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Professional Services Marketing Strategies: Lawyers, Doctors, Accountants, and More

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One of the things that makes marketing for professional services different involves the necessity to comply with industry-specific advertising regulations. This affects social media community management, creating and managing your digital presence, and so much more. Doctors, lawyers, accountants, and others must develop targeted B2B strategies for business development and marketing to compete in today's marketplace.

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Professional Services Marketing Strategies: Lawyers, Doctors, Accountants, and More

  1. 1. Professional Services Marketing Strategies: Lawyers, Doctors, Accountants, and More Boxer Property April 24, 2014 STACEY BURKE ATTORNEY/OWNER 4615 SOUTHWEST FREEWAY SUITE 850 HOUSTON, TEXAS 77027 OFFICE (713) 714-8446 FAX (877) 314-9990 STACEY@STACEYEBURKE.COM WWW.STACEYEBURKE.COM
  2. 2. Stacey Burke Lawyer and Marketer www.staceyeburke.com • Licensed Texas lawyer since 2001 • Texas Super Lawyers Rising Star • The National Trial Lawyers Top 100 Trial Lawyers and Top 40 Under 40 • Vice President of the Year – Houston Trial Lawyers Association • Editorial Board – Houston Bar Association • National Publications Committee – American Association for Justice
  3. 3. Professional Services Marketing: Overview • Compliance with industry-specific advertising regulations • Social media community management and the fiduciary relationship • Creating and managing your digital presence • Business to business marketing strategies for: – Lawyers – Doctors – Accountants www.staceyeburke.com
  4. 4. Compliance with Industry-Specific Advertising Regulations • Legal – State Bar of Texas Advertising Review Rules – http://bit.ly/TexasBarRules • Medical – Texas Medical Board Advertising Rules – http://bit.ly/TexasMedicalBoard • Financial – Texas State Board of Public Accountancy Rules of Professional Conduct: Advertising – http://bit.ly/TexasAccountants www.staceyeburke.com
  5. 5. Industry-Specific Advertising Regulations: Who Said it Best? • Legal – Texas Disciplinary Rules of Professional Conduct regarding information about legal services (lawyer advertising) Rule 7.02 Communications Concerning a Lawyer’s Services (a) A lawyer shall not make or sponsor a false or misleading communication about the qualifications or the services of any lawyer or firm. A communication is false or misleading if it: (1) contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading. • Medical – Texas Administrative Code, Title 22, Part 9 Physician Advertising: §164.3. Misleading or Deceptive Advertising. No physician shall disseminate or cause the dissemination of any advertisement that is in any way false, deceptive, or misleading. [goes on to list 18 sub-points for what qualifies as false, deceptive, or misleading]. • Financial – Texas Administrative Code, Title 22, Part 22, Rules of Professional Conduct, Rule §501.82 (A) A person shall not use or participate in the use of (1) any communication having reference to the person’s professional services that contains a false, fraudulent, misleading, or deceptive statement or claim. www.staceyeburke.com
  6. 6. Social Media Community Management and the Fiduciary Relationship • What is a Fiduciary Relationship? – A legal or ethical service relationship of trust where one party (the fiduciary) is in a superior position of power, and that party has a duty of care and/or a duty of loyalty to the other (non- fiduciary). • So what? – Your digital presence is still you, so whoever manages it and/or speaks on your behalf needs to be aware of not only the advertising and ethics rules, but also of the nature of the fiduciary relationship. • Beware of providing legal advice, financial advice, or medical advice online that may form a client-provider relationship. www.staceyeburke.com
  7. 7. Now the Fun Part – How to Market! THINGS YOU MUST DO: • Create a website • Have print collateral marketing pieces • Capture email addresses for clients/patients • Track the performance of marketing expenditures www.staceyeburke.com
  8. 8. Creating and Managing Your Digital Presence: Business and Individual • Directory Listings and Ratings Sites • Social Media • Website • Reviews and Reputation Management • Email Marketing • Online Client Appointment Booking • Online Client Records Portal www.staceyeburke.com
  9. 9. Business to Business Marketing Strategies • Engage in business development strategies to acquire either businesses as clients or referrals from other practitioners in your industry. – Attend industry events – Offer continuing education courses – Grow your network – Engage socially with prospects (meals, sporting events) – Targeted marketing campaigns designed to cater to each segment www.staceyeburke.com
  10. 10. STACEY BURKE ATTORNEY/OWNER 4615 SOUTHWEST FREEWAY SUITE 850 HOUSTON, TEXAS 77027 OFFICE (713) 714-8446 FAX (877) 314-9990 STACEY@STACEYEBURKE.COM WWW.STACEYEBURKE.COM

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