If traditional marketing has performed well for you in the past, why go digital? Or, if you’re already in the digital space, why spend more money on traditional marketing?

Here’s a quick look at both to help you decide.

Traditional Marketing

Traditional marketing (or outbound marketing) has a long history; it’s well-researched, and proven to get a message in front of a large, attentive audience.

Traditional marketing includes virtually all advertising before the internet: TV advertising, direct mail, billboards, print, radio, you name it.

Think of traditional marketing as a large paintbrush: it covers a lot quickly but can lack important detail.

Traditional marketing works. Data shows that television and radio advertising are still top performers. It continues to be a primary source of lead generation for nearly every business in every conceivable industry, and there’s still no better way to build brand recognition.

But in the digital age, can you ignore the efficacy of digital marketing?

Digital Marketing

If traditional marketing is your large brush, digital marketing lets you create fine brush strokes.

Digital marketing can target an audience with near granular precision, taking into account several parameters simultaneously (e.g., age, interest, location, etc.).

Digital marketing includes a range of online approaches: website design, search engine optimization (SEO), written and video content, the list goes on and on.

More importantly, digital marketing allows your practice to nurture relationships with prospective, current, and former patients. And what’s more important than building relationships with the people you serve?

Social media marketing, for example, maximizes the best-known marketing tool: word of mouth. And these days, few things are more trusted than a personal recommendation.

Finally, digital marketing capitalizes on interest, especially, using various tools to drive prospects to your digital doorstep.

However, there are trillions of doors in the digital landscape. But with effective digital marketing, you can be sure the right user gets to the right door at the right time.

Get the Best of Both Worlds

If you’ve already enjoyed success with traditional marketing, don’t abandon what you’re doing for a digital-only plan. Traditional methods work, but you wouldn’t believe how much more effective those efforts can be combined with digital marketing.

And if you’re already in the digital space, why not boost your web traffic and analytics with a TV branding campaign?

Combining traditional with digital guarantees your practice is making the most of its marketing dollars. Working with an experienced legal marketing agency ensures the right combination.

What does your mix look like? Let’s find out! A quick phone call can get the ball rolling today. Call 888-461-1016, or contact Network Affiliates online, and we’ll get in touch with you.

 

Content is your website’s workhorse. It can motivate visitors to contact your business or quickly send them to your competition.

Creating “great content” is easier said than done. Everyone, ourselves included, would like every blog post, infographic, or video to be a home run. But that’s not how it works in reality.

Some do well. Some are duds. But we’re a digital marketing company. That’s our job – we make content, analyze, and improve it.

But what if you’ve just started your law firm and don’t have the budget for a company like us? Or maybe you’re a marketer tasked with maintaining an attorney’s blog?

Do you know where to start?

That’s what we’re going to answer. Here are some tips you can use to create content topics for your law firm’s blog.

Finding Topics

There’s no “one size fits all” approach to topic generation. You can get ideas from questions your intake specialists have answered, question-based queries you’ve found in Google Search Console or Google Analytics.

You can also scour your site’s form submissions for topic ideas.

Regardless of where ideas come from, there’s no way you can remember all of them. Make a list in either a small notepad or a digital note taker like Google Keep. Jot down the general topic, why you thought it was interesting, and the original source if applicable.

You may not use all of them, and that’s fine. But at the very least, you’ll have some ideas to fall back on when you draw a blank in the future.

Traditional brainstorming works, too. If you have time, get together with other people in your firm to come up with ideas. They’ll bring a different point of views to the table and suggest ideas you may not have thought of.

And if all else fails, there are multiple topic generators available online. This one from Hubspot spits out a few ideas for you.

Generators are helpful, no doubt, but they’re by no means perfect.

Once you have some topic ideas to work with, it’s on to the next step.

Format and Creation

Next: what is the best way to present the information you want to share? Blog post? Podcast? Infographic? Video? Text?

It’s your website. Your content. The format you chose is only limited by time and talent.

Speaking of talent, you’ll need to figure out who’s creating the piece. Perhaps you’ll take it on yourself if you have the time, or you may delegate it to someone in the firm as a collateral duty.

If you don’t have the time or talent, there’s nothing wrong with outsourcing the work to a freelancer or a marketing company.

Cost might be a factor, so shop around to find the best combination of price and quality, but be careful. If you pay five bucks for a blog post, it’s going to read like a five-dollar blog post.

