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Digital Marketing Strategy for Attorneys


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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.

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Digital Marketing Strategy for Attorneys

  1. 1. Ginny Allen DIY Legal Marketing Bootcamp for Solos and Small Firms July 29, 2016 Digital Marketing Strategy
  2. 2. Licensed Attorney 10 years of Legal Marketing & Business Development BACKGROUND&BIO Worked with over 1000 Attorneys
  3. 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?
  4. 4. Kindergarten has changed. So has Marketing.
  5. 5. I’m not tech savvy I don’t have enough time I don’t know where to start
  6. 6. Stuck in the tactical trenches
  7. 7. StrategyMarketingDigital
  8. 8. 2016 - Ginny Allen
  9. 9. Paulie Simon 2016 - Ginny Allen
  10. 10. Strategy What happens above the shoulders. Tactics What happens below the shoulders
  12. 12. Today’s Client Empowered Information Options
  13. 13. There are attorneys in Walmart, Y’all.
  14. 14. 1.3 Million USA 20,000 North Carolina
  15. 15. The very essence of strategy is choosing what NOT to do.
  16. 16. Where Do You Begin?
  17. 17. Don’t find customers for your products, Find products for your customers. - Seth Godin
  18. 18. 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
  19. 19. It’s Not About You.
  20. 20. You have to know your customers. - Neil Patel
  21. 21. What keeps them up at night?
  22. 22. If you’re not putting out relevant content in relevant places, you don’t exist. Gary Vaynerchuk
  23. 23. Make Your Content Memorable
  24. 24. The Online Ecosystem
  25. 25. Networking Public Relations Search Advertising TRADITIONAL Traditional Referrals Traditiona Taditional
  26. 26. Your New First Impression
  27. 27. 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.
  28. 28. Automate Your Follow Up
  29. 29. Map Out Your Workflow
  30. 30. Be Realistic About Resources
  31. 31. QUESTIONS
  32. 32. Ginny Allen @ginny_allen in/ginnyallen Thank You!