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Personas: What They Are and Why You Should Care

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Kick your law firm’s digital marketing strategy up a notch by truly understanding your audiences

Understanding your audiences can be complex. While free tools like Google Analytics have made it easy to tap data related to keyword searches, website traffic and content performance to learn more about online audience behavior, the next-level strategy is identifying different audience “personas” and learning how to connect with these prospective clients. Continue reading “Personas: What They Are and Why You Should Care”

How to Identify a Spokesperson for Your Law Firm’s TV Ads

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The traits, tone and temperament that will make a great face for your firm

A spokesperson for any legal brand must wear a lot of hats these days. If leveraged correctly, this person will not only represent your law firm on TV, but may also set the tone for your corporate blog, social profile, speaking engagements, interviews and more.

Because communication comes in so many forms—especially with the proliferation of digital content owned by law firms—a spokesperson must not only fit what your legal brand wants to represent, but also be able to handle all the important tasks and deliverables that come along with taking on such a significant role.

Like many lawyers, who are versed in the rules of law but may lack the confidence and skills for uncovering and anointing an advertising spokesperson, you may be wondering what you should be looking for in the first place. There are many factors to consider:

  1. If we don’t have an obvious “talking head,” how do we scout or “interview” for a spokesperson?
  2. Do we have someone who can represent the universality of the firm in a consistent and calm way?
  3. Is the person we’ve identified passionate enough to make a statement and move people emotionally, but serious enough to show we mean business?
  4. Does having a male or female representative matter in our industry, region or type of law?
  5. Should we be looking for someone younger who might better represent the future of our law firm?
  6. If this person can deliver a coherent presentation on technical aspects of law, does it mean he or she can adequately relate to our prospective clients?
  7. Do they know our law firm inside and out, or is that deep knowledge irrelevant if they can connect with our audience?
  8. Do we have someone who can really speak and balance timing, inflection and even subtle humor?
  9. Can our spokesperson act quickly on his or her feet and remain personable, humble and lighthearted even when things go wrong?
  10. Is this person someone that our brother or mother or nephew would believe and find not only engaging but also credible?

OK, that’s a lot of questions. We’ll try to address as many aspects of finding the right spokesperson as we can to fuel your mission to pinpoint the right person in an educated, systematic way.

From single-sided talking head to multifaceted messenger

There’s arguably no segment more tied to the “talking head” spokesperson than TV advertising for lawyers. This traditional tactic worked in the past when the legal space was less crowded and attorneys were first noodling out how to best demonstrate their prowess on the big screen. (Lawyers were only granted the ability to advertise on TV in 1977, after a U.S Supreme court ruled Arizona’s state ban on legal advertising a violation of free speech.) However, today spokespeople are increasingly tasked with using their personalities and public-speaking skills in entirely new ways on TV—and beyond.

For example, instead of sitting in front of a camera for a one-way conversation, where the talking head reeled off the law firm’s extensive history, biggest wins and top-ranking lawyers, modern TV marketing tactics may require a law firm spokesperson to introduce a real-life scenario of an accident victim; play a character role; interview a former client; and consistently set the brand tone on the airwaves (and the internet).

As TV advertising for lawyers has shifted to increasingly more creative strategies in effort to outfox rather than outtalk the competition, spokespeople must be not only great conversationalists, but inspiring, empathetic and engaging communicators.

Finding that ideal representative can be a challenge, often because this spokesperson may no longer be the most obvious person in the law firm—the oldest member, for example, or the hot-shot lawyer who just joined the team, or the astute attorney who can network her way through a room in style. It may the person who can wear the most hats—and make it look easy in all of them.

 

So what traits do modern-day spokespeople have in common?

Let’s explore.

Passion. These are people who are deeply vested in what they do. They are in law for a clear reason and have navigated to your law firm for a specific purpose. They demonstrate passion—a constant, curious drive for self-improvement and knowledge—in everything they do, even outside of the legal profession.

Creativity. Top spokespeople can think out of the box—and do it very quickly on their feet. They are not so rigid in their thinking that they can’t take direction, see the value in expert advice or shift on the fly. Creativity also pairs with compassion, a critical element of connecting with a viewer of advertising. When you are open to seeing beyond a set pathway, lifestyle or stereotype, you may more easily find compassion for others—ultimately, the clients lawyers want to serve.

