Legal Technology Marketing Trends to Prioritize in 2015

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1 Legal Technology Marketing Trends to Prioritize in 2015 December 17, 2014 GET AN EDGE OVER YOUR COMPETITION

2 2015 Legal Tech Marketing Trends Introductions: Amy Juers Cindy Moen Five Hot Marketing Trends in Legal Technology Questions

3 2015 Legal Tech Marketing Trends Introductions: Amy Juers, Founder & CEO Cindy Moen, Senior Account Manager

4 2015 Legal Tech Marketing Trends Five Hot Marketing Trends in Legal Technology:

5 2015 Legal Tech Marketing Trends Five Hot Marketing Trends in Legal Technology: Mobile Content Blogging New practices Visual

6 Hot Trend One: Mobile

7 Hot Trend One: Mobile Mobile devices are a part of people s lives.

8 Hot Trend One: Mobile Mobile devices are a part of people s lives. Your mobile device is often the first thing you pick up in the morning and the last thing you put down at night.

9 Hot Trend One: Mobile Mobile devices are a part of people s lives. Your mobile device is often the first thing you pick up in the morning and the last thing you put down at night. Mobile devices are pervasive. According to the 2014 ABA Tech Survey, 91% of attorneys use a smartphone and 49% use a tablet.

10 Hot Trend One: Mobile What can a marketer do to keep up with the trend? Make sure your website is built with responsive design.

11 Hot Trend One: Mobile What can a marketer do to stay ahead of the trend? Make sure your content ( , website) can easily be read on a mobile device.

12 Hot Trend One: Mobile What can a marketer do to stay ahead of the trend? Make sure your content ( , website) can easily be read on a mobile device. Ensure clickable buttons are obvious and not too close together.

13 Hot Trend One: Mobile What can a marketer do to stay ahead of the trend? Make sure your content ( , website) can easily be read on a mobile device. Ensure clickable buttons are obvious and not too close together. Consider increasing your online ad spend to capture more mobile device users reach them when they re engaged.

14 Hot Trend One: Mobile What are the top 3 actions B2B mobile users want to take when they get to your site:

15 Hot Trend One: Mobile What are the top 3 actions B2B mobile users want to take when they get to your site: 1. Learn what your company does at a topline level.

16 Hot Trend One: Mobile What are the top 3 actions B2B mobile users want to take when they get to your site: 1. Learn what your company does at a topline level. 2. Get directions to your office.

17 Hot Trend One: Mobile What are the top 3 actions B2B mobile users want to take when they get to your site: 1. Learn what your company does at a topline level. 2. Get directions to your office. 3. Call you immediately.

18 Hot Trend One: Mobile What are the top 3 actions B2B mobile users want to take when they get to your site: 1. Learn what your company does at a topline level. 2. Get directions to your office. 3. Call you immediately. Edge Legal Marketing Recommends! Pull out your mobile device and try to perform these three tasks on your website. If you can t easily do these three things, you should consider adding mobile optimization to your 2015 marketing planning priorities.

19 Hot Trend Two: Content Marketing

20 Hot Trend Two: Content Marketing What is a content marketing strategy? A content marketing strategy is where you develop engaging content for your website on a regular, scheduled basis.

21 Hot Trend Two: Content Marketing What is engaging content?

22 Hot Trend Two: Content Marketing What is engaging content? Content that is targeted to the wants and needs of your buyers and influencers. In legal technology, people want to know more about problems their peers are having and what others are doing about it.

23 Hot Trend Two: Content Marketing Examples of engaging content may be: A webinar A case study An article A white paper A How to or Best Practices checklist A 90-second video

24 Hot Trend Two: Content Marketing Remember that content needs to be different for attorneys, legal IT professionals, and firm administrators.

25 Hot Trend Two: Content Marketing What do you mean by a regular, scheduled basis? Decide for yourself the cadence by which you want to develop new content. Daily? Weekly? Monthly? The rate depends on your resources and bandwidth.

26 Hot Trend Two: Content Marketing Create an editorial plan for your content. Stick to a schedule for posting. Use calendar reminders to help you stay on track for creating and posting content.

