Marketing Advice

Managing your law firm’s reputation is a crucial aspect of operating in today’s digital landscape. In my experience, I’ve come to understand that reputation management isn’t just about responding to online reviews or monitoring social media mentions. It’s about actively shaping how your firm is perceived by potential clients, peers, and even competitors. With so many platforms where people can discuss your firm—Google, social media, legal directories—it can feel overwhelming to keep track of it all. But in this article, I’ll go through several effective strategies and tools that can help. Why Reputation Management Matters for Law Firms Consider these statistics: 77% of consumers read reviews when browsing local businesses. 79% of consumers expect brands to respond within 24 hours on social media. These expectations highlight the importance of reputation management. With so many channels for feedback and reviews, it’s crucial for law firms to actively monitor and manage their online presence. What Is Reputation Management? Reputation management is the science of shaping public perception of a business—in this case, your law firm. It’s about influencing what current and potential clients think of you based on what they see online. Reputation management involves things like responding to feedback, managing your SEO to showcase positive content, and launching PR campaigns to boost visibility. When done right, it builds trust and loyalty, which I believe are key drivers for growth in any law firm. At the same time, I’ve noticed that even negative feedback can be valuable. It often highlights areas for improvement, allowing your firm to better serve its clients. What Is Brand Reputation Management? Brand reputation management focuses on how people perceive your law firm’s image. This goes beyond your firm’s logo or tagline. It’s about maintaining your professional standing on review sites, social media platforms, and search engines. Bra nd reputation management is ongoing. It’s not enough to monitor public perception—you need to act swiftly to address issues and improve your firm’s image when needed. While brand reputation and general reputation management overlap, I see a key difference: brand reputation centers on how your firm’s brand connects with clients, while reputation management includes broader aspects like operational integrity or ethical practices. Strategies for Law Firms to Manage Their Reputation Reputation management is about being proactive rather than reactive. Here are strategies I believe can help your law firm: Audit Your Online Presence: Make it a priority to ensure that all your profiles—website, social media, legal directories—are consistent and up-to-date. Monitor Client Feedback: Whether it’s Google reviews, Avvo ratings, or social media comments, it’s important to keep track of what people are saying. Responding promptly and professionally to feedback is critical. Invest in Thought Leadership: Publishing blogs, articles, or videos showcasing your firm’s expertise is a great way to build trust. Sharing insights through webinars or podcasts also positions your firm as an authority in its practice areas. Leverage Local SEO: Optimizing your website for local search terms can make your firm more visible to potential clients in your area. Focus on Client Experience: Ensuring a seamless and professional client journey—from the initial consultation to case resolution—is a non-negotiable part of reputation management. How to Build a Reputation Management Plan Building a solid reputation management plan takes effort, but I’ve found it’s worth every bit of energy. Here’s how to go about it: Research and Monitor: I’d start by tracking mentions of your firm online using tools like Google Alerts or dedicated reputation management software. This would give you a clear picture of how people perceive your firm. Develop a Response Strategy: Creating a tone guide ensures that responses to reviews and comments are consistent and professional. I’d include templates for handling common scenarios, including crisis situations. Assign Clear Roles: Having a team member or department responsible for reputation management is crucial. They’d handle ongoing monitoring and ensure the strategy stays on track. Engage Regularly: I’d make it a habit to post updates, share client success stories, and interact with followers on social media. Consistent engagement builds trust. Evaluate and Adjust: Finally, I’d continuously assess the effectiveness of the strategy and make adjustments based on feedback and analytics. Tools to Help Manage Your Law Firm’s Reputation I’ve seen how tools can make reputation management much easier. Here are a few that I recommend: Yext Reviews: Helps maintain consistent business information across platforms. ReviewTrackers: Monitors reviews from sites like Google and Facebook, sending real-time alerts. Podium: Centralizes client interactions and review management. BirdEye: Tracks reviews, monitors social media mentions, and gathers competitor insights. Key Takeaways Reputation management is an ongoing effort that requires attention, strategy, and the right tools. A strong reputation doesn’t just happen—it’s built over time through deliberate actions. By auditing your online presence, engaging with your audience, and responding to feedback thoughtfully, you can protect and enhance your law firm’s image. Take the time to craft a reputation management plan that aligns with your goals, and use it as a foundation to build trust and credibility in your market. It’s an investment that will pay off in the long run.

Getting more followers on social media may be an important goal for your law firm. That’s because a growing number of followers is a sign of expanding reach and exposure. As your firm scales, you should see a similar trend happening with your Facebook followers. We know that buying followers doesn’t really work (because those purchased contacts rarely translate to engagement). So how can your law firm cultivate more Facebook followers? Here are several ways to do so organically. 1. Devise a Facebook Marketing Strategy Develop a robust strategy that accounts for what success looks like, what content will resonate with your audience, the best ways to engage, and what you know of how competitors leverage the platform. 2. Post Consistently The more you post, the more visible you’ll be, and the more that people will have opportunities to follow you. Create a content calendar and consider investing in a third-party tool like HubSpot that can help you schedule posts. 3. Use Automation Tools to Boost Activity The more you post on Facebook, the more chances you’ll have of getting more Facebook followers. Don’t let posting fall by the wayside. Use an automation tool to set up a series of posts over the next several days in advance. 4. Optimize Your Post Timing You might have the best post ever, but if no one is around to see it, it won’t matter. Visibility is key, so make sure you’re posting at times when a lot of eyes will be on your content. Find out when your followers are most active, and post at those times. The only way to know your ideal posting time is to experiment with varying times. 5. Create Shareable Content People love to share content these days. If you create something informative, entertaining, inspiring, or just interesting, it’s more likely to be shared—which increases your reach. Note that the most shareable content is easy to digest, such as short videos, and visually appealing. 6. Engage With Your Audience People want to feel seen and heard by brands they follow. Make it a priority to interact with your followers, whether that’s answering a direct message or responding to a comment. Social media is truly about being “social”. 7. Make Sure You’ve Promoted Your Facebook Page Everywhere Direct traffic to your Facebook whenever possible, including from your website, in your email newsletter, on blog posts, and on other social media platforms. 8. Add the Facebook Icon to All Your Digital Platforms Simply say “Connect with us” and then include the social icons for the platforms you’re on. 9. Partner With Influencers Influencers and thought leaders not only offer a much larger reach than most firms have, but they also provide social proof and credibility. Try finding an influencer for an audience you haven’t targeted previously, and build a campaign to drive traffic. Followers who come from an influencer’s posts are more likely to have some level of trust already. 10. Collaborate With Another Brand Two businesses with similar audiences can benefit from working together. A co-marketing campaign could be a month-long video series, or live events or webinars hosted by both businesses. Look for companies/firms that are a natural complement to your firm, and see what you could put together that would provide value for your joint audience. 11. Join Facebook Groups Participating in relevant groups can give you direct access to your audience. If you spend time in the groups, you’ll learn more about their needs, challenges, and concerns. Remember, though: groups aren’t a place for selling. Keep activities geared toward creating authentic connections and conversations. 12. Start Your Own Facebook Group Your own Facebook group is one of the best databases you can have, similar to your own email list. These people have opted in to hearing from you and are interested in what you have to say. Again, the focus here should be on providing value and fostering a strong and helpful community. 13. Use the Facebook Insights Dashboard This area tells you how people interact with your Facebook page and posts. Use the information you find here to tell you what’s working and what needs to change. 14. Create More Video Content Video content on Facebook usually gets higher levels of engagement than pictures or text-based posts. As a result, more people will view your content. The more viewers and Facebook likes you get, the higher the chance your content will be found by potential new Facebook followers. 15. Make Sure Your Page Is Easy to Find It would be unfortunate if someone wanted to follow your page but couldn’t find it. Make things easier by using the same username across all social platforms, adding your logo and a relevant cover photo, and having a completed “About” section. 16. Don’t Be Overly Salesy Your law firm’s Facebook presence should be used to connect with your target audience and publish content that resonates with them. Followers do expect that to come with a bit of self-promotion, but too much will turn them off quickly. 17. Authenticate Your Page As social media has expanded, bots and fake profiles have become more common. That makes users reluctant to follow brands they aren’t familiar with. Request a verification badge on Facebook by filling out this form. 18. Create Customized Content Every social media platform is different, and their users are drawn to different types of content. The best performing content for law firms on Facebook is funny, entertaining, or practical. Content that humanizes your firm and showcases your community involvement also performs well. Don’t simply recycle the content you use on other channels, develop content tailored to your Facebook audience. 19. Consider Running Ads In addition to all the other tips we just mentioned, try developing ad campaigns to reach more users. You can target people based on location as well as demographics, behaviors, etc. Though there are plenty of free ways to get more followers, you can supplement them with paid ad campaigns for a well-rounded strategy. 20. Leverage Lead Magnets Utilize lead magnets to attract and engage potential followers on your Facebook page. Offer valuable resources, such as eBooks, white papers, or free consultations, in exchange for contact information. Promote these lead magnets through engaging posts that highlight their benefits. This strategy not only encourages more users to follow your page, but also helps you build a valuable email list for future marketing efforts. Takeaway Getting more followers on Facebook requires a lot more than just posting regularly—though that’s certainly an important part! Law firms can try these tactics to better tap into their target audience and create a Facebook presence that attracts new followers and engages their current audience.

You’re ranking so well in the SERP (Search Engine Results Page) that you don’t need to gain ground. But how do you hold your winning position? Not by sitting back on your laurels. It’s simply untrue that a firm can maintain its position at the top of the search rankings with minimal effort. Search engine optimization is an ongoing process. You cannot maintain an SEO ranking—you can only continue to earn it. In this article, we’ll explore why SEO for law firms is an ongoing investment once you’re on top and the reasons why. Google’s Algorithms Are Always Changing Staying on top of Google’s algorithm is like trying to hit a moving target. SEO isn’t static because search engines aren’t. Google rolls out core updates multiple times per year, impacting rankings even if no actions are taken on your site. Updates can be frequent and unpredictable, which can mean reshuffling the search rankings practically overnight. For instance, Google could change how it ranks mobile-friendliness, page speed, or core web vitals. No matter how well optimized your site is today, algorithm changes could affect it tomorrow. To stay on top, you have to plan to adjust to ongoing algorithm updates. A solid SEO strategy should include routine monitoring and adjustments in response to changes. Working with an experienced, nimble agency is the best way to keep up. Competitors Are Always Improving Their SEO SEO is a competition for visibility, and your competitors are always looking for new ways to outrank you. If a competitor firm wants to rank higher for keywords like “best injury lawyer,” they might increase their content output, target new keywords, or invest in paid advertising. Even if you’re ranking well today, it’s dangerous to assume your competitors will stay stagnant. If you stand still, your competitors’ growth will erode your rankings. If you allow your competitors to outpace you in content production or link-building, they can push your firm off page 1 of Google’s results. To keep ranking highly, continuously update your content strategy with fresh blog posts, case studies, and client testimonials. Regularly research new keywords and monitor your competitors’ efforts. Digital Decay Is Inevitable Even high-ranking content can lose relevance over time. Links and content naturally decay, meaning a page that once performed well may drop in the rankings due to outdated information or broken links. The legal landscape is always changing, and your content needs to evolve to reflect accurate laws and active links. Google favors sites with consistent updates, so refresh key pages on your site regularly such as practice area pages, blogs, and attorney bios. Ensure your internal and external links remain functional and that your content stays aligned with evolving user expectations. Your Visitors Value Recent Content Users—and Google—prioritize websites that have fresh, updated content. Outdated content (even if it’s comprehensive) can lead to fewer backlinks, lower rankings, and less traffic from organic searches. Stale content tells people and search engines that your site may no longer be relevant or trustworthy. If a potential client lands on your page, will they click away when they see outdated blog posts or inactive social media marketing? Your prospects are more likely to trust a law firm that appears active, authoritative, and knowledgeable about current legal issues. Otherwise, visitors may question your credibility. Law is a dynamic industry, and people expect real-time solutions. Update your blog regularly with recent case law, legislative changes, and current legal tips. Publish new client success stories to show that you’re still out there delivering results. Review and Next Steps The digital world moves too quickly for “maintenance mode.” Even SEO winners must continue to grapple for their spot at the top. SEO requires constant effort to stay competitive, keep your content fresh, and adapt to changes in algorithms and user behavior. Law firms that continually invest in SEO will maintain their rankings and grow their digital presence. Neglecting ongoing SEO efforts leads to diminished online presence, fewer inquiries, and lower client conversion rates.

