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Law Firm Content Marketing Strategy and Lawyer Editorial Calendars

I speak to multiple lawyers across a variety of practice areas each day. Most of my inquiries for consulting assistance would benefit from the same basic advice: a marketing strategy should be comprehensive. Most lawyers and law firms make isolated marketing decisions in a vacuum, one at a time, not planning their strategy across an entire year.  Often, decisions are made spontaneously when a “problem solving” vendor solicits the firm, without adequate research or planning (i.e. a... [MORE]

Online Press Releases for Lawyers

Online press releases are an important part of your inbound marketing strategy, as they are no longer solely designed to reach traditional offline media. Online press release distribution for lawyers has become a staple in many law firms’ digital marketing strategies.   Online Press Releases and Search Engine Optimization Recent Google algorithm updates have negatively impacted the value of online press. While the quantity of links is less important now in SEO, links are still a... [MORE]

The Return on Investment, or ROI, of Blogging

Several days ago Nancy Myrland tweeted about the SCOTUSBlog budget – an eyebrow-raising $500,000.00.  While it is not immediately known how the SCOTUSBlog budget it allocated (I’m assuming most is spent on salaries), Preston Clark posted his blog’s budget on Google+ and started a discussion in the comments on the actual budget range for law blogs. As you can see in Preston’s commentary, the actual cost of running a blog is relatively small.  Hosting is one of the only ongoing... [MORE]

Before Writing a Blog Post, Know Your Audience

When an attorney is in a courtroom for a hearing, they know their audience is the judge.  When an attorney makes a closing argument in a jury trial, they know their audience is the jury.  When an attorney is in a mediation trying to settle a case, they know their audience is their client, the mediator, and opposing counsel.  While understanding the target audience in legal proceedings may be second nature to most lawyers, do the same legal practitioners know their audience when they... [MORE]

2014 Law Marketing Trends

In 2013, social media, content marketing, and mobile optimization dominated the law marketing arena. By now, your firm probably has a blog that is updated weekly, a Facebook and Twitter presence, and maybe even a responsive website or microsite. While these digital marketing fundamentals are still important, in order to remain competitive in 2014, your law firm will have to take its online efforts to the next level. Segment and target your marketing  In lieu of mass marketing the... [MORE]

Going Viral: Our Five Most Socially Shared Posts of 2013

Google Authorship for Lawyers Back in August, I wrote about a relatively new (then) digital marketing feature, Google Authorship. I surmised that this tool would prove most valuable for (1) spotting authors in search results by their photos showing up next to their posts, (2) showcasing an author’s connectedness in search results (number of circles), and (3) search engine optimization. Google Authorship and Google Author Rank have surpassed all conservative estimates of their value... [MORE]

Why Content Strategy Comes First

Most law firms contacting us about their marketing efforts inquire about social media and/or e-newsletters. We get this request most often from law firms with an outdated web presence that has been dormant since the 90’s or law firms venturing into the World Wide Web for the first time (welcome!). What many lawyers fail to recognize is that content comes first – before e-news, before social, before anything digital. Do you have a blog within your website that is updated regularly,... [MORE]

Three Lessons for Legal Industry Vendors on Marketing to Lawyers

This week’s post is specifically for you, legal vendors. I answer a lot of B2B marketing questions from law firms looking to market to other firms.  There are a variety of “expert” opinions available on the Internet concerning whether social media marketing works in the B2B arena. I’ll save you the searching and anticipation: It does. I get new cases for firms using social media. Period. So here’s what I don’t get, law firm vendors: why are businesses that cater to law firms not... [MORE]

How Much Time Should Law Firms Spend on Marketing

Are you spending too much time marketing your law firm – or not enough? Do you know how many hours you and your staff spend on marketing? While best practices will vary by firm and talent, below I provide industry guidelines to help you quantify your marketing efforts.  Blogging Blogs are a great way to gain traction with search engines, trust with your readers, and position you as an expert in your practice areas … if done correctly. It is easy to set up a blog on your website. I... [MORE]

Top 10 Lawyer Marketing Mistakes

I spoke in Chicago at the first ever AAJ Marketing Seminar: How to Promote and Manage Your Practice. I was asked to speak about the top marketing mistakes I see law firms make. While I could have spoken for hours, I chose to limit myself to 10 issues, addressing several in depth in my hour-long presentation. What Am I Doing Wrong? 10 Biggest Marketing Mistakes: Focusing on one component instead of creating a comprehensive strategy Failure to monitor social media Poorly... [MORE]

