Four Tips on How to Add Texting to Your Marketing Mix in 2017

Americans spend 87 hours a month on their smartphones, and texting is by far the most-used function.  This stat should make every marketer’s ears perk up – including lawyers.

Although text message marketing hasn’t quite hit the mainstream in the legal industry, some experts are declaring it the next big thing. Being able to reach prospects and clients anytime, anywhere through their mobile devices is a huge opportunity for attorneys in many practice areas.

For lawyers who are working with limited marketing options, SMS could open a world of possibilities. If your firm is considering text message marketing, here are four reasons why you should take the plunge.

  1. It’s personal. Most people carry their phones with them everywhere, even sleeping next to them at night. Not only is it easier to reach people through their mobile devices, it also feels more intimate. Texting creates familiarity and trust with clients, and it opens a new channel of communication that lets them know you’re available when they need you.
  2. Bar associations are giving it the go-ahead. Lawyers are (rightfully) cautious about the ethical concerns that texting raises. But the Florida Bar recently decided that SMS is acceptable because it’s comparable to email and acknowledged that texting could be useful for people accused of crimes. Their decision points to a growing acceptance of the trend. Of course, it’s important to understand your state bar’s guidelines before you embark on a text message marketing campaign.
  3. It will help modernize the industry. Let’s face it: law firms tend to be a few steps behind other industries when it comes to technology and marketing. Most lawyers aren’t known for being risk-takers, either. Texting, on the other hand, is widely accepted, easy to use and relatively inexpensive. It isn’t a huge leap for most attorneys, and it’s a simple way for them to modernize their practice.
  4. It can be adapted to work for anyone. Although using SMS to market to leads may not be suitable for all practice areas, almost every attorney will find text messaging useful to schedule meetings and exchange nonconfidential information quickly and easily with clients. Texting is a part of daily life for virtually everyone with a phone, regardless of age, income or location. It’s how most of your clients are communicating anyway, so why not meet them where they are?

Stage Presence

While growing up, how many times did our mothers tell us to “Sit up straight” or “Don’t slouch”? Probably hundreds! And while it undoubtedly annoyed us at the time, it’s actually great business advice…especially when participating on a conference panel or making a speech or presenting your firm’s abilities to prospective new clients.

You’ve probably heard the axiom “act as if.” It’s equally important to “look as if.” Your posture, your mannerisms, the neatness of your attire, and the interest you show in what you’re talking about all play a major role in establishing your credibility in front of your audience.

Many people don’t like public speaking, but for service professionals it’s an important part of your business development activities. So the next time you’re asked to speak publicly, don’t shy away; just remember all the good advice your mother gave you and you’ll do a great job!

Best-in-Breed Website Bios

You have about eight seconds and 150 characters for your prospects to decide if they are going to continue reading your attorney biography or click to another page. In an engaging LMA conference presentation, Anne Heathcock and Mary Trice of Winston & Strawn reported on what works now in biographies.

 Your Photo

Make your photo shine so that it immediately engages the viewer. It should be relatively large and not just your standard head shot. You want your photo to show personality and warmth, i.e., trustworthiness, and to convey that you’re someone the prospect wants to work with. The fact that so many lawyer headshots are still point ‘n shoot gives you the opportunity to strongly differentiate yourself.


Your bio needs to be a fast read. This is so the reader can get a quick snapshot of who you are and your area of expertise, and then determine what else they’d like to learn about you and your firm. That doesn’t mean short; it just means use headings to break the copy into sections so that it is scan-able.

 Extended Profile

A quick read gives people a sense of who you are and what your firm is about. When prospects want to learn more, you can have them click to an expanded version. Remember not to repeat anything people have already read in the quick-read version; don’t waste those precious 150 characters and don’t waste their time. And no more “Mr. Smith” or “Smith.” Today, we’re on a first-name basis.

 The Story

You want to keep in mind that people are not necessarily going to come to your website through the home page, especially when they are doing a search on a particular lawyer or a particular area. They’re going to come in directly to your bio. So to some degree, your bio has to tell your firm’s story as well as your story.

Print Version

Think in terms of how your bio will look when it’s printed out. Prospects often print out several bios and compare them side by side. They may be comparing education, areas of expertise, experience, etc. You don’t want to lose the beauty contest because of poor readability and graphics.


