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๏ CEO & Principal, Findsome & Winmore
๏ 20+ years of digital marketing experience
๏ Has worked with several hundred brands and 20+ law firms
๏ Frequent speaker to law firms and legal marketing associations
๏ Served as expert witness in the field
MATTHEW W. CERTO
FOUND
๏ Should my company be on Facebook?
๏ Does anyone really use Twitter?
๏ How do you get to the top of a Google search?
๏ Should I have a blog?
๏ Is Google+ important to my business?
๏ What should I post on social media?
SIMPLE QUESTIONS WITH NOT-SO-SIMPLE ANSWERS
www.FoundTheBook.com
?
© 2016 Findsome & Winmore
๏ Social Media 101
๏ Social Media Misconceptions
๏ Common Law Firm Problems & Solutions
๏ Q&A
{ T o d a y ’ s A g e n d a }
© 2016 Findsome & Winmore
๏ Social media has permeated every aspect of our society
๏ Social media is ever-evolving—at an incalculable pace
๏ Social media is the new news cycle
๏ Social media is happening whether you agree with it or not
{ S o c i a l M e d i a 1 0 1 }
FOUND
๏ Set Goals
๏ Build a team
๏ Identify the RIGHT social networks
๏ Decide on a plan to share content
๏ Set policy
๏ Measure success
๏ Adjust
WADING INTO THE WATER
www.FoundTheBook.com
DIGITAL MARKETING: A FOUR STEP MODEL FOR FINDING NEW CUSTOMERS
2. Create Original Content via Blog
3. Optimize forSearch Engines
1. Define Your Audience
4. Engage withSocial Media
© 2016 Findsome & Winmore
๏ Partners don’t believe
๏ Share data: clients spend 16 mins of every hour on social media
๏ Share anecdotes
๏ Ask if they want to be found on Google?
{ P r o b l e m : N o b l o g / w e a k b l o g }
FOUND
๏ 57% of all marketers gained customers by blogging (Hubspot)
๏ 81% of US online consumers trust information and advice from blogs (BlogHer)
๏ B2B marketers who use blogs generate 67% more leads than those that do not (InsideView)
BLOGGING: BY THE NUMBERS
www.FoundTheBook.com
“58% of survey respondents indicated that
when they encounter a COMMON PROBLEM
they turn to the INTERNET”
- Pew Research Center
The creation and distribution of content that informs and influences a particular audience, but does not advertise or sell.
WHAT IS CONTENT MARKETING?
© 2016 Findsome & Winmore
“The currency of a law firm is intellectual capital”
—Andrew Meranus, PR Newswire
{ P r o b l e m : R e l u c t a n c e t o g i v e f r e e a d v i c e }
© 2016 Findsome & Winmore
๏ What should I do if my employer isn’t paying me overtime?
๏ What should I do if I get a DUI?
๏ How is alimony calculated in the State of Florida?
{ A n s w e r q u e s t i o n s ! }
© 2016 Findsome & Winmore
๏ Enlist senior partners
๏ Train and educate
๏ Show links between activity and efficiency
๏ Remind them that people buy from people
๏ Appeal to the competitive element
{ P r o b l e m : I n a c t i v e a t t o r n e y s }
© 2016 Findsome & Winmore
๏ Look before you leap: plan
๏ Start small
๏ Develop a content calendar
๏ Engage others / divide and conquer
๏ Don’t delegate strategy to the interns
๏ Use tools like HootSuite/Sprout Social
{ P r o b l e m : O v e r w h e l m e d s t a f f }
The creation and distribution of content that informs and influences a particular audience, but does not advertise or sell.
WHAT IS CONTENT MARKETING?
FOUND
DEVELOPING AUDIENCE PERSONASAudience Profiles - XYZ Law Firm
Name Demographic Snapshot Motivational Overview Online Communities
Herb 64-year-old male, high net worth, drives a Mercedes
Interested in estate planning issues as he heads into
retirement.
Facebook, LinkedIn, Forbes
Nancy
29-year-old female, shares an apartment with a roommate,
commutes on the subway, very little disposable income
Interested in the ins and outs of pre-nuptial agreements as
she prepares for marriage.
Facebook, Instagram, Twitter
Thomas 42-year-old in-house counsel for a publicly-traded corporation
Wants to know more about creative ways to manage his
caseload effectively
LinkedIn, Twitter, Medium
www.FoundTheBook.com
BLOG WRITER’S BLOCK
What’sHappening
In YourBusiness
WhatTruly Matters
To YourCustomers
What You ShouldBlog About
Write About This: Not This:A shift in your industry
A problem you solved
An idea that helps your clients
3rd party endorsements
Testimonials
Important personnel changes
A new product
Something original
Staff Birthdays
Summer vacations
A profile on the interns
Your favorite coffee drink
Pet names
Hobbies
Off-topic musings
How great you think you are
WEB CONTENT DO’S & DON’TS