Differentiate your law firm marketing with personality and a unique voice

May 22, 2019

Differentiate your law firm marketing with personality and a unique voice

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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8 ways to get people to sign up for your newsletter

May 16, 2019

8 ways to get people to sign up for your newsletter

Want the good news or the bad news first?

Let’s go with the good news: Email marketing is incredibly effective for B2B companies and professional services firms.

And now the bad news: Your email list degrades by about 22.5% every year. People change jobs, unqualified leads unsubscribe and others disengage after emails get trapped in spam folders.

I’m no mathematician, but with a churn rate of 25%, if you don’t grow your email list, you’ll be left with just you and your grandma reading your emails in a few short years.

Here’s more good news (you just got served a shit sandwich): There are lots of ways to grow your email list, and I’ve helpfully summarized them for you below.

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Law firm diversity: How to showcase your efforts (and not be fake)

May 7, 2019

How to showcase your law firm diversity (and not be fake)

The issue of diversity in the modern law firm is a hot issue right now, and rightfully so: Recent figures from the National Association for Law Placement (NALP) show that in 2018, just one in five equity partners were women (19.6%) and only 6.6% were racial/ethnic minorities.

And just earlier this year, the all-white partner class at an elite law firm stirred a national debate on law firm diversity, including in-depth coverage in The New York Times. (Yeah, you can’t exactly sweep them under the rug.)

This conversation has left numerous managing partners, diversity committees and legal marketers asking:

  • Just how diverse is our firm?
  • Do we do enough to showcase our diversity?
  • What does diversity truly mean at its core?

Spoiler alert: Simply having an inactive “diversity committee” isn’t enough.

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Lessons from the 2019 Legal Marketing Association Annual Conference

April 12, 2019

This week, more than 1,500 attendees gathered in Atlanta, Georgia, for the 2019 Legal Marketing Association Annual Conference. I try to attend the conference every year, as it’s one of the best networking and educational opportunities in the legal marketing profession.

While I couldn’t attend every session (I’m good, but I ain’t that good), I wanted to give you a brief overview of three sessions covering three different, but critical topics: diversity, economic trends and marketing technology.

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How a former journalist can take your PR strategy to the next level

April 2, 2019

How a former journalist can take your PR strategy to the next level

Let’s not sugarcoat it: Journalists and public relations professionals don’t always get along. But, both camps play an important role in the world of communications, and oftentimes one’s job can depend on the other.

If your business is looking to grow its presence and revenue through earned media and public relations, who better to help than someone who’s played for both teams?

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What’s old is new again: Why earned media is rising in importance

March 19, 2019

As digital media companies like BuzzFeed, Vox and Vice have recently lost web traffic and made staff cuts, The New York Times has grown to a record 4.3 million digital and print subscribers while expanding its newsroom to 1,600 journalists, the largest count in company history.

Wait, I thought old-school news organizations were dying? What gives?

Here’s the reality: In a world of fake news (the actual kind), disinformation, bots and social media echo chambers, people are turning to traditional media outlets more than ever for information they can trust.

So what does this have to do with you, the business-to-business (B2B) or professional services marketer?

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6 ways to get the most from your public relations agency [updated]

March 5, 2019

If you’ve ever worked with a public relations agency — or any consulting firm or professional services provider for that matter — you know that the outcomes can widely differ. There are many, many PR firms out there, and their level of expertise, experience and ability to consistently deliver results varies greatly.

But let’s say you lucked out and hired a high-quality public relations agency (yes, that hyperlink is to us… wink, wink). What’s your role in ensuring the success of the relationship?

It’s pretty significant.

As with most things in life, you get back what you put in. A successful PR initiative requires investment — not just the cost of the PR agency, but your own time and expertise.

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Why B2B marketers can’t afford to ignore email marketing

February 19, 2019

If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).

To put it in a way your CEO will understand, if your B2B company is not engaging in email marketing — including email newsletters, drip campaigns, lead nurturing emails, prospecting and promotional emails — your client acquisition and retention will suffer.

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The top 9 media mistakes lawyers make

February 12, 2019

The top 9 media mistakes lawyers make

A solid public relations strategy is an essential part of a savvy legal marketer’s arsenal.

PR is a unique and powerful tool unlike other marketing efforts because it offers third-party validation: When a lawyer is quoted in an online news story, appears as a pundit on a news show or publishes something in an industry trade journal, that establishes his or her credibility in front of potential clients.

A lot of effort goes into securing that perfect PR opportunity: targeting relevant media outlets, pitching an attorney as a knowledgeable source and landing the interview. So it makes sense for lawyers to be prepared every time they jump on a call with a reporter or sit down for a broadcast interview in order to get the most out of it. This includes knowing the most common pitfalls when attorneys interact with journalists.

Here are some of the top media mistakes we’ve seen lawyers make in the past, and how to avoid them.

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