digital marketing strategy for attorneys

Ginny AllenDIY Legal Marketing Bootcamp for Solos and Small FirmsJuly 29, 2016

Digital Marketing Strategy

Licensed Attorney

10 years of Legal

Marketing & Business

Development

BA

CKG

RO

UN

D &

BIO

Worked with over

1000 Attorneys

CARAPACECan You Define Even One of These Words?

ISOPOD

CASTINGS

The hard shell that protects against predators.

An animal that has equal number of legs on either side.

Worm poop.

Can You Define One of These Words?

Kindergarten has changed.

So has Marketing.

I’m not tech savvyI don’t have enough time

I don’t know where to start

Stuck in the tactical trenches

StrategyMarketingDigital

2016 - Ginny Allen

Paulie Simon

2016 - Ginny Allen

StrategyWhat happens

above the shoulders.

TacticsWhat happens

below the shoulders

IT’S ABOUT YOUR

CLIENT

Today’s Client

EmpoweredInformation

Options

There are attorneys in Walmart, Y’all.

1.3Million

USA

20,000North Carolina

The very essence of strategy is

choosing what

NOTto do.

Where Do You Begin?

Don’t find customers for your products,

Find products for your customers.

- Seth Godin

Where Should I Begin?

Rethink Your Practice and Your

Clients to Find Your Starting Point

Practice Area

1. Client You’d Clone

2. Sub-niche

3. Profitability

4. Integrate with Outside Interest

5. Gap in Your Firm or the Market

6. Emerging Issue 1

6

54

3

2

2016 - Ginny Allen

It’s Not About You.

You have to know your customers. - Neil Patel

What keeps them up at night?

If you’re not putting out relevant content

in relevant places, you don’t exist.

Gary Vaynerchuk

Make Your Content Memorable

The Online Ecosystem

Networking Public Relations

SearchAdvertising

TRADITIONAL Traditional

Referrals

Traditiona

Taditional

Your New First Impression

BLOG

MOBILE FRIENDLY

CASE STUDIES

TESTIMONIALS

DISCLAIMERS

Contacting you via your site doesn’t create an ACR. Content “for informational purposes only.”

Give visitors a way to engage.

Prospective clients want social proof. Careful of ethics rules.

Google is penalizing you.Users are frustrated.

UVP

CALLS TOACTION

ATTORNEYBIOS

The most visited pages on law firm websites.

Boost your SEO; build trust and credibility.

Download content, sign up for newsletter, subscribe to blog.

Who do you help? What problems do you solve?

WEBSITE COMPONENTSConsider these elements when evaluating your site.

Automate Your Follow Up

Map Out Your Workflow

Be Realistic About Resources

QUESTIONS

Ginny Allenginny@adeptfirm.com@ginny_allenin/ginnyallen

Thank You!