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Individual Branding For Lawyers: Standing Out From The Crowd

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!

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MyCase Webinar: How to Stand Out From the Crowd
and Bring in New Business
Join the
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Submit questions using the Q&A feature
located in the Zoom toolbar.
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
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
INDIVIDUAL LAWYER BRAND
AND LAW FIRM BRAND
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.)

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Individual Branding For Lawyers: Standing Out From The Crowd

  • 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
  • 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.
  • 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
  • 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.
  • 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
  • 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

Editor's Notes

  1. Talk about length for social media channels