Tips for Running a Successful Integrated Marketing Campaign for your Law Firm

picAn Attorney’s Guide to Integrated Marketing in 2019 and Beyond

The legal industry is one of the most competitive in the world.  Search terms with “attorney” and “lawyer” often rank in the top ten most expensive keywords with the highest costs per click. [1]  In this crowded field, it can be hard to stand out.  You can be doing fantastic work for your clients and not see new clients if you fail to incorporate an integrated marketing campaign that showcases your law firm, your attorneys and your work.  Running an integrated campaign should not be a “down-the-road” strategy, it should be a now strategy.  As you begin implementing your marketing and advertising  you need to look at running a cohesive campaign that incorporates a number of different platforms and mediums.

 

1.     Out with the Old, In with the New

Law firms and attorneys, in general, have been slow to adapt to technological changes.  There is a foundation in the legal industry built on case precedent and law books that fill libraries to the brim.  Today, the old way simply isn’t good enough.  There is too much at stake, and there are too many competitors vying for the same clients.  Evolving is crucial to keeping your firm relevant and successful.  This means we have to change the way we think about marketing.

There is no quick fix for legal marketing.  Paid advertising is an essential component, but it is not the end-all.  Television ads can have an immense reach and still hold power, but without a digital campaign, you won’t have the same impact.  The new way involves a comprehensive marketing strategy that incorporates digital advertising (both Paid and Organic), television and radio advertising, social media and content boosting, and Out-of-Home (OOH) solutions such as billboards and taxi tops.

 

2.     Communication is Everything

While there is no overnight solution, there is a way to maximize your work and your spend.  One great article can be shared in multiple ways through multiple platforms.  This demands a focus on producing engaging content that can be picked up by legal magazines or will be shared on social media.  You want to focus on relevant information that potential clients are looking for.  Producing unique content targeted toward your current and prospective clients can go a long way on all of your marketing platforms.

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3.     A Multi-Faceted Approach

Integrated marketing for attorneys is about producing a consistent message.  You want to highlight your practice area while emphasizing what sets you apart from your competitors.  This means developing a marketing strategy that is not micro-focused on one particular area.  As discussed earlier, you do not want all of your eggs in paid advertising such as a pay-per-click campaign.  Paid digital advertising is one part of a bigger picture.  Law firms interested in developing an integrated marketing strategy should diversify.  A robust marketing campaign would include:

  • Radio and Television Commercials
  • Digital Marketing (Paid and Organic)
  • Out-of-Home (OOH) or outdoor advertising including billboards, street, and transit
  • Social Media and Blogging (Paid Ads and Content Sharing)
  • Article Writing, Sharing, and Publishing
  • Networking Opportunities such as speaking engagements and bar associations

While this is far from a comprehensive list, each of these bulleted areas will go a far way in taking your firm to the next level and increasing your ROI.

 

4.     Staying on Message (and within your Budget)

Developing an integrated marketing strategy that reaches across-the-board will help you to stay on message and within your budget.  The more organized and focused your marketing strategy is within each of the different platforms the easier it will be to stay on task.  It will also help you determine what is working and what should be reconsidered.  Each arena has its own ability to provide data and analytics.  This will help guide future decisions with your firm’s marketing budget.  Everything you do should be measurable, the metrics may be different, but the end result should be the same.  If it doesn’t increase your bottom line, it isn’t working.

 

Now is the time.  Get started today with Amicus Media Group.  We will work with you to build a marketing and advertising approach that will increase your law firm profits.  We will help you understand the importance of performance media and how it can help your firm acquire more cases and get more exposure.  Call now to get started: (888) 700-1088.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

 

[1] https://us.kantar.com/tech/digital/2018/most-expensive-keywords-on-google/

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Video Advertising: Past, Present, and Future

Why Video Should Be a Part of Every Law Firm’s Marketing Future

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The Past: One Media, One Medium

Video was once relegated to those firms with million plus dollar television advertising budgets.  Television commercials were the only way to deliver video to potential customers.  Television has always had a broad and powerful reach, so for those firms that could afford it, video brought in clients.  Unfortunately, the scales were tipped in favor of large firms.  Many small to mid-size practices were unable to foot television commercial production costs and therefore unable to produce video for potential clients.  The only platform for displaying video was television, so even lower cost productions were unable to compete in the costly ad buying world of television.

