pr and social media for professional service firms
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PR AND SOCIAL MEDIA FOR PROFESSIONAL SERVICE FIRMS
Roger RoyseRoyse Law Firm, PC
1717 Embarcadero RoadPalo Alto, CA 94303
E-mail: [email protected]
www.rogerroyse.comSkype: roger.royse August 27, 2012
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FIRM STRATEGY
A. BrandingB. Marketing ToolsC. ReferralsD. Transparency
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A. BRANDING
• Establish your brand- Price- Size- Practice areas/Specialties offered- Geography/Industry- Expertise/Experience- Client list
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BRANDING CONT’D…
• Strong brands ensure client retention and acquisition- Consumers want to be assured of
making the right decision• Messages must be true, meaningful
and differentiable
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B. MARKETING TOOLS
Every lawyer and law firm has a different “core” marketing focus.
1. Inbound Marketing2. Firm Website3. Social Media4. Budget
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1. INBOUND MARKETING
• Networking Events- TO BUILD A RELATIONSHIP with potential
referral sources- NOT just to get new clients
• Speaking Engagements- Get the attendees contact information- Have a follow up strategy (e.g., offer
consultation, monthly newsletter, etc.)
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INBOUND MARKETING CONT’D…
• Blogs/Articles/Newsletters- 51% of Internet users in the U.S. (over 91 million
people) read blogs- Discuss cutting edge topics and current events (e.g.,
tax issues in cloud computing)- Publish blog posts constantly (2 to 4 times per week)- Register your blog in directories and promote
constantly• Videos
- Content, Content, Content- Professionalism - Focus on target audience
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INBOUND MARKETING CONT’D…
• Press Releases- Google loves press releases
o Considers them an authoritative sourceo Ranks them high for search results
- Good way to show firm success without promisingo Avoids ethical issues
• What do you write about in your press releases?- Commentary on current news events- Legal decisions that potentially affect your community- Results of a poll or a survey you conduct among clients- Firm news such as new associates, awards, community
involvement, etc. • Publish at least one press release per month for most attorneys
- More if you are a new practice
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2. FIRM WEBSITE
• Integrate website with all marketing outlets- Use it as a publishing platform for your social media
sites and attorney-generated content• The more geographically dispersed your client base,
the more your website matters- Less face-to-face meetings
• Client testimonials- Ethical issues arise because these are testimonials
that you control- Encourage positive feedback to be posted by
others on your social media sites• Use of Wordpress and Turnkey Solutions
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FIRM WEBSITE CONT’D…
For an example, check out the
Royse Law Firm Website
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3. SOCIAL MEDIA
• Using Social Media- Create a profile/page for the firm- Load with engaging content (research, articles,
photos, videos, etc.)- Share info: lawyer speaking events, publications,
legal news, firm news- Update and engage visitors often- Link all social media and inbound marketing (e.g.,
blog) o each other
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SOCIAL MEDIA CONT’D…
• Social Media Sites- Facebook- Twitter- Linkedin - Twitter
• Lawyer Social Networks- Martindale-Hubbell Connected- Legally Minded- Hubstreet- JD Supra - Lawyers.com- Avvo- Justia
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SEARCH ENGINE OPTIMIZATION (“SEO”)
• Tag keywords in all of your online content and link back to your website- Google AdWords (or Twitter hashtags)
• List your company in as many directories as possible
• Analytics- Monitor visitor activity
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SOCIAL MEDIA SITES
• Remember that social media is “social” – embrace its interactive nature
Buddy Media’s “Best Practices Guide for Twitter”- Tweet 4x/day or less- Use fewer than 100 characters per Tweet- Add links to Tweets to get higher Retweet rates
o Tweets containing links get 86% higher Retweet rates- Make sure the links are clickable by including a space before the
URL- Tweet on the weekends – engagement rates are 17% higher then- Engage with followers during “busy” hours of 7 a.m. to 8 p.m.- Include hashtags in your Tweet, but no more than 2 per Tweet- Add links to images- Use the word “Retweet” as a call to action to your followers to
shareo 12x higher Retweet rates
• Think about this data while using all social media sites
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4. BUDGET
What is your budget?
How much are you willing to allocate to social media and marketing?
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C. REFERRALS
• Equally important marketing outlet• Longer-term strategy• Types of Referral Sources
- Current clients - Former clients - Lawyers- Associations/Social Clubs- Lawyers.com- Family
• Ask for referrals in your social media and marketing outlets
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D. TRANSPARENCY
• Link together all marketing outlets- According to HubSpot, firms that publish
blog content to social media sites generate 50% more leads than firms that don’t.
• Monitor ROI and focus on what works for your firm
• Follow up with potential, current, and past clients
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PALO ALTO1717 Embarcadero Road
Palo Alto, CA 94303
LOS ANGELES11150 Santa Monica Blvd.,
Suite 1200Los Angeles, CA 90025
SAN FRANCISCO135 Main Street,
12th FloorSan Francisco, CA 94105
www.rroyselaw.comwww.rogerroyse.com
E-mail: [email protected]: roger.royse