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Alabama Lawyer U: Marketing 101 CLE Program
- 1. 2017 MARKETING U Jabez LeBret | jabez@gngf.com @gngfound
- 2. JABEZ LEBRET
- 4. @gngfound OUR BOOK Includes Chapter Contributions from: AVVO Clio Fujitsu Complimentary Book
- 5. Scholarship Video Content Hosting Directory Listings Mobile Sites Search Social Media Websites Analytics SUCCESSFUL LAW FIRM WEB PRESENCE Website Social Links Content Hosting Directories Mobile Video
- 6. 2005 Online = Website 2016 Online = Presence
- 7. @gngfound MILLENNIALS • 18-33 years old now • Yes, they are adults and many are middle managers with great income • They grew up with mobile devices not phones • On average send over 100 texts a day • 2/3 rather text than speak to someone on the phone • They knew Amazon the retailer before Amazon the river • 75% are on social media (from a mobile device)
- 8. @gngfound GEN Z • <20 years old…. but • Largest population in U.S. • Prefer Images vs. text (snapchat, instagram, video) • Can work multiple screens at once (iPad, computer, TV, smartphone, games) and have only seen touchscreens • Learn as much from YouTube as school • Low attention span - “Bite-size media” • Leaving Facebook??
- 9. @gngfound THE INTERNET MINUTE • 701,389 logins on Facebook • 69,444 hours watched on Netflix • 150 million emails sent • 527,760 photos shared on Snapchat • 347,222 tweets on Twitter • 28,194 new posts to Instagram • 2.4 million search queries on Google • 972,222 Tinder swipes • 2.78 million video views on Youtube
- 10. @gngfound TYPES OF SEARCH TERMS Branded (Protect Referrals) Law Firm of Daley & Homer Justine Daley Chris Homer Non-Branded (Grow Your Leads) Estate Planning Attorney Probate Attorney Real Estate Attorney
- 12. @gngfound TWO ETHICS AREAS Protect your referrals • Reviews • Branded search • Website & Attorney bio pages • Accurate directory information Grow your leads • Linkable content • Backlink acquisition • Onsite Search Engine Optimization • Google and Facebook Ads
- 13. @gngfound KEY CHANGES IN 2016 • Mobile search and traffic is continuing to increase • New ads in local search • Local 3 pack and even Google Maps app • Voice search is changing search behavior • Reviews are becoming more and more important • Facebook is growing • Backlinks are still king
- 14. REVIEWS
- 15. @gngfound REVIEWS ARE IMPORTANT 2015 Survey: • 92% of consumers now read online reviews (vs. 88% in 2014) • 69% of consumers say a review must be written within 2-3 months to be relevant • Only 14% of consumers consider using a business that has a 1 or 2 star rating • 48% of consumers will visit the website after reading positive reviews
- 16. @gngfound REVIEWS ARE IMPORTANT 2015 Survey* • 92% of consumers now read online reviews (vs. 88% in 2014) • 40% of consumers form an opinion by reading just 1-3 reviews (vs. 29% in 2014) • Star rating is #1 factor used by consumers to judge a business • Consumers are becoming more concerned about fake reviews *BrightLocal Local Consumer Review Survey 2015
- 18. @gngfound THREE PACK (NOW WITH ADS) • Body One • Body Two
- 22. @gngfound REVIEWS - THE ETHICS • Don’t make up profiles to write reviews • You can’t write your own online reviews • Don’t pay for reviews • 7.2[B]: A lawyer shall not give anything of value to a person for recommending the lawyer’s services except…” • Responsible for reviews you can control October 2016: https:// www.supremecourt.ohio.gov/Boards/BOC/Advisory_Opinions/2016/ Op_16-008.pdf
- 23. @gngfound REVIEWS - THE ETHICS EXAMPLE: You ask Joe Smith to leave you a review: “Jim will win every time. He won $1 million for me in an auto accident lawsuit, Jim is the best Personal Injury attorney ever!!” How do you control? 7.1[3] An advertisement that truthfully reports a lawyer's achievements on behalf of clients or former clients may be misleading if presented so as to lead a reasonable person to form an unjustified expectation that the same results could be obtained for other clients in similar matters
- 24. @gngfound A CULTURE OF REVIEWS • Ask for paper internal review at closing meeting or you can use an online form on your website • Good review? What’s their email address? • Ask and provide a how-to guide • Provide guidance on what NOT to say • It’s not easy in Legal Profession
- 25. DIRECTORIES
- 26. @gngfound Firm Website Sitelinks Facebook Avvo Yelp & YP Birdeye
- 27. @gngfound SLIDE TITLE • Body One • Body Two Directory Listings
- 29. @gngfound KNOWLEDGE GRAPH • Body One • Body Two
- 33. @gngfound YELP
- 34. @gngfound DIRECTORY ETHICS • Ethics issues arise when you “Claim” the listing • Online Directories are acceptable form of advertising (Rule 7.2-5(a)) • Business description • Categories / Services (Rule 7.4) • “A lawyer may communicate the fact that the lawyer does or does not practice in particular fields of law or limits his or her practice to or concentrates in particular fields of law.”
