The Dangers of Dinosaur Marketing

Longevity at a firm has many benefits, and one of them is that staying with one firm for multiple years or even decades makes it possible to build up a solid and reliable book  and network of business contacts. However, law firm partners with many years of experience under their belts run the risk of becoming set in their ways and ignoring innovation in favor of using the same marketing strategies and tactics they’ve always been comfortable with. And with the marketing landscape changing radically every day, those who rely on “dinosaur marketing” are getting left behind.

It may be true that in order to fill your Rolodex with new clients, all you had to do in the past was attend a few industry events each year and call up a select number of referral sources every so often. But nowadays, with an oversaturated market and a dizzying array of choices available to potential clients, it’s not only important but also completely necessary to be innovative and stay on the cutting edge of marketing. (And if you’re still using a Rolodex, it’s also probably time to make the jump to a digital contacts database.)

Though it’s tempting to give in to nostalgia and say, “Well, this is how I’ve always done it,” you’re doing yourself a disservice by dismissing modern marketing tools, such as social media advertising, search engine optimization, programmatic advertising, retargeting and more. You’re also putting yourself at a disadvantage to competitors who may be less talented than you, but who are doing a much better job at marketing outside of their comfort zone and getting their name out there.

It’s also tempting for those who have been in business for a long time to fall into the popular trend of looking down upon young professionals. Avoid this mistake. In addition to the fact that the stereotypes casting millennials as lazy, precious and entitled have been repeatedly debunked, allowing this type of ageism in your corporate culture means you risk underestimating your younger competition, who generally have few to no reservations about utilizing modern marketing tactics. You also risk driving away promising young talent to more millennial-friendly workplaces.

So, the next time your marketing agency or fresh-out-of-law-school associate proposes a strategy or technology that sounds completely ridiculous to you, take a step back and at least give it a chance. If you keep your head in the sand, you may be content with the status quo, but you’ll never know what opportunities you’re missing.

In short: don’t be a dinosaur marketer unless you’re okay with going extinct.

The Client Journey: 5 Stages of Choosing and Hiring a Law Firm

No matter what legal services they need, every client goes through the same five phases to choose and hire a law firm. It’s called the “client journey,” and according to Bigger Law Firm, it has to factor into your marketing strategy if you want to see serious results.

Clients have different mindsets and priorities in each phase of the journey, so it makes sense that your marketing has to change based on where they are. So what are the five stages of the client journey, and how can you reach clients every step of the way?

  1. Discovery
    The discovery phase is when clients are introduced to your firm for the very first time. At this point they may not need legal services, but perhaps they learn about you through advertising or know your firm because of its reputation. This is why branding is critical. When you have a strong reputation and a clear message, clients know about you before they ever need a lawyer. Then, when clients do need representation, you’ll be the first firm they think of. That’s a huge advantage over the competition.
  2. Consideration
    Once clients find themselves facing a legal matter, they start researching — and for almost everyone, that means Googling. Your website, social media accounts and profiles on Yelp and Avvo all need to be in tip-top shape to reach and impress clients who are in the consideration phase. Ideally, your website should show up on the first page of Google when clients search your practice area, and it should quickly give clients a snapshot of your firm while guiding them to contact you. Make sure your information is easy to find and your website is easy to navigate, or clients may choose another firm purely out of frustration.
  3. Decision
    Congrats — you’ve got a new client! But your work isn’t over yet. A newly converted client holds a wealth of information. You should ask every client how they heard about you, and chatty ones may be willing to tell you more about their research and the deciding factor that sealed the deal. Additionally, it’s equally important to know why people aren’t choosing you. You probably won’t get that info from a lost prospect, but you can use analytics to help pinpoint when and where clients are ruling you out. For example, are people visiting your website but leaving before they get to the contact page?
  4. Engagement
    All the effort you put into marketing will be for nothing if you don’t deliver. Providing clients with quality service is the most important part of the journey, and it goes beyond just representation and advice. Are your administrative staff friendly? Is your office inviting? Is it easy for clients to get in touch with you? Engaging clients and building genuine relationships with them ensures a smooth transition to the final leg of the journey.
  5. Loyalty
    Satisfied clients are worth their weight in gold, not only because they’ll return to your firm in the future, but because they’ll tell everyone they know about their positive experience. This is where the client journey comes full circle: testimonials from clients in the loyalty phase are incredibly powerful for clients in the discovery and consideration stages. Stay in touch with your best clients and ask them to write online reviews, speak in video testimonials and share your firm news on their social media accounts. Being mindful of clients at every step of their journey ensures they’ll reach the loyalty phase and help keep your client pipeline full.

