Thank you, Emily Neal 👩🏻💻 and DSMN8 – The Employee Advocacy Platform, for including my thoughts here.
“For Roy Sexton, this authenticity comes down to empathy and intention: ‘Authenticity is one of those words that gets thrown around a lot these days, often by people who don’t exemplify it. But what this report shows us is that people who engage on these platforms from a genuine place of empathy and intellectual curiosity make a huge difference in brand building. Organizations would be wise to embrace these techniques and tools to leverage genuine voices across their communities.’”
Roop Raj 💕 – thank you for the gracious shout out at the 4:29 mark, but more importantly thank you for your candor – that’s the leadership we all need. Compassionate, pragmatic, empathetic, calming. Grateful for your message.
Greatly appreciate the opportunity to share what I’ve learned about digital and social media marketing and about building dynamic communities. You are both such wonderful souls – your kindness means the world to me. Thank you for all you are doing to shine a light on these essential connection techniques ✨
Our latest podcast episode features the incredible Roy Sexton. During his tenure at Clark Hill, he spearheaded the company’s highly successful employee advocacy program.
In this episode, Roy shares:
↪ How to navigate employee advocacy in legal marketing. ↪ The importance of engagement metrics and audience growth. ↪ Strategies for scaling programs and fostering a sense of community among employees.
Sneak Peek: Roy’s candid reflections on managing cultural shifts and his advice for marketers dealing with leadership constraints are unmissable gems! 💎
Listen in to learn from someone who has not only transformed a brand’s visibility but also inspired authentic engagement at every level (in one of the toughest industries to do so!)
Now, as the CMO at the Vedder Price law firm, Roy’s influence will no doubt continue to shape how law firms approach advocacy in regulated industries.
Wishing you all the success in your new role, Roy! They’re lucky to have you.
I had a lot of fun recording this one with Lewis Gray ⚡️.
Before Christmas, Lewis and I sat down with Roy Sexton to chat about all things employee advocacy in the Legal sector.
I’ve worked with many organizations in regulated industries that have launched employee advocacy programs, but Roy’s leadership in legal marketing is reshaping how firms should approach this strategy.
During his time at Clark Hill, Roy built a successful advocacy program that empowered employees to grow their own personal brands while amplifying the firm’s message.
In the episode, we discussed:
Strategies for managing advocacy in regulated industries.
Key metrics to measure success beyond basic engagement.
The role of leadership in fostering a culture of participation and trust.
Roy also shares his experience navigating the challenges of scaling advocacy efforts while maintaining authenticity and empowering employees to take ownership of their contributions.
After all, it will vary depending on the organization’s goals.
Roy Sexton, now CMO of Vedder Price, has a fresh perspective on employee advocacy success, which he was kind enough to share on our latest podcast episode.
Roy, then Director of Marketing at Clark Hill Law, spearheaded employee advocacy in a traditionally regulated industry, fostering a culture where lawyers confidently shared their expertise online.
Roy’s take on success really resonated with me:
“When you see the organization just doing it – when it’s in their bones, their DNA – and lawyers are comfortable expressing themselves authentically, that’s real advocacy success.”
As Roy prepares to embark on his new role as Chief Marketing Officer at Vedder Price, we’re really grateful he took the time to share his invaluable expertise.
Hear how he transformed social media engagement into a cultural movement, making advocacy second nature at Clark Hill. Available to watch/listen in all the usual places! https://lnkd.in/eAbkyM3e
Let’s wish Roy all the best as he steps into his next chapter at Vedder Price 👏
One of the most enjoyable conversations I’ve had about advocacy since joining this space was with Roy!
Roy’s perspective challenges how many of us define success in advocacy:
🗣️ “You know you’ve succeeded when advocacy becomes second nature. Employees feel comfortable sharing their voices, and it’s just in their DNA now. To me, that’s success.”
Our team was lucky enough to have Roy on the podcast recently. If you’re interested in learning how Roy’s made advocacy second nature, give it a listen.
What does employee advocacy success really look like? 👀
It’s different for every company, but for Roy Sexton, it’s not ALL about the numbers.
