Attorneys and law firms are not generally known for their infographics, but there is no reason that should be the case. You may love them or hate them, but regardless of your personal stance, it is important to recognize that they do garner more attention than plain-text posts and articles. Infographics are an easy way to distribute helpful facts, lists or other data. As social media assets, they are easy to share. As visuals, they are more likely to get attention and be seen by a diverse audience.
Infographics can be fun and interesting, but they are only effective as a marketing tool if they gain traction through pins, shares and retweets. Infographics must be well-designed, engaging and contain information that people actually want to know. Certain types of content are more likely to go viral than others, like lists, graphics that tell a story, information that is surprising, (more…)
Social media, to the chagrin of some and the delight of others, has muscled its way on to the legal marketing scene and is now a force that is difficult to ignore. Social media itself is not exactly new – Facebook is 8 years old – but its ubiquitous presence on law firm marketing blogs and in law firm marketing plans is a more recent development. Even busy attorneys who eye the development with suspicion will grudgingly set up a LinkedIn or Google+ profile.
The ABA has (finally) officially recognized the unavoidable role technology plays in an attorney’s daily life. This week, the American Bar Association House of Delegates approved proposed changes to ABA Model Rules of Professional Conduct with respect to technology. Among the updates are modifications to the comments to Rule 1.1, which covers competent representation. The comments were amended to say that attorneys must understand “the benefits and risks (more…)
A recent article on forbes.com points out a growing disconnect between what marketing and business executives think consumers want and what those consumers actually want when it comes to interacting with companies online. While business leaders talk of building a community and engaging users, most consumers are just interested in getting some sort of perk or discount for following companies online. Being a part of a community is not their top priority.
This presents a unique challenge for attorneys who cannot rely on inventory blowouts, buy one get one specials or other retail-oriented gimmicks to get clients to engage with them online – and by extension to use their services.
Attorney marketing is similar in some ways and distinct in others from retail-oriented marketing. Attorneys are selling both their services and themselves; personal branding is inexorably linked with firm branding. However, attorneys can take lessons from studies in retail consumer (more…)