23
Jan

The power shift: What legal marketers can learn from the 2024 election

January 23, 2025
by: in Law , Marketing strategy , Public relations No comments  

The 2024 U.S. presidential election vividly illustrated a significant shift in media consumption and, more specifically, who people trust for information and news. For the first time in American history, presidential nominees and their running mates leveraged podcasts more than mainstream media to reach voters, reflecting broader changes in how younger generations access and engage with information.

This transformation is not limited to politics. It’s reshaping the legal landscape as well. Legal marketers who want to remain a trusted source for their audience need to pay attention to the media landscape shift and adapt their marketing and PR practices to become an “influencer” to reach their ideal clients.

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23
Jan

The power shift: What AEC marketers can learn from the 2024 election

January 23, 2025
by: in Marketing strategy , Public relations , Architecture, Engineering and Construction No comments  

The 2024 U.S. presidential election vividly illustrated a significant shift in media consumption and, more specifically, who people trust for information and news. For the first time in American history, presidential nominees and their running mates leveraged podcasts more than mainstream media to reach voters, reflecting broader changes in how younger generations access and engage with information.

This transformation is not limited to politics. It’s reshaping the B2B landscape as well. B2B marketers who want to remain a trusted source for their audience need to pay attention to the media landscape shift and adapt their marketing and PR practices to become an industry “influencer” to reach their ideal clients.

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13
Jan

Top B2B marketing trends for professional services in 2025

January 13, 2025
by: in Law , B2B , Marketing strategy , Architecture, Engineering and Construction , Professional services No comments  

I wrote a predictions blog post in early 2020, but nowhere in that post were the words COVID-19, murder hornets or Black Lives Matter protests. Suffice it to say, that’s the last time I’ll ever write a blog post predicting anything. Instead, I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this year.

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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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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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26
Mar

How to build your speaking strategy before this year’s conference season

March 26, 2024
by: in Law , Marketing strategy , Lead generation No comments  

Legalweek. ILTACON. American Bar Association (ABA) section seminars. Sector-specific conferences. 

These eclectic events share two things in common: potential clients in attendance and invaluable speaking opportunities to reach them.

Leaders and professionals should consider joining the legal speaking circuit to amp up their profile and build their clientele. After all, speaking engagements are more than just additional CV bullets; they demonstrate authority and expertise to prospects.

However, lawyers and business leaders cannot expect panel invites based on reputation alone (unless they are U.S. Supreme Court justices or Fortune 500 CEOs). The average professional plebian can avoid the submission slush pile by approaching conference season like litigators: building a robust case with strong evidence of prior engagements and accomplishments.

Fortunately, a competitive submission does not need to feature a laundry list of prior speaking engagements — or any at all! What matters more is whether a speaker candidate made an effort to establish their expertise. Establishing third-party credibility through article writing, podcast appearances, smaller speaking engagements and more can give organizers the confidence and social proof they need to gamble on accomplished professionals with valuable insights.

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28
Nov

Shutting the revolving door: how AEC firms can leverage marketing for employee retention

November 28, 2023
by: in Marketing strategy , Architecture, Engineering and Construction No comments  

Labor woes have the architecture, engineering, and construction (AEC) industries in a chokehold. A decreased interest in the trades has caused the pool of skilled workers to dwindle, while the number of AEC professionals entering retirement is threatening to drain the pool altogether. 

The U.S. construction industry had 374,000 job openings in June of 2023, according to a recently released report by the Bureau of Labor Statistics. These dire statistics underscore the importance of retaining skilled labor and should motivate AEC firms to leverage marketing to combat the exodus. 

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23
Oct

Looking for a marketing and PR agency? Consider niche AEC specialists

October 23, 2023
by: in Marketing strategy , Public relations , Architecture, Engineering and Construction No comments  

If your company or firm’s marketing team needs a little extra help, or you’re starting from scratch and want to build brand awareness and credibility for your business, hiring a marketing and public relations agency can be a game-changer. 

Maybe you’ve already decided to hire an agency and have begun your search, but how do you find one that is right for your firm? Instead of turning to a jack of all trades who reinvents the wheel with every new client, consider hiring an industry specialist agency. 

This kind of agency (you may already know one!) focuses on one or a few particular sectors, such as the architecture, engineering and construction (AEC) industry (we work with legal clients, too). Because these agencies typically represent clients in only a few focused industries, they offer a level of insider knowledge and experience compared to one representing a grab bag of clients with various needs and nuances. 

So, what are the benefits? 

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28
Mar

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

March 28, 2023
by: in Marketing strategy , Content marketing , Architecture, Engineering and Construction No comments  

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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09
Mar

What legal marketers should know about Google’s ‘helpful content’ algorithm update

March 9, 2023
by: in Law , Marketing strategy , Content marketing No comments  

Google recently launched a “helpful content” update to its search algorithm to prioritize unique and thorough content for its users. In addition, it will now automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful. When Google identifies what it considers deficient pages and websites, it automatically moves them to the bottom of the search results. Think of it as a way for the search engine to separate the wheat from the chaff in the infinite web of information (and misinformation) that is the internet. 

For those in legal marketing and thought leadership, the update could mean fewer users will see your content if it’s not up to snuff. Cue the panic amongst content creators and SEO marketers.

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