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By: Practice Alchemy

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ross@practicealchemy.com Ross Yellin
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Latest from Practice Alchemy Blog

The phrase “thought leadership” has been increasingly used to describe the active strategy of converting subject matter expertise into functional action plans for marketing and advertising. “Thought leadership” was originally used to describe market actors known for advancing influential ideas in their field, but the concept often left readers or recipients with a sense of, “interesting, but so what?” In recent years, and particularly in the legal industry, thought leadership has evolved into a full-fledged…
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  Are you preparing to interview a marketing resource – whether or internal or external (or making sure you have the right one)? These are the top 10 questions you should ask to make sure you’re dealing with someone with real legal marketing expertise. Questions to Ask 1. Ethics: Our marketing must comply with attorney advertising requirements. Can you tell me what Rule 7 [or Rule 1-400] says and how it could affect our firm’s…
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The legal marketing landscape is always changing, and if you haven’t brushed up on it recently, you may be in for a lot of surprises. If you’re looking to start taking your marketing seriously, these are  5 surprising law firm marketing statistics and what they mean for your firm’s marketing. 1. Over 80% of prospective clients research firms online prior to engagement (for purely consumer practice areas, the number is over 92%) What this means…
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  Why is SEO an important part of a law firm marketing strategy? Just ask yourself how many times you’ve searched for something and clicked on a link on the second page of Google’s search results. If you’re like most people, that number is close to 0. The first Google organic search result gets 32.5% of traffic share (SEJ) The first page of Google search results gets  91.5% of traffic share (SEJ) 51% of all…
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  When it comes to Google AdWords for lawyers, the space is extremely crowded. For example, a search for “boston personal injury lawyers” returns the following: You may find that the majority of the first page of search results are paid results. If you’re only relying on SEO tactics and aren’t running paid search ads on Google as part of your law firm marketing plan, you probably don’t have a great chance of showing up…
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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…
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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…