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roysexton · 1 year

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“Clark Hill understands that a strong visual presence is becoming more essential on Facebook than it once was.” Thank you, Good2bSocial! #lmamkt

Oh my goodness! Thank you, Guy Alvarez and Good2bSocial, for this lovely shout out to what we at Clark Hill Law are doing on Facebook. Kudos to my colleagues Alexandra France, Tommy Franz, and Guinevere Lehman Anderson for their leadership here and to our larger team and firm community for the beautiful content they help provide! Original post:…

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reveal-the-news · 1 year

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A Beginner’s Guide to Marketing Law Firms With Online Events | Good2bSocial

Chances are, as a law firm marketer, events are part of your marketing mix. Whether entertaining clients at golf events, Demonstrating your attorney knowledge at a conference, networking, or getting your brand out there is important as a legal marketer. Remember the last event you attended? More importantly, do you remember the people you met? Events are a key way for law firms to strengthen…

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don-lichterman · 2 years

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PPC Marketing for Lawyers: 30 Tools to Improve Your Campaigns | Good2bSocial

PPC is a complex area of digital marketing. Legal marketers often wonder which resources can help them to navigate an ever-evolving PPC landscape. Here we break down some of our favorite tools to help with PPC marketing for lawyers. PPC Marketing for Lawyers Tools for an Initial Audit Before you dive into the world of PPC marketing for lawyers, you should perform an audit so you know where you…

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nationallawreview · 3 years

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Developing a Successful Social Media Strategy for Law Firms: Part 3 Good2bSocial Digital Academy

Last week, we covered Good2bSocial’s content marketing strategy for law firms module, going over how law firms can use thought leadership to align their business goals with those of their clients. Good2bSocial’s Digital Academy includes eight modules that provide legal marketers with essential knowledge of digital marketing concepts. Good2bSocial’s Digital Marketing Certification offers a module…

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#Good2bSocial #Social Media Strategy for Law Firms

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duaneodavila · 5 years

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Thomson Reuters, Long A Mainstay At ABA TECHSHOW, Withdraws As Exhibitor

For as long as I can remember in attending the American Bar Association’s annual TECHSHOW conference, one constant has persisted: the prominent presence in the exhibit hall of Thomson Reuters or its predecessor West Publishing Company. This year, that will change. When TECHSHOW opens Feb. 27 in Chicago, Thomson Reuters will not be among the exhibitors.

Thomson Reuters confirmed this week that it will not exhibit at TECHSHOW this year. Last year, it spent $137,000 to exhibit at TECHSHOW.

Even so, this is not a threat to the viability of TECHSHOW, sources familiar with the conference said. In recent years, TECHSHOW has seen growth in both the number of vendors who participate and the number of legal professionals who attend. Information provided by the Law Practice Division after last year’s show said that it was the most successful ever in both revenue and attendance.

‘Re-Evaluating All Trade Shows’

So why is Thomson Reuters pulling out?

Michael Abbott, vice president of global thought leadership and of the Legal Executive Institute at Thomson Reuters, is the executive who was responsible for the company’s decision not to exhibit at TECHSHOW this year.

Over the past year, he said, TR has been re-evaluating all trade shows it attends to consider how best to engage with the customers who attend those shows. “As we start to think about how best can we engage with the customers, this is one where we thought we’d go in a different direction,” he said.

TR participates in a number of trade shows and spends a large number of dollars in doing so, he noted. It is rethinking its strategy with regard to all of those shows, he said.

“It’s event by event. Some lend themselves to big booth presence. In other situations, we feel we can have more of an impact and engage better with customers through a different approach.” He noted that FindLaw, which TR owns, will still participate in TECHSHOW through an educational session.

In light of recent layoffs at TR, I asked Abbott if TR’s exit from TECHSHOW reflected belt-tightening within the company.

Abbott said this decision had nothing to do with belt-tightening and no relation to the layoffs. The process of re-evaluating trade shows began over a year ago and was reflected in the company’s scaled-down presence last year at Legalweek in New York.

