Heartwarming weekend reading. Love this piece on gratitude assembled by our Legal Marketing Association – LMA International DEI volunteer leaders. It’s a beautiful, inspiring read: https://lnkd.in/g_ju7GNm
Love your contributions here, David Ackert, Holly L. Barocio, Ashley Holloway Black, Terra Davis, Tahisha Fugate, Sebastian Gomez, Kevin Iredell, Rafeedah Keys, Tasneem K. Khokha, Ashraf Lakhani, Trish Desilets Lilley, Elissa Meno, David Meyer, Sonali Oberg, Ariel Rivera, Sarah Ryan , Deborah Scaringi, Danielle Smith, Linsey Tolman, Michelle Turner, and Calie Valore. Beautiful souls, beautiful messages all.
My contribution: “I’m grateful for so many things this year. The opportunities that have been placed before me, the friendships that have supported me, the hard work of the volunteers in our LMA family who consistently go above and beyond, our HQ support team who work long hours behind the scenes to make everything happen. But most of all, I am thankful for my husband. This is a big lift to ask of anyone and he has been incredibly supportive the entire year when work and volunteer activities have taken me away from him and our two rescue dogs. He has cheered me on, and has been so enthusiastic as I’ve done one wacky thing after another, and has consistently been in my corner. I am so very grateful for that.”
Saline’s Roy Sexton, the Director of Marketing at Clark Hill Law, has been recognized on the INvolve – The Inclusion People Outstanding LGBTQ+ Executives Role Model List for 2023.
The acknowledgment comes as a result of his contributions to the firm’s PRIDE affinity group, particularly in messaging and content creation. Sexton’s efforts have been integral in shaping the firm’s marketing strategies to embrace educational content through various channels such as video messages, social media, and panel discussions.
“Long ago and far away, I would have only dreamed to be acknowledged in this way … for who I am and what I’ve attempted to do in this life,” says Roy. “I still feel a bit like that sheltered only child growing up in a small town in Indiana, reading comic books and pretending I was Han Solo in the backyard. So, it’s nice to feel seen and hopefully model just a bit for others like me that we have value in this universe.”
Last year, Clark Hill’s marketing campaign, which Sexton played a key role in developing, received the 2022 Best Marketing Campaign award from the Managing Partners’ Forum in London, celebrating professional services organizations. The campaign was noted for its focus on values, diversity, and inclusion.
“I’ve been a Michigander now for nearly 25 years, and I’m incredibly grateful for this community, for my family and friends and colleagues, and, most of all, for my husband,” adds Roy. “They’ve all supported me as my authentic self and given me the grace and encouragement – and the wings – to help others.”
In addition to his role at Clark Hill, Sexton is serving as the 2023 international president of the Legal Marketing Association (LMA), which has a membership of 4,000. He has been part of the LMA leadership since 2021. Furthermore, he contributes to the arts and charity sectors, holding positions on the governance board committee of Mosaic Youth Theatre of Detroit and the marketing chair for the Ronald McDonald House Charities Ann Arbor.
Thank you, Gary Mitchell and Answering Legal! I really love the conversation we were able to have here about authenticity, brand (professional and personal), law firm positioning, random acts of #singing, sartorial splendor, community involvement, and #dogs on #linkedin. Love you, brother!
Episode 10 of The LawBiz Podcast™ With Gary Mitchell is now available!
Roy Sexton, the 2023 Legal Marketing Association International President and Director of Marketing at Clark Hill Law, joins the show to discuss creating the type of culture your clients are interested in, how lawyers should go about connecting with people and much more!
Shout outs to Legal Marketing Association – LMA International, Clark Hill Law, Mosaic Youth Theatre of Detroit, Ronald McDonald House Charities Ann Arbor, Jay Harrington, John Mola, Gabby Confer, Lori Mola Compagner, Adopt A Pet of Fenton, Michigan, Dale Ross, Megan McKeon, Susan Ahern, Athena Dion.
Deeply honored to be included in this international list of 2023 Top 100 LGBTQ+ Executives. Alongside David Furnish no less (!) and so many incredible, accomplished professional leaders and role models. (I always knew I was two degrees from Elton John!) Thank you, INvolve People, for naming me among these wonderful souls. And thank you to NewsPRos’ Jaime Baum and my Clark Hill colleague Leslie Smithson for their support and facilitation here.
Long ago and far away, I would have only dreamed to be acknowledged in this way … for who I am and what I’ve attempted to do in this life. I still feel a bit like that sheltered only child growing up in a small town in Indiana, reading comic books and pretending I was Han Solo in the backyard. So it’s nice to feel seen and hopefully model just a bit for others like me that we have value in this universe.
