Formulating Strategies for Legal Marketing Success | Roy Sexton from Clark Hill

Ernesto Quezada: Welcome to Pathmonk Presents, the place where business owners and marketers share their insights on digital growth. In every episode, we discuss real strategies, why they worked, and also why they didn’t. Get insights from real experiences and save yourself a whole lot of time and money. Let’s get to it right now!

Before we get started with today’s episode, let’s have a quick look at what Pathmonk is all about. If you are winning leads, demos, or sales through your website, then Pathmonk might be interesting for you. Pathmonk is an extension to your website. It watches each visitor as they move through your page and builds up their interest in your product or service in real time to deliver a great uplift in conversions from your website.

Usually, the buying journey can be divided into stages: awareness, consideration, and decision-making. Pathmonk figures out in which stage a given visitor is by watching every action they do on the website and provides them with micro experiences such as notifications, case studies, and introduction videos, helping them move to the next stage in the buying journey towards a conversion.

Welcome to today’s episode! Let’s talk about today’s guest. We have Roy Sexton from Clark Hill Law, Director of Marketing. How are you doing today, Roy?

Roy Sexton: Good. Thanks for having me.

Ernesto: Great to have you on. We’re excited to learn more about what Clark Hill does. Let’s kick it off with that. Roy, in your own words, can you tell us a little bit more about Clark Hill Law?

Roy: Sure. And because I’m the marketing guy, my own words are gonna sound a lot like our copy on our website probably. We have over 700 attorneys across 27 offices, including Dublin and Mexico City. The remaining offices are all in the continental United States. We are your typical corporate law firm in many ways in that we run the gamut of everything a general counsel might need in a large company or mid-sized small company. So we do labor and employment, banking and finance, M&A, litigation, energy – we do it all. It’s all there on our website in beautiful technicolor and black and white. But I think the other thing I like to emphasize about our firm is that we came up with the tagline when we rebranded a few years ago: “Simply Smarter.” We are an approachable, accessible group of legal professionals who understand the business needs of our clients and can speak their language to help them find solutions to meet their needs expeditiously. I’ve worked in three different firms and this is no slight to any other firms, but I feel like we have a very accessible group of people who can really be an extension of one’s own internal team.

Ernesto: Definitely, that’s important to hear from you. So that our listeners can get a good understanding of Clark Hill Law, what would you say is the key problem that you guys like to solve for your clients?

Roy: It can run the gamut and it depends on the practice area. We have industry teams focusing on automotive, retail and hospitality, transportation and logistics, Title IX, cannabis, cybersecurity, and real estate. These industry teams are cross-functional, so we have labor and employment, contract review, litigation, and all other necessary support for any business issue in those industries. Our legal professionals understand what each industry needs and how they work, which helps them act as an extension of the client’s team when legal issues arise.

Ernesto: That’s always important. I know you guys have a lot of industries you tend to. Is there an ideal ICP for you at Clark Hill?

Roy: More often than not, it’s going to be the general counsel within the organization. They might not have the bandwidth, expertise, or they are conflicted out and can’t represent themselves. So they lean into a corporate firm like Clark Hill as an extension of their team. We also work with other C-suite members and business owners who need legal support.

Ernesto: Perfect. So how would these businesses usually find out about Clark Hill? Is there a top client acquisition channel for you?

Roy: It varies. We often find that in-person events and meetings are the best ways to find new clients and grow relationships, even though we’re a digital agency. We still do traditional online marketing through social media, blogs, webinars, and so on. But attending events and networking to make personal connections often proves most effective.

Ernesto: That makes sense. What role does the website play in client acquisition for Clark Hill?

Roy: The website is really important. It’s more about highlighting our expertise and what we do rather than generating a ton of leads. It’s a way for clients and prospects to see our projects and expertise. For other organizations, especially in the sport, health, and leisure sectors, their website is crucial. Most of their leads come through their website, where people learn about their events, products, and services. It’s an essential tool in their marketing arsenal.

Ernesto: Definitely. Are there any tools, tips, or methods you would recommend to our listeners regarding website lead generation?

Roy: Starting with the basics, good design is crucial. If a design isn’t well-implemented, users can sense something is off. Speed is also a huge factor, both for user experience and SEO. Clear propositions and well-thought-out user journeys are essential. Make sure it’s obvious what you do and who you are. Use call-to-actions effectively, catering to different stages of the user journey, from primary CTAs like “get in touch” to secondary ones like “download a white paper” or “join a webinar.”

Ernesto: Great advice and tips, Roy. Let’s switch gears a bit. As the Director of Marketing at Clark Hill, what are some key tasks you focus on in your day-to-day work?

Roy: Key tasks include liaising with new leads, prospects, and current clients, discussing their pain points, and providing solutions. I also focus on content ideas, planning future content for our marketing channels, and keeping up with the latest trends in the industry. Research and learning are important to stay ahead and continue offering expert solutions.

Ernesto: Awesome. Let’s jump into our next section, which is rapid-fire questions. Are you ready?

Roy: Yes, let’s go!

Ernesto: First off, what’s the last book you read?

Roy: The last book I read is “The Shadow of the Wind.”

Ernesto: Great read. What is the one single thing that the firm is focused on the most at the moment?

Roy: Our current proposition, focusing on sport, health, and leisure sectors. We’re revamping our website and outward-facing marketing to reflect that.

Ernesto: If there were no boundaries in technology, what would be the one thing you want to have fixed for your role as a marketer today?

Roy: Attribution of leads and sales across different marketing channels. Making sure all channels communicate to track leads and sales accurately would be key.

Ernesto: If there is one repetitive task you could automate, what would that be?

Roy: Chasing people through email comes to mind, but also posting content to social media consistently. Automating content generation and posting in a way that still sounds human would be a game-changer.

Ernesto: Lastly, with your experience in the marketing world, what is one piece of advice you would give yourself if you were to restart your journey as a marketer today?

Roy: Get as much experience as possible quickly, and find what you are most passionate about in marketing. Focus on that area and become an expert rather than a jack-of-all-trades.

Ernesto: Great advice. We’re coming to the end of our show, but I want to give you the last word. If someone forgets everything about today’s interview, what is the one thing they should remember about Clark Hill?

Roy: We help people solve their online woes and elevate their online presence to generate leads through marketing. We’re the agency for you if you need that.

Ernesto: You heard it, folks. You can always check them out at clarkhill.com. They create unforgettable web experiences and campaigns. Roy, thank you so much for being with us today. To our listeners, thank you for tuning in, and I’m looking forward to our next episode at Pathmonk Presents. Thanks a lot, Roy.

Roy: Thank you.