lmatech 2015 - online marketing for small firms that delivers results
TRANSCRIPT
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
Six Goals of Good Communication
1. Design around business goals
Six Goals of Good Communication
2. Position yourself as a leader
Six Goals of Good Communication
3. Preview what it is like to work with you
Six Goals of Good Communication
4. Humanize your offering
Six Goals of Good Communication
5. Tell stories and deliver proof
Six Goals of Good Communication
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
Simple Yet Impactful Online Marketing Strategies
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 Yet Impactful Online Marketing Strategies
Simple SEO strategies to improve your rankings Best: Google Analytics Critical to act on in a timely manner
Simple Yet Impactful Online Marketing Strategies
Content marketing (chatter vs. anchor content) Repurpose, repurpose, repurpose!
Simple Yet Impactful Online Marketing Strategies
Sharing the results Keep a “Midas Touch” list
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
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
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”
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
“hiring a contractor” “home remodeling project” “selecting a contractor” “California homeowners”
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
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Online Marketing for Small Firms That Delivers Results
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Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
Online Marketing for Small Firms That Delivers Results
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]