Legal marketers: Here’s how to get general counsel’s attention, straight from the horse’s mouth

April 17, 2018

Legal marketers: Here’s how to get general counsel’s attention, straight from the horse’s mouth

Four marketing strategies are particularly effective, says panel of GCs at Legal Marketing Association conference

Law firm marketers: Want to know what works to get the attention of general counsel (GC)?

Here’s the short answer: high-quality, relevant and timely thought leadership content, in the form of client alerts, helpful articles and speeches. In addition, well-written case studies help GCs understand your firm’s experience in solving specific problems (that they may be facing themselves).

Five GCs sat down for a panel discussion at last week’s Legal Marketing Association national conference and laid bare how they choose outside counsel, what gets their attention and how to cut through the clutter in today’s information-saturated environment.

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3 simple ways law firms can promote litigation wins

March 19, 2018

3 simple ways to promote your litigation wins

For litigation firms and practice groups, promoting your wins can be an uphill battle. Client confidentiality, multi-year timelines, last-minute rulings, and complex legal ideas and maneuverings make litigation promotion a unique art form.

High-profile cases require proactive media relations

Sometimes, litigation is high-profile and requires a proactive, ongoing effort to manage the public narrative as litigation unfolds. In this case, your PR team builds relationships, tells your side of the story in plain language, explains complex legal ideas and builds trust with reporters covering the story.

Not all litigation is media worthy

However, not all litigation is high-profile or media worthy. Or, clients’ concerns about confidentiality prevent any kind of public relations until a favorable outcome is obtained.

In these cases, how can law firms showcase their prowess in obtaining victories on behalf of their clients and stay top of mind with prospective clients who face similar business risks?

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How to become a legal public relations star: Be like Jack

February 6, 2018

How to become a legal public relations star: Be like Jack

Becoming a trusted media source can be an incredible boon for lawyers and other professional services providers such as accountants, architects and management consultants.

The media’s third-party credibility provides nearly the same power as a personal referral — the gold standard in professional services marketing. And, when compounded over and over again (with multiple media appearances), it can even beat personal referrals.

But becoming a media star is no easy task. Yet somehow, some attorneys are always quoted and featured in top media outlets, over and over again. Take Jack, for example.

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7 steps to developing a law firm content marketing strategy

September 27, 2017

s to developing a law firm content marketing strategy

I recently attended the Legal Marketing Association’s Southeastern Conference in Charlotte, North Carolina, and was excited to attend a panel on content marketing. In the session, the presenters asked the room of attendees to raise their hands if they had a documented content marketing strategy. Very few hands were raised.

Greentarget’s 2017 State of Digital & Content Marketing Survey reinforced this. According to the survey, 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more. And a measly 26% of law firm marketers say they have a documented content strategy.

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Thought leadership vs. lead generation: Why legal blogging needs a strategic update

September 22, 2017

Thought leadership vs. lead generation: Why legal blogging needs a strategic update

At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more.

How to rise above this content deluge? Shift from a thought-leadership mindset to a lead-generation mindset. By doing so, law firms will be forced to become more strategic in how they reach their prospective clients, giving them the content that they want, when they want and how they want it. Because if they don’t, the proof will be in the pudding: zero leads.

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Law firm marketing: are ads and ‘paid profiles’ in legal directories worth it?

October 6, 2014

I’ll save you some time reading—no

 

TrophyAs legal marketers, we are regularly asked by our law firm clients about rankings, directories, awards and the like (for the legal marketers out there reading: shocking, I know). Rankings like Super Lawyers, Best Lawyers, Chambers and Partners, Martindale-Hubbell and more have proliferated to the point that entire jobs exist at law firms for the sole purpose of managing the lengthy and detailed submission processes. In fact, I believe the number now hovers around 1,000—that’s right, 1,000—surveys and rankings out there of law firms and attorneys, all competing for attention and advertising dollars.

We ourselves just spent the last month working on detailed Chambers submissions for several clients, and regularly write award submissions for media outlets like Law360, the National Law Journal and American Lawyer. While I see value in awards, especially those with advertising-independent research processes and those done by credible media outlets, I see no value in buying advertising (including display ads and “enhanced profiles”) in any legal directories out there. Here’s why:

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General counsel reaffirm power of personalization in legal marketing

April 12, 2014

Daisies_distinct

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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