Digital Marketing for Lawyers - Law Practice Management CLE

Stacey Burke
Stacey BurkeOwner at Stacey E. Burke, P.C.
Digital Marketing: The Basics 
in 20 Minutes or Less 
HTLA Law Practice Management 
Seminar 
October 2, 2014 
Houston, Texas 
STACEY BURKE 
ATTORNEY/OWNER 
415 WESTHEIMER ROAD, SUITE 
209A 
HOUSTON, TEXAS 77006 
OFFICE (713) 714-8446 
FAX (877) 314-9990 
STACEY@STACEYEBURKE.COM 
WWW.STACEYEBURKE.COM
State Bar of Texas – Advertising 
Rules and Regulations 
www.staceyeburke.com
Texas Disciplinary Rules 
of Professional Conduct, Part VII 
• The bulk of violations will occur under Rule 7.02 “Communications Concerning 
a Lawyer’s Services.” 
• Board Certification by the Texas Board of Legal Specialization conclusively 
establishes that a lawyer meets the requirements of Rule 7.02(a)(6) (the ability 
to designate/advertise a particular practice area) in any area in which the Board 
has certified the lawyer. 
• The most common violations occur with regard to: 
– Case results (“unjustified expectations,” aggregate results, and net/fee disclosure) 
– Stating that a lawyer is an “expert” or a “specialist” (cannot use) 
– Board Certification (specifically mandated format) 
– Principal office location (must be listed and be staffed at least three days each 
week) 
– Joint venture advertising (you must disclose all financially interested parties) 
www.staceyeburke.com
Law Firm Websites 
www.staceyeburke.com
Most Important Aspects in Law Firm 
Website Design 
• Custom designed home page 
• Easy navigation 
• Appropriate information architecture 
• Use visual content, not just text 
• Optimize your copywriting for both people and 
search engines 
• CTA – “Call to Action” 
– Contact us vs. sidebar sales methodology 
• Your contact information/methods of contact 
• Use Google Analytics and Webmaster Tools 
www.staceyeburke.com
User Interface and Information 
Architecture 
Potts Law Firm potts-law.com Fibich Leebron Copeland Briggs 
& Josephson MyBackWages.com 
www.staceyeburke.com
Law Firm Website Traffic: The Basics 
1. Drive traffic to your 
website via a variety of 
methods mapped out in 
a comprehensive 
marketing strategy. 
2. Add content to your 
website on a regular 
basis, including news, 
case results, speaking 
engagements, 
whitepapers, awards, 
etc. 
www.staceyeburke.com
Law Firm Website Traffic Drivers 
• Online press releases and media coverage 
• Banner and display advertising 
• Email marketing 
• Social media marketing 
• Paid search advertising 
• Search Engine Optimization (SEO) 
• YouTube videos 
• Offsite blogging and article writing 
www.staceyeburke.com
Social Media for Law Firms 
www.staceyeburke.com
Social Media & Your Law Firm Website 
• Include social sharing functionality on your blog 
and throughout your website 
• Include links to all of your social media channels 
in the footer of your website and/or in another 
design element such as a right column 
www.staceyeburke.com
Social Media Marketing: 
Which Channels are Most Important 
• Facebook 
– 829 million people log onto Facebook each day, a 19% increase since last 
year. 
– Highest traffic occurs midweek between 1-3pm 
– Engagement is 18% higher on Thursdays and Fridays 
– 16 million business pages, a 100% increase since 2012 
• Twitter 
