Lawyer and Legal Marketing Expert Stacey Burke Discusses "How to Stand Out From the Crowd and Bring in New Business" With MyCase Case Management Software's Webinar Audience. Topics Include: - Individual Lawyer Brand & Law Firm Brand - Online Directories and Digital Citations - Video Marketing - Social Proof - Online Reputation and Reviews - How to Better Communicate and Provide Clarity Around Fees and more!

1. MyCase Webinar: How to Stand Out From the Crowd
and Bring in New Business

2. Join the
conversation
Submit questions using the Q&A feature
located in the Zoom toolbar.

3. ABOUT STACEY
• 21-year Texas lawyer
• 10-year full-time law firm consultant
• Published, including in:
• Texas Bar Journal
• Trial magazine
• Houston Lawyer magazine
• Forbes
• Legal Business World
• Legal industry + marketing industry awards,
including:
• Texas Super Lawyers Rising Star
• Houston Bar Association President’s Award
• American Marketing Association Crystal
Awards for Online Marketing in Google
Analytics

4. TABLE OF CONTENTS
• Individual Lawyer Brand & Law Firm Brand
• Tactics:
o Online Directories and Digital Citations
o Video Marketing
o Social Proof
• How to Better Communicate and Provide Clarity Around Fees
• Connect with Stacey

5. INDIVIDUAL LAWYER BRAND
AND LAW FIRM BRAND

6. SELLING THE PERSON
 Why individual lawyer brands matter:
o Bolstering an individual lawyer’s brand when they are associated with the
law firm entity boosts the firm’s brand
o If you are a solo practitioner, your individual brand is largely the same as
the law firm’s brand
o Attracting referrals, clients, and talent (and speaking engagements,
publications, etc.)

7. STAND APART FROM THE
CROWD
 Building an individual brand helps distinguish you in a very crowded
legal marketplace by focusing on your points of differentiation and/or
what makes you valuable to a potential client.
o Marketers call this your USP:
unique selling point or proposition.
 Positioning yourself by leveraging your benefits allows you some
measure of control over your professional reputation, but you have to
be consistent and use effective strategies and tactics.

8. TACTICS: ONLINE DIRECTORIES
AND DIGITAL CITATIONS

9. SHOW ME THE MONEY
 Which legal industry directories are worth paying for and why?
 The answer does vary depending on practice area because some
directories only include certain PAs
 Some are free and created for you automatically, so you should
claim them and build them out, such as:
o Avvo
o State Bar Directories

10. MARTINDALE-HUBBELL: PAID VS.
UNPAID

11. SUPER LAWYERS: PAID VS. UNPAID

12. TIME TO GOOGLE
YOURSELF
 Search for your name and see what comes up on the first page of
organic search results. Ensure all information is accurate, see if
you can claim the listings, and then do claim and build them out
as much as possible with accurate information in all fields.
 Note: Once you claim and
build out profiles, you will
start getting emails asking
you to advertise on the
platforms.

13. TACTICS: VIDEO MARKETING

14. HIT PLAY ON VIDEO
MARKETING
 How to leverage video marketing across a variety of digital
platforms:
o Video on YouTube
o Video on your website
o Video on social media by channel
o Video in an email newsletter

15. EXAMPLE: INTRODUCE
YOUR TEAM

16. EXAMPLE: CLIENT
TESTIMONIAL

17. TACTICS: SOCIAL PROOF

18. GET VERIFIED
 Third-party verification is crucial to lead and client generation
and thus individual business growth, which leads to law firm
profitability (and thus job security).
 The more independent
verification of your acumen,
the better.
 This can come via awards,
honors, media mentions,
client testimonials, etc.

19. REVIEWS MATTER BIG
TIME
 There are a few business categories where reviews matter more.
 These are typically industries that involve highly personal service,
expensive services, and/or services where the provider has
significantly more knowledge than the consumer (putting the
consumer at a perceived information disadvantage).
 Legal services is one of these industries.

20. BY THE NUMBERS
 The likelihood of “purchase” if a business has five or more
reviews is 270% greater than if it has no reviews.
 97% of customers say reviews influence their decision.

21. THE “HOW TO” GUIDE
 How do I get reviews?
o Client exit interviews
o Automated CRM sequence post-outcome with text and email reminders
o Consumers trust in-depth reviews not just star ratings, so get clients to leave a
few sentences if possible
 What do I do with them?
o Incorporate the reviews on your website
o Use them as social media as posts
o Reply to every single one
 BUT! Be very careful how you respond to negative reviews (and no,
they’re not easy to remove / often impossible).

22. PERFECTION IS BAD. NO,
REALLY.
 Consumers trust imperfect ratings more than perfect ratings:
o No real business makes every single customer happy, so if your rating looks like
you’re trying to say you do, people trust you less.
o Research suggests imperfect scores appeal the most to today’s consumers
o 70% of people use rating filters when searching. The most common filter applied is
“4-star ratings and higher.” Only 10% of consumers use a 5-star rating filter.
o Research has even shown companies with 4.0 – 4.5-star ratings earn 28% more
annual revenue; the sweet spot falls between 4.0 – 4.7.
o The total number of reviews also matters, with consumers expecting an average of
112 reviews.

23. HOW TO BETTER COMMUNICATE
AND PROVIDE CLARITY AROUND
FEES

24. MAKE IT AS EASY AS
POSSIBLE
 The more you can commoditize your offerings and stick a price on
them, the better.
 For contingency fee clients, explaining what that really means in a
way they can understand matters.
 By having this as easy to explain and defined as possible, you will
attract more NEW business since they know exactly what they are
getting and for how much.

25. Exit Poll
Would you like to see a custom
demonstration of MyCase?

26. CONNECT WITH STACEY
• Facebook: @MarketingLawyers
• Twitter: @StaceyEBurke
• Instagram: @MarketingLawyers
• LinkedIn: /in/StaceyEBurke/
• Website: www.staceyeburke.com