Highlights of LMA 2016 Conference
Presented By: Susan Ramsey
Breakthroughs in PR, Content and
Communications
Social Media – Top 10 Tips
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Share Your Content
Work with Technology
Invest in Your Efforts
Benchmark, Measure & Adjust
Be Efficient
Develop Self-Service Resources
Be a Strategic Coach
Be Brilliant
Teach Attorneys to Fish
Go Beyond LinkedIn
Content Amplification
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Critical Part of Content Generation Process
33% of all content gets read on social media
Attorneys vs. Accountants – Accounting wins the
content battle
Share more of their effective visual content
Accounting firms - our biggest competitor
Use of video, photos, infographics makes
biggest difference for increasing readership,
shares and ROI
Content Development
• Co-Produce content with clients, thought leaders
and influencers
• Re-post old content to increase shares, change
text, space out, 2xs per week minimum
• Importance of video – get attorneys engaged,
visual message, short/easy way to communicate
message
• Importance of SEO – Choose words carefully for
greater search
Show vs. Tell
Show Why Ranked High, Don’t Tell
• No more B2B or B2C, it is now H2H – Human to
Human
• Website is not main place audience going to
now – it’s social media
• Choose powerful images/photos to get more
shares, evoke emotions, raise engagement
• 44% more people read your news with
infographics
Content Optimization
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Main Reason for Content Marketing –
to Drive BD Opportunities & Relationships
Top SM Channels: LI, FB, Twitter, YouTube, G+
Instagram less, Snapchat to be mainstream
Use quotes, visuals to bring stats to life, emojis
Share firm history
Do 360 degree – Use all 3 platforms/channels
Blogs – find influencers, reference in blog, track
followers, rainmakers should blog – passionate
about their expertise, excited to share
Writing Content
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Earn reader one piece of content at a time
Give clients what you know they want
Fill in blank – 6 lines: I am often asked ___
Don’t write about the law – write about
how changes to the law impact your client
Content User Experience (UX)
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Focus: High quality content on web
Understand clients and their business
Content with client perspective
Value Proposition – the pinnacle of content
strategy – why should client buy from you?
• Emphasis on features and benefits of services
• Think strategically about benefits you offer vs.
list of rankings
Evoke Emotion
• Turn brochures into emotional engagement with
clients
• Events – make clients “feel the experience,”
have spectacular event, leaves impression, sets
brand for firm, confirms place on map
• Create ideas that evoke emotion
• Deviate with marketing message, surprise
• Marketing skills required to be effective: Engage,
Analyze, Create
Building Law Firms with
Marketing at the Helm
• Factors to win competitive work: Pricing,
Technology, Innovation, Different/Outside box
• Law firms today won’t be the same in 2 years
• As Marketers, we are the voice of the client
– analytical skills
– financially savvy
– technology oriented
• Use these skills to analyze and assess plans to
move the firm forward and grow
Law Firms of the Future
• New Positions created for Management Team:
– Pricing Management
– Knowledge Management
– Market Technology
– Lateral Integration
– Strategic Officer
• What will stay the same? Events, MarCom
• Important to be Change Agents as the legal
world changes
Law Firm Marketing
Professionals Make a Difference
• Learn attorneys’ practices
• Get ahead of the lawyer, ask what business
goals they want to accomplish
• Understand their client base and targets
• Develop/build relationships with attorneys
• Engage attorneys to promote themselves
• Drive Change, ask right questions
• Drive Process, define value, utilize resources to
increase effectiveness
Key Attributes
for Success of Law Firm
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Invest in people at firm
Have a point of view
Ask how can you help?
Be proactive – step forward with ideas
Invest in the culture – understand values,
history of firm – “culture eats strategy for
lunch”