Ranking on the first page of Google is crucial for driving traffic to your law firm’s website, but getting there is only half the battle. If searchers aren’t clicking your link, even a high ranking won’t bring clients through the door. This is where Organic Click-Through Rate (CTR) comes into play. Your organic CTR is the percentage of people who click your link when it appears on the Search Engine Results Page (SERP). While ranking higher on Google naturally increases CTR, there are several other strategies that can boost your results—even if you’re not in the top three positions. Here’s how you can measure and improve your law firm’s organic CTR to drive more traffic, clients, and business: Why Organic CTR Matters for Law Firms The higher your organic CTR, the more traffic you’ll drive to your website, which leads to more potential clients. Additionally, a high organic CTR can help you climb Google’s rankings. While Google hasn’t confirmed that CTR is a direct ranking factor, many SEO experts believe that pages with higher CTRs perform better over time. How to Calculate Organic CTR You can easily calculate your organic CTR by dividing the total number of clicks by the total number of impressions your page receives. Tools like Google Search Console can also show you your CTR for each page automatically. Top Strategies to Improve Your Law Firm’s Organic CTR Here are some of the best tactics to ensure your law firm’s website gets more clicks and traffic from organic search results: 1. Use Long-Tail Keywords Long-tail keywords are highly specific search terms that align with user intent. They help you target searchers who are looking for exactly what your law firm offers. Use tools like Ubersuggest to find relevant long-tail keywords and include them in your titles and meta descriptions. 2. Write Compelling Meta Descriptions Your meta description is the short snippet of text that appears below your title in the search results. A clear, concise, and enticing meta description can significantly increase your CTR. Include relevant keywords and a strong call-to-action (CTA) to encourage searchers to click. 3. Implement Structured Data Structured data, also known as schema markup, helps search engines understand your content better and present it in richer formats, such as review stars or featured snippets. This added visibility can make your link more attractive to searchers. Your title tag is the first thing people see in search results. A simple, descriptive, and relevant title will grab attention. Including numbers, questions, or power words can make your titles more clickable. Keep them under 60 characters to avoid being cut off in search results. 4. Use Descriptive URLs A clear, keyword-rich URL shows searchers that your content is relevant to their query. Avoid long, complicated URLs and aim for ones that are short and easy to understand. 5. Create High-Quality, Useful Content Nothing boosts CTR like genuinely useful, well-written content. Ensure your posts answer common legal questions or provide valuable insights that clients are searching for. Well-researched, original content can help your law firm stand out in the crowded legal industry. 6. Test Your Headlines A/B testing different headlines on social media can help you determine which titles resonate best with your audience. Try experimenting with different headline styles—adding numbers, questions, or emotional triggers—and see which gets the most clicks. 7. Utilize Rich Snippets and Featured Snippets Winning a featured snippet position on Google can dramatically increase your CTR. Optimize your content to answer common legal queries clearly and concisely to increase your chances of being featured. 8. Optimize for Mobile A growing number of searches happen on mobile devices. Make sure your website is mobile-friendly and loads quickly to avoid losing potential clicks. Use Google’s mobile-friendly test to ensure your site performs well on all devices. 9. Use Engaging Images and Video Including relevant images or videos in your content can help your law firm’s listing stand out on the SERP. If you secure a spot in Google’s image or video results, you can capture even more clicks. Key Takeaways Improving your organic CTR is a powerful way to increase traffic to your law firm’s website. Start by focusing on small optimizations—like crafting compelling meta descriptions, using long-tail keywords, and simplifying your URLs—and you’ll see a noticeable difference in your traffic and rankings.

Google’s Search Generative Experience (SGE) has evolved, ushering in a new era with AI Overviews. Launched to the public in the U.S. on May 14, 2024, and set to roll out globally by the end of the year, these AI-generated search results are poised to revolutionize how we interact with search engines. This blog post explores AI Overviews and their implications for SEO, particularly for law firms. What Are AI Overviews? Google’s AI Overviews are AI-written responses to search queries that appear at the top of the search results page. Unlike traditional featured snippets that pull information from a single source, AI Overviews aggregate data from multiple web pages. This is made possible by Google’s Gemini large language model (LLM), which synthesizes content into a cohesive answer. A distinct feature of AI Overviews is their transparency. Unlike ChatGPT, Google’s AI highlights the sources of its information, providing a carousel of websites from which data was derived. This feature allows users to click through and explore the original sources, offering a richer and more credible search experience. Example of AI Overview For instance, a query like “symptoms of the flu” would not only list common symptoms but also provide detailed descriptions and direct links to the original sources. This enhances the searcher’s experience by saving time and effort while ensuring the information is comprehensive and reliable. Benefits of AI Overviews 1. Quick Information Access AI Overviews provide a concise summary of information from multiple web pages. This means searchers can quickly get an overview of a topic without having to sift through numerous articles. 2. Source Transparency The inclusion of source links in AI Overviews adds a layer of credibility and allows users to verify and explore the information further. 3. Contextual Relevance The AI-generated answers are tailored to the searcher’s specific query, presenting information in the most useful order. The Future of AI Overviews Google envisions its AI Overviews as the future of search, enabling users to get comprehensive answers to complex queries with a single search. Some of the future benefits include: Multi-step Reasoning: AI Overviews will handle more complex queries, providing detailed answers that would otherwise require multiple searches. Video Search: Users will be able to add context to their searches by uploading videos, enhancing the relevance and accuracy of search results. Personalized Search Results: For specific verticals like local search or travel planning, AI Overviews could dominate the search result page, reducing the prominence of traditional blue links. Information Customization: Searchers will have the option to adjust the detail level of the AI Overview with ‘Original,’ ‘Simpler,’ and ‘Break it down’ options. What Does This Mean for SEO in Law Firms? 1. Adaptation to AI-Driven Search Law firms must recognize that AI Overviews will change how people find information. Traditional SEO practices, such as optimizing for featured snippets, will need to evolve to ensure visibility in AI-generated results. 2. Content Relevance and Authority With AI Overviews pulling content from multiple sources, law firms must focus on creating high-quality, authoritative content. Ensuring your web pages are rich in valuable information will increase the likelihood of being included in AI Overviews. 3. Enhanced User Experience Google’s emphasis on user experience means law firms should prioritize creating content that is not only informative but also engaging and easily navigable. Incorporating multimedia elements like videos and infographics can enhance content appeal. 4. Local SEO For law firms targeting local clients, optimizing for local SEO becomes even more critical. Ensuring your practice appears in AI Overviews for local legal queries can drive significant traffic and potential clients. 5. Ethical Considerations Law firms should be aware of the ethical implications of AI-generated content. Maintaining transparency and accuracy in your content will be essential as users increasingly rely on AI-generated answers for legal information. Key Takeaways The introduction of Google’s AI Overviews marks a significant shift in the landscape of search engine optimization. For law firms, this presents both challenges and opportunities. By focusing on creating high-quality, authoritative content and adapting to the new AI-driven search environment, law firms can maintain and even enhance their online visibility. 

Yes, your audience is noticing that outdated copyright year in your footer. While you might order pizza from a website that’s straight out of 2005, you probably wouldn’t trust a lawyer with a site like Saul Goodman’s. Many firms are guilty of these blatantly outdated mistakes, despite how obvious they are. But it’s 2024 and there’s no excuse. From COVID messaging to ancient blog posts, we’ll cover five dead giveaways that your law firm’s website is outdated—and what you can do about it. 1. You Still Have a COVID Message Your visitors will immediately be suspicious if your site still has a 2021-era COVID message like, “As the world continues to stay home in the interest of safety, we are offering remote consultations.” It’s fine if COVID transformed some of your business practices. Remote consultations are great, and it’s okay to be clear about any health or masking policies. However, all messages need to be written so they’re actually relevant to 2024, instead of holdovers from the early days of panic. Delete your COVID messaging and make sure there’s no trace of it on your home page. If your practice area is in a relevant industry, move all your COVID content to a separate page like “How we handled COVID.” 2. The Copyright Year in Your Footer Is Old “Copyright 2017” is a serious red flag. This makes it seem like you haven’t updated your site since 2017—and maybe it’s true! The copyright year in your footer serves as a notice to visitors that your website’s content is protected by copyright law, meaning that you have exclusive rights to reproduce, distribute, and display the content. Update the copyright year annually. This demonstrates that you’re actively maintaining and protecting your intellectual property rights. 3. Your Last Blog Post Was… A Long Time Ago Expertise is not eternal. If your blog posts are dated more than a year ago—or if they’re undated—your online visitors may doubt whether you’re up to speed with the industry. At the very least, a big gap in blog post publishing shows disregard for consistency. If you haven’t posted in a while, it’s likely that you may also need to audit your blog posts. A strong content strategy requires ongoing edits and adjustments. Delete any posts that aren’t high-quality. Edit and migrate posts that can be saved, and be sure to include the new pub date. Commit to a sustainable content publishing strategy going forward to keep first impressions positive—and good SEO juice flowing. 4. It’s Not Responsive or Accessible Nothing says “1995” like a website that doesn’t resize automatically on mobile devices. If your site isn’t responsive, we’re sorry to say that you may need a new developer or a brand new site. It’s equally jarring for visitors to see sites that ignore accessibility. Alt text is easy. Designing for screen readers is straightforward. Ultimately, failure to prioritize accessibility for all your users—like disabled users using assistive technology or commuters on their phones—alienates a significant portion of your audience. It also reflects poorly on your firm’s commitment to inclusivity and user experience. Lack of accessibility is a relic of the past. Get with the times. If you need an accessible website template you can customize affordably, these options are ADA-compliant. 5. Your User Experience (UX) Stinks: Broken Links, Old Photos, Etc. Truly, bad UX might be the final straw for some of your visitors. People expect more from websites, and they’ll click off a site that doesn’t meet their desire for seamless navigation and aesthetic satisfaction. The good news is that, as expectations for website design quality have skyrocketed, so has the availability of design tools. There’s no excuse for bad design in 2024. You can find a budget-friendly website developer who prioritizes accessibility and good design. Review and Next Steps We understand that design isn’t everything. But everybody judges a book by its cover—and that judgment often determines whether they actually read the book itself. Outdated design is concerning to online visitors, and it’s probably losing you business. People notice more than you think they notice. They’re less willing to accept bad design nowadays, especially in high-value, high-trust scenarios like hiring a lawyer. Fixing an outdated website is a great investment of your time and money. If it’s as simple as deleting a COVID message, great! If there’s more work to be done, you might need a new design and new strategy to bring your firm into the modern age. 

Creating an engaging and informative alumni newsletter is a crucial component of a law firm’s alumni relations strategy. Not only does it serve as a bridge reconnecting former colleagues with the firm, but it also fosters a sense of community and ongoing engagement among the alumni network. The key to a successful alumni newsletter lies in striking the right balance between sharing news about the firm and focusing on content that focuses and resonates with alumni. Here are some essential components and creative ideas for what to include in a law firm’s alumni newsletter. Welcome message. Start with a personal touch—a welcome message from the managing partner. This message can reflect on recent achievements within the alumni network, share the firm’s vision for the future and offer a warm greeting to reinforce that alumni will always be part of the firm’s community at large. Alumni spotlights. Feature profiles of alumni who have made significant strides in their careers, whether in the legal industry or beyond. These spotlights not only celebrate the achievements of former colleagues but also provide current employees and alumni with inspiring stories of career progression and success. An easy way to do this is to email the selected alumni a choice of answering three questions from a list of 10 or so. They can complete the profile at their leisure. Consider doing these as a Q&A series and posting them on the firm website and social media channels. Firms can also repurpose this content for recruiting purposes to show the broad and impressive range of career paths taken by firm alumni. Class notes. Borrowing from the traditional college alumni newsletter format, include a section for class notes where alumni can share personal and professional updates. This can range from job changes, personal and professional milestones, publications or even anecdotes from their time at the firm. Class notes are a great way to keep the alumni community informed about each other’s lives and successes. Industry and market insights. Offer valuable content by including articles or blog posts on current legal trends, new legislation or notable firm matters. Providing analysis or commentary from the firm’s current attorneys can position your firm as a thought leader and a go-to resource for cutting-edge legal insights without seeming like you are overtly marketing the firm’s expertise. Continuing education opportunities. Many alumni are interested in professional development and continuing education. Include information about past and upcoming webinars, CLE (Continuing Legal Education) courses or workshops hosted by the firm. This not only serves as a benefit to alumni but also reinforces the firm’s commitment to ongoing learning and development. Networking and events. Highlight upcoming alumni events, networking mixers or firm-sponsored conferences. Providing a calendar of events encourages participation and keeps the alumni community connected not only to the firm but also to one another. Volunteer opportunities and pro bono projects. Showcase opportunities for alumni to engage in community service or pro bono projects alongside the firm. This appeals to the desire many alumni have to give back and can strengthen the bond between the firm and its alumni through shared values and social impact efforts. Philanthropy and charitable causes. Include a section dedicated to charitable initiatives supported by the firm and its alumni. Highlighting these efforts not only shines a light on important causes but also encourages a culture of giving and support within the alumni community. A look back. Feature a throwback section that reaches into the firm’s archives to showcase notable moments in its history, landmark cases and memorable office events. This nostalgic glance back can be a great way to remind alumni of their shared experiences and the firm’s evolution over the years. Feedback and contributions. Encourage alumni to engage with the newsletter by inviting feedback, suggestions for future content and contributions to upcoming editions. This fosters a collaborative approach and ensures the newsletter remains relevant and meaningful to alumni. By carefully curating content that balances firm news with alumni interests and achievements, a law firm can create an alumni newsletter that not only informs but also inspires and unites its community. The newsletter becomes more than just a communication tool—it evolves into a vital resource that enriches the professional and personal lives of its alumni and enhances their relationship with their former firm—a win-win for everyone.