Know Your Audience

When creating content, try to understand the person that’s going to interact with it.

Yes, you can create personas, but that will require more time and resources than you probably have available. And if you’re starting with a new website, a persona will demand a lot of information that you won’t have yet.

Personas work by helping you identify your audience and create content they’ll act on. But personas seem to work better for companies selling a product or service to a specific audience.

But you don’t need personas to understand who your audience is.

As an injury law firm, you know that your audience is:

• An injured victim or their family member
• Stressed out about their current situation
• Looking for help
• Probably not a lawyer

The best advice is to keep it simple. If you’re writing a service page or blog post like you would a legal brief, you’ll lose a lot of people before delivering your pitch.

Keep your audience’s needs top of mind when writing content for them.

Content Needs a Goal

The content you’re working on needs a purpose. Do you want to generate cases? Do you want to improve interactions on your social properties? Or is it an informative piece, letting site visitors know about important changes in the law?

Your content should have one goal.

By limiting the content’s workload, it’s easier to see if the content was a success or needs adjusting. If it’s successful, you can make an educated guess as to why it was a success and replicate it for the next piece.

If it underperforms, figure out what went wrong and don’t make the same mistake. Or change the current content and see if you get better results. Take notes as you make these adjustments.

There isn’t one “right way” to create a piece of content. Companies like Hubspot and Moz offer helpful tips you can use to get the most out of your effort. But at the end of the day, trial and error work best for a specific audience.

If content generation is new to your law firm, there may be more failures ahead than successes. Don’t give up. It gets easier over time.

Measuring Success

However you define successful content, free tools like Google Analytics, Search Console, Bing Webmaster Tools, Facebook or Twitter Analytics make it easy to measure.

If your firm has a Facebook page or Twitter account, you won’t have to do anything but login and monitor your posts.

Google Analytics, Search Console, and Bing’s Webmaster Tools need to be set up before you use them. All three are free, but someone will need to add a few snippets of code to the backend of your website.

The goal or purpose you gave to the content will determine what analytics data you review. For example, if you wanted a piece to do well on social media, you’d look at data from Facebook and Twitter.

Google Analytics and Search Console show if people spent a lot of time on the page or converted to leads. And Google’s Search Console and Bing’s Webmaster Tools would give you a rough idea of how the piece is performing in search results.

The data you find should inform the changes you make in new content, and it will ultimately drive your success.

Lather, Rinse, Repeat

Odds are your content won’t do as well as you’d hoped. That’s fine. Analyzing content gives you a chance to see what worked and what didn’t.

If you think something worked, replicated it on your next piece to see if you were right. Conversely, if you think something specific caused the content’s failure, make that change and see what happens.

Again, there’s no silver bullet to content creation. It’s a never-ending wheel of content ideation, creation, and publication with each piece (hopefully!) performing better than the last.

If you have questions about content marketing, don’t hesitate to call content professionals for help.

At Network Affiliates, we offer a range of content services that’ll work for your audience and budget while supporting a comprehensive media strategy.

Call us today at 888-461-1016, or let us know you’re interested online and we’ll get in touch with you!

Snapchat and Instagram are two visual social media platforms with big user bases.

Between 150 and 166 million people use Snapchat every day, while Instagram pulls in numbers north of 500 million.

With so many users, should law firms be marketing on Snapchat and Instagram?

We’re diving into these platforms and explaining how they work, what they do, who uses them, and if they’re worth your firm’s time and money.  Continue reading “Are These Social Networks Worth Your Time?”

Foresight is a real thing, and it comes from insight. The more insight you have into a market, the more foresight you acquire into that market’s future.

Law firms that spend a lot of money on marketing want to make sure every dollar counts. After all, as lawyers, you’re not in the marketing game because you’re passionate about marketing—you’re investing because it helps you reach more people and increases your bottom line.

So, which digital marketing efforts will get you the biggest bang for your buck in 2018? We’ve made our predictions below.

1. Digital Marketing Isn’t Just Important, It’s Essential in 2018

For years, marketing agencies like ours faced an uphill battle in one area: convincing the analog world that digital marketing matters. This is true in the legal field, where decision makers are often accustomed to pre-internet traditions.

But the march of time has been on our side. Experts like Jonathan Gabay, one of the world’s leading voices in brand psychology, predicts that 2018 will be the year the old holdouts will give in: digital marketing is effective, and there’s simply too much proof for any firm or company to ignore it anymore. 

