The legal industry is experiencing a tectonic shift when it comes to digital marketing and social media. Savvy law firms and lawyers realize the importance of their digital marketing and social media campaigns to generate new business and enhance their credibility and network.
Panels and discussions at the Federal Bar Association’s Rising Professionals Symposium February 2-3, 2018 in Las Vegas will examine client development and how to best employ technology and digital marketing tools to grow your client base. Register at www.fedbar.org/rps18.
Each year, new software, new social media platforms, and new client preferences dictate which modernizations lawyers should use. At the Rising Professionals Symposium, learn about search engine rankings, search engine optimization, and how to develop unique, client-driven website content. Speakers will address a variety of solutions for lawyers engaged in digital marketing and social media, including:
- Which social media sites should a lawyer and law firm engage with?
- How efficient are your digital marketing efforts and how do you measure success?
- What ethics rules must a lawyer consider when utilizing digital marketing and social media?
- How do you create original, engaging, and informative digital content that is a lead generator?
The Rising Professionals Symposium is the perfect opportunity to explore the following digital marketing tools and trends:
Mobilize Through Mobile: A mobile optimized website is essential if you hope to be successful and generate traffic while bringing in legitimate leads. Statically speaking, clients today will find your law firm on a smartphone. Google is about to boost its mobile-friendly algorithm, which is designed to give mobile-friendly pages an advantage in Google’s mobile search results. If you don’t have a mobile-friendly website then it could be reducing the number of visitors, increasing your bounce rate (i.e., the percentage of visitors who leave your site quickly without really looking at it), and minimizing conversions, on your site.
Write Stuff: Blogs that offer analysis of trending legal topics tend to attract relevant client interest and are easily promoted through social media. Blogs are a gateway to help your clients and prospective clients understand legal developments as well as build your reputation as a thought leader. Attorneys and law firms can establish valuable legal-oriented blogs where they post summaries of cases and new laws.
Hash It Out: Hashtags are an essential part of promotion that increases your firm’s visibility. Hashtags are a valuable tool to direct readers to where you want them to visit. Hashtags are signals that communicate and define your legal services. They can help attract more clients and spotlight your knowledge about trending topics.
Professional Responsibility: Digital marketing and social media publicly exposes your statements, activities, and missteps. It is always important to follow ethical guidelines at all times. Online networking can create ethical risks, such as inadvertently establishing an attorney-client relationship or giving advice on inadequate information. While social media allows lawyers and law firms to take a more active role in shaping their public image, the risks are substantial. Lawyers must be careful in their use of digital marketing and social media to avoid engaging in any unprofessional or unethical conduct.
Part II of this blog will delve further into digital marketing and social media uses and abuses. Rising Professionals Symposium speakers will address ethics rules restricting some forms of digital marketing and social media. Register today for the Rising Professionals Symposium at www.fedbar.org/rps18.
Stacy Slotnick, Esq. holds a J.D., cum laude, from Touro Law Center and a B.A., summa cum laude, from the University of Massachusetts Amherst. She performs a broad range of duties as an entertainment lawyer, including drafting and negotiating contracts; addressing and litigating trademark, copyright, patent, and other IP issues; and directing the strategy and implementation of public relations, blogging, and social media campaigns.