Visuals are one way to make your bio stand up well against your competition. Whether headlines, graphics, icons or even colors, think about how and where you can incorporate visuals; for example, add school logos to your education section. They’ll make your bio (and website) more interesting, easier to scan and easier to communicate your information.


Twitter Tips for Attorneys (Yes, You Should Be Using Twitter)

There’s often the misconception that social media is only for millennials or hotshot corporate lawyers, but regardless of your age, practice or ranking, social media such as Twitter is a useful tool that should be harnessed. You’d be surprised by how you can benefit as a lawyer from typing 140 characters and sending it off into the “Twitterverse.”

Twitter is a great way to disseminate information, demonstrate expertise and build relationships with lawyers and existing or potential clients who are active on social media. Regardless of your practice, your potential and existing clients are most likely looking into your social media presence, and it is important to show that you’re up-to-date on the most recent laws and regulations and showing an active interest by engaging in conversations about hot topics and trends in your industry. Twitter is also a great way to make connections with other lawyers: A few tweets back and forth, and before you know it, you’re at the same networking event or grabbing lunch and you’ve secured a referral source.

Keep in mind that social media isn’t necessarily intuitive, and there’s certainly an ineffective way to approach Twitter. So, we’ve compiled some tips for using Twitter below, including a few from attorney and co-author of “Social Media for Lawyers: The Next Frontier,” Nicole Black.

Here are some tips for using Twitter:

  • Take it slow – Don’t jump in and start tweeting 20x a day. Lie low for a while, start following people and learn the customs of other users.
  • A tweet is a 140-character message/statement sent out into the Twitter universe, often called the “Twitterverse.”
  • You can share photos, videos, articles, or just make a statement.
  • You can start a conversation by replying to another user’s tweet, or you can simply share a tweet by retweeting.
  • Your profile consists of all of your tweets, replies/conversations and retweets.
  • Your news feed consists of all of the tweets and retweets of the users you follow.
  • Searching for hashtags like #SCOTUS can be a great way to either join or stay abreast of the conversation being held in the “Twitterverse,” and a great way to find people worth following.
  • Follow other attorneys, journalists and publications that write about the law and organizations you are or want to be involved in.
  • Follow ideas as well – search for specific areas of the law you’re interested in and you’ll be able to find great content and the people who share that content.
  • Provide news about your field, such as breaking news in cases, published decisions, your own successes at the firm, seminars/events you’re attending, etc., but try to avoid merely echoing content with a string of retweets.
  • Join conversations related to your field, but focus on the critical issues – remember you only have 140 characters in each tweet.
  • Download Twitter’s mobile app – You’ve finished reading the paper and there’s still 8 minutes left in your morning commute on the train; that’s plenty of time to check your news feed, share an interesting tweet and maybe even start a conversation.
  • Try the 50-30-10-10 formula: 50 percent sharing other people’s content, whether that’s retweeting or posting a link to other articles; 30 percent interaction with other Twitter users; 10 percent your own promotional content; and 10 percent your personal interests, which makes you more approachable and relatable.
  • And remember that anything you tweet is public and hard to erase, so be mindful of who your clients are and who will be viewing your posts.

Los Angeles’ New Media Reporters – PRSA Panel Recap

I recently attended the Public Relations Society of America’s (PRSA) Breakfast with Los Angeles’ New Media Reporters, including a panel of journalists from Buzzfeed, Time Out L.A., and Moms L.A. The discussion ranged from the best ways to get their attention to 2017 new media trends, pitch tips and pet peeves. Below are some takeaways from the discussion.

Humanize Your Pitch

The panelists estimated that about 30% of their stories come from pitches, and with journalists, bloggers and editors receiving anywhere from tens to hundreds of pitches every day, it’s your job to make your pitch stand out. It isn’t as simple as merely using a reporter’s or editor’s first name and the name of the publication you’re pitching, but it certainly helps.

Sending pitches individually sounds daunting, especially when your media list expands beyond 20 – 30 publications, but this approach might be worth exploring for a more targeted media list. The panelists all agreed that the best way to communicate is through a personal email, and if you can, reach out to the reporter or journalist and try to build a relationship before you ask them to cover a story. Here are some tips to make your pitch stand out:

  • Make sure you pitch the appropriate person within a publication—try to put those short notes in Gorkana and Meltwater to good use.
  • Score points by humanizing your email and directly appealing to what they do, topics they’ve covered and their ideology.
  • Look over their editorial calendar and reference it in your email, noting that your topic would be a perfect fit for a specific issue.
  • Use original photos as it saves the publication time and money they’d have to spend getting those photos, making your pitch lower-hanging fruit.
  • Most importantly, be mindful that the ever-so-tempting copy and paste tool is not always your friend. Save yourself the embarrassment of sending an email with a person’s name or publication in a different font, or worse, with the mother of all copy and paste mistakes, the subtle and often overlooked light-gray highlight.

