Presented by:

Brian Kennel Performance Management Consulting, LLC

bkennel@performlaw.com (504) 858-7428

TRANSFORMING PRACTICES

NEVER BEEN MORE INTERESTING AND REWARDING

TECHNOLOGY, PROPERLY APPLIED, MAKES THE SMALL MIGHTY

WITH A FEW KEY RELATIONSHIPS AND RESOURCES, A PRACTICE

MAY BE BUILT OR TRANSFORMED

CONNECTS PEOPLE TO INFORMATION: BE THAT INFORMATION –

SEE THE MOVIE THE INTERNSHIP

2

MODERN LEGAL MARKETING

INTRODUCTION

CHANGING THE FIRM’S WEBSITE AND MARKETING APPROACH MAY REQUIRE A LOT OF PATIENCE AND CONVINCING

FEAR OF CHANGE MAY BE THE STRONGEST AMONG THE MOST SUCCESSFUL IN THE FIRM

OUTSIDE RELATIONSHIPS ARE OFTEN REQUIRED TO OVERCOME THIS FEAR OF CHANGE

A DISTRIBUTED APPROACH MAY BE PREFERABLE

• FIRM IS THE CENTRAL HUB, BUT MARKETING IS LAWYER CENTERED

THE LAW FIRM DYNAMIC

3

MODERN LEGAL MARKETING

INTRODUCTION

LEARN FROM THOSE WHO DO IT WELL

3 SAMPLES

CONTENT MARKETING INSTITUTE

HINGE MARKETING HUBSPOT

CONTENT MARKETING

4

MODERN LEGAL MARKETING

GETTING STARTED

DEVELOP KEY RELATIONSHIPS

• WEB DEVELOPMENT

• GRAPHICS AND SOCIAL MEDIA SUPPORT

• EDITORIAL SUPPORT

• CONTENT DEVELOPMENT

• CONTENT DISTRIBUTION

• ANALYTICS

5

MODERN LEGAL MARKETING

ESSENTIALS

FINDING THE RIGHT RELATIONSHIPS

THE BEST RELATIONSHIPS ARE WITH PEOPLE WHO PROFIT FROM

YOUR SUCCESS

I RECOMMEND FINDING PEOPLE WHO BUY IN TO WHAT YOU ARE

TRYING TO DO

WHEN THIS OCCURS, CREATIVITY IS MAXIMIZED

6

MODERN LEGAL MARKETING

ESSENTIALS

WEBSITE EVOLVED

WEBSITE NEEDS TO SUPPORT CONTENT MARKETING STRATEGY

MISTAKE EXAMPLE

WEBSITE NEEDS TO SOLICIT ENGAGEMENT

INCLUDE A LIBRARY AND BLOG

LANDING PAGES SHOULD ENGAGE: DOWNLOADABLE CONTENT

CONVERSION OPTIONS

7

MODERN LEGAL MARKETING

ESSENTIALS

WEBSITE EVOLVED

FIND A WEB DEVELOPER THAT ACTIVELY MARKETS CONTENT

EXAMPLE: THE CATHOLIC FOODIE

WEBSITE BECOMES INTERTWINED WITH THE FIRM’S BLOG

8

MODERN LEGAL MARKETING

ESSENTIALS

CLIENTS ARE INUNDATED WITH CONTENT

GOOD TITLE AND ATTRACTIVE VISUAL PRESENTAION ARE ESSENTIAL

EXAMPLE: MODERN LEGAL MARKETING: HERE ARE THE ESSENTIALS

9

MODERN LEGAL MARKETING

ESSENTIALS

GRAPHICS AND SOCIAL MEDIA SUPPORT INCLUDES:

SELECT AND APPLY GRAPHICS TO DISTRIBTUED CONTENT

EFFECTIVE POSTING TO AVAILABLE SOCIAL MEDIA OUTLETS AND OTHER DISTRIBUTION

CHANNELS

CREATING AND MANAGING EMAIL MARKETING CAMPAIGNS

RESEARCHING NEW OUTLETS FOR CONTENT DISTRIBUTION

INBOUND TRAFFIC MANAGEMENT

EVALUATING AND IMPROVING EXISTING CONTENT DISTRIBUTION CHANNELS

10

MODERN LEGAL MARKETING

ESSENTIALS

EDITORIAL SUPPORT

GRAMMARLY.COM

ALLOWS MUCH OF THE EDITING TO BECOME A CLERICAL

FUNCTION

GRAMMARLY ALSO OFFERS FEE FOR SERVICE EDITING BY A

TRAINED EDITOR

11

MODERN LEGAL MARKETING

ESSENTIALS

CONTENT DEVELOPMENT

ORIGINAL CONTENT IS BEST

GOAL IS TO INDICATE UNIQUE CAPABILITY OF THE LAWYER OR

FIRM

ORIGINAL CONTENT THAT IS NUANCED IS DESIRABLE

GOOD EXPLANATION OF QUALITY CONTENT

A GOOD SUPPORT NETWORK ALLOWS ATTORNEYS TO FOCUS ON

CONTENT DEVELOPMENT

12

MODERN LEGAL MARKETING

ESSENTIALS

CONTENT DISTRIBUTION: FINDING UNIQUE RELATIONSHIPS

BLOGS ARE A MINIMUM REQUIREMENT

EASY TO UPDATE, SEARCH ENGINE RELEVANCE

SOCIAL MEDIA OUTLETS ARE ESSENTIAL TO REACHING FAR AND WIDE

MY INVESTMENT IS MOSTLY IN LINKEDIN AND LINKEDIN GROUPS

SOCIAL MEDIA SUPPORT IS RESEARCHING EVERY CONTACT I HAVE

REMEMBER ALL OF THESE NETWORKS NEED TO BE MANAGED

EXCELLENT ADVICE IS AVAILABLE FROM HINGE, HUB SPOT AND WORDSTREAM

13

MODERN LEGAL MARKETING

ESSENTIALS

ANALYTICS: CALIBRATING AND RECALIBRATING

COLLECTION AND ANALYSIS OF A FIRM’S WEB TRAFFIC

VISITORS, ACTIONS WHILE ON SITE, ORIGIN OF VISITOR AND HOW

THEY FOUND THE SITE, LOCALE, TIME ON SITE ETC.

OTHER ANALYTICS ARE AVAILABLE ON LINKEDIN, CONSTANT

CONTACT AND OTHER SOCIAL MEDIA

MY PERSONAL EXPERIENCE IS THAT I GET TWICE AS MANY HITS

WHEN I WRITE ABOUT MARKETING AND LATERAL HIRING

CLICKY. COM FOR MY ANALYTICS

14

MODERN LEGAL MARKETING

ESSENTIALS

HOW CAN THIS HAPPEN IN A LAW FIRM?

STARTS WITH EDUCATION: REMEMBER SAL FROM THE VIDEO

ENCOURAGE THE FIRM TO DECENTRALIZE THE EFFORT

EXPAND THE DEFINITION OF WHAT A MARKETING BUDGET CAN

BE USED FOR : GO BEYOND TRAVEL AND ENTERTAINMENT

USE OUTSIDE EXPERTS TO SUPPLEMENT IN HOUSE EXPERTISE

15

MODERN LEGAL MARKETING

ESSENTIALS