Four Ways Real Estate Agents Can Tell Stories on Social Media

Humans love stories; it’s been scientifically proven time and time again. But what exactly makes us love them so much? One study found that when we read a powerful story, our brains can’t differentiate between what we’re reading and what’s actually happening. A happy story makes us feel as if the good experience is happening to us.

Marketers in every industry have caught onto this, but few industries are as well suited to storytelling as real estate. Buying property is extremely emotional, and a successful sale depends largely on the buyer’s ability to envision themselves living in their new home. Of course, the facts are important: potential buyers want to know how many bedrooms there are and how big the backyard is. But oftentimes, the deciding factor is whether the buyer can imagine their kids sleeping in the bedrooms or picture the parties they’ll host on the deck.

Social media in particular is a great way for agents to share stories about the properties they have and help potential clients picture themselves living in them. If you’re looking for fresh content for your social media pages, here are four quick ways to incorporate storytelling:

  1. Interview happy clients. Nothing is more reassuring to a potential buyer than past success, and satisfied clients are a great source of social media content. When a buyer is over-the-moon about their new property, ask if they’ll give you a testimonial and talk about their experience. Video is a great medium for interviews, but written content paired with a picture or two works as well.
  2. Adapt stories for every platform. A story can be repurposed and told anywhere, but the way you tell it is going to look different. A micro-story told in 140 characters on Twitter has to be translated into a photo or video for Instagram. Even though the format is different, the same storytelling principles apply: keep it simple, incorporate relatable characters and have a beginning, middle and end.
  3. Tell the story of the neighborhood. Share some local history, point out the neighborhood quirks and talk about the kinds of characters who live there. Ask locals why they like living in the area and share their responses. Go beyond telling the facts and help potential buyers picture themselves in the neighborhood.
  4. Share your own story. Give buyers your personal impression of the property and the neighborhood (and be honest). Be open about the history of your career as an agent and tell potential buyers how the property fits into your story—maybe it has the best kitchen you’ve ever seen, or the last buyers you worked with love the neighborhood. Clients trust agents who are transparent.

Is Your Law Firm Overlooking These Social Media Ethics Guidelines?

Social media is a great marketing tool, but just like every other form of advertising that law firms use, it comes with certain ethical guidelines. Breaching those standards can have serious consequences, too—a misguided Tweet or unclear Facebook post could, hypothetically, lead to a penalty or even disbarment. It’s a worst-case scenario, but it is possible.

However, even if the consequences of misuse can be severe, you shouldn’t be afraid of social media, as long as you’re familiar with the basic ethical guidelines. Here are a few you might not be aware of, rounded up by NewsBlaze:

Don’t call yourself a specialist if you’re not one
Many career-focused websites and social networks (like LinkedIn) prompt users to add their specialties to their profiles. That might be a simple task for professionals in other industries, but unless you actually have the proper certifications, you should avoid writing anything that might imply you’re a certified legal specialist when you’re not one. Take the information on your online profiles seriously and make sure that nothing can be misconstrued.

Sending a friend request could be considered solicitation
No matter how harmless your intentions may be, connecting with someone on Facebook or another social network when they need legal advice could be considered solicitation. If someone has expressed a need for an attorney, adding them on social media is off-limits, especially if you have no prior relationship with them. In general, it’s a good idea to only friend people you have genuine relationships with, and be judicious if current, former or potential clients try to add you online.

Your competitors might be watching
This isn’t exactly an ethical concern, but it is something important to keep in mind. Especially if you’re at a large firm, competitors might be watching you closely online, and they may have no problem reporting you for seemingly unethical online behavior. Sometimes, it has less to do with what you actually mean and more about how it appears to other people. Imagine how others will perceive what you post before you hit “enter”.

Your jurisdiction isn’t the only one you have to worry about
By nature, the internet isn’t confined to one place. Every time you post online, you’re communicating across jurisdictions, each one with different laws and ethical standards. Something that is acceptable in one area could be a serious offense in another, and that can impact you no matter where you’re posting from. When in doubt, be conservative about what you share on social media and you’ll limit your chances of violating any guidelines.

Legal Sales

Legal sales is an emerging field in law firms, and you couldn’t have hoped for a more experienced panel speaking about it at the recent LMA conference. The panel members were: David C. Burkhardt, Client Service Director at Wyrick Robbins; Sheila Ardalan Chief Operating Officer at Summit LA; Jonathan Mattson, Director of Business Development at Baker & Hostetler; and Catherine Zinn, Chief Client Officer at Orrick.

It’s a growing trend among large firms, and we’re now starting to see it among smaller firms as well. By legal sales, we mean a non-lawyer who is client-facing – someone who is going out and opening doors for the firm’s partners and other attorneys to bring in new business. Twenty percent of the Am Law 100 has at least one person in this capacity.

