Ginny Allen's Digital Strategy presentation was part of the Do-It-Yourself Legal Marketing Bootcamp presented by the Raleigh Chapter of the Legal Marketing Association. The presentation covers important aspects of digital marketing strategy for attorneys including identifying target client, content marketing, website best practices, marketing channel selection, and follow up.
3. CARAPACECan You Define
Even One of
These Words?
ISOPOD
CASTINGS
The hard shell that protects against predators.
An animal that has equal number of legs on
either side.
Worm poop.
Can You
Define One of
These Words?
20. Where
Should I
Begin?
Rethink Your
Practice and Your
Clients to Find Your
Starting Point
Practice Area
1. Client You’d Clone
2. Sub-niche
3. Profitability
4. Integrate with
Outside Interest
5. Gap in Your
Firm or the
Market
6. Emerging
Issue
1
6
5
4
3
2
2016 - Ginny Allen
30. BLOG
MOBILE
FRIENDLY
CASE
STUDIES
TESTIMONIALS
DISCLAIMERS
Contacting you via your site
doesn’t create an ACR.
Content “for informational
purposes only.”
Give visitors a way
to engage.
Prospective clients want
social proof. Careful of
ethics rules.
Google is penalizing you.
Users are frustrated.
UVP
CALLS TO
ACTION
ATTORNEY
BIOS
The most visited pages on
law firm websites.
Boost your SEO; build trust
and credibility.
Download content, sign up for
newsletter, subscribe to blog.
Who do you help? What
problems do you solve?
WEBSITE COMPONENTSConsider these elements when evaluating your site.
I’ve got a Starbucks gift card for the first person who can correctly define any one of these three science words.
CARA PAAACE
ISOPOD
CASTINGS
My Goal today is to help you unravel these complex layers.
To free you from the tactical trenches.
And help you develop a strategy that will put you ahead of the game.
And moving in a direction that you are excited to be headed. Don’t we all want to be generating revenue doing something that makes us happy?
My Goal today is to help you unravel these complex layers.
To free you from the tactical trenches.
And help you develop a strategy that will put you ahead of the game.
And moving in a direction that you are excited to be headed. Don’t we all want to be generating revenue doing something that makes us happy?
And this is awesome news for attorneys. We are a profession that hates sales, we hate marketing, we pay a ton for our education, and they don’t even teach us the stuff that matters!
Content marketing allows you to share your knowledge to attract new clients. All from the comfort of your own desk, in your safe office, etc.
What you really have to understand is the nature of today’s client.
The Law Store is in Missouri I believe and plans to expand nationally in 2017.
It’s time to dig into the details. Go beyond demographics, and get into behaviors, etc. etc.
But that;s difficult for attorneys because we want to cast a very wide net.
And I get it…a month or two into starting my company I was referred a potential client by a friend. The potential client was an entrepreneur, with one foot still in the corporate world,. She was a mom, with kids around the age of mine, and she was super smart, driven, and cool. She had an online store that had taken off because her baby-related product had taken off when it was picked up by Zulily.
So I started considering the help she needed, strategizing about her project…And I quickly realized that to provide the quality of work I wanted to deliver, I was going to have to do a lot to get up to speed on website, content, and social media best practices for e-commerce sites. I had been working with attorneys for the past 10 years – what did I know about Pinterest?
Today the client is empowered, and your digital strategy begins with them.
Its not about your practice area its about the people you serve. That requires a shift in mindset for most attorneys. For instance..
It’s time to dig into the details. Go beyond demographics, and get into behaviors, etc. etc.
Understand their challenges and how you can address them. Because your potential customers aren’t searching for Raleigh estate planning attorney, they are searching for answers to their questions. Gary Vee quote next.
And this is awesome news for attorneys. We are a profession that hates sales, we hate marketing, we pay a ton for our education, and they don’t even teach us the stuff that matters!
Content marketing allows you to share your knowledge to attract new clients. All from the comfort of your own desk, in your safe office, etc.
Solar system or subway map
It’s a poor reflection of you
What are the components to keep them moving through the system. Examples of opportunities to convert.
Follow UP: Email newsletters (and the trouble with email newsletters); product development (flat fee, limited scope); Client Meetings (Don’t bring a packet of materials; Don’t stretch your experience; Ask questions); webinars, email offers of value.
In setting up system, what is the next action you want a client to take?
