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Crossing The Digital Divide


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Crossing The Digital Divide

  1. 1. Crossing the Digital Divide: emarketing to clients and prospects Presenter Carolyn Elefant Marketing/Social media track March 25, 2010 2:30-3:30 March 25 - 27, 2010
  2. 2. 6 Inexpensive, High Tech Ways to Market Your Practice E-mail Marketing Podcasting Videocasting Blogging Webinars e-Books and Vooks
  3. 3. E-Books <ul><li>What? </li></ul><ul><li>An electronic pamphlet, usually 8-25 pages, on a discrete legal topic </li></ul><ul><li>Why? </li></ul><ul><li>Educate clients </li></ul><ul><li>Call to action and permission marketing </li></ul><ul><li>SEO if posted on archive sites </li></ul><ul><li>Where? </li></ul><ul><li>Download via website & autoresponder </li></ul><ul><li>Post on JD Supra, DocStoc & other archiving sites </li></ul><ul><li>How? </li></ul><ul><li>aggregate blog posts in PDF file </li></ul><ul><li>compile client FAQs </li></ul>
  4. 4. Blogging <ul><li>What? </li></ul><ul><li>A frequently updated website. </li></ul><ul><li>Why? </li></ul><ul><li>educate clients </li></ul><ul><li>SEO </li></ul><ul><li>engage in discourse w/other lawyers </li></ul><ul><li>keep abreast of practice developments </li></ul>
  5. 5. Blogging Where?
  6. 6. Blogging <ul><li>How to Start: </li></ul><ul><li>Select a service (start free/cheap and upgrade) </li></ul><ul><li>Choose a name (cutesy v. SEO) </li></ul><ul><li>choose a topic (discrete and niche are best) </li></ul><ul><li>commit to regularity - 3-4 times a week starting out </li></ul>
  7. 7. Webinars <ul><li>What?  </li></ul><ul><li>Seminar online </li></ul><ul><li>Why? </li></ul><ul><li>MOST effective method to attract & retain clients </li></ul><ul><li>educate new clients </li></ul><ul><li>reinforce ties to existing clients </li></ul><ul><li>repurpose content for website or even sale (extra revenue stream) </li></ul><ul><li>Looks impressive, but very inexpensive </li></ul>
  8. 8. Webinars WHERE?
  9. 9. Webinars <ul><li>How? </li></ul><ul><li>choose platform </li></ul><ul><li>choose topic </li></ul><ul><li>choose date  </li></ul><ul><li>Set up registration (Google forms, Aweber, ejunkie) </li></ul><ul><li>promote webinar via social media, email lists and conventional tools  </li></ul><ul><li>deliver and record webinar </li></ul><ul><li>redistribute webinar via YouTube, website </li></ul>