It’s about creating a culture 🤝
Joining Lewis Gray ⚡️ and Elliot Elsley for a podcast episode, Vedder Price’s new CMO shared a story about how his team’s advocacy efforts at Clark Hill Law sparked something bigger.
“You know you’ve succeeded when advocacy becomes second nature. Employees feel comfortable sharing their voices, and it’s just in their DNA now. To me, that’s success.” 👏
This episode is packed with actionable advice for those working in marketing for the legal sector (or any regulated industry).
If you’re aiming to build an advocacy program that empowers employees to show up authentically, this is a great opportunity to learn from someone who’s done exactly that!
In this episode, Lewis Gray and Elliot Elsley sit down with Roy Sexton, former Director of Marketing at Clark Hill, to uncover how the firm successfully set up, launched, scaled, and managed an employee advocacy program in a highly regulated industry.
Roy shares his journey, from overcoming early challenges to implementing strategies that turned employees into brand ambassadors. Whether you’re just starting or looking to scale your employee advocacy program, this episode is packed with actionable insights.
Roy highlights the importance of internal training, awareness-building, and creative ways to keep employees engaged and consistently share content. The conversation also dives into the personal benefits employees have gained, how Roy measures ROI, and how this impacts Clark Hill.
Key Takeaways:
Scaling Employee Advocacy with Authenticity
One key insight from this episode is the importance of authenticity in scaling employee advocacy. Roy emphasizes that organizations thrive when employees share their genuine experiences, thoughts, and insights rather than scripted or overly corporate messages. This authenticity creates trust, not just with the external audience but also internally within the team.
Roy shares how empowering employees to voice their own stories can humanize the brand, making it relatable and credible. He discusses how this approach can inspire other employees to participate and amplify the message, ultimately driving organic growth for employee advocacy.
Navigating Social Media in Regulated Industries
For organizations in regulated industries, social media can feel like a minefield. Roy sheds light on navigating these challenges by balancing compliance with creativity. Lewis and Elliot also highlight that education is key for equipping employees with clear guidelines and frameworks that help them feel confident about what they can share without overstepping boundaries.
This episode highlights the importance of collaboration between marketing, legal, and compliance teams to develop content that resonates while staying within the rules. This collaboration ensures employees can contribute to advocacy programs without fear, even in highly regulated environments.
Measuring the Impact of Advocacy Efforts
A key takeaway all hosts discuss is the importance of measurement in scaling employee advocacy. Roy discusses how organizations can set clear KPIs to evaluate the effectiveness of their initiatives, such as engagement rates, content shares, and even lead generation.
By regularly analyzing these metrics, teams can identify what works and refine their strategies. Roy also highlights the value of engaging employees to share their experiences and suggestions, ensuring that the program evolves to benefit everyone involved.
Thank you, The Professionals: Inside Professional Services Marketing magazine, for this feature and shout out.
EXCERPT: “AI is certainly not a new phenomenon, and many firms and individuals within professional services firms are experimenting and even using it to save time. However, for many firms, its full potential to deliver and enhance their business development and marketing efforts has so far not been successfully tapped. To assist with this, a leading professional services BD and marketing agency, The BD Ladder, has released a thought leadership eBook, The Impact of AI on Business Development & Marketing in Professional Services, which features eight articles from leading independent BD and marketing consultants and practitioners within the professional services. …
“In comparison to this Roy Sexton’s article offers a contrary view on the widespread rush to adopt AI. He emphasizes the importance of thoughtful, strategic adoption of AI rather than chasing trends. Sexton warns against superficial compliance and advocates for a deeper understanding of AI’s potential and limitations.”
Are the kids all right? Are we too concerned with trend-chasing as opposed to delivering real value? Find out my thoughts on marketing, BD and AI in my article in The BD Ladder’slatest eBook.
Download your copy today and read the thoughts and opinions of industry leaders including Ben Chiriboga, Lynn Tellefsen Stehle, Ben Trott, David MacDonald, Megan Senese, Jennifer Ramsey, Richard W Smith, Michelle Howard, and Paul Roberts.
Thank you to Ben Paul and Lucy King who invited me to take part.