Email has been an essential part of professional marketing since it was invented. Though tools have gotten more sophisticated and the best practices for using them have evolved, email is still one of the most effective marketing channels available. Because of that evolution, what worked 5 years ago no longer works today. There is more noise than ever before and prospects have gotten savvier about filtering email. This has led to an increase in emails that are deleted before they’re even read. Here are a few things that you can start doing—today—to boost engagement and breathe more life into your law firm’s email marketing campaigns. Law Firm Email Marketing Tips Offer more opt-in opportunities. Keep growing your law firm’s email marketing list by finding new ways for people to subscribe. Doing so won’t necessarily help your emails get opened more, but in a numbers game, a larger (quality) list will perform better. Plus, today’s laws dictate that only people who have opted in to receiving your email should get them, so creating more spaces for people to do that helps keep your list clean. Understand subject line best practices. Your email’s subject line is a first impression that makes the difference between a user clicking to read more or letting your email sit in their inbox. Always remember that subject lines are short and get cut off around 55 characters (even less for mobile). Try to keep the most pertinent information in the front of your subject line. Also, communicate the value proposition of your email right in the subject line. Why should users want to open it? What’s inside that makes this email so important? Focus on offering a solution and communicating that in those 30-55 characters. If you have space, you can even add personalizations into the subject line, to make it even more compelling. Focus on preview text. This is the snippet of copy that is pulled from the body of your email and displayed with the subject line. Most emails have a line or two like “View this email in a web browser”, but it’s important to actually optimize this copy. Try to keep this section to less than 90 characters, and create either a second headline that is attention-getting or a very brief summary of what’s in the email (why should anyone bother to open it?). Use relevant keywords and a sense of urgency—but don’t simply repurpose your subject line. Add personalization. As we mentioned earlier, personalization can be pretty meaningful. After all, no one wants to truly believe their inbox is full of mass emails that go to thousands of contacts. Why should your user believe your email is relevant to them if it’s clearly something that was sent to tons of other people? Add personalization like a first name entry in the greeting, subject line, preview text, etc. Or if applicable, include their company name in the copy as you discuss your points in second person. Above all else, make the personalization seem natural. Try a re-engagement campaign. Use your email tools to pull a list of those individuals who haven’t been active with your firm in a while. Consider these leads that have gone cold. Try to win them back by sending messages along the lines of “It’s been a while.” You can show them what they’ve missed by including valuable content like your latest blog posts or webinar recordings. Remember that if even one prospect re-engages with you, the campaign was worth your time. Choose your visuals carefully. Images are tricky in email because they can add visual interest, which makes them more likely to be read, but some email providers actually block graphics. One trend over the past couple of years has been creating simpler, plain-text emails. If you’re going to use an image, make sure you have appropriate text along with it. That means that if there is text within an image, you create separate text that replicates it. Also, avoid high-resolution photos. Though they might look better, they take longer to load, particularly on mobile or slow internet speeds. That can be frustrating or even lead to a quick deletion. Leverage exclusivity. You’d be surprised how much engagement your emails can garner when users are offered something exclusive they can’t get anywhere else. What is an exclusive offer or item you can share with your loyal subscribers to make your emails worth opening? Maybe it’s a free eBook, some industry news, a free consultation, etc. Remember to remind them this offer is only for email subscribers and watch your open rate and click-through rate rise. Optimize for mobile. 81% of emails are now opened on mobile devices. Today’s world is mobile, and it’s a mistake not to take that into account when designing emails. The majority of people end up checking email on their devices, not a desktop. Use responsive email design to ensure that everything renders properly across any device. Remember what we said about images, too—you don’t want to include anything that is going to make the email take longer to load. Preview emails on your mobile device before they go out to double-check that they look good on mobile devices. Play around with send times. There is no set schedule that will lead to optimal results. That’s why we suggest testing and seeing what works for your firm. Too many emails become pretty easy to ignore and also tend to increase unsubscribe rates. Too few emails makes your firm pretty forgettable and also ensures you don’t have a lot of data to build future campaigns. In general, fewer, but properly targeted emails will perform better. And don’t forget to test which day of the week and time works best for an improved open rate. Segment campaigns. Hopefully, this is something you’re already doing, because segmented lists lead to 100% more clicks. There are many ways to segment lists, such as by geographic location, job title, area of interest, company size, etc. It’s particularly important to segment people who interact with your content so that you can send communications that are relevant to their stage in a client journey with you. Automation comes in really handy here (for a more robust guide to automation, check out our guide to marketing automation for law firms). A/B test all the time. You’d be surprised how much difference a small change can make. Test things like keywords, headlines, colors, fonts, button placements, etc. You can also test the time of day that your law firm sends emails or what emails link out to. Remember to only test one small tweak at a time, so that you can properly attribute results to the correct element. As you learn from your A/B tests, optimize future emails and keep the process going. Ideally, you will always have some sort of test running as part of your ongoing email marketing. Provide clear CTAs. Your email campaigns are only as successful as your ROI, and a successful ROI cannot happen unless users are taking next steps after engaging with your emails. Make your call to action very clear by using bold text, different colors, or better yet a bold and enticing button. Make sure the copy of your CTA makes the value proposition of taking next steps very clear. Communicate what a user will get out of taking action. And make sure next steps are something easy like a short lead gen form, or an easy-to-use scheduling calendar. No one wants to fill out a form with 10+ fields. Humanize your sender. Again, users don’t want to receive mass-produced emails from robots. They want to get back to human connection. Make sure your sender is the name of someone from your law firm, and the from address is the real address of that person. Also, make sure to sign off with a natural conclusion and signature like you would any other email, always signing off with the sender’s real name. This humanizes your email and lets users know there’s a real person on the other end of things. Track and analyze performance metrics. Monitoring the performance of your email marketing campaigns is crucial for understanding what resonates with your audience and what doesn’t. Utilize analytics tools to track open rates, click-through rates, conversion rates, and bounce rates among other metrics. Analyzing these metrics allows you to identify trends, refine your strategies, and make data-driven decisions to optimize future campaigns. Remember, continuous improvement is key in staying relevant and engaging to your audience. Maintain email list hygiene. Regularly cleaning your email list is essential for maintaining its health and ensuring your messages reach your intended audience. Remove inactive subscribers who haven’t engaged with your emails over a certain period. This not only improves your engagement rates but also protects your sender reputation, reducing the likelihood of being marked as spam. Consider sending a re-engagement email before removing inactive users; sometimes, a well-crafted message is all it takes to bring them back. Takeaway Use the tips above to improve your law firm’s email marketing open rates, conversions, and click-throughs. Today’s email recipients might be a little harder to impress, but they’re still a reliable source of lead generation. 

The struggle ends up consuming us and we give up trying to change because it’s just too hard. What we thought would be efforts to lead us to a new life, end up being just a temporary change. We’ve tried before and failed again, and the conclusion comes down to a discouraged excuse - I just couldn’t do it, I didn’t have time, or it was too hard. The truth is making a successful commitment is nothing more than a making a choice to create a desired future outcome. You may say that people who stick to their commitments are an exception, and you are definitely not one of those people. Well, I’m here to tell you that commitments are not personality specific. Each of us has the capability to set successful commitments. So now you’re saying, if that’s the case, why do so many of us fail? Because most people don’t know how to make the decisions that create successful commitment. 1. Commitment Is Nothing More Than Choice You are choosing your desired future outcome over your current reality. If you really want to lose weight, then you choose to be fit. If you really want to save money for a down payment on a house, then you choose to budget. That’s it - you just made a choice! The chocolate cake and new shoes didn’t even enter your mind because they aren’t what you really want. What you really want is to be fit, or to own your own home. Once you choose your desired future outcome, you remove the struggle that leads to exceptions. 2. Instant Gratification vs. Future Outcome Do you want your new home or those new shoes? Successful commitment relies on the individual steps between your current reality and your goal. Make every step count, and you will get there faster and easier. Instant gratifications shouldn’t even enter your mind. The only thing you should be focused on is your future outcome, and it should mean more to you than momentary desire for instant gratification. By holding your future clear in your mind, you will make the right decisions to support your goals. 3. Success Relies on 100% Commitment It’s easy to make excuses and exceptions, but it’s harder to get back on track once you’ve made room for them. Successful goal achievement requires 100% commitment. Not 99%, not even 99.9%. Making exceptions sets you up for failure and makes it harder to stay on track. Decide what you can commit to and stick to it - no excuses, no exceptions. You’ll find that 100% commitment is actually easier than 99.9%, because you remove distractions, and the emotion around them. When you can focus solely on your goal, not your distractions, it will be easier to stay on track. 4. Casual Interest or Complete Dedication You might be interested in the study of law, but are you committed to becoming a lawyer? You might be interested in losing weight, but are you committed to being fit and healthy? You might be interested in saving money for a down payment on a house, but are you committed to a budget? These are all questions to ask when committing to a goal. Your level of desire will determine your results - period. If you only have an interest in something, it will be easier to let it go. However, if you really want something, you will be committed to creating it. 5. Visualize Your Goal Visualization is powerful and will support your efforts. Spend a few moments every day, in the morning and evening, visualizing your desired outcome. Imagine it as if you were already there. Feel how good you feel, and completely immerse yourself in the smell and sounds of the environment. When you are able to focus on the end result instead of momentary temptation, you will make the right choices that support your desired outcome. If you’ve tried and failed in past commitments, it doesn’t matter. The past is the past, and you are a different person today. Starting right now, you are now armed with the strength and the tools you need to successfully commit to creating your desired future outcome. “There is a difference between interest and commitment. When you’re interested in doing something, you do it only when it’s convenient. When you’re committed to something, you accept no excuses, only results.”—Ken Blanchard, Author of over 30 books, including the best-seller, The One Minute Manager.

When it comes to setting up a social media presence, one of the areas that most lawyers overlook is the bio section of the various social platforms. The bio section is often filled out almost without a thought, in haste, and rarely updated. This is a big mistake. Although it may seem like an afterthought, the bio section of your profile on any social media platform is often viewed more than any content you share. It’s also the final piece of information that readers will look at when deciding if they should trust you or not and if you will be useful to them or not. It’s your last chance to make a good impression and draw them in. Writing your social media bio is not something that should be done off the top of your head and as quickly as possible, but it doesn’t have to be overly complicated either. The following are some tips to help you create and implement the perfect social media bio. 1. Keep It Short and Sweet The first rule of writing your professional bio is to make the most of the very limited space you have. Some platforms give you more space than others, but most will only give you enough room for a few sentences. You need to get right to the point and let people know why they should care what you have to say. Think of your bio as a sort of headline above all of the content you share. Just like the headlines of articles are designed to grab a reader’s attention and pull them in, your bio should do the same thing when someone follows the content you’ve shared back to your profile. For more tips on how to write for social media concisely and effectively, check out this free eBook: Advanced Social Media Strategies for Law Firms. 2. Showing vs. Telling If someone is looking at your professional profile, it’s because they think you might be able to help them with some kind of problem. To put it bluntly, the people looking over your professional profile are more interested in what you can do than who you are. To help you stand out from your competitors, think about “showing” versus “telling” when writing your bio. Demonstrate that you are a leader in your niche. The trick here is to try not to sound like everyone else. You should take advantage of the available space to highlight events or skills that make you stand out as a lawyer in your area of practice. Explain what you’ve done, major accomplishments, professional and educational background, etc. In a humble manner, find ways for your accomplishments to speak for themselves through your body of work. 3. Take Your Time and Be Original Just because your social media bio is short doesn’t mean that it has to be written quickly. Take your time. Think about what you want to say and how you might be able to get your point across in an original way. Again, the point is to try to stand out from other lawyers. Most attorneys have very bland and impersonal online bios. Law firms want everyone to sound and look alike. It’s really important to break the mold and take off the professional mask. You can accomplish this by including a personal statement about what you do and why you do what you do. It’s an opportunity to say something more personal in your profile by explaining why your work is important to you (instead of just telling people you’re good at it). Furthermore, if you look through a few bios of people in any given profession, you’re sure to see the same overused buzzwords repeated again and again. Creative, innovative, dedicated, and devoted are just a few of the words that come up when two out of three people talk about themselves. When someone is browsing profiles looking for help, they see these words so many times that they lose their meaning. 4. Be Approachable Remember, social media is, after all, about being social. You want to project an image of friendliness and approachability. Don’t be afraid to use the words “I” and “me.” Your bio is personal. It shouldn’t read like it was written by someone else. Your overall goal, of course, is to promote yourself as a top-notch attorney, but there’s a fine line between looking professional and seeming unapproachable. Your skills and accomplishments should be a priority, but make sure that you also include something that shows a little bit of your personality and lets people know you are human. Say something about your interests outside of work, including community involvement, hobbies, or family life. 5. Showcase Social Proof In addition to highlighting your achievements and skills, leverage social proof in your social media bio. Share client testimonials, endorsements, or any recognition you’ve received in your field. This not only adds credibility but also builds trust with your audience. People are more likely to engage with and trust a lawyer who has positive feedback from previous clients or industry experts. Consider adding a brief quote from a satisfied client or mentioning any awards or honors you’ve received. Social proof reinforces your expertise and helps potential clients feel more confident in choosing you for legal assistance. 6. A Well Written Bio Is Naturally Full of Keywords Your social media bio is a great way to incorporate all kinds of keywords relevant to your services and the problems you help solve. As you’re talking about yourself, you’re naturally going to mention the services you provide, your education, notable past cases, etc. Even a short bio is going to be rich with the keywords that your target audience will enter in a web search. When it comes to SEO, social media profiles have a very good chance of ranking well for large numbers of different keywords and phrases. So, by including relevant industry keywords, your profile will be instantly more discoverable. Keep in mind that you don’t want to make your social media bio so keyword-stuffed that it reads like a robot put it together. 7. Make Next Steps Easy If applicable, consider including a lead gen form so prospects can easily reach out to you, or something like a phone number or email so it’s easy to get in touch. Potential clients may happen upon your page but not be sure how to reach out or if you’re even accepting clients. Including an easy-to-follow CTA and link in your bio will be helpful in these cases. 8. Best Practices for the Big Two So now that you’ve got some general tips on what to include in your bio as a lawyer, let’s look at how you can maximize your bio space on two social platforms crucial for lawyers — LinkedIn and Facebook. LinkedIn: With LinkedIn being designed for professional social interaction, this platform gives you the most space to promote yourself. Like Facebook, the key is to take advantage of all of the options available to you. LinkedIn automatically monitors and gives you feedback about your profile. Follow the suggestions and make sure you’ve got everything 100% complete. Reference your website(s) and anything else that’s relevant to what you do as a lawyer. More than any other platform, LinkedIn gives you plenty of opportunities for SEO-boosting links and keywords. Here, you can be a bit more verbose and get into more details about your professional life, but as we said above, don’t forget to include some things here and there to express your humanity as well. In most cases, you’re creating your profile to attract new clients, not to impress other lawyers. Don’t forget that. Facebook: Make use of all the options available to you. On your main page, you can write a short introduction. Beyond that, though, click on “About” at the top of your profile and make sure you’ve thoroughly filled in the various sections there. You can include links to your personal and business websites and even other social profiles. Take advantage of those linking opportunities and be sure to include relevant keywords where you can for an SEO boost. Takeaway The tips we’ve laid out above should give you a solid foundation for creating a great social media bio. Don’t stop there though. You should come back from time to time (at least once per quarter) and see if there is anything you’d like to change or update. Just like the content you share, your bio should always be up to date and relevant.

