02
Apr

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

April 2, 2019
by: in Law , B2B , Public relations , Architecture, Engineering and Construction No comments  

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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19
Mar

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

March 19, 2019
by: in Law , B2B , Public relations , Architecture, Engineering and Construction No comments  

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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05
Mar

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

March 5, 2019
by: in Law , B2B , Public relations , Architecture, Engineering and Construction No comments  

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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19
Feb

Why B2B marketers can’t afford to ignore email marketing

February 19, 2019
by: in Law , B2B , Marketing strategy , Content marketing , Lead generation , Architecture, Engineering and Construction No comments  

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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12
Feb

The top 9 media mistakes lawyers make

February 12, 2019
by: in Law , Public relations No comments  

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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15
Jan

8 common mistakes lawyers make on their blogs [updated]

January 15, 2019
by: in Law , Content marketing No comments  

 

(This post has been updated from our original 2014 post.) 

The legal industry has embraced blogging like no other. Blogging and lawyers are a natural fit — lawyers love to write, have niche expertise and need to demonstrate that expertise in a non-salesy way.

However, succeeding at blogging isn’t as simple as putting pen to paper (or fingers to keyboard). And unfortunately, many lawyers are failing.

Below are eight of the most common mistakes we see lawyers making on their blogs.

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25
Sep

How law firms can use marketing automation to enhance their client experience

September 25, 2018
by: in Law , Marketing strategy No comments  

How law firms can use marketing automation to enhance their client experience

Acquiring new clients is expensive. Depending on the study, research shows that the cost to acquire a new client is anywhere from five to 25 times the cost to retain an existing client.

Yet many law firms focus the majority of their marketing efforts on client acquisition — not client retention.

Here’s more research if you’re not convinced of the value of client retention: Frederick Reichheld of Bain & Company (the inventor of the net promoter score) found that increasing customer retention rates by 5 percent increases profits by 25 to 95 percent.

From client alerts to blog posts, webinars, educational events and more, law firms are investing heavily to demonstrate their attorneys’ expertise and attract the right clients. How can these efforts be leveraged to enhance the client experience?

Enter marketing automation.

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06
Jun

Legal marketing: How one law firm’s blog has attracted new clients and generated business [video]

June 6, 2018
by: in Law , Content marketing , Video marketing No comments  

RepInk-blog-LegalMktg

If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an parco gonfiabili attorney who has always wondered if a blog is worth the effort. You might be a law firm marketing manager looking for validation that blogging actually works. Maybe you’re a professional services marketer looking for ideas.

Here’s the thing: No matter who you are, blogging is hard work. It requires a significant time investment. It’s a long game, not an overnight miracle-worker. But it works.

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17
Apr

Legal marketers: Here’s how to get general counsel’s attention, straight from the horse’s mouth

April 17, 2018
by: in Law , Marketing strategy No comments  

Four marketing strategies are particularly effective, says panel of GCs at Legal Marketing Association conference

Law firm marketers: Want to know what works to get the attention of general counsel (GC)?

Here’s the short answer: high-quality, relevant and timely thought leadership content, in the form of client alerts, helpful articles vendita piscina gonfiabile con scivolo and speeches. In addition, well-written case studies help GCs understand your firm’s experience in solving specific problems (that they may be facing themselves).

Five GCs sat down for a panel discussion at last week’s Legal Marketing Association national conference and laid bare how they choose outside counsel, what gets their attention and how to cut through the clutter in today’s information-saturated environment.

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19
Mar

3 simple ways law firms can promote litigation wins

March 19, 2018
by: in Law , Marketing strategy , Content marketing , Public relations No comments  

RepInk-blog-LitigationWins (1)

For litigation firms and practice groups, promoting your wins can be an uphill battle. Client confidentiality, multi-year timelines, last-minute rulings, and complex legal ideas and maneuverings make litigation promotion a unique art form.

High-profile cases require proactive media relations

Sometimes, litigation is high-profile and requires a proactive, ongoing effort to manage the public narrative as litigation unfolds. In this case, your PR team builds relationships, tells your side of the story in plain language, explains complex legal ideas and builds trust with reporters covering the story.

Not all litigation is media worthy

However, not all litigation is high-profile or media worthy. Or, clients’ concerns about confidentiality prevent any kind of public relations until a favorable outcome is obtained.

In these cases, how can law firms showcase their prowess in obtaining victories on behalf of their clients and stay top of mind with prospective clients who face similar business risks?

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