The kids are NOT all right … one marketer’s (cheeky) thoughts on trend-chasing and real value
By Roy Sexton, Director of Marketing at Clark Hill and Immediate Past International President of the Legal Marketing Association
I suppose I’ve become more of a contrarian as I’ve progressed through my career. I love new ideas, change, and growth, but sometimes my Spidey-sense goes off when I feel like too many people are all rushing off after the same shiny object and I don’t perceive a great depth of thinking in their discourse. Now I’m not saying that’s the case with AI right now.
I’m implying that’s the case with AI right now.
Why do I say this? Well, for one, we’ve all been living with AI in one form another already for 20+ years. It’s baked into just about every cell phone and home media device, ubiquitously scattered across the land. It’s part of all major software applications. It’s part of every shopping recommendation we receive – and heaven knows AI-shopping suggestions sustained my spirit during the pandemic!
But in 2023 it suddenly captured the zeitgeist and, at least in my chosen profession of marketing, it seemed as if everyone feared they didn’t sound “smart” if they didn’t jump into the fray. For a while, it seemed all slapped the sentence “AI won’t take your job, but people who know AI will” into every piece of thought leadership, whether pertinent or not.
It’s AI o’clock … do you know where your children are?
Now, don’t get me wrong. I’m as enamored of AI-prompts and AI-streamlined tasks as anybody. As a glimmer into my psychology: I remember I fought voice-to-text for years, until my poor thumb screamed “give me a break with all the texting!” And now I haven’t typed anything on my phone for the better part of a decade (I think). I also am not sure I’ve proofread any of my texts in the better part of a decade either come to think of it.
And I guess that’s a bit of my concern. There’s a meme I share on social media every time I see it, and much like Yogi Berra I’m sure I will mangle its verbiage. It’s something to the effect of … “Hey, rather than have AI replace all the artists and screenwriters, let’s have it clean up the oceans.” That speaks to me. I will sound like a tin-foil hat wearing conspiracist but did the accountants get together with IT and say, “You know what … we both hate writing. Can we work on something to replace THAT?” I know AI does SO much more, but this is what hits close to home for me. Truth be told, writers are generally paid a pittance anyway, and I’m not totally convinced that what comes from AI prompts is as compelling as what comes from the human mind and heart. Plus, if the robots are doing all the writing and the responding, who’s doing the reading? Asking for a friend. Isn’t the point of marketing copy to connect with fellow humans and influence their purchasing decisions? At least that’s what I always thought.
What does appeal to me is the idea of AI clearing the decks of tasks that are not value-add and replacing with ones that generate market insight, while expanding the reach of the human minds in the room. I do believe in my bones we are at an incredible tipping point where data is concerned; AI rapidly scouring all the interwebs to inform our creative decisions, to target the right clients and customers just-in-time, and to close the deal will create greater efficiency and outcomes. This will also empower the creatives to do their work, to not have to fight their internal clients endlessly (that’s honestly where all the marketing waste is), and to focus on what they do best: innovate and connect.
I caution us as professionals to not lose ourselves in a sea of buzzwords and trends. For the past decade, every conference season, I slog through a million panel discussions where everyone hyperventilates over the next big “disruption.” Shall I rattle off a few? Big data. Internet of things. Blockchain. NFTs. Um … Clubhouse. I could go on.
What I am interested in is how we can already leverage what we have been using unknowingly for ages, not to downsize teams or confuse an already broad generational contingent even further, but rather to quickly craft holistic solutions that empower creators and consumers alike to connect over what they really need.
We’ve already seen the speed with which digital solutions can disrupt (negatively) real life, particularly the impact that social media has had on community fragmentation, political turmoil, and the dissemination of fraudulent information. When education and human comprehension don’t keep pace with technological advancement, human beings veer into “Dark Ages” dystopian times. Disruption seems clean and sleek and sexy in the rearview, but it is messy in real time. People are messy. We can’t help it. I’m not saying that’s bad and I’m not saying that’s good. I loved Thomas Friedman’s The World is Flat as much as anyone. But it remains a concern and as breathless as we are about these new tools and solutions and what they can do for the “bottom line,” let’s also consider what they will do to an already fragile human condition.
