‘Twas the night before holiday vacation, and all through the law firm, not a body was stirring — except for you, that dedicated marketing director finalizing next year’s budget. OK, maybe you’re also watching for price drops on Amazon. ‘Tis the season, after all. Since you likely bought, wrapped and sent all the firm’s client […]
Every law firm marketer has been asked this question — often by a managing partner or practice leader: “What’s the ROI of our firm’s public relations? Did that article bring in any new clients?” It’s a fair question, but it’s also the wrong question. In professional services, the sales cycle is long, complex and deeply […]
Just like you, I saw the Coldplay concert drama play out on my social media feed this summer. As a (ahem) seasoned marketing and PR professional, I couldn’t help but empathize with Astronomer’s marketing and PR team (who, in my opinion, responded brilliantly). It was a vivid reminder of Warren Buffett’s famous line: “It takes […]
I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this year.
How much more efficient and effective does AI actually make marketing agencies?
There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of market” will grow. This is called the “excess share of voice” (ESOV) rule. While market share is a widely known metric, share of voice (SOV) isn’t as clear. It’s defined a number of ways depending […]
Google recently launched a ‘helpful content’ update to its search algorithm to prioritize unique and thorough content for its users. Conversely, it will automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful to those performing the searches. When it identifies what it considers deficient pages and […]
Just like death and taxes, if you’re a marketer, it’s inevitable that you’ll be asked to edit a Wikipedia page (or worse: create one). It’s an understandable request given Wikipedia’s prominence on the web. The online encyclopedia continues to dominate search results due to its high-quality, up-to-date content on a vast swath of topics. Its […]
If your 2022 goals include increasing awareness of your law firm, becoming a well-known attorney in your practice area, or better promoting your firm’s expertise and accomplishments, media relations must be a central part of your marketing strategy. However, securing media coverage isn’t as simple as putting out a press release. It takes a focused, […]
Several years ago, I set out to become an industry speaker to promote Reputation Ink’s law firm public relations services to prospective clients. I’ve now spoken to many professional organizations at the local, regional and national levels and can attribute those speaking engagements to winning several new accounts. Securing speaking engagements may be one of […]