27 Hot Trend Three: Blogging

28 Hot Trend Three: Blogging Why Blog? Drive more traffic to your site. According to HubSpot, companies that blog see up to 55% more web traffic and 70% more leads. Develop your company s personality. Provide influence and thought leadership. Engage in conversations with your target audience through comments.

29 Hot Trend Three: Blogging How frequently should you blog? Pace depends on your bandwidth and resources. Pick a schedule and stick to it. Edge Legal Marketing Recommends! If the idea of regular blogging seems daunting, start small. Aim for one to two blog posts per week.

30 Hot Trend Three: Blogging What should I blog about? Client pain points. Answers to frequently asked questions. Repackage existing content such as case studies, articles, white papers, pricing sheets, etc. Address current hot topics in the industry. Guest blogs from clients or partners. Share community work. Company news. Announcements.

31 Hot Trend Three: Blogging Blogging best practices: Use keywords but naturally in headlines and body copy to increase SEO. Use subheads and bullets where possible to break up copy. Include social media share buttons. Add a call-to-action at the end when it makes sense. Include images.

32 Hot Trend Four: New practices for

33 Hot Trend Four: New practices for Subject line trends: Special characters are helping achieve greater open rates even in B2B.

34 Hot Trend Four: New practices for Subject line trends: Special characters are helping achieve greater open rates even in B2B. Try to find a character that ties into your brand.

35 Hot Trend Four: New practices for Subject line trends: Special characters are helping achieve greater open rates even in B2B. Try to find a character that ties into your brand. Not right for legal tech? Guess what:

36 Hot Trend Four: New practices for Subject line trends, continued: 6 10 word subject lines have highest open rates. Personalization (name, location) in subject line increases open rates further.

37 Hot Trend Four: New practices for s that are personalized in both the subject line AND in the body have better click-through rates.

38 Hot Trend Four: New practices for s that are personalized in both the subject line AND in the body have better click-through rates. Embedded videos bring higher click through rates and more sharing.

39 Hot Trend Four: New practices for s that are personalized in both the subject line AND in the body have better click-through rates. Embedded videos bring higher click through rates and more sharing. Images should support the copy. Make sure that if the images don't show up you can still understand the content.

40 Hot Trend Four: New practices for s that are personalized in both the subject line AND in the body have better click-through rates. Embedded videos bring higher click through rates and more sharing. Images should support the copy. Make sure that if the images don't show up you can still understand the content. should be optimized for mobile devices.

41 Hot Trend Four: New practices for Edge Legal Marketing Recommends! Test everything (subject line, personalization, length of content, type of visuals, time of day, day of week) to create your own best practices.

42 Hot Trend Five: Visual Marketing

43 Hot Trend Five: Visual Marketing This young attorney is so frustrated with his time and billing entry that instead of recreating his billable hours for the past week, he d rather eat his computer.

44 Hot Trend Five: Visual Marketing

45 Hot Trend Five: Visual Marketing Visuals are faster to understand and more relevant than text. Use real photos and videos of real things and people.

46 Hot Trend Five: Visual Marketing People like visuals. According to a Pew Research Study: 63% of social media is made up of images. 50% of all Internet users have reposted a photo or video they ve found online. 54% of Internet users have posted an original photo or video.

47 Hot Trend Five: Visual Marketing Content with images gets shared:

48 Hot Trend Five: Visual Marketing Content with images gets shared: Tweets with images receive 150% more retweets.

49 Hot Trend Five: Visual Marketing Content with images gets shared: Tweets with images receive 150% more retweets. with images have a 42% higher clickthrough rate than campaigns that don t. Posts on LinkedIn with images receive 98% more comments. Posts with videos on LinkedIn results in a 75% higher share rate. Great images on website = more people willing to share your content.

50 2015 Legal Tech Marketing Trends Mobile Content marketing Blogging New practices Visual marketing

51 QUESTIONS?

52 For more information about any of our services, please visit our website at or contact: Amy L. Juers, MBA Founder & CEO Edge Legal Marketing Phone:

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