June 2 and 3 marked the sixth annual Super Marketing Conference held in Boston, Massachusetts.  As usual, the content and lineup was stellar.  Topics included managing online reviews and profiles, video marketing, website design, and content management.

With over 300 conference tweets, it was easy to capture the “best of,” some of which are featured below. For a more complete curation, see this recap.

Online Reviews

• 77% of people read online reviews before buying
• Plant the online review idea early with clients
• Bad online reviews help improve the credibility of good online reviews on the same site
• Google tracks review locations, times. Clusters near your office, at same time will be dropped.

Online Profiles

• Even selfies on #Twitter help build lawyer visibility, credibility (you can learn from your 12 year olds).
• If someone’s looking for a lawyer, they are eventually going to Google (verb) their name
• Users find authenticity on#LinkedIn, #twitter
• #Avvo great place to see questions prospects are asking so you know what to write about on your blog
• Every 100 “Answers” posted on Avvo Forum leads to 10 contacts. 10% lead gen is pretty cool!

Content and Branding

• Content for lawyer marketing/branding flows out of a lawyer’s values and story
• Effective branding requires clarity of message (requires development) with consistent delivery.
• We don’t buy from logic, we buy from emotion. Your brand must have a happiness campaign. Package your happiness and sell it.
• Clients hire individuals, not “lawyers” as fungible machines
• Content must appeal to the audience you are seeking (referral sources v. possible clients)

Why Your Next Client Wants to Hire You

• What are potential clients looking for? 1) Expertise 46% 2) Trusted Recommendations 37% 3) Trust 30% 4) Location (20mi)
• Focus your marketing on being the solution that consumers need to address their legal concerns
• 60% of consumers use mobile to find their attorneys
• 64% of legal consumers only contact one attorney. 87% hire that attorney.
• Resounding theme – get your firm on #Facebook! Most popular mobile apps used by consumer Facebook and FB Messenger

Video Marketing

• Use video marketing as means of differentiation, trust, authority
• YouTube is the second largest search engine. Google owns YouTube. Use YouTube. ~ Marketing Logic for Lawyers
• Use Schema.org or Wistia to tag videos for beneficial SEO
• Forget Pay-per-click – the legal market is too saturated (and rates are ridiculously high)
• Use animated gifs, not embedded videos in your eNewsletters

Read all the “Best of” tweets from the #SuperMarket6 Conference here.

[All Rights Reserved Beverly Michaelis 2016]