Thankfully, the times have changed.  Video is being consumed in numerous ways and has more impact than ever.  Data has shown us that today’s consumer is visual.  They want instant gratification and video serves the perfect dish.  Law firms are able (with the help of a leading marketing team) to produce high-quality video for consumption across numerous platforms.  The digital revolution in television has made it more affordable, Over-the-Top options such as ROKU offers law firms the ability to reach consumers at their convenience, and websites bring in a once untapped resource for cost-effective video advertising.

 

The Present: Jumping into Video

The marriage of television and digital has opened new doors for video advertising.  People consume video on a variety of devices, so that gives law firms a variety of options.  Marketing to consumers through video is one of the most effective ways to captivate your audience, but you need to understand today’s consumer and learn how to sell your firm in a way that truly speaks to your target audience.

If you have watched television lately, you have seen a dramatic shift in advertising.  Commercials have taken on a story-telling approach.  They often pull at the heartstrings of the consumer taking you on a journey of love or loss.   Data has shown that people want to connect with the companies they do business with on another level.  They want to feel good about the products that they buy and the services they use.  Industries, including legal, are overwhelmed with competitors.  Standing out is important, showing a cohesive brand is imperative.  Video, whether it is a television commercial or a short snippet on social media, should show a cohesive brand that compels consumers to choose your firm over your competitor.

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The Future: Crossing Over

The crossover between television and digital will continue well into the future.  The way we consume video will continue to evolve.  It is essential that all law firms start incorporating video into their marketing strategy today and keep ahead of the trends for tomorrow.  Video is more cost-effective than ever with options for every budget.  Video is the easiest and most impactful way to connect with and engage your potential clients.  As the lines continue to cross between the two advertising giants of digital and television, more and more data will be available to determine how to reach your target audience how and when they are consuming video.

 

Ready to get started?  Call Amicus Media Group today.  We work with law firms of all sizes to develop comprehensive media strategies.  Our team of video production experts will help you create high-quality video for both television and digital platforms that appeal directly to your ideal clients.  Do not wait until tomorrow.  Call our offices today for a free consultation: (888) 700-1088.

 

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

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The Reach of Roku: Why Every Attorney Should Be Taking Note

picHow Roku is Taking the Advertising World by Storm

If you haven’t been paying attention, you need to start now.  Roku has emerged as a leader for over-the-top (OTT) advertising.  Last year Roku announced that it was expanding its advertising efforts to provide marketers with Ad Insights which includes the ability to quantify campaign reach, measure the effectiveness of content promotions, target and measure campaigns geared toward “cord-cutters” and survey insights.  These tools provide marketers with some of the best data to quantify not only ROI but also target specific audiences.

 

What is Roku?

For those unfamiliar with the company, Roku makes streaming players.  It is a leader in streaming tv technology that allows you to connect one of their devices to your tv and begin streaming free content as well as subscription channels like Netflix, HBO and Sling TV from one convenient place.  It also enables users to pay for all of their subscriptions on one bill instead of paying each individual provider.

 

Why Roku is a Power Player in the World of Marketing

For your average consumer Roku is a more convenient way to stream television.  It offers a new generation of “cord-cutters” to get rid of cable and still have access to the channels and subscriptions that they love.  A Roku customer has many products to choose from including Roku TVs and streaming devices.  What makes Roku unique and particularly interesting for marketers is its audience data.  The information is gold to marketers who use the first-party audience data to target specific audiences.

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Roku and Legal Marketing

So, why should attorneys be paying attention?  OTT revenue in the United States is projected to reach $47.8 billion by 2023 according to Digital TV Research.  Roku’s growth, as a leader in the OTT field, is not slowing down any time soon.  Law firms are missing significant messaging opportunities if they aren’t utilizing platforms like Roku.  Consumers haven’t stopped watching television, they have just changed the way they are watching it.  Roku was a pioneer in streaming TV and seems to be staying one step ahead of the curve for advertising to the modern market.

 

 

The Time is Now

2019 is the year to take your marketing to the next level.  Advertising on platforms like Roku offers a whole new playing field, tapping into audiences that your competitors may be missing.  Learn more about Roku and how to increase your revenue with a new kind of advertising.  Let Amicus Media Group help you understand the importance of multi-media advertising and how the newest platforms can take your practice to the next level.