2014 Marketing Tips For Lawyers

Reaching significant milestones often leaves us feeling reflective. As 2014 draws to a close, most law firm partners will begin to look at their financial year in review, metrics they commonly track to gauge their business success, and bonus rates for their employees. Combing through your financial state is important; however, it is also important to look at the overall lessons you’ve learned during the past year in order to avoid mistakes and capitalize on successes in 2015.  I... [MORE]

Ethical Digital Marketing for Social Security Disability

A huge thank you to the American Association for Justice for having me come to South Miami Beach last week to speak on marketing in the social security disability practice area. A few high points from my presentation were:   Start with your law firm website, ensuring you utilize best practices in its design and structure Make sure to drive traffic to your website through various methods of inbound marketing Don't be overly self-promotional in your blog posts - provide helpful,... [MORE]

Why Your Law Firm Marketing Should Include SlideShare

Marketing your law firm digitally has changed rather dramatically over the past decade. Not only do lawyers of all practice areas now need to effectively use social media (at the very least LinkedIn), but they must also manage a substantial amount of SEO copywriting, including regular blogging. But how will people come to read that digital content? Inbound marketing.  Inbound marketing means what it sounds like – marketing designed to drive users inbound to your law firm website or... [MORE]

How to Measure the Success of Your Law Firm Blog

Most lawyers know by now that adding quality content on a regular basis to their law firm website is a crucial part of a successful digital marketing strategy. But, even if law firms are adding content to their websites, most do not monitor any metrics of blogging effectiveness. Legal Content Can Be Kind of Dull Creating interesting or compelling law firm website content must be done on a continuous basis, and you should always improve upon it. How many times can one write about... [MORE]

Start a Blog During Law School

Nov 29, 2015 | by Stacey Burke | Content Marketing | Blogging
What Is A Blog? A blog is a digital location where a collection of posts is stored. A blog can be private, requiring password access, or it can be public, which allows anyone with the URL to read what you post. Blogs began as online journals where bloggers wrote about their day-to-day activities; but now blogging encompasses a broad spectrum of Internet content. A blog can be about anything, but for purposes of this post, I recommend that one law student maintains a blog about... [MORE]

Everything Is Interesting: Making Traditionally Boring Topics Relevant

Aug 09, 2016 | by Emma Hanes | Content Marketing | Blogging
If your law firms implements a content marketing strategy like blogging, you will quickly be faced with a very harsh reality: the field of law is boring to people who don’t work in it. The old saying, “write what you know,” often falls short when lawyers try to become bloggers because what do lawyers know? The law. And what is the law? Boring.  So how can law firms blog successfully? Although the law is generally boring to the layperson and average Internet user, a small kernel of... [MORE]

You Get What You Pay For: What To Know Before Hiring A Freelance Writer

Sep 07, 2016 | by Emma Hanes | SEO | Content Marketing
Lawyers are busy, so when it comes to creating content for websites or blogs, many hire freelance writers. Even marketing agencies might rely on freelance writers to tackle large projects. With no shortage of freelance writers available, this is a great way to ensure your law firm implements a successful and effective content marketing strategy.   But not all freelance writers are created equal. You might be thrilled that $40 can get you a blog post or page of content for your... [MORE]

Is It Time For A Legal Branding Makeover?

With most things, what’s on the inside matters most. When it comes to your law firm, however, that’s not always the case. One of the most important, customer-facing elements of any business is its logo. If your logo and marketing materials are dull and outdated, chances are clients will think the same of your practice. Should you consider rebranding (and no, we aren’t just talking about your logo)? We are talking about the entire digital image of your law firm. Revamping your brand... [MORE]

Extra! Extra! How To Use Google News For Your Law Firm

Oct 04, 2016 | by Emma Hanes | Google | SEO | Content Marketing
Search engine optimization is a marathon, not a sprint, and while many law firms implement long-term SEO strategies, one potentially quicker SEO approach that might work for you that nearly all law firms completely overlook is Google News. You have likely seen Google News headlines appearing in organic search results, but have you ever considered how these Google News headlines are generated and how they could become a source of new leads for your firm? Probably not, but here’s why... [MORE]

10 Ways Lawyers Can Promote Their Blogs

Oct 14, 2016 | by Stacey Burke | Content Marketing | Blogging
Content marketing has become an integral part of law firm digital success. Adding content to your law firm website lets search engines know you are keeping things fresh and draws in new readers with compelling, timely content. Before you promote your blog posts, you should make sure your posts utilize at least the basics of law firm blogging best practices. The basics include:  Drafting blog posts of 350 words or more Making sure you have completed metadata for your blog... [MORE]

Is Your Law Firm Website Mobile-Friendly?