2. Bigger Budgets for Digital Marketing

Marketers across the U.S. plan to increase their digital marketing budget in 2018. That means more money allocated for:

• Content writing
• Search engine marketing & optimization (SEM and SEO)
• Pay-per-click advertising
• Social media marketing
• Web design

Digital marketing budgets have consistently increased year-over-year, and marketing agencies are already confirming that 2018 will be no exception.

3. TV (Still) Reigns Supreme

Important as digital marketing may be, TV advertising will remain the single most powerful and effective means of reaching a potential client or customer base in 2018.

In fact, according to the Nielsen total audience report of Q117, time spent watching TV continues to lead all major media. Americans now consume more than four hours of television every day. Critics and market analysts alike regard the current era as a new “golden age of television.”

In contrast to last decade’s rumblings of an impending decline in TV advertising, the opposite has proven to be true: marketers are getting more out of their TV ads.

4. Creativity Distinguishes Successful Attorney Advertising

As one of the leading attorney TV advertising agencies, Network Affiliates has been pushing law firms toward creative, authentic, and outside-the-box television messaging for years.

No one wants to see a lawyer read a cue card into a cheap digital camera in front of their firm’s biggest bookshelf. It’s a waste of time and money and hurts your brand.

Instead, your firm should focus on film-quality law firm ads with a unique message and a creative spin. New data backs this up. A recent study shows that 75 percent of a TV ad’s impact is determined by how creative it is.

There is a right way and a wrong way to advertise your law firm on television. The difference is defined by dollars earned, not necessarily dollars spent. TV advertising doesn’t have to be expensive to be effective—but it does have to be creative.

5. Siri and Alexa Are Changing Search

Far from novelties or toys, new devices like Siri and Alexa have become access points for your clients. People use voice technology to run Google searches or find local contact information. (“Alexa, find me a personal injury lawyer nearby…”)

Here are a few voice-relevant guidelines to keep in mind:

• Content must be written with readers and listeners in mind
• Traditional organic search is still important, but so are other disciplines like local search.

6. Content Must Beat the Competition

As more law firms incorporate digital into their marketing efforts, and as the legal industry increases its spending on TV and digital marketing, you’ll need better content on both fronts to stand out. That means:

• More creative TV messaging than your competitors
• A voice that defines your firm’s brand as something identifiably different than your biggest competitors’
• Better writing — more authoritative, more knowledgeable, more authentic, and more reader-friendly

7. #FakeNews Will Be a Challenge

“Fake News” wasn’t in the vernacular two years ago, but it’s an everyday term now — and is quickly becoming an everyday challenge.

Even as web users are hungry for content, they’ve become deeply skeptical of the content they find online. If they don’t already know your brand, you’ll have to convince them your content is credible, authentic, and reliable.

Hard sales pitches will have a negative impact on your content. Instead, create content that’s helpful, knowledgeable, skillfully crafted, and trustworthy.

8. Google Will Pop the Pop-Up Bubble

Google has already cracked down on intrusive pop-ups. (We explained this game changer in great detail last year.) We expect this trend to continue in 2018, putting pop-ups to an end — or at least the worst kinds of pop-ups.

This is important because a lot of law firms still use pop-ups on their websites. Once upon a time, doing so was even considered a “best practice.” Not anymore.

Here’s the catch: social messaging is projected to become more important in 2018. And while most law firms aren’t actively engaging clients on, say, WhatsApp or Facebook Messenger, many do use pop-up chat features to make real-time contact with incoming leads.

This is important because web users, especially Millennials, value social messaging. It appeals to two of their top desires: authenticity (they can tell if you’re real by talking to you) and immediate gratification (instant messaging is just that… instant).

Fortunately, there are ways for your law firm to integrate pop-up chat and stay in Google’s good graces. Make sure you’re using those features the right way.

9. Don’t Forget Distribution and Social Media

In the crowded legal space, you can’t simply create a lot of great content and hope people find it.

You need multiple mechanisms for distributing your content, and that concept will become even more important as more law firms begin to compete digitally.

We are particularly interested in the way social media is changing the way we used to think about social sharing and distribution. For a long time, social media was a great way to:

(A) engage directly with your client base and community, and
(B) share links to your website’s content.

But increasingly, social media is emerging as a publication platform all its own. Twitter just doubled its character limit, for instance, meaning you can now tweet whole paragraphs at a time. That’s content, and it should be treated like content marketing.

