In this presentation, we will explore the fundamentals of Building A Successful Legal Practice using Digital Marketing Strategies such as: - Content Marketing - Social Media Marketing - Website

1. Building A Successful Legal
Practice using Content Marketing
and Other Digital Marketing
Strategies

2. HELLO!
I am Joie Thompson
Chief Content Editor at iVEN Digital and
Legalpedia Nigeria Limited.
Instagram: @thecontentmarketingchick
URL: www.legalpediaonline.com/clb
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3. What You Will Learn
● The Major Pillars of Law Firm Digital Marketing
● Myths in The Legal Industry (in respects to RPC)-
DISPELLED
● What Content Marketing really is
● Reasons why Content Marketing is the core of your
Law Firm’s marketing strategy.
● Getting the most out of your legal digital marketing
efforts.
● BONUS
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4. 4
Let’s Do This!

5. Place your screenshot
here
•Smart phone
•Some form of data
subscription
•Eyeballs on screen
5

6. Statistics
6

7. Interesting Facts
97,000,000 Nigerians access
the Internet
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8. Interesting Facts
50% of internet users in Nigeria
spend over 3 hours on the
internet every day
8

9. Interesting Facts
Top most visited sites in Nigeria are:
• Google
• Youtube
• Facebook
• Yahoo
• Instagram
9

10. Attention is the
new currency!
10

11. LEGAL INDUSTRY - Interesting Facts
96% of people
with a legal
issue use the
Internet first to
find answers
with regard to
their problem.
38% of people
looking to hire a
lawyer turn to
the Internet first.
(29% ask a
friend or
relative)
72% of people
looking for a
lawyer often hire
the first lawyer
they speak to.
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12. Pillars Of Law Firm
Digital Marketing
12

13. PILLARS OF LAW FIRM DIGITAL
MARKETING
13
CONTENT
WEBSITE
&
SEO
SOCIAL
MEDIA
MARKETING
BRANDING

14. Myths in the Legal
Industry.
14

15. Compliance (RPC)
15
Source: lawyard.com

16. Compliance (RPC)
16
39
Source: lawyard.com

17. Compliance (RPC)
17
Source: lawyard.com

18. Compliance (RPC)
18
Source: lawyard.com

19. PILLARS OF LAW FIRM DIGITAL
MARKETING
19
CONTENT
WEBSITE
&
SEO
SOCIAL
MEDIA
MARKETING
BRANDING

20. Content is…
20
The corner piece of all your Law Firm’s
online activities.

22. Content is…
22
Content is any information that provides
adequate knowledge to your ideal
prospects or clients at any point of their
journey with you or your law firm; it takes
them from a state of pain to a state of
pleasure.

23. Content is…
23
It positions you as the expert in what problems they
have and makes them want to consult and want to do
business with you, by either exchanging time or
money with you.
It should be relevant and solution-solving on multiple
platforms that have your target audience.
The aim is to maximize exposure.

24. What Content Marketing Really is…
24
• … designed to stimulate the interests of viewers
through the generation of blog posts, social
media updates, cheatsheets, videos and other
forms of digital content.
• … Consistently appeals to the needs of your
ideal clients

25. What Content Marketing Really is…
25
… it should also be developed from a
comprehensive strategy to communicate
“intent, engagement and transformation.”

26. Reasons why Content Marketing
is the core of your Law Firm’s
marketing strategy.
26

27. Reason #1
27
• You need words to communicate the value of your
offer to your ideal clients.
It shows them how you are different from your competition
and encourages them to submit contact information to
receive future messages from your law firm.
It helps them make informed contract decisions - turning
them from leads to clients.

28. Reason #2
28
• Your Content entertains, educates and inspires
prospective clients.
The prospects entering the top of your funnel are completely
unaware of your solution and, oftentimes, they are
completely unaware of their problem.
They want solutions to their problems - they need to know
that you are aware that they have a problem and that YOU
or your organisation have a solution for it.

29. Reason #3
29
• It gets a person from their first encounter with
you, past the point of purchase where they not
only become your client but a loyal client and a
brand advocate.
Shows they trust you as the ultimate solution
provider.

30. Reason #3
30
For this to successfully happen, you need to
have a solid content strategy throughout the
customer journey to keep them engaged with
your business.
They need to know, like and trust you before
they become clients, before they make a
commitment by buying from you.

31. Types of Content
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• Blog content around specific topics.
Round-up posts - this is a collection of micro
publications from other lawyers that have been
curated on a particular topic.
• Clear Social Media graphics with a call to action

32. Types of Content
32
• Webinars - give a lot of value even more than
what your competitors are doing.
• White papers
• Email Newsletters for lead nurturing and to
demonstrate expertise, knowledge, and
resources over time - do this consistently.

33. Action Steps
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• Determine who your ideal clients are, what your client
journey should look like and stick to it
• Create a content plan that fits in with the client journey
• Decide on your success measurements for each piece of
content
• Audit your current content and make time to regularly audit
content to see how it can be improved so that readers,
watchers and listeners can see that it is up to date
• Regularly check your content analytics via the channels
chosen

34. 34

35. PILLARS OF LAW FIRM DIGITAL
MARKETING
35
CONTENT
WEBSITE
&
SEO
SOCIAL
MEDIA
MARKETING
BRANDING

36. Your Website
36

37. Image Source: Oak Web Design

38. Website
38
Potential clients will almost always look you up online.
Does your website appeal to them?
It's imperative that you start with a great looking website
that has a consistent message and a great logo that
can extend across all your social media profiles too.
Appearance is everything and so is the content you
put on it.

