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Digital Marketing for Social Security Disability Cases

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Digital Marketing for Social Security Disability Cases

  1. 1. Ethical Digital Marketing for Social Security Disability AAJ Social Security Success Seminar January 29-30, 2015 Miami, Florida Stacey Burke Attorney/Owner 415 Westheimer, Suite 209A Houston, Texas 77006 Office (713) 714-8446 Fax (877) 314-9990
  2. 2. Ethical Methods of Digital Acquisition for Social Security Disability • Digital Content Marketing • Email Marketing • Paid Search Advertising • Social Media Marketing • Video Marketing
  3. 3. Start with your law firm website
  4. 4. Website Design: Most Important Factors • Analytics • Architecture and content management system • Clear, easy-to-use navigation • Compatibility across browsers, devices, and platforms (go responsive!) • Color scheme – Color communicates the temperament of your brand • Establish your digital identity • Ethics • Format content for easy scanning (bullet points, headers) • Go visual, use images and video • Page load time – 40% of website visitors leave pages that take more than 3 seconds to load • Page layout – Web users read left to right and in an F shaped pattern
  5. 5. F-Shaped Pattern for Reading Website Content
  6. 6. 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.
  7. 7. Digital Content Marketing
  8. 8. Blogs Should Not Be Self-Promotional • If all you do with your blogging is focus on being self- promotional, don’t do it • Be helpful – provide useful information and it will be read and shared • Not all blogs should end with the same CTA of call us, we are the best. Some CTAs can be contact your congressman, watch for these side effects if you are on this medication, etc.
  9. 9. Editorial Calendars Organize Your Content • What is an editorial calendar and why should you use one? – Ensures you touch on all important topics regularly – Includes holidays, seasons, and events – Allows an organized shuffle of authorship across the firm by date so everyone has a defined time to contribute and a topic • How to get started – blog 2x/week, define your target audience, select keywords for optimization, set word count, and determine how you will promote the piece.
  10. 10. Email Marketing and CRM
  11. 11. 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 account for at least 87% of all U.S. email users • There are at least 216.6 million U.S. email users • Two out of three people in the U.S. use email • Use an ESP for its greater deliverability and “white list” status
  12. 12. Email Marketing/CRM Email Marketing • Make your existing contacts work for you – database mining. • If you don’t tell your contacts what you are working on, who will? • Announce firm news • Instantly blast your entire hit list • Throw parties and host events • Judicial and political fundraising Customer Relationship Management • A CRM system allows businesses to manage business relationships and the data and information associated with them • Reporting and analysis are centralized and streamlined • All data is captured in a singular clearinghouse for both conflicts checking and remarketing
  13. 13. The CAN-SPAM Act: Overview • Governs “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service” • Do not use false or misleading header information or deceptive subject lines • Identify your messages as advertisements • Give recipients the ability to OPT-OUT • Each separate email violation is subject to penalties of $16,000
  14. 14. Paid Search Advertising
  15. 15. Google Pay Per Click Advertising
  16. 16. Paid Search Advertising Process
  17. 17. Social Media for Law Firms
  18. 18. 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
  19. 19. Social Media Marketing: Which Channels are Most Important • Facebook – 829 million people log onto Facebook each day – Highest traffic occurs midweek between 1-3pm – Engagement is 18% higher on Thursdays and Fridays • 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 one year
  20. 20. 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 – Missed media inquiries • REPUTATION MANAGEMENT – Bad feedback left unaddressed in public • BASIC MANNERS – Connection requests left unanswered can be perceived as rude
  21. 21. Social Media: Monitoring and Metrics • Law firms should track metrics for social media just as they would for any other marketing expenditure. • Social media metrics can include: – Audience Growth/Overall Reach – Engagement – Visits to Websites – Conversions – Influence
  22. 22. Video Marketing
  23. 23. Why Video? • Video highlights the attorney, not just the brand. • Video delivers ideas and positions with more authority and emotional impact. • Videos explain complex information simply. • Video distribution is mostly free. • Video is in high demand, and others will recommend and share it. • Video is accessible to lawyers (inexpensive to make) and users (hearing and visually impaired, etc.)
  24. 24. How to Do Video • Include lawyers from your firm and testimonials from clients and/or others. • If you have a solo or small practice, you will be the featured “talking head” of your firm in online video. • If you are part of a larger firm, I recommend shooting for diversity within your video subjects. You should include racial, gender, age, and ethnic diversity whenever possible amongst your lawyers so that you relate to a broader audience online. • Research and prepare a script in advance based upon your website site map and Google Analytics data. • The main video on a website should not last longer than two to three minutes. • The interior page videos should last 60-90 seconds. • You should lead in with slides including the firm logo and/or contact details • Break up the talking head content with photos, animation, or slides with relevant data points. • Always be sure to use “supers” to announce who is speaking and what their position is, along with the law firm name (in the law firm’s logo colors of course).
  25. 25. Analytics, Metrics, ROI: How Do I Know What’s Working?
  26. 26. Monitor Your Metrics and Return on Investment • All of your websites must have active, current Google Analytics code and be linked to Google Webmaster Tools • You should track social media Key Performance Indicators (KPIs) • You should continually assess and track your acquisition costs • You must conduct monthly, quarterly, and/or yearly reviews of your marketing metrics to adjust expenditures
  27. 27. Closing Considerations
  28. 28. Digital is the Future for Social Security Disability • Be proactive to counter eventual governmental technological improvements – don’t get automated out of your practice area • The disabled community is very active online, as it is easy for them to access from home, from a medical facility, or on a mobile device. It is important to be present in a meaningful way. • My PowerPoint presentations:
  29. 29. Stacey E. Burke Attorney/Owner 415 Westheimer Road, Suite 209A Houston, Texas 77006 Office (713) 714-8446 Fax (877) 314-9990

Editor's Notes

  • 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