– 100 million daily active users of 1 billion registered users, but only 550 
million of those have ever sent a tweet 
• LinkedIn 
– 100 million American users, 40% check in daily 
– Your profile is 11x more likely to be viewed if you include a photograph 
– Maintaining professional relationships, an online resume 
• YouTube 
– More than 1 billion unique users visit YouTube each month 
– 323 days of YouTube video are watched every hour on Facebook 
– Advertisers spent $5.6 billion on YouTube in 2013
Social Media “Set it and Forget it” 
• DESIGN/BRANDING 
– You are, at least in a digital consumer’s eyes, what they see online 
• ETHICS 
– Failure to timely respond to client communications 
• MISSED OPPORTUNITIES 
– Missing referrals 
• A 2012 ABA survey showed 95% of ABA members have profiles on LinkedIn 
and that 70% of corporate counsel regularly use LinkedIn as a tool to find 
and vet outside counsel. 
– Missed media inquiries 
• REPUTATION MANAGEMENT 
– Bad feedback left unaddressed in public 
• BASIC MANNERS 
– Connection requests left unanswered can be perceived as rude 
www.staceyeburke.com
Social Media “Set it and Forget it” 
Customize Your Social Channels 
• Never leave the default 
imagery 
• Utilize customizable features 
like app tabs on Facebook 
• Claim vanity URLs 
• Make sure to include: 
– Firm logo 
– Firm website URL 
– Contact information 
– Some imagery 
Have a Social Media Protocol 
• Use a professional voice and 
tone 
• Always be aware of client 
confidentiality and 
inadvertently forming an 
attorney-client relationship 
• How to respond to 
communications from: 
– Existing clients 
– New leads 
– External lawyers 
– Media and press 
www.staceyeburke.com 
www.staceyeburke.com
Email Marketing and CRM 
www.staceyeburke.com
Email Marketing Quick Facts 
• 50 million people will check email at least 5 times 
today 
• Email reaches 93% of internet users 
• Response rates to email are 10x greater than direct 
mail 
• Adults will account for 87% of all U.S. email users in 
2013 
• There will be 216.6 million U.S. email users this year 
• Two out of three people in the U.S. will be email users 
in 2013 
• Use an ESP for its greater deliverability and “white list” 
status 
www.staceyeburke.com
Analytics, Metrics, ROI: 
How Do I Know What’s Working? 
www.staceyeburke.com
Monitor Your Metrics and Return on Investment 
• Do all of your websites have active, current 
Google Analytics code? 
• Do you track social media Key Performance 
Indicators (KPIs)? 
• Do you asses and track your acquisition costs? 
• Do you conduct monthly, quarterly, and/or yearly 
reviews of your marketing metrics to adjust 
expenditures? 
www.staceyeburke.com
How to Succeed Online 
• Audit existing marketing efforts and 
associated internal systems for effectiveness 
• Consider an update/redesign of the firm’s 
logo/branding/website as part of a new, global 
strategy (this new identity will live on many 
channels and needs to look and feel cohesive) 
• Create consistency across the firm’s lawyers 
with regard to online presence 
www.staceyeburke.com
My PowerPoint presentations: 
SlideShare.net/StaceyBurke 
www.staceyeburke.com
STACEY E. BURKE 
ATTORNEY/OWNER 
415 WESTHEIMER ROAD, SUITE 209A 
HOUSTON, TEXAS 77006 
OFFICE (713) 714-8446 
FAX (877) 314-9990 
STACEY@STACEYEBURKE.COM 
WWW.STACEYEBURKE.COM
1 of 20