I will leave you with this anecdote, names changed to protect the innocent. I have an attorney friend – a Baby Boomer. I’m not being ageist – it’s important context. This attorney reminds me of my beloved late mother. Both reflect a fascination with social and digital platforms and a desire to connect as broadly as possible, seeing the potential in these channels for commiseration on scale and enthusiastically embracing it all. Both also are petrified they are going to “break something” every time they touch social media. Doesn’t hold them back but fear always lurks in the background.
(Sidebar: I grew up in the era when parents told you not to sit too close to the television for fear of ruining your eyesight nor to turn it on and off and on and off for fear of breaking it. In fact, we – gasp! – took our TVs periodically to the “repair shop.” I wonder if this is why an entire generation lives in abject terror over tech. Just a theory.)
One day this attorney asked me why they don’t see the words “[their name] likes this” under posts on social. I said, “Well, when you click ‘like,’ OTHER people see that.” They then got insistent: “No, I want it to say [my name] LIKES this.” I explained again. Then a light bulb went off. I looked at their activity and realized in the time we were chatting they had started typing this as a comment “[their name] likes this” over and over and over under different posts. Paging Amelia Bedelia!
Now flash forward a few months, I get another call. On a Sunday. This attorney is apoplectic. “Why does it show I’ve left all these comments on my very important clients’ posts? I didn’t say these things. I wouldn’t say these things. Can I sue LinkedIn? I’m so embarrassed.” Again, I calmly asked, “Now describe to me what you are seeing?” (I learned this in years of similar panicked chats from my mom. I think I could have a side hustle here.) With some time, I figured out they thought the AI prompts under a given post were a string of comments they had actually left. They were so distressed about it that they had then sent emails to all said connections apologizing. THEN they reached out to me. Not a great look for someone trying to show their facility and agility in this digital age.
So, what’s the problem here? Why am I sharing this? I actually GET why the attorney was alarmed. Now, I knew what I was looking at when I saw those prompts, but they didn’t. Because the tech industry sometimes moves at the speed of “we’ll get to it when we feel like it” and other times at the speed of “we’re changing stuff and not explaining it and you can just figure it out or not,” there is likely a deep rift we will create across generations if we don’t pause a bit and implement things sensibly. Did this attorney NEED a prompt to say, “Congrats on your work anniversary?” Do any of us? Was that actually a problem that needed to be solved? And how many troubles have been created inadvertently in the process?
What’s that line sardonically offered by Jeff Goldblum’s Jurassic Park character Dr. Ian Malcolm (who specialized in chaos theory BTW)? “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.”
Now, I know those reading this ramble will shake their heads in judgment and think, “I’m shocked. SHOCKED! I had no idea Roy was such a wet blanket luddite.” Listen, I’m not. I love what we are able to do with digital and social tech and how AI can supercharge our ability to connect meaningfully and hopefully change the world for the better. But I’m not honestly seeing much of that yet in the discourse to which I’ve been privy. So just imagine I’m Ian Malcolm here. And remember he’s one of the few characters who survived.
P.S. Confessional … I first asked Chat GPT to write this article for funsies. I hated the result. Tossed it all out. And then I wrote this. You might hate it. But I don’t. And I still think that matters.
P.S. Above depicted one of my most treasured invitations I’ve ever received in 12 years of being a member of the Legal Marketing Association. Thank you, Tahisha Fugate, MBA [she/her]! Love you and love this dynamic, brilliant, fantastic, fun group of incredible human beings.
LinkedIn post from Tahisha: “For the third year in a row, a group of Black Women in Legal Marketing and friends gathered at #LMA24. Women from firms of all sizes, across the U.S. and Canada, connected and engaged. We were thrilled to be joined by some legal marketing business partners, including Chambers USA, Passle, RubyLaw, and Jaffe to name a few.
“A special thank you to my firm Axinn, Veltrop & Harkrider LLP for their continued support of this event! I look forward to seeing everyone in DC next year. #legalmkt #marketing #businessdevelopment #DEI”
Thank you, Digital Marketing Institute’s Emma Prunty and Will Francis for this lovely opportunity to share my professional experiences and our beautiful Clark Hill journey.
“How do you market an organization made up of diverse individuals – in this case a global firm of over 700 legal professionals? We were delighted to have an insightful conversation with Roy Sexton, head of marketing at Clark Hill, on how marketing can be a force for good, the overlap between B2B and B2C marketing, working on a company’s personal brand, considerations about putting your marketing behind social movements, and lots of tips for marketers at any stage of their career.