Humor. While lawyers certainly must tread lightly in this territory, often the best-performing spokespeople are naturally witty and have a knack for using humor only when and where it’s appropriate. Subtle, situational humor can work wonders for putting others at ease, delivering a poignant message, connecting with audiences on a personal level and even disrupting the status quo in a memorable way.

Calm. It is possible to be both passionate and calm. Creative and centered. Humorous yet cool under pressure. It is the people who employ the traits mentioned above when necessary, but ultimately operate from a center of calm that can send a consistent, believable message that will in turn create the kind of client loyalty law firms count on.

 

How about the actual innate or learned skills necessary to become a spokesperson for an entire law firm?

Tone. This could be anything from a deeply resonating and memorable vocal pitch to a friendly, girl-next-door tone that is instantly relatable. Just listen to the radio. It drives home the different voices and talent used for different advertising messages. Decide what your spokesperson is “saying” through his or her tone. What impression does it make? Does it fit your legal brand? Is it credible? Does it make people feel comfortable?

Timing. As the best comedians know, timing is everything. While most people associate timing—such as being able to deliver a punch line appropriately, pausing at the right moment for dramatic effect and using body language to change the tempo of your speech—with a natural ability, that’s not entirely accurate. Effective public speakers practice timing and dial it in over time, as can any spokesperson with the will and drive to make messages more powerful.

Connection. Everyone has had the experience of connecting deeply with something a speaker has said or demonstrated. That’s exactly what you want to do with your audiences in advertising: connect. Connection comes through emotion and empathy. Truly gifted spokespeople have the ability to connect through storytelling (for example, sharing a personal or universal fear or hope); through emotion (for example, feeling or showing sentimentality outwardly); and through empathy for other people (for example, demonstrating something deeper than compassion in carefully chosen words, physical gestures or voice inflection).

Expression. How a spokespeople express themselves goes way beyond words. This is about physical energy, posture, body gestures, vocal range, confidence and so much more. While we think of fully “expressive” people as “filling up a room,” that doesn’t always have to be result. Your spokesperson doesn’t have to be the loudest, boldest or most dramatic person in the room. But the person you choose to represent your law firm must be uniquely expressive—in a way that always leaves an impression.

Need more ideas for turning up your TV and overall marketing advertising? We at Network Affiliates can help you with plenty of tips on pinpointing a spokesperson, plus in-house creative, production and media-planning to handle all your firms  advertising needs. Call  us at (888) 461-1016 for a FREE confidential evaluation of your Law firm’s current marketing.

We are currently helping over 88 clients in 96 markets win the battle for Fresh, New, High Valued cases.

Avoid These Problems To Maximize Your PPC Campaign

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An in-depth Q & A session with Network Affiliates’ in-house PPC Expert, Buzz Banda

Remember Yellow Pages? Bet you do. It used to be the bible for a lawyers’ print advertising campaign. It was all rather simple back then. Reserve your ad, maybe even maximize a cover or feature spot; hone your listing; and wait for the phone to ring. People were used to looking for services in the phone book—and that’s where your law firm was found. Nice and neat.

Fast forward a decade-plus, and what used to be a go-to resource for attorney advertising is nearly obsolete. So where are people going to find lawyers when they’re in serious and immediate need of representation or want to research their legal options for the future? The answer will come as no surprise: online—where more and more people are going to get answers, get informed and get business done.

What this means is lawyers are required to leverage online marketing strategies or risk losing out on a massive amount of leads. However, digital marketing has become a sophisticated science during the decade that the Yellow Pages died. And that means you will undoubtedly need some help navigating the digital landscape. A PPC advertising expert can teach your law firm how best to make an impact with pay-per-click advertising (PPC), or paid search, which leverages user “clicks” on keywords to garner leads online.

While dedicated PPC campaigns have proven to work very well for attorneys, there are some landmines that you should be aware of if you want to stay alive—and competitive—when marketing online against other law firms. To address these challenges—and solutions—we put Network Affiliates’ resident PPC expert, Buzz Banda through a Q&A session. Check out his helpful insight below.

Q: What are the benefits of PPC for lawyers?