Subject Lines

In the age of growing technology, it’s no surprise that a lot of business is conducted on the go, and while we as PR professionals craft catchy subject lines while sitting in front of our desktop or laptop, we often forget about the people who will be receiving our email on their mobile devices. The panelists pointed out a flaw in our witty 40+ character subject lines: most of it gets cut off on mobile devices. Use your space wisely, which means avoiding the use of “BREAKING:” and “NEW STORY:” etc.

Pet Peeves

Diligent follow-up is a crucial aspect of pitching to media, but you don’t want to be known by a journalist or editor for the wrong reason. Try to avoid these pet peeves the panelists mentioned, including:

  • Receiving unsolicited products and being expected to write a review – it’s an invasion of privacy and quite audacious.
  • Being pitched old news – unless you can add something new to the story, don’t pitch it.
  • Being pitched embargoed content – the journalist/editor didn’t agree to the embargo, so don’t screw yourself.
  • Receiving pitch emails that take too long to get to the point – journalists/editors just pass over these emails after the first few sentences.
  • Receiving calls from PR professionals on their personal cell phones.

2017 Trend(s)

Lastly, the panelists unanimously agreed that politics is the most prominent trend so far in 2017, and while publications like Time Out L.A. stay away from politics, the overwhelming trend has turned many non-political journalists into political journalists. For now, it appears that we will have plenty of opportunities to capitalize on topics related to the current political administration.

Dos and Don’ts to Create an Authentic Law Firm Twitter Account

Law firm Twitter accounts often suffer from one major issue: they’re downright stale. That’s not a knock on the people who manage the; making the law sound exciting on social media takes a lot of time and practice, because there’s a fine line between sounding professional and sounding boring. And while it’s important to have an air of professionalism on social media, it’s okay to let loose a little. Try some of these dos and don’ts, and let your firm’s personality shine through on social media.

Do leverage the voices of your key attorneys

Law firm Twitter accounts often seem dry and robotic because there’s no humanity behind them, but it doesn’t need to be that way. You have a team of attorneys, each with their own expertise, perspective and opinions. Perhaps a few of them even have their own personal social media following. Pull back the curtain and take advantage of attorneys’ thought leadership by announcing who’s tweeting in your bio, or have attorneys sign off with their initials when a tweet comes from them.

Don’t connect to other social media accounts

Sure, it’s fine to cross-promote. But don’t set up accounts so the same message is posted on every platform you have. This is ineffective (and to put it bluntly, annoying) for a few reasons. First, it discourages people from following you on different platforms. If they’re going to see the same message, why would they follow you in multiple places? Second, the regular, constant posting that works well on Twitter can be irritating on Facebook or LinkedIn.

Do use a unique hashtag

Hashtags are a great way to jump into an existing conversation or create a new one. That doesn’t mean just hashtagging your firm name, however. The trick is to create one that’s more general and based on a common topic or issue that people beyond your firm care about. Legal Marketing Review uses the example of a DUI lawyer using #nevertakeabreathalyzer. It works because it quickly explains what the attorney specializes in, and it’s universal enough that potential clients and other attorneys will want to use it as well.

Do be selective in who you follow

Don’t clog up your Twitter feed by blindly following everyone who follows you—some of those accounts are spammy. Don’t waste your time by following a lot of million-follower accounts that aren’t likely to notice or interact with you. And don’t go on a following spree so that your ratio of “followers” to “following” gets out of whack. Identify and follow people who care about your practice areas and are more likely to retweet and favorite your tweets.

Don’t tweet when you have nothing to say

There’s a common misconception that business accounts should tweet as often as possible, but the quality of content often suffers under this strategy. If you’re grasping for things to tweet about just because you feel like you have to share something, your followers will notice. They don’t care if you tweet exactly five times a day, but they do care whether you’re posting content they like to read. It’s a 21st century twist on what your mother used to tell you; if you don’t have anything interesting to say, don’t say anything at all.

