Lawyer advertising can be a slippery slope, and you must be extra careful in the messaging and promotion of your legal services. Marketing for lawyers is subject to strict laws enforced by the Florida Bar.
Before using an ad, you must send it into the Florida Bar along with the filing fee, the ad’s duration and usage, 20 days before publishing or using it.
Once the Florida Bar receives it, they must review it within 15 days. The only exception is if they require additional information or determine that they need to examine the ad further. Either way, they will inform you of the need for more info or that it was rejected or accepted. If you do not receive any communication from the Florida Bar within 15 days of receiving it, you can use the ad and consider it approved.
You must submit each advertisement separately, and the Florida Bar will open a new file for it and assign it a unique identification number. The Florida...
Although the Florida bar is strict about rules applying to advertising and promotion for lawyers and law firms, there are some exceptions to the rules. Some of the times when the Florida bar rules don't apply are:
If you are licensed to practice law in multiple states, Florida's advertising rules do not apply to you if you market your services in another state or jurisdiction. However, keep in mind you must comply with the laws of that area, but as long as the ad is not sent to Florida residents, then you are safe.
You can promote your law services using postcards as long as the campaign is not a targeted direct mail advertisement. However, you must place the postcard in an envelope, or it must be converted to a self-mailing, fold-over style brochure. All information about the matter must be concealed when sending it through the mail. You must also mark the postcard with the word "advertisement" in a bright, easy-to-read...
Believe it or not, just about everyone has a brand online. Whether you are aware or not, if you are in business, people are probably talking about your services either on social media, on blogs, or in reviews. That means you have an online reputation you must manage to keep it positive and working for you. Negative comments, regardless of their validity, can hurt your brand.
Like most consumers, legal clients go online to do research before hiring a lawyer. While it's essential to have a legal marketing strategy, it must also include your brand management. The first step is to find out what people are saying about you and your law firm.
The best way to start managing your online reputation is by Googling yourself to see what comes up. Open a private browsing page so your search engine won't feed you things that align with previous searches. Be sure to use search terms including your name and things like "lawyer" and "law...
If your law firm has a website, your legal marketing efforts should also be online. Customers don't just use Google to find you. There are dozens of other ways you can conduct law firm internet marketing effectively using the tools already available to you.
To be successful in our modern world, most people live online. Much of our personal information is stored in the cloud, and business is conducted through email, communication channels, and video conferencing. Online marketing for lawyers is an essential piece of the puzzle. Online technologies offer law firms new opportunities to connect with clients. Historically, legal marketing was limited to phone book ads, magazine and newspaper ads, radio, TV, bench, bus, and billboard advertising. The internet and social media open up new avenues for a legal marketing strategy that is both successful and cost-effective.
The goals of law firm...
In the field of law, chances are there are hundreds of attorneys who provide the same legal services you do. They may not have the same amount of experience, track record, practice the exact same way, or are not as well-versed as you are in a particular area however, to the average client not much of this will matter when making a decision on who to hire. The reality is that most clients chose to retain your firm because you had checked off three boxes for them - know, like, and trust and those three boxes are the keys to a successful legal marketing campaign.
Know, Like, and Trust Equation
The know, like, trust, the principle is a common term amongst marketers and can be applied to all industries. In order to have a chance at retaining a client, they first need to know you. That seems simple - right? Brand awareness is the most often overlooked step in a law firm’s marketing.
The second and most crucial step is “like.” As we learned when we were...
As a kid, my dad would regularly sit myself and my siblings down for one of his life lessons discussions. One of his favorite rules of life was to “never put all of your eggs into one basket.” During his lecture, he even went as far as to collect baskets for each one of us and use eggs from our refrigerator to illustrate what happens when you break this lesson. Needless to say, my mom was not pleased with the mess but his point was well taken. Diversification is important in almost all aspects of life and the same rule rings true in digital marketing.
Earlier this month, Facebook, Instagram, and WhatsApp crashed for several hours leaving businesses that were solely utilizing these platforms for marketing to rethink their strategy. Our legal marketing clients were relieved we guided them towards using a multi-channel marketing approach focused on data collection.
What is a multi-channel legal marketing strategy?
In the most basic form, it’s...
By Katherine Doble | September 21, 2021
While vaccines are being rolled out and offices are slowly starting to reopen, many of the technological advancements law firms made last year seem to be here to stay. According to Clio’s 2020 Legal Trends Report, 83% of attorneys say they plan to continue using video conferencing software to meet with clients after the pandemic, and 96% will continue to store data in cloud-based servers.
The importance of digital marketing has also risen exponentially across all industries. Deloitte’s 2021 Global Marketing Report revealed that members of the C-suite think digital technology (68%) and marketing (63%) will be the most critical functional areas to their businesses over the next year. And according to...
Apple has announced that with an upcoming update to iOS 14, they are going to make changes to how apps collect and track data. With this update, Apple will require all apps in the App Store to prompt users to opt-in or opt-out of allowing their data to be collected and shared. Additionally, Apple will disallow the sharing and collection of some data to protect users’ privacy.
In response, Facebook sent out a notice to its business customers alerting them of the change and explaining how it will affect things going forward.
This change could negatively affect Facebook’s ability to receive and process conversion events, especially when using tools like Facebook Pixel. The bottom line is that businesses using personalized ads will have a much more difficult time collecting data and targeting specific audiences on Apple’s mobile devices.
Although this change may seem minor, as more and more people opt-out of tracking with...
By now, you have probably heard about the exclusive new social platform called Clubhouse. However, if you have tried to join and been put on a waiting list, you are not alone. So, what is all the fuss about?
Clubhouse is a unique iPhone-only social media platform that allows users to join audio chat rooms to discuss topics. You can choose to participate (meaning speak and listen) or listen only.
Clubhouse was launched in 2020 by a small group of Silicon Valley tech workers and venture capitalists who wanted to stay in touch during the pandemic. Today, Clubhouse is worth $1 billion and has millions of users, many of them heavy hitters like Mark Zuckerberg, Elon Musk, and other well-known celebrities.
One interesting note about this platform is that Clubhouse has a moderator who allows each person to voice their opinion and can kick someone out if they see fit. Depending on the topic, Clubhouse has individual “rooms” or groups, and people can also...