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).

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6 ways lawyers can use downtime to build for the future

May 21, 2020

6 ways lawyers can use downtime to build for the future

While much has been written about how to network and build business during the coronavirus pandemic, a lot of the advice has focused on short-term activities and gains. And while the recommendations are solid (as marketing and biz dev are critical during a downturn), a basic principle of marketing cannot be ignored: Marketing and business development are long-term endeavors. In professional services like the law, those who succeed are consistent over the long term with their marketing and business development.

However, marketing is time-intensive and requires the involvement of the attorneys themselves. This becomes a Catch-22 — marketers and publicists need access to lawyers’ knowledge and expertise (I call our role in the process “knowledge extraction”), while lawyers’ time is stretched thin as they meet aggressive billable targets.

That’s why, as COVID-19 disrupts every aspect of our society, I see an opportunity. While some lawyers are busier than ever in areas such as bankruptcy, healthcare, insurance, employment and cybersecurity, others aren’t faring so well, as M&A deals and court proceedings are put on hold. For those attorneys, now is the time to focus on the labor-intensive marketing activities that form the foundation of any successful practice.

Here are six ways lawyers with coronavirus-induced free time can build for the future:

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How lawyers should network during the coronavirus crisis

April 23, 2020

How lawyers should network during the coronavirus crisis

Wendy Merrill is the Founder & Chief Rainmaker of StrategyHorse Consulting Group, providing leadership, professional and business development training and support to lawyers. We talked to Wendy about how lawyers can continue to nurture and develop their networks during the coronavirus crisis.

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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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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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4 types of video B2B companies should be using in their marketing

October 19, 2017

4 types of video for B2B marketing

It’s likely your B2B company is vendita parco acquatico gonfiabile already incorporating video into its marketing efforts. If not, what are you waiting for? The majority of internet users today watch videos every single day. Not only that, but companies that use video marketing grow their revenue 49% faster than those that don’t.

Strategically produced videos can:

  • Educate your audience
  • Showcase your successes
  • Differentiate your brand
  • Drive viewers to action

But what kinds of video should you focus aufblasbare wasserrutschen kaufen on? Let’s examine four types of video you should start leveraging to grow your business.

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7 steps to developing a law firm content marketing strategy

September 27, 2017

While law firms are prolific content generators, very few firms have a documented content marketing strategy. 

According to Greentarget’s 2017 State of Digital & Content Marketing Survey, 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more. And a measly 26% of law firm marketers say they have a documented content strategy.

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Thought leadership vs. lead generation: Why legal blogging needs a strategic update

September 22, 2017

Thought leadership vs. lead generation: Why legal blogging needs a strategic update

At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more.

How to rise above this content deluge? Shift from a thought-leadership mindset to a lead-generation mindset. By doing so, law firms will be forced to become more strategic in how they reach their prospective clients, giving them the content that they want, when they want and how they want it. Because if they don’t, the proof will be in the pudding: zero leads.

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