At the same time, the lines between a platform like YouTube and a platform like Snapchat are blurring. Brands are producing original video content for Snapchat — something they’ve already been doing for YouTube.

As a general principle, it is wise to create multiple kinds of content across multiple channels. Social media publishing and distribution will likely make it easier to do that in the coming year.

10. Addressable TV Ads Will Be All the Buzz

On the TV side of things, we expect addressable TV ad spending to account for a bigger part of a media buying strategy.

Addressable advertising means you only show your ad to the relevant part of an audience. For example, if a million people are watching a show on Hulu, but you only need to address the ones in your state, it’s increasingly possible to target those viewers directly.

Consider, for example, that industry-wide, Spectrum (one of the biggest forces in TV broadcasting) projects a 141 percent growth in U.S. addressable TV ad spend from $1.26 billion in 2017 to $3.04 billion by 2019.

11. Your Design Needs an Upgrade

Visual aesthetics are crucial to building an authentic and identifiable brand. Part of your brand’s message needs to be that you’re current and progressive—millennials are especially aware of this as they browse the web.

Web design sends an immediate message to the public as to whether your firm is living in the past or in 2018. No one wants to hire a lawyer who can’t handle new technologies or understand emerging trends.

We know, of course, that you can handle new technologies and trends… but does your web design agree?

Remember: design trends change every year. Is your look due for a refresh?

Money matters in 2018, and with our help, you can spend every marketing dollar with intention, backed by a team of legal marketing experts who specialize in digital & television marketing for attorneys.

It’s the beginning of a new year—are you ready to turn these predictions into action?

Call Network Affiliates at 877-709-0633; or, contact us online and we’ll get in touch with you.

2016 was a bad year for drivers in the United States… the deadliest in nearly a decade.

That news came as something of a surprise when numbers were released earlier this year. After all, for some time now, the expert consensus has been that the roads are getting safer.

Advances in safety technology, urban living trends, increased carpooling, tougher laws on careless driving in some jurisdictions, the advent of self-driving cars — all these things were supposed to drive down the number of collisions and fatalities. And perhaps in the long term, they will. (Indeed, that’s one of the reasons PI lawyers need to think about adapting to a new landscape for long-term survival.)

But technology can be slow to catch the majority. Most people still aren’t driving cars with advanced safety features. Self-driving cars aren’t a practical reality. And while laws can punish negligence, they can’t prevent it… human nature is immutable.

Of course, the biggest factor contributing to motorist deaths in 2016 is one we didn’t see coming ten or twenty years ago: the use of cell phones behind the wheel.

Distracted Driving is the biggest and scariest threat on the roads today. It’s enough to unnerve anyone with a loved one who drives. Its death toll is staggering, and there’s no real indication of hope on the horizon where driver behavior is concerned.

With that in mind, what can we expect from the 2017 traffic accident statistics? Are we in for another tragic uptick in fatalities? And if so, what might that mean for your firm?

We’ll see some of these answers for certain in a few months. The 2016 stats were published in February, so we expect this year’s stats will be released around the same time.

For now, we look at the current trends on the roadway and how they might inform your legal marketing efforts as personal injury attorneys.

What the 2016 Stats Showed

The New York Times pointedly summed up the situation in their February report:

Over the last decade, new cars have gotten electronic stability control systems to prevent skids, rearview cameras to prevent fender benders and more airbags to protect occupants in collisions. Hundreds of millions of dollars have been spent on campaigns to remind the public of the dangers of drunken driving, failing to buckle up and texting while on the go.

Despite all that, more Americans are dying on roads and highways than in years past, and the sudden and sharp increase has alarmed safety advocates.

According to the National Safety Council (NSC), 40,200 people died in U.S. car accidents during 2016.

That’s a 6 percent rise over 2015. In turn, 2015 had seen a 7 percent  rise over 2014. In other words, we now have two years of consecutive, significant increases in fatalities on the record — a total rise of 13 percent over two years, the largest in more than half a century.

In fact, 2016 marked the first time since 2007 that more than 40,000 people lost their lives in traffic accidents within a single year.

In accounting for the discomforting new numbers, the Times and the NSC point to several factors:

• An improving economy, which has more people spending more time on the roads
• Distracted driving (where the primary distraction is the smartphone)
• A downturn in actual enforcement of seat belt, speeding, and DUI laws
• Budget cuts in highway patrol departments

“It’s still the same things that are killing drivers,” Jonathan Adkins, executive director of the Governors Highway Safety Association, told the Times, “…belts, booze and speed.”