The same process of re-evaluation led TR to increase its presence at the last CLOC conference, in order to engage more heavily with that audience, he noted.

Abbott said this decision should not be viewed as TR abandoning its relationship with the ABA. He said that TR is already working with the Law Practice Division and with the ABA more broadly on other projects for 2019.

I also asked Abbott whether TR’s decision at all reflected its opinion of TECHSHOW as a conference. He said that no discussion of that kind ever entered into TR’s internal conversation about exhibiting at TECHSHOW. The decision not to exhibit there this year does not mean it will never exhibit there again, he added.

Ongoing Reassessment

Christy Burke, founder and president of the marketing and public relations firm Burke & Company, said that, in her experience, vendors are constantly reassessing the shows they attend.

The cost of exhibiting at a trade show is easily $50,000 and can sometimes be well over $100,000. For many companies, that is a major investment, she said. Besides the exhibition fee, there is the cost of the booth and all its furnishings, there are travel costs for its employees, and there are ancillary costs for parties and entertainment.

On top of that, the time those employees spend standing around the booth is time they’re not spending on other, possibly more productive activities. “If their people are standing around with nothing to do, it’s like watching your investment go up in smoke,” Burke said.

While not commenting specifically on TECHSHOW, Burke said that some conference organizers do better than others at making it worthwhile for exhibitors to participate. “If you only think of attendees as customers and don’t think of vendors as customers, that’s missing a big part of the story. They’re both your customers.”

“There are shows that are excellent at really considering the interests of the vendors,” Burke said. “They’re having events in the exhibit halls, they include vendors in announcements and promotional materials, they have staff who come by and thank the vendors during the show.”

Another factor influencing vendors’ decisions about whether to exhibit at a conference is that there are increasing varieties of options for them to reach customers, particularly through vehicles such as social media, webinars, public relations, and other forms of online thought leadership.

“If you only have X dollars in your marketing budget, maybe you want to put that money in a social media campaign where you’re creating thought leadership, rather than attending at conferences,” Burke said.

“They have to evaluate what’s brining in business. If there’s no evidence a show is bringing in business, then they have to decide whether to return.”

Surprised by the Move

Kevin J. Vermeulen is managing partner and chief operating officer for Good2bSocial, a digital marketing agency for lawyers and legal companies. In his former role as chief revenue officer and chief marketing officer for the legal publishing company ALM Media, he helped manage ALM’s Legaltech conference and, for a period of time when the ABA contracted with ALM, the TECHSHOW conference.

He expressed surprise that TR had decided to withdraw completely from TECHSHOW and said that he believes it is important for a major company such as TR to maintain a presence at conferences such as TECHSHOW, not just because of TR’s size within the legal industry but also because of the wide variety of products and services they offer to legal professionals.

Vermeulen said that $137,000 is a lot for any vendor to spend on a conference. But rather than cut that entirely, he believes, the better move would have been for TR to reduce its spend on the conference to maybe half and put the savings into other forms of marketing.

“They should still be there,” he said, “to show their support for the conference and for their customers who are there.”

Vendors should view exhibiting at conferences not just as opportunities to acquire new customers, but also as vehicles to maintain relationships with existing customers, Vermeulen said. “If you’re not there, the customers wonder why you aren’t, what’s wrong?”

Too many vendors squander their time at conferences by not properly planning their presence and training their staff, Vermeulen said.

“The problem with most companies going to most conferences is that they don’t know how to do a conference. They don’t do enough pre-show, they don’t do enough during the show, and they don’t do enough after the show to follow-up.”

Vermeulen said he too often sees sales people sitting around their booths with their phones out, emailing and texting, instead of using that time to reach out and engage with attendees. Vendors need to better train their people about how to make the most of their time at a show, he said.

“I don’t think conferences are going away,” he said. “People still need that networking, the shaking of the hands.”

Bottom Line

What’s interesting about this story is that it can be spun different ways. Some will see it as evidence that TECHSHOW isn’t the conference it once was. Others will see it as evidence that TR isn’t the company it once was. In my opinion, it’s evidence that the times aren’t what they once were.

