Marketing Your FirmIn the Digital Age

Mike Ballard / Ian Rogers

AgendaThe Key Elements of Marketing Lawyers Incorporating this into the Digital Frontier

• Buying Personas • Messaging • Design / UX • Capturing Leads • Bios • Social Media

Why Are You Here?

Positioning your Practice

Positioning your Practice

Counseling Nurse

Diagnosis Family Doctor

Efficiency Pharmacist

Creativity Brain Surgeon

Three Keys in Marketing Lawyers

Demonstrate Expertise, Don’t Assert It

Create relationships and/or nurture or enhance them

Leverage your marketing efforts for greater synergy

In-House Counsel Use LinkedIn

70 Percent use LinkedIn weekly

91 percent use LinkedIn to find and connect with new outside attorneys

* Association of Corporate Counsel, Inside Counsel magazine, American Bar Association, and Kredible

Website

Social

Blogging

Banner Ads

VideosPPC

SEO

Ebooks

Books

Email

Newspaper Yellowpages

Direct Mail

Local

Billboards

Personas

Messaging

Design/UX

Lead Capture

Target Buyers

Craft a Message

Site UX / Nav Funnel

Capture the Lead

Buyer Personas

Buyer Personas

• Demographics (male, age, etc)

• Geographic (zip code, state, country)

• Behavioral (how do they buy?)

• Psychographics (values, interests)

Dan the Dentist

• Male, 40 - 60 years (practice owner)

• United States, Suburban

• Follows trends, 1 to 2 years behind

• Values expertise in field

Messaging

10 Words or Less

Design and User Experience

“Design is not just what it looks like and feels like. Design is

how it works.”

Use Personas to Build Navigation

Typical NavigationHome

Services ContactAbout Us

Case StudiesTraffic Tickets

Personal Inj

Criminal Defense

Reviews

Team

Persona NavigationHome

ContactAbout Us

Case Studies

Traffic Tickets Personal Inj Criminal Defense Reviews

Team

Lead Capture

A Word About Bios

“Great performance is about one percent vision and 99 percent alignment.”

Jim Collins Built to Last

Thank you