At the the LMA Midwest Conference, Pitchly’s Director of Partnerships, Vik Nair, led a panel called, “You Bought It, Now What?” all about the next steps marketers need to take after they select technology.
“With such a strong lineup of thought leaders on the panel, incredible takeaways were inevitable, and Vik wanted to make sure that anyone who couldn’t attend didn’t miss out.”
Panelists:
Christy A. Tedesco, Senior Marketing Technology Manager at Sheppard Mullin
Roy E. Sexton, Director of Marketing at Clark Hill
Josh Anisfeld, Chief Digital Officer at Baretz+Brunelle
EXCERPT: “To ensure ongoing technology adoption, creative and consistent communication is key. The panelists recommended strategies such as success stories, statistics showcasing the software’s impact, interviews with super-users, and executive advocacy. These methods not only inform and educate staff but also inspire and motivate them to make the most of the technology.
“Roy E. Sexton emphasized the need for open and transparent communication to build trust and enthusiasm among the team.”
Thank you, Brad Kadrich and Corp! Magazine, for including my thoughts on the state of digital marketing in professional services. Thank you to Joel Epstein for placing this and to Thomas Franz for providing an extra set of eyes on this!
In an age where the digital realm reigns supreme, professional services have embraced an array of strategies to harness the power of digital marketing. These strategies, once considered novel, have now become essential for staying competitive in a fast-evolving landscape. The pandemic has shifted the landscape in how our clients express their desire for connection. The golf course, stadium box, and breakfast gathering *may* still have some place in our engagement strategies, but most want to spend their free/social time with their families now. And they expect us to meet them where they are. (Plus, clients are quite happy navigating StubHub on their own.)
Content Marketing: Elevating Thought Leadership
Content has become the cornerstone of successful digital marketing in the professional services sector. Gone are the days of mere promotional messages; clients now seek informative and valuable content that addresses their pain points. This is where content marketing steps in.
By producing in-depth case studies, insightful whitepapers, and regular blog posts, law firms position themselves as experts in their field. This not only fosters trust but also engages potential clients by addressing their legal concerns in an educational manner. Accounting firms, similarly, can provide tax planning guides, ensuring that their clients are well-informed and confident in their services.
Search Engine Optimization (SEO): Navigating the Digital Landscape
The digital world is a crowded marketplace, and standing out requires a solid understanding of search engine optimization (SEO). Professional services firms are utilizing SEO techniques to enhance their online visibility and attract relevant traffic.
Keyword research is a foundational aspect of SEO. For instance, most SEO platforms use AI to identify key phrases to optimize website content. At Clark Hill, we have seen these efforts move targeted pages into top ten search results. Furthermore, on-page optimization techniques, such as meta tags and structured data, play a pivotal role in improving a website’s search engine ranking. That said, in more B2B marketing, your clients are unlikely to pick you at random from a blind search result. They may look at those results for validation if, say, you claim to be a tech proficient organization, but they are more likely to choose you based on the helpfulness of your thought leadership and your social media engagement.
Social Media Marketing: Building Relationships
Social media platforms are powerful tools for professional services firms to build brand presence and engage with their target audiences. LinkedIn, in particular, serves as a virtual networking event for professionals across various industries. It is a social mixer that is running 24/7, and, on scale, allows you to monitor and most importantly interact with your clients and prospects asynchronously in ways convenient to you both.
It is called “social” media for a reason. Do not just go “on blast” trumpeting your own successes. Rather, engage, celebrate, and share the content of those with whom you are developing relationships. George Orwell, Andy Warhol, and Kurt Vonnegut all predicted this present moment – for better or worse. We are a people who share to be seen, so truly see others. I guarantee that the more you engage with your prospects on social in authentic (not salesy) ways, the more likely they will take you up on that offer for dinner, coffee, or a round of golf (or pickle ball!).
Imagine an accounting firm using LinkedIn to share industry insights and articles about tax regulations. This establishes their credibility and positions them as a valuable resource in the financial world. Furthermore, by creating tailored content for specific audiences, such as business owners seeking financial advice, firms can drive engagement and foster connections. And, while LinkedIn is where you likely should spend the bulk of your time, a presence on Instagram or Facebook or Threads can nicely supplement your reach and your SEO. Yes, Facebook is for “friends and family,” but they have jobs and business and service needs too!
Digital Advertising: Targeted Outreach
In the vast expanse of the internet, precision matters. Digital advertising allows professional services firms to reach their desired audience with pinpoint accuracy. Platforms like Google Ads, LinkedIn sponsorship, and account-based-marketing (e.g., digital ads on various media platforms) enable firms to create targeted ads, some that appear when specific keywords are searched and others that are pushed out to pre-identified profiles.
