Contact information requirements
CREATING A DIGITAL PRESENCE
LET YOUR CLIENTS FIND YOU
How do people find and hire lawyers like you?
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Friends, Lawyers & the Web
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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
Friends, Lawyers & the Web
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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
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Photo by Juliana Coutinho - Creative Commons Attribution License https://www.flickr.com/photos/10217810@N05'
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Friends, Lawyers & the Web
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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
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Friends, Lawyers & the Web
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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
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hFp://www.aForneysync.com/blog/mega8ish8serp8lawyers/''
Many ways to help people find you in search.
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Paid search advertisements (PPC, SEM, AdWords) YOU PAY GOOGLE
34
Local business listings. Automatically generated from local search ranking factors.
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Traditional organic search results (SEO, natural results, algorithmic) Automatically generated from over 200 ranking factors.
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How'do'I'help'people'find'me?'
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Who are these people?
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hFp://moz.com/blog/inbound8marke5ng8is8taking8off'
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GOOGLE WEBMASTER GUIDELINES hFps://support.google.com/webmasters/answer/35769'
FOR THE ROBOTS
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Authorship'(headshot'in'search'results):'h3ps://plus.google.com/authorship'
'
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FOR THE ROBOTS
Publisher'(informa5on'box):'h3ps://support.google.com/answer/4569085/''
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FOR THE ROBOTS
Rich'Snippets'(reviews,'video,'events,'etc):'h3ps://support.google.com/webmasters/answer/99170/''
46
FOR THE ROBOTS
Schema'(the'future):'h3p://www.a3orneysync.com/blog/googleCsupportsCa3orneyCschema/''
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FOR THE ROBOTS
www.google.com/webmasters/tools/richsnippets/''
Learn SEO
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hFp://moz.com/beginners8guide8to8seo/''
hFps://support.google.com/webmasters/answer/35291/''
Web Presence HELP
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50
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HTTP://NIFTYLAW.COM/'
Friends, Lawyers & the Web
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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
Elsewhere on the Web Ge#ng&found&“other&places”&online.&
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hFp://m
oz.com/learn/local/cita5ons8by8category#AF
orneys''hF
p://moz.com
/learn/local/cita5ons8by8city'''
Friends, Lawyers & the Web
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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
Social Networks The&new&“ask&a&friend.”&
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hFp://online.wsj.com/ar5cles/companies8alter8social8media8strategies81403499658''
QUESTIONS
Thank You
Joshua'Lenon'Lawyer'in'Residence'
'Clio'[email protected]'@JoshuaLenon'
Linkedin.com/in/joshualenon'''
Gyi'Tsakalakis'SEO,'SEM,'Analy5cs'
'A3orneySync'[email protected]'
@GyiTsakalakis'Linkedin.com/in/gyitsakalakis'