AMICUS MEDIA – Amicus Media Group

Brand-Direct Advertising and the Legal Industry

AMICUS MEDIA — Mon, 03 Feb 2020 20:11:52 +0000

Legal Services Moving From Brand-Direct Advertising

AdSphere, powered by DRMetrix, conducted an impressive 5 year – 5 industry classifications study to look at the trends of national cable media expenditures. One industry classification which continues to see remarkable growth is brand-direct advertising. Both phone and web/mobile brand-direct advertising has seen steady growth over the past several years and is projected to continue into 2019.

Brand-direct campaigns, according to the study, do not use direct response variants such as a unique call-to-action or ad specific promo code. Instead, brand-direct advertising uses a vanity phone number or website across all advertising.

Legal Services Bucks the Trend

Despite the “explosive growth” experienced in brand-direct advertising, legal marketers are moving toward other platforms. In 2017, the legal services industry spent over $14 million on brand-direct campaigns using a vanity phone number. In 2018, less than $2 million was spent in the same category.

On the other hand, legal services brand-direct advertising directing consumers to a specific website was up from 2017 to 2018 after expenditures had steadily declined the previous two years.

The Importance of Direct Response Variation

Perhaps more so in law firm marketing than any other industry, the ability to measure and track campaigns is vital to success. Direct response (DR) variation allows marketers to determine which campaigns are performing the best based on their unique call to action, promo code, or phone number. DR variants offer measurability and more accurate attribution compared to traditional direct response advertising. Traditional direct response advertising requires you to buy fixed network “dayparts.” While offered at a discount, there is little control over when your advertisement will run or during which program it will air. This lack of control reduces your ability to target your ideal audience or to model future performance. In order to have a successful campaign, you need metrics. DR variants offer the power and reach of television with the ability to track performance, leading to a better Return-on-Investment (ROI).

Contact Amicus Media Group Today

Amicus Media Group can help you utilize the power of television, radio, and digital campaigns to grow your law firm. Find out how direct response advertising can improve your profitability with less risk. Contact Amicus Media Group today for a free marketing analysis 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.

The Importance of Direct Response (DR) Variations in Advertising

AMICUS MEDIA — Sun, 12 Jan 2020 04:00:36 +0000

How to Increase Your ROI with DR Variations

Television remains one of the most powerful and effective ways to communicate with consumers. The reach of television advertising is second-to-none and with the way people watch tv evolving, so is the way we advertise. One problem frequently discussed is in attribution. How do you know which ads are the most effective and getting the largest return-on-investment?

Buying fixed network dayparts allows advertisers to get a discount, but they have little control over when a spot runs or which programs they air within. If you are running multiple spots within a short period of time across various networks, you may be unable to determine which advertising is yielding the best response. The solution is Direct Response Variations.

A Look at the Metrics

A five-year study conducted by AdSphere looked at television advertising spend, including the problem of attribution. The study concluded that many top brands have ads running within minutes of each other on different networks, without using some kind of variation to distinguish the ad, it becomes impossible to tell which spot the consumer connected with. DR variations help to determine which campaigns are the most successful allowing for more effective marketing.

What are DR Variations

Direct Response variations are unique call-to-action variants that allow networks to track consumer response. Some common DR variants include:

Web-based promotion codes
SMS codes
Differing web, SMS or phone number variants

DR variations make television spots aired on multiple networks measurable. According to the AdSphere study, one of the most significant increases in national ad spend campaigns have been web- and mobile-based companies. In previous years, many web- and mobile-based companies feared that television could not adequately measure and track the success of campaigns. Direct response variations calm this fear as they allow companies to “better track the performance of their campaigns in real-time as well as optimize TV buys to produce the highest level of return-on-investment (ROI).”

Traditional VS Direct Response TV Advertising

As we continue to look at trends in television advertising, it is essential to discuss the difference between traditional and direct response advertising. Some commercials have no direct call-to-action to the consumer and are used purely for branding. Brand advertising is directed to inform a consumer about a product or service or to create an emotional connection.

Direct response television commercials entice consumer action, whether the call-to-action includes calling a phone number, visiting a website, or downloading an app. According to the survey, national ad spend campaigns that ask a consumer to take action were up 16.96% over the previous year. Of the over 4,000 brands that used direct response advertising, over 40% utilized “traditional direct-response techniques such as the use of DR variations.”

Contact Amicus Today to Learn More About Direct Response Advertising

Direct response advertising and utilizing DR variations have been around for decades. Amicus Media Group helps law firms understand and capitalize on direct response advertising by synchronizing campaigns across multiple platforms. Learn more about how Amicus is Transforming the Business of Law by calling our case acquisition specialists today at (888) 700-1088.

Amicus to Attend Legal Latitudes Conference in San Antonio

AMICUS MEDIA — Wed, 06 Nov 2019 06:00:20 +0000

Amicus is proud to attend the Legal Latitudes Conference in beautiful San Antonio, Texas. Join us November 14-15 at the Sheraton Gunter Hotel for this year’s riveting topic, The Most Important Juror – A Counterintuitive Approach to Telling the Winning Story in the Courtroom. Receive over 12.5 hours of CLE Credit as you gain insight into how attorneys received their multi-million dollar jury verdicts. Successful communication is key to success in the courtroom, learn from the best how they use storytelling to captivate juries. The agenda is jam-packed with sponsored Breakfasts beginning at 8:00 am Thursday and Friday, and industry-leading faculty starting at 9:00 am. Download the conference brochure to learn more about featured speakers and this year’s topics.

