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. 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. 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. 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. 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. 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. 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. 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. 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. 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