Finding innovative ways to stand out in the crowded legal market is more critical than ever. LinkedIn, the world’s largest professional network, has introduced a groundbreaking tool poised to transform legal marketing strategies: sponsored articles. This feature offers law firms a unique opportunity to amplify their content, enhance brand visibility, and drive meaningful engagement. Below, we dive into why LinkedIn-sponsored articles are a game-changer for law firms and legal marketers. Why LinkedIn-Sponsored Articles Matter For law firms, the ability to showcase expertise and thought leadership directly correlates with attracting new clients and retaining existing ones. LinkedIn-sponsored articles facilitate this by: Increasing Brand Awareness: Position your firm in front of a targeted, professional audience actively seeking legal insights. Boosting Engagement: With content hosted directly on LinkedIn, users engage more freely and extensively, without the disruption of being directed away from the platform. Lead Generation: The addition of call-to-action (CTA) buttons to articles incentivizes user interaction, driving leads by encouraging sign-ups to access the full content. How LinkedIn-Sponsored Articles Work Sponsored LinkedIn articles are a strategic offering within LinkedIn’s suite of marketing tools, designed to allow firms and brands to extend their reach beyond traditional boundaries. These are essentially articles created and hosted on LinkedIn, identifiable by a unique LinkedIn URL, which embody the thought leadership and insights of a company. Once a company publishes an article organically on its LinkedIn company page, it can then opt to amplify this content as a sponsored article. The process to sponsor these articles is seamless within the LinkedIn Campaign Manager. Here, articles can be transformed into single-image ads aimed at achieving objectives such as brand awareness, engagement, and lead generation. The methodology for sponsoring content involves selecting an already published company page post and sponsoring it through the creation or editing of a campaign specifically tailored for brand awareness, engagement, or lead generation. Important Notes: The rollout of sponsored articles on LinkedIn is being conducted gradually. This means access might not be immediate for all users at this time. Only articles that are initially posted as an organic company page post qualify for sponsorship. Current support for sponsored articles is limited to campaigns focused on brand awareness, engagement, and lead generation. Step-by-Step Guide to Creating Sponsored Articles Navigate to the Set up Ads page within the LinkedIn Campaign Manager. This can be for either a new campaign or an addition to an existing one. For a new campaign, follow the setup flow until you reach the Set up Ads page. For an existing campaign, edit the campaign to access this page. Use the Browse Existing Content button to locate your article through the opened Content Library page. Here, select your company page and find the post you wish to sponsor. After selecting the necessary post, click Add to Campaign. If the campaign’s objective is lead generation, you will also have the option to associate a Lead Gen Form with the ad. Finishing touches include confirming your ad creative and reviewing the destination preview. After configuring specifics, such as Lead Gen Forms if applicable, proceed to Launch campaign or opt to Save and Exit to draft the campaign for later finalization. Through this method, LinkedIn offers a sophisticated platform for law firms and legal marketers to enhance their visibility, engage their targeted audience directly on the platform, and ultimately drive valuable leads without disrupting the user experience. Insights from LinkedIn Highlighting the benefits of this new feature, Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, emphasizes: Enhanced popularity and user experience compared to traditional blog hosting. A streamlined direct-lead generation process without diverting users off LinkedIn. The increased engagement and comment interaction within the LinkedIn ecosystem. Tips for Law Firms and Legal Marketers Leveraging LinkedIn-sponsored articles effectively involves: Quality Content Creation: Focus on developing insightful, relevant content that resonates with your target audience. Strategic Targeting: Utilize LinkedIn’s robust targeting tools to ensure your articles reach the right professionals. Engagement and Follow-Up: Monitor interactions and follow up on leads promptly to maximize conversion opportunities. Conclusion LinkedIn-sponsored articles offer law firms an innovative avenue to heighten visibility, engage directly with their target audience, and streamline lead generation processes. By integrating this tool into your overall marketing strategy, your firm can leverage the power of LinkedIn to foster connections, showcase expertise, and drive business growth. Consider exploring LinkedIn-sponsored articles as a vital component of your digital marketing portfolio. 

In an era where a single social media mishap can spiral into a legal nightmare, social media archiving is increasingly becoming a safety net for organizations. Social media archiving entails the capture, collection, and preservation of social media content shared by an organization, including comments and likes. Ideally, your social media archiving solution will also capture comments that have been edited or deleted by other users. Why Should Organizations Archive Their Social Media? Social media archiving is a safeguard for your organization’s digital footprint. Easy access to authenticated records of advertising campaign materials, customer comments, brand statements, and other communications ensures businesses are prepared to examine and produce records quickly, when they really need them. In this article we’ll explore the five reasons why your organization should be archiving their social media data and what access to these kinds of records could mean for litigation readiness, reputation management, and maintaining proper data governance. 1. Meeting Industry Regulations and Standards Official use of social media is often subject to industry and government recordkeeping requirements. The specifics of these requirements vary by industry and state government. According to FINRA Rule 10-06, for example, financial firms are required to preserve their social media records—failure to do so can lead to significant fines. These regulations enable investigators and auditors from U.S. Securities and Exchange Commission (SEC) to hold financial service providers accountable to their claims made in advertising and endorsements, preserving the integrity of the financial system. Social media archiving has also become crucial in educational institutions. It is easy for underaged students to have personal identifiable information (PII) posted on an official school social media account. With this in mind, more schools have started to archive social media communication records to help resolve privacy concerns of students into the future. In most cases, regulations and requirements for record keeping are stricter than you may realize—social media archiving is a cautionary practice that could save you in future audits or investigations, and help you adapt as your industry’s regulations and digital record keeping standards evolve. 2. Improving Information Governance Social media never sleeps. The expectation for businesses to appear omnipresent across all social media platforms is well established. Even for a company with a more ‘minimal’ approach to posting and online engagement, data can quickly accumulate and represent a substantial data source that needs to be managed. Social media archiving helps businesses regain a sense of order while facilitating better access to the data for the purposes of review and improving business operations. Having social media activity archived and easy to access means much more efficient and effective data governance. This is especially important in regulated industries, where your stakeholders may need access to specific information at a moment’s notice. Though social media platforms allow you to download data from the platform provider, this data is not organized, easily searchable, and is presented out of context, making it less useful for improving info governance. 3. Litigation Readiness Litigation involving social media is growing and organizations need to be ready. Archiving social media data prepares you for eDiscovery requests for ESI examination, without the need to hire costly external experts for assistance. With a steady rise in the number of cases either centering on social media or relying on social media content as evidence, it’s never been more important to proactively protect the data that you could find yourself relying on. If you want control of all your social media data, archive the information—this cautionary practice will help you meet the challenges of future litigation. However, when it comes to litigation, not all social media records are created equal, and without proper authentication and formatting, may not be admissible. Any social media archiving solution you employ needs to preserve data in formatting that meets the specific requirements of admissible digital evidence, including digital signatures and the preservation of metadata. 4. Protection Against False Advertising Claims Social media is an advertising platform. This means that the content you post will be held to the same standards as any other promotional content created for the purposes of furthering your business and held to the same compliance requirements. The more heavily regulated your industry, the more wide-ranging you can expect these conditions to be. Claims of false advertising are on the rise, and the ephemeral nature of social media can often make it difficult to prove your innocence. By keeping an accurate historical record of all your data accessible, you can disprove malicious claims about your business if they’re backed up by edited screenshots. By preserving your social media records, you can show an irrefutable, timestamped record of your social media activities and content to manage issues before they become larger legal matters or damage the organization’s reputation. 5. Monitoring and Data Loss Prevention Manual monitoring of every single post across all social media platforms is not feasible for modern businesses. However, with an increase in use, and a rise in the number of employees who may have access to your accounts (or may be communicating with customers over official channels), the risk of inappropriate use and data loss is elevated. Effective, automated social media archiving can provide a layer of security. With automated keyword monitoring, you can spot potential risk of data loss and raise the alarm if sensitive information (insurance or healthcare details, for example) is being shared publicly. Your archive can then be used as evidence during an investigation. Keyword monitoring your archives can also protect your business from inappropriate usage—alerting you to misconduct or use that goes against your internal policies, and allowing you to act swiftly to remove the offending content. A Note on Social Media Archiving Solutions Though some platforms allow you to download data from your accounts, these do not necessarily constitute an archive or proper records that would help you prepare for any of the situations we described in this article. Not only that, often the data you can download from the platforms is not organized in such a way to make it easily searchable or useful. Taking screenshots of your organization’s social media accounts isn’t going to cut it either—especially if you need to search, organize, or produce documentation of a specific post or interaction. And if the screenshots aren’t taken immediately, comments and interactions could be easily edited or deleted, leaving you with an incomplete record. Finding a purpose-built, automated tool with features like search and authentication that also let you review the data in its native format and context is your best bet. Ready to Take Control of Your Social Media Data? Regardless of your industry or business size, if you’re maintaining a social media presence, accurate archiving of your data is a modern-day must. From litigation preparedness, through to information governance, and more effective monitoring, social media archiving can bring peace of mind and dependable defense when it comes to the ever-changing demands of the digitized business environment. 

Lawyers understand better than most the significance of words—after all, who comprehends more than a contract lawyer that a subtle clause can either seal or sabotage a deal? Yet, who better than your marketing team realizes that “marketing” often carries negative connotations? It shouldn’t—and I’ll delve into why shortly. But how many of you (raise your hands) view marketing as something handled sporadically by a group in your office? How many of you associate marketing solely with brochures and advertisements? How many of you see marketers as individuals who merely solicit funds and then design logos or ensure an ample supply of business cards? Okay, lower your hands. I have news for you— marketing encompasses everything you do. So, oftentimes, we use terms like “marketing,” “business development,” “branding,” and others rather interchangeably. Though nuanced and distinct, for the purpose of today’s discussion, let’s focus on marketing and refer to the American Marketing Association’s official definition: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing Is Ubiquitous When phrased in this manner, it’s evident that much of what you do as a lawyer falls under the umbrella of marketing—even your legal work, which entails delivering offerings that hold value for clients, is marketing. Every interaction you and your firm have with clients, potential clients, and influencers constitutes marketing. Every time your assistant or the firm’s receptionist answers the phone: Marketing. Every time a client receives an email from you: Marketing. Every time a client receives a bill from you: Marketing. Every time you discuss your professional endeavors with someone: Marketing. Every time you welcome a client or potential client into your office: Marketing. Does that notion unsettle you a bit? It should. It boils down to this: everything you do, from what you convey to how you convey it, to the appearance of your office, to the company you keep, and more, shapes the impression that people form about you and your business—that’s marketing. All of it. There’s a compelling insight from Blue Kite Marketing on why you should adopt a marketer’s mindset, stating: “Marketing is something that should permeate your entire organization. After all, every interaction and touchpoint with customers can be scrutinized or applauded and then shared with the world.” Word of mouth remains crucial in the legal sphere—always has been. With social media, every one of those impressions is not solely experienced by the client, potential client, or influencer; it’s something each of them can share with a broad audience—they’re no longer merely recounting a story among friends and family; they’re posting it online for the world to see. And guess what? That’s marketing too. Are you certain people are conveying what you want them to about you and your firm? Blue Kite Marketing emphasizes that “every employee is in the marketing department.” That doesn’t imply that you need to start contemplating running ads or determining the optimal graphics for your brochure (and as a side note, that’s also NOT what your marketing department is doing either). It signifies recognizing that everything you do—including how you practice law—communicates a message about the kind of lawyer you are. How you manage your clients, engage with colleagues and referral sources, network at events and in social settings, and collaborate with your associates—all amalgamate to represent you as a lawyer. Have you pondered the kind of experience you’re delivering through those facets? Is it the message you want clients, potential clients, and influencers to perceive about you and share with others? (You may recall we touched on this to some extent in our discussion on personal branding.) What Sets You Apart When I pose this question, I’m sure you can instantly recollect your elevator speech—the succinct couple of sentences describing what you do and the value you bring to your clients. And to some degree, that’s what we’re exploring here. But let’s delve deeper. Blue Kite Marketing posits: “People use hundreds of products and services every day. About 95 percent of those interactions go completely unnoticed. Another three percent of those experiences are ones that you are complaining about. What makes the remaining two percent worth talking about?” Reflect for a moment on all the interactions you engage in daily—with colleagues, with providers of goods and services, with family members and friends, etc. Which of those are the most memorable? Ask yourself WHY those interactions stand out. Perhaps someone went the extra mile when they didn’t have to, or someone comprehended your needs even when articulated differently. Maybe they exhibited exceptional kindness and cheerfulness in a challenging situation, or they recalled something about you from a previous encounter that surprised you. Jot it down and contemplate how you can translate that into the kind of service you provide to your clients. If something is memorable for you, it will be memorable for your clients (provided you translate it to address their needs and desires). When you create memorable experiences for your clients, potential clients, and influencers, you empower them to advocate for you—they’ll be marketing for you. Why is that crucial? We’re far more inclined to consider doing business with someone if someone we trust recounts a remarkable experience they had with that individual—not merely a good experience, but a remarkable one. Ask yourself today—what makes me worth talking about? Remember, being an exceptional lawyer delivering client value in your practice is essentially the bare minimum in today’s marketplace. Numerous outstanding lawyers possess excellent education, extensive experience, and aptitude. But what will prompt a client, a colleague, or a friend to endorse someone else from the rooftops? 