For instance, a law firm specializing in intellectual property might bid on keywords like “patent attorney.” When someone searches for such terms, the firm’s ad appears at the top of the search results, increasing the likelihood of attracting potential clients seeking their expertise. Effective ad copy and well-designed landing pages further enhance the success of these campaigns.
If entering this world, yes, some of this work can be handled in-house, but you may want to consider enlisting an agency, at least at first, to help you navigate these waters. Much like traditional media, working with an agency to help you refine your message, creative execution, and placement can help ensure better results. This can also help develop your in-house team on tips and tricks they might not already have at their disposal, eventually creating less dependency on an agency.
Challenges in Digital Marketing for Professional Services
As professional services firms embrace digital marketing, they encounter a unique set of challenges that require strategic navigation.
Professional services, such as legal and financial sectors, often operate under strict regulations. This can pose a challenge when crafting digital marketing content, as maintaining compliance while conveying expertise is crucial. Firms must strike a balance between showcasing their knowledge and adhering to industry regulations, ensuring their messaging remains accurate and trustworthy. Please be sure to connect with any regulatory bodies, professional associations, and your organization’s general counsel to make sure you are in keeping with ethical guidelines.
Establishing trust in the digital realm can be a daunting task. Clients seek assurance that their chosen professional services firm is reliable and competent. Beyond showcasing credentials, firms must leverage their digital presence to communicate their values, mission, and successful track record. This might involve sharing client testimonials, case studies, and success stories that resonate with potential clients.
At Clark Hill, we relaunched our brand in 2021 with the tagline “Simply Smarter.” There is a sophisticated look and feel to the brand (if we do say so ourselves!) but we wanted to supplement that with the authenticity storytelling brings. Throughout the launch and following, we have leveraged our firm values and the faces and voices of our colleagues to engage clients, prospects, and talent. Your brand is as much about attracting and retaining your talent as it is growing your client base, so be sure to reflect who you are in all of your external messaging.
Professional services often cater to specific industries or niches. Effectively targeting these niche audiences can be challenging in the vast digital landscape. However, digital marketing strategies allow firms to focus their efforts precisely where they matter most. For example, a consulting agency specializing in the technology sector can create content tailored to the unique challenges faced by tech companies, resonating with decision-makers in that industry.
Measuring the return on investment (ROI) of digital marketing efforts can be intricate. Unlike tangible products, professional services’ value is often intangible and based on expertise. Tracking the impact of digital marketing campaigns in terms of lead generation, client acquisition, and revenue can require sophisticated analytics tools. However, understanding these metrics is essential to refine strategies and allocate resources effectively.
If you have a CRM, that will help you connect the dots between marketing communications, business development, and client decision making. Even if you don’t have such a system in place, use leading measures like web hits, social media reach and engagement, open rates to articulate the impact your work is having. If you can employ a data visualization tool like Power BI to create data dashboards, all the better. Share this internally, along with links to key messages. Again, your internal audience is an extension of the marketing team, and their awareness is key to your success.
Emerging Trends in Professional Services Digital Marketing
The landscape of professional services digital marketing continues to evolve, with several emerging trends shaping its future.
Artificial intelligence and automation are revolutionizing marketing processes. Chatbots can provide instant responses to client inquiries, enhancing user experience. Additionally, AI-driven analytics offer deeper insights into consumer behavior, enabling firms to tailor their strategies more effectively.
Video content is gaining prominence as a highly engaging format. Professional services firms are using video to introduce their team, explain complex concepts, and showcase their workplace culture. This personal touch humanizes the firm and creates a stronger connection with potential clients.
For our brand launch at Clark Hill, we developed a video campaign, telling the Clark Hill story through the faces and voices of our people. We had a long-form video (about 4 minutes) and shorter snippets that we deployed on social media and through digital advertising. The first year of our brand launch our videos had 500,000 views. In the second year, we started featuring our industry teams, and those videos had 750,000 views. Additionally, in that first year, our social media channels reached 9 million and in the second year 12 million, with a 69% increase in engagement. We can only surmise that the addition of video was a big draw, on top of the thought leadership content our attorneys carefully crafted.
Personalization is no longer optional; it’s expected. Firms are leveraging data to craft personalized marketing messages and experiences. Email campaigns that address specific pain points or industry challenges resonate more with recipients, leading to higher engagement rates.
