Ian Rogers and Mike Ballard presentation on marketing a law firm in the 2015+ digital age.

1. Marketing Your Firm
In the Digital Age
Mike Ballard / Ian Rogers

2. Agenda
The Key Elements of Marketing Lawyers
Incorporating this into the Digital Frontier
• Buying Personas
• Messaging
• Design / UX
• Capturing Leads
• Bios
• Social Media

3. Why Are You Here?

4. Positioning your Practice

5. Positioning your Practice
Counseling
Nurse
Diagnosis
Family Doctor
Efficiency
Pharmacist
Creativity
Brain Surgeon

6. Three Keys in Marketing Lawyers
Demonstrate Expertise, Don’t
Assert It
Create relationships and/or nurture
or enhance them
Leverage your marketing efforts
for greater synergy

7. In-House Counsel Use LinkedIn
70 Percent use LinkedIn weekly
91 percent use LinkedIn to find and connect
with new outside attorneys
* Association of Corporate Counsel, Inside Counsel magazine, American Bar Association, and Kredible

9. Website
Social
Blogging
Banner
Ads
Videos
PPC
SEO
Ebooks
Books
Email
Newspaper
Yellowpages
Direct
Mail
Local
Billboards

10. Personas
Messaging
Design/UX
Lead Capture

11. Target Buyers
Craft a Message
Site UX / Nav Funnel
Capture the Lead

12. Buyer Personas

13. Buyer Personas
• Demographics (male, age, etc)
• Geographic (zip code, state, country)
• Behavioral (how do they buy?)
• Psychographics (values, interests)

14. Dan the Dentist
• Male, 40 - 60 years (practice owner)
• United States, Suburban
• Follows trends, 1 to 2 years behind
• Values expertise in field

15. Messaging

16. 10 Words or Less

22. Design and User Experience

23. “Design is not just
what it looks like and
feels like. Design is
how it works.”

25. Use Personas to Build Navigation

26. Typical Navigation
Home
Services ContactAbout Us
Case StudiesTraffic Tickets
Personal Inj
Criminal
Defense
Reviews
Team

27. Persona Navigation
Home
ContactAbout Us
Case Studies
Traffic Tickets Personal Inj
Criminal
Defense
Reviews
Team

30. Lead Capture

40. A Word About Bios

45. “Great performance is
about one percent
vision and 99 percent
alignment.”
Jim Collins
Built to Last

46. Thank you