“Roy tells host Will Francis about his advocacy for LGBTQ+, and how his background in theater has influenced all areas of his marketing skills, including how to manage a team and approaches to using storytelling in marketing.”
P.S. I told our fab 2024 Legal Marketing Association – LMA International prez Kevin Iredell, an incredible and generous leader and dear friend, that I’d be “all in” and wear my shades Jack Nicholson-style from the front row at #LMA24 this week! Proud of him and this beautiful community. Thank you to his fellow leaders Kathryn Whitaker , Morgan MacLeod , Amber Bollman , Ashley Stenger , Kaitlin Heininger , Holly Amatangelo , Lisa M. Kamen , Ellie Hurley, conference committee, and countless volunteers and sponsors who have worked so hard to deliver a fantastic event this year!
Scenes from a remarkable week of education, connection, development, and joy! This Legal Marketing Association – LMA International community has given me so much in terms of professional and personal growth. Forever grateful. #AllIn #LMAmkt #LMA24 Photo album.Original post here.
Absolutely thrilled with Clark Hill’s rankings here! Kudos to my colleagues Alexandra France and Tommy Franz for their excellent leadership and strategic stewardship of our digital presence. And thank you to Guy Alvarez and Good2bSocial for their expert analysis and commitment to our legal community.
About the study: The Social Law Firm Index is an annual study that examines how the top 200 law firms (as ranked by The American Lawyer) adopt and apply digital marketing in terms of outreach, engagement, and business development.
They measure reach, engagement, and marketing performance on platforms, including Twitter, LinkedIn, Facebook, Instagram, YouTube, and more.
The Social Law Firm Index analyzes each firm’s presence on the internet and across social media and evaluates their social media usage to extend thought leadership messages. These factors are then reduced to numerical measures, weighted, and incorporated into an algorithm to develop each firm’s rank.
Where we stacked up this year …
Overall: ranked 46 of 200 (up from 93 last year)
LinkedIn: ranked 69 (up from 88 last year)
Twitter: ranked 81 (up from 98 last year)
SEO: ranked 90 (up from 152 last year)
Instagram: first time ranking! 40
Thought leadership: ranked 74 (up from 145 last year)
Facebook: ranked 14 (down from 2 last year … but still incredibly respectable)
YouTube: first time ranking! 64
Podcast: ranked 46 (down from 38 … but also still respectable)
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.”
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.)
In the small (big) world department … this post put such a smile on my face. And if you had seen the week I’ve had, you’ll know how much I needed that. Lol. 🫠 Thank you, Stephanie Maher, Nancy Leyes Myrland, Chris Moyer! Love you all very much!
“There is enough pie!! The fabulous Nancy Myrland using my colleague Chris Moyer’s post celebrating Roy Sexton as an example of how to be gracious on social media was a lovely surprise during this afternoon’s presentation Be LinkedIn or Be Left Out.
“Love her belief that there is no real competition, since each of us adds our own dash of uniqueness to whatever we do. Even if we do something similar, we are NOT interchangeable.
“How do you get better at engaging on LinkedIn? I can’t say it better than a response from Roy Sexton – ‘This has to be like piano lessons. You learn scales first and one day can play Chopin.’
“Have you ever given up on LinkedIn because you tried to play Chopin first? You went for that fantastic viral post only to get one or two likes after a few weeks. Consider that part of learning scales, or for those of you who have kids in sports, think of it like t-ball.
“NOBODY gets to start out as an expert. Just because LinkedIn allows you to be on the same platform as social media greats, does not mean you should expect yourself to perform at their level, at least not at first.
“What small step can you take today?
“A few ideas:
Spend a few minutes updating your profile with your most impressive accomplishments.
Leave a meaningful comment on someone’s post. Don’t just say things like ‘great article’ or ‘thank you for sharing.’ Take a few minutes to write 1 – 3 sentences on what you found insightful or add your thoughts.
Find people to connect with. Easy connections include current and former coworkers, fellow alumni, neighbors, and friends.
“*Disclaimer – I have a long way to go before I will be playing Chopin on LinkedIn myself ;).”
