Content and legal marketing, marketing & public relations agency

Jan

How law firm marketers can use client testimonials ethically

January 29, 2020

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Referrals and relationships are the lifeblood of law firm marketing and business development. Thus, it makes sense that law firms request and promote client testimonials, endorsements and reviews. Instead of saying how great you are, let a client say it for you. What’s more powerful than that?

Unfortunately, it’s not that simple in the legal world, which is governed by rules of professional conduct that vary from state to state.

A majority of states have adopted the American Bar Association’s (ABA) Model Rules of Professional Conduct in various forms, including Rule 7.1 on Communications Concerning a Lawyer’s Services.

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Jan

How to comply with attorney advertising ethics rules (without going crazy)

January 21, 2020

by: Michelle Calcote King in Law , Marketing strategy , Content marketing , Lead generation

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Let’s say you’re a marketer at a regional law firm, with offices in six states. Being a consummate professional, you know that the legal profession is governed by ethics rules, which vary state by state, but are all based on (but not identical to) the American Bar Association’s (ABA) Model Rules of Professional Conduct.

Among many other things, the rules cover all forms of advertising, from the content on your website to social media and blogging. However, they are:

Different for each state
Written by lawyers, for lawyers
Frequently updated

So, how do you market your law firm while complying with all these aggravating rules?

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Jan

Four 2020 legal marketing trends we’re watching

January 7, 2020

by: Michelle Calcote King in Law , Marketing strategy

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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).

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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May

Law firm diversity: How to showcase your efforts (and not be fake)

May 7, 2019

by: Steven Gallo in Law , Marketing strategy

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The issue of diversity in the modern law firm is a hot issue right now, and rightfully so: Recent figures from the National Association for Law Placement (NALP) show that in 2018, just one in five equity partners were women (19.6%) and only 6.6% were racial/ethnic minorities.

And just earlier this year, the all-white partner class at an elite law firm stirred a national debate on law firm diversity, including in-depth coverage in The New York Times. (Yeah, you can’t exactly sweep them under the rug.)

This conversation has left numerous managing partners, diversity committees and legal marketers asking:

Just how diverse is our firm?
Do we do enough to showcase our diversity?
What does diversity truly mean at its core?

Spoiler alert: Simply having an inactive “diversity committee” isn’t enough.

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Four 2020 legal marketing trends we’re watching

Law firm diversity: How to showcase your efforts (and not be fake)

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