 

A: While digital marketing is a competitive play for lawyers, the benefits far outweigh the marketing method’s shortcomings. The flexibility and speed of paid search are unmatched in traditional advertising. One major benefit of PPC for law firms is sheer speed to market. In many cases, lawyers can have a campaign up and running within a couple of days. It’s also possible to see the first-page ranking for a majority of your keywords within days after launching a campaign.

There’s also great flexibility in that you can pause an existing PPC campaign while starting a new campaign with the click of a mouse. This is a huge benefit over long-term strategies like simple SEO or trying to rank for keywords. It may take months to obtain first-page ranking on a search engine results page with this tactic alone. Incorporating a paid-search strategy also allows you to track which keywords are being used by your potential clients, which is very helpful for refining your future SEO strategy.

Q: Why are PPC keywords for lawyers so expensive?

 

A: Keywords and keyword phrases for law firms are some of the most expensive keywords to purchase because a large number of attorneys are competing for a small number of highly valued search terms, such as “car accident attorney.” Because of the high cost of keywords, it’s very important to be able to determine which keywords and phrases produce conversions versus the ones that do not.

Conversion tactics need to be engineered with a reverse strategy. Begin with the landing page. Is your landing page built to optimize conversions? Think about mobile-first strategy, online forms, and call to actions. Then develop your keyword strategy to align with the content on the landing page. Last, if you are optimizing for phone calls, make sure you know which keywords are producing the calls.

This reverse technique allows you to focus your bidding strategies on keywords that are performing. Obtaining high-quality scores for PI attorneys, for example, can be challenging, although this needs to be a main area of focus. Falling short in any of these areas may result in a very expensive endeavor with very little to show in terms of new cases.

Q: What does the removal of right-hand ad placement mean for PPC users?

 

A: After nearly two years of focus-group testing, Google recently eliminated all ads on the right-hand rail of search-result pages. These right-hand ads consistently showed a lower conversion percentage when compared to those at the top of the page. This decision was also supported by consumer feedback: Users noted that content was much easier to read and understand without intrusion by right-hand ads. Along with this change came the addition of a fourth ad at the top of the page.

The visual adjustment also backed Google’s new mobile-first strategy. When doing a search on a mobile device there are now three ads instead of two at the top of the screen, however, Google is considering adding a fourth to further support and improve the position of paid advertisers. With newly limited space for paid ads, many worry this will increase costs. Google thinks not. The number of people doing searches isn’t decreasing, so the question is do you want to be one of the four ads competing for their business?

Q: But how do PPC ad campaigns make the phone ring?

 

A: About two years ago Google stopped allowing phone numbers in ads, but you can still add a phone number if it’s set up with a call “extension.” This type of ad also requires a strong call to action. Make sure you use a different number for your call extension than you are using for your landing page. A unique number—or track line—will help you trace the lead back to your PPC campaign. Whenever you get a call from your call extension, you know someone called you before they clicked on your ad. This means you were not “charged” because there wasn’t a click. We see a remarkable 50% of the calls to our legal clients coming from the call-extension tactic.

Q: How can I get a PPC campaign customized to my keywords?

 

A: Using the correct keywords in your campaign is critical. If you haven’t already identified these keywords, using Google’s Keyword Planner tool can offer many suggestions on the appropriate keywords for your customized PPC campaign. One other strategy for developing a good set of keywords is simply surveying people in your law office. Create a scenario for them: Ask colleagues to imagine that someone they know has just been hurt in an auto accident and needs to find a law firm fast. What would the person type into a search box to find that law firm? Using real people to develop real search phrases will give you an additional list of keywords, many of which we find produce great results.

Q: What’s different about PPC ads viewed on a mobile device?

A: For the first time in 2015, the number of searches on a mobile device exceeded desktop searches. After the first 30 days of your PPC campaign and each month going forward, it is important to know where your searches are coming from—mobile or desktop? You can find this information in Google AdWords. If the majority of search is coming from mobile, you need to optimize your mobile bids and make sure you have created mobile-friendly ads. Mobile ads, especially, need to give people a reason to call. Your mobile bid optimization should be keeping your law firm within the top three positions—or at minimum an average of two.

 

Need more information about pay-per-click advertising? Call Buzz Banda at (303) 597-9625. Network Affiliates is happy to review your current PPC program for free to see where you stand. You can also contact us here or give us a call at 800-461-1016.