Your Clients Need to Know

In terms of your digital content, one of the best community services you can provide your current and future clients is informing them about current traffic fatality trends and providing meaningful, worthwhile perspective on the situation.

The benefits of blogging about traffic accidents, statistics, and trends are myriad:

• Generating top-of-mind awareness for your firm
• Creating a forum for you to demonstrate your authority on the subject matter, building trust among your readership
• Creating high-quality content for search engines to crawl, thus boosting your SEO and making your firm easier to find online
• Connects you with your community (when blogging about local stories or news)
• Empowers your clients to keep themselves and their families safe by becoming aware of the current dangers

Talk to Our Experts About Your Digital Content Marketing

The 2017 traffic accident statistics are just a few months away. If they’re relevant to your practice areas, your firm would be wise to cover them on your website, in your social media, and across other digital platforms. Traffic stats are just one of many hot topics you can blog about to build your brand and increase client awareness.

We can help. The legal marketing experts at Network Affiliates have more than 35 years of experience in using television and digital platforms to help law firms grow.

Want more ideas for creating content that will connect you with future clients? Give us a call at 877.709.0633 or simply contact us online. We’d love to chat.

You simply cannot create demand for your legal services. And, on the flip side, because of ethics rules in most states, you can’t directly solicit clients even where demand already exists.

The demand is out there, though. Plenty of people in your area need legal representation and advice. But for the most part, they have to be the ones to find you.

The process by which they (A) come into need for legal representation, (B) search for such representation, and (C) hire a lawyer is what we call The Client Journey.

If you want to be a part of that journey, then your firm needs to be visible at every step along the way. After all, people want to find a good lawyer, but they’ll only invest so much effort in the hunt.

The law firms they see during commercial breaks on the day they’re injured, or on the billboard overlooking their accident, or on the very first page of Google results — those are the firms they’re most likely to consider and hire.

In other words, you need to be where your prospective clients are — at each stage and step along the way. So where are they? The Client Journey is your map, and it should guide your attorney advertising strategy.

The Client Journey is evolving all the time. Today’s journey looks different than it did ten years ago. Technology forges new paths for accident victims and other prospective clients.

 

http://digourideas.wistia.com/medias/ngl9u2n94x?embedType=async&videoWidth=640

Below, we walk through The Client Journey as it looks today, and we consider what it means for the law firm looking to compete in a crowded legal advertising space.

Before They’re Ever Injured – Top of the Funnel

Consider a hypothetical in which 27-year-old Annie is severely injured on December 1^st by someone texting while driving in your town, where she’s grown up. Annie has never needed a lawyer before, nor has she ever given them much thought. But she’s been hearing the names of local law firms her whole life.

She’s caught their ads on TV, heard them on the radio, and seen their logo on banners at community events (as recently as November!). Now that she needs a lawyer, those handful of firms are the first ones that spring to mind. Next, she’ll head to the internet to search for them and give one a call.

Annie’s story perfectly illustrates the first step of The Client Journey: life before injury. Even there, before she becomes an accident victim or a prospective client, you need to speak to her (and people like her).

In the advertising world, this is what we call the top of mind awareness. It’s broad familiarity of your brand across multiple platforms and throughout the community.

Top-of-funnel touchpoints include:

• Law firm television commercials
• Digital marketing
• Radio spots
• Billboards
• Outdoor signage in visible areas
• Event sponsorships
• Community involvement
• Coverage in local news
• Publishing blogs and/or editorials on topics of local interest

The goal is to create content that engages people at whichever step of their journey they happen to be on. Here, at the first step, the best content will engage even those who aren’t yet injured and don’t currently need a lawyer.

The Next Step: “I Need a Lawyer, But Which One?” – Middle of the Funnel

This is the middle of the funnel, or the evaluation phase. You have two goals here. First, you need to be among the law firms selected for evaluation. Second, you need to survive the process of elimination.

A well-timed television ad remains the single most powerful and effective way to grab a prospective client’s attention. The modern trend is for an accident victim to see an impressive law firm TV commercial shortly after their accident, to then search for the law firm online, and finally to make contact if they like what they find online.

Of course, many people will simply run a Google search for attorneys in their area, using a variety of potential keywords, which is why you have to be easy to find online.