Recommended

Social Media Implementation by
Social Media ImplementationSocial Media Implementation
Social Media ImplementationStacey Burke
977 views23 slides
Marketing Your Law Practice by
Marketing Your Law PracticeMarketing Your Law Practice
Marketing Your Law PracticeStacey Burke
1.1K views33 slides
Top 10 Lawyer Marketing Mistakes by
Top 10 Lawyer Marketing MistakesTop 10 Lawyer Marketing Mistakes
Top 10 Lawyer Marketing MistakesStacey Burke
1.8K views24 slides
Ethical Legal Marketing and Determining Your Return on Investment by
Ethical Legal Marketing and Determining Your Return on InvestmentEthical Legal Marketing and Determining Your Return on Investment
Ethical Legal Marketing and Determining Your Return on InvestmentStacey Burke
853 views15 slides
Automating Your Law Firm Business Development by
Automating Your Law Firm Business DevelopmentAutomating Your Law Firm Business Development
Automating Your Law Firm Business DevelopmentStacey Burke
2K views29 slides
Learn to maximize your advisor website by
Learn to maximize your advisor websiteLearn to maximize your advisor website
Learn to maximize your advisor websiteLoic Jeanjean
2.1K views42 slides

More Related Content

What's hot

Increase Traffic, Increase Return on Investment by
Increase Traffic, Increase Return on InvestmentIncrease Traffic, Increase Return on Investment
Increase Traffic, Increase Return on InvestmentVQC Designs LLC
695 views79 slides
Social Media Marketing for B2B Business Development - Business Marketing Asso... by
Social Media Marketing for B2B Business Development - Business Marketing Asso...Social Media Marketing for B2B Business Development - Business Marketing Asso...
Social Media Marketing for B2B Business Development - Business Marketing Asso...Erin Moloney
1.6K views57 slides
Leveraging Web Analytics to Increase Conversion - Market STL Presentation by
Leveraging Web Analytics to Increase Conversion - Market STL PresentationLeveraging Web Analytics to Increase Conversion - Market STL Presentation
Leveraging Web Analytics to Increase Conversion - Market STL PresentationErin Moloney
787 views45 slides
Online Advertising and Social Media Compliance by
Online Advertising and Social Media ComplianceOnline Advertising and Social Media Compliance
Online Advertising and Social Media ComplianceDoug Devitre
1K views136 slides
Online marketing and data analytics by
Online marketing and data analyticsOnline marketing and data analytics
Online marketing and data analyticsMHourigan
744 views12 slides
Local seo and google places pj by
Local seo and google places pjLocal seo and google places pj
Local seo and google places pjOnline E Strategies
317 views26 slides

What's hot(20)

Increase Traffic, Increase Return on Investment by VQC Designs LLC
Increase Traffic, Increase Return on InvestmentIncrease Traffic, Increase Return on Investment
Increase Traffic, Increase Return on Investment
VQC Designs LLC695 views
Social Media Marketing for B2B Business Development - Business Marketing Asso... by Erin Moloney
Social Media Marketing for B2B Business Development - Business Marketing Asso...Social Media Marketing for B2B Business Development - Business Marketing Asso...
Social Media Marketing for B2B Business Development - Business Marketing Asso...
Erin Moloney1.6K views
Leveraging Web Analytics to Increase Conversion - Market STL Presentation by Erin Moloney
Leveraging Web Analytics to Increase Conversion - Market STL PresentationLeveraging Web Analytics to Increase Conversion - Market STL Presentation
Leveraging Web Analytics to Increase Conversion - Market STL Presentation
Erin Moloney787 views
Online Advertising and Social Media Compliance by Doug Devitre
Online Advertising and Social Media ComplianceOnline Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Doug Devitre1K views
Online marketing and data analytics by MHourigan
Online marketing and data analyticsOnline marketing and data analytics
Online marketing and data analytics
MHourigan744 views
Effective Online Marketing + Your Firm - WTLC 2016 by Megan Hargroder
Effective Online Marketing + Your Firm - WTLC 2016Effective Online Marketing + Your Firm - WTLC 2016
Effective Online Marketing + Your Firm - WTLC 2016
Megan Hargroder350 views
Building an Online Marketing Plan by Scott Design Inc
Building an Online Marketing PlanBuilding an Online Marketing Plan
Building an Online Marketing Plan
Scott Design Inc1.7K views
Social Media: Podcasting, Blogging and Social Networking by Dawn Yankeelov
Social Media: Podcasting, Blogging and Social NetworkingSocial Media: Podcasting, Blogging and Social Networking
Social Media: Podcasting, Blogging and Social Networking
Dawn Yankeelov1K views
Online Marketing Playbook for Attorneys by Avvo, INC
Online Marketing Playbook for AttorneysOnline Marketing Playbook for Attorneys
Online Marketing Playbook for Attorneys
Avvo, INC2.3K views
Social Media & Small Business : Taking your first steps in Social Media by Shashi Bellamkonda
Social Media & Small Business : Taking your first steps in Social MediaSocial Media & Small Business : Taking your first steps in Social Media
Social Media & Small Business : Taking your first steps in Social Media
Shashi Bellamkonda1.3K views
033021 jrs making_socialwork by Joseph Skibbie
033021 jrs making_socialwork033021 jrs making_socialwork
033021 jrs making_socialwork
Joseph Skibbie112 views
New Webinar: Review of Hottest Social Media Lead Generation Tools for 2012 by Social Jack
New Webinar: Review of Hottest Social Media Lead Generation Tools for 2012New Webinar: Review of Hottest Social Media Lead Generation Tools for 2012
New Webinar: Review of Hottest Social Media Lead Generation Tools for 2012
Social Jack480 views
Social, Mobile, and Local Walk Into a Bar by Aaron Weiche
Social, Mobile, and Local Walk Into a BarSocial, Mobile, and Local Walk Into a Bar
Social, Mobile, and Local Walk Into a Bar
Aaron Weiche3K views
MSAE Presentation by Azul 7
MSAE PresentationMSAE Presentation
MSAE Presentation
Azul 7 417 views
SMEI Dallas Presentation: The Business Benefits Of Online Marketing by Magic Logix
SMEI Dallas Presentation: The Business Benefits Of Online MarketingSMEI Dallas Presentation: The Business Benefits Of Online Marketing
SMEI Dallas Presentation: The Business Benefits Of Online Marketing
Magic Logix257 views
Local Search - Getting on Google's Map by Aaron Weiche
Local Search - Getting on Google's MapLocal Search - Getting on Google's Map
Local Search - Getting on Google's Map
Aaron Weiche1.2K views