Stand Out: How to Create Unique TV Ads for your Law Firm

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7 EXAMPLES OF COMPELLING, NOT CHEESY, LEGAL COMMERCIALS

Every lawyer can play in the TV advertising space and win new business. But you have to be doing something different than the other firm. The originality and authenticity of your campaign is critical to capturing new eyeballs; making prospective clients stop, think and remember your firm; establishing an initial element of trust; encouraging people to share your message; and ultimately possessing people to take action.

This begs the question: How can attorneys distinguish themselves from one another in such a highly competitive space?

  • How can a TV commercial come across as so compelling that viewers simply can’t turn away?
  • How can a legal advertisement’s creative license inspire action in a way that no message has done before?
  • How can the elements that make a legal brand different from the firm next door truly reveal itself on screen?
  • How can attorneys without massive advertising budgets still compete on TV against lawyers with national reputations—and exposure?
  • How clever can law firm television advertising campaigns get and still make the phone ring?

Facts continue to show the enduring value attorneys place on law firm television advertising. TV advertising already constitutes more than $70 billion in annual spend nationwide and is predicted to hit $90 billion in the next three years. Law firm TV advertising makes up a huge chunk of this figure, growing six times faster than all other ad spending between 2008 and 2014. And today legal services sits at the number six spot among the top 20 biggest broadcast advertisers in the U.S.

There are so many best practices that professional video production artists, including our own in-house studio staff, use to help lawyers distinguish themselves in the marketplace.

However the most successful law firm TV advertising campaigns today include these components:

  • Sound, smart and savvy scripting
  • Professional-grade visual and audio production
  • Expert talent execution and editing
  • Video diversification and dissemination
  • Strategic digital placement and social promotion

After being in the business for more than 30 years, our legal marketing experts could tell you some tips and tricks for helping law firms advertise on television and online, but it might make more impact if we employ video itself to tell the story. Here are seven of Network Affiliates’ most effective law firm television advertising spots—and why they work. These include both original commercial creative as well as a few new favorites from our library of pre-produced ads that can be customized for law firms practicing in some of the most common areas of law.

 

OUT OF CONTROL

Why it works: This shocking campaign stands alone in a sea of lackluster legal advertising. “Out of Control” is a series of commercials that attempts to recreate the formidable, frightening feelings accident victims experience in the days, weeks and months following an injury. When the victim mindset takes hold, people typically feel panicked, lost and taken advantage of by everyone—from the careless driver to the bill collector. While the spot undeniably fuels this tension by reminding viewers of how bad it is, there’s immediate payoff for reliving the pain: help. Expert legal counsel can quickly show victims a way out from under water.

http://digourideas.wistia.com/medias/0iz0s2yim8?embedType=async&videoFoam=true&videoWidth=622

 

SHATTERED

Why it works: One of our most memorable law firm television advertising spots to date, “Shattered” goes against everything you’ve seen in the legal industry before. Switching the emphasis from touting the accolades of a chest-pounding lawyer to showing the physical reality of a car-accident victim, this production phenomenon actually slows down footage to create the sense of how a life can be shattered in an instant. Props included a stylized, turntable-mounted car cabin, silicone “glass” cannons and two air guns to create a haunting and lasting visual impact.

http://digourideas.wistia.com/medias/edexy2khlt?embedType=async&videoFoam=true&videoWidth=622

 

NEED TO KNOW

Why it works: This totally out-of-the-box, totally fun and totally informative spot shakes things up in the traditional legal TV advertising community by using a no-nonsense script and bright, quirky graphical cues to keep viewers tuned in. It’s like a favorite tips piece—only in video format. People are intrigued by anything that informs them in a way that makes them feel more in control during what is inevitably a very stressful and confusing time. Simply knowing some steps to follow when dealing with insurance companies gives viewers an immediate sense of confidence—and ideally enough resolve to take the next step to call a lawyer.

http://digourideas.wistia.com/medias/3iz6qvooq0?embedType=async&videoFoam=true&videoWidth=622

 

CLAIM NUMBER

Why it works: Underscored by tight art direction and high production value, this spot’s fundamental play is emotion. Humans can quickly identify with a moment when they, too, felt downgraded to a nothing but a “number” by an insurance company whose best interests were in dollar signs. It’s happened to the best of us, and it leaves us every one of us feeling powerless. In this quintessential moment of weakness and vulnerability, having a trusted attorney to turn to restores a sense of power over the situation. “Claim Number” is a poignant, engaging ad designed to connect with clients after a life-changing event.

