Patricia A. Yevics Director, Law Office Management Assistance Maryland State Bar Association.

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1 Patricia A. Yevics Director, Law Office Management Assistance Maryland State Bar Association

2 Basic Practice Building Starting Points Worth Reviewing You are always marketing/developing business/creating opportunities Building your practice is not an overnight process You must fully commit to the task of building your practice Technology does not change the basics /rules All activities, whether traditional or new, are related and build upon themselves Law is a personal relationship business It is still all about Service, Service, Service

3 What are your current marketing efforts? Networking? Associations? Websites/Blogs? Speaking? Writing? Newsletters Electronic or? What marketing efforts?

4 What is Social Media? Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks (Wikipedia) Social Media is the future of communication, a countless array of internet based tools and platforms that increase and enhance the sharing of information ( Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. (

5 What IS Social Media Marketing Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. ( SMM ) Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. (

6 Why do you think you need social media marketing? You are not getting enough clients. Someone told you that social media is important. You have no other marketing activities That is where the people are

7 MUST START WITH A PLAN MUST be a written plan Should be simple and easy to follow Planning process will: Start by asking questions Identify specific and realistic goals/outcomes for a period of time Help you use technology properly Create a calendar Help you budget your time and resources realistically Help you monitor progress and effectiveness Follow up and consistency is critical to success You must be enthusiastic about your plan

8 with Social Media Start simple Use for branding Consider what your brand is Choose which social media outlet you are going to use for marketing Best practices Create rules Set aside time Do not allow to be overwhelmed

9 Build relationships with potential clients Identify and connect with potential referral sources Create a community of like-minded professionals Build relationships with the media. Spread your content and prove you re a thought leader Nurture relationships with existing clients Promote you and your practice via articles and press releases

10 LinkedIn s Three Building Blocks Profiles Connections Participation

11 LinkedIn Profile as a Marketing Tool Online ambassador Way to have clients, referral sources, potential clients find you With LinkedIn Profile, MORE is better Improve online visibility More visible within LinkedIn Manage your reputation and professional brand

12 STEP 1: Get a LinkedIn Account Start with Free Basic Account Can consider premium account only if you learn to use it effectively $59.99 month or $ year Can contact anyone on LinkedIn not just your connections Better search features See who has viewed your profile in the past 90 days Get more profile info on people

13 Creating a Good and Complete LinkedIn Profile

14 A Picture is Worth a 1000 Words (or referrals or clients)

15 Have a Good Headline One line description that accompanies your name Search engines index this field Include title, practice area, industry Use all space allowed 120 characters Use lawyer or attorney in description

16 Customize Profile link NOT - INSTEAD

17 Write a great summary

18 Summary

19 Highlighting your website

20 Work Experience

21 Volunteer Experience

22 Where d You Go to School

23 Say something nice

24 You Complete Me! You get a 100% complete from LinkedIn when it contains: Your current position Two past positions Your education Your Profile summary Your Profile photo Your specialties (Remember no specialties in MD) At least 3 Recommendations

25 Bullet points Tips for better profiles Utilize keywords in your content Will depend on practice area Write for your client/potential client Be interesting Be descriptive about what you do Put most relevant information in prominent position LinkedIn in One Hours for Lawyers, Dennis Kennedy and Allison Shields

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27 6 Degrees of Separation: Building Connections LinkedIn only allows people to connect if both allow it Create a connection rule or principle for growing your network Quality v quantity Local v National Only connect with people you would be comfortable introducing to your other connections Can start by looking at your Outlook Contacts or firm practice management software

28 How to Start Making Connections Mining Your Contacts Automated Connecting with Colleagues and Former Colleagues Connecting with Alumni

29 Automatic is quickest

30 Compares your contacts with LinkedIn s database and offers to make connections You can have it sent to ALL your Connections or you can decide which people to invite

31 All your contacts with LinkedIn accounts have the logo with a checked box. You can also invite those without LinkedIn accounts to join

32 Once you decide, the invites are sent

33 You will then get an and people will either agree to join or not.

34 Adding Colleagues

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36 Connect with more people

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38 Where d You Go To School?

39 Many Groups to join for a variety of interests Search on Groups, Companies, Pulse, Education

40 Where do you work? Did a search for Frederick Lawyers but with DC/Baltimore Locations Can Limit to Law Practice Only three pages of names and NONE from Frederick This is an opportunity

41 Got More Questions? Pat Yevics