When it comes to having a salesperson, firms need to think about the role of sales versus marketing. It is generally agreed that marketing concerns itself with creating awareness; sales is about creating relationships.

Sometimes there’s a tension between marketing and sales because the salesperson has more visibility and you can draw a more direct correlation between bringing in business (or the salesperson opening the door to bring in business) than you can with marketing.

There’s this tension because marketing may feel that sales is getting all the glory.

This panel emphasized the fact that sales could not do their job without marketing and that the marketing engine always needs to be going in order for sales to be successful.

Sales can also be in competition with the partners in terms of generating new business. The salesperson needs to be somebody (and this gets into the terms of what makes a successful salesperson) who is resilient, willing to be in the shadows and willing to let the partners have the glory. They need to be energized by making other people successful.

It’s difficult to say what’s going to make a successful salesperson in a legal environment. Some have industry backgrounds, but that doesn’t necessarily make them successful salespeople. They not only have to be a good salesperson, they have to be someone who can create humor, who can lighten the situation and be resilient. And be someone who, when networking, poses “intentional” questions that draw people out, such as “What’s your role at your firm?” and “What brings you here today?

Effective legal salespeople also understand that research is the gateway to business development. Knowing as much as possible about prospects and clients prior to meeting with them can help direct sales conversations and is critical to bringing in new business and expanding current relationships.

In terms of compensation, there’s no fee-sharing in law firms, so the compensation is usually some sort of bonus program (typically 20%-30%) above salary.

Digital Strategy: You’re in it for the Long Run

Not everyone is an early adopter of the latest business trend, but if you’re still in the mindset of “Nobody’s going to look for my firm online” or “Do I really need a LinkedIn profile?” you’d better stand aside because the world is going to steamroll right over you.

To be competitive today, every firm needs to build a long-term, ever-evolving digital strategy – words of wisdom from Kalev Peekna, Chief Strategist at One North Interactive, at the recent LMA conference. Whether for your website, search engine optimization or social media, it’s vital that your digital strategy and related tactics are always on a continuum of improvement.

One of the main characteristics of a long-term digital strategy is endurance. Think about your website. Websites are evolutionary; they’re never finished. Peekna advised thinking of your digital marketing in “release” stages. For example, finishing the Herculean task of getting a new website up is Release 1.0, and you deserve kudos. However, take a deep breath and start on Release 2.0 – the incremental refinements that are going to tell your firm’s story today. Add new case studies and success stories, and consider what graphics you can add, etc., then on to Release 3.0. Also, accept the fact that the life cycle of a website is much shorter than before.

When it comes to your digital strategy, you need to think about the future.  People invest in the future, not in the past.  Embrace a long-term vision for an ongoing digital marketing strategy. You’ll see the benefits in your client relationships and in your firm’s bottom line.


5 Things to Leave Off Your Firm Homepage

Your website homepage is one of the most important marketing tools you have—and one of the most difficult to get right. It must explain your services to people who may have no clue what you do, and it should do it in way that’s concise and intriguing. It’s a tricky balance, and many firms have yet to find it.

To make your homepage the best it can be, learn from other firms’ mistakes and leave these five things off your homepage:

  1. Legalese. The average person won’t understand the legal terminology you use on a day-to-day basis. (That’s why they need a lawyer in the first place.) Don’t scare visitors off with complicated jargon. Use simple language, which humanizes your firm and builds trust. It also helps with SEO; for example, most people search for “car accident lawyer” rather than “personal injury attorney.”
  2. Law firm clichés. Your homepage should explain what makes you different—and therefore, why you should be hired. Saying you provide exceptional service, individual attention, or 150 years of combined experience may be true, but it doesn’t differentiate you from the hundreds of other firms that are saying the same thing. Your firm has something that sets it apart from competitors, so don’t rely on clichés to tell your firm’s story. Find a new way to convey your benefits.
  3. Details about everything you do. Your homepage is one place where basic is better. People’s attention spans are short, and when they visit your website for the first time, they don’t want to be confronted with an essay on the ins and outs of your copyright infringement case history. If they want more information, they’ll browse your website to find it or contact you. Your homepage should give just enough information to clearly convey what your firm is all about while enticing people to keep clicking.
  4. Over-the-top graphics. Videos are super engaging, and beautiful images can set your website apart from others. But avoid going crazy with slideshows, audio, and animation. The more stuff happening on your homepage, the more likely that visitors will miss the key message you want to get across. Much like your homepage copy, the images you use on your website should be simple and represent the essence of your firm.
  5. Outdated content. Your homepage is where you make your digital first impression, and nothing ruins a first impression more than old information, like a statistic from 15 years ago or a banner for an event that happened last month. Neglecting to update homepage information makes you look forgetful at best, lazy or even dishonest at worst. The easiest solution? Don’t put anything on your homepage that needs to be updated constantly. If you must put time-sensitive content on your homepage, make a note on your calendar to take it down when it becomes outdated.