The rise of voice-activated devices is changing the way people search for information. Professional services firms are adapting their digital strategies to accommodate voice search queries, focusing on natural language and conversational content.
Best Practices for an Effective Digital Marketing Strategy
To navigate the dynamic world of digital marketing successfully, professional services firms should follow these best practices:
Define specific goals, whether it’s increasing lead generation, expanding brand awareness, or improving client retention. Clear objectives guide your strategies and provide a measurable framework for success.
Clients go through distinct stages before making a decision. Create content that caters to each stage, from awareness and consideration to decision-making, ensuring you’re addressing their needs effectively.
Data-driven decisions yield better results. Regularly analyze metrics such as website traffic, engagement rates, and conversion rates to understand what’s working and what needs adjustment.
The digital landscape is ever-changing. Stay updated with industry trends, algorithm updates, and new technologies. Adapt your strategies accordingly to maintain a competitive edge.
Future Outlook of Professional Services Digital Marketing
As we look ahead, the role of digital marketing in professional services is poised to expand even further. The rapid evolution of technology, coupled with changing consumer behavior, will drive innovation in strategies and tools. Firms that embrace agility and stay committed to providing value through their digital channels will undoubtedly thrive in this dynamic environment.
Digital marketing has transformed the way professional services firms connect with their audience. From content marketing to SEO, social media engagement to digital advertising campaigns, these strategies are redefining how expertise is showcased and services are offered. Despite challenges, firms that master the art of digital marketing will not only survive but also excel in an increasingly digital world.
(And, yes, true confessional: I used AI to help me craft this article, shaping the outline and refining the piece for persuasiveness and conciseness. Boom! Thank you, R2-D2, Hal, and Robbie the Robot for your trailblazing.)
Our Legal Marketing Association – LMA International board met this week. My last in-person meeting as president. I told them all this, and I will repeat it here. This will truly be the honor of my professional life. It has been such a gift to serve alongside such a dedicated, creative, fun, thoughtful group of human beings.
It was truly affirming to see how aligned we are in working toward the continued growth and evolution of this organization and community that we all love very much. The October meeting is always a transitional one, as we welcome our incoming board members to listen in on the conversations in which they will soon take active part. It’s a really wonderful group. And I will be also sad to see some exceptional voices roll off the board as is the natural way of these things.
Our incoming 2024 president Kevin Iredell did a fabulous job laying out his vision and approach for next year – and we alongside 2022 prez Brenda Plowman gave our 2025 president John Byrne his commemorative prez cap. #40! I don’t think he’s much of a baseball cap kind of guy, but it was nonetheless a great honor to be able to hand this ceremonial object to such a good, longtime friend, who cares so much about our profession.
In addition, these pandemic years kind of derailed much opportunity for us to bond beyond meeting times and the occasional dinner or conference. Being fiscally responsible, we did squeak in a group Chicago architectural boat tour. It turned out to be such a glorious sunny fall day in Chicago and we had a delightful time learning about the rich history of this city.
And, yes, my 1997 gogo boy, club kid pleather Ricky Martin pants emerged from the back of my closet for our board dinner. My colleagues might wish those pants would go back in that closet never to be seen again. But I felt quite chic.
And finally the board gave me the most heartwarming present. Back in April at the #LMA23 annual conference, they collected sand from the beach and objects from the event that reminded them of me and of our work together. The items are all held in a beautifully engraved apothecary jar, which will be proudly displayed in my home, alongside “Bed Bugs Bunny.” (Thank you for the perfect name, Laura Gassner Otting!) Some of you might recall that I rescued a wet, muddy, stuffed rabbit that I found on the sidewalk in Florida before the event.
These amazing folks know me well. And I love them.
P.S. I rewarded myself with a martini, blue cheese olives, and french fries. I’m such a nerd.
P.P.S. And then ANOTHER martini and mac and cheese with my boo at Seva Restaurant, Ann Arbor. 😅🍸
My Legal Marketing Association pals Sarah Minjoe and Amy Trevino absolutely made my day with this arrival a few weeks back! At our #LMASW23 conference they had included me in a presentation that also referenced Ted Lasso. Fine company in which to be!
They mailed me some of the materials, as I was not able to attend, and included this beautiful letter. Their kindness means the world and their contributions to our community are joyous and profound.
In return, I framed all of this, placed it all on my office wall (which dangerously is starting to resemble the decor of a Ruby Tuesday restaurant), and sent a photo along with this note: “I told you I’d frame these! You are now proudly alongside the boys of 98 Degrees in my Detroit Clark Hill office!”
