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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