Similar to Digital Marketing for Lawyers - Law Practice Management CLE

Digital Marketing for Social Security Disability Cases by
Digital Marketing for Social Security Disability CasesDigital Marketing for Social Security Disability Cases
Digital Marketing for Social Security Disability CasesStacey Burke
1.1K views29 slides
Online Marketing by
Online Marketing Online Marketing
Online Marketing Scott Peterson
382 views48 slides
It takes more than just a website - Internet Marketing - What Madison Wiscons... by
It takes more than just a website - Internet Marketing - What Madison Wiscons...It takes more than just a website - Internet Marketing - What Madison Wiscons...
It takes more than just a website - Internet Marketing - What Madison Wiscons...Superior Web Solutions Inc.
610 views28 slides
The 7 deadly sins of small business by
The 7 deadly sins of small businessThe 7 deadly sins of small business
The 7 deadly sins of small businessKIAI Agency Inc
143 views97 slides
Facebook Basics for Real Estate Pros by
Facebook Basics for Real Estate ProsFacebook Basics for Real Estate Pros
Facebook Basics for Real Estate ProsWest USA Realty
19 views6 slides
Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop... by
Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop...Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop...
Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop...Stacey Burke
745 views21 slides

Similar to Digital Marketing for Lawyers - Law Practice Management CLE(20)

Digital Marketing for Social Security Disability Cases by Stacey Burke
Digital Marketing for Social Security Disability CasesDigital Marketing for Social Security Disability Cases
Digital Marketing for Social Security Disability Cases
Stacey Burke1.1K views
It takes more than just a website - Internet Marketing - What Madison Wiscons... by Superior Web Solutions Inc.
It takes more than just a website - Internet Marketing - What Madison Wiscons...It takes more than just a website - Internet Marketing - What Madison Wiscons...
It takes more than just a website - Internet Marketing - What Madison Wiscons...
The 7 deadly sins of small business by KIAI Agency Inc
The 7 deadly sins of small businessThe 7 deadly sins of small business
The 7 deadly sins of small business
KIAI Agency Inc143 views
Facebook Basics for Real Estate Pros by West USA Realty
Facebook Basics for Real Estate ProsFacebook Basics for Real Estate Pros
Facebook Basics for Real Estate Pros
West USA Realty19 views
Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop... by Stacey Burke
Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop...Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop...
Ethical and Legal Issues Associated with Law Firm Marketing, Business Develop...
Stacey Burke745 views
Muse - Nico Wlock - Web Marketing for BIZ by Nico Wlock
Muse - Nico Wlock - Web Marketing for BIZMuse - Nico Wlock - Web Marketing for BIZ
Muse - Nico Wlock - Web Marketing for BIZ
Nico Wlock425 views
Marketing for e-commerce by MyrahDavid
Marketing for e-commerceMarketing for e-commerce
Marketing for e-commerce
MyrahDavid76 views
Columbus digital media seminar august 2013 by Guarantee Digital
Columbus digital media seminar august 2013Columbus digital media seminar august 2013
Columbus digital media seminar august 2013
Guarantee Digital542 views
DraugiemGroup presentation by aiesec_riga
DraugiemGroup presentationDraugiemGroup presentation
DraugiemGroup presentation
aiesec_riga699 views
ACCELERATED DIGITAL MARKETING PROGRAME 2018 by Stephen Dube
ACCELERATED DIGITAL MARKETING PROGRAME 2018ACCELERATED DIGITAL MARKETING PROGRAME 2018
ACCELERATED DIGITAL MARKETING PROGRAME 2018
Stephen Dube277 views
Digital marketing top tips & techniques by Chris Wood
Digital marketing top tips & techniquesDigital marketing top tips & techniques
Digital marketing top tips & techniques
Chris Wood599 views
Discover Your Searchability Factor by SEO King by IMSeoKing.com
Discover Your Searchability Factor by SEO KingDiscover Your Searchability Factor by SEO King
Discover Your Searchability Factor by SEO King
IMSeoKing.com105 views
Digital Marketing with ETSOS & Conscious Solutions by Conscious Solutions
Digital Marketing with ETSOS & Conscious SolutionsDigital Marketing with ETSOS & Conscious Solutions
Digital Marketing with ETSOS & Conscious Solutions

