Strategies for Maintaining your Firm's Digital Brand: Evolution not Revolution

2015 Legal Marketing Technology Conference/West Recordings

The following content is presented by the LMA Bay Area Chapter.

Domain: Technology Management 

Leading technology products have proven that the most successful digital experiences are the result of ongoing iteration and refinement – an evolutionary process, not revolutionary. Yet, all too often, digital marketing experiences in the legal sector are built and left to wallow until just before their point of irrelevancy, followed (sometimes) by a rush to resuscitate and revive before all value is lost (often too little, too late). As vendors phase out technologies, the firm is under extreme pressure to replace or kill these systems, and the cycle continues. This is costly, resource-intensive, and fails to leverage the knowledge and experience a firm’s marketing team gains from the prior version. In fact, there may be little knowledge to gain from a system that is 5+ years old and hasn’t been considered in that long.

Contrast this with fast, iterative, continuous improvement of site systems and software, which ensures that your websites, proposal generators, and digital marketing experiences stay on the edge, delivering maximum value for your firm. This is similar to the modern agile process of development, and is critical for marketing leaders looking to maximize both their budgets and their value for their firm.

The panel will address the topics including:

  • Maximizing Organic Search: Monitoring, maintaining, and enhancing your SEO results
  • Exceptional Website Search: Optimize your visitors’ ability to find firm information
  • Leveraging Analytics: Create a KPI scorecard defining actionable analytics
  • Compelling Video: Producing quality video assets for your audience
  • Comprehensive Attorney Bios: Deeper profiles for firm attorneys

Jaron Rubenstein, Founder & President, Rubenstein Technology Group
Sarah DiCaro, Senior Marketing Technology Manager, Perkins Coie LLP
Jennifer Larivee, Director of Marketing, Akin Gump Strauss Hauer & Feld LLP
Katy Von Treskow, Director of Marketing Comm

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Video-Recorded Session

This session includes video, audio and synced presentations for an enhanced virtual learning experience. 

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