Once, there were only two or three major legal technology conferences. Once, there were only a handful of major legal technology conferences. Once, conferences were one of the best ways to network and to learn about what’s new.

Now, there is a glut of conferences. There is a glut of legal tech companies. And there is a glut of ways to network and keep up with what’s new. In this world, it makes no sense for companies to try to be everywhere. Companies can be targeted and strategic in their marketing. They can achieve more valuable exposure through content marketing and thought leadership than through fancy booths and throwaway tchotchkes.

Trade shows remain important. The networking alone is invaluable. The opportunities for vendors to be face-to-face with customers and for customers to be face-to-face with vendors are invaluable. But must a vendor be present at every event? No. Not anymore.

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thebethriggs · 7 years

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Good2bSocial Releases the 2017 Social Law Firm Index

Firms that have high SEO scores rank higher on search engines and are doing a better job of broadcasting thought leadership content to clients. Provide it by Tips about Real Estate Structure Finance

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#Good2bSocial Releases the 2017 Social Law Firm Index

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roysexton · 1 year

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Oh my goodness! Thank you, Guy Alvarez and Good2bSocial, for this lovely shout out to what we at Clark Hill Law are doing on Facebook. Kudos to my colleagues Alexandra France, Tommy Franz, and Guinevere Lehman Anderson for their leadership here and to our larger team and firm community for the beautiful content they help provide! "Clark Hill understands that a strong visual presence is becoming more essential on Facebook than it once was. They find new and exciting ways to add visuals to their posts, whether it is a podcast sound bite with accompanying visuals or a professionally shot video. Clark Hill also uses Facebook as a place to share thought-leadership content and start conversations on topics important to their firm. They often share links to articles, rather than simply only advertising their successes." https://www.jdsupra.com/legalnews/5-facebook-accounts-of-law-firms-who-5077567/ - thank you! @good2bsocial @clarkhilllaw @_alexef_ @msutfranz @guineveregracea #lmamkt #socialmedia #legalmarketing (at Clark Hill Law) https://www.instagram.com/p/CljFnCyLNx7/?igshid=NGJjMDIxMWI=

#lmamkt #socialmedia #legalmarketing

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reveal-the-news · 1 year

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How to Conduct Competitor Analysis When Marketing Law Firms | Good2bSocial

[Author: Noreen Fishman] Have you recently conducted a competitor analysis? Chances are you completed one when your firm was in its early stages, but this one An activity that can help your firm at any stage of growth. An effective competitor analysis can give your firm an edge in your market – but only if done correctly, will you get the full picture. In this post, we explore how to conduct a…

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don-lichterman · 2 years

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Podcasting for Law Firms: 8 Steps to Get Started | Good2bSocial

Did you know almost 60% of Americans listen to podcasts? Not only do podcasts provide audiences with a convenient means of consuming complex information, but they’re also an increasingly important channel for generating brand awareness and positioning your firm as a thought leader. Keep reading if you’ve been curious about podcasting for law firms but aren’t sure where to begin. These 8 steps to…

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nationallawreview · 3 years

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Inbound Marketing and Client Journey Mapping– Part 1 Good2bSocial Digital Academy for Law Firms

In late January Good2bSocial launched the Good2bSocial Academy. Designed to be an easily accessible way to enhance understanding of digital technologies in a law firm/legal marketing context for marketing, business development and communication professionals in a law firm environment, the course features webinars, articles and videos on an easy to navigate dashboard which can be completed at the…

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#Good2bSocial #law office management #Legal Marketing

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thejohnduncan · 4 years

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@good2bsocial: "YouTube Growth Hacking" by Jeff Abston shares technical and practical strategies that help firms in every stage of operations to leverage YouTube for sustainable growth. #videomarketing #YouTube https://t.co/JH6n0QRxNK

"YouTube Growth Hacking" by Jeff Abston shares technical and practical strategies that help firms in every stage of operations to leverage YouTube for sustainable growth. #videomarketing #YouTubehttps://t.co/JH6n0QRxNK

— Good2bSocial (@good2bsocial) January 15, 2020

Source: @good2bsocial January 15, 2020 at 04:39AM More information Content Samurai Discount

#Twitter #Content Samurai Review #Content Samurai Discount

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patriciaweiril · 5 years

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RECAP of the 2018 Law Firm Digital Marketing Survey: Trends & Best Practices

The Legal Marketing Association (LMA) in conjunction with Good2bSocial conducted a survey, and follow up webinar, regarding digital marketing trends and best practices amongst law firms. The survey asked legal marketers about their law firm digital marketing strategies to raise awareness of their firm, its practice groups to generate new business opportunities from prospective and existing clients.

