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Warm-Up #1: Opportunity Stretch STRATEGIC MARKETING FOR LAWYERS

Strategic Marketing for Lawyers by Mark Britton

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Lawyers and legal marketers understand their firm needs a website, a logo and even business cards. Many also understand the benefit of blogging, email newsletters, answering questions on Avvo and having a business page on Facebook. But not many lawyers know where to focus their marketing efforts and how to strategically piece together each initiative so that they support the firm's overall brand and key messages. Learn how to develop an integrated marketing plan that will drive more business.

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Page 1: Strategic Marketing for Lawyers by Mark Britton

Warm-Up #1:Opportunity Stretch

STRATEGIC MARKETING FOR

LAWYERS

Page 2: Strategic Marketing for Lawyers by Mark Britton

MARKETING 15 YEARS AGO

1997

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MARKETING TODAY

2012

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OH MY. How Do I Manage It All?

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OBJECTIVES

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Referring Attorney

Existing Client

Lead Generation

BrandingThought

Leadership

Potential Client

TARGETING

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Segment

CompetitionMoney

You

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ID + TEST + CWP

20122012CWP

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STRATEGIC MARKETING

Set objectives

ID target audience

ID + test marketing channels

Point everything back to your CWP

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THE SOCIAL MEDIA OPPORTUNITY

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500mm RUs

4B videos/day

900mm RUs

150mm RUs

4mm visits200,00 contacts

170mm RUsCopyright 2012 - Avvo, Inc.

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THE VIDEO OPPORTUNITY

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THE VIDEO OPPORTUNITY

UNIQUELY SHOWS WHO YOU ARE

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THE VIDEO OPPORTUNITY

20%MORE WEBSITE VISITS

PER MONTH ON AVERAGE

SOURCE: YouTube, 2012

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GOOGLE LIKES VIDEO CONTENT

Organic search listings

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Seattle Attorney Chris Davis

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THE MOBILE OPPORTUNITY

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EXPLOSIVE MOBILE GROWTH OVER NEXT 2 YEARS

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19% OF ADULTS IN THE U.S. NOW HAVE TABLETS

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Lost branding

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Lost branding

The video you are trying to watch is a format not

supported

Video will not play on tablet

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Number is not clickable

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MONITOR & MEASURE

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[email protected]

Twitter.com/mark_britton

Lawyer Marketing Blog: www.lawyernomics.avvo.com

Avvo Blog: www.avvoblog.com

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