To a law firm marketer, no Hollywood monster flick or haunted graveyard can compare to the fear that budget season can bring. And with good reason. It’s a time when everything you and your team do is under scrutiny, and what you can accomplish in the coming year is up for grabs. Everything depends on getting your numbers right — and having them approved.

Case studies are critical tools for showcasing expertise, illustrating competitive differentiators and demonstrating how your firm can help solve clients’ problems. However, if they are written badly (like most law firms’ case studies are), clients won’t read them.

Forget orange… client experience is the new black. Thanks to greater competition and increased client demands, law firms with superior client experience will enjoy more loyalty and higher profits than those that don’t. So how can marketers improve their firm’s client experience? Enter marketing automation.

You carefully craft a press release. You go through rounds of internal edits and approvals. The quote is massaged more than LeBron James’ ego. You send it out to the media… and the published story is chock-full of errors. Once people are exposed to misinformation, it’s incredibly difficult to remove its influence. So what can you do if the media gets your facts wrong?

Remember when content marketing was a new concept? Remember debating why a law firm would ever create a blog? It seemed radical at the time, but even blogging is now considered passé in some circles. So how do you keep up? The best way I know how is to read.

As a marketer, you’ve spent your career justifying your budget and making the case for more money. That’s why studies showing a clear link between marketing spend and growth are so helpful, especially in a profession dominated by skepticism and resistance to change. 

We took our years of experience with content projects and put together a list of 7 critical things you must decide before your writers ever set their fingers to their keyboards. We hope this saves you time and money on your next project.

If you’ve ever updated a law firm website or embarked on content projects like updating attorney bios, you know how complex the process can be. Every lawyer has an opinion, from the important to the trivial. So how can you avoid these challenges and ensure your content project runs smoothly?

Take any law firm’s website, newsletter or social media content and cover up the name of the firm. Can you tell who the firm is without the name? Can you tell what their values are or the sort of firm it is? Or does it sound like another ship in the sea of legal sameness, while (ironically) claiming to be different?

If you’ve ever been given negative feedback sandwiched in between positive compliments, then you’ve had a shit sandwich before. The good news (the yummy bread): Email marketing is incredibly effective for B2B companies. The bad news (the stinky stuff): Your email list degrades by about 22.5% every year. More good news (another slice of yummy bread): There are lots of ways to grow your email list.

While the worst thing a law firm can do is to fake diversity, you should showcase your positive diversity numbers and (genuine) efforts to improve. In our latest blog post, Steven Gallo shows you how.

Last month, I was sitting backstage at The Ellen DeGeneres Show as my good friend danced onstage to the song “Wow.” by Post Malone. While I sat there — both worried and excited for my friend — Rob Lowe casually walked past me a few feet away. At the same time, Will Smith’s “people” were emailing and texting us, along with Good Morning America, Inside Edition, Steve Harvey and many more.

In our latest blog post, Michelle tells the story of her friend’s overnight internet fame experience and provide lessons that legal marketers can take from it.

Unless you’re living under a legal marketing rock, you know that the 2019 Legal Marketing Association Annual Conference was this week. More than 1,500 people attended, including little ol’ me. 

In today's overwhelmed and overworked news environment, how can you effectively communicate your company’s messages and rise above the fray?

If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).

If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).

PR is a unique and powerful tool unlike other marketing efforts because it offers third-party validation: When a lawyer is quoted in an online news story, appears as a pundit on a news show or publishes something in an industry trade journal, that establishes his or her credibility in front of potential clients.

Now, wouldn’t it be fantastic if all of your employees shared the content to their social media networks? “Yeah, right, like that will happen,” you’re thinking. But it’s not a pipe dream. In fact, it’s one of the biggest trends in B2B and professional services marketing.