In a world where a hashtag can break a story and a tweet can shape an opinion, the power of social media remains unmatched. While the legal industry has been slow to adopt these digital landscapes, there’s a rising tide of attorneys and legal professionals who recognize social media’s sea change opportunity in demand generation. For legal practitioners, demand generation isn’t a new term, but its playbook is constantly evolving. Unlike generic digital marketing strategies, demand generation for legal services is the art of building awareness and fostering needs throughout the client’s development funnel. It’s the foundation for every touchpoint with your potential client, from initial awareness to loyalty and advocacy. But how does one channel these principles into the tweetable, share-worthy, and likable social media content that can make attorneys market leaders? The Evolution of Demand Generation In the legal world, demand generation is the lifeline that keeps firms thriving. Traditionally, this has played out through in-person networking, sponsorships, and, of course, referrals. Yet today, demand generation is more complex and nuanced. It demands engaging and educating potential clients before they’ve even stepped through your firm’s doors. By understanding your audience’s needs and creating content tailored to address those pain points, attorneys can position themselves as not just legal advisors but also trustworthy consultants. Social media, with its reach and targeting capabilities, is the perfect tool to wield in this endeavor. Diving into Legal Demand Generation with Social Media Legal services, unlike most consumer products, aren’t something you buy every day. They’re something you need, often in your most challenging times or moments of opportunity. Social media is about understanding those needs and making sure your legal expertise is what your audience reaches for when the time is right. Many law firms struggle with digital demand generation because they misalign online behavior with in-person expectations. However, as the online community grows, and Millennials and Gen Z are becoming the new consumer powerhouses, the disconnect can be bridged. These tech-savvy clients are more likely to seek legal counsel via online channels, which makes quality content, accessible through social media, an essential hook to secure their attention. For law firms, social media is not just about advertising; it’s about storytelling and brand-building. Each platform should be seen as a stage on which to share insights, updates, success stories, and industry knowledge that resonate with different segments of your audience. Leveraging the Legal Mindset on LinkedIn LinkedIn, with its professional demeanor, might seem like the perfect fit for legal marketing – and it is. But a common mistake is to treat the platform like a mere digital bulletin board. Instead, lawyers should take advantage of its networking power to establish themselves as both thought leaders and approachable advisors in the legal comings and goings. Your LinkedIn strategy should encompass a mix of organic and paid methods. This can be as simple as sharing firm updates and professional accomplishments to sponsoring articles that provide genuine value to your audience and potentially can reach new clientele. And, for firms that cater to businesses, LinkedIn is a goldmine. It’s a place where legal updates meet professional advice, boardroom quagmires meet out-of-court resolutions, and where your ‘Connections’ become ‘Clients’. Crafting a Personal Brand on Twitter/X The fast-paced world of Twitter/X may seem at odds with the slow grind of the legal field, but here’s where your firm’s personal brand can truly shine. Twitter/X is about engagement and speed. It’s where news hits first and reverberates loudest. Law firms should capitalize by aligning their brand with ongoing conversations. Engage in topical threads, share insights on emerging legal trends, and interact with potential clients and industry voices. In the Twitterverse, conversation is content. Legal topics on Twitter/X often snowball into movements. Lawyers’ engagement with trending hashtags—#JusticeForAll, #PrivacyMatters or #TechLaw—can positively position your firm in eyes that might not have landed on you otherwise. Storytelling on Instagram Instagram, the visual platform, is not just about feeding your followers pretty pictures of courtrooms and case files. Here, you tell the stories behind the suits and the struggles. Behind every legal case, there’s a human story. Use the Story feature to offer glimpses of the people you advocate for or the causes you fight. Share testimonials or moments of legal victories unfolded in your eloquent captions and professionally shot images. Instagram can be a powerful advocate for the causes your firm champions. Whether it’s community service, social justice, or legal education, weaving these moments into your Instagram content doesn’t just bring empathy to your brand; it powers demand through the heartstrings. Finding Your Firm’s Voice on Facebook Despite appearing as the old guard in the fast-evolving social media scene, Facebook’s potential for generating legal leads is unmatched. Its vast and diverse user base offers law firms a unique chance to connect with potential clients personally. Facebook is where legal advice is exchanged, community engagement can spark inquiries, and law firms can show their approachable side with engaging content. Facebook stands out for law firms wanting targeted ads due to its advanced targeting features. Through posts, live Q&A sessions, or polls, lawyers can simplify legal concepts, offer advice, and make their practice more relatable. This direct engagement builds trust and positions the firm as a community pillar. By addressing local issues, updating on legal changes, and joining discussions, a firm can boost its visibility and reputation, converting followers into clients. Maximizing Reach With TikTok TikTok, a platform known for its viral trends and creative content, presents a unique opportunity for law firms to tap into a younger demographic and generate demand in a way that is both informative and engaging. The key lies in harnessing the power of short, compelling videos to demystify legal processes, showcase the human side of the legal industry, and highlight the firm’s expertise in a format that’s easy to consume and share. For law firms venturing into TikTok, the focus should be on creating content that educates while entertaining. Think bite-sized legal tips, myth-busting series, or behind-the-scenes glimpses into the life of an attorney. These can not only humanize your firm but also help viewers understand complex legal concepts in a straightforward manner. Participating in trending challenges or using popular music can increase your content’s reach while keeping your firm relevant and relatable. Interactive features like polls, Q&A sessions, and TikTok’s duet function invite direct engagement, turning passive viewers into active participants in the legal conversation. By balancing professionalism with personality, law firms can use TikTok to build a brand that resonates with a wide audience, emphasizing accessibility and trustworthiness. Mastering Multi-Channel Engagement In the cacophony of social media, finding your law firm’s voice and delivering a harmonious message across platforms is no easy feat. Yet, it’s this mosaic approach that can turn a casual follower into a lifelong client. Content is key on social media, and for law firms, it’s often the kind that’s long-form, well-researched, and legally-vetted. Whether it’s blog posts, infographics, videos, or podcasts, content should be informative first, engaging second, and promotional as an afterthought. It’s important to remember that social media is about being just that—social. Take the time to listen to your audience, engage with their comments, and shape your content to their conversations. Remember, it’s not just about talking; it’s about fostering dialogue. Tools of the Trade for Legal Social Strategies Like any other endeavor, the right tools can make the job not just easier but more effective. Here are a few to consider integrating into your legal social media strategy. Analytics and Insights Understanding the metrics behind your social media campaigns is crucial. Look for tools that provide in-depth insights into your content’s performance—what works, what doesn’t, and why. Scheduling and Automation For a busy law firm, maintaining a consistent social media presence can be daunting. Scheduling tools can batch your content and keep your channels humming even when your caseload is overflowing. CRM Integration Customer Relationship Management isn’t just for corporate conglomerates. Local firms can benefit from CRM’s ability to fine-tune their social media targeting and engagement so that every post is helping build more than just demand, but relationships. Takeaway Social media isn’t just the future of law firm marketing; it’s the now. The attorneys who master this platform aren’t just keeping up with the times; they’re in a unique position to define them. They’re the ones translating the call for justice, protection, and resolution into content that educates, engages, and entrusts their client base.  Give your law firm a fighting chance in the digital arena. Start posting, sharing, and engaging today. Because in a world where ‘viral’ isn’t just a medical term, it’s a marketing imperative, the legal minds who go social are the ones who’ll go the furthest.

Although Instagram is one of the most popular social media sites in the world, many legal marketers are reluctant to invest time in the platform because of its focus on consumer marketing and its youthful audience. If the past few years of marketing have taught us anything, it’s that trust and credibility can be damaged by a social media strategy that doesn’t catch on across major platforms. When looking up businesses they want to collaborate with, users frequently start their search on their preferred social media network. Consider the initial impression you would like to leave on a user who finds your social media page empty. In our yearly whitepaper, The Social Law Firm Index, we examined and ranked the top 200 law firms in America (as determined by the American Lawyer) based on how they use and adopt social media to spread thought leadership messaging. We’re looking at four law firms’ Instagram accounts in this post that are doing it successfully. Reviewing these four accounts will give you perspectives on how your law firm can update its Instagram strategy and show you what success on the platform looks like in 2023.

There are billions of social media users across the globe—so it would seem just being present on the platforms would be enough to reach new people. However, that’s not the case. Simply existing on social won’t do much for you—you need to focus on the ROI of your strategy. One of the best ways to see how you’re doing and to improve is by using social media analytics. Social media reporting will give you a leg up in producing engaging content that actually has an impact on your bottom line. Here’s what law firms need to know about using social media analytics to improve their digital strategy. What Are Social Media Analytics? Social media analytics are the data and reports based on metrics from one or multiple social media accounts. Savvy digital marketers gather and analyze this information to gain insights that are directly tied to their social media and overall marketing efforts. Here are a few of the things that proper social media analytics can help you to do: Obtain a more thorough understanding of who your target audience really is and where and how they spend their time. Figure out which social platforms are the best for your firm. Understand which types of content resonate with your audience, which can be applied to overall digital marketing activities. See which topics resonate best with your audience and which social media posts drive engagement. Learn more about what is and isn’t working in various campaigns and advertising. Create a more robust strategy that is better aligned to the goals that are important to you. Types of Social Media Analytics Reports As you can see, obtaining and studying this information has implications far beyond simply seeing which posts are most popular. However, which information should you be looking at? Here are some of the reports that we suggest generating monthly. Audience Analytics Report With this report, you can see the current number of followers for each social platform. You can also compare to a previous period so you can visualize trends over time. Published Posts Analytics Report This is simply the number of social posts published across your social accounts during a specific period. Interactions Analytics Report Here you can find the number of likes, reactions, and comments on your posts across multiple platforms. This is important for understanding engagement, especially over time. Click-through Analytics Report This number refers to how many clicks you get on any social posts published through HubSpot. Note that this is a specific HubSpot report, but you can find similar reporting in other analytics platforms. This data is helpful in understanding whether or not your content is driving action. Share Analytics Report Look at the number of posts your audience has shared if you want to gain an idea of how valuable they find your content. Impressions Analytics Report Here you can see the number of views that posts on your LinkedIn, Facebook, and Instagram pages received. Sessions Analytics Report With this report you can see how many web sessions on your site took place within a given period driven by social media. This is really valuable in understanding how social actually drives web activity and potentially leads. New Contacts Analytics Report Another HubSpot-specific report, you can view this data to see how many new contacts have been created in HubSpot due to web sessions driven by social media within the selected period. The Best Social Media Analytics Tools Just where does one find all of that handy reporting? There are a variety of platforms available to help dig deeper into your social media activity. The truth is that finding the right tools can actually feel overwhelming because there are so many. We’ve narrowed the list down to our favorites here. HubSpot Social Media Software This platform aims to give insight into the customer journey through integrated analytics tools. They help you to better understand your overall marketing journey and how social media impacts the bottom line. Users also love the resources available, such as social media analytics report templates, free social media analytics tools, and social media courses. TweetDeck As the name implies, this tool is Twitter-specific. It works in real-time to support marketers in viewing and analyzing Twitter engagement, management, and tracking. If you are a frequent user of Twitter, this tool is worth a look. Buffer The goal of this tool is to dig deeper into how you can grow your brand on social media. The software measures your performance on various social platforms, creating detailed reports about the data that matters to you, and offering ways to improve your reach, engagement, and more. Hootsuite This popular tool allows users to create customized social media reports using over 200 metrics across social channels and campaigns. Users love that the reports are shareable and support keeping your entire team on the same page. Sprout Social With this tool, you can take a closer look at your potential clients’ needs through the conversations your audience is having on social media. You can also use it to measure your specific content and campaign efforts across various platforms and channels to determine what’s working best among audience members and what needs some work. Mention Another social listening tool, this platform allows your firm to monitor, listen, and analyze your posts and interactions with (and among) audience members via different social media channels. An Effective Social Media Analytics Strategy If these sorts of analytics have never really been part of your reporting, you might not be sure where to start. Follow this simple 5-step plan to start making the most of the social media analytics at your disposal. Create SMART Social Media Goals SMART stands for Specific, Measurable, Attainable, Relevant, and Timely. Here’s a cool template that can help you to create these SMART goals and work toward them. Start by thinking through what you really hope to learn from social media analytics, and how you will use the information. Choose Which Metrics to Track You can’t track every metric, and once you set your SMART goals, it won’t make sense to. The metrics you want will vary based on which platforms you use and what you hope to accomplish, but some examples of commonly tracked metrics are reach, engagement, mentions, social ROI, social listening, and shares. Pick the Right Social Media Analytics Tools Narrow down which tools you will invest in for these purposes. We’ve covered a few of our favorites, but by all means do your research and see which options align best with the way that your team works. Some important things to consider are whether or not you need the tool to track across multiple channels and platforms, and of course what your budget is. These two things are the main drivers for most digital marketers’ decisions on tools. Also take a close look at the goals you set, the metrics that align to them, and which tool makes it easiest to obtain that information. Start Measuring After you implement your social media analytics software, you can begin to measure the success of your efforts. Start pulling the metrics you care about, and depending on which tool you choose, you can create customized reports and dashboards or pull the specific details about data points you care most about. Additionally, on a quarterly basis, you may want to take a look at your overall goals and see whether the tool is helping you to meet them. Make Necessary Adjustments A crucial part of monitoring social media analytics is using the information that you obtain. Without this step, you’re wasting your time and investment. Take a look at how reporting has been going and whether or not you’re getting the full picture that you need. Do you have the metrics necessary to understand your performance compared to your goals? If not, adjustments need to be made and you may even need to try a different tool at some point. It’s worth noting that many marketers mix up steps 2 and 3, choosing tools before deciding which metrics need to be tracked. We strongly suggest making a list of goals and associated metrics, so that you have a robust list of requirements when shopping for an analytics tool. Only by having that information ready can you make an informed decision about which analytics platform is best for your firm over the long term. Takeaway: There are many ways that tracking and acting on your social media analytics can help you to grow and reach your audience. By paying close attention to key metrics, you’re likely to end up seeing improvements in things that are tied to your ROI, like engagement, client loyalty, and more. Choose the right analytics tool to make sure your analytics really give you valuable insights based on your particular needs. 