The overwhelming majority of search users will never click past Page One, so you are automatically out of the evaluation phase unless your digital marketing and SEO strategy is firing on all cylinders.

Sealing the Deal

Having evaluated a handful of law firms, the prospective client now moves to the bottom of the funnel, which you might think of as the moment of truth.

Here’s where they make contact with your firm. That can happen in any number of ways:

• Calling your office
• Coming by your office in person
• Sending you an email
• Using the contact form on your website
• Chatting with a representative of your firm using your site’s online chat box
• Sending you a text message (if you have a “text to contact” feature on your site, which you should)
• Very rarely, by sending a letter in the mail

Perhaps surprisingly, given digital trends, studies show that most clients ultimately make a phone call before hiring a lawyer. That call may come after other kinds of contact (chat, email, text, etc.), but it’s extremely important that your firm be prepared to covert the client over the phone.

We’ve written extensively about the many ways law firms struggle with client intake and conversion. Don’t neglect this step. It’s a crucial part of The Client Journey, and if the client feels inadequately nurtured — because they were put on hold for too long, didn’t get a call back, didn’t have their questions answered, were treated rudely, didn’t feel like the firm really cared, etc. — they will go back to their evaluation phase and contact one of your competitors instead.

Tip: even if the case isn’t right for your firm, you can still capitalize on contacts at the bottom of the funnel by referring them to other firms.

Let Us Help You Make The Client Journey Work for You

Strategic marketing at each step of The Client Journey is a practical and effective way of competing against the other law firms in your area. The most successful firms engage the public at every stage.

Network Affiliates can help you do the same. We are a team of legal marketing experts with more than 35 years of experience in this field. We specialize in cost-effective marketing for attorneys, from television to digital and beyond. To learn more, call 877.709.0633 or contact us online.

 

Plugging into your community and giving back can yield real, demonstrable business growth — the kind that puts you ahead of your competitors. And it’s something you can do without huge monetary investments.

In fact, it is the honest conviction with which you take part and give back — not how many dollars you donate — that makes the difference here.

Today, we look at how a humanized brand cuts through the law firm mold and speaks directly to the potential client trying to choose between your firm and another.

Lawyers Have an Image Problem. Community Involvement Can Fix That.

Nobody loves a lawyer until they need one. You’ve heard that before.

The stigma isn’t your fault. You inherited it from generations long ago. Nevertheless, people expect you to counter it. In other words, to overcome inherent skepticism and distrust among your prospective clients, you need to proactively demonstrate that you and your firm aren’t like “all the rest.”

Getting involved in your community is one of the best ways you can do that. But here’s the thing: your community engagement must be authentic.

The goal is for people to see that your community activity comes from the heart. The best way for them to see that? Do things that actually come from your heart!

Talk with the partners and leaders in your firm and ask yourselves: what does our local community really need, what matters to us, what’s an area we would really feel passionate about being a part of?

This Matters a Lot to Millennials

Millennials show a strong preference for companies and service providers that model Community Social Responsibility (CSR). CSR refers to all the ways your business participates in initiatives that benefit society.

They aren’t just paying lip service to the idea, either. Studies show that Millennials put their money where their mouths are, supporting businesses that seem to have a conscience and a heart.

As we illustrated last month, Millennials are becoming the single most powerful part of the population. Their preferences matter a lot, and they prefer businesses that truly seem to care.

Additional Benefits of CSR

Making your law firm a responsible and active steward of its community has other benefits too, including:

• Setting you apart from other firms (the legal services market has been one of the slowest to adopt CSR, so you have an opportunity to stand out!)
• Top-of-mind awareness for your lawyers
• Many employees (especially Millennials and those with many employment options) prefer to work for firms that take care of their community
• Tax write-offs
• Each time you get involved with another organization, they’re likely to link to your website on theirs (this is great for SEO)
• Picking up mentions in local news (or even national headlines)
• A greater sense of purpose and satisfaction for the attorneys working in the firm
• Lawyers often struggle with what to tweet about, but community activity is great fodder for social media!
• When you work with outside organizations, those people are more likely to refer others to your firm

How Your Law Firm Can Implement Corporate Social Responsibility

There are many ways to integrate your law firm within your community and model authenticity. A few ideas might include:

• Volunteering with local organizations
• Weighing in on issues of local importance in editorials
• Providing pro bono services for people in need
• Emphasizing work-life balance in your employment policies
• Making charitable donations (but don’t think that writing a few checks every year will impress anyone on its own!)
• Blogging about your activities and writing from the heart about why they matter to you
• Simply being present at community functions

Often, the best ideas for community involvement will spring organically from the people and problems in your city, county, or state. Take the time to schedule a meeting with your staff and brainstorm creative ways to get involved.

