Differentiate your law firm marketing with personality and a unique voice

May 22, 2019

Differentiate your law firm marketing with personality and a unique voice

What does your law firm’s marketing content say? Does it have a voice? Is anyone listening?

Nowadays, all of us — yes, that includes your firm’s clients and potential clients — are inundated with emails, advertisements, notifications and social media posts around the clock.

That means standing out is more important than ever… but that can be hard for a buttoned-up law firm.

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Attract the right customers with well-written personas

May 29, 2014

 

Attracting target market with personasPersonas, or customer profiles based on real data, have been around for a while. Although they may seem daunting to compile at first, once you have the information, you have a roadmap to the hearts and minds of your most valuable prospects. Depending on whom you ask, creating customer personas can be a fun exercise or drag on for days, with every answer only leading to more questions. HubSpot recommends this worksheet for painting the perfect customer picture. If you feel overwhelmed by the list of questions you need to answer, try focusing on the essentials:

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General counsel reaffirm power of personalization in legal marketing

April 12, 2014

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At last week’s Legal Marketing Association annual conference in Orlando, three highly accomplished general counsel addressed more than 1,000 legal marketers on ways to better market to them. While they shared a wealth of insights, one common theme arose—personalization.

While many marketers think about personalization in terms of advanced customer relationship management (CRM) tools, Amazon’s “if you like this, you’ll like that” technology, digital ad tracking, and more, personalization in law firms means delivering targeted, customized information to prospects, demonstrating an understanding of not only the issue, but how it impacts its audience. As you can imagine, attorney involvement is key.

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Why you should focus your marketing on one (or a few) industries

August 2, 2021
Why you should focus your marketing on one (or a few) industries

This article originally appeared in DRI’s The Voice.

We’ve all heard the age-old adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” There’s a lot of truth behind this quote: it can be difficult to know where you should invest your marketing dollars. Should you invest in media relations? Social media? SEO? Videos? Email newsletters? Webinars? Speaking at events? There’s a lot you can do, but what’s going to make the most impact?

When working with clients facing this question, I often advise them to pick an industry (or two or three, depending on the firm’s size and budget) and focus their marketing efforts there. Here’s why:

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The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

July 8, 2021
The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

Email marketing is the most profitable marketing channel, garnering an ROI of $42 for every $1 spent. However, if you try to start a mass marketing email campaign through your Gmail or Outlook account, you’re going to be hampered by send limits and you could even end up having your personal email or your entire organization’s domain blacklisted (more on that in a moment).

So how do firms manage to conduct email marketing campaigns that send hundreds or thousands of emails and still hang on to their online reputation? Email marketing services or email service providers (ESPs) are third-party services that handle mass marketing email sends. ESPs take a number of measures to ensure they remain whitelisted and retain agreements with internet service providers (ISPs) that allow them to send emails in bulk. 

You might be asking yourself, “Why do I need to pay extra to send emails when that’s what I do all day, every day? Why not just send each marketing email individually from my individual email address?”

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How to write better client alerts: 10 of the best tips

February 1, 2021

Client alerts are a staple of law firm marketing. These short news bulletins — generally written by attorneys and edited, formatted and distributed by marketers — inform clients of recent developments in the law and provide analysis on how these changes will impact their business.

And while client alerts play a critical role in a firm’s marketing efforts, they are renowned in the industry for their lack of readability, substance and timeliness.

This poor quality isn’t due to a lack of guidance on how to use this marketing tool effectively. Numerous articles by seasoned legal marketing pros provide excellent advice on how to write better client alerts. In this post, I’ve cherry picked the best advice out there and put it all in one place for you. If you’re looking to improve your firm’s client alerts, look no further. 

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Law firm communications and COVID-19: What’s next?

May 1, 2020

Law firm communications and COVID-19: What’s next?

I was honored to be part of a panel discussion last week, hosted by three Florida Legal Marketing Association (LMA) groups: Orlando, Jacksonville and South Florida. If you couldn’t attend the virtual event, you missed hearing from the following law firm public relations professionals:

The panel discussion was moderated by Laura Kaminsky of BakerHostetler. While we covered a range of topics, I’ve highlighted key takeaways below (the full webinar recording is available here).

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How lawyers should network during the coronavirus crisis

April 23, 2020

How lawyers should network during the coronavirus crisis

Wendy Merrill is the Founder & Chief Rainmaker of StrategyHorse Consulting Group, providing leadership, professional and business development training and support to lawyers. We talked to Wendy about how lawyers can continue to nurture and develop their networks during the coronavirus crisis.

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How law firms should communicate about coronavirus

March 14, 2020

Unless you’re living under a rock (which might be a good place to be right now), you know we are living through a global pandemic, as the novel coronavirus, or COVID-19, spreads throughout the world

While this isn’t a time to panic, it is a time for thoughtful, deliberate action. While I can’t provide technology, human resources or other operational advice, there are some crisis communications best practices that are helpful to remember when considering your firm’s approach to communicating about the virus. 

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