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Marketers: It’s time to push back on your bosses’ bad ideas

November 20, 2018

Marketers: It’s time to push back on your bosses’ bad ideas

“Behind every bad idea is an executive who asked for it.”

I can feel all the marketers internally shouting “YAAAASSSSS.” I hear you, friend, I hear you.

The above quote — from a recent MarketingProfs webinar by Michael Brenner (best-selling author of The Content Formula and CEO of Marketing Insider Group) — made me stop in my tracks. I thought of the numerous times I’ve witnessed a C-suite executive ask a marketer to do something that I knew wasn’t the right course of action, yet the marketer did it anyway. Heck, I’ve been the one who did it anyway. I’ve always thought, “That’s just the way it is.”

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How law firms can use marketing automation to enhance their client experience

September 25, 2018

How law firms can use marketing automation to enhance their client experience

Acquiring new clients is expensive. Depending on the study, research shows that the cost to acquire a new client is anywhere from five to 25 times the cost to retain an existing client.

Yet many law firms focus the majority of their marketing efforts on client acquisition — not client retention.

Here’s more research if you’re not convinced of the value of client retention: Frederick Reichheld of Bain & Company (the inventor of the net promoter score) found that increasing customer retention rates by 5 percent increases profits by 25 to 95 percent.

From client alerts to blog posts, webinars, educational events and more, law firms are investing heavily to demonstrate their attorneys’ expertise and attract the right clients. How can these efforts be leveraged to enhance the client experience?

Enter marketing automation.

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Need to persuade an audience? Use these 5 powerful messaging techniques

June 21, 2018

5 powerful messaging techniques to persuade

If you’ve watched the show “Mad Men,” you may have thought that you, too, could be an advertising executive, drink old fashioneds during the day, chain smoke cigarettes and come up with cool campaigns that persuade the American public to choose one brand over another with a snappy slogan.

Well slow your roll, Nancy.

Mad Men made advertising look easy because it was easier back then.

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Legal marketing: How one law firm’s blog has attracted new clients and generated business [video]

June 6, 2018

RepInk-blog-LegalMktg

If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an attorney who has always wondered if a blog is worth the effort. You might be a law firm marketing manager looking for validation that blogging actually works. Maybe you’re a professional services marketer looking for ideas.

Here’s the thing: No matter who you are, blogging is hard work. It requires a significant time investment. It’s a long game, not an overnight miracle-worker. But it works.

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3 PR takeaways from Cision’s 2018 ‘Global State of the Media’ report

May 8, 2018

RepInk-blog-CisionReport

Nowadays, the media is the news. With a president who calls the media “fake news” and an overwhelming supply of competing content online, the news industry has been under rapid transformation and intense scrutiny like no other profession in past years.

However, the media — and the public relations profession — are winning.

One stunning proof point: The digital paywall business of “the failing New York Timesis growing as fast as Facebook and faster than Google. Its online subscription sales jumped 46 percent in 2017 to $340 million, and digital ad sales rose 14 percent to $238 million. Subscriptions now make up 60 percent of the news organization’s total revenue.

It’s an interesting time to be in PR.

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4 reasons marketers must shift toward a ‘knowledge extraction’ mindset

May 2, 2018

RepInk-blog-Extraction

Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change.

Knowledge extraction is basically that — extracting knowledge from your subject-matter experts (SMEs). It’s a specialized skill when done right, and it’s imperative for effective business-to-business and professional services marketing. Here’s why:

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7 ways to overcome content marketing’s biggest challenge: just getting it done

April 24, 2018

RepInk-blog-7waysChallenge

We’ve all heard it before:

“I just can’t get my subject-matter experts to give me the information I need.”

“We would do content marketing, but we can never find the time — we’re too busy focused on billable work.”

I get it. Content marketing takes time. It’s the reason I have a viable business, after all.

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

April 17, 2018

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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Crisis PR and the FIU bridge collapse: 8 ways to prepare your AEC firm for the worst

March 30, 2018

8 crisis PR tips

“By the time you hear the thunder, it’s too late to build the ark.” —Unknown

It’s everyone’s worst nightmare in the architecture, engineering and construction industry: a catastrophic incident with multiple fatalities, and your company is on the line.

That’s the reality right now for FIGG Bridge Engineers and MCM — the designer and builder, respectively, of the pedestrian bridge at Florida International University that collapsed March 15, killing six and injuring 10 others.

The focus now is on honoring the lives lost, determining what led to the collapse and ultimately holding anyone negligent accountable. However, the incident is a reminder of how incredibly important it is for AEC public relations professionals to prepare to respond to such worst-case scenarios.

While every situation is unique, and the experience of a crisis PR professional is invaluable during an event, here are eight ways you can prepare now to protect your firm’s reputation as much as possible in the event the worst happens.

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3 simple ways law firms can promote litigation wins

March 19, 2018

RepInk-blog-LitigationWins (1)

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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