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Boost Your Online Legal Marketing Ethically, Effectively: MOSOLO19

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Presentation by Willie Peacock on 6/8/19.
WilliePeacock.com

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Boost Your Online Legal Marketing Ethically, Effectively: MOSOLO19

  1. 1. Boost Your Online Marketing … Ethically. Willie Peacock QDRO & Estate Planning Attorney Marketing Consultant
  2. 2. About Me.
  3. 3. More Me:  Web geek since the 90s;  Marketing professional since 2011;  Lawyer since 2011;  Licensed in 7 states;  Military.com / Solo QDRO & Estates Practice;  Working on first book, marketing & legal tech company;  Interests include Royals, Chiefs, Lakers, legal technology, crochet, running, DIY home renovation, wrenching cars
  4. 4. Today We’ll Cover… WEBSITE MAPS CLIENT REVIEW SITES LAWYER AWARDS DIRECTORY SITES PAY PER CLICK SOCIAL MEDIA
  5. 5. Foundation: Website
  6. 6. Two Types of Websites:
  7. 7. Business Card Website: CONTACT INFORMATION FIRM, ATTORNEY, STAFF BIOS PRACTICE AREA LISTINGS CONTACT PAGE Only purpose is to advertise firm.
  8. 8. Encyclopedia Website: CONTACT INFORMATION FIRM, ATTORNEY, STAFF BIOS PRACTICE AREA LISTINGS CONTACT PAGE DEEP, INFORMATIVE CONTENT Purpose is to educate, inform, and yes, get clients for the firm.
  9. 9. Deep Content Exhaustive coverage of your practice area Content is longform, deep coverage, cites sources Written for laypeople This is SEO! This is really, really hard! Nearly all website fail to do this correctly!
  10. 10. Other Website Performance Tips  Test your own site on a smartphone, tablet, desktop  Test your site on cellular data  Ask your geek: am I on WordPress?  WordPress: 61% market share. Next closest? Joomla at 5%.
  11. 11. Tracking Performance  Overall website traffic – rough sign of health  ‘Organic’ search traffic – should grow over time  Referral traffic – are paid channels working?  Rankings data – less important!  Leads and clients by source – more important!
  12. 12. Rule 4-7.1: No false or misleading information about the attorney or the services they provide. References past case results, awards, or victories without a disclaimer: results are not “Likely” to create an unjustified expectation as to the results the attorney is able to achieve Compares the lawyer's services to that of another, unless they can be factually verified Advertises for a specific type of case the attorney has no experience with or competence in
  13. 13. Rule 4-7.1: No false or misleading information about the attorney or the services they provide. States or implies that the lawyer can attain results in violation of Rules of Professional Conduct Advertising contingency fees without stating the client may be responsible for expenses or costs. Discount language (“cut-rate,” “lowest,” “discount,”) without substantiation. Portrays a former judge or refers to a lawyer as “judge” may be misleading
  14. 14. Conspicuous Disclaimer Discourse Nearly all sites require some disclaimer! Exception: site only has name, contact info for staffed offices, practice area list, bar admissions. “The choice of a lawyer is an important decision and should not be based solely upon advertisements.” Other disclaimers: • “Results not guaranteed” for verdicts • “Dramatization of lawyer, client, victim, scene, event” (Stock photos!) • Paid endorsements/testimonals • Part-time or “by appointment” office addresses • Practice areas you don’t practice (refer out) *The above text is likely too small and indiscernible to qualify as conspicuous under 4-7.2. Burying the disclaimer on a separate page also would probably not work.
  15. 15. Get On The Map
  16. 16. Why Google Maps?  Appears above regular Google search results  Results are nearly instantaneous  Listing + a few reviews = phone calls  Easiest and Free
  17. 17. Steps to Go Live GOOGLE.COM/BUSINESS WAIT FOR POSTCARD VERIFICATION ETHICALLY ASK FOR REVIEWS