More from Stacey Burke

Texas Lawyer Advertising: Being Strategic While Remaining in Compliance by
Texas Lawyer Advertising: Being Strategic While Remaining in ComplianceTexas Lawyer Advertising: Being Strategic While Remaining in Compliance
Texas Lawyer Advertising: Being Strategic While Remaining in ComplianceStacey Burke
178 views26 slides
The Career Journey of a Female Lawyer by
The Career Journey of a Female LawyerThe Career Journey of a Female Lawyer
The Career Journey of a Female LawyerStacey Burke
122 views19 slides
Managing Outsourced Marketing Vendors To Achieve Optimal ROI by
Managing Outsourced Marketing Vendors To Achieve Optimal ROIManaging Outsourced Marketing Vendors To Achieve Optimal ROI
Managing Outsourced Marketing Vendors To Achieve Optimal ROIStacey Burke
278 views50 slides
Social Media and Ethics 101 by
Social Media and Ethics 101Social Media and Ethics 101
Social Media and Ethics 101Stacey Burke
320 views23 slides
She.com - Branding and Advertising For Female Lawyers by
She.com - Branding and Advertising For Female LawyersShe.com - Branding and Advertising For Female Lawyers
She.com - Branding and Advertising For Female LawyersStacey Burke
410 views10 slides
Individual Lawyer Branding by
Individual Lawyer BrandingIndividual Lawyer Branding
Individual Lawyer BrandingStacey Burke
462 views32 slides

More from Stacey Burke(13)

Texas Lawyer Advertising: Being Strategic While Remaining in Compliance by Stacey Burke
Texas Lawyer Advertising: Being Strategic While Remaining in ComplianceTexas Lawyer Advertising: Being Strategic While Remaining in Compliance
Texas Lawyer Advertising: Being Strategic While Remaining in Compliance
Stacey Burke178 views
The Career Journey of a Female Lawyer by Stacey Burke
The Career Journey of a Female LawyerThe Career Journey of a Female Lawyer
The Career Journey of a Female Lawyer
Stacey Burke122 views
Managing Outsourced Marketing Vendors To Achieve Optimal ROI by Stacey Burke
Managing Outsourced Marketing Vendors To Achieve Optimal ROIManaging Outsourced Marketing Vendors To Achieve Optimal ROI
Managing Outsourced Marketing Vendors To Achieve Optimal ROI
Stacey Burke278 views
Social Media and Ethics 101 by Stacey Burke
Social Media and Ethics 101Social Media and Ethics 101
Social Media and Ethics 101
Stacey Burke320 views
She.com - Branding and Advertising For Female Lawyers by Stacey Burke
She.com - Branding and Advertising For Female LawyersShe.com - Branding and Advertising For Female Lawyers
She.com - Branding and Advertising For Female Lawyers
Stacey Burke410 views
Individual Lawyer Branding by Stacey Burke
Individual Lawyer BrandingIndividual Lawyer Branding
Individual Lawyer Branding
Stacey Burke462 views
Developing a Social Media Policy For Your Business by Stacey Burke
Developing a Social Media Policy For Your BusinessDeveloping a Social Media Policy For Your Business
Developing a Social Media Policy For Your Business
Stacey Burke307 views
2019 Trends in Legal Marketing, Including Ethics by Stacey Burke
2019 Trends in Legal Marketing, Including Ethics2019 Trends in Legal Marketing, Including Ethics
2019 Trends in Legal Marketing, Including Ethics
Stacey Burke249 views
The Social Butterfly: Your Client's Digital Life by Stacey Burke
The Social Butterfly: Your Client's Digital LifeThe Social Butterfly: Your Client's Digital Life
The Social Butterfly: Your Client's Digital Life
Stacey Burke475 views
LinkedIn For Lawyers by Stacey Burke
LinkedIn For LawyersLinkedIn For Lawyers
LinkedIn For Lawyers
Stacey Burke379 views
Recruiting top talent using social media by Stacey Burke
Recruiting top talent using social mediaRecruiting top talent using social media
Recruiting top talent using social media
Stacey Burke283 views
Kentucky Women Trial Lawyers Marketing Presentation by Stacey Burke
Kentucky Women Trial Lawyers Marketing PresentationKentucky Women Trial Lawyers Marketing Presentation
Kentucky Women Trial Lawyers Marketing Presentation
Stacey Burke541 views

