(webinar slides) kickstart your legal marketing in one hour

Kickstart Your Legal Marketing In One Hour

About MyCase

Built as a complete platform, MyCase offers features that seamlessly cover all the daily functions that a modern, small law firm requires in one place at an affordable price.

MyCase Web-Based Legal Practice Management Software

Just $39/month per attorney $29/month per paralegal or staff

About MyCase

•Modern and professional design built for your firm•Social media and blog integration•Complete integration with MyCase practice management software

MyCase Websites

About Our Presenter

• Founder of Write Law• Hundreds of ghost-written blogs

and pages of legal website content

• Nationally sought-after speaker on topics from marketing to website development and business growth

• Business Mastermind facilitator • 1 on 1 marketing consultant • Obsessed with:

• Salted caramels

• Chardonnay

• Planning to exercise

Mary Wenzel, J.D.

Where I Started my Legal Career

When it came to buying marketing -

It always felt like we were being approached

by this guy!

Poll #1

1. Never - I am lucky or am just getting started with my marketing.

2. Once or twice - I am pretty careful about where I spend my

marketing budget.

3. More times than I’d like to admit – I can’t seem to get a

handle on what is a good investment and what isn’t.

4. I think all legal marketing is snake oil

How many times have you paid for advertising only to feel like you bought snake oil afterwards?

Kickstart Your Legal Marketing In One Hour

•  Select the best marketing channels available 

•  Evaluate your marketing service providers 

• Easily track your marketing efforts 

•  Make your website a reality

• Develop targeted content

Today you will learn how to:

Legal Marketing

• Online • Websites

• Blogs

• Social Media

• Review Sites

• Referral Sites

• Pay Per Click (PPC)

• Email Campaigns

• Videos

• Webinars

Let’s talk about marketing channels:

•Traditional•Yellow Pages

•Billboards

•TV Ads

•Radio Commercials

•Print – magazines, newspapers, etc.

•Attorney Newsletters

•Speaking Engagements

•Networking

•Referral Groups

How Do You Pick?

Mary’s non-negotiables:

1) In-person networking

2) Your website

3) Blog

4) LinkedIn profile

Poll #2

Do you:

Regularly network?

Have a website?

Have a blog?

Have a up-to-date profile on LinkedIn?

How are you guys doing on your four non-negotiables?

Poll #3

Under $2,500 $2,500 - $5,000 $5,000 - $10,000 $10,000 - $20,000 $20,000 +

What is your annual marketing budget?

Who is your audience?

“Free” Marketing Channels – Social Media

YouTube

YouTube1 Billion

FBFacebook

1.28 Billion

TTwitter255 Million

Yelp98.1 Million

ln

LinkedIn187 Million

Google+540 Million

Avvo

Avvo160k attorneys 6 million users

Y

G+Your Firm’s Choices

Social Media Users

“Free” Marketing Channels – Review Sites

Yelp

Google Places

“Free” Marketing Channels

Networking

Speaking Engagements

Low Cost Marketing Channels

Email Marketing

According to MailChimp, 1 in 5 people open emails from

businesses identifying themselves as "legal

services" and when that email contains a link, only

3.25% of people will click on it. MailChimp.com

Low Cost Marketing Channels

Referral Groups

Videos

Medium & High Cost Marketing Channels

Direct Mail

Direct mail response rates in a Business to Consumer

context hover around 4.4% nationally.

Medium & High Cost Marketing Channels

Radio

Yellow Pages

Television

Making the Best Choice for Your Firm

• The strength of your 4 non-negotiables

• The other marketing you are doing

• Your budget

• Where you can get the most bang for your buck

Look at:

It’s Time to Evaluate Your Choices

1. What services are included in your price?

2. What is your current turn around time?

3. What information do you need from me?

4. How many revisions do I get?

5. What is the best way for us to communicate?

6. Who will be handling my project?

7. What kind of training do you provide?

You have to ASK questions

Service provider specific resources available at:Write-law.com/getting-started/legal-marketing-resources

Tracking Your Marketing

With marketing you want to track:

• The date

• The marketing channel

• The actions taken on that channel

• The costs to market on that channel

• The goals of that marketing

• The results of those marketing efforts

You can’t know if something works if you don’t set goals and track your progress

Tracking Your Marketing

Tracking Your Marketing

Poll #4

Yes

I do it myself

I have a team member who tracks it

No

Are you currently tracking your marketing?

