digital marketing for lawyers

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Digital Marketing for Lawyers Geoff McQueen Internetrix

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Page 1: Digital Marketing for Lawyers

Digital Marketing for Lawyers

Geoff McQueenInternetrix

Page 2: Digital Marketing for Lawyers

(Re)introductions

Full service digital marketing agency

StrategyCreativeTechnologyPerformance

10 years web marketing experience nationally and internationally

2007 Illawarra Business of the Year

Private Sector – SMEs to ASX listed

3 levels of Government- Federal, State & Local Govt

Page 3: Digital Marketing for Lawyers

Agenda

Where are we now?

Digital Marketing PyramidClients/MarketWebsiteSocial MediaYour Team

Hints, Tips & Useful Stuff

Page 4: Digital Marketing for Lawyers

Where are we at? Adoption

Today, 80% of households are onlineAlmost 90% of those are on broadband

Page 5: Digital Marketing for Lawyers

Where are we at? Engagement

Aussie Internet users spend 17.6 hrs/wk online

This is almost 30% more time than TV! (13.4)

Page 6: Digital Marketing for Lawyers

Where are we at? Social & Personal

More time on social networks (almost 7 hours/month for Australians)

Page 7: Digital Marketing for Lawyers

Digital Marketing Challenges

Massive reach but with massive fragmentation

Low cost but lots of competition

We can’t push messages – we have to pull in the market

Social media removes any control we (falsely) thought we had

Page 8: Digital Marketing for Lawyers

Digital Marketing Pyramid

Your Team

Website

Clients/Market

Social Media

Page 9: Digital Marketing for Lawyers

Your Website

BrochureExperience, Specialisations, Industries & People

ContentDemonstrate expertise with blog posts, articles, publications, presentations & videos

ConversionAccessible contact details, enquiry formsand making sure you’re measuring it!

Page 10: Digital Marketing for Lawyers

Website Success: Content

Brochure = Good, Thought Leader = Great!!

Make it an easy, routine & KPI activity

A few tips on doing it wellKeep it bite-sized – especially for legal stuff!Make it easy to share – Facebook ‘Like’ linksShow expertise, but leave them wanting more!Be honest and human – trust is critical

Page 11: Digital Marketing for Lawyers

Social Marketing

Consumer Clients - FacebookPagesGroupsEvents

Commercial Clients – LinkedInGroupsRecommendations

Page 12: Digital Marketing for Lawyers

Social Marketing Success: Engagement

To engage, you need to join the conversation

A few tips on doing it well:Encourage & reply to comments on your contentUse Facebook Pages to promote your contentMonitor Twitter for keywords & send helpful replies with links back to content on your siteSend targeted email dispatches & encourage replies, questions & comments

Page 13: Digital Marketing for Lawyers

Hints, Tips & Useful Stuff

6 Useful Tips

Page 14: Digital Marketing for Lawyers

Tip #1 – Secure your Twitter username

Page 15: Digital Marketing for Lawyers

Tip #2 – Facebook Privacy & Lists

Checkyourprivacysettings

Page 16: Digital Marketing for Lawyers

Tip #3 – Use & Fear the

An online archive of websites over time http://web.archive.org

Example:Remember: once something is posted, it never dies. Google Cache can also be useful/feared

Page 17: Digital Marketing for Lawyers

Tip #4 Google Docs for Collaboration

Page 18: Digital Marketing for Lawyers

Tip #5 Google Places – Local Search

Page 19: Digital Marketing for Lawyers

Tip #6 Look into Facebook Advertising

Simple & effective display advertising

Target based on demographics:GeographyAgeRelationship StatusInterests

Very cost effective, but with pitfalls

Page 20: Digital Marketing for Lawyers

Conclusions

Your Team

Website

Clients/Market

Social Media

The market is online

It is now an ecosystem

You need a digital strategy, not just a website