Five Essential Tools to Get Your Content in Front of the Right Audience

Getting the right message across to the right people at the right time takes a certain amount of skill. And mastering that skill is particularly important if your firm has embraced content marketing. You can spend all the time and energy in the world producing amazing content, but if you never get that content in front of the right audience, it’s all gone to waste. So, how exactly do you get your content out there? The Buffer blog recently did a roundup of the best content distribution tools, and we’ve narrowed it down to our favorites. Below, find five easy-to-use tools to help you get the most out of your content.


Storify allows users to gather social media posts, blog entries, videos, articles and more onto one web page to create a cohesive story. This tool is particularly useful to recap events and conferences, or to gather a range of viewpoints on one topic. Use Storify to mix and match your content with other posts from around the web to extend its shelf life—then, you can easily save and share the link with your audience.

Sponsored social media posts

Boosted Facebook posts, promoted tweets and other sponsored social media posts are a simple, effective and generally inexpensive way to get more eyes on your content. The biggest benefit of advertising on social media is that you can make your audience very targeted and specific. You can take different demographics, interests, life stages and even political views into account when targeting your posts.


Maintaining a blog is hard work—don’t let that hard work go to waste by failing to promote it. WiseStamp is a customizable email signature that can include your contact information, links to your social media accounts and, critically, the link to your most recent blog post (or the content of your choice). With a link to your latest post in every email you send, your colleagues and clients can’t miss it.


Newsletters are a great marketing tool, but developing content for a monthly or quarterly newsletter is a huge time commitment. Goodbits helps solve that problem. The service allows you to send out a newsletter with a roundup of links from around the web; including your own, of course. You can make a great newsletter in half the time by reusing your own, already published content and supplementing it with other content from around the web.

OnePress Social Locker

One surefire way to get people to share your content? Don’t let them view it until they share it. OnePress Social Locker is a WordPress plugin that locks your content behind a popup, which requires the reader to share it on Facebook, Twitter or another platform before they can view the whole article or post, which is most certainly effective.

Law Firm Marketing Ideas: Five Social Media Improvements You Can Make Right Now


Social Media Content Ideas for Your Legal Practice

Managing social media accounts can be a full-time job, but many law firms don’t have the staff or time to keep their profiles up-to-date and engaging. Thinking up ideas for social media content seems simple if you’ve never managed a business account. But once you’re staring at a blank Facebook profile with no idea what to post, it quickly becomes apparent how time-consuming it can be.

Thankfully, on social media, doing something is better than doing nothing at all. The important thing is that you just start somewhere. You can always improve as you go; small changes can make a big difference and they add up over time. Even if you have only 15 minutes a day, here are five impactful things you can do to maximize your time and make your social media shine.

  1. Use more visuals.
    Using photos and videos will have a significant positive impact on your social media presence. And it doesn’t need to be anything fancy; cell phone photos and free images from a stock photo website are both fine options. As long as the visual is relevant, clear and nicely cropped, you don’t need to have professional-level photos. You will be sure to see an increase in engagement.
  2. Share more content (without reinventing the wheel).
    Posting regularly is a surefire way to show up more often in your followers’ feeds, but it can be difficult to come up with enough social media content to post multiple times a week or day. Luckily, not every post has to be original. When you’re at a loss for content, sharing industry news and results from major cases can help fill the gap. A quick blurb about your firm’s opinion on the news will make the post more engaging for followers.
  3. Share social media content on personal accounts.
    Social media is a great place for law firms to connect with clients, but ultimately, these platforms were built on the connections between family and friends. Take advantage of personal connections by sharing posts from your business page on your own account, and ask your fellow attorneys and clients to do the same. It helps humanize your firm and increases the reach of each post.
  4. Join industry-specific online communities.
    Platforms like LinkedIn and Twitter are great for sharing information about your firm, but out of the millions of people who use these websites, only a handful are potential clients. Reach more of your audience by joining industry- and client-specific communities, like Facebook groups and subreddits on Reddit. The goal is not to recruit clients right off the bat, but to introduce yourself, build relationships and keep tabs on trends and needs; clients will come organically.
  5. Interact with followers.
    You’re not using social media in a vacuum—there are humans on the other end of everything you post. Two-way communication is more engaging (and more enjoyable) for your followers than just being talked at. Take a few minutes each day to respond to comments, retweet potential clients and ‘like’ your followers’ posts. It’s a small task that can have a big impact on your social media presence.


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