As firms move through the year, plans are in full swing for a strong finish in 2023. Indeed, we have counseled law firms regarding the many creative and ethical ways to market themselves—TV commercials, billboards, radio advertising, internet advertising, and of course, the seemingly endless marketing through daily social media. As attorneys, we are trained to be excellent communicators, but how does that translate when trying to effectively communicate with our target market via social media platforms? In today’s world of split second likes, loves, and replies on LinkedIn, Twitter, and others, attorneys have to be aware and deliberate about what we post to our social media. What we post and how we post it establishes our brand. Indeed, social media can prove to be a double-edged sword, being both helpful as a marketing tool and equally as harmful as an ethical pitfall. Are your social media efforts in compliance with the Rules of Professional Conduct? How does your social media portray you personally? How does your social media portray you and your law firm professionally? Does your marketing meet the high expectations of our noble profession? Everything you choose to post is a building block to enhance your professional brand whether posted to your business, social media or your personal social media. When posting to your social media for your business think about what message you are sending. We recently learned of an attorney who markets himself on TikTok. This particular attorney chooses to tout himself and his abilities through videos. He weaves stories of his victories including details of case fact patterns. In and of itself, video is a wonderful way to market yourself. The problem is not that this attorney wants the world to know about his successes, the problem rests in the message. You see, this attorney brags about getting his clients lesser sentences than they deserve in criminal cases. The revealed disturbing fact patterns usually involve someone driving under the influence, causing significant physical damage to another’s property, and oftentimes involve personal injury to innocent bystanders. He can’t believe his luck at the outcomes he gets for his clients and can’t wait to share it on his social media outlets. But what message is he really sending? Is he telling the public that it is OK to break the law, cause harm to others, and then hire him to get them out of their charges with little more than a slap on the wrist? Is that really what we want the public to believe? Are these sort of messages even ethical? Is he breaching his duties of confidentiality and loyalty to his clients? What about his former clients that may not have gotten a similar stellar result? Is he opening himself up to a potential lawsuit or Bar complaint by a former disgruntled client that wonders why they did not get a similar result? Although some states have not created a policy on social media, the ABA has instituted guidelines to assist lawyers in understanding their obligations while using social media. These guidelines can be found in ABA Formal Opinion 14-480. Some of the guidelines include: Duty of Confidentiality According to Model Rule of Professional Conduct 1.6, online communications are governed by the duty of confidentiality even if the information is public record. If it is reasonably likely that a third party could ascertain the identity of a client from the information used in a social media post, it might be a violation of Rule 1.6. In one instance, an attorney from Illinois cited in ABA Formal Opinion 14-480 received a 60-day suspension for posting about her clients on social media without their permission. Advertising and Client Solicitation Any communication discussing a lawyer’s services through any form of media could be considered advertising according to the ABA’s rules regarding the solicitation of clients. Make sure you are familiar with these rules and proceed accordingly, as it can often be difficult to determine whether a social media post actually serves as an advertisement. Creation of an Attorney-Client Relationship Be aware of any comments and responses that you make on social media that might later indicate the establishment of an attorney-client relationship by implication or the perception of an attorney-client relationship. n using social media to market your legal services, it is important to create a strategy to follow so you can ensure that you are acting in line with your ethical obligations. Below is a helpful checklist of items to consider: Know the rules and responsibilities lawyers have on social media in your jurisdiction. Identify your goals. What do you hope to gain from your social media marketing campaign? Are you looking to build your client base? Do you want to build greater brand awareness within the legal community? Do you want to generate discussion about a particular issue or your practice area? Do your research. What are your competitors doing on their social media sites to market themselves? Does the type of marketing and message resonate with you and what you believe your client base will connect with? Consider your content. Think about how your content will be received by others. Will the content portray you in a positive, professional light? Will the content reflect on the legal profession positively? Consider whether the content shares any confidential information from a client such that you would breach an ethical duty. The ethical duties of client loyalty and client confidentiality are so fundamental to the attorney-client relationship that you must always keep them top of mind given the ease with which one can share information on social media platforms. Could someone reasonably ascertain the identity of your client from the information you intend to share on your social media platform? If so, it could be a Rule violation. Before posting content to social media, ask yourself, “Is this information I would feel comfortable announcing publicly at a State Bar related event?” In this ever-increasing world of social connectedness, make sure you are thoughtful and informed in how you proceed to market yourself and your law firm. What information you share with the world and the tone in which you share it could end up being more damaging to your law practice than helpful. Ensure your actions and words are in line with the Rules of Professional Conduct, and make sure that your communications portray you and the legal profession in a professional and positive light.

It’s never too late or early to start using LinkedIn. You have to start somewhere. I didn’t always have a strong LinkedIn network or presence. Just like everyone else, I had to start from scratch. And there was a long time where I didn’t do much on LinkedIn except for accepting connections. I dipped my toes into using LinkedIn by first building a strong profile and a wide network of connections. I made a connections plan and thought about who I could connect with from college and graduate school as well as all of my past jobs and volunteer positions. (When it comes to LinkedIn, having more connections is better to raise the likelihood that your posts will be seen.) Then I focused on my interaction on the platform, first liking, sharing, and commenting on my network’s posts. When I became more comfortable and confident, I started creating posts myself. Those included sharing articles I found that were relevant and useful to my network. I used Twitter to help me source articles by following various publications of interest to me and my connections. I thought of myself as a news aggregator, bringing important information to my network. I was able to differentiate myself by adding a few lines of text with each article explaining why it was important or insightful for someone to read. And that is such a key step to build in as part of your social strategy. You can’t just share an article without any introductory text. You get extra points if you tag an entity or a person in the post as well. And a gold star if you start to use a hashtag strategy (hashtags help your posts become more discoverable on any social platform). I reached my full LinkedIn potential when I began to create my own content, providing my network with helpful tips and insights. I paid attention to when my connections were on the platform so that they would be most likely to see my posts. I refined my content based on how well each post did. I started to use images and hashtags for each post. And most importantly, I had confidence in what I was posting. I didn’t become discouraged if a post had a low number of likes, instead I tried to learn from it and refined my content strategy based upon the performance of each post. Here’s what I did to grow my LinkedIn network and turn it into a business. If I can do it, so can you! I focused only on the social channels where my target audience was (this meant LinkedIn) I liked, commented, and shared others’ posts I started writing about my speaking engagements and created takeaway posts I turned my PowerPoint slides into social posts recapping the webinar or event I built an editorial calendar to plan future posts I shared only value-added content I created visuals for each post I made my content interactive and used video I gave away free content, tools and helpful info I looked at others for inspiration/ideas I told personal stories and injected my personality into posts I developed a hashtag strategy to enhance visibility of posts I regularly engaged with my followers—respond to each comment on your posts. It’s very helpful in terms of LinkedIn’s algorithm as well as just being a great way to interact with those who like your content. I built a strong profile and regularly updated it, using new features released by LinkedIn (such as the amazing Featured section which enables you to pin certain posts to the top of your profile I cultivated my network—adding new connections every week I checked my LinkedIn messages, and actively sent messages to connections with whom I had lost touch or who were important to me so that I was top of mind with them I recycled my greatest hits—reposting past content that did well using my editorial calendar to help me plan out content I set up a sharing “pod” with 4 LinkedIn connections I used analytics to refine my efforts I posted at least 3X a week (then increased that to 5X), and I didn’t get discouraged if no one liked my posts. I knew that the audience would come if I posted good content. The greatest thing about LinkedIn is that it’s never too late or early to start using it. You have to start somewhere. We all did. I have a lawyer client who’s in his early 60s who never used LinkedIn other than to create a profile and accept connections. He successfully started using it to bring in leads and build his brand within just 18 months of making LinkedIn part of his business development strategy. I hope this shows you that anyone can achieve success on LinkedIn and why it’s worth making LinkedIn part of your marketing strategy. Stay the course. Social media success is a long-term investment in you!

Imagine seeing five different exit signs on the highway for the same destination. Confusing, right? Multiple sites for one firm can be similarly misleading for a law firm’s prospective clients. Some firms come to us with several sites for a single practice. They may have been told that this is a way to get more irons in the fire and dominate the SERPs. While there are a few exceptions, the rule is that a multi-site strategy usually does more harm than good for a firm’s visibility. Let’s cover the whole scope: why multiple websites appeal to law firms, how Google treats a single brand with multiple sites and the SEO advantages of a single-site approach. Why Firms Think They Need Multiple Sites Tricking Google with multiple websites? A delightful illusion, unfortunately, that many lawyers cling to in a misguided attempt to dominate the search engine results pages (SERPs). Firms may feel that they could achieve ranking with several URLs for the same keywords, filling the first page of Google with multiple sites that drive traffic back to the main brand. However, the multiple-site approach to SEO for lawyers tends to backfire. SERP cannibalization often leads to multiple pages and multiple sites from the same company competing for the same keywords. This can confuse search engines and dilute page authority. The result is that none of the pages rank well. Plus, managing multiple sites stretches you thin, requiring unique content and SEO strategies for each site which leads to inefficiencies and inconsistency instead of boosting visibility. Google’s View On Multiple Sites “Duplicate content is not only confusing for users, it’s also confusing for search engines. Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.” –Google Google encourages businesses to focus on a single website. This is especially important in light of new algorithm updates that combat spam. Google ranks pages based on the authority of the site. Backlinks are generally good for SEO, but they can also be very spammy. A huge influx of backlinks, especially on new sites, may be viewed as inauthentic or spammy. Quality Matters More Than Quantity Increasingly, Google is looking at other signals beyond backlinks to assess a site’s authority and trustworthiness. Instead of spreading your SEO budget thin across multiple domains, Google is saying it’s more effective to create high-quality content and build genuine relationships with reputable websites. SEO Disadvantages of Multiple Sites Splitting your resources: Each new site requires time and effort to develop content, gain backlinks, and establish domain authority. Bye-bye budget: The financial commitment to succeeding with multiple sites is significant. Most firms are better off investing in a single, optimized platform. Reputation issues: Multiple sites can confuse prospects. When people encounter similar content across different sites, they may question your firm’s legitimacy. Decreased trust means decision fatigue and decreased leads. SEO Advantages of a Single Site Focusing your efforts on one robust website can more effectively communicate your value proposition and engage your audience. Reputation enhancement: By consolidating efforts into one site, you strengthen your firm’s authority and trustworthiness for both search engines and users. Better ROI: A single-site strategy offers better ROI by streamlining your SEO efforts. This approach simplifies management, reduces costs, and allows more investment in high-quality content, user experience, and technical SEO. Clearer data: A single site makes monitoring analytics easier, offering more accurate insights into audience behavior for informed decision-making. Exceptions There are a few situations where multiple sites might be beneficial. Sub-brands: If you’re experimenting with reaching a whole new audience under an entirely different brand, you might try a separate site to avoid confusing your existing clientele. Perhaps you’ve been serving car accident personal injury clients in Chicago but you want to try reaching farm worker injuries in rural Illinois. In this case, the SEO strategies will be very different regardless. (We should note that we don’t usually recommend creating a second brand to reach different audiences; often when firms try to “branch out” with new brands they struggle with authority signals because the brand doesn’t have any history or momentum.) Microsite: If you’re launching a product or promoting an upcoming event, you may want to develop a one-off site. But the SEO investment in microsites should be proportional. Internationalization: If you’re working in multiple countries, you may need dedicated sites tailored to local markets. These sites should offer content and user experiences that resonate with cultural, linguistic, and legal differences (i.e., it goes beyond mere translation). In each of these cases, separate websites can help ensure that your messaging aligns with your intended audience all while ultimately supporting your broader business goals. Of course, multiple domains make a lot of sense if you’re trying to get ahead of common misspellings or name variations or prevent competitors from snapping up related terms. But these domains will usually point to the same single website. Review and Next Steps The right approach to legal SEO should combine tested principles with personalized tactics specifically adapted to your firm, your market, and your growth goals.

