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31
May

8 reasons law firms should work with a specialist legal marketing & PR agency

May 31, 2023
by: in Law No comments  

If your law firm has a marketing team and needs a little extra help, or you’re starting from scratch and want to build brand awareness and credibility for your firm, hiring an agency can be extremely beneficial. 

Maybe you’ve already decided you want to hire an agency and have started to search for one, but how do you find one that is right for your firm? Consider hiring an industry specialist agency. 

This is an agency, like Reputation Ink, that focuses on one or a few particular sectors, such as the legal industry (and we work with AEC clients, too). These agencies typically only take on clients in a few focused industries, which offers many benefits over working with one that represents clients across a variety of fields. 

So, what are the benefits? 

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31
May

How AEC employees can contribute marketing videos with their smartphone [infographic]

May 31, 2023
by: in Content marketing , Video marketing No comments  

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one that’s with you.

So why should AEC firms care about employee-generated video content?

Glad you asked.

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11
May

The do’s and don’ts of lawyer cross-marketing during PR opportunities

May 11, 2023
by: in Law , Public relations No comments  

Humor me a hypothetical. 

Let’s say your law firm’s publicist secures you a guest appearance on a leading podcast that caters to one of your primary practice areas. It’s the day of the podcast, and you’re three-quarters through an in-depth Zoom interview. Of course, you’re nailing every question and hitting your talking points — all while showcasing your extensive legal experience and knowledge.

As you relax in your chair (or adjust your feet, for you standing-desk folks), a question arises that brings to mind one of your colleague’s recent successes. But you don’t mention it. The host moves on to the following questions, and the banter continues.

Minutes later, as you close out of your Zoom room and throw on a more casual top, some nagging questions cross your mind:

“Should I have talked about my colleague’s case? Did I miss a big opportunity to promote other attorneys at my firm?”

The answer to both, unfortunately, echoes a trite but true phrase known well to those in the legal industry: “It depends.”

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28
Mar

Why AEC firms need to know about the ‘excess share of voice’ rule

March 28, 2023
by: in AEC , Marketing strategy , Content marketing No comments  

There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of market” will grow. This is called the “excess share of voice” (ESOV) rule. 

While market share is a widely known metric, share of voice (SOV) isn’t as clear. It’s defined a number of ways depending on the source, but it essentially means the number of conversations about a brand, divided by the number of conversations about a topic, industry or niche (i.e., whatever “market” you are measuring). 

Every time a brand is mentioned in the media, authors an article, posts on social media or runs a series of ads, a conversation is happening. The conversation is amplified when the audience engages by sharing the article, commenting on the social media post or clicking on the ads. All of this activity results in a certain share of voice. 

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28
Mar

Benchmark Litigation: Law firm submissions 101

March 28, 2023
by: in Law , Public relations No comments  

Class is back in session!

It’s been a minute, but I’m back to pontificate about the wonders that are legal awards and recognitions.

Did ya miss me?

(If you’ve been studying up, you know we’ve already chatted about The Legal 500, Law360, Super Lawyers, The Best Lawyers in America and Chambers.)

Okay, with a dash more seriousness: There are pages upon pages of legal recognitions that I’m sure you get spammed with often. Some pop up on social feeds while others have a more personalized touch by sliding into your inbox and addressing you by name.

We’re here to help separate the grit from the gold.

One legal award ranking that always makes our short list is Benchmark Litigation. 

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09
Mar

What legal marketers should know about Google’s ‘helpful content’ algorithm update

March 9, 2023
by: in AEC , Law , Marketing strategy , Content marketing No comments  

Google recently launched a “helpful content” update to its search algorithm to prioritize unique and thorough content for its users. In addition, it will now automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful. When Google identifies what it considers deficient pages and websites, it automatically moves them to the bottom of the search results. Think of it as a way for the search engine to separate the wheat from the chaff in the infinite web of information (and misinformation) that is the internet. 

For those in legal marketing and thought leadership, the update could mean fewer users will see your content if it’s not up to snuff. Cue the panic amongst content creators and SEO marketers.

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17
Feb

What to do when a thought leader leaves your law firm

February 17, 2023
by: in Law , Content marketing , Public relations No comments  

It’s no fun trying to replace a law firm’s in-house superstar. Think of all the countless hours of written-off billable time that the firm’s leaders likely spent mentoring that next partner-to-be, only to let that candidate — and the substantial book of business they initiated and nurtured — slip into the hands of a competitor or solo venture. However, this is precisely a status quo situation that most law firms must navigate, as roughly 36% of law firms reported seeing an increase in associate turnover in 2021 compared to 2020. 

Losing a leading professional hurts, especially if that lawyer or team member left an indelible mark on the firm. But they must still address the potential fallout from the departure, including how it may affect the reputation of its practice groups, team morale and how existing clients interface with the firm. An effective PR strategy — particularly one prepared by an experienced legal PR team — can help bridge these gaps and help the firm move onward and upward. Some considerations on how they can address this is presented below.

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31
Jan

Why editorial calendars are a must for AEC PR in 2023

January 31, 2023
by: in AEC , Public relations No comments  

Sometimes working with the media can be like trying to predict all the change orders an owner will have on a project before construction even gets started.

“If only reporters and editors would just tell us what they’re covering next.”

How often does this thought run through your head as an architecture, engineering and construction (AEC) PR professional or marketer? Weekly? Daily? Hourly? Does it haunt your dreams? Your nightmares? Do you wake up in a cold sweat each morning, worried you missed getting your subject matter experts (SMEs) into the next Big Story? 

Okay, maybe I’m being a bit dramatic, but if you’ve thought this before, you are not alone. Most of us spend way too much time obsessed with what’s going to catch the media’s attention. Some days I wish I had some kind of crystal ball that could help me peer into the future and see the stories to be written that need my clients as sources. 

And then I remember that, while there isn’t a Magic 8 Ball to read your client’s mind and anticipate every change order request (yet!), there is a similar tool for media outlets, and I can access it anytime I want. It’s the humble editorial calendar (also known as an edcal, if you’re into lingo). What’s that, you ask? Well, it’s only the best way to predict some of what a target media outlet will cover in the next 12 months. If this is news to you — or if it’s a reminder of a tool you once used but have forgotten while pursuing shiny new whizbangs — have I got a blog post for you.

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16
Jan

Tangible ways AEC companies can reach their target audience in the metaverse

January 16, 2023
by: in AEC , Marketing strategy No comments  

Although abstract in nature, the metaverse is transforming the universal business landscape (and by extension the marketing field) in ways that have real-world implications. Despite the burgeoning trend of using augmented and virtual reality in marketing campaigns, many corporations have been slow to adopt this new technology. In doing so, they’re neglecting an enormous group of potential clients and employees (especially those younger cohorts). According to consulting company, Metaversed, earlier this year the population of the metaverse hit a major milestone, reaching 400 million unique monthly active users. 

Being a pioneer in any field can be risky, but with great risk comes great rewards. The key for architecture, engineering and construction (AEC) firms will be to find their target audience before the market becomes saturated. Think of the metaverse as California in the 1800s. Everyone is rushing there for gold. You don’t want to be knee-deep in frigid river water, bumping elbows with all the other 49ers who missed their cue.

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