Differentiate your law firm marketing with personality

May

Differentiate your law firm marketing with personality and a unique voice

May 22, 2019

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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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May

Attract the right customers with well-written personas

May 29, 2014

by: Heather Kingry in B2B , Content marketing

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Personas, 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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Apr

General counsel reaffirm power of personalization in legal marketing

April 12, 2014

by: Michelle Calcote King in Law , Marketing strategy , Content marketing

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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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Mar

How to build your speaking strategy before this year’s conference season

March 26, 2024

by: Eric Pesale in Law , Marketing strategy , Lead generation

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Legalweek. ILTACON. American Bar Association (ABA) section seminars. Sector-specific conferences.

These eclectic events share two things in common: potential clients in attendance and invaluable speaking opportunities to reach them.

Leaders and professionals should consider joining the legal speaking circuit to amp up their profile and build their clientele. After all, speaking engagements are more than just additional CV bullets; they demonstrate authority and expertise to prospects.

However, lawyers and business leaders cannot expect panel invites based on reputation alone (unless they are U.S. Supreme Court justices or Fortune 500 CEOs). The average professional plebian can avoid the submission slush pile by approaching conference season like litigators: building a robust case with strong evidence of prior engagements and accomplishments.

Fortunately, a competitive submission does not need to feature a laundry list of prior speaking engagements — or any at all! What matters more is whether a speaker candidate made an effort to establish their expertise. Establishing third-party credibility through article writing, podcast appearances, smaller speaking engagements and more can give organizers the confidence and social proof they need to gamble on accomplished professionals with valuable insights.

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Feb

Keeping your emails out of the spam folder

February 27, 2024

by: Shelby Gambrell, Kevin Aschenbrenner in Law , Content marketing

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Keeping your emails out of the spam folder

Congratulations! You’ve successfully implemented an email marketing strategy to connect with your clients and prospects. Email marketing is a potent tool for getting a high return on your marketing investment.

But, wait!

Just a day after hitting ‘send,’ you receive that dreaded message: “So-and-so didn’t receive the email; it went to spam.” Even worse? Your supervisor got the email in their spam folder, causing some pointed questions about just why you’ve been spending time on this.

Don’t panic just yet.

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Dec

Touting your award wins: how to stay in compliance with legal marketing ethics rules

December 22, 2023

by: Ashton Nichols in Law , Public relations

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If you subscribe to our newsletter, then you know that we already bring you the latest and greatest award opportunities to showcase your firm’s expertise and accomplishments. But what happens when you win an award? You want everyone to know (particularly potential clients and recruits), but you might not know where to start when promoting it. Here’s how you can toot your own horn without getting slapped with a lawsuit of your own.

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Nov

Shutting the revolving door: how AEC firms can leverage marketing for employee retention

November 28, 2023

by: Marja Martinez in Marketing strategy , Architecture, Engineering and Construction

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Labor woes have the architecture, engineering, and construction (AEC) industries in a chokehold. A decreased interest in the trades has caused the pool of skilled workers to dwindle, while the number of AEC professionals entering retirement is threatening to drain the pool altogether.

The U.S. construction industry had 374,000 job openings in June of 2023, according to a recently released report by the Bureau of Labor Statistics. These dire statistics underscore the importance of retaining skilled labor and should motivate AEC firms to leverage marketing to combat the exodus.

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Oct

The ultimate law firm marketer holiday gift guide: 2023 edition

October 24, 2023

by: Michelle Calcote King in Law , Public relations , Professional services

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‘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.

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 yourself 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 colleagues and loved ones see it in case they’re at a loss for what to buy you.

Of course, printing off copies and “accidentally” leaving them lying around is also acceptable. Just as long as you circle your top choices in red ink.

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Sep

Do’s and don’ts of podcast interviews

September 14, 2023

by: Sofia Millar in Law , Content marketing , Lead generation , Architecture, Engineering and Construction , Professional services

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I love a good podcast. The ones that make me feel like the host and guest are standing in the same room are instant favorites — doesn’t matter what genre it is.

Personal entertainment aside, they’re also a fantastic business opportunity for B2B companies. Not only does running a podcast enable you to build brand awareness while creating content for your business and your guest’s, it’s also a great way to build relationships and have meaningful conversations with industry leaders and potential prospects.

But how do you do good podcasting?

I didn’t think this question would be so hard to answer when I first started producing our agency’s podcast, “Spill the Ink.” After all, I’m an avid consumer of plenty of great podcasts and have a background in production and storytelling as a former TV journalist. Why wouldn’t it be easy? While a lot of my skills were transferable, I had to come to terms with the fact that podcasts are unique pieces of content that require their own skillset.

In my opinion, one of the most important skills you can develop is learning how to conduct an interview. I won’t lie and say that this isn’t going to take a lot of trial and error. But I can at least help get you started on the basics.

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May

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

May 31, 2023

by: Ashton Nichols in Law

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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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