Recently uploaded

Religious Freedom, Registration Issues and the Colonial Legacy of State Recog... by
Religious Freedom, Registration Issues and the Colonial Legacy of State Recog...Religious Freedom, Registration Issues and the Colonial Legacy of State Recog...
Religious Freedom, Registration Issues and the Colonial Legacy of State Recog...Cometan
12 views36 slides
DADAN LAW FIRM by
DADAN LAW FIRM DADAN LAW FIRM
DADAN LAW FIRM DADAN LAW FIRM
6 views1 slide
Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ... by
Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ...Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ...
Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ...AHRP Law Firm
9 views24 slides
2024 Kairos Capital Legal Fellow Listing.pdf by
2024 Kairos Capital Legal Fellow Listing.pdf2024 Kairos Capital Legal Fellow Listing.pdf
2024 Kairos Capital Legal Fellow Listing.pdfKairos Capital Legal Advisors,LLC
33 views1 slide
الازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdf by
الازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdfالازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdf
الازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdfmboubouche
7 views22 slides
Decoding Changes in the PPP Regulatory Regime.pdf by
Decoding Changes in the PPP Regulatory Regime.pdfDecoding Changes in the PPP Regulatory Regime.pdf
Decoding Changes in the PPP Regulatory Regime.pdfAHRP Law Firm
5 views10 slides

Recently uploaded(15)

