Law Firm Digital Marketing Trends for 2016

Law Firm “Digital” Marketing Trends

for 2015-2016 Jabez LeBret

@gngfound

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2005

Online = Website

2015

Online = Presence

Scholarship

Video

Content

Hosting

Directory Listings

Mobile Sites

Search

SocialMedia

Websites

Analytics

SUCCESSFULLAW FIRM

WEB PRESENCE

Website Social Links Content Hosting Directories Mobile Video

@jabezlebret | @gngfound

Trends for 2015-2016

• Mobile continues to grow in importance

• Content

• We trust strangers

• Links and Social

THE FUTURE IS MOBILE

*IDC Research Report 2013

have their phone on or near them for all but up to 2 hours of their waking day.79%

reach for their smartphone immediately after waking up62%

say they can't recall the last time their smartphone wasn't next to them.25%

Among smartphone owners age 18-44

Millennials

• 20-36 years old now• Yes, they are adults and many are middle managers with

great income• They grew up with mobile devices not phones• On average send over 100 texts a day• 2/3 rather text than speak to someone on the phone• They knew Amazon the retailer before Amazon the river• 75% are on social media (from a mobile device)

Gen Z• <20 years old…. but• Largest population in U.S.• Prefer Images vs. text (snapchat, instagram, video)• Can work multiple screens at once (iPad, computer, TV,

smartphone, games) and have only seen touchscreens• Learn as much from YouTube as school• Low attention span - “Bite-size media”• Leaving Facebook??

Are you ready?

• Mobile Responsive Website

• Make it easy to get a hold of you from mobile device

• Make sure your firm is setup correctly on mobile search

KNOWLEDGE GRAPH




• Content



Keyword Stuffing“Blocks of text listing cities and states a webpage is trying to rank for”

Pasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands Oaks

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Where to Put Your Blog

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DO YOU UNDERSTAND MY PROBLEM?

Content: Blogging?

• SEO Value? • Fewer Posts, Deeper Content• Still Important• Add Personality

Ethics: •Don’t use names•Hunter vs. Virginia•Ghostwriter?

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• Common questions?

• 10 FAQ / 10 SAQ

• Localize National Topics

• Curate Content

• Local Posts

WHAT TO BLOG ABOUT?

Creating Content“This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.”

Nevada Divorce Attorney + 12 Other States

Your Website Ethics•Disclaimers -‐ email vs. website “advertising material”

•Make statements that imply results

•Trade Names and Distinctive Website

•Keep a record = backups!

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ONLINE VIDEO

ONLINE CHAT

VIDEO

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VIDEO

Video Quality Less Than 90sec Content Only Promote on FB Transcribe

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• 1 Firm Overview Video - 60-90 seconds

• 50 - 150 FAQ Videos - 60 seconds

ONLINE VIDEO

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• Good Audio and Lighting are critical

• Lavalier Microphones

• B-Roll Footage

• Low background music increases sound quality

FIRM OVERVIEW VIDEO

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FAQ VIDEO

• 45- 60 Seconds

• All Content No Sales

• Improved Quality

• Link To Website

ALETERNATE CONTENT PLACEMENT




• Content



WHY REVIEWS MATTER

67% OF CONSUMERS

READ 6 REVIEWS OR

LESS TO MAKE UP THEIR MIND

SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE

OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS

79% 73%

And that data is old…2015 Survey:

• 92% of consumers now read online reviews (vs. 88% in 2014)

• 40% of consumers form an opinion by reading just 1-3 reviews

• Only 13% of consumers consider using a business that has a 1 or 2 star rating

• Star rating is #1 factor used by consumers to judge a business

Reviews

Where to Get Reviews:

Image of search result with stars

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ONLINE REVIEWS

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ONLINE REVIEWS

Reviews

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• You can’t write your own online reviews • Caution: you are responsible even if you hire a firm to “claim”

your directory listings • Responsibilities Regarding Nonlawyer Assistants Don’t make

up profiles to write reviews • Don’t pay for reviews • “A lawyer shall not give anything of value to a person for

recommending the lawyer’s services”

ETHICS OF REVIEWS




• On-Demand Expectations



Why Social Media CompetenceAre you confident that you, the lawyer, can adequately provide guidance and advice to your clients about the exposure and risks of using social media networks.

Asking people to not participate in social media is liking asking people to not use email.

I Don’t Buy Links Often But When I Do…

Social Content Links On/Off Site

Traffic + Conversions Links Still Matter Be Careful Contextual v Link Scholarships Rock

@jabezlebret


Traffic + Conversions


Traffic + Conversions Instructions on Your Website Infographic About Scholarship Pre-Written Emails Call Schools Video v. Essay – Easy Choice



Contextual Link from .edu

Content Links On/Off


Just Posting is Pointless Page Post Ads Mobile Optimized Not Right Side Ads Psychographic Targets

IMAGES MATTER

Images

http://www.entrepreneur.com/article/238646?hootPostID=2e98e3ae21517fd09f7f20384535007b

Links On/Off Site

Traffic + Conversions No Text Above Ad Image Altered Adjust Headline & Copy

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FACEBOOK PAGE POST AD

$120 Total Ad Spend 123,712 ppl saw post $.0009 per impression

FACEBOOK VIDEO

Auto-Play v.

Youtube

300%+ Increase Views More Shares More Likes

Fewer Minutes Watched

5 minute v.

2 minute

38% Watched Longer 8% More Starts

12% More Clicks More Shares + Likes

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Pinterest

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Direct Link to Website Infographics Group Boards Pinable Images

Almost 100% Mobile Image Driven Story Sharing Hashtags Heavily Used Comment Back

UGC

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• Other Issues • Don’t “friend” potential jurors • Accidental Discovery • Using Social For Discovery • Using Social as Evidence (Competence?) • Advising Clients About Social • Commercial Speech = Advertising

SOCIAL MEDIA ETHICS


Pay to Play

• Promote quality content via social media paid posts –

save money by targeting!

• Get some rich markup back by using Adwords

• Figure out what directories are crushing it in your

area and spend $$ for premium placement


Other Trends for 2015-2016

• Visual Marketing

• Social costs money?

• Security

• Technology Competence

Law Firm “Digital” Marketing Trends

for 2015-2016 Jabez LeBret

@gngfound

What counts as advice? • Dealing With Unrepresented Person

• If the lawyer knows or reasonably should know that the “unrepresented person misunderstands the lawyer's role”

• If you are engaged in a discussion LinkedIn and there is a possibility that the person misunderstands your comments make sure to inform them of your relationship and do not give legal advice.

SOCIAL MEDIA ETHICS

@gngfound

Is this Advertising? - Facebook Page Post Ad • Yes

• May want to submit a copy of Page Post Ad as Advertising • Keep records of Ads by not deleting them

Don’t Imply Results or Mislead • Communications Concerning a Lawyer's Services • Don’t say things that could lead someone to expect results • Don’t compare your firm to another like "Our firm is way better than

Smith and Smith" unless you can factually substantiate

SOCIAL MEDIA ETHICS