http://digourideas.wistia.com/medias/enhfs673lg?embedType=async&videoFoam=true&videoWidth=622

 

STORYTELLER

Why it works: This pre-produced segment is simply a modern interpretation of the old-fashioned testimonial spot. But instead of a generic talking head, we get a real-life story, a universal sports scenario that people of all ages and backgrounds can relate to and find meaning in. This encapsulated 30-second ad demonstrates how video is a powerful mechanism for putting the viewer in the victim’s shoes. These dramatic, testimonial-style scripts are simple to produce and can be customized for any law firm looking to capture and engage viewers in an entirely fresh and responsive way.

http://digourideas.wistia.com/medias/v69y5g9oy5?embedType=async&videoFoam=true&videoWidth=622

TURN TO DUST

Why it works: Goose bumps. Any commercial creative that gives you goose bumps has generated a strong physiological reaction that will no doubt leave a lasting impression. This is one of those legal spots that you literally feel. And after it washes over you, you’re left feeling like you need to take action—reach out to a loved one, protect yourself or call a legal expert who can take over. This completely original message is visceral and serious. It’s incredibly effective for those reasons and the fact that there’s simply nothing like it on TV. Perfectly juxtaposed against our graphic “Need to Know” spot, “Turn to Dust” demonstrates the vast range of creative approaches that can work to tell your firm’s story and connect with an audience through different emotional triggers.

http://digourideas.wistia.com/medias/idmpbfpezr?embedType=async&videoFoam=true&videoWidth=622

 

JUST ANOTHER DAY

Why it works: This fast-paced dramatic reenactment is immediately engaging and entertaining because it’s relatable: Unexpected things happen to people just like you and me every day. This unforgettable commercial is especially effective because it draws viewers in, hooks them and then builds to an emotional crescendo. It’s this creation of suspense that drives home the ultimate message: We’re all just one moment away from an accident. The authenticity created by filming people doing real-life things helps prospective clients connect to the spot. But the real magic happens when viewers are left breathless by the tragic ending to “just another day.” They’re compelled to think twice about whether they have the right legal representation ready—if and when they need it.

http://digourideas.wistia.com/medias/pxm8hs66p8?embedType=async&videoFoam=true&videoWidth=622

 

Want to separate your law firm’s message from the competition? It starts with compelling, one-of-a-kind creative. The production artists at Network Affiliates’ in-house video studio are highly skilled and highly creative thinkers. See how great creative can help you grow your market share today. Call (888) 461-1016.

 6 Intake Mistakes You Can Fix Today to Be More Profitable!

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Intake is low-hanging fruit for lawyers. However, far too many attorneys focus efforts and marketing dollars on generating more leads, rather than finding the people and implementing the processes that can truly convert those leads to cases. Law firms that master an intake process garner more cases and more ROI in the long term.

It’s not necessarily that lawyers are ignoring intake altogether. There’s typically some process in place to handle calls that come in from referrals, advertising or other marketing campaigns. But often these procedures are out of date, tracked poorly, and don’t receive a lot of buy-in from busy attorneys. Often a single office manager is tasked with trying to handle too much, and intake consistency and quality get overlooked.

If you are second-guessing your intake program it’s probably worth acting on your hunch. Lacking an established protocol could be one reason your firm is lacking revenue—and possibly a stronger caseload. One recent example shows just how many firms are making major intake mistakes. Stephen Fairley, CEO of The Rainmaker Institute, asked his staff to “secret shop” 126 National Trial Law firms who were registered for an upcoming NTL summit, all high-caliber personal injury, workers compensation, medical malpractice, mass tort or criminal defense attorneys who are invested in the legal industry.

Fairley’s callers pretended to be a car accident client who was referred to the firm by a doctor treating the caller’s back pain. Some of the discoveries are jaw dropping:

  • 70% of intake people did not ask the caller for any contact information before completing the call
  • 52% of the firms never called back, even after properly collecting contact information and promising to follow up
  • 31% of the firms never even identified the law practice by name
  • 71% of law firms put the caller on hold for more than two minutes
  • 33% of law offices misspelled their own website URL when asked to provide it, including one so botched it led the caller to a competitor’s site

These are some obvious intake mistakes—not collecting information, following up or considering callers’ needs—that can be fixed by lawyers who start to realize how much they may leaving on the table. Let’s address a few more common intake mistakes that you can start to improve on today.