Join Amicus in the Exhibit Hall before, during, and after the conference to learn how we can help grow your firm and provide the capital you need for litigation. Take your firm to the next level with innovative marketing strategies and find out how Amicus has been “Transforming the Business of Law” for attorneys across the country.

“Services” Feature Added to LinkedIn Profile

AMICUS MEDIA — Mon, 26 Aug 2019 06:00:58 +0000

LinkedIn Users Can Now List “Services Provided” On Profile

LinkedIn Group Product Manager, Vidya Chandra, announced that the company released a new feature allowing users to list the services they provide under their profile. Fueling the decision to add this new feature was the number of small businesses and contractors using LinkedIn for marketing. Clients using LinkedIn will now be able to search based on the type of service they need.

To add the services that you or your firm provides follow these simple steps:

Go to your LinkedIn Profile Page, under your profile photo/headline you should see a
“Showcase services” prompt that allows you to add the services you provide.

Click “Add Services.”

Fill out the information, being as detailed as possible about the services that you or your firm provides. The more information you provide, the more a potential client or networking opportunity will be connected with you.

Click “continue.” The information is then automatically added to your profile.

The services provided feature is highlighted immediately under your profile photo and introduction. The services you list are also emphasized in search results.

How Adding Services Can Help Attorneys Get Clients

LinkedIn is truly a different breed of digital advertising. It is not the same as other social media websites, and it caters to a diverse clientele. People searching for professional services on LinkedIn are generally professionals themselves. Adding the services that you provide can help clients genuinely discover what you do. It narrows the focus from a broad category of “attorney” to your specific practice and allows clients to search based on what they need.

Adding services may also increase your referrals. You may have 1000 connections on LinkedIn, but do they all know the specific type of law that you practice? Other attorneys and LinkedIn users will now be able to search based on specific criteria about the services you provide.

Ready to Take Your Profile to the Next Level?

It is essential that you provide as much detail as possible when listing the services that you provide. Amicus Media Group can help you build an synchronized marketing strategy in a way that appeals to both potential clients and help develop your referral network using many effective mediums to reach your target. Contact our offices today at (888) 700-1088 for more information on this and other features on LinkedIn. 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.

LinkedIn Update: The Changing Face of your Feed

AMICUS MEDIA — Thu, 25 Jul 2019 06:00:29 +0000

LinkedIn Announces Algorithm Changes for Your Feed

In a June 25 post, LinkedIn’s Senior Director of Product Management announced a significant change to the algorithm used for your feed. According to the post, LinkedIn’s focus will be “People You Know, Talking About Things You Care About.” The company hopes that by shifting their feed algorithm to focus on posts from people that you are connected to or follow, they will increase the likelihood that you will engage. Your feed will focus heavily on those connections that you regularly interact with or have the most in common with.

In addition to your connections, you are more likely to see posts from:

Groups you’ve joined
Hashtags that you follow; and
Events you are attending

The more you have interacted with a person, page, or group, the more value their posts will be given on your feed.

Getting Your Post Seen

If you regularly post on LinkedIn, this algorithm may mean that you need to change how and what you post. The focus is on engagement. LinkedIn wants to see that a post is garnishing responses, starting a conversation. The post suggests several conversation starters, including the use of @mentions which tags people who may have insight to add or are more likely to comment, using hashtags and focusing on niche ideas. But don’t get overzealous with the tags, casting a wide net hoping to get a bite. They recommend limiting your @mentions to five people and hashtags to no more than three.

The article says it all: “Authenticity is key.” The more authentic a post, the more likely it will start a conversation and engage a viewer. LinkedIn has long tried to set itself apart from other social media sites. This recent algorithm change hopes to put the focus on what individuals care about instead of what the internet cares about.

Interested in Learning More about LinkedIn’s Feed Changes?

Do you use LinkedIn regularly? Are you interested in learning how to get people talking and have your posts seen by a wider audience? Contact Amicus Media Group today to learn more about the benefits of LinkedIn. We can help you grow your firm and increase your profits through synchronized tv, radio, and digital campaigns. Call now to get started: (888) 700-1088.

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

AMICUS MEDIA — Mon, 11 Mar 2019 23:35:23 +0000

An 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.

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.

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

Video Advertising: Past, Present, and Future

AMICUS MEDIA — Wed, 27 Feb 2019 22:29:51 +0000

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

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.

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.

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

AMICUS MEDIA — Fri, 15 Feb 2019 19:18:15 +0000

How 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.

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.

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

AMICUS MEDIA — Wed, 06 Feb 2019 19:44:21 +0000

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.

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.

Making Sense of CRO for Law Firm Case Acquisition

AMICUS MEDIA — Mon, 21 Jan 2019 08:00:32 +0000

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

Even 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.

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.