Religious Freedom, Registration Issues and the Colonial Legacy of State Recog... by Cometan
Religious Freedom, Registration Issues and the Colonial Legacy of State Recog...Religious Freedom, Registration Issues and the Colonial Legacy of State Recog...
Religious Freedom, Registration Issues and the Colonial Legacy of State Recog...
Cometan12 views
Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ... by AHRP Law Firm
Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ...Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ...
Public-Private Partnership for Infrastructure Procurement in Indonesia’s New ...
AHRP Law Firm 9 views
الازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdf by mboubouche
الازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdfالازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdf
الازمة الروسية الاوكرانية على ضوء نظريات العلاقات الدولية.pdf
mboubouche7 views
Decoding Changes in the PPP Regulatory Regime.pdf by AHRP Law Firm
Decoding Changes in the PPP Regulatory Regime.pdfDecoding Changes in the PPP Regulatory Regime.pdf
Decoding Changes in the PPP Regulatory Regime.pdf
AHRP Law Firm 5 views
Indonesia Green Taxonomy: Towards a More Sustainable Financial System by AHRP Law Firm
Indonesia Green Taxonomy: Towards a More Sustainable Financial SystemIndonesia Green Taxonomy: Towards a More Sustainable Financial System
Indonesia Green Taxonomy: Towards a More Sustainable Financial System
AHRP Law Firm 6 views
Baromètre Women's Forum 2023 by Ipsos France
Baromètre Women's Forum 2023Baromètre Women's Forum 2023
Baromètre Women's Forum 2023
Ipsos France320 views
Women in Law and Politics Journal.pdf Danielle Mikaelian by DanielleMikaelian
Women in Law and Politics Journal.pdf Danielle MikaelianWomen in Law and Politics Journal.pdf Danielle Mikaelian
Women in Law and Politics Journal.pdf Danielle Mikaelian
Jackpocket v. Lottomatrix fee petition order.pdf by Mike Keyes
Jackpocket v. Lottomatrix fee petition order.pdfJackpocket v. Lottomatrix fee petition order.pdf
Jackpocket v. Lottomatrix fee petition order.pdf
Mike Keyes18 views
Atty. Yebra - Criminal Law - Case Doctrines 07292022.pdf by JonalynBedking
Atty. Yebra - Criminal Law - Case Doctrines 07292022.pdfAtty. Yebra - Criminal Law - Case Doctrines 07292022.pdf
Atty. Yebra - Criminal Law - Case Doctrines 07292022.pdf
JonalynBedking10 views
Sangyun Lee, 'Criminal Enforcement of the MRFTA against ASBP in Korea' (Kyoto... by Sangyun Lee
Sangyun Lee, 'Criminal Enforcement of the MRFTA against ASBP in Korea' (Kyoto...Sangyun Lee, 'Criminal Enforcement of the MRFTA against ASBP in Korea' (Kyoto...
Sangyun Lee, 'Criminal Enforcement of the MRFTA against ASBP in Korea' (Kyoto...
Sangyun Lee12 views
Jamaica's Data Protection Act: Compliance required from the business community by Emerson Bryan
Jamaica's Data Protection Act: Compliance required from the business communityJamaica's Data Protection Act: Compliance required from the business community
Jamaica's Data Protection Act: Compliance required from the business community
Emerson Bryan34 views

