Navigating the AI revolution: What you need to know if your marketing agency uses AI

September 30, 2024

Estimated reading time: 7 minutes

In an era where artificial intelligence’s (AI) influence is proliferating, many have proclaimed the obsolescence of marketing agencies — or, at the very least, the death of certain marketing functions. Can we do away with copywriters now that ChatGPT can automate copy? What about graphic designers now that Canva has Magic Design, an AI design generator?

But how much more efficient and effective does AI actually make marketing agencies? What should clients expect? And should clients be concerned about how their agencies are using AI?

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The ultimate law firm marketer holiday gift guide: 2023 edition

October 24, 2023

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. 

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

March 28, 2023

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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Architecture public relations: 6 publications every architectural firm should target to showcase projects, expertise

June 28, 2022

When prestigious architectural publications showcase an architecture firm’s work, it gives that firm an invaluable stamp of approval that can play a key role in business development. 

While these publications are read by other architects — and not necessarily by clients — the coverage in these publications acts like a coveted referral from a trusted expert. It sends the message that your firm does quality work. 

While coverage in publications that clients read — like your local business journal or trade magazines such as Building Construction + Design, Medical Construction & Design and Hospitality Design (depending on your industry focus) — is also important, the strategy is different. These publications, while helping to establish your firm on your clients’ radar and demonstrate expertise in their industry, don’t provide the same cachet as publications like Architectural Record or Metropolis

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How to edit your law firm’s Wikipedia page: 3 golden rules

May 28, 2022

Just like death and taxes, if you’re a marketer, it’s inevitable that you’ll be asked to edit a Wikipedia page (or worse: create one).

It’s an understandable request given Wikipedia’s prominence on the web. The online encyclopedia continues to dominate search results due to its high-quality, up-to-date content on a vast swath of topics. Its pages are frequently referenced in links from other sites, one of Google’s predominant signals of authority. Google’s addition of snippets and knowledge graphs has further cemented Wikipedia in the top few results for nearly any given search. 

Unfortunately, errors are rampant on the site. Correcting inaccuracies, however, is not a simple matter. Any edits, especially those to business pages, have to follow certain rules in order to pass muster. If you do it wrong, there’s also a good chance you could get blacklisted permanently from the site. 

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5 ways to get more media coverage for your firm in 2022

November 16, 2021
5 Ways To Get More Media Coverage For Your Firm In 2022

If your 2022 goals include increasing awareness of your law firm, becoming a well-known attorney in your practice area, or better promoting your firm’s expertise and accomplishments, media relations must be a central part of your marketing strategy. 

However, securing media coverage isn’t as simple as putting out a press release. It takes a focused, dedicated effort and a deep understanding of how the media works. Here are five ways to get more media coverage for your law firm in 2022:

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11 ways attorneys can improve their chances of securing speaking engagements

September 13, 2021
11 ways attorneys can improve their chances of securing speaking engagements

Several years ago, I set out to become an industry speaker to promote Reputation Ink’s law firm public relations services to prospective clients. I’ve now spoken to many professional organizations at the local, regional and national levels and can attribute those speaking engagements to winning several new accounts.

Securing speaking engagements may be one of the most effective ways for attorneys to showcase their knowledge and get in front of prospective clients. However, the higher-profile speaking engagements are competitive and are often monopolized by just a few of the top professionals in any given industry. That’s why you must work hard to stand out.

Here are the lessons I’ve learned in my own process of securing speaking opportunities that any lawyer can use to book their own gigs.

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Why you should focus your marketing on one (or a few) industries

August 2, 2021
Why you should focus your marketing on one (or a few) industries

This article originally appeared in DRI’s The Voice.

We’ve all heard the age-old adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” There’s a lot of truth behind this quote: it can be difficult to know where you should invest your marketing dollars. Should you invest in media relations? Social media? SEO? Videos? Email newsletters? Webinars? Speaking at events? There’s a lot you can do, but what’s going to make the most impact?

When working with clients facing this question, I often advise them to pick an industry (or two or three, depending on the firm’s size and budget) and focus their marketing efforts there. Here’s why:

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Why podcasting is an introverted lawyer’s dream networking tool

May 30, 2021
Why Podcasting Is an Introverted Lawyer’s Dream Networking Tool

The last time I went to a networking event (over a year ago thanks to COVID-19), I remember sitting in my car and giving myself a pep talk. “This is a party. Go inside and enjoy it. This is a party. Go inside and enjoy it,” I repeated over and over again to myself. 

While I’m the life of a party when I’m with my friends, I loathe networking events and dread small talk. Instead, I enjoy substantive conversations and don’t know how to achieve meaty, engaging discussions with people I don’t know very well. Thus, the topics stay in the weather and cute-things-my-dog-did-today categories. I inevitably go home exhausted and dreading the next time I have to discuss the weather with strangers while snacking on a charcuterie board. 

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

May 6, 2021
Why law firms need to know about the ‘excess share of voice’ rule

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).

Read more »

 
 
  • About the Author
    Michelle Calcote King

    Michelle Calcote King is an award-winning marketer with nearly 20 years of expertise in all things marketing, content, media and public relations. Specializing in highly complex industries, she leverages superior writing skills, media savvy and a love of all things digital to move her clients' businesses forward.

    Read my full bio or connect with me on LinkedIn.

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