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14
Mar

How law firms should communicate about coronavirus

March 14, 2020
by: in Law , Marketing strategy , Public relations , Professional services No comments  

Unless you’re living under a rock (which might be a good place to be right now), you know we are living through a global pandemic, as the novel coronavirus, or COVID-19, spreads throughout the world. 

While this isn’t a time to panic, it is a time for thoughtful, deliberate action. While I can’t provide technology, human resources or other operational advice, there are some crisis communications best practices that are helpful to remember when considering your firm’s approach to communicating about the virus. 

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04
Mar

Meet the Legal Media: Angel Coker, The Birmingham Business Journal

March 4, 2020
by: in Law , Marketing strategy , Public relations No comments  

Meet the Legal Media: Angel Coker, The Birmingham Business Journal

Name any major metropolitan area in the United States and it more than likely has a local edition of the American City Business Journals. Birmingham, Alabama is no exception. The Birmingham Business Journal keeps local entrepreneurs and professionals up to date on the trends and issues that affect their bottom line. 

While not every Business Journal has a dedicated legal reporter, most have someone covering law firms as part of their beat. For the Birmingham Business Journal, that’s Angel Coker. She joined the publication two years ago. Before that, she was an editor at a small paper in Mississippi, and also worked at the Tuscaloosa News for three years. 

We asked Angel about her beat, how she finds sources and story ideas and what she’s looking for when working with law firm marketing and PR folks. 

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20
Feb

Meet the Legal Media: Rebekah Mintzer, Bloomberg Law

February 20, 2020
by: in Law , Marketing strategy , Public relations No comments  

Meet the Legal Media: Rebekah Mintzer, Bloomberg Law

Bloomberg Law is known for its coverage of the business of law, particularly Big Law. It has become a go-to source for information on the legal industry as a whole, as well as specific practices with newsletters published under the Bloomberg Industry Group banner. 

Rebekah Mintzer is a Deputy Team Leader with Bloomberg Law. For our Meet the Legal Media series, we asked about how she finds sources and story ideas, her preferences for working with law firm PR professionals and what tips she might share for getting coverage. 

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10
Feb

Legal marketing ethics: How specific can a law firm get with targeted social media advertising?

February 10, 2020
by: in Law , Marketing strategy , Content marketing , Public relations No comments  

Legal marketing ethics: How specific can a law firm get with targeted social media advertising?

Law firm advertising and social media. These two subjects are complicated enough on their own, not to mention when you put them together.

Unlike radio ads and the Yellow Pages of yesteryear, today’s social media platforms allow marketers to appeal to users in a more targeted and personal way than ever before.

But how much is too much? And where does that leave law firms?

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07
Jan

Four 2020 legal marketing trends we’re watching

January 7, 2020
by: in Law , Marketing strategy No comments  

Four 2020 legal marketing trends we’re watching

It’s hard to fathom that it’s 2020. Where the heck did a decade go? I guess it’s true — time flies when you’re having rum (maybe that’s just me). 

Four 2020 legal marketing trends we’re watching

And, yes, we know you’re just now recovering from the holiday season, which can be a blur of budget planning and executing holiday marketing ideas. But, as we jump start this new decade, it’s time to get ready for what’s next. 

For 2020 there are four trends that have caught our attention: the growth of niche marketing, an emphasis on consistency, the rebirth of LinkedIn and the continued dominance of email as an essential content channel. 

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20
Nov

Spread the cheer! How to do holiday marketing the right way for B2B and professional services

November 20, 2019
by: in Law , B2B , Content marketing , Public relations , Architecture, Engineering and Construction No comments  

Spread the cheer! How to do holiday marketing the right way for B2B and professional services

Ah, the holidays. A time when we’re surrounded by warm wishes, those we love — and a never-ending sales pitch to get us to spend, spend, spend. The holiday fervor seems to start earlier every year, too (I swear I saw toy Santas alongside the American flags in one store this past July 4th). 

This is the noisiest time of year in consumer marketing, with brands of all kinds clamoring for attention. So why would B2B companies and professional services firms — which have much different sales cycles — choose to enter that fray? Wouldn’t it be best to just lie low and go big in January?

Unfortunately, that would mean disappearing from view for weeks, maybe even a couple of months. In today’s connected environment, that can be a death blow when you’re trying to maintain a consistent brand. 

Done tactfully and in line with the spirit of the season, holiday marketing for B2B companies and professional services firms can help you maintain awareness while leaving a warm feeling behind that clients and prospects will remember all year long. 

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24
Oct

Boo! Five scary pitfalls to avoid during law firm marketing budget season

October 24, 2019
by: in Law , Marketing strategy No comments  

Boo! Five Scary Pitfalls to Avoid During Law Firm Marketing Budget Season

*Foreboding, creepy music plays*

Our law firm marketer hero is alone in the office, at her desk. Everyone else went home hours ago. It’s deathly silent, aside from the echoing sound of her keystrokes as she sets up tomorrow’s social media posts on Buffer. She’s just about done. She can go home after a long day of helping build the financial future of her firm.

*Ping*

An email? At this hour? Annoyed, she switches windows to look at the offending message. Annoyance morphs slowly into creeping dread and then abject horror as she reads the name of the sender and the subject line. 

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24
Sep

From blah to ah-ha! How to write law firm case studies that win new business

September 24, 2019
by: in Law , Content marketing No comments  

From Blah to Ah-Ha! How to Write Law Firm Case Studies That Win New Business

This post was first published on Law Journal Newsletters.

Visit any law firm’s website and you’ll find bulleted lists of representative matters and deals that look like this:

  • Represented leading international retailer and several of its officers and directors in securities class action and shareholder derivative suits.
  • Represented an investment fund in connection with a $500 million secured credit facility.

This might be the most wasted opportunity in the land of wasted opportunities called Law Firm Marketing. While laundry lists of every single matter an attorney has ever touched may be helpful on a resume, it’s much less effective for law firm marketing goals. 

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