Notes from the PRSA Western District Conference

This year’s Public Relations Society of America (PRSA) Western District Conference, held in Riverside, CA, covered a number of emerging issues in public relations. In case you missed it, here’s a recap of a couple of the panels.


These days, the professional services landscape is a buyer’s market – there are so many great options that people often fully research different agencies and make a decision before even reaching out to a company. With this glut of choices, differentiating your business is harder than ever.

In his session on successful differentiation, David Arvin, President of The Visibility Coach, discussed the importance of determining the practice area or service your company has that puts it ahead of the rest – the one thing that you do better than your competitors. It’s also important to determine what question or problem your brand is the answer to. Otherwise, it’s almost impossible for consumers to pick out one good option from all the other good options populating the market.

Influencer Marketing

In his keynote address, Jim Lin, SVP and Creative Director at Ketchum Digital, covered best practices for working with influencers and shared his perspective on how influencer marketing fits in with public relations and marketing as a whole.

An influencer is a person or group with the ability to influence the behavior or opinions or others, and who has a significant effect on a consumer’s purchasing decision. Influencer marketing is the act of incentivizing influencers to spread awareness of a product or service to their audiences, in the hopes that these audiences will be inspired to try the product themselves.

Though influencers may sound similar to journalists you’re hoping will write about your clients or company, don’t make the mistake of conflating them with the media. While it’s true that influencer marketing, like media exposure, contributes to the overall perception and visibility of a brand, influencers’ objectives are fundamentally different. Journalists report on stories because it’s their job to do so, whereas influencers need more incentive than just a story, as they are working to build their personal brands and names. This incentive usually comes in the form of free products/services, as well as additional payment.

Another common misstep companies can make when leveraging influencers is the failure to properly vet an influencer, and to take their audience claims at their word. Always take the time to research an influencer’s social media follower counts and engagement to ensure that they and their audience are the right fit for your brand.

Influencer Marketing – What It Is and Dos and Don’ts

Influencer marketing is a great way to reach a captive audience and leverage the trust that influencers instill in their followers. Wait…what? Influencer marketing? I digress. Influencer marketing is a buzzword in our industry to describe a form of marketing which is focused on key individuals to drive your brand’s message to the larger market. You are essentially hiring, or inspiring or paying an influencer to get the word out.

Let me give you an example. You have 1,734 followers on Twitter, which is nice and you are proud of it. Plus, it took you some time to get there. An influencer on the other hand, who reaches the same market, has 465,799 followers. It would be difficult for you to reach that number of followers and may take much time and effort. Instead, you hire, inspire or pay them. By connecting your brand to a trusted influencer, some of their credibility inevitably rubs off on you.

Now that we’ve covered that, I’ll continue. Like anything else in this world, this tactic can backfire. For every well-done influencer post, there are a dozen that are forced, nonsensical or downright tacky. And while influencer marketing might seem like it should be easy, Adweek notes that there is a science to developing good influencer content. Avoid the pitfalls of bad influencer marketing, and you’ll likely see strong engagement. Here are some considerations to make if you’re going to include influencers in your marketing plan:

• Do allow influencers to give their own opinions. To get the most out of influencer marketing, you have to be willing to give up some control. Readers can tell if a post is forced, and that will negatively impact your results. The most realistic, engaging and successful posts come from influencers who are allowed to be honest and creative.

• Don’t be misleading. All sponsored content has to have a clear disclosure statement. If you fail to meet their requirements, you could face consequences, including a fine from the Federal Trade Commission. Luckily, according to AdWeek, disclosure statements don’t deter viewers from reading and engaging with your content—in fact, they can actually increase positive sentiment.

• Do use great visuals. Photos and videos draw readers in and illustrate your point much more effectively than words can. Of course, you can supply images and your logo, but it’s also a good idea to let influencers take their own photos. Authentic photos, taken from the influencer’s perspective in their own style, will enhance the post.

• Don’t let branding get in the way of relatability. Most companies have strict brand guidelines, from naming standards to trademark usage. And while branding is important, working with influencers is one case when brand sticklers should relax. Insisting that influencers adhere to every brand standard completely can ruin a post’s flow and conversational tone. I am speaking to law firms on this one – no, it’s not necessary to include LLP, Corp, PC or whatever other extensions you have.

• Do offer readers a valuable takeaway. Ultimately, readers should gain some usable knowledge from your content, whether it’s sponsored or not. Encourage influencers to include a review, tutorial or easily saved and shared how-to guide as part of the post. Readers won’t mind the “sponsored content” label if they get something valuable from the article.

Berbay Marketing & PR