In all these things, remember that authenticity is key.

Let Network Affiliates Help You Humanize Your Law Firm’s Brand

A lot of this is human nature. People naturally respond to honesty, compassion, and commitment. The more your firm looks and behaves like a caring person rather than a profit-driven organization, the more the public will be naturally drawn to your brand.

Network Affiliates is a team of legal marketing experts with more than 35 years of expertise in law firm branding. Let us help you humanize your brand in a way that pays off. To learn more, call 877.709.0633 or simply contact us online.

Doing something is better than doing nothing. But doing the right thing is even better.

In our 35+ years as a legal advertising agency, we’ve seen many law firms miss opportunities that could bring in more leads, better cases and a lot of money.

Among those who do manage to make an effort, if the wrong strategy is fueling the execution, results can be underwhelming.

Today, we look at four common legal marketing mistakes. Take a good look – are any of them happening at your firm? Continue reading “Knowing What Not To Do Can Boost Your ROI”

It’s the fear of every mom-and-pop shop, small business, and boutique law firm: a major player with national name recognition enters your area and begins offering exactly the same thing your business does, investing more money and resources in advertising than you could ever dream of.

Sound familiar?

In fact, earlier this year, we identified national power players entering your market as one of the biggest challenges in the legal advertising space in 2017 and beyond.

Multistate practice is a hot trend in the Big Law world, and these firms are able to pour much more into advertising than their local competitors.

The internet has become something of a national power player itself, too. From LegalZoom to new services like Dentons’ Nextlaw Global Referral Network, it’s becoming more challenging to stake your claim as “the local lawyer.”

So what do you do if a national power player enters your market and you can’t match their marketing budget? For some of you, that’s a terrifying hypothetical. For others, it’s already reality. But either way, it’s important to realize that not all hope is lost.

In fact, there’s a lot you can to do to effectively market yourself regardless of how big the competition’s budgets are, and it all comes down to messaging and strategy. Below, we present the first prongs in a strategic playbook.

Big Bucks vs. Brain Power: How to Play It Smart When Your Competitor Has Cash to Burn

When you can’t outspend, outsmart!

Big national law firms aren’t inherently better, smarter, or more marketing-minded than yours. In fact, in today’s age, when affordable media production is more accessible than ever, you have the power to craft creative messages that will outshine theirs.

Remember: the average personal injury client doesn’t know the first thing about the world of law schools and law firms.

They don’t know which law firms are big or small, new or old, good or bad, or whose J.D. is the most impressive. Nor do they really care. That isn’t their language.

Their language looks more like this: “I’m hurt. I’ve been wronged. My financial situation is a mess. This isn’t right. I can’t afford a lawyer. What am I supposed to do?”

The specifics of their language will depend on which practice area they fall within, but the point is this: the only effective legal advertisements are the ones that directly speak to the client’s needs and concerns. You need to speak to those issues in a way that stands out.

That’s where creative, outside-the-box ads come in.

You don’t need an enormous budget to make a law firm commercial campaign that stands out from the crowd. You need creative vision and a distinctive message.

The most effective, appealing campaign is the one people will respond to, regardless of whether the firm behind it is a small-town boutique firm or a national player.

 

Knowledge (Read: Data) Is Power

There’s no substitute for an in-depth understanding of your market. Fortunately, that’s information you can actually get your hands on.

By referring to a market analysis or media audit for your area, you can identify key areas of opportunity in your market.

Are there dayparts with ideal audiences that your competitors haven’t tapped yet, for example? A practice area no one’s targeting? A rival’s campaign that doesn’t seem to be working?

The more intel you have, the better equipped you are to make strategic, data-driven decisions that can deliver results.

Incidentally, we’re going to take a closer look at market analyses and media audits later this month, so be sure to check back for a deeper dive into how these resources can make a difference for your firm.

Let Us Help You Make Better, Smarter Law Firm Television Commercial Campaigns

If a national firm has dipped its imposing toe in your local market, now is the time to prepare your plan of attack. Don’t sit idle.

With creative advertising that gets to the core of what clients really need, you can run highly effective ads on a targeted budget and remain competitive.