- 35. @gngfound DIRECTORY ETHICS • A lawyer can only claim designation, specialist or expert only if permissible • Business description + Categories + Practice Areas + NAP • Caution: you could be responsible even if you hire a firm to “claim” your directory listings • Responsibilities Regarding Nonlawyer Assistants
- 36. @gngfound DIRECTORY ETHICS • 7.1 [2] Truthful statements that are misleading are also prohibited by this rule. A truthful statement is misleading if it omits a fact necessary to make the lawyer’s communication considered as a whole not materially misleading. A truthful statement is also misleading if there is a substantial likelihood that it will lead a reasonable person to formulate a specific conclusion about the lawyer or the lawyer’s services for which there is no reasonable factual foundation.
- 37. WEBSITES
- 38. WEBSITES THAT GET CLIENTS P A S T 2002 2014 LEGAL WEBSITES COMMUNICATE S O L V E I N F O R M S E R V E MARKETING P R E S E N T COMMUNICATE S O L V E I N F O R M S E R V ECOMMUNICATE SOLVE INFORM SERVE
- 40. @gngfound ESTABLISHING YOUR WEBSITE • Design & Structure • Conversion • Content • Ethics
- 41. @gngfound WEBSITE COMPONENTS • Name / “Brand” • Where are you located? How can I get a hold of you? • Phone Number / Contact Form / Chat / Text? • Do you understand my problem? What can you do for me? • Proof I should call you? • Easy to navigate and find things • Schema Markup for Google (business, attorney, and reviews) - ask your webmaster
- 42. • How do I call you? • What do you do? • What can you do for me? • Proof I should call you?
- 43. @gngfound Your Website Name/Brand How do I contact you? What can you do for me? Easy to Navigate Proof I should call you
- 44. @gngfound Do you understand my problem?
- 45. @gngfound Proof I should call you
- 46. @gngfound WARNING: Attorney Client Relationship
- 47. @gngfound WEBSITE ETHICS • Make sure your web and content developers understand what you can and can’t say about your experience, expertise, trial publicity, etc. • Hiring Someone: the partner or lawyer must take reasonable efforts to ensure that the [company] they retain's actions are within the professional obligation of the lawyer and not violate the Rules of Professional Conduct - 5.3.
- 48. @gngfound WEBSITE ETHICS • Do not mislead with your website copy • Communications Concerning a Lawyer's Services • No testimonials on website without consent (re-post online reviews?) • Avoid saying "I can save your business" or "higher my firm and you will walk free" - nothing that could lead someone to expect results • Don’t compare your firm to another like "Our firm is better than Smith and Smith" unless you can factually substantiate
- 49. @gngfound WEBSITE ETHICS • Watch the content of your website pages • Comparative Speech in title tags, meta descriptions, copy • If you have pages in another language, e.g. In Spanish, then you must have a disclaimer in that language. Simple stating that your firm Hablamos Espanol does not require a Spanish disclaimer • Disclaimer on your website should be on every page. • A copy or recording of advertisements or written communication needs should be retained by the law firm for 5 years (hint: take frequent backups of your website)
- 51. @gngfound BLOGGING/CONTENT ETHICS • No Names Please • Do not talk about clients without consent in blogs or online content • Trial Publicity • Tread lightly if you are going to talk about the case at all • Hunter vs. Virginia (1.6, dismissed, but…..)