Guy Alvarez, CEO of Good2bSocial lead the discussion with guest presenters Jay Plum, Director of Communications at Bracewell LLP and Jeff Berardi, CMO of K&L Gates LLP who shared their thoughts and experiences with digital marketing at their firms.

Key points from the webinar for legal marketing teams:

There are many opportunities in digital marketing that law firms can utilize to raise awareness and generate new business.

Legal marketers face challenges when implementing digital marketing programs and the resolutions to those obstacles.

Leading firms measure the success of their digital marketing campaigns.

After kicking off the webinar by introducing the presenters and reviewing the learning outcomes, Guy Alvarez, our moderator, asked both Jay and Jeff what their firm’s current approach to digital marketing was.

Jay responded first and explained that his firm was primarily focused on supporting brand efforts. Jay added that they secondarily want to make sure they are using different social and digital marketing platforms to support the firm’s content marketing efforts and promote the firm as a thought leader.

Following up, Jeff agreed with Jay and explained that his firm’s focus is along those same lines. Although he included that they were focused on making sure the content they generate is relevant and valuable for their target audience. he also made a point to say that creating a greater degree of engagement was a key objective in their efforts.

Guy wrapped up and said that he was happy to hear that both firms were focusing on engagement because for a period of time he felt digital was looked at as just as another platform to distribute content. He feels digital serves as a fantastic opportunity to create and have conversations.

Law Firm Digital Marketing Opportunities

Guy then transitioned into the opportunities in digital marketing and asked Jay and Jeff for their thoughts. Jeff spoke first about the opportunity to bridge the gap between the different functions of his team and the unique ability to shift from a general broadcast to a narrower more targeted approach.

Jay stated that his firm sees a valuable opportunity to extend the reach of their marketing team by creating brand ambassadors. He feels that if his firm’s employees can become ambassadors on various social media platforms they can avoid communication via an ‘anonymous corporate identity’.

Alvarez agreed while referencing the survey by noting that law firm marketing teams should strive to meet all of these objectives. Guy added a note here that as firms become more sophisticated they should expect to be reaching multiple goals. They would then be able to focus attention towards the bottom line by asking questions such as:

Are your digital marketing efforts generating new business opportunities?

Is there an increase in work from existing clients?

These are the pertinent questions that need to be asked when evaluating the final success of digital marketing efforts.

Challenges

After discussing the opportunities in digital marketing, Guy shifted the conversation over to the challenges. He asked, “What are some of the biggest challenges you face when you’re trying to implement law firm digital marketing strategies?”

Jeff answered by saying that there is so much to do. He sees a problem in sifting through the range of options in a way that makes sense for his firm and industry. Another issue is pushing the envelope when trying new things. His firm doesn’t have processes or controls in place to ensure they are dotting their i’s and crossing their t’s. He finished with a short note about having trouble communicating effectively within a large complex organization.

For Jay and his firm the main challenge is keeping up with the rapid developments in technology and best practices.

The Legal Marketing Association survey showed that lack of buy in from firm leadership was their biggest challenge:

Jeff and Jay both felt that convincing firm leadership to try new tactics is a challenge and best done through continuous education and the communication of results. They both stated that conveying the impact of digital marketing on the bottom line is a vital component when communicating to leadership.

According to our presenters there are a few questions legal marketers need to be asking:

Is your firm measuring ROI?

Are you analyzing the data you’re collecting and if so, how are you doing it?

Are you communicating the impact of your digital campaigns accurately?