Those are exactly the kinds of ads we help to make. Network Affiliates is a team of legal marketing professionals, and we’ve been creating innovative law firm commercial campaigns since day one (literally — ours were among the very first when the U.S. Supreme Court first allowed them!). We know what works and what doesn’t, and we can put that insight to work for you.

To learn more, call 877.709.0633 or simply fill out our easy online contact form today.

The Best Endorsements Come from Those You Have Helped – Your Clients!

A common mistake we see across the legal marketing industry is lawyers who often times highlight the wrong things – degrees, years in practice, millions recovered for clients, etc.

Yes, all of those things are impressive, and there’s definitely a place for them on your website. But if they’re at the core of your messaging and television marketing campaigns, you may be missing the mark.

Why? Because prospective clients primarily care about what you can do for them. And while your accolades and awards may speak to that, they tend to say more about you than what you do for others.

Your law firm’s messaging needs to resonate with victims, with those in pain, fear and in need of your help.

Authentic client testimonials can do as much for your messaging as any powerfully written marketing copy. They also have the added benefit of allowing your prospective clients to see themselves and hear from people you’ve actually helped.

After all, they engage with your creative content (TV, web, outdoor, etc.) and then decide if you are the person who can help them. What better way to answer that question than with real stories told by real people in situations similar to theirs?

The Power of Life Stories

Since the dawn of human communication, storytelling has served as mankind’s tool of choice for making sense of the world around them. Many communications theorists believe there might be something hard-wired in humanity that makes us responsive to story. That would certainly explain the power of literature, song, and film in culture. Even many sacred religious texts impart their lessons by way of narrative device.

Client testimonials are stories. And, they absolutely can strike a similar chord.

That’s because a client testimonial, when done in a tasteful and respective manner, belongs to perhaps the most powerful literary genre: the story of a life changed.

Whether your clients are drivers suffering from catastrophic trucking injuries, parents caring for negligently injured children, patients facing the horrors of medical malpractice (a fear every patient can connect with on some level), or young people who made a mistake and are being excessively charged by aggressive prosecutors, you – the lawyer – are ultimately a character in a story that people find compelling.

Accidents, injuries, and bad decisions change lives. Skilled attorneys come in and fight to change them back for the better.

Victims looking for a hero can find one in your client testimonials.

Avoiding “Testi-Phony-ials”: What We Mean by “Authentic”

Notice that our headline refers to authentic testimonials. In other words, testimonials that are not:

• Heavily scripted
• Read off a teleprompter
• Excessively polished
• Performed by an actor
• Inclusive of slogans and “marketing speak”
• Low-budget or gimmicky

We’ve all seen them. There are plenty of law firm commercials on the air each and every day featuring interviews with “clients” who do not come across as authentic because of aforementioned reasons.

The irony is that many of these testimonials cost more money to produce – yet deliver lesser outcomes. Why pay for an actor or a low-budget melodrama when raw, candid comments from actual clients would yield better results?

Real people connect to real people. So your testimonials should come from real people. Period.

Without compromising confidentiality or violating ethics rules, of course, you want to provide enough detail for the reader or viewer to tap into the emotion of this success story.

The client’s story should always focus on their experience, from beginning to end, and how their life was forever changed by this experience.

 

Honor Your Clients

As a lawyer, you do many things for your clients. You protect their rights against violation. You help them get justice. You help them get ahead.

But there’s also an emotional facet to what you do for them. You give a voice to the voiceless.

In the face of injustice from an insurance company, a major employer, or even the government, what else can “the little guy” do but rely on a lawyer for help.

In that sense, attorneys are a kind of empowerment. Authentic testimonials are a great way of educating people about that.

Honor your clients and what your firm represents. Let them tell others what you did for them. No other message can command such power.

Good or Bad? How to Tell the Difference…

How to distinguish an effective law firm testimonial from a dramatization? Watch them side by side! Check out our reel of the good, the bad, and ugly below:

Talk to Our Legal Marketing Experts About How to Get Better Testimonials

Getting great client testimonials might seem like an easy exercise, but it’s something many law firms struggle with. We can help. Network Affiliates is a team of legal marketing professionals who specialize in creative, out-of-the-box branding and messaging that produces actual, measurable results for your law firm’s bottom line.

Reach out and learn more about how we can help you. Call 877.709.0633 or simply fill out our easy online contact form today.