WHICH … in turn, prompted them to ask: 98 Degrees?! And I replied …
As for how this 98 Degrees thing came to be, it’s a long and sordid story. Not that you need to read these posts but somewhat captured over years on my blog:
In short, my hubby is CRAZY for them – I was always like, “meh.” (I was more of a 90s diva gay – Madonna, Janet, Whitney, etc.) That said, I took my hubby to see them in 2000 at the height of their … fame. My husband, who is a gentle soul, was embarrassed that we were the only dudes and the only people over 12 in attendance, so we left after one song.
Years later, I took him for his birthday to a NKOTB/BoyzIIMen/98 Degrees package tour and paid a ridiculous amount for a meet and greet. John was less embarrassed this time. Everyone was … older. And gayer.
Interestingly, in a twist on inclusion, our VIP package included two … women’s t-shirts. Nick Lachey seemed particularly befuddled there were boys in the VIP line to meet them. Jeff Timmons (who we’d met a year or two prior at a Ferndale Pride event) couldn’t have been lovelier.
And then, a few years later (tracking against where their popularity now is), they were playing the Motor City Casino. We saw them twice in two successive years. I sprung for the VIP meet and greets again. John is now at this point giddy to meet them. They “get” that their audience is far more diverse. I suspect Jeff helped with that. Drew is also lovely. And they couldn’t have been kinder the last few times we saw them. Genuinely appreciative.
I mean, they are all basically my age. I think it helps that I’m just like “hey guys, good to see you again” (while my hubby melts). And looking at these pictures you’ll see how comical that is.
Jeff and I now have a light twitter friendship – for lack of any better term. I’m not saying there’s a strong connection, but he’s savvy enough to respond on twitter and insta and is always very gracious. And I in turn comment and share his content sometimes.
So … that’s how this happened. Welcome to my very weird world.
Nostalgia. You reach this point in life and it comes over you in unexpected waves. A week or so ago I was reminiscing with my husband about the first new car I remember my parents buying. Up until that point, they had a series of hand me downs.
But in 1984 I was so proud of myself that I called their attention to what was inexplicably Motortrend’s car of the year: the Renault Alliance.
It was affordable, rather exotic/chic/cute (for its moment), and my mother thought it looked like a MilkyWay candy bar. We had it in burgundy, and I can still remember the clean, warm, plastic-y smell it had inside.
It was the car on which I learned to drive, with which I got my driver’s license, and that I was very rarely occasionally allowed to drive around in high school when I wanted to seem … cool? Anyway, John and I found this model on eBay and of course I had to buy it.
Wendy Melton of Life on the Edge Media found these family items in an auction a few weeks back, and she was kind enough to reach out to me to see if I would like them. Of course, I said yes. What a treasure trove.
But what really strikes me is the letter I found that my grandfather wrote to his three daughters. It’s a long read, but I think you will enjoy it. I also see so much wisdom in this and find his way of expressing himself circuitously charming. And I also now completely see where I get my tendency to speak in parentheticals!
I also seem to recall legend of this letter that when it was sent, it was not particularly well received. 😅 And this might explain why it ended up in an auction. 😂
I don’t know that I ever actually read it nor saw it.
That said, at this point in my life, and with all the difficult moments we all are processing, and with what I have personally learned as Legal Marketing Association – LMA International prez this year, the letter really hits home. So sharing if also somehow helpful to you all.
Legal Marketing Association president Roy Sexton said law firms’ marketing staff often are filled by specialists who are trained in marketing or business development.
Sexton spoke after a Daily Report article on Monday detailed that some law firms are using legal assistants and paralegals to fill gaps in their marketing and business development operations.
The article attracted social media commentary, including those who asserted that law firm staff members are not fungible, particularly in light of the specialized education, training and experience so many possess.
Indeed, Sexton said marketing staff at law firms typically take on tasks that require specialized training and experience, such as in areas of digital marketing or calculation of capacity utilization, similar to law firms’ lawyers often specializing in specific practice areas. …
Sexton said a traditional law firm marketing task — event planning — now requires the marketing staffer to have enough knowledge of practice areas and the legal industry so the event can be targeted to a specific audience.
On the other hand, paralegals and legal assistants specialize in areas for law firms that Sexton said he would not be proficient in.
“I wouldn’t want to be a paralegal,” said Sexton, who is marketing director for the Detroit firm Clark Hill. “We have specialization for a reason.” …
Sexton said Arnall Golden Gregory chief marketing officer Lisa Vicine’s use of non-marketing staff to assist in some areas reflects that need.
