Blog Posts

What’s More Important, Strategy or Content?

Within the Digital Marketing World, especially within the Legal Marketing channel, finding a marketing agency or consultant who is good at both strategy and content is rare. A good strategist will get your website in front of audiences and a good designer and content writer will keep people engaged on your website. So which is

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Understanding Bounce Rates

Just about anyone with a website has heard the term “bounce rate” when reviewing their website performance and analytics. The definition of bounce rate is, “the percentage of visitors to a particular website who navigate away from the site after viewing only one page.” Oxford Languages This is one of the reasons your homepage is

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Why The Slack App Makes Sense for Law Firms

If you haven’t heard of Slack, now is the time to learn more about it.  Slack is essentially a digital messaging app that allows teams to work more effectively together. Slack is similar to Microsoft Teams. Even if all your employees work in the same location, Slack can improve communication and efficiency. Slack keeps all

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Should You Hire a Review Service?

It is almost impossible to overstate the importance of collecting quality reviews in the world of digital marketing. Online reviews are today’s equivalent of referrals. They are one of the top 3 ways customers find you and make a decision whether to hire you. According to the US Bureau of Statistics data, 93% of consumers

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Audiences Want Your Story

Most legal websites have a section where audiences can learn about the individual attorneys and staff at the law firm. This is always a good idea, but most of these areas within legal websites are missing a BIG opportunity to convert viewers to clients.   This section of your website is a great area to share

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What is a “Microsite” & Do I Need One?

Many people will tell you that a Microsite is the same thing as a Landing Page.  I respectfully disagree!  A Microsite can be the same as a Landing Page but a good Micro Site is more.  These sites are sometimes called Minisites. Microsites are designed to promote a specific service (DUI help, Work Injury, Auto

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Creating High ROI Marketing Campaigns

Every law firm I’ve ever worked with can tell me a story about a marketing pitch that caught their attention with it’s great message, high tech strategy or the ability to reach an ideal demographic.  What most law firms cannot tell me is why those campaigns didn’t work.  They had so much promise but ultimately

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It’s Time to Review Your Marketing Plan

In 2021 surveys show that most companies reduced their marketing budgets.  This isn’t surprising since during a crisis (Covid) companies traditionally reduce their marketing expenses first. As we pass the 1st half of 2021 and Covid begins to gain ground again, it’s time to review your marketing plan for the rest of 2021 into 2022.

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Marketing & Timing Risk

There are so many things to focus on when creating a marketing campaign that it’s easy to lose sight of some basic considerations.  We focus a lot on the importance of creating the right message and delivering that message to the right audience. Another consideration, especially for law firms, is the  timing of your message.

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Quality Content Remains #1 in Search Trends

There is a new internet search rival to Google.  Neeva, a new player in the online search game, is betting on a different model for search engines to make revenue. Instead of selling ads, Neeva charges people $4.95 a month for a search engine that focuses on quality content with no ads. It claims to

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Solving Problems for Clients is More Important Than Ever Today

You’ve probably noticed that prices are going up on almost everything from gas and groceries to homes and travel. News reports and even the Federal Reserve are beginning to mention inflation concerns. People are starting to be more cautious with their spending.  All this means competition among law firms to get new clients is getting

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Facebook Ads Are a Must In Legal Marketing

Facebook has created an amazing platform for targeted legal marketing.  With more than 1 Billion daily users, It’s hard to imagine any law firm that is not using Facebook’s platform!  If you haven’t been promoting your Facebook Page and participating in Facebook Groups, you are missing an impressive opportunity to attract and retain new clients.

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Legal Marketing & The Need for Soft Skills

Frequently when I speak with potential marketing clients for the first time they are eager to tell me about all the ‘technology’ and digital tools they use in their marketing campaigns.  It is rare for them to express any concern about the actual message they are delivering in their marketing.  There are so many ways

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How To Use Keywords for Google My Business

Google My Business (GMB) is an excellent tool for promoting your law firm locally. When someone searches on Google for local businesses, your business name is the primary ranking factor used.  As tempting as it may be to add keywords to your actual business name, this practice is against Google’s guidelines.  Violating Google’s guidelines can

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Surprising 2020 Legal Marketing Statistics

When you consider that at its most fundamental level, marketing is about building relationships, some of the statistics below are surprising.  What’s not surprising when reviewing this data, is why so many law firms struggle with developing a successful marketing strategy. Websites are one of the best marketing tools for any business, especially legal, medical

