Hello, I am Kyle Ean Haggerty, Director of Business Development for INGAGE digital marketing and Public relations, and welcome to your Marketing Moment.
I am here in Little Rock, Arkansas, having a few strategy meetings with clients. The one thing we discussed was a possible economic downturn in 2023, especially for the legal industry. Here at Ingage, our specialties are Legal, Finance, Government, and Non-Profits; as we have clients in dozens of industries, I would like to review why marketing is crucial during troubled financial times.
New year, new me, new business goals.
Am I right?
As we step into the new year, our legal marketing team is busy reviewing last year’s results and
setting new goals with clients. We’re also vetting inquiries from new law firms who are seeking
out ways to increase their leads in 2023.
Simultaneously, most of us are making personal goals and most often those include a health
component. Personally, I’m focusing on incorporating 20 minutes of yoga into my morning
routine and an hour workout in the evenings as well as continuing to cut out processed foods.
Over the eleven years of running this marketing firm, I’ve learned to potential red flags when
speaking to prospective clients and there are four words that will stop me dead on my track
every time – “I need results now.”
Here’s the problem, nothing great is built in a day. Working out once will not get you in shape.
Eating a salad for lunch will not help you lose weight. Investing in marketing...
I am Kyle Ean Haggerty, Director of Business Development with Ingage Digital Marketing and Public Relations, welcome to your MARKETING MOMENT.
Recently, I was in Orlando, Florida, teaching a workshop on Marketing and Public Relations and one of the business owners asked me a question that inspired me to make this video.
She stated and asked: "There are times when barely anyone visits my website, and then there are times when I have many visitors go to my website, but the potential clients are different from what I am looking for. Please tell me what to do.
Many business owners can relate to this, so I am giving you a quick checklist to consider when trying to raise the number of views on your website and attract more customers and the right clientele.
If the number of visitors to your website is low, add keywords that describe the nature of your business, products, and services. If you have already done that, then add words that are similar in...
Welcome to 2023! I am Kyle Ean Haggerty, Director of Business Development with INGAGE Biz, Digital Marketing & Public Relations. As we are starting this new year, many of you may be considering your New Year's resolutions for your business.
That is exciting!
Some people say that you should never look at the past and always look forward to the future. In some ways, this is true; however, you need to look at the success and failures of the past to determine what is best for your business in the future.
When considering your resolutions and marketing plans for 2023, it is essential to take an overview of 2022.
What was your return on investment?
Legal advertising in the state of California can be tricky. Attorneys must learn about the laws and follow them explicitly to remain compliant. The State Bar of California sets the regulations and enforces them. A legal professional may be subject to disciplinary action if they violate these rules.
According to the State Bar of California rule 7.2 on advertising, there are specific situations where you can pay for someone to recommend your law firm and others where it is prohibited. Some cases where it is okay for you to pay to have someone recommend your law services include:
Legal Referral - Attorneys can pay standard charges to hire a firm that offers legal recommendations as part of their regular services. The legal referral service must operate within the State Bar of California’s Minimum Standards for a Lawyer Referral Service in California.
Paid Advertising - A lawyer can pay for legitimate advertising or...
Lawyers and firms must be very careful when advertising in print ads, online, or other mediums. Each state has its own take on marketing for law firms, and California has some very interesting rules. One, in particular, applies to any misleading or false information in ads.
Advertising may apply to any public solicitation or private communication, such as email campaigns. Rule 7 of the California Bar rules on marketing state that any attorney or law firm's website must not contain any information that may be perceived as confusing, deceptive, or misleading.
Absolute statements like "best," "lowest," "most," "highest," "will," and
"better" should not be used in advertising or marketing as they imply assurances you cannot guarantee. Additionally, you cannot make false, misleading, or deceptive statements about your fees, services, or results.
The law also points out that the...
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...
When crafting law firm marketing strategies, you must diversify your approach. One tool which is often overlooked is a legal podcast. Podcasts have exploded in popularity over the past few years, and if you are