How AEC employees can contribute marketing videos with their smartphones [infographic]

May 31, 2023

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one that’s with you.

So why should AEC firms care about employee-generated video content?

Glad you asked.

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Benchmark Litigation: Law firm submissions 101

March 28, 2023

Class is back in session!

It’s been a minute, but I’m back to pontificate about the wonders that are legal awards and recognitions.

Did ya miss me?

(If you’ve been studying up, you know we’ve already chatted about The Legal 500, Law360, Super Lawyers, The Best Lawyers in America and Chambers.)

Okay, with a dash more seriousness: There are pages upon pages of legal recognitions that I’m sure you get spammed with often. Some pop up on social feeds while others have a more personalized touch by sliding into your inbox and addressing you by name.

We’re here to help separate the grit from the gold.

One legal award ranking that always makes our short list is Benchmark Litigation

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Tangible ways AEC companies can reach their target audience in the metaverse

January 16, 2023

Although abstract in nature, the metaverse is transforming the universal business landscape (and by extension the marketing field) in ways that have real-world implications. Despite the burgeoning trend of using augmented and virtual reality in marketing campaigns, many corporations have been slow to adopt this new technology. In doing so, they’re neglecting an enormous group of potential clients and employees (especially those younger cohorts). According to consulting company, Metaversed, earlier this year the population of the metaverse hit a major milestone, reaching 400 million unique monthly active users. 

Being a pioneer in any field can be risky, but with great risk comes great rewards. The key for architecture, engineering and construction (AEC) firms will be to find their target audience before the market becomes saturated. Think of the metaverse as California in the 1800s. Everyone is rushing there for gold. You don’t want to be knee-deep in frigid river water, bumping elbows with all the other 49ers who missed their cue.

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What to do when a thought leader leaves your AEC firm

October 28, 2022

Ascribing authorship of an industry topic to an employee at your architecture, engineering or construction (AEC) firm comes with one glaring risk. What if they leave? That happens. In fact, according to U.S. Bureau of Labor statistics, it happens often. The median tenure for architecture and engineering occupations is just 5.2 years, a little higher than the average wage and salary worker. 

While it may be tempting to publish thought leadership articles under your company’s name or a made-up moniker like “Construction Chip” to avoid the problem altogether, there is a benefit to having a visible expert. 

Clients trust original content presented by an individual more than they do information presented by a brand. In content marketing, specifically thought leadership, the idiom “put a face to the name” proves helpful, and companies benefit when their employees raise their own profile. However, if one of your company’s thought leaders decides to end that mutually beneficial relationship, don’t panic. Here’s what you should do instead:

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A legal tech professional’s guide to the media you must know: The bloggers and media outlets

September 30, 2022
Securing coverage in trusted media outlets will help build your case before notoriously selective lawyers and other legal tech purchasers.

It has never been a better time to be in legal technology. As the billable-hour model confronts continual client backlash, law firms and in-house counsel are more eager than ever to streamline their work with the right technology. Law firm partners are also seeking new ways to leverage technology to expedite discovery work, create compelling trial presentations and maximize profits.

Through legal transformation, the process of leveraging technology, outsourcing and other tools to “transform” the way legal tasks are done, companies and law firms have been able to realize cost savings across the board by automating traditionally manual processes — all while helping counsel both outside and in-house focus their legal acumen on more pressing, high-risk matters.

It does not matter if you’re an eDiscovery company, contract lifecycle management (CLM) provider, e-sign processor, or Web 3.0 application developer; there is space for your company to grow and compete in a rapidly growing niche that already sports several multibillion-dollar unicorns. However, companies and startups entering the legal field will find that the very lawyers they are targeting care about the same selling points: each company’s reputation and ability to create value. 

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Super Lawyers: Law firm submissions 101

March 2, 2022

After a brief hiatus to cover all things LinkedIn company pages, we’re returning our focus to our “law firms submissions 101” series, where we review everything you need to know about the top legal rankings and awards programs. 

When we last left our heroes, we had just learned all about Chambers and the nitty-gritty details covering the lengthy submission process, as well as the ins and outs of Best Lawyers.

This month we are investigating (dramatic drum roll pleaseeeee) Super Lawyers!

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How to build a following on your law firm’s LinkedIn company page (part 2 of 2)

February 8, 2022
How to build a following on your law firm’s LinkedIn company page (part 2 of 2)

This is the second installment in a two-part series focused on improving engagement for company pages on LinkedIn. Click here to read the first part of the series.

By now, you’ve got a solid understanding of LinkedIn’s picky algorithm and you’re laying the groundwork for a robust employee advocacy plan. But if you want to become a true LinkedIn master, you need to understand how to optimize your content on the platform.

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How to build a following on your law firm’s LinkedIn company page (part 1 of 2)

January 6, 2022
How to build a following on your law firm’s LinkedIn company page (part 1 of 2)

The importance of a strong presence on LinkedIn for law firms can’t be understated. Almost anyone who has a job, is looking for a job, needs to hire someone for a job or is going to school to qualify for a job, is on LinkedIn. The career-oriented social media network boasts more than 774 million members, with over 57 million companies and thousands of job opportunities on every continent — including Antarctica

While LinkedIn is a great place for hiring and job-searching, it’s also a gold mine for law firms and lawyers who are looking to establish themselves as thought leaders and build their brands. According to SalesIntel, LinkedIn is responsible for 80% of all business-to-business (B2B) leads from social media. 

However, organically building a following via a LinkedIn company page isn’t easy. It’s much easier via personal pages, as people want to connect with people, not companies. 

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Why you should focus your marketing on one (or a few) industries

August 2, 2021
Why you should focus your marketing on one (or a few) industries

This article originally appeared in DRI’s The Voice.

We’ve all heard the age-old adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” There’s a lot of truth behind this quote: it can be difficult to know where you should invest your marketing dollars. Should you invest in media relations? Social media? SEO? Videos? Email newsletters? Webinars? Speaking at events? There’s a lot you can do, but what’s going to make the most impact?

When working with clients facing this question, I often advise them to pick an industry (or two or three, depending on the firm’s size and budget) and focus their marketing efforts there. Here’s why:

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The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

July 8, 2021
The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

Email marketing is the most profitable marketing channel, garnering an ROI of $42 for every $1 spent. However, if you try to start a mass marketing email campaign through your Gmail or Outlook account, you’re going to be hampered by send limits and you could even end up having your personal email or your entire organization’s domain blacklisted (more on that in a moment).

So how do firms manage to conduct email marketing campaigns that send hundreds or thousands of emails and still hang on to their online reputation? Email marketing services or email service providers (ESPs) are third-party services that handle mass marketing email sends. ESPs take a number of measures to ensure they remain whitelisted and retain agreements with internet service providers (ISPs) that allow them to send emails in bulk. 

You might be asking yourself, “Why do I need to pay extra to send emails when that’s what I do all day, every day? Why not just send each marketing email individually from my individual email address?”

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