“What is a crucial skill for marketing leaders is also to consider what resources and capacity they have available to them in their firms,” Sexton said. “What Lisa has done is an accretive use of the talent available. It’s also a great way to help develop future talent when you understand somebody has an interest in this.”
Public statements. I know for many of us that is our stock in trade as marketers. But with what feels like a never-ending stream of global, regional, local tragedies, the cascade of public statements starts to feel like a performative cycle.
If you are silent, if you respond too soon, if you respond too late, if you don’t thread the needle of compassion with enough specificity or too much vagueness, or if it seems too innocuous…you upset someone.
I’m told words matter. I believe actions when no one is looking matter more. And with so much heartache in the world, corporate statements from on high become some kind of ephemeral game, arguably helping no one in real life.
When you are in a leadership role, you feel this pressure even more acutely. And for those of us who are deeply empathetic and sensitive, it can become paralyzing.
What do I feel in this present moment? Absolute heartache. The images of innocent people trying to live their daily lives being ripped apart, physically and emotionally are horrifying beyond belief. I am bereft to be honest.
I could make a statement affirming that I abhor violence and terrorism. That would be absolutely true. But in this moment where personally my heart is at sea, I ask myself what good would my words do? Add some momentary comfort? Possibly.
What do I also know about public statements? Most of them go unread. After so much heartache and handwringing goes into creating them. And those that are read, never resonate in the way they are intended.
What do I know that matters? That you reach out to individuals in your life, people you know who are hurting, who are scared, who want to know they aren’t alone. My mother said tell people what they mean to you in the moment when it will mean something to them. Those words couldn’t ring truer for me right now. That’s what we all need to do.
The pressures you are all already under in your daily lives to do the good work you do, to take care of yourselves and your families, and to take care of each other, is daunting enough. But to then witness an hourly barrage of images that have us question our own humanity is too much to bear.
So, what can you do? Reach out to a friend, tell them you love them, share your feelings with them, donate to humanitarian organizations that are doing the impossible work of knitting lives back together… and most of all be kind.
Some of you will be happy with this note, some of you will be upset, some may seek commiseration online, some of you won’t read this at all. That is the nature of public statements. Public actions? Those matter.
“A Quiet Thing” by Kander and Ebb, from a musical called “Flora the Red Menace” (Liza Minnelli’s Broadway debut), is a song that has been special to me for 25 years. My mom loved it, and I sang it in my very first one-man cabaret show at Wabash College. LOOOOONG ago. Think “Just Jack!” with fewer production values.
This was captured at our recent LMA Midwest Region Conference – #LMAMW23 – by co-chair Joanna Beckett. I’m so grateful to have this clip. I know it’s a bit unusual to offer opening remarks that include a show tune at a business meeting … but have you met me? This is a song that always resonates with me in moments of reflection. I’ve just got a few months left in my Legal Marketing Association – LMA International presidency, so I’m a bit in my feels … as the kids say.
As I noted right before I broke into song in broad daylight, I never had voice lessons. I didn’t sing in high school choir. But when I was in college, I suddenly found myself craving all the music my parents Don and Susie Sexton listened to when I was growing up: Barbra Streisand, Sammy Davis, Lena Horne, Doris Day. And I would go to the Walmart or Target in Crawfordsville, Indiana (we only had two stores … lol) and grab any CDs I could find. Columbia House helped too! I may still owe them for some of those discs, come to think of it. And I’d pop the shiny objects into my Discman that plugged into a tape deck in my swanky 1986 Buick Century and sing WAY out loud as I drove. Those artists “taught” me how to sing.
A few years later, I was cast as one of the leads in The Fantasticks. My mother, who DID have formal vocal training, told me years later that she was terrified over what was about to unfold. She said that once I opened my mouth and let out a warble, she knew I was going to be ok.
And I think I love singing for the very reason that it’s always been mine. No one forcing rules or expectations on me. Just doing it the way that feels natural to me. It refills my well and brings me joy. Not sure if it does the same for the audience, but that doesn’t stop me. Everyone needs something like that in their lives.
So thank you to LMA Midwest Region President Jennifer Gessner Shankleton for letting me share the stage with her this week and to co-chairs Lexie Blaner and Joanna for the EXCEPTIONAL work on this sold out event. It meant a lot to come full circle to the region where I started my LMA life for my last public appearance as the international president. As I joked from the stage, I think I’ve only made about 3.5 public appearances in this role as I mostly just want to stay in my basement!
Reel Roy Reviews 