26
Nov

Useful LinkedIn features B2B firms should use to enhance their marketing

November 26, 2024
by: in Law , Marketing strategy , Architecture, Engineering and Construction No comments  

Selling expertise to sophisticated audiences is professional services firms’ bread-and-butter. As such, these firms stand to benefit enormously from getting their LinkedIn strategy down pat. 

The platform has an active audience of over 1 billion professionals who want to connect and engage with content that improves their work lives. According to LinkedIn, members engage with 1.5 million pieces of content every minute, a testament to the platform’s success at fostering connection.

LinkedIn offers several features that enable businesses to exhibit, highlight and amplify their offerings and owned content to reach and convert leads. Let’s talk about how to make the most of them.

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05
Nov

Merry and bright: A blueprint for creating your AEC firm’s 2024 holiday card

November 5, 2024
by: in Content marketing , Architecture, Engineering and Construction No comments  

For architecture, engineering and construction (AEC) marketing teams, wrapping up a successful holiday card campaign feels like a sip of hot cup of cocoa on a snowy, blustery day — a comforting relief! However, developing a holiday card concept, securing firmwide support, and executing the plan can feel more like that after-shave scene in Home Alone. You know the one.

via GIPHY

While you may be tempted to send a quick email with an AI-generated image of elves, a wreath, and some mistletoe, that isn’t the personal touch your clients and business partners will melt over. Holiday cards give AEC firms the chance to express their gratitude for the support and collaboration received throughout the year. They can also communicate your company’s values. You don’t have to overcomplicate it but don’t phone it in.

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31
Oct

Attorney bios are a business development tool. Here’s how to use them

October 31, 2024
by: in Law , Content marketing No comments  

It’s probably one of the first things you handle when a lawyer joins your firm, but our guess is that most attorney bios haven’t received much love since then. 

Hey, we’re not here to judge. We know the attorneys have been busy doing all the stuff they were hired to do. The thing is, that bio is one of the most important marketing tools your firm has. Done right, it can be a passive business development asset, drawing in potential clients and contacts without lawyers having to lift a finger.

Attorney bios are among the most frequently visited pages on a law firm’s website, used by decision-makers to compare and contrast firms and gauge attorney skills and compatibility. If a prospective client is looking at your firm’s bio pages, you’re halfway there, but you will lose them with unengaging, complicated or outdated copy.

Your attorneys know how their training and experience have shaped them into the professionals they are today and how that makes them an invaluable resource to clients. But do their pages tell that story? 

Here are five secrets to crafting attorney bios that resonate.

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15
Oct

October law firm rankings, lists, awards and PR opportunities

October 15, 2024
by: in Law , Public relations No comments  

As a Floridian who somehow dodged another major hurricane this month, I can’t help but think of all those who didn’t. To everyone in the Southeast affected by Helene and Milton, I hope you and your families are OK and can get back to normal as soon as possible. And while deadline extensions are never guaranteed, you might consider requesting one if your firm was badly affected. 

In the coming months, look out for changes at ALM, which will be reorienting how it presents its content. In an October Law Firm Media Professionals panel, editors explained that regional publications will remain a priority while ALM also integrates content from Law.com’s national and international desks on relevant beats like the business of law, litigation and in-house counsel. 

Now, here are the legal PR deadlines we don’t want you to have nightmares about during spooky season:

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14
Oct

October AEC firm rankings, lists, awards and PR opportunities

October 14, 2024
by: in Public relations , Architecture, Engineering and Construction No comments  

There are so many spooky puns sprinting into my brain right now, it’s scary.

Instead of sprinkling fun wordplay all over this intro, let me tell you a real-life haunting tale.

I have been with Reputation Ink for eight years now and I’ve felt real fear in my bones approximately four times. Each of those times has been centered around the thought of, “Did I miss that deadline? No! Maybe? I’m scared to look … WHEW.”

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30
Sep

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

September 30, 2024
by: , in Law , Marketing strategy , Architecture, Engineering and Construction No comments  

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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17
Sep

September law firm rankings, lists, awards and PR opportunities

September 17, 2024
by: in Law , Public relations No comments  

Behold! Something that isn’t about the U.S. presidential election. Drink it in. Let it swirl around your mind until the bad taste is gone. Read it twice if you need to. 

As we traverse pumpkin spice season, the former Starbucks barista in me is experiencing PTSD, but the rest of me is thrilled. As January’s less intense, flannel-wearing cousin, September is a month of fresh starts and back-to-school energy — and that applies to many legal awards, too.

One such publication gearing up for a new cycle is The Legal 500, which recently hosted a meet-the-editors webinar to demystify its research process, referee requirements and submission essentials ahead of the November 20 deadline.

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16
Sep

September AEC firm rankings, lists, awards and PR opportunities

September 16, 2024
by: in Public relations , Architecture, Engineering and Construction No comments  

Thank goodness we made it to autumn! (She says while watching the thermostat hit 88 degrees.)

I think we can all agree that the end of Q3 is when things start sprinting toward the new year. All of a sudden we’re developing 2025 budgets, planning conference attendance and ironing out new goals.

If more ink for your architecture, engineering and construction firm sits on the top of your goals for 2024 and 2025, we’re happy to help. We keep an eye on all things AEC, and below are the opportunities we believe to be worth your time.

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28
Aug

These 12 AI tools can help professional services firms create thought leadership content

August 28, 2024
by: in Law , Content marketing , Architecture, Engineering and Construction No comments  

Ah, the blank page. It’s been taunting humans ever since we invented writing. The desire to fill it can be strong, but, oh, the excruciating frustration of actually putting pen to paper — or hands to keyboard. 

We can’t all lock ourselves in a remote cabin with nothing but a feather quill and log fire in order to create fantastic content. That’s especially true if you’re running a law practice, architecture, engineering and construction (AEC) firm or any other professional services business. Clients are gonna client, and billable work must take priority.  

However, there is unique value in creating regular, insightful thought leadership content. When done right, it can set your firm apart, demonstrate its authority in an industry, build trust with new prospects and keep existing clients engaged. 

With the support of artificial intelligence (AI), tasks such as idea generation, research, writing and editing can be streamlined. The key is not to automate the entire process but to be strategic about what you outsource to AI and what you continue to do the old-fashioned way. 

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12
Aug

August law firm rankings, lists, awards and PR opportunities

August 12, 2024
by: in Law , Public relations No comments  

Not sure if you’re hip enough to use the term “brat summer?” I’m here to tell you that you are — especially if you’re spending August pursuing awards, rankings and PR opportunities for law firms. The submission process can feel messy, complex and even unstable at times, but it’s powered by unapologetic confidence and badass accomplishments. That IS brat, my friend.

Speaking of the younger generation, several hundred of them have responded to Law360’s summer associates survey. The first of its two-part report found that a firm’s reputation and the culture it advertised were among the most important criteria for choosing a summer associateship. Just saying. Also, the no. 1 resource that respondents said they used to inform their decisions was the firm’s website, so make sure those bios and practice pages are looking sharp!

Here are the legal PR opportunities that are in full bloom this month:

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