Digital Marketing for Lawyers - Law Practice Management CLE

  • 1. Digital Marketing: The Basics in 20 Minutes or Less HTLA Law Practice Management Seminar October 2, 2014 Houston, Texas STACEY BURKE ATTORNEY/OWNER 415 WESTHEIMER ROAD, SUITE 209A HOUSTON, TEXAS 77006 OFFICE (713) 714-8446 FAX (877) 314-9990 STACEY@STACEYEBURKE.COM WWW.STACEYEBURKE.COM
  • 2. State Bar of Texas – Advertising Rules and Regulations www.staceyeburke.com
  • 3. Texas Disciplinary Rules of Professional Conduct, Part VII • The bulk of violations will occur under Rule 7.02 “Communications Concerning a Lawyer’s Services.” • Board Certification by the Texas Board of Legal Specialization conclusively establishes that a lawyer meets the requirements of Rule 7.02(a)(6) (the ability to designate/advertise a particular practice area) in any area in which the Board has certified the lawyer. • The most common violations occur with regard to: – Case results (“unjustified expectations,” aggregate results, and net/fee disclosure) – Stating that a lawyer is an “expert” or a “specialist” (cannot use) – Board Certification (specifically mandated format) – Principal office location (must be listed and be staffed at least three days each week) – Joint venture advertising (you must disclose all financially interested parties) www.staceyeburke.com
  • 4. Law Firm Websites www.staceyeburke.com
  • 5. Most Important Aspects in Law Firm Website Design • Custom designed home page • Easy navigation • Appropriate information architecture • Use visual content, not just text • Optimize your copywriting for both people and search engines • CTA – “Call to Action” – Contact us vs. sidebar sales methodology • Your contact information/methods of contact • Use Google Analytics and Webmaster Tools www.staceyeburke.com
  • 6. User Interface and Information Architecture Potts Law Firm potts-law.com Fibich Leebron Copeland Briggs & Josephson MyBackWages.com www.staceyeburke.com
  • 7. Law Firm Website Traffic: The Basics 1. Drive traffic to your website via a variety of methods mapped out in a comprehensive marketing strategy. 2. Add content to your website on a regular basis, including news, case results, speaking engagements, whitepapers, awards, etc. www.staceyeburke.com
  • 8. Law Firm Website Traffic Drivers • Online press releases and media coverage • Banner and display advertising • Email marketing • Social media marketing • Paid search advertising • Search Engine Optimization (SEO) • YouTube videos • Offsite blogging and article writing www.staceyeburke.com
  • 9. Social Media for Law Firms www.staceyeburke.com
  • 10. Social Media & Your Law Firm Website • Include social sharing functionality on your blog and throughout your website • Include links to all of your social media channels in the footer of your website and/or in another design element such as a right column www.staceyeburke.com
  • 11. Social Media Marketing: Which Channels are Most Important • Facebook – 829 million people log onto Facebook each day, a 19% increase since last year. – Highest traffic occurs midweek between 1-3pm – Engagement is 18% higher on Thursdays and Fridays – 16 million business pages, a 100% increase since 2012 • Twitter – 100 million daily active users of 1 billion registered users, but only 550 million of those have ever sent a tweet • LinkedIn – 100 million American users, 40% check in daily – Your profile is 11x more likely to be viewed if you include a photograph – Maintaining professional relationships, an online resume • YouTube – More than 1 billion unique users visit YouTube each month – 323 days of YouTube video are watched every hour on Facebook – Advertisers spent $5.6 billion on YouTube in 2013
  • 12. Social Media “Set it and Forget it” • DESIGN/BRANDING – You are, at least in a digital consumer’s eyes, what they see online • ETHICS – Failure to timely respond to client communications • MISSED OPPORTUNITIES – Missing referrals • A 2012 ABA survey showed 95% of ABA members have profiles on LinkedIn and that 70% of corporate counsel regularly use LinkedIn as a tool to find and vet outside counsel. – Missed media inquiries • REPUTATION MANAGEMENT – Bad feedback left unaddressed in public • BASIC MANNERS – Connection requests left unanswered can be perceived as rude www.staceyeburke.com
  • 13. Social Media “Set it and Forget it” Customize Your Social Channels • Never leave the default imagery • Utilize customizable features like app tabs on Facebook • Claim vanity URLs • Make sure to include: – Firm logo – Firm website URL – Contact information – Some imagery Have a Social Media Protocol • Use a professional voice and tone • Always be aware of client confidentiality and inadvertently forming an attorney-client relationship • How to respond to communications from: – Existing clients – New leads – External lawyers – Media and press www.staceyeburke.com www.staceyeburke.com
  • 14. Email Marketing and CRM www.staceyeburke.com
  • 15. Email Marketing Quick Facts • 50 million people will check email at least 5 times today • Email reaches 93% of internet users • Response rates to email are 10x greater than direct mail • Adults will account for 87% of all U.S. email users in 2013 • There will be 216.6 million U.S. email users this year • Two out of three people in the U.S. will be email users in 2013 • Use an ESP for its greater deliverability and “white list” status www.staceyeburke.com
  • 16. Analytics, Metrics, ROI: How Do I Know What’s Working? www.staceyeburke.com
  • 17. Monitor Your Metrics and Return on Investment • Do all of your websites have active, current Google Analytics code? • Do you track social media Key Performance Indicators (KPIs)? • Do you asses and track your acquisition costs? • Do you conduct monthly, quarterly, and/or yearly reviews of your marketing metrics to adjust expenditures? www.staceyeburke.com
  • 18. How to Succeed Online • Audit existing marketing efforts and associated internal systems for effectiveness • Consider an update/redesign of the firm’s logo/branding/website as part of a new, global strategy (this new identity will live on many channels and needs to look and feel cohesive) • Create consistency across the firm’s lawyers with regard to online presence www.staceyeburke.com
  • 19. My PowerPoint presentations: SlideShare.net/StaceyBurke www.staceyeburke.com
  • 20. STACEY E. BURKE ATTORNEY/OWNER 415 WESTHEIMER ROAD, SUITE 209A HOUSTON, TEXAS 77006 OFFICE (713) 714-8446 FAX (877) 314-9990 STACEY@STACEYEBURKE.COM WWW.STACEYEBURKE.COM

Editor's Notes

  1. Make sure that your firm has a presence so that you look legitimate to searchers but be careful because everyone sees it (RA and potential clients and media and opposing counsel) – online legitimacy, the more places you exist, the more real you are to searchers and to search engines