MISTAKE: Not dedicating an intake professional to handle calls.

The secret shopper test also revealed too many people answering calls with a distinctly annoyed tone that left a bad impression, such as “you’re taking me away from something more important” or “your call is not valuable to us.”

FIX: Empower an intake person or team with the right tools, technology and direction to begin seeing (and valuing) leads as potential cases. Which existing specialists are converting the most calls to cases? Do you need to consider hiring, firing or re-training?

 

MISTAKE: Sounding like you’re too busy to care.

Following up on the previous mistake, tone of voice is a huge barrier during intake for lawyers. Being short, rude or too quick to turn “unqualified” cases away is extremely off-putting and could quickly cost your firm a lucrative client.

FIX: Work toward finding a consistent tone of voice that conveys compassion and caring. (Or at least fake it ‘till you make it.) In fact, studies show that the simple act of smiling can improve a person’s mood, something that could certainly impact verbal delivery over the phone. Writing and employing some simple scripts that put the caller first—for example, asking if the prospective caller is OK first—can go a long way.

 

MISTAKE: Not collecting any (or appropriate) information from callers.

Remember that astounding 70% figure from above? How could any law firm build a viable database or convert a lead without ever being able to contact or market to the callers who are referred to them or find them through advertising?

FIX: First things first, asking immediately for a caller’s name and number will ensure you can reconnect in the event that you are cut off. This also creates a more personal interaction since you can address the caller by his or her first name. After that, it’s every law firm’s call about how much information to collect—what’s appropriate enough for follow-up but doesn’t overstep in such a way that a prospective client feels like a statistic rather than a person. In addition to a phone number, it’s common practice to ask for an email address and preferences for receiving communication via text or email.

 

MISTAKE: Not listening in on intake calls.

Being unwilling to take a hard look at intake to see which people and processes are working is the definition of doing the same thing and expecting different results. That scenario never works. The only way to know for sure whether or not your intake system is functioning at a high level is to truly listen in on the messages your firm is communicating each time the phone rings.

FIX: Start recording your firm’s incoming calls. There are some very simple yet sophisticated call-recording programs available today that can help you begin to review, monitor and learn from your intake calls. These systems can help you not only uncover flaws in how they are communicating but track statistics about call volume, time of day, length of calls and other key metrics that will hone how you market over the phone.

 

MISTAKE: Not paying attention to the small details.

 A lot of little intake mistakes can add up very quickly to an undesirable impression of what your lawyers might be like to work with. Don’t give an anonymous caller the chance to rule out your law firm before you’ve even had a chance to meet in person.

FIX: Create an action plan for intake specialists that lists things to avoid during that critical first-impression session on phone. For example, institute a one-minute rule: If a caller is left on hold past one minute, a live person must at least re-acknowledge the waiting caller’s existence or ask for a number to return the call. Similarly, have a cheat sheet readably available with your firm’s accurate website URL and other key details. Also consider quicker ways to disseminate information correctly, such as asking for an email address and including all relevant firm details in an email that goes out immediately following the call.

 

MISTAKE: Not following up fast enough—or at all.

Statistics have shown that anywhere from 30% to 50% of sales go to the vendor that responds first. And, depending on your average case fee, a 2% increase in conversion could lead to $500,000 in revenue! There is simply no reason for not following up with a caller that leaves a message.

FIX: Again, put a system in place for exactly how these intake follow-up procedures should work, especially for after-hours calls. If you can commit to returning a call within 24 hours of someone leaving a message at the office, say so in your voice mail message. Better yet, consider a two-prong approach by sending a recognition email or text (if you have the caller’s information) to acknowledge that you have received the message and the appropriate attorney will be in touch soon.

When in doubt about, we can’t stress enough the importance of simply writing and following a script—at least until your intake folks get the tone of communication down pat. Having a clear, consistent way to talk to your prospective clients can carry you farther than you might think.

These are the things that keep us up at night! When you join the Network Affiliates family you get a team of highly skilled creative thinkers, all under one roof, who spend their days helping attorneys with every aspect of legal marketing, from creative and production to intake and online efforts. We work together to provide every client a customized marketing strategy that just works. Call us today at (888) 461-1016 to learn more.

