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Legal marketing ethics: How specific can a law firm get with targeted social media advertising?

February 10, 2020

Legal marketing ethics: How specific can a law firm get with targeted social media advertising?

Law firm advertising and social media. These two subjects are complicated enough on their own, not to mention when you put them together.

Unlike radio ads and the Yellow Pages of yesteryear, today’s social media platforms allow marketers to appeal to users in a more targeted and personal way than ever before.

But how much is too much? And where does that leave law firms?

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Four 2020 legal marketing trends we’re watching

January 7, 2020

Four 2020 legal marketing trends we’re watching

It’s hard to fathom that it’s 2020. Where the heck did a decade go? I guess it’s true — time flies when you’re having rum (maybe that’s just me). 

Four 2020 legal marketing trends we’re watching

And, yes, we know you’re just now recovering from the holiday season, which can be a blur of budget planning and executing holiday marketing ideas. But, as we jump start this new decade, it’s time to get ready for what’s next. 

For 2020 there are four trends that have caught our attention: the growth of niche marketing, an emphasis on consistency, the rebirth of LinkedIn and the continued dominance of email as an essential content channel. 

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The ultimate law firm marketer holiday gift guide

December 10, 2019

The ultimate law firm marketer holiday gift guide

‘Twas the night before holiday vacation, and all through the law firm, not a body was stirring — except for you, that dedicated marketing director finalizing next year’s budget. OK, maybe you’re also watching for price drops on Amazon. ‘Tis the season, after all. And, since you likely bought, wrapped and sent all the firm’s client gifts, plus dreamed up an awesome holiday e-card, isn’t it time to treat yo’ self a bit?

With that in mind, we’ve compiled the ultimate holiday gift guide for legal marketers. There’s something on this list for everyone — and you might want to share it on your social media so, you know, colleagues and loved ones see it in case they’re at a loss for what to buy you. Printing off copies and “accidentally” leaving them lying around is also acceptable. Make sure to circle your top choices in red ink.

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Spread the cheer! How to do holiday marketing the right way for B2B and professional services

November 20, 2019

Spread the cheer! How to do holiday marketing the right way for B2B and professional services

Ah, the holidays. A time when we’re surrounded by warm wishes, those we love — and a never-ending sales pitch to get us to spend, spend, spend. The holiday fervor seems to start earlier every year, too (I swear I saw toy Santas alongside the American flags in one store this past July 4th). 

This is the noisiest time of year in consumer marketing, with brands of all kinds clamoring for attention. So why would B2B companies and professional services firms — which have much different sales cycles — choose to enter that fray? Wouldn’t it be best to just lie low and go big in January?

Unfortunately, that would mean disappearing from view for weeks, maybe even a couple of months. In today’s connected environment, that can be a death blow when you’re trying to maintain a consistent brand. 

Done tactfully and in line with the spirit of the season, holiday marketing for B2B companies and professional services firms can help you maintain awareness while leaving a warm feeling behind that clients and prospects will remember all year long. 

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Boo! Five scary pitfalls to avoid during law firm marketing budget season

October 24, 2019

Boo! Five Scary Pitfalls to Avoid During Law Firm Marketing Budget Season

*Foreboding, creepy music plays*

Our law firm marketer hero is alone in the office, at her desk. Everyone else went home hours ago. It’s deathly silent, aside from the echoing sound of her keystrokes as she sets up tomorrow’s social media posts on Buffer. She’s just about done. She can go home after a long day of helping build the financial future of her firm.

*Ping*

An email? At this hour? Annoyed, she switches windows to look at the offending message. Annoyance morphs slowly into creeping dread and then abject horror as she reads the name of the sender and the subject line. 

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From blah to ah-ha! How to write law firm case studies that win new business

September 24, 2019

From Blah to Ah-Ha! How to Write Law Firm Case Studies That Win New Business

This post was first published on Law Journal Newsletters.

Visit any law firm’s website and you’ll find bulleted lists of representative matters and deals that look like this:

  • Represented leading international retailer and several of its officers and directors in securities class action and shareholder derivative suits.
  • Represented an investment fund in connection with a $500 million secured credit facility.

This might be the most wasted opportunity in the land of wasted opportunities called Law Firm Marketing. While laundry lists of every single matter an attorney has ever touched may be helpful on a resume, it’s much less effective for law firm marketing goals. 

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What to do when the media gets it wrong

July 17, 2019

What to do when the media gets it wrong

You carefully craft a press release. You go through rounds of internal edits and approvals. The quote is massaged more than LeBron James’ ego. You send it out to the media… and the published story is chock-full of errors.

Sigh.

Unfortunately, this scenario is becoming all too common. In today’s web-driven, social media-centric news landscape, some journalists value being first more than being accurate. Reporters are forced to do more with less, crank out stories faster than ever before and are increasingly focused on clicks and views at the expense of solid, introspective reporting.

At the same time, misinformation now spreads faster than measles at an anti-vaxxers convention. And, once people are exposed to misinformation, it’s incredibly difficult to remove its influence. As the saying goes, mud sticks. So what can you do if the media gets your facts wrong?

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13 blogs legal marketers should follow

July 2, 2019

13 blogs legal marketers should follow

I love a good Stephen King book — and not just because I’m into spooky stories and horror movies. The man can write. He knows how to develop characters, build suspense and illuminate intricacies of the human condition.

Like a lot of things in life, great writing comes with practice and learning from others.

King’s advice? “If you want to be a writer, you must do two things above all others: read a lot and write a lot.”

So, if you want to be a better legal marketer and produce results that get noticed by your supervising attorneys, don’t stop learning. Stay current by following thought leaders and reading blogs that share what’s new and what’s next in legal marketing.

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