Legal Websites

• Home – intro to firm and general mention of practice areas

• About – firm overview or solo attorney bio

• Bio Pages – for each attorney in the firm

• Practice Areas – should tackle 1 practice area per page, no more than 3 max if they are related

• Blog – answer client questions, provide updates in the law, share funny stories

• News/Updates/Successes – place for less frequent updates than a blog

• Contact – *Only put a map up if you want to be visited by your clients*

Page Types

Is Your Website Up to Snuff?

94% of people cited web design as the reason they mistrusted or rejected a website. ironpaper.com

• Redesigned every 2 – 3 years• Mobile friendly

• Cellphones • Tablets

• Up-to-date firm members:• Partners• Associates• Staff

• Accurate practice area information• Accurate contact information

Making Your Website a Reality

• Select and buy your domain nameo Firm Name

o Your Name

o Descriptive terms related to your practice areas and/or geographic location

• Identify your goals for the siteo New client acquisition

o Reputation booster

o Client payments

o Blog

o Selling things

• Set a budget for design & development (this doesn’t include content)o DIY: $500 – $750 for hosting, logo design, stock image purchases, template & lots of time

o Professional: $1,500 - $10,000 depending on site size, complexity and customization

DIY v. Professional

Recommended Platforms:• WordPress• Square Space • Wix

What you will need:• Domain name• Hosting

• Website • Email

• Logo design • Stock photos• Headshots • Color scheme • Content • LOTS OF TIME

DIY Professional

Recommended Platforms:• WordPress• Square Space • Proprietary platform

What you will need:• Domain name• Hosting

• Website • Email

• Headshots • Content

Website Content

You have two choices:

1. Write it yourself

2. Hire a copywriter to write it for you

"74 percent of consumers pay attention to the correctness of the prose on company websites, and 59 percent of

respondents said they would avoid doing business with a company that’s made obvious errors."

realbusiness.co.uk

Website designers & developers DO NOT provide content

Poll #5

I wrote everything on my website

I wrote a couple of key pieces, like my bio or a special practice area page

A member of our team wrote it for us

I hired a copywriter to write it for me

I don’t have a website

Have you written webpage content for your website?

Website Content

• Title

• Headnotes (H1) & Sub-headnotes (H2, H3 etc.)

• Small Paragraphs

• Bullet Point & Numbered Lists

• Short Sentences

• Clear Call to Action

• Relevant Links

A GOOD WEB PAGE

Header

Small paragraphs

C.T.A.

Title

Website Content

Overall Length – 300 – 550 words

Title – Type of subject matter to be covered.

Header 1 – Include keyword or keyword phrase.

Paragraph 1 – Intro to subject and how the firm can help. Should include keyword within the first 2 or 3 sentences.

A GOOD WEB PAGE

Website Content

Body of Page – Should contain at least 3 short paragraphs.

Practice Area Pages - Should address the most common questions clients ask about the service

Content should be broken into

• bullet points and

1. numbered lists

Sub-headnotes (h2, h3 etc.) should be used to draw attention to important content.

A GOOD WEB PAGE

Website Content

Conclusion – Should summarize the main points of the page and end with a clear call to action.

Examples:

Personal Injury Firm –

Contact XYZ law firm today to discuss your personal injury case. We are available at 123-456-7585.

Criminal Defense Firm –

If you or a loved one needs legal representation in a DUI case, call us now. You don’t want to lose your right to a DMV hearing.

A GOOD WEB PAGE

Website Content

You should never copy content on the internet. Don’t ever do it!

www.copyscape.com

Remember that your website needs to comply with your state bar’s ethics requirements:

• Disclaimers • Be careful with:

o “We” if you are a true soloo Case results o Client testimonials o Specializations

Quick Tips

Contact Us

Mary Wenzel(619) 810-7730info@Write-Law.comwww.Write-Law.com

MyCase.comMyCase.com/blogsupport@mycase.com(800) 571-806230-Day FREE Trial

MyCaseWeb-Based Legal Practice Management Software

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