Here’s How Attorney Email Marketing Works!

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Now’s the time to get ahead of the curve!

As much as social media is the talk of the town, the reality is people overwhelmingly use email to communicate effectively and get business done. In a highly people-driven industry such as law, email marketing is one of the most personal and direct methods for reaching past, current and prospective clients.

In fact Salesforce Marketing Cloud’s State of Marketing Report from 2015, which surveyed over 5,000 marketers in realms such as social, email and mobile, feedback and statistics about the power of email were overwhelmingly positive.

A majority of participants—73%—said marketing is core to their business, and nearly the same number—74%—believe that email efforts already produce ROI or will create real returns in the future. In its 2014 State of Marketing report, Exact Target found an even higher number: 88% of marketers said email marketing was bringing them positive ROI.

Likewise, the Direct Marketing Association’s research concluded that email marketing for businesses in the U.S. yields a dramatic 4,300% average return on investment. EmailExpert’s numbers showed that for every $1 spent on email marketing, there was an average $44.25 ROI. And in a recent ranking by Gigaom Research, marketers consistently rated email as the most effective tactic for four key business-development areas: awareness, acquisition, conversion and retention.

These findings may be surprising, as this more “traditional” form of digital marketing is increasingly overshadowed by sexier social platforms. However it’s clear that email is not only alive and well, finding a new niche among emerging social and mobile communication platforms, but can thrive as a healthy slice of any integrated legal marketing mix.

That said, strategies around attorney email marketing have changed dramatically since we heard those first iconic words, “You’ve got mail!” Today law firms need to take into account:

  • Staffing or outsourcing professionals to write engaging email content
  • Quality control through third-party email dissemination and management tools, such as Constant Contact or MailChimp
  • Analyses on KPIs such as open and conversion rates that measure the success of email campaigns
  • Accurate optimization and responsive design to allow for effective viewing of email on mobile devices
  • Best practices for email and database marketing, including personalization, segmentation and content series strategies

Email optimization for mobile

One of the most important trends in content consumption is the pervasive daily use of mobile devices. Put simply, more people are accessing more content on more handheld devices than ever before. In fact, in the first quarter of 2014, more email was opened on iPhones than all desktops combined.

With this kind of mobile demand, comes an absolute requirement that each segment of your law firm’s content—especially custom email messages—render immediately and properly on a smaller screen. One survey from email channel expert BlueHornet revealed the real problem: Over 70% of people will simply delete an email if it doesn’t open properly. Users now look at email applications as scanning tools screening for good content, and they can swipe lawyers and brands away in an instant.

Fixing readability issues should be a serious directive for attorney email marketing in 2016, because you can’t tie ROI to content that’s never been viewed. Law firms that haven’t shifted to a digital platform (both web and email) with responsive design—coding that makes content render properly on every device—should consider making adaptable content a priority.

 

Effective email open-rate strategies

Just as we know users won’t open an email that doesn’t display or load easily, increasingly distracted Americans who are already inundated with content will also ignore emails that don’t catch their attention in approximately three to four seconds. Yes, attention spans are disturbingly short. So even if your email template is super slick and responsive, if the subject line or headline doesn’t compel viewers to read, learn or act more, your legal email is as dead as a delete.

There are plenty of online resources available to help you write better attention-grabbing headlines to encourage a higher email open rate, but in general delivering an intentional variety of short messages (about 50 characters or five to seven words) is most effective. Using non-spamy/salesy phrases, compelling questions, deadline-driven words, calls to action and commands, lists and tips, and multimedia links are also successful open-rate strategies.

Personalization and localization are also becoming very important for boosting email open rates. Stats from Experian showed promotional emails that were personalized, for example with someone’s name, had a 29% higher unique open rate and 41% higher unique click rates than generic email messages. Picture those well-timed emails you get from a favorite clothing brand, for example, offering a discount on your birthday or with a personalized welcome note after joining a loyalty program. This kind of email personalization can be adapted appropriately for the lifecycle of legal client.

Likewise localizing your email campaigns by adding a city name in your recipients’ subject line is also increasingly effective. Leverage your database information to segment and market to specific clients in specific areas. Tangentially, this could also help prospective clients associate your law firm as a local or regional expert in a particular area of law.