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Writing Effective Google Ads

I love Google’s Ad platform for local businesses. It makes writing ads, testing them and tracking their results uncomplicated.  As with any ad, content matters and there is a lot of competition among law firms. Google Ads has some rules that you will need to follow. There are also a few rules to follow to

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Google Makes Images VERY Important

Sometimes Google provides updates that can force companies to make big changes to their digital marketing content and strategy.  It looks like 2021 is one of the years that Google is making some big changes to how it ranks your digital content.   The biggest change from Google is how is the addition of 3 new

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How to Hire a Legal Marketing Agency

Most law firms will need to hire or replace a marketing agency to grow their practice. It’s important to understand that just like all law firms are not the same, neither are marketing agencies.  With so many options and marketing channels available today, many marketing agencies specialize in types of marketing channels and areas of

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Social Media Marketing vs Social Media Ads

It’s pretty common as a digital marketer to see law firms that duplicate their online content for social media and social media ads.  It simplifies their online strategy and many firms think it’s an effective way to market on social media platforms.  This is simply not true!  While it’s understandable to lump social media and

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Why Is My Marketing Failing?

There are several factors involved in creating a successful marketing strategy that delivers strong results.  Not surprisingly, there are also multiple pitfalls that contribute to failing campaigns. Many of these pitfalls lie in the execution of your strategy.  However, a common cause for failure is more basic than execution, it’s imitation.   Frequently I will have

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Virtual Consults Are Here to Stay

Many technology trends were accelerated by the pandemic shut downs.  A few of those trends are now enthusiastically embraced, including working from home and virtual consultations. It turns out that potential clients love virtual consultations! That’s a good thing because they can be an effective way for legal teams to engage early in the marketing

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The Ghosts of Marketing Past

I have to be honest, sometimes I like working with brand new law firms better than established firms.  Established firms usually have marketing ghosts that I need to compete with to earn their business.  Sometimes these ghosts are friendly and sometimes they are not. Either way, these ghosts haunt my clients with past experiences leading

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How Marketing Increases Your Firm’s Value

Whether you’re planning to retire and sell your firm or you just want to attract quality talent, marketing helps, a lot. Developing and continuing a marketing strategy translates to market awareness, validation and consistency. These are business qualities that make your firm attractive to potential buyers and future employees or partners. An added benefit is

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How Lawyers Sabotage Their Social Media Brand

When non-marketers think of branding, they usually consider self promotion and branding as interchangeable terms. This is especially true in hyper competitive businesses like law firms.  Everyone wants to tell their audience how great they are and why viewers should hire them.  This is not the way to brand yourself on social media.  In fact,

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Using QR Codes to Drive SEO

When we think of QR codes many people think of consumer products, but in reality QR (Quick Response) codes are really useful for SEO and for tracking marketing campaigns.  What is a QR code? A QR code is a type of matrix bar scan that can be read by your mobile phone. The QR code

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Being Everywhere & Nowhere

In our digital world there are dozens of places to market and spend money.  If you’re a large law firm with multiple offices and a large budget, being everywhere is a strategy that seems common.  If you’re a smaller firm, this strategy can wreak havoc on your marketing budget while producing poor results. The sheer

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Keep It Simple

Lawyers in the U.S. are frequently regarded as overeducated and condescending by the average American.  In part, this attitude comes from the way attorneys communicate. Attorneys need to be technically specific and highly literate to effectively represent clients and work within the U.S. legal system.  However, when attorneys provide their own content for SEO they

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How Do Consumers Choose Attorneys?

Many studies have tried to identify how consumers choose attorneys. The end result of several studies is that the exact way consumers choose their attorneys remains somewhat tricky and can change based on local market preferences and bias.  However, some broad generalizations can be made from the research that has been done. The three main

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What Does Your Online Audience Want to See?

  Your online ads, social media posts and SEO tools all need to be designed to drive your audience to your website. Getting your potential new clients to go to your website is only part of the equation, once they are on your website you need to meet their expectations.   Keep in mind that many

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Marketing Versus Sales

Marketing and Sales are frequently confused and often considered interchangeable. In reality they are two very different things. Marketing and Sales do compliment each other, however their roles in generating new business are distinct. Marketing is used to create an interest in your firm’s services, sales is the process of converting a prospect into a

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