A mobile-friendly website is no longer an extravagance or supplemental option for law firms these days. A website that is compatible with smart phones is an absolute necessity if you want to keep generating business and attention from new clients. Today, more than 200 million adults in the United States own a smart phone and are accessing the Internet via phone more often than desktop computers. If your law firm’s website is not yet mobile-friendly, we illustrate below why you... [MORE]

What Do The Numbers Mean: Understanding Your Website Analytics

If you’ve ever logged into Google Analytics for your law firm’s website, you’ve likely been flooded with numbers and statistics, but do you know what they all mean? Metrics like “users” and “sessions” are easy enough to understand, but if you don’t dig any deeper into your website’s analytics, you are missing out on an opportunity to understand your audience and the effectiveness of your website. Numbers Explained  Bounce Rate Bounce rate refers to sessions where users only... [MORE]

4 Simple Ways To Drive New Clients To Your Website

Often times one of the highest requests we get as marketing managers is “How do I drive more traffic to my website?” We know that for business owners, an important goal is to always drive new clients to your website. While we can easily list about 50 ways to do this, we’ll start with four for now. Below is a short list of simple ways you can drive traffic to your site. 1. Create Valuable Content I’m sure you’ve heard this one before. The content you provide is key to attracting... [MORE]

Expert Level Unlocked: Becoming The Go-To Lawyer

Achieving Expert Status as an Attorney  As a practicing lawyer in a very competitive location in a highly competitive practice area, it was crucial to find a way to differentiate myself from the pack. How can a younger lawyer develop a unique competitive advantage in an already saturated market?  What makes one lawyer capable of charging and receiving a significantly higher hourly rate than another? How do I become viewed as a trusted advisor to my clients? Having not only your... [MORE]

Competitor Analysis: Is Your Law Firm Marketing Keeping You Ahead of the Curve?

When it comes to marketing a business, it’s important to know what you’re up against. While it would be nice to solely rely on your firm’s strong lawyers to bring in the business, that’s simply not enough. How do you know your firm is taking the right steps toward an effective marketing strategy? Understanding what other law firms are doing and how yours is stacking up against their efforts is one way to find out. A competitor analysis will help your firm establish what’s already... [MORE]

Thinking Inside The Box: What Is The Google Answer Box and What Does It Mean For Your Law Firm?

Jan 11, 2017 | by Emma Hanes | SEO | Content Marketing
If you’ve used the Google Search Engine lately, you might have noticed a new feature, the Google Answer Box, which prominently displays a detailed result above all other organic search results and paid ads. The Google Answer Box marks a significant shift in the way Google displays search results, and law firms seeking a competitive edge can use the Google Answer Box to their advantage. Say Hello To Knowledge Graph Google’s sole goal is to provide the best search results possible... [MORE]

Your Law Firm and Video Content: The Time Is Now

There has been a recent shift in the online world to involve a very important component that many businesses are failing to include in their marketing strategies. Over the past few years, we’ve seen drastic changes in technology and user behaviors across online platforms, and they all point to one thing: video content. According to Cisco, video will account for 69% of all consumer internet traffic in 2017. It is projected that by 2019, global internet traffic from videos will make... [MORE]

5 Easy Tips For Mastering Evergreen Content For Your Law Firm

Content marketing should play a major role in your law firm’s strategic communications plan. In traditional marketing, companies communicate one-way – by overly promoting themselves and what they’re selling to potential customers regardless of consumer interest. In contrast, content marketing is designed to educate potential consumers, empowering them to make informed purchasing decision, including reaching out to a law firm. However, this doesn’t mean there is no place for talking... [MORE]

Common Branding Mistakes Your Law Firm Might Be Making:

Most attorneys know it’s important to have a law firm brand but usually underestimate just how much work goes into building a great one. Law firm branding needs to be well thought out, well researched, and well planned.  There’s more to branding than just throwing a logo on all of the content you create and share on the web. In order to build a great brand, be sure to avoid the common pitfalls in law firm branding mentioned below. 1. No Focus Overloading prospective clients with... [MORE]

Content Curation For Lawyers

With millions of informational sources in the digital sphere today, the amount of available content can be overwhelming. For a law firm managing its own social media channels and blogs, sharing relevant digital content can establish the firm as an authoritative voice on specific topics – even when the firm is not creating the content itself. Finding that content, however, requires content curation.  What Is Content Curation?  When you engage in the curation of relevant legal... [MORE]

Law Firm Marketing Strategies: Traditional VS Digital

Users increasingly find businesses to use and products to buy via search engines online. Thus, spending on digital marketing only continues to increase. A question has arisen as to whether the marketing world will soon do away with traditional tactics and let digital strategies take over. Sure, many law firms are moving toward predominantly digital marketing plans but that’s not to say traditional marketing is vanishing anytime soon. Is one marketing approach really better than the... [MORE]


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