 

Acting on email metrics

Possibly the most important strategy of all in attorney email marketing in 2016 is regularly monitoring and mining the data you’re capture through your email efforts—and making adjustments as needed. Tracking and learning from key indicators including the big three in email—click-through, click-to-open and conversion rates—will help you hone your e-campaign to precision. Nearly every third-party email tool and template comes with analytics baked right in. You just need someone to help you read the recipe and possibly tweak the ingredients of your emails.

The beauty of digital marketing initiatives like email is they can be easily modified when they aren’t working. This allows law firms to test-market different messages and approaches in both content and design, without spending much money. That said, too much experimenting could turn off clients, so once you settle on some solid strategies use them as a baseline to maintain brand consistency going forward.

Need more insight on how to improve your database-driven email marketing? Currently representing over 90 law firms around the country, Network Affiliates has the answers attorneys are looking for. We are here to provide a free and confidential evaluation of your current legal advertising and marketing strategies: (888) 461-1016

New Attorney TV Advertising Campaign: Claim Number

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Although the medium has changed quite a bit in the last few years, television is still the most powerful and far reaching advertising vehicle around. Broadcast commercials cast a wide net, drawing in viewers and giving them a sense of who you are – and if they can trust you.

Attorney TV advertising is a long-term strategy; an investment in your firm and in staying top-of-mind, should someone ever need you.

We all know insurance companies do a tremendous job of marketing themselves as an institution you can trust if anything ever happens. However, the cold reality is, insurance companies are rarely the fun, friendly, caring neighbors they want us to think they are. In “Claim number”, Network Affiliates’ latest creative campaign, we shed a light on that cold world, showing how insurance companies are more likely to treat an injured victim like a number or statistic, rather than a human being going through a life changing event.

Through emotional performances, stunning art direction and production value that rivals any national commercial, “Claim Number” is sure to draw attention, engage your audience and portray your firm as one someone can trust when they need help.

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At Network Affiliates, we take a unique and individualized approach to advertising your law firm. A spot that worked great in one market may not perform as well in another market. That’s why we offer a vast array of broadcast solutions. Call us today for access to our full commercial library as well as a FREE, CONFIDENTAL evaluation of your current marketing efforts – (888) 461-1016!

New Law Firm Television Advertising Campaign: Storyteller

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Data across the board proves that broadcast and cable are still the most valuable medium for lawyers. In fact, attorney TV advertising grew six times faster than all other ad spending from 2008 to 2014. Furthermore, just last year legal services took home the sixth spot on the Top 20 list of broadcast advertisers.

When a law firm doesn’t necessarily have the time or resources to invest in a fully customized testimonial campaign, one alternative is to leverage the power of storytelling in an encapsulated version; combining the power of a 30-second testimonial and the intimacy of placing the viewer in the victim’s shoes. By exploring an effective way to share “testimonial style” stories in a dramatized fashion, capitalizing on exceptional production value, and our country’s love of sports, this makes for a truly unique and focused legal TV advertising campaign.

“Storyteller” is dramatic. It’s disarming, it’s attention grabbing, and it will most definitely stand out in the crowded airwaves.

It doesn’t have to be expensive to look expensive. At Network Affiliates, we own all of our own equipment; we have a fully-equipped in-house production stage, several on-site editing suites and a seriously talented team that has worked all over the world. Call us today (888) 461-1016!

Just Another Day: A New Legal Advertising Campaign

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In the legal advertising landscape it’s harder than ever to create messaging or creative that stands out, grabs attention and separates you from the rest of the competition.

“Just Another Day” is not just another talking head TV commercial.  It’s dramatic, entertaining, engaging and most importantly memorable. It will keep people guessing, and in the end, leave them breathless – which will absolutely help separate your firm from the rest of the legal noise in your market.

It’s no surprise that consumers most easily relate to people and issues they can identify with. Reaching clients through smart, diverse, authentic advertising, coupled with unparalleled production quality, gives you the chance to connect on a deep and emotional level.  At Network Affiliates, we strive to keep raising the bar – giving our clients the best opportunities to create something unforgettable.

Is your TV presence and approach made up of right stuff? Network Affiliates’ broadcast advertising experts have been in legal advertising and marketing since 1981. We know media, we know messaging and we know what it takes to keep your case load full in today’s marketplace. Call us today!