The idea is you need to start with the right questions. If you start to ask these questions you will embark on the path that leads to getting leadership on board. Take the time to gather tangible results and learn how to communicate them effectively. As Jeff wisely advised, make the information you’re sharing as “easily digested” as possible.

Social Media for Law Firms

When it comes to the topic of social media for law firm digital marketing, it’s is no surprise that LinkedIn remains the top channel.

Both Jeff and Jay agreed that LinkedIn is the most important platform for their business in a general business communication sense. Although, Jay noted, Twitter is equally important to his firm to communicate with industry leaders. He explained that twitter serves as the best platform for them to engage with thought leaders, journalists, and bloggers. Whereas Jeff explained that his focus is joining the Instagram community as he is seeing the potential of that platform.

It is important to highlight that Jeff, Jay, and Guy all spoke optimistically regarding Instagram. They feel Instagram has replaced Facebook as the social media platform preference for millennials. Therefore, it has become the platform where firms can search for and acquire talent. Due to its visual nature it is easier to communicate things like culture and community involvement.

To recap, all social media platforms need to be utilized in the appropriate manner in order to reach your target audience. Start with your objectives (talent acquisition, thought leadership, etc.) and then decide which social media platform provides the best pathway to your goals.

Measurement & Analytics

How are you measuring the success of your law firm digital marketing campaigns and what are you doing with that data?

The main takeaway is that simply measuring data is not enough. All three speakers agreed that conducting a deep analysis of the data collected is necessary. Alvarez explained that the idea is to study the data in order to create a model to optimize future content production.

When looking through the data some questions you should be asking questions are:

What relationships exist between your successful pieces of content?

How can you change your strategies in the future to optimize engagement and effectiveness?

Bottom line – what works and why?

Some conclusions might be obvious, but like Guy said, the cold hard data in front of you cements those fundamental strategies. Guy also made a point to suggest tying actions to results on a campaign basis. By working on a campaign basis rather than a firm wide basis you can create more actionable insights. The goal is to find the most tangible results possible. (tying back into overcoming pushback from leadership)

Here are the survey results for measuring the success of law firm digital marketing:

The webinar was finally wrapped up with Guy answering some questions from the listeners.

One of the listeners mentioned that everything discussed seemed resource intensive. In their case they only had a small team of three and were curious how they could optimize a strategy with that in mind.

Guy responded by recommending that they start small. He said they should focus on one thing at a time, whether that is social, SEO, etc. He also added that it would be a good idea to first dial in who their target audience is and go from there.

Legal marketers of both large, medium and small firms are continually learning and adapting to the changing environment around us. Which is exactly why conducting surveys like this, that include social media for law firms, is so important for understanding the landscape around us.

A big thank you to Guy Alvarez at Good2bSocial and the LMA for hosting this informative webinar and to Jeff Berardi, and Jay Plum for adding their valuable input and for answering our questions!

The post RECAP of the 2018 Law Firm Digital Marketing Survey: Trends & Best Practices appeared first on MultiVision Digital.

from MultiVision Digital https://nyccorporatevideoproduction.com/recap-of-the-2018-law-firm-digital-marketing-survey-trends-best-practices/ from MultiVision Digital https://mvproductionsnyc.tumblr.com/post/182584138203

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michaelmfergusonusa · 4 years

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Lawyers and Law Firms Not Well Served Setting Up Own Blog Sites

Of course I have a dog in this hunt, and maybe I am being less than creative with a post on this topic, but hear me out on something that seams to be common sense.

Lawyers and law firms are not well served in setting up their own blog sites.

On Reddit someone asked this week about setting up their own blog.

One person responded that they were a software engineer and that they were interested in learning how to set up a WordPress blog site – and theme – from scratch.

He shared it took him a lot of time that could have been better spent blogging. If blogging is ultimate your goal, he said, rather than feeling compelled to know how to set up a blog from scratch, setting up a blog is a major distraction.

Along the same vein, Kevin Vermeulen of Good2bSocial wrote yesterday about the tools lawyers and law firms can use to get started with podcasts. Fifteen tools for various aspects of podcasting.

