Key Takeaways from May 26 LMANext Webinar: The Impact of Successful Digital Marketing (Part Two)

Ready, Set, Share: The Impact of Successful Digital Marketing (Part Two)

On May 26, 2020, 90+ people tuned in to hear from digital marketing pros, Amrita Kochhar,
Adhi Reza, Darian Kovacs, and Janelle Weed, on how to develop a creative and engaging digital marketing strategy. Through the lens of planning, promoting, and reporting on the launch of a new project, our panelists discussed how to successfully harness the power of digital marketing.

Sarah Huynh, Marketing & Business Development Coordinator at Lenczner Slaght, summarizes the key takeaways from the webinar below.


Key Considerations at the Forefront of a Project

At the start of any key digital marketing project, set your scene and prepare for success. Here are a few tips from the panel:

  • Spend some time on your website and look at ways to improve its authority on Google.
  • Try Ubersuggest, a free SEO tool, which suggests on-site technical changes to make to your website to improve your SEO.
  • Set website analytic goals that you want to achieve from the initiative and track your progress. Try Goals within Google Analytics.
  • When ready to kick-off the project itself, remember to clearly communicate the task at hand, loop in your key stakeholders and let them know the role that they will play in completing the project, and engage whoever is best suited to approve the final product.
Layout the ROI of Digital Marketing to Engage Lawyers 

There are many ways to communicate the ROI of digital marketing to lawyers to get them engaged.
A few tips to consider:

  • Engage your lawyers at the outset to win their buy-in. Explain how your digital marketing initiative directly aligns with your overall marketing business plan and goals.
  • Lawyers are competitive and they respond to good news stories. Share concrete examples of what their peers have achieved and they’ll work to achieve the same or better results.
  • Close the loop at the end of each marketing activity. Provide them with a results report and/or a journey map to show hard data on what they’ve achieved.
  • Tailor the format of your results report to the lawyer reading it. Include quantitative data, such as analytics, and qualitative data, including feedback received internally and externally.
Consider Your Resources

Consider the nature of your firm and the content resources that you have in order to develop your content strategy and process (e.g. consider from practice groups). Think about where and how else the content produced can be leveraged. Consider extending your reach to a third party publication or breaking it up into a series of bite-sized content. Check out Creating an Online Publishing Strategy for Law Firms, Steve Matthews & Jordan Furlong.

Social Media Deep Dive 

The benefits of social media for lawyers are endless including opportunities for networking and business development, staying informed, establishing a personal brand, raising profile, and showcasing expertise. Embed the use of social media into your law firm culture by introducing training sessions with your students and associates as part of their on-boarding – on top of one-on-one sessions with any of your lawyers who may benefit from the extra support.

As for the firm, a successful digital marketing strategy relies on three key factors: branding, consistency, and differentiation.

  • Branding. Employ specific branding rules to guide your everyday posts.
  • Consistency. Build and maintain momentum. Keep your activity and tone consistent throughout the platforms that you are active on and you will become recognized for it.
  • Differentiation. Set yourself apart from your competitors. If you establish a strong brand recognition as a firm, your lawyers will reap the benefits from the brand equity established.
Extend Your Digital Footprint 

Now is the time to experiment with sponsored content on LinkedIn. Since larger, consumer-focused companies have decreased their spending on advertising during this time, you will notice that your ROI will yield a greater audience for less money. Read more about Advertising During a Crisis, as reported by Ogilvy and Environics Research.

Report Your Results 

Once all has been said and done, communicate the results of the initiative. A few tips from the panel.

  • Track any leads obtained, where they came from, and whether they converted to becoming a client – this will provide insight on where you should continue to invest your time and resources.
  • Consider third party reporting tools such as DashThis, Geckoboard, Tableau, or Clio Grow.
  • Consider doing a deep dive every quarter on your website’s analytics, differentiating between your on-site and off-site analytics.
How Prepared Are You? 

Finally, use a MarTech Stack to evaluate your digital marketing technology and programs and how they work together as a whole. Identify any gaps in your tools and then address accordingly.


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