Warm-Up #1:Opportunity Stretch               STRATEGIC           MARKETING FOR                LAWYERS
MARKETING 15 YEARS AGO          1997
MARKETING TODAY          2012
OH MY. How Do I Manage It All?
OBJECTIVES
TARGETING                    Lead                           Generation                        Thought                     ...
You     SegmentMoney   Competition
ID + TEST + CWP              2012             CWP
STRATEGIC MARKETING1   Set objectives2   ID target audience3   ID + test marketing channels4   Point everything back to yo...
THE SOCIAL MEDIAOPPORTUNITY
150mm RUs  900mm RUs                                                4mm visits                                            ...
THE VIDEOOPPORTUNITY
THE VIDEO OPPORTUNITY    UNIQUELY SHOWS WHO          YOU ARE
THE VIDEO OPPORTUNITY                    20%                   MORE WEBSITE VISITS                  PER MONTH ON AVERAGESO...
GOOGLE LIKES VIDEO CONTENT                   Organic search                      listings
Seattle AttorneyChris Davis
THE MOBILEOPPORTUNITY
EXPLOSIVE MOBILE GROWTH   OVER NEXT 2 YEARS
19% OF ADULTS IN THE U.S.   NOW HAVE TABLETS
Lost branding
Lost branding   Video will not   play on tabletThe video you are tryingto watch is a format not       supported
Number is not  clickable
MONITOR & MEASURE
CONTACT INFO1   mark@avvo.com2   Twitter.com/mark_britton3    Lawyer Marketing Blog:    www.lawyernomics.avvo.com4   Avvo ...
Strategic Marketing for Lawyers by Mark Britton
Strategic Marketing for Lawyers by Mark Britton
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Strategic Marketing for Lawyers by Mark Britton

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Lawyers and legal marketers understand their firm needs a website, a logo and even business cards. Many also understand the benefit of blogging, email newsletters, answering questions on Avvo and having a business page on Facebook. But not many lawyers know where to focus their marketing efforts and how to strategically piece together each initiative so that they support the firm's overall brand and key messages. Learn how to develop an integrated marketing plan that will drive more business.

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Strategic Marketing for Lawyers by Mark Britton

  1. 1. Warm-Up #1:Opportunity Stretch STRATEGIC MARKETING FOR LAWYERS
  2. 2. MARKETING 15 YEARS AGO 1997
  3. 3. MARKETING TODAY 2012
  4. 4. OH MY. How Do I Manage It All?
  5. 5. OBJECTIVES
  6. 6. TARGETING Lead Generation Thought Leadership Branding Referring AttorneyPotential Existing Client Client
  7. 7. You SegmentMoney Competition
  8. 8. ID + TEST + CWP 2012 CWP
  9. 9. STRATEGIC MARKETING1 Set objectives2 ID target audience3 ID + test marketing channels4 Point everything back to your CWP
  10. 10. THE SOCIAL MEDIAOPPORTUNITY
  11. 11. 150mm RUs 900mm RUs 4mm visits 200,00 contacts4B videos/day500mm RUs 170mm RUs Copyright 2012 - Avvo, Inc.
  12. 12. THE VIDEOOPPORTUNITY
  13. 13. THE VIDEO OPPORTUNITY UNIQUELY SHOWS WHO YOU ARE
  14. 14. THE VIDEO OPPORTUNITY 20% MORE WEBSITE VISITS PER MONTH ON AVERAGESOURCE: YouTube, 2012
  15. 15. GOOGLE LIKES VIDEO CONTENT Organic search listings
  16. 16. Seattle AttorneyChris Davis
  17. 17. THE MOBILEOPPORTUNITY
  18. 18. EXPLOSIVE MOBILE GROWTH OVER NEXT 2 YEARS
  19. 19. 19% OF ADULTS IN THE U.S. NOW HAVE TABLETS
  20. 20. Lost branding
  21. 21. Lost branding Video will not play on tabletThe video you are tryingto watch is a format not supported
  22. 22. Number is not clickable
  23. 23. MONITOR & MEASURE
  24. 24. CONTACT INFO1 mark@avvo.com2 Twitter.com/mark_britton3 Lawyer Marketing Blog: www.lawyernomics.avvo.com4 Avvo Blog: www.avvoblog.com
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