Vermeulen’s post is a good one, but does a lawyer – or most law firms – want to wade through and test fifteen tools for podcasting.

For the same reason that consumers and businesses choose lawyers, rather than do the legal work themselves when they don’t know how to do it – and never have, why not choose a professional for podcasts.

Back at Reddit, another person mentioned it’s a lot like a car. You get a car to enjoy driving it, not to build it.

Reddit users, though more likely to tinker setting up a blog than most, talked about various things a do-it-your-selfer was apt not to do, – create fast loading pages (negatively impacting user experience and search), set up the tech aspects for optimum SEO, set up features, perform social media optimization etc.

There are probably fifteen other things, including RSS, social sharing set up and email subscriptions that a do it you yourself lawyer or firm is going to miss – and sadly not know it.

Truth be told, LexBlog was started when I couldn’t find someone to help me set up a good blog. And even then there were good tools like TypePad.

Lawyers should look no further than WordPress for their blog. I’d guess every company providing professionals a publishing platform uses WordPress.

You’ll probably find the cost for the business plan at WordPress.com, adding the features you’ll want/need, to be about $40 to $50 a month.

Why not pay $30 to $50 a month more to get something tailored for lawyers set up for you – with training, marketing, syndication, free ongoing support and other things you’ll miss set up properly, all included. If you’re not able to make that sum back – in spades – in work developed through blogging, the focus of your blog and your blogging is misguided.

If it’s not LexBlog, choose someone else to avoid the do it yourself blog set up. Seems like common sense.

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tyronearmstrong · 4 years

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Lawyers and Law Firms Not Well Served Setting Up Own Blog Sites

Of course I have a dog in this hunt, but hear me out on something that seams to be common sense.

Lawyers and law firms are not well served by setting up their own blog sites.

On Reddit someone asked this week about setting up their own blog.

One person responded that they were a software engineer and that they were interested in learning how to set up WordPress site – and theme – from scratch.

He said that it took him a lot of time that could have been better spent blogging. If blogging is your goal, he shared, rather than feeling compelled to know how to set up a blog from scratch, setting up a blog is a major distraction.

Along the same vein, Kevin Vermeulen of Good2bSocial wrote yesterday about the tools lawyers and law firms can use to get started with podcasts. Fifteen tools for various aspects of podcasting.

Vermeulen’s post is a good one, but does a lawyer – or most law firms – want to wade through and test fifteen tools for podcasting.

For the same reason that consumers and businesses choose lawyers, rather than do the legal work themselves when they don’t know how to do it – and never have, why not choose a professional for podcasts.

Back at Reddit, another person mentioned it’s a lot like a car. You get a car to enjoy driving it, not building it.

Reddit users, though apt to tinker setting up a blog, talked about various items a do-it-your-selfer was apt not to do, – create fast loading pages, negatively impacting user experience and search, set up tech aspects for optimum SEO, feature set up, social media optimization etc.

There are probably fifteen other things, including RSS, social sharing set up and email subscriptions that a do it you yourself lawyer or firm is going to miss – and sadly not know it.

Truth be told, LexBlog was started when I couldn’t find someone to help me set up a good blog. And even then there were good tools like TypePad.

Lawyers should look no further than WordPress for their blog. I’d guess every company providing professionals a publishing platform uses WordPress.

You’ll probably find the cost for the business plan at WordPress.com, adding the features you’ll want/need, to be about $40 to $50 a month.

Why not pay $30 to $50 a month more to get something tailored for lawyers set up for you – with training, marketing, syndication, free ongoing support and more, all included. If you’re not able to make that sum back – in spades – in work developed through blogging, the focus of your blog and your blogging is misguided.

If it’s not LexBlog, choose someone else to avoid the do it yourself blog set up. Seems like common sense.

Lawyers and Law Firms Not Well Served Setting Up Own Blog Sites published first on https://personalinjuryattorneyphiladelphiablog.wordpress.com/

#disability lawyers #attorney #lawyer #law firm #disability insurance lawyers

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nycvideomarketing · 5 years

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