Beyond Targeting
Designing a Legal Brand That Speaks to Your Clients
Ruby Powers
Powers Strategy Group
Beyond Targeting: Designing a Legal Brand That Speaks to Your Clients
Learn how to define and use your client avatar, select high-impact marketing channels, and craft a message that feels personal, relevant, and effective. We’ll share practical tools and strategies to make your website, social media, and content more accessible and client-centered. Walk away with actionable ideas you can implement immediately — designed specifically for law firms looking to build lasting relationships in a competitive market.
Topics covered include:
Agenda:
- Why Marketing Matters for Law Firms
- Intro to the client journey, modern challenges, and why visibility is crucial.
- Know Your Avatar + Firm Positioning
- Identify your ideal client’s habits, pain points, and expectations. Use the “franchise vs. boutique” allegory to explore positioning.
- Crafting Your Brand Message
- Define tone, values, and how to align them with client perception and legal outcomes.
- Choosing Marketing Channels That Work
- Break down direct vs. indirect strategies. Match channels to avatars.
- Digital Essentials
- Overview of CRM, your website, and e-business cards as foundations for trust and follow-up.
- Social Media & Storytelling
- How to create authentic, accessible content and use narrative to connect.
- Mapping the Funnel & Budgeting Smartly
- Walk through the client journey and how to prioritize high-impact efforts with smart investment.
- Visibility Tactics & Events
- Explore organic tactics (SEO, Google, reviews), plus how events boost credibility.
- Email, Newsletters & Branded Experience
- Ongoing engagement through email + using swag and touchpoints to reinforce brand.
- Metrics, Mistakes & Action Steps
- Measure what matters, avoid common errors, and create a next-step plan.
Duration of this webinar:
60 minutes
Originally broadcast:
August 20, 2025 12:00 PM PT
Webinar Highlights
This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.
Ruby Powers, an experienced immigration attorney and author, is the speaker. Ruby shares her background, emphasizing her expertise in law practice management and her journey in starting her law firm during the 2008 recession. She stresses the importance of continuous client attraction and leveraging technology, having run her practice from Dubai. Ruby aims to provide practical marketing strategies beyond social media posting, focusing on designing a legal brand that resonates with clients.
Ruby emphasizes the importance of understanding your target audience and encourages participants to take actionable insights from the session. She discusses the significance of identifying the ideal client and effectively targeting them, rather than settling for any client. The session covers the sales funnel as a tool for organizing data and monitoring marketing efforts. Ruby highlights the need to revisit a firm's mission and vision to guide marketing strategies and differentiate services from competitors.
Ruby discusses the complexity of providing multiple immigration services and the importance of focusing energy on specific areas. She advises keeping an eye on competition and setting clear goals for branding and marketing success, referencing the book 'Traction' by Gino Wickman. Ruby highlights the role of technology in marketing, mentioning AI tools and the ABA Tech Show. She stresses the importance of storytelling in legal practice, using concepts like the "hero's journey" to connect with clients.
Ruby explains the sales funnel process, from initial awareness to client conversion, and the importance of tracking data at each stage. She emphasizes the role of digital marketing in attracting clients and building an online presence. Search engine optimization (SEO) is highlighted as a key strategy for improving visibility and attracting clients. Ruby shares her experience with newsletters as a tool for client engagement and information dissemination. She discusses the importance of maintaining a consistent online presence across various platforms, including social media.
Ruby highlights the importance of creating content, such as videos, in building a legal brand. She also emphasizes the value of tangible marketing materials, like business cards and swag, for networking and client engagement. She advises leveraging old-school networking and media relationships to enhance visibility and attract clients. Ruby shares her experience with podcasting as a tool for sharing expertise and building goodwill.
Ruby discusses leveraging technology and AI tools to enhance marketing and client engagement. She highlights the use of tools like StreamYard for live streaming and ChatGPT for content creation. Ruby emphasizes the importance of collecting and analyzing data to understand client acquisition and improve marketing strategies. She advises using CRM systems to track client interactions and conversion rates. Ruby encourages staying updated with technological advancements to maintain a competitive edge.
Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.
Speaker
Ruby Powers
Founder and CEO
Powers Strategy Group
Powers Strategy Group
Ruby L. Powers, a Board Certified Immigration Attorney and founder of Powers Law Group, P.C., has over 17 years of expertise in law practice management and legal innovation. Author of Power Up Your Practice and host of the Power Up Your Practice podcast, she is also a professor and national and international speaker. A pioneer in remote law practice and an early adopter of AI-driven legal tools, Ruby helps firms modernize and grow through her consulting company, Powers Strategy Group. She also serves as Co-Vice Chair of ABA TECHSHOW and contributes regularly as a columnist for ABA Law Practice Magazine, Above the Law, and the Texas Bar Journal. Read More ›
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