Artificial intelligence (AI) has revolutionized content creation, turning what was once a time-consuming task into a smooth, efficient process. With AI tools, marketers can now produce high-quality content faster, allowing them to focus on strategic goals. But how can law firms leverage these advancements to enhance their marketing efforts? In this article, we’ll delve into the top types of AI-generated content, insights from HubSpot’s State of AI survey, and practical tips for integrating AI into your law firm’s content strategy. 1. Top Content Types for Generative AI AI-generated content is becoming increasingly popular among marketers. According to HubSpot’s State of AI survey, 46% of U.S. marketers regularly use AI to create marketing content. The most common content types include: Emails and Newsletters: AI can optimize email timing, generate catchy subject lines, and perform A/B testing to boost engagement. Social Media Posts: AI helps create content ideas and headlines and even optimize posting schedules based on audience behavior. Blog Posts and Long-Form Content: AI tools assist with topic generation, drafting, and personalizing content for specific audiences. Product Descriptions, Landing Pages, and Whitepapers: AI helps create concise, impactful messaging for various marketing channels. 2. AI-Generated Marketing Content in 2024 As AI continues to evolve, its role in marketing will only grow. In 2024, the global market for AI in marketing is projected to reach $2.6 billion, driven by businesses leveraging AI to create personalized, scalable content. Law firms can use AI to produce high-quality content across platforms like social media, blogs, and email marketing. With AI, you can automate repetitive tasks, freeing time for more strategic activities like client relationship management and case strategy. 3. Pros and Cons of AI-Generated Content Marketing Pros: Efficiency and Scalability: AI tools allow you to generate content quickly and efficiently, maintaining a consistent online presence. Personalization: AI analyzes client behavior, enabling more personalized content that resonates with your audience. Cost-Effectiveness: Automating content creation reduces labor costs, allowing your firm to allocate resources more effectively. Data-Driven Insights: AI can analyze vast data sets to uncover trends and optimize content strategies. Cons: Quality and Authenticity Concerns: AI-generated content can sometimes feel generic or disconnected, requiring human review and editing. Ethical and Privacy Issues: AI tools rely on large data sets, which can raise privacy concerns. Ensuring compliance with regulations like GDPR or the CCPA is critical. Dependence on Technology: Over-reliance on AI can stifle creativity, so it’s important to maintain a balance between AI-generated content and human input. 4. AI-Generated Content Marketing Tips Treat AI as a Collaborator: AI should enhance, not replace, your content creation process. Use AI to generate outlines, research, and initial drafts, then personalize the content with your firm’s unique insights and expertise. Automate SEO and Content Distribution: AI tools like HubSpot’s content assistant and SEO platforms can optimize your content for search engines, ensuring your law firm’s content is always relevant and visible. Focus on Dynamic Content Optimization: Leverage AI to monitor real-time data on how different segments of your audience interact with your content. Use Creative AI Prompts: When brainstorming, AI-generated prompts can inspire unique angles or topics that you may not have considered. This keeps your content fresh and engaging. Key Takeaways AI has the potential to transform your law firm’s marketing strategy by streamlining content creation, enhancing personalization, and providing data-driven insights. While AI-generated content offers efficiency and scalability, it’s essential to balance its use with human oversight to ensure quality and authenticity.

There’s a more effective—and versatile—tool for showcasing your law firm’s successful representations than case studies. Case Studies Are a Flawed Tool Case studies have their place as a marketing and business development tool, but they have notable flaws. First, they’re self-promotional. That’s not a surprise since they’re unabashed marketing and sales tools, nor is there anything inherently wrong with that. The problem is that they’re rarely engaging because they rarely provide value to readers. They exist to tell readers THAT a law firm achieved a result. They don’t exist to show HOW the law firm achieved that result. Second, and on a related note, case studies often have a problem-solution-result structure. As a result, they discuss successful client representations in a straightforward manner, often in a cold, clinical fashion. That’s great if a law firm wants to prioritize efficiency in its marketing and sales content. But this structure forces law firms to take a narrow approach to describing a client success that likely warrants a deeper discussion of the strategies they employed. (More on that in a moment.) Third, case studies naturally focus on a particular client’s legal problem and its solution. Because the solution was based on the facts and circumstances the client found itself in, case studies rarely have wider appeal beyond a limited number of prospective or current clients with the same legal/business problems and the same facts and circumstances as the clients featured in case studies. (That’s not a bad thing when a case study is part of a one-to-one or a one-to-few approach to business development, but it limits the efficacy of a case study when used as part of a one-to-many marketing program.) Finally, case studies’ standard problem-solution-result structure doesn’t allow law firms to get into the details of how they were able to secure the successful resolution of their client’s legal problem (while, of course, being mindful of privilege and confidentiality concerns). The structure is not conducive to law firms talking about the strategy and execution that helped bring that result to life. This is the fatal flaw of case studies. Thought Leadership Articles Are More Effective Tools for Showing Off Client Successes Than Case Studies When a law firm talks about the strategy and execution it employed to secure a favorable legal result for a client, it is conveying to clients and referral sources the knowledge, wisdom, and insights it has regarding that kind of legal/business issue. That knowledge and wisdom, and those insights, can go a long way in putting a law firm “on the map” in terms of clients and referral sources considering them the next time they or their clients have a legal/business issue they will look to an outside law firm for assistance with. Case studies do not allow for such discussions—but thought leadership articles do. That’s why they’re more effective tools for showing off client successes. Case studies are focused on achievements: “Here was the problem. Here’s what we did. We won. Congratulations to us.” All within generally 500 words or less. But with thought leadership articles, law firms can take readers behind the scenes and discuss how they overcame particular challenges and difficulties to secure a great result for their client. When they do that, they’re showing off the knowledge, wisdom, and insights their attorneys have. That’s what resonates with clients and referral sources. They’re seeing more than just the end result: They’re seeing the attorneys’ thought process, their adaptability, their strategy, and their execution. When clients and referral sources understand HOW a law firm was able to secure a great result for a client, they will gain a greater appreciation for how that law firm could help THEM with their legal or business issues and secure a similarly successful result. Thought Leadership Articles Are Also More Versatile Tools Than Case Studies When law firms produce thought leadership articles about a successful representation, they can distribute them just like they would a case study, such as via social media, email, and their website. But there’s one key channel law firms can distribute their thought leadership articles through that they can’t distribute their case studies through: media outlets. They can submit a thought leadership article to a third-party media outlet for publication, which gives them the opportunity to get it in front of people who might not already know the firm, might not be followers of the firm on social media, or receive the firm’s email newsletters. They’re exposing a whole new audience to their successful representation compared to a case study, which will almost always be transmitted through channels requiring a preexisting relationship with, or preexisting knowledge of, the law firm (e.g., website, social media, newsletter). In addition to an article in a third-party publication, a law firm’s thought leadership regarding their successful representations can take multiple forms, such as podcasts, short- or long-form videos, and webinars. Going even further, law firms can approach thought leadership regarding their successful representations from a bunch of different angles. They might start with a “how we did this” format, where their attorneys walk through three, four, or five different challenges they encountered when representing a client and how they overcame those challenges to secure a great result. But then, the attorneys have the opportunity to create derivative content, such as best practices for handling a type of legal issue or matter, or misconceptions when doing so, or red flags regarding some aspect of the legal matter at the center of their case study, or lessons learned from handling that type of legal matter, or even comparing and contrasting various ways to approach that type of legal matter. A Few Words About Privilege and Confidentiality Concerns While reading this post up to this point, you might have thought, “But what about confidentiality and privilege? Won’t they impact how my law firm approaches discussing successful client representations in the form of thought leadership content?” Of course they will, though those concerns will also impact how your law firm drafts its case studies. When creating thought leadership content about how your firm approached a client matter, you and your colleagues will obviously need to not give too much detail about your client, their circumstances, and the ins and outs of their legal or business issue. But you can still communicate the strategies your firm employed and the steps it took to assist the client in a way that does not divulge privileged or confidential information. It’s actually a good thing that you don’t go into deeper detail about what your firm did. By having to zoom out a bit, the thought leadership content will be applicable to more potential clients. Removing details about specific facts and events means more similarly situated clients will think that your law firm could help them with their similar legal or business issues instead of focusing on how your firm helped a client in a specific situation with specific facts and circumstances those similarly situated clients aren’t facing. A Better Approach To Communicating Client Successes Thought leadership content regarding successful representations of clients is a more effective and versatile tool for showcasing those representations than case studies. Their added depth and potential for both multimedia formats and derivative content should elevate them to the tool law firms use most often when discussing successful client representations in a marketing or business development context. Sure, case studies have their place in the legal marketing and business development mix. But they can’t carry the intellectual and persuasive weight that thought leadership content about client successes can.

The Communication Challenge In the legal profession, attorneys exist because of one essential factor: their clients. Yet, according to surveys by the International Bar Association, the American Bar Association (ABA), and the California Bar Association, the number one complaint from clients is a lack of communication. This pervasive issue transcends firm size, practice area, and geography, affecting attorneys worldwide. Understanding the client’s perspective is crucial. While procedural justice and therapeutic jurisprudence have explored attorney-client interactions from the attorney’s viewpoint, the client’s experience has been largely overlooked. This article delves into why communication is at the heart of a successful attorney-client relationship and offers practical strategies to exceed client expectations. The Importance of Communication Building a trusting relationship with clients is often the cornerstone of success in any legal matter. Surprisingly, surveys reveal that at least 50% of successful clients report dissatisfaction with their attorneys, not due to incompetence or negligence, but because of poor communication. In a study of 44 successful clients, 60% cited communication issues as their primary concern. A significant report by the International Bar Association involving 219 senior counsels found that poor communication was the leading reason clients terminated their attorney-client relationships. This issue spans all demographics and practice areas, highlighting a systemic problem in the legal industry. The Cost of Poor Communication According to the ABA’s “Profile of Legal Malpractice Claims,” only 10% of malpractice claims stem from the poor application of the law. The remaining 90% result from poor communication with clients. This staggering statistic underscores the critical importance of effective communication—not only to maintain positive relationships with clients but also to protect against malpractice claims. Clients have shared their frustrations in surveys, expressing feelings of being ignored, demeaned, or left in the dark by their attorneys. One client noted, “I went to my attorney because of her reputation and expertise, but she just doesn’t listen. She assumes I don’t understand anything. This is my case, I want to be heard.” Another added, “My attorney never bothered to explain the legal terminology. I felt like I was begging for information about my own case.” These statements reflect a broader sentiment that many clients feel unimportant and undervalued when their attorneys fail to communicate effectively. Understanding and Managing Client Expectations Clients don’t expect constant communication but need to feel secure, informed, and significant to their attorney. They want to hear from their attorney at key moments, whether there is progress, no news, or when there is bad or good news. Even when attorneys are busy, clients still need reassurance that their case matters. Understanding client expectations can be challenging, especially for those who are new to the legal process and may have unrealistic views shaped by popular media. However, attorneys can manage these expectations by educating clients about the legal process, setting clear communication protocols, and maintaining regular updates. Educating clients about the legal process helps them form more realistic expectations and reduces their anxiety. When clients understand the steps involved in a lawsuit and the typical timeline, they are less likely to feel frustrated by perceived delays or lack of communication. Establishing a regular communication schedule that includes both updates on their case and educational insights into the legal process tells clients that their attorney is invested in their case and their well-being. Practical Steps for Better Communication To exceed client expectations, attorneys should focus on two critical areas: listening and regular communication. 1. Listening. Anxious clients need to feel heard. Attorneys should: Listen carefully to their clients’ goals and concerns without interrupting. Consider the emotions driving the conversation and respond empathetically. Validate the client by repeating back what they’ve heard before responding. Clients who feel their attorney is truly listening are more likely to trust and feel satisfied with the legal process. 2. Communicate Regularly. The illusion of communication is a common pitfall. Attorneys may think they are communicating enough, but clients often feel differently. Regular communication should include: Updates on the case’s progress. Explanations of any legal terms or processes the client may not understand. Regularly scheduled check-ins, even if there is nothing new to report. This consistent communication helps clients feel informed, valued, and respected. The Bottom Line Effective communication is not just a courtesy; it is a fundamental aspect of the attorney-client relationship that can significantly impact the outcome of a legal case. By listening carefully, managing expectations, and maintaining regular communication, attorneys can build stronger, more trusting relationships with their clients. In doing so, they not only enhance their professional reputation but also protect themselves from potential malpractice claims.

It is essential to fill an open position at your law firm. Whether it is an attorney, paralegal, legal assistant, or administrative staff member, most law firms cannot afford to have key positions remain open when there is work to do. When positions are not filled, essential work is likely not being done. To the extent it is being done, it might mean that an employee has to do the job of two employees, like an attorney handling a more extensive caseload than they can comfortably manage. Sometimes, it might mean that an employee performs job functions outside their normal job functions and qualifications. Some Candidates Might not Be Local When your firm posts open positions, applications can come in from candidates who are outside the locality. The candidates are in another city or state. Sometimes, the applicant is in another part of the world. Recruiters may even recruit outside the locality where few local candidates are applying. The hope is they can lure somebody to the job location. Thus, it is increasingly likely that when a law firm looks at potential candidates, the pool consists of local candidates, with some that are not. What Concerns Should Law Firms Have About Non-Local Candidates? When candidates are not local and need to relocate for the position, law firm managers and owners need to screen these candidates carefully. Below are some questions a law firm may want to look into: Would the candidate be happy if they uprooted to a new location to take the position? If the candidate relocated for the position, would they stay long-term? Or would they be looking to return home at a later date? How long would it take the candidate to uproot and begin if the position was offered? Consider that many candidates may need to sell a home, uproot their family and kids, etc. Has the candidate ever been to the location where the position is? If they have, what do they think of the city, state, and locality? If they have not, are they sure they want to move somewhere they have never been? Would they return home if a position of equal quality and salary became available in their current location? Or would they stay once they accepted the position? Will the candidate need moving expenses to accept the position? If so, is the law firm willing and able to cover them? In the end, law firms may decide to hire candidates who are relocating. If the answers to the above questions or similar questions in an interview are positive, the relocation may work out. But if the answers are not positive, and the law firm has a candidate who is already local with equal or superior credentials, a law firm may decide to hire the local candidate. A local candidate can usually begin quickly. The reality is that many candidates who accept positions outside their locality back out once they get a job offer in their home state/city. Many candidates who accept positions get homesick and want to return home after some time. If the law firm is fronting moving expenses, it is frustrating if the candidate doesn’t stay a long time. It can also result in disruptive turnover within the law firm.

