This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.

1. Law Firm
“Digital” Marketing Trends
for 2015-2016
Jabez LeBret

3. @gngfound
JOURNALISM

4. Our Book
AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK
Jabez LeBret Mark Homer
How to Turn Clicks INTO CLIENTS
THIRD EDITION
ONLINE
PRACTICE
STRATEGIES
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@jabezlebret

5. 2005
Online = Website
2015
Online = Presence

6. Scholarship
Video
Content
Hosting
Directory Listings
Mobile Sites
Search
Social
Media
Websites
Analytics
SUCCESSFUL
LAW FIRM
WEB PRESENCE
Website
Social
Links
Content
Hosting
Directories
Mobile
Video

7. @jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• Content
• We trust strangers
• Links and Social

8. 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

9. 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)

10. 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 fromYouTube as school
• Low attention span - “Bite-size media”
• Leaving Facebook??

11. 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

12. KNOWLEDGE GRAPH

13. @jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• Content
• We trust strangers
• Links and Social

15. 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

16. @gngfound
Where to Put Your Blog

17. @gngfound
DO YOU UNDERSTAND MY PROBLEM?

18. Content: Blogging?
• SEOValue?
• Fewer Posts, Deeper Content
• Still Important
• Add Personality
Ethics:
•Don’t use names
•Hunter vs.Virginia
•Ghostwriter?

19. @gngfound
• Common questions?
• 10 FAQ / 10 SAQ
• Localize National Topics
• Curate Content
• Local Posts
WHAT TO BLOG ABOUT?

20. 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

21. Your Website Ethics
•Disclaimers
-­‐
email
vs.
website
“advertising
material”
•Make
statements
that
imply
results
•Trade
Names
and
Distinctive
Website
•Keep
a
record
=
backups!

22. @gngfound
ONLINE VIDEO

23. ONLINE CHAT
VIDEO

24. @gngfound
VIDEO
Video Quality
Less Than 90sec
Content Only
Promote on FB
Transcribe

25. @gngfound
• 1 Firm Overview Video - 60-90 seconds
• 50 - 150 FAQ Videos - 60 seconds
ONLINE VIDEO

26. @gngfound
• Good Audio and Lighting are critical
• Lavalier Microphones
• B-Roll Footage
• Low background music increases sound quality
FIRM OVERVIEW VIDEO

27. @gngfound
FAQ VIDEO
• 45- 60 Seconds
• All Content No Sales
• Improved Quality
• Link To Website

29. ALETERNATE
CONTENT
PLACEMENT

33. @jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• Content
• We trust strangers
• Links and Social

34. 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%

35. 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

36. Reviews
Where to Get Reviews:

37. Image of search result with stars

38. @gngfound
ONLINE REVIEWS

39. @gngfound
ONLINE REVIEWS

40. Reviews

41. @gngfound
• 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

42. @jabezlebret | @gngfound
Trends for 2015-2016
• Mobile continues to grow in importance
• On-Demand Expectations
• We trust strangers
• Links and Social

43. Why Social Media Competence
Are 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.

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

45. Social Content Links On/Off Site
Traffic + Conversions
Links Still Matter
Be Careful
Contextual v Link
Scholarships Rock
@jabezlebret

46. Social Content Links On/Off Site
Traffic + Conversions

47. Social Content Links On/Off Site
Traffic + Conversions
Instructions on Your Website
Infographic About Scholarship
Pre-Written Emails
Call Schools
Video v. Essay – Easy Choice

48. Social Content Links On/Off Site
Traffic + Conversions
Contextual Link from .edu

49. Content Links On/Off
Traffic + Conversions

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

52. IMAGES MATTER

53. Images

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

58. Links On/Off Site
Traffic + Conversions
No Text
Above Ad
Image Altered
Adjust
Headline &
Copy

59. @gngfound
FACEBOOK PAGE POST AD
$120 Total Ad Spend
123,712 ppl saw post
$.0009 per impression

60. FACEBOOK VIDEO

61. Auto-Play
v.
Youtube
300%+ Increase Views
More Shares
More Likes
Fewer Minutes Watched

62. 5 minute
v.
2 minute
38% Watched Longer
8% More Starts
12% More Clicks
More Shares + Likes

63. @gngfound
Pinterest

64. @gngfound

66. Direct Link to Website
Infographics
Group Boards
Pinable Images

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

68. UGC

69. @gngfound
• 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

70. @jabezlebret | @gngfound
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

71. @jabezlebret | @gngfound
Other Trends for 2015-2016
• Visual Marketing
• Social costs money?
• Security
• Technology Competence

72. Law Firm
“Digital” Marketing Trends
for 2015-2016
Jabez LeBret

73. @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

74. @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