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Digital Marketing: The Basics 
in 20 Minutes or Less 
HTLA Law Practice Management 
Seminar 
October 2, 2014 
Houston, Tex...
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 “Communic...
Law Firm Websites 
www.staceyeburke.com
Most Important Aspects in Law Firm 
Website Design 
• Custom designed home page 
• Easy navigation 
• Appropriate informat...
User Interface and Information 
Architecture 
Potts Law Firm potts-law.com Fibich Leebron Copeland Briggs 
& Josephson MyB...
Law Firm Website Traffic: The Basics 
1. Drive traffic to your 
website via a variety of 
methods mapped out in 
a compreh...
Law Firm Website Traffic Drivers 
• Online press releases and media coverage 
• Banner and display advertising 
• Email ma...
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 
• ...
Social Media Marketing: 
Which Channels are Most Important 
• Facebook 
– 829 million people log onto Facebook each day, a...
Social Media “Set it and Forget it” 
• DESIGN/BRANDING 
– You are, at least in a digital consumer’s eyes, what they see on...
Social Media “Set it and Forget it” 
Customize Your Social Channels 
• Never leave the default 
imagery 
• Utilize customi...
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...
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? 
• D...
How to Succeed Online 
• Audit existing marketing efforts and 
associated internal systems for effectiveness 
• Consider a...
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) 3...
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Digital Marketing for Lawyers - Law Practice Management CLE

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A quick 20 minute overview of top recommendations with regard to law firm websites, social media marketing, driving inbound traffic, email marketing, ethics rules, and more.

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Digital Marketing for Lawyers - Law Practice Management CLE

  1. 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. 2. State Bar of Texas – Advertising Rules and Regulations www.staceyeburke.com
  3. 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. 4. Law Firm Websites www.staceyeburke.com
  5. 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. 6. User Interface and Information Architecture Potts Law Firm potts-law.com Fibich Leebron Copeland Briggs & Josephson MyBackWages.com www.staceyeburke.com
  7. 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. 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. 9. Social Media for Law Firms www.staceyeburke.com
  10. 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. 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. 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. 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. 14. Email Marketing and CRM www.staceyeburke.com
  15. 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. 16. Analytics, Metrics, ROI: How Do I Know What’s Working? www.staceyeburke.com
  17. 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. 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. 19. My PowerPoint presentations: SlideShare.net/StaceyBurke www.staceyeburke.com
  20. 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

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