39. Website Stats
39
• 88% of Online Consumers are less likely to return
if they have a bad website experience.
• Slow loading websites are the number one
reason prospective clients leave a website.
• Around 70% of businesses forget to have a call to
action on their website, there should always be
an opportunity for them to take an action.

40. Website Must Haves
40
• Fast to load & Clear Images
• Consistent and Modern Design
• Talks to your Ideal Client
• Simple Navigation
• Blog
• Call to Action
• Contact Information
• FAQ Page
• About Us
• Security

41. Image Source: Oak Web
Design
www.benglasslaw.com

42. www.blaliyuandassociates.com

43. www.blaliyuandassociates.com

44. Action Steps
44
• Make sure your developer tests the site for fast loading. -
(Don’t blame the internet speed)
• Don’t be afraid to ask people to “Give Us a Call” or “Send Us
a Message At…” they are more likely to do it if you ask.
• Use your content plan to produce relevant articles on your
Blog
• Don’t be afraid of blowing your own trumpet in the About Us
section, you are still trying to stand out after all but please,
let your prospective clients see why you are of great benefit
to them above your competition.

45. Action Steps
45
• Make sure each page on your website has a unique
title and description tag relevant to the content on the
page
• Keep things simple.
• When adding content (remember the content strategy)
you need to include links in your content back to the
relevant pages (internally and externally) and make
sure that nothing is broken.

46. Social Media Marketing
46

47. Image Source: Oak Web
Design

48. 48
• Social media, in essence, is a networking
tool that can supplement, but not replace,
offline activities.

49. 49
• It is simply another channel to get your
message out there and let your voice be
heard by a much bigger audience.
Why Social Media

50. 50
•By having a greater presence online, potential
clients have more opportunities to find your
firm and learn about your services.

51. 51
• Determine who your ideal clients are
• Select your social media platforms - Linkedin &
Facebook
• Determine your social media goals
• Create content that speaks to your target
audience
• Determine social media policies on how best to
respond to your ideal clients
• Decide on how you will measure results
Important things to do on Social
Media

52. Image Source: BlueStacksImage Source: lynda.com

53. Image Source: Lynda.com

54. Why LinkedIn
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• #1 Business Network in the world
• Over 500 Million Users Worldwide
• Over 2.2 million Nigerian Professionals
• Network with people all over the world

55. Tip #1
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Your Profile

56. Tip #2
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Publish Your Own Content

57. Tip #3
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Join Relevant Groups

58. Tip #4
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LinkedIn Company Page

59. Image Source: BlueStacks

60. Why FaceBook
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• #1 Social Media Network in the world
• Over 2 Billion Users
• Over 14 million monthly active users in
Nigeria
• Engaged Audience

61. Why FaceBook
61
What You Can Do
Today?

62. Tip #1
62
Facebook Business Page

63. Tip #2
63
Publish Relevant Content

64. Tip #3
64
Join Relevant Groups
e.g. Housewives, Violated
Moms or Women, Land
Owners, Oil and Gas, etc.

65. Legal Branding
65

66. Big Question?
66
If I need a lawyer, why should I call or message your firm?

67. Your Brand is…
67
…the impression you make on those who come
into contact with your firm in any way.
- through a referral, someone talking about you;
- a click to your website or merely walking into your
office
- or feedback from online channels as well as
offline.

68. Your Brand is…
68
Your brand is a consistent, distinct point-of-view
that serves as a way for potential clients to
understand what your firm is really about.

69. Your Brand is…
69

70. Your Favorite Brand
is…
70
You love it.
- You had a positive experience and that has
earned your respect and business.
- You know exactly what they’re all about and
what to expect.
???

71. Questions to ask
yourself…
71
Who is my target client?
What impression do I want people to have of my
firm?
How do I want my clients to feel?
What makes my law firm or legal practice
different?
How are my competitors branding themselves?
What can I do differently?

72. Your Brand should
be…
72
Consistent across all touch-points.
Clear.
Realistic.
Differentiated.

73. Consistent Across All Touch-
Points
73
Your law firm’s website, social media
and other publications should all look
like they belong to the same firm.

74. Clear
74
Your potential clients should understand
almost immediately what makes you
stand out… what’s your USP - Unique
Selling Proposition

75. Realistic
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Understand who your client is and what
type of branding will work best for your
firm.

76. Differentiated
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Look for gaps in the market and adopt a
brand in a way that no one else in your
area is doing.
Improve with a difference.

77. Action Steps
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Determine the gaps in your area and fill it.
Ensure that your brand and message is
consistent - logo, colors and design is the same on all
media channels.
Ensure that your clients experience a positive
feeling from your law firm.
Determine what stands you out from your
competition and form a culture around it.
Your USP

78. Bottom Line
78
• This is not to negate what you’re currently
doing but to encourage you to use it to
accentuate it.

79. Bottom Line
79
Others Are Doing This…
How about You?

80. I CAN’T DO THIS!
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• Time
• Knowledge

81. What To Do
81
Hire someone in-house to implement this
OR
Hire a digital consultant

82. 82
As lawyers, it is your job not only to present and
defend cases in court but to help the general public be
aware of what is contained in the law.
Only then can we really build Africa and African
business.

83. 83
FREE: The Digital Transformation Audit For Your Legal
Practice
Go to: www.legalpediaonline.com/clb
Yours… Free!!!

84. Any Questions?
84

85. THANKS!
Joie Thompson
You can find me at
» @thecontentmarketingchick
» URL: www.legalpediaonline.com/clb
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