- 52. @gngfound THE FUTURE IS MOBILE *IDC Research Report 2013 have their phone on or near them for all but up to 2 hours of their waking day.79% reach for their smartphone immediately after waking up 62% say they can't recall the last time their smartphone wasn't next to them.25% Among smartphone owners age 18-44
- 53. @gngfound MOBILE TRAFFIC ON THE RISE Leads are also coming from mobile devices 45% of leads came from mobile devices based during August 2016* *from GNGF data
- 55. @gngfound MOBILE WEBSITE • Body One • Body Two
- 56. @gngfound ETHICS ON MOBILE WEBSITE • Even on mobile it is still a website. • Don’t forget the disclaimer • If required to say “this is advertising” at a certain font size in your state, make sure the mobile doesn’t scale it too small.
- 57. SOCIAL MEDIA
- 59. @gngfound FACEBOOK • There are 1.71 Billion monthly active users on Facebook • 1.13 Billion people log into Facebook every day • 4.75 Billion pieces of content are shared daily
- 60. @gngfound FACEBOOK DEMOGRAPHIC CHANGES • Kids leaving Facebook • Fastest growing demographic is adults ages 35-55 • Behavior is drastically changing
- 64. @gngfound LINKEDIN • There are 433 million users • 40% of users check LinkedIn daily • 59% of LinkedIn users don’t use Twitter
- 65. @gngfound BEWARE OF “SKILLS” “Opinion rules that a lawyer may accept an invitation from a judge to be a "connection" on a professional networking website, and may endorse a judge. However, a lawyer may not accept a legal skill or expertise endorsement or a recommendation from a judge.”
- 66. @gngfound TWITTER • There are 310 Million monthly active users • 44% of created accounts have never sent a Tweet • 80% of users access Twitter via a mobile device • A day’s worth of tweets would fill a 10 million page book
- 70. @gngfound SNAPCHAT FASTEST GROWING • Under age of 35 • Semi-Private • Discovery Issues
- 71. @gngfound SOCIAL MEDIA ETHICS What counts as advice? • Dealing With Unrepresented Person • If the lawyer knows or reasonably should know that the “unrepresented person misunderstands the lawyer's role” • If you are engaged in a discussion LinkedIn and there is a possibility that the person misunderstands your comments make sure to inform them of your relationship and do not give legal advice.
- 72. @gngfound SOCIAL MEDIA ETHICS Is this Advertising? - Facebook Page Post Ad • Yes • May want to submit a copy of Page Post Ad as Advertising • Keep records of Ads by not deleting them Don’t Imply Results or Mislead • Communications Concerning a Lawyer's Services • Don’t say things that could lead someone to expect results • Don’t compare your firm to another like "Our firm is way better than Smith and Smith" unless you can factually substantiate
- 73. @gngfound SOCIAL MEDIA ETHICS • Other Issues • Don’t “friend” potential jurors • Accidental Discovery • Using Social For Discovery • Using Social as Evidence (Competence?) • Advising Clients About Social • Commercial Speech = Advertising
- 74. @gngfound ETHICS GAME Case is finally over. Unanimous verdict! Celebrating tonight.
- 75. @gngfound ETHICS GAME Another great victory in court today! My client is delighted. Who wants to be next?
- 76. @gngfound ETHICS GAME Won a million dollar verdict. Tell your friends and check out my website.
- 77. @gngfound ETHICS GAME Won another personal injury case. Call me for a free consultation.
- 78. @gngfound ETHICS GAME Just published an article on wage and hour breaks. Let me know if you would like a copy
- 80. @gngfound MARKETING SPEND BREAKDOWN • Paid ads • Google Ads • Avvo ads • Facebook paid ads • Brand protection • Directory listings • Social media • Review management 25% 55% 20% Marke&ng Spend Breakdown Paid Ads Organic Search Brand Protec7on
- 82. @gngfound NOT PROVIDED (Not Provided) = 86%+
- 84. @gngfound VOICE SEARCH INCREASING (Long Tail) Voice Search = 350+ Visits
- 86. @gngfound GROW YOUR LEADS - LINKABLE CONTENT
- 87. @gngfound SCHOLARSHIP • Body One • Body Two • Direct outreach to schools (.edu) • Scholarship websites • Social magnification • Tie into geo-location and industry • Cast a wide net
- 89. THANK YOU Jabez LeBret jabez@gngf.com | @gngfound