  18. 18. Rule 4-7.2: No Map Spam. Principal office? Okay. Lawyered 3 days per week? Okay. Disclaimer: staffed these days and times Disclaimer: by appointment only
  19. 19. See also: Legal Directories These sites will often outrank real lawyers. FindLaw, LawInfo, Yelp, Avvo, HG, etc. Do a Google check for your practice/geo.
  20. 20. Ratings and Reviews  Google Maps  Yelp  Avvo  Martindale  U.S. News  SuperLawyers  Lawyers of Distinction  American Institute of …  National Trial Lawyers Association  Million Dollar Advocates
  21. 21. How to Get Reviews Make it a part of your file closing Ask for feedback & Send a link Review gating? Negative reviews?
  22. 22. Ethics of Client Review Sites REAL REVIEWS – NO NO FALSE OR MISLEADING STATEMENTS NO PAID TESTIMONIALS (UNLESS DISCLAIMER)
  23. 23. Lawyer Awards – Real or Fake?  U.S. News “Best Lawyers”  Thomson Reuters’ SuperLawyers  Martindale Rating  Avvo Rating
  24. 24. Lawyer Awards – Real or Fake?  American Institute of …  Lawyers of Distinction  National Trial Lawyers  National Association of Distinugished Counsel  Best Attorneys of America  America’s Top 100  Local Magazine lists Do you have to pay to keep the award?
  25. 25. Should You Chase Awards? Many bar associations are cracking down or requiring details on how awards are determined. Is that award misleading? Can you explain the award on your website?
  26. 26. How to: SuperLawyers “PROPRIETARY” SELECTION CRITERIA BALLOTS GO OUT TO LAWYERS EVERY YEAR SHAMELESS STUMPING OR “I VOTED” EMAILS
  27. 27. How to: Martindale PEER RATINGS SYSTEM SUBMIT A LIST OF 20- REFERENCES REFERENCES MUST BE LISTED, PROVIDE EMAIL WARN PEER REFERENCES
  28. 28. How to: Avvo RATINGS =/= REVIEWS 10.0 SCALE POINTS FOR SPEAKING, WRITING, PEER ENDORSEMENTS, BAR LEADERSHIP, LAWYER AWARDS
  29. 29. How to: Avvo  Free guide and infographic on today’s resources list!  Bit.ly/MOSOLO19
  30. 30. Pay Per Click / Social Media Ads PPC gets calls from people with urgent needs Paid social is good for branding Unpaid social is a waste of time
  31. 31. PPC Basics Auction-style Cost per click Robo-bidding Expensive, but instant Reactive Marketing
  32. 32. Is PPC Ethical? Rule 4-7.2: “distributed generally to persons not known to need legal services of the kind provided by the lawyer in a particular manner.” Solicitation or are you putting up ads in a directory that Google displays in response to a search? Conspicuous disclaimers, unless: Name / field of law / bar admissions / contact info Comparison words, unless factually verifiable Verdicts & victories, unless disclaimer
  33. 33. Social Media Breakdown Facebook for most consumers Instagram for young people Twitter doesn’t work for anyone LinkedIn for Business to Business Proactive Marketing
  34. 34. Social Media Ethics Disclaimers probably apply Client review ethics apply Befriending clients, judges, opposing counsel
  35. 35. Keeping Track of It All… WEBSITE MAPS CLIENT REVIEW SITES LAWYER AWARDS DIRECTORY SITES PAY PER CLICK SOCIAL MEDIA
  36. 36. Track Your Leads “HOW DID YOU HEAR ABOUT TRACKING PHONE LINES USE A CRM PLATFORM
  37. 37. Dollar figures that matter – track by source  Cost per lead  Cost per client acquisition  Revenue per client  Conversion rate (lead to real client)  Return on marketing investment (Revenue-cost)
  38. 38. A small favor to ask! Grab your smartphones and answer this survey: bit.ly/MOSOLO19SURVEY
  39. 39. Add me to your contacts Point your smartphone camera at the barcode. Don’t take a picture. You’ll get a pop-up to add me to your contacts.
  40. 40. Stay in Touch Free resources: bit.ly/MOSOLO19 • Cheap and free marketing tools • Avvo 10.0 Guide & Infographic • Book preview and announcements • OmniLawyers Waiting List Twitter: @PeacockEsq LinkedIn: linkedin.com/in/peacockesq Website: williepeacock.com 562-774-1LAW (Text or Call)

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