“Roy Sexton is the Director of Marketing at Clark Hill PLC. He has actively contributed to the firm’s PRIDE affinity group in terms of messaging and content creation. He has helped align the firm’s marketing efforts to support educational content, both within and outside the firm, via video messaging, social media, Q&As, panel discussions, outside speakers. Last year, their marketing campaign – including their values, diversity and inclusion messaging – was named 2022 Best Marketing Campaign from the London-based Managing Partners’ Forum for a professional services organization. Roy is the 2023 international president of the 4,000-member Legal Marketing Association – LMA International (LMA) and has been a leadership member since 2021. He also serves on the governance board committee of Mosaic Youth Theatre of Detroit and was marketing chair for Ronald McDonald House Charities Ann Arbor’s board.”
About the recognition: “The Outstanding LGBTQ+ Role Model Lists supported by YouTube showcase LGBTQ+ business leaders and allies who are breaking down barriers and creating more inclusive workplaces across the world. They aim to represent the wide range of impactful and innovative work being done for inclusion across different countries, organizations and sectors, and celebrate the diverse range of inspiring individuals who have made it their personal mission to make a difference.”
About the organization: “INvolve is a consultancy and global network driving diversity and inclusion in business. Through the delivery of advisory solutions, awareness workshops, talent development programmes, INvolve drives cultural change and create inclusive workplaces where all individuals can succeed. They publish annual role model lists recognising and celebrating business leaders and future leaders who are breaking down barriers at work and inspiring the next generation of diverse talent.”
This month’s message…is a video! For those who might have been suffering TL;DR* from my last few musings, have we got a treat for you!
A few weeks back, incoming 2024 International President Kevin Iredell and I sat down with our fab Interim CEO Ashley Stenger to record a discussion about LMA’s 2023, present and future.
For me, November is always a nice month of reflection, before the hustle and bustle of year-end and sundry holiday festivities overtake our already taxed brains and hearts. I hope you take a moment to enjoy this conversation.
NEXT STEPS: 1) Please WATCH THE LMA FIRESIDE CHAT VIDEO and then 2) join us for a LIVE Q&A on Wednesday, November 29 at 12:30 p.m. CT, which will serve as our Annual Meeting of the Members to answer your questions and for more insights into LMA’s exciting upcoming initiatives and plans. Register now.
I’m so grateful to have shared this time with these two brilliant souls. Ashley has such a wonderful sense of service, calm, and perspective on it all. And Kevin is just a dynamo – strategic, thoughtful, kind. I can’t wait to see all the amazing things they do together in 2024, alongside our International Board, Regions, Local Steering Committees, Shared Interest Groups, and other committees and volunteer leaders.
And I wouldn’t be me if I didn’t offer another playlist. This one is a pretty dramatic auditory shift from the thumpa-thumpa club cuts I usually compile. Again, with that spirit of reflection, these are all standards, show tunes and mellow classics that speak to my heart and put a smile on my face.
For those who might be gathering with families and friends later this month, I’m hoping this might be your soundtrack for reconnection and fellowship. Enjoy this “Stay Classy AmpiMix” on Apple Music and Spotify.
Love you!
Roy
Roy E. Sexton
President, 2023 LMA International Board of Directors
Director of Marketing, Clark Hill
*Too long; didn’t read
Register for the November 29, 12:30 p.m. CT, Fireside Chat Q&A/Annual Meeting of the Members.
Sneak peek … our LMA Southeast Region fam asked me to send a video (since I can’t be there in person) offering my thoughts on “harmony” … the beautiful Legal Marketing Association #LMASE23 conference theme.
Here’s my response. Rainbow sequins and all. And, yes, there’s a song. Have you MET me?! This time Harry Nilsson’s “Swee’pea’s Lullaby” from the 1980 movie musical Popeye.
I’m a genx fanboy … what can I say? But the lyrics seemed fitting.✨
Thank you – this is so very lovely, Prolawgue, and such a nice surprise with which to start the week. I am truly honored.
“In the ever-evolving realm of law, these dynamic strategists have transcended support roles to become driving forces of success. 🚀Meet the global directory of Legal Marketing and BD maestros who shape the future of legal practice with innovative campaigns. Discover how their expertise can elevate your firm, keeping you at the forefront of the legal market’s evolution. ⚖️”
“Roy Sexton, an accomplished marketing, communications, and strategic planning professional, brings over 25 years of experience to various sectors including consulting, healthcare, the legal industry, and college advancement. Roy’s fervor for addressing challenges, enhancing organizational culture, fostering business expansion, and contributing to long-term strategic initiatives has been a driving force throughout his career. His expertise spans diverse industries, showcasing his dedication to problem-solving and growth, making him a valuable asset in each professional endeavor.”
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.)