In the competitive landscape of the legal field, establishing oneself as a thought leader is paramount. Publishing a by-lined article in a respected legal publication serves not only as a testament to a lawyer’s knowledge but also as a strategic tool for career advancement and business growth. Let’s explore how this influential piece of content can transform your professional trajectory. Positioning as an Industry Thought Leader 1. Credibility Enhancement Lawyers gain substantial credibility by contributing well-articulated, insightful pieces to esteemed legal publications like The American Lawyer, Law 360, or The National Law Journal. This demonstrates their deep understanding of complex legal matters and establishes their authority in the field. 2. Peer Recognition A by-lined article offers the opportunity for peers to recognize and respect the unique insights of the lawyer, fostering professional relationships and collaborative opportunities within the legal community. 3. Client Attraction Potential clients are often impressed by a lawyer’s published works. Articles that resonate with readers can lead to new client inquiries, offering a direct pathway to expanding one’s client base. Amplifying Exposure Expanded Reach: Articles published in legal journals or online platforms are accessible to a broad audience, including prospective clients, referral sources, and legal contemporaries. Media Attention: Journalists and media outlets often turn to published articles for authority opinion, which can result in further exposure through interviews or quotes. Enriching Content Quality Here are tips for ensuring an article’s success: Engaging Introduction: Draw readers in with a compelling narrative or a provocative question. Substantive Body: Provide thorough analysis and unique perspectives on relevant legal topics. Clear Conclusion: End with strong takeaways that reinforce your main points and provide practical value. Maximizing Post-Publication Benefits Once the ink dries and your article is out in the world, it’s time to magnify its impact. Social Media Sharing: Disseminate your article across LinkedIn, X.com (aka Twitter), and other professional networks to foster engagement and discussion. Follow-up Content: Consider writing blog posts or hosting webinars that expand on the article’s themes, keeping the conversation going and your profile in the spotlight.

Lawyers often carry out marketing programs under the misconception that if they offer general information about their practice, their prospects will figure out the rest. Wrong! If you assume your prospects will fill in the blanks, you’re asking too much. For example, if I said to my prospects, who are attorneys, “I’m a marketing consultant for lawyers” and told them nothing more, I might get a few phone calls, but not enough to sustain a business. As consumers, you and I are bombarded with hundreds of marketing messages every day. We do our best to screen them out unless the product or service interests us. The problem is, sometimes we get so good at screening out advertising that we exclude even those ads that could have helped us had we paid attention. Then we turn the tables. As marketers, you and I take little comfort knowing that our prospects try to screen out our messages as successfully as we screen out messages from other advertisers. How you craft your marketing message and how you deliver information directly relates to whether your prospects focus on your message or tune it out. The most powerful marketing messages are specific and direct. They leave nothing to your reader’s imagination. What’s more, you’ll find that the more information you provide, the more your prospects believe your message because it is positive and specific. These tips will increase your prospect’s interest, your credibility, and your chances of getting the response you want. Apply these tips through all of your marketing communications: Tip #1: Provide Full Facts That Support Your Marketing Message When you identify and prove the problem exists—and identify and prove your solution works—you should include specifics, numbers, facts and detailed descriptions in every step. Here are sample statements about lawyer marketing. Which do you find most persuasive? Statement 1: Lawyers who market their practices increase their average income. Statement 2: Lawyers who market their practices increase their average income by 300%. Statement 3: Lawyers who market their practices increase their average income from $75,000 to $225,000 per year. Summary: Statement one offers no specifics. It may be true, but you find no facts on which you can rely. It is nothing more than an unsubstantiated claim. Statement two is more vivid because of the 300%, which is clearly an eye opener. Statement three is the most persuasive because it gives exact dollar amounts that you clearly understand, rather than a percentage. Disclaimer: Don’t rely on these numbers because I made them up. But even if the numbers aren’t correct, they look correct because they are specific. Specifics create the appearance of truth. Your marketing is vivid, persuasive, and credible when you include specifics. No question, when you write in generalities, you write more quickly. But the time it takes to research and include precise facts is well rewarded because your persuasive powers increase dramatically. Tip #2: Invite Your Prospects to Take Action At one time or another, you’ve probably called a business only to find that the person who answered the phone was less than helpful and, perhaps, downright rude. After we experience this a few times, all of us wonder whether our calls are welcome. In your materials, use statements like: I invite you to call with your questions or concerns. I’ll be happy to talk with you over the phone or in person, whichever you prefer. You could rephrase it, focusing on “you”: You’re invited to call me to discuss your company’s legal matters. I’ll be glad to talk with you over the telephone, or in my office or yours, whichever is easiest for you. Tip #3: Tell Prospects the Action You Want Them to Take The more you leave to chance, the more you risk that your prospect won’t do anything. Here are a few action statements: To receive your free copy of my Executive Briefing on Director’s Liability, call (phone number) or e-mail (address). If you’d like to talk with me over the telephone, call (phone number). Call now to reserve your seats for my next seminar: (phone number). Tip #4: Tell Prospects How Easy It Is to Respond Your prospects may perceive contacting you to be such a hassle that, instead, they decide to “just forget it!” What’s more, they may hate leaving messages because not all lawyers return phone calls. Take these steps: Tell prospects how easy it is to respond to your offer. Then assure prospects that, if you’re not available when they call, you’ll return their calls promptly. For example: You can reach me by phone (number), fax (number), or e-mail at (address)— whichever you prefer. If I’m with a client when you call, I’ll get back with you just as soon as I’m available. You can reach me simply by picking up the phone and dialing (number). If I’m out when you call, I promise I’ll return your call just as quickly as I’m back in the office. Tip #5: Tell Prospects the Specific Services You Offer Law has become so specialized that your services may be more narrow or broad-based than your prospects expect. The only specific, direct way to cover your bases is to describe in detail the services you offer. Because if your prospects don’t think you provide a particular service, they’ll call someone else. To attract prospects who need specific services, you should spell out in your marketing materials the services you offer. Tip #6: Name the Specific Clients You Serve If your field of law is broken down by the types clients you serve, spell out those types or groups. If prospects don’t see their group in your materials, they could easily conclude that you won’t represent them. Tip #7: Provide Specific Facts Whenever Possible One of my friends is a trial attorney who won the largest judgment in Arizona. When I refer a prospect to him, if I told the prospect only that he is a trial attorney, they might not know what that means. This is because people think of lawyers more for the types of cases they handle and the type of law they practice than for the methods they use (trial) to achieve the result. So, instead, I give them key facts on which they can rely: First, I say he is my friend, which transfers my credibility to him. Second, I say he won a $1,500,000,000 judgment at trial, the largest ever awarded in Arizona, which proves he is a skilled, experienced lawyer. Third, I say he has handled several cases for my wife and me, which serves as our testimonial. Three key facts, all true, all specific, and all designed to help the person decide whether to contact this lawyer. In conclusion, you hurt your marketing effort when you use words that are not specific or direct. Don’t assume anything. Spell out everything. Generalities hurt. Specifics persuade.

When it comes to marketing for lawyers, building a relationship with your prospective client is critical. Before a client will trust you, they must feel as though they know you and like you. This is where regular writing can be a big help. By regular writing, I mean using a blog, a newsletter or a weekly email to keep up communication with your base of clients and prospective clients. Writing and sharing these articles with some frequency will allow your readers to gain insight into your mindset. It allows them to project themselves into your world and they can actually develop a relationship with you through your writing. You Write for Two Audiences: Clients and Referral Sources When I introduce this as an important component of marketing for lawyers, I always receive some resistance. This comes from criminal lawyers, immigration lawyers, personal injury lawyers and family lawyers. They tell me that people will not even visit their website until they have a need for their services. While this may be (partially) true, when they do visit your website, they will read EVERYTHING that is up there. If the information is only about you and your law firm, they will not have a full understanding of how you can help them. It is far better to have them read an ongoing narrative of your thoughts than to read a canned bio. Referral sources will also regularly read everything you write. It is critically important that your referral sources know you, like you and trust you. If you can keep them interested in what you have to say, on a daily, weekly or monthly basis, you will be amazed at the business that comes your way. Think about the member of the clergy who wants to refer immigration cases to you or the financial planner who needs to refer a divorce attorney to a client. If they want to send this referral to you, how will they gain any insight into who you are and your philosophy? How to Write When attorneys start writing on a regular basis, they complain about the amount of time it takes. It does take time to organize your thoughts and put them into a coherent format for print or Internet consumption. But it is not like writing an academic research paper. You are writing to develop a relationship. Nobody is grading you. While including facts and figures is good, sometimes people are more interested in what you think and how you feel about the topic. That is how relationships are developed. You do not build a relationship in a sterile environment with clinical information. It is messy and emotional. That’s life and that’s how you should write. There are four elements that should be included in an article you are writing for the purpose of building a relationship. These elements are summarized by using an acronym. P.O.K.E. That stands for Personality, Opinion, Knowledge and Entertainment. Those are the four things readers are looking for when they read your writing. Below are some ways to incorporate each of these elements into your writing style. Personality Each of us has a distinct “voice” when we write. Legal writing tends to dull that voice. You need to find it and put in on display in your marketing. Be a real person. Demonstrate some emotion. People are not hiring a robot when they need a lawyer. They are hiring a flesh and blood human being and they expect you to act like one. Show them who you are through your writing. Opinion What do you think? How do you feel about this topic? Those are the questions running through the mind of the reader while they are reading your article. If you take a stand, offer an opinion, some people will disagree with you. Some may even be turned off. But others will bond with you forever. Have some courage. Give your opinion. Your readers want it. Knowledge Educational marketing is fantastic for demonstrating knowledge. Your challenge is to do this in a way that is not condescending or demeaning. Help your readers discover the truth; do not beat them over the head with it. You are helping people explore, grow and understand; you are not teaching. There is a huge difference. Entertainment People want to feel something when they walk away from reading your work. You must engage them emotionally. That is what entertainment is all about. You must, at some point, tap into their emotions and stir up some kind of feeling in them. That is the only way to truly develop a relationship with them. Writing this way is an acquired skill. It takes practice. Start by thinking about how you tell a story and model your writing after that. Then go back and look for each of the elements of the P.O.K.E. method in your article. If you can identify them, you’ve done well. If you can’t, see what’s missing and add it in later. It’s also very important to remember that all of these elements must be interesting to the reader. This can be done in three different ways: Third-Party Stories Telling a story about a third party is an effective way to get your point across to your audience. Think of the story as an educational opportunity. Grab the audience and pull them into the story but wrap it up with an educational message. The third-party story blends emotional appeal with the appearance of a logical fact pattern. Case Studies Case studies are a more academic version of the third-party story. They contain actual facts, case information and often will contain citations. Many people use case studies when they want to make a logical appeal to their audience. Some people find this methodology to be more sterile and academic. Personal Experience This is the most effective form of writing. When you tell a story about yourself, it allows the audience member to paint a mental picture of the entire situation. The receiver of your message will suspend disbelief and “get into” the story. They will feel the emotions you felt. They will relate to you. These three additional methods of emotionally engaging the audience of your message are all highly effective. The only decision you need to make is which method makes the most sense for you. Experiment with each writing style in your attorney marketing.

As part of your law firm’s strategy, you want (ideally) to align your pricing methods, metrics and communications with your clients’ value proposition. That, of course, is easier said than done. Most firms struggle to achieve the delicate balance between the rates they need to charge and the rates clients are willing to pay. And all firms face the same fear: What if you miscalculate and lose your best clients? Still, there comes a time when you have to increase your rates to stay profitable. How to Raise Fees without Losing Clients So, how do you implement a rate increase without driving away the client? It comes down to communication, metrics, timing and value. Here are some thoughts on how to go about it. Get over the fear factor. Don’t let fear keep you from raising rates! Chances are, if you are making excuses to avoid a rate hike, those excuses are a cover for speculations based on fear. Communicate the “whys.” When your firm has specific reasons for raising rates, tell your clients. Perhaps you froze rates during the recession out of consideration for your clients’ financial situations, or to keep their business. Maybe you wrote off a considerable amount of time each month resulting in even lower effective rates. No matter how big or small, letting clients know about these financial courtesies builds goodwill—and it can be a great client development tool. Understand the metrics. Before deciding to increase your rates, know your firm’s economics. Do you know where your break even point is, profit-wise? How much it costs to produce a billable hour, or a brief? Or your costs by timekeeper? Understanding the economics makes it much easier to determine the increase. Keep in mind that smaller increases—3 to 5 percent per year—are generally better, and are met with less resistance when they are implemented consistently (i.e., the same time each year). When setting rates, it’s not just about what the firm “needs” to charge to break even, but also about what the firm “wants” to generate in fees. Review your costs, calculate your break even point, and determine a suitable rate. You might also consider the 80/20 scenario: Identify the 20 percent of your clients who generate the least profit and either raise their rates or terminate them. If this sounds harsh, keep in mind that you are in business to generate profit—you cannot afford to carry unprofitable clients just because you like them. Timing is everything—no surprises! The worst thing you can do is fail to tell clients about your rate increase, instead letting them find out when they open their next invoice. Let your clients know in writing that you are increasing rates and provide sufficient notice, perhaps 60 days. Also, as a best practice, make sure your engagement letters include language indicating the firm will, upon notice, adjust rates periodically. This should alleviate some pushback. Some clients will resist and attempt to negotiate the proposed rate increases. That opens the door for discussions about the actual value of legal services provided ... and brings us to No. 5. Talk about the value being delivered. Will you lose some clients who aren’t willing to pay a higher rate? Maybe. But if you do, your firm needs to ask an important question: Why doesn’t the client perceive the full value of the services provided? Get past the fear factor and help clients understand the value your firm delivers. At every chance, seize the opportunity to educate them!