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With a reported 93% of internet users having at least one social media account, it’s almost impossible for legal marketers to ignore the opportunity of executing powerful paid social campaigns. There is an abundance of law firms with similar practice areas, thus lawyers can use paid social ad campaigns to help build brand awareness with potential clients. Advertising on social media is not a new tactic for marketers. That means that in order to execute…
Not only is it challenging to make it big in business, but it’s also tough to keep up with the emergence of the digital age. Before the digital age, larger firms had the opportunity to deploy more capital towards marketing which in return allowed for more success … While smaller firms lacked the depth to compete. Today, firms have universal access to creating a digital presence on the internet… but that doesn’t mean that every…
Once firms have reached a level of maturity where revenue is consistent and legal performance is dialed-in, talks of expansion are almost inevitable. Expansion of a law firm comes in a few different flavors of conquest: physical office expansion, moving up-market, and expanding practice areas. We’ll cover opening a new office in another post, but expanding practice areas is often seen as the logical next step of a successful firm compared to moving up the…
Some lawyers assume lead generation simply involves hiring a pay-per-lead or pay-per-click service to feed them anyone remotely interested in talking. Those mistaken lawyers might as well stand on a busy street corner shouting, “Who needs a lawyer? I’m a lawyer!” While that person might walk away with a handful of new phone numbers or scheduled appointments, the odds of any of those leads being your ideal client are very slim. The audience is not…
As marketing shifts from an art to a science, and marketers become more technologically advanced, industries across the world now view outsourced employees in a new light. Companies outsource their IT opportunities, client care, security, and dozens of other business operations because they realize that it’s more cost effective to get expert help – and focus all internal efforts on their core business. Focusing on Core Business Law firms are not great…
Law firms often assume that “law firm marketing agency” implies logos, branded brochures, and a fancy website. While these are certainly factors to be considered in a marketing strategy, firms will find that there’s a great divide between two different types of marketing agencies. Some are dedicated to increasing business, while others are dedicated to improving image. The “right” agency for a law firm depends on whether they are looking to improve their image, or…
Professional services businesses, including law firms, that see sustained profit growth are investing an average of 9.1% of their profits back into marketing efforts. The most successful law firms today focus on their marketing, but if one or more of your law firm’s partners are responsible for marketing, then your firm is making a bad trade – you’re wasting your partners’ time. Partners are high-value professionals whose areas of expertise lie in practicing law and…
People, in general, don’t like to spend money without any gain. And yet, lawyers across the country are hemorrhaging cash just trying to tick a “marketing box” by investing in a paid advertising campaign.  Often, lawyers who decide to start advertising just sink thousands of dollars into law firm advertising initiatives they have no way of measuring. I have audited and consulted on too many firms’ marketing strategies and have found that they use only…
There is not a “one-size-fits-all” strategy to marketing. It is important to customize your marketing strategy for your industry and audience, especially when it comes to the legal industry. Marketing is a constantly changing practice and lawyers are faced with the additional complexities of complying with ethical legal marketing guidelines. Today, it is absolutely vital to have an online presence — not just to attract potential clients, but to be recognized as an industry thought…
 To grow your firm, your marketing strategy must be backed by clear goals and an operational structure that measures what is working and what is not working. The first step to achieving this is making sure there is alignment between all partners at your firm. For many lawyers, marketing is often dealt with sporadically and decisions are made quickly without any kind of strategy. However at multi-partner law firms, we tend to see disagreement on…