 

 

 

 

 

 

 

 

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

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The Basics: OTT (Over-the-Top) and Connected Television (CTV)

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Over-the-top (OTT) and Connected Television (CTV) have taken the marketing industry by storm.  More and more people are moving away from traditional platforms like cable television and moving toward streaming, smart TVs and other formats that are OTT or CTV oriented.  In this article, we will explore what OTT and CTV are, why there is a push toward it and why legal marketers should be paying attention.

 

What is OTT and Why Does it Matter?

According to Digiday, OTT is “the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.”  Streaming services like Netflix changed the game of how people watch television.  These services allowed people to get rid of cable (cut the cord) and watch television in a whole new way on a variety of mediums including tablets, desktops and mobile devices.  It also opened the door to a new type of advertising.  One of the most exciting aspects of OTT is that it is delivered over the internet.  Digital marketing is data rich for advertisers, combine that with the reach of television shows, and you have a marriage made in heaven.

 

The Difference Between OTT and CTV

Connected television or CTV is slightly different than OTT in that it refers to content that is streamed on a television through a smart TV.  Smart TVs allow you to access apps or use streaming services through devices like the Apple TV and game consoles.  Connected TVs can stream OTT content; thus it is a medium for bringing you OTT content. According to Edison Research, 64% of people in the United States now own a Connected Television.

 

Live Streaming

Many marketers worried that OTT might have limitations in that streaming was limited to on-demand videos or television shows.  Now, however, people can live stream sporting events, music programs, news and more.

 

Legal Marketers Guide to OTT

Advertising on television is nothing new to the legal industry, but many marketers have steered firms away from traditional TV ad buying to digital campaigns.  OTT truly marries the power and reach of television with the ability of digital to provide a significant amount of data about potential consumers.  This helps to make ad buying very specific toward consumers most likely to retain the firm’s services.  To be successful in ad buying under OTT, a buyer should have experience in both digital and traditional television buying.  The marriage between the two is still in its honeymoon phase, but it is ready for the long haul.  As more and more people cut the cord on satellite and cable, those providers have moved into the OTT arena.  Many offer streaming on Video On Demand services without the commitment of a cable contract and most people are still getting internet through large cable providers such as Spectrum, Verizon and others.

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Learn More About OTT and CTV

This is only the beginning of OTT content.  Consumers like the flexibility of watching television when they want and where they want.  Legal marketers need to be paying attention to these trends and what the future holds.  If you want to explore more ways to grow your firm and acquire more cases, contact Amicus Media Group today for more information about OTT and CTV.  We are experienced buyers in both traditional television advertising and digital markets.  We offer comprehensive marketing campaigns that reach the clients most likely to retain your services.  We use strategic media cash buying to choose specific programming targeted toward the most responsive markets.  Contact our team today for a Special Report on Guaranteed Performance Media.  Call us toll-free at (888) 700-1088.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

Making Sense of CRO for Law Firm Case Acquisition

What is Conversion Rate Optimization and Why Does it Matter for Today’s Law Firm

picEven if you are new to legal marketing, you have inevitably run into the alphabet soup: SEO, PPR, ROI, etc.  The list is endless.  We could write a novel on the acronyms, but today we will focus on a very important, but often underutilized one: Conversion Rate Optimization (CRO).

So what is CRO?  CRO is increasing the number of website visitors that complete a goal on your site.  For instance, you may offer a newsletter or a downloadable ebook, CRO focuses on getting visitors to complete the desired website action such as signing up for the newsletter or submitting their information to download your informational ebook.  The focus is on increasing the engagement of the website visitor.  The more engaged the visitor, the more likely they are to become a client and increase your return on investment (ROI).

 

How to Increase your Law Firm’s CRO

Increasing your CRO begins with establishing a goal or desired visitor action for each page.  Every page should be seen as having the potential to engage and, ideally, convert a potential client.

 

Largescale Attorney Website CRO

  • Up-to-Date and Mobile-Friendly
  • Site Speed (Desktop and Mobile)
  • User Experience
  • Client-Focused Content

As a whole, your website must be up-to-date and mobile friendly.  Nothing will divert a potential client to your competitor quicker than a website that is not optimized for mobile.

Secondly, you need to pay attention to site speed.  Google will kill you in rankings if your site does not load quickly (read their July 2018 Update on PageSpeed Insights), so will your competitors.  You can have a great website, but if it doesn’t load quickly on desktop and mobile, it won’t matter.  Run your mobile site speed here to see how you stack up.  Anything more than a few seconds and your conversion rate could be significantly impacted.

Think about the design and layout of your website.  Is it user-friendly?  Do all of the features function on desktop and mobile?  If you are asking people to submit contact information for a free download, is it clear and easily accessible?  Consider the overall look and function of your website and the experience that a website visitor will have.

Finally, you need to make sure that your content is not just search engine friendly, but it is also client friendly.  SEO is still important, but you need to focus on content that your potential clients want to read and gives them clear direction on what action they need to take.  The more client-friendly your content, the more likely it will speak to search engines as well.

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On a Micro Level

  • Clear Contact Information
  • Definitive Practice Area
  • A/B Testing

On a smaller level, you need to make sure that your contact information is clear.  Give potential clients a way to contact you on each page.  This may seem basic, but you’d be surprised how many law firm websites lack a phone number on their home page.

Make sure that your practice area is clearly outlined.  To someone outside of the legal industry, it may be unclear who a particular law firm represents.  If you offer several different practice areas, you need to take some time to determine which is the most profitable.  Where do most of your cases come from?  Case acquisition is best done in a focused area.

Consider A/B testing.  Whether it is for calls to action, content, downloads – decide on two campaigns and see which one performs better.

 

Benefits of Focusing on CRO

Bottom line: the more you focus on CRO, the more likely you are to convert potential clients into paying cases.  Marketing firms that sell you purely on a high amount of traffic visiting your website are doing you a disservice.  Are those visitors converting to paying customers and cases?  Are they engaging by downloading your ebook or signing up for your newsletters?

For CRO to be successful, you need to track and measure your efforts.  CRO done right can lower your cost per client acquisition significantly. Understanding what is driving potential clients to connect with your firm will help you make better marketing decisions now and in the future.

 

Ready to See A Better ROI?

If you are ready to see a decrease in your cost per client acquisition (CPA) and an increase in your ROI, contact Amicus Media Group today.  We are at the forefront of implementing effective website conversion techniques for your law firm.  Our goal is not to merely increase the number of visitors to your website, but to turn those visitors into paying customers.  Contact our leading marketing experts today for a free consultation at (888) 700-1088.

Website Accessibility Lawsuits Hit Record Number

picWhy Every Law Firm Needs to Have an ADA Accessible Website

It is projected that by the end of 2018 there will be a record 10,000 ADA Title III lawsuits filed in federal courts.[1]  Many feel that a large amount of website accessibility lawsuits are fueling this exponential growth.  The Americans with Disabilities Act (ADA) was signed into law on July 26, 1990, requiring businesses to provide equal opportunity and access for individuals with disabilities.  Lawsuits across the United States have made it abundantly clear that websites are an integral part of doing business and must also be accessible to all individuals.  While the Department of Justice has sidelined publishing guidelines for what makes a website ADA compliant, most have agreed on the recommendations put forth by the World Wide Web Consortium (W3C) known as the Web Content Accessibility Guidelines (WCAG).

 

Now is the Time to Act

On December 26, 2017, the Department of Justice announced the withdrawal of the previously announced Advance Notices of Proposed Rulemaking pertaining to title II and title III of the ADA.  Many had anticipated the publication of rules specific to website accessibility since lawsuits had begun to pop up across the country.  The decision to withdraw any rulemaking on website accessibility meant a huge increase in the number of lawsuits.  Without firm guidance by the DOJ, attorneys have been left to fight it out in court costing tens of thousands of dollars for each lawsuit.

 

Bottom line: If you have a firm website you need to comply with current accessibility guidelines (WCAG), or you could get sued.  The lack of government-issued compliance standards for private business websites will not exempt you from lawsuits.

 

Understanding and Meeting WCAG

Website accessibility boils down to making your website accessible to all users including those that have a physical or mental impairment.  WCAG 2 is broken down into four broad Principles: Perceivable, Operable, Understandable, and Robust (POUR).  There are three levels of compliance: Level A, Level AA, and Level AAA.  All law firm websites should try to achieve Level AA compliance or better. Your website developer should be able to walk you through the Web Content Accessibility Guidelines and how to bring your law firm website into compliance.  You do not have to sacrifice SEO friendly images and videos to make your website accessible.  You just have to follow the guidelines for non-text and time-based media such as providing captions and text alternatives.

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Benefits of an Accessible Website

Not only can an accessible website save you from a lawsuit, but it can also bring you more clients, increase your search engine rankings and improve the user interface component of your website for all of your firm’s clients.  One of the key components to come out of website accessibility lawsuits is the unavoidable nexus between the brick-and-mortar storefront and a business’s website.  In Gil v. Winn Dixie Stores, Inc. the court found that the grocery store’s website was inaccessible to the visually impaired and ruled that “where a website is heavily integrated with physical store locations and operates as a gateway to the physical store locations… the website is a service of public accommodation and is covered by the ADA.”

 

If you have a website, all users should be able to use it without interference.  Law firm websites should be able to interface with screen readers such as JAWS and be easily navigable.  Failure to comply with these regulations could cost you tens of thousands.  If your website can be found on Google, you need to make sure that it can be accessed by all potential clients.

 

Getting Started with Website Accessibility

Amicus Media Group prides itself on being at the forefront of ADA accessible websites.  We will work with you to produce a comprehensive ADA policy for your website.  We will help you bring your website into compliance with WCAG 2.0 Level AA standards by running a web accessibility evaluation tool that can determine problem areas.  Accessible design is the now and the future.  Amicus will help your firm stay on top of website accessibility standards to create an enhanced user experience for all potential clients no matter what hurdles they may have.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

 

 

 

[1] https://www.adatitleiii.com/2018/07/website-access-and-other-ada-title-iii-lawsuits-hit-record-numbers/

Law Firm Marketing – The Truth Behind TV

picWith a large shift in the focus of legal marketing to digital, many attorneys wonder if television advertising is still relevant and more importantly if it is still effective.  Without question, the way we are watching tv is changing.  We can watch shows from a device in the palm of our hand; we can pick and choose the time and day that we watch an episode, and can even binge-watch entire series in a weekend.  How television is being consumed is changing, but its effectiveness is not.  Simply put, there is no better medium to convey your message than a tv advertisement.  Even better, the ability for advertisers to understand your market is exponentially higher than it was just a few years ago.  This means that television advertisements can be catered to your target audience to get you the most significant return on your investment.  You have more insight today on what your ideal client watches, their purchasing habits and when they are tuned in making advertising much easier and more profitable than ever before.

 

It’s the Size that Counts

So, what makes television advertising still so valuable?  Size.  Television commercials can reach a broader audience than any other type of advertising.  Television is compelling because it can reach millions of people.  Now merely reaching millions of people is not the ultimate goal of your investment.  You want to see a return.  Knowing the estimated reach and frequency of your advertising efforts before they run can be crucial to see your investment pay off.  The more exposure you have to the right audience, the better chances you have of getting a new client from the advertisement.  You want to make an impression that lasts so that consumers will remember your firm when they need legal help.

 

You May Not be Advertising on TV, But Your Competitors Are

According to the US Chamber Institute for Legal Reform, law firms spent nearly $900 million on television advertising in 2015.  This was a 68% increase from what they spent just seven years before.  Legal advertising on TV grew at a rate six times faster than other industries.  Other attorneys are spending large amounts of money to secure commercial space, if you want to compete – you should be doing it too.  The key to advertising on television is creating a unique, impactful commercial that speaks to your target audience.  You do not want to be a mirror image of every other personal injury attorney on the market.  You want to create a robust, lasting image that stands out in a crowd.  You want a professional commercial that connects with your consumer.  Research your competitors and how they are advertising.  Find what makes your firm unique and most importantly, work with a media buying team that understands your firm, your goals, and your market.

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All about the Numbers

One of the best features of television advertising in 2018 and beyond, is that you can truly get a sense of what is working and what is not.  Analytics provide the answers to what brings clients in the door.  The data that can now be collected from television advertisements is unlike any other.  Data on your ideal market will help you determine how to advertise at the right time and the right place.  Once you find out when what and where your customers are watching, you can tailor a campaign specific to them.

 

Want more?  Contact Amicus Media Group today for a free consultation.  We offer media buying options for law firms large and small.  Our team is dedicated to finding clients that need your help through targeted advertising on television, digital and radio.  With decades of experience, we will help you understand the benefits of a comprehensive marketing campaign.  Call us today at (888) 700 – 1088 to take your firm to the next level.

 

 

 

This article does not contain legal or financial advice.  Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

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Join Amicus Media Group at CAALA Vegas 2018

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Labor Day weekend is just around the corner.  Join Amicus Media Group in attending the nation’s largest convention of trial attorneys as CAALA takes over Las Vegas From August 30 to September 2, 2018, at the beautiful Wynn Resort.  We will be catching the wave of justice along with over 2800 attendees from around the country to discuss a variety of topics and developments in trial advocacy.  This CAALA annual convention is one-of-a-kind offering 20 hours of MCLE Credit including 4 hours of Ethics, 1 hour of Elimination of Bias and 1 hour of Competence Issues.  You will have many opportunities to network with industry leaders, experts and trial lawyers in the daily breakout sessions offered on a wide selection of focus areas.

 

The excitement begins Thursday afternoon with Perspectives from the Bench – A Roundtable Discussion from 12:00 pm to 2:00 pm.  This opening session will feature 7 judges discussing everything from court demeanor to closing statements.  After the afternoon breakout session, meet your fellow attendees, speakers, and exhibitors at the Tropicana Nights Kickoff Party in the Latour Ballroom.  Wrap up the convention with a Luau-themed cocktail party on Saturday night.

 

We look forward to seeing you there.  If you haven’t registered yet, there is still time.  Register now and let us know you’ll be attending.

How to Become a More Efficient Marketer in 4 Easy Steps

An Attorney’s Guide to Effective Legal Marketingpic

Training an attorney to become an effective marketer can be challenging.  There is a certain stigma in the legal profession about marketing in general.  What most attorneys miss is the fact that they can add value to their firm by becoming a more efficient marketer.  Whether you work as a solo practitioner, a large law firm or somewhere in-between, building your marketing portfolio will help you and your firm.

Marketing encompasses more than building media campaigns.  Becoming an effective marketer as an attorney begins with understanding how to best leverage marketing communications, developing strong client relationships, establishing yourself as a leader in the field and implementing technology in your firm.

 

Step 1: Communication is Key

Individual attorneys can do a great deal for their firm by merely attending conferences and networking.  Not only will you satisfy continuing legal education requirements mandated by your state bar but you will also be given a chance to meet other attorneys.  Conferences today allow you to choose from local, niche topics to broad, national coverage.  The networking potential is endless.  You will be able to connect with other attorneys in your field and obtain sources for referrals.  Conferences also provide an excellent opportunity to promote your practice and showcase the work your firm is doing.

Social media is another excellent, often untapped resource for attorney marketing.  All attorneys should have an up-to-date LinkedIn page.  It is one of the most important forms of online social networking.  In addition to firm pages on all of the major social media platforms, attorneys should have individual professional pages that can be linked to firm sites.

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Step 2: The Attorney-Client Relationship

Attorneys should always strive to strengthen client relationships.  Building strong client relationships begins and ends with client satisfaction.  Does the client feel like you are staying in communication with them?  Are they updated regularly about the case?  Do you take the time to have meaningful conversations on a regular basis?  If you aren’t keeping clients happy, then they will not be referring your services.  Marketing is more than just a website or newsletter; it is about growing your firm.  Responding to client’s needs and providing solutions to their problems is a vital part of selling and ultimately promoting your firm.

 

Step 3: Add it to the Resume

Taking the time to develop your personal brand as an attorney and seek out opportunities that will promote you as a leader in the field will make it easier to “sell” you to potential clients.  Professional development as an attorney not only adds value to your firm but all aspects of your legal career. The more respected you are as an authority, the more likely that other firms will refer you cases.  Professional development starts with seeking out educational opportunities, speaking engagements, and mentorship programs in your field.  Do not be afraid to write legal articles for your local bar association or legal magazine on hot topics.  If you have specialized knowledge, showcase it.

 

Step 4: Technology

As an industry, attorneys are relatively slow to adopt technology into their practice.  In today’s fast-paced, ever-changing world, we simply do not have the luxury to wait.  Adaptation of technology is not only critical to growing your firm, but it is also an ethical obligation by governing bodies like the American Bar Association.  In 2012, Comment [8] to Rule 1.1 was modified to require that “a lawyer should keep abreast of changes in the law and its practice, including the benefits and risks associated with relevant technology.”

Your knowledge of marketing technology should include your customer relationship management system, how to update your website and social media accounts, website analytics, client information databases and security.  If you are unsure about how any of the systems work, you need to take the time to learn.  Do not rely on someone else.  If they leave the firm, they take the knowledge with them.  You want to keep abreast of changes or advances in technology.  The world of artificial intelligence, machine learning, and chatboxes are changing the game of marketing.  You should have an idea of how they work and start implementing them into your business development plan today.

 

Final Thoughts

This article only scratches the surface of how you can become a more efficient marketer as an attorney.  There are many more ways to empower yourself and take success in your hands.  If you would like to learn more about strategies to grow your firm, please contact Amicus Media Group today.  We work with firms of every size to develop comprehensive marketing strategies.  Our goal is to bring quality cases to your firm in cost-effective ways. We are well-versed in media management, performance marketing, and creative production.  Call us today at (888) 700-1088 for a free consultation.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

The Importance of CRM in Today’s Law Firm

picWhat Every Attorney Needs to Know About CRM and How to Improve Your Customer’s Experience

Any marketing guru will tell you the importance of Customer Relationship Management (CRM).  In the past, CRM fell into the proverbial alphabet soup of the never-ending digital marketing acronyms for attorneys.  Today, the legal industry has wholeheartedly embraced the importance of CRM and how it can affect customer relations.  Law Firms across the country have adopted technology to help improve customer service, track crucial data and see a larger ROI.

 

What is CRM and Why does it Matter?

CRM is a management system to help a company interact with current and potential new clients.  A CRM compiles information from customers and helps establish and retain communication, encourage better client relationships and improve customer service.  The data collected in your CRM can help you better connect with your customers.  You can use the database to send out email marketing efforts, touch base with past clients, and built loyalty.

One of the most essential features of CRM is the effect it can have on your overall lead retention.  Collecting and tracking all of your lead information can significantly impact your bottom line.  If you aren’t capturing all of your leads, you are inevitably missing opportunities.  Using a CRM to manage all of your leads allows your database of prospects to grow and makes it easier to market.  The more you know about where your leads are coming from and which ones are retaining, the more precise your marketing efforts can be.

 

Using CRM to Achieve Your Acquisition Strategy

CRM is one of the most efficient ways to help you with client acquisition.  A comprehensive database of information on both potential and current clients can tell you things like how they found your firm and their online behavior.  You can use this information to communicate with potential clients at the right time in the right way.  CRM will help you convert potential new clients into paying customers.  The more you know about your market, the better you can market to them and their needs.  Understanding what your ideal client is looking for will help you cater to their specific needs.  CRM collects the data necessary for you to understand your target audience.  It also makes communicating with both potential new clients and current clients quick and efficient.

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CRM and the Customer Experience

Today’s consumer has many different expectations than the consumer of a decade ago.  Today’s consumer wants instant gratification and wants to share an experience with the company they do business with.  Customer experience is critical to success.  CRM helps you to understand what your customer wants and how to serve them best.  CRM puts the customer first.  With CRM you can develop a customer-centric marketing strategy.  Consumer data allows you to tailor your communication to your client’s specific needs.  The more data that you have, the better you can serve your client.   Law firms should strive to collect data from current clients and leads at every point of contact or touchpoint.  Identifying which customer touchpoints are successful can be difficult but the more you know about your customer, the easier it will be.

 

What’s next for Law Firm’s and CRM

Traditionally, the legal industry has been slow to adopt new technology.  To the credit of many legal marketing departments and savvy attorneys, CRM seems to have bucked the trend.  Law Firms have adopted CRM more quickly than expected.  Now it’s time to invest in the future.   Artificial Intelligence and machine-learning are the next frontiers.  We have already started to see these advances in technology implemented in firms from coast to coast.  New technology can predict the behavior of customers and target communications based on those predictions.  The possibilities are endless for what this kind of technology can do for law firms and industries across the spectrum.

 

If you would like to learn more about CRM and why it is crucial for your law firm contact Amicus Media Group today.  We strive to bring firms quality cases at less risk.  We can help you understand your clients and market in a specific, cost-effective manner that brings you a more significant ROI.  Contact us today at (888) 700-1088 for a free consultation with one of our acquisition specialists.

 

 

This article does not contain legal or financial advice.  Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.