Online Marketing for Lawyers


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Todd William, founder and CEO of Reputation Rhino, a leading online reputation management company in New York City, delivered a powerful presentation about online marketing for lawyers and how attorneys and law firms can leverage social media to turbocharge their practice.

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Online Marketing for Lawyers

  1. 1. 1
  2. 2. ATTORNEY ADVERTISING IN THE DIGITAL AGERule 7.1 of the New York Rules of Professional Conduct governs appropriateuse of “computer accessed communications” – defined very broadlyIn general, Rule 1.0(c) of the New York Rules of Professional Conductdefines computer-accessed communications as any electroniccommunications made by or on behalf of a lawyer or law firm, including:• Websites / Blogs• Chat Rooms• Forums / Comments• E-mail / Instant messaging• Banner Ads• Pay Per Click Advertising 2
  3. 3. RECORDKEEPING AND RESPONSIBILITY• A New York attorney or law firm is required to pre-approve anyadvertisement, including websites, and they must retain a copy of thewebsite for at least one year.• A copy of the contents of any website are required to be preserved uponthe initial publication of the website, upon any major redesign, or upon ameaningful and extensive change in the content, according to Rule 7.1(k). 3
  4. 4. WEBSITE DO’S• Under Rule 7.1(h), at least one attorney or law firms name, telephonenumber and location of the principal law office is required on alladvertisements, including websites.• According to Rule 7.1(f), the home page of the attorneys website that isused to advertise or market the services of the attorney shall be labeledwith the phrase, "Attorney Advertising.“• If your website has a case evaluation or similar form, include adisclosure that submitting a form does not create an attorney clientrelationship.• The meta-tags or other hidden computer codes on an attorneys websitemust follow the same rules that would apply if the meta-tags werevisible. 4
  5. 5. WEBSITE DON’TS• According to Rule 7.1, an attorneys website cannot contain any statementsor claims that are false, deceptive or misleading or that violate any Rule.• Statements about the level or quality of services provided should befactually supported by the lawyer or law firm as of the date on which theadvertisement is published or disseminated.• Rule 7.4(a) of the New York Rules of Professional Conduct states that anattorney is prevented from using the terms "recognized," "certified" or"specialist," unless certain specific requirements are met.. 5
  6. 6. ATTORNEY TESTIMONIALS• According to Rule 7.1(e), the testimonial cannot be false or misleading,the information must be able to be factually verifiable, and it mustinclude a disclaimer that says "Prior results do not guarantee a similaroutcome.“• If a legal matter is still pending, the client must provide the lawyer withinformed consent that is given in writing to use the testimonial orendorsement. 6
  7. 7. SOCIAL MEDIA 7
  9. 9. WHY LINKEDIN FOR LAWYERS• Get found by potential clients• Connect and engage existing and potential clients• Promote content (law journal articles, firm communications, blog articles, news mentions, major settlements, videos, photos)• Demonstrate thought leadership• Generate leads• Firm recruiting 9
  10. 10. WHAT TO DO RIGHT NOW ON LINKEDIN• Build your LinkedIn network• Connect with clients and companies• Join groups• Participate in groups• Give and get recommendations• Create a company page• Create a LinkedIn group 10
  11. 11. TO TWEET OR NOT TO TWEET? 11
  12. 12. WHY TWITTER FOR LAWYERS• Get found by potential clients• Professional networking• Connect and engage existing clients and followers• Promote content (law journal articles, firm communications, blog articles, news mentions, major settlements, videos, photos• Demonstrate thought leadership 12
  13. 13. WHAT TO DO RIGHT NOW ON TWITTER• Create a Twitter account• Post a headshot or attractive logo• Create a Twitter account for your firm• Follow colleagues, friends, news publications• Post at least 3 x day 13
  14. 14. WHY FACEBOOK FOR LAWYERS• 1 out of every 8 minutes online is spent on Facebook – your clients are already there• Get found by potential clients• Connect and engage existing clients• Promote content (law journal articles, firm communications, blog articles, news mentions, major settlements, videos, photos• Generate leads 14
  15. 15. WHAT TO DO RIGHT NOW ON FACEBOOK• Create a personal Facebook page• Create a Facebook business page• Add friends• Join networks• “Like” companies• Manage privacy settings• Post relevant content 15
  16. 16. 7 SOCIAL MEDIA STATS YOU NEED TO KNOW1. 91% of online adults use social media regularly (Source: Experian)2. 1 out of every 8 minutes online is spent on Facebook (Source: Comscore February 2011)3. Internet users spend 3x more time on blogs/social networks than email (Source: Nielsen Company - Nov 2010)4. 3 out of 4 consumers seeking a lawyer last year searched online (Source: The Research Intelligence Group (TRiG), March 2012)5. 95 percent of lawyers are on LinkedIn for professional purposes (Source: 2012 ABA Legal Technology Survey Report)6. 38 percent of lawyers use Facebook for professional purposes (Source: 2012 ABA Legal Technology Survey Report)7. 11 percent of lawyers use Twitter for professional purposes (Source: 2012 ABA Legal Technology Survey Report) 16
  17. 17. WHY BLOG?• According to Hubspot, companies that blog get 97 percent more inboundlinks, 55 percent more website visitors and generate 88 percent moreinbound leads than those who do not blog.• Companies that blog have 434% more indexed pages• Blogging frequency has a direct impact on lead generation – companiesthat blog weekly get twice the median number of leads of companiescompares to companies that blog monthly. 17
  19. 19. WHAT ABOUT PAY PER CLICK? Source: Covario – January 2011 19
  20. 20. DOES PPC ADVERTISING EVER MAKE SENSE?• For highly competitive keywords• While you are implementing your SEO strategy• For time-limited offers/promotions• To capitalize on breaking news• PPC advertising is made to measure• Analyze keywords and competitors carefully and demand metrics 20
  21. 21. SEARCH ENGINE OPTIMIZATIONThe top 10 organic search results receive 89% of all clicks from users.SEO has changed forever – are you still doing the same thing?Here are seven simple steps to improve your SEO:1. Determine relevant keywords for your practice2. Analyze your competition3. On-page optimization (titles, tags, keywords, coding)4. Blog to increase frequency of new content5. Get social (Facebook, Twitter, LinkedIn, Pinterest, Google+)6. Off-page optimization and linkbuilding7. Monitor results and repeat 21
  22. 22. ABOUT REPUTATION RHINOReputation Rhino is a leading online reputation management consultancyand digital agency based in New York City.We have an extraordinary team of experienced legal, public relations,marketing and technology experts who have worked with the largest brandsin the world.Our company has been featured on Bloomberg Businessweek, Forbes, FoxBusiness, Politico, U.S. News, Bankrate, InformationWeek and WABCRadio. 22
  23. 23. WHAT WE DO Reputation Management Online Public Relations Social Intelligence Search Engine Optimization Web Design & Development Blogging & Social Media Online Advertising 23
  24. 24. WHY REPUTATION RHINO? We are a results-driven digital agency with over 25 years of combined PR and marketing experience working with some of the world’s largest brands. We create fully integrated public relations and online marketing campaigns based on our clients goals and consistent with their legal and regulatory obligations. We have unmatched expertise in online public relations and online reputation management for individuals and business. We build a strong relationship with our clients and maintain close involvement and regular contact. We take pride in our strategic planning, achieve measurable results and deliver a return on investment. 24
  25. 25. LET’S CONNECTReputation Rhino LLC711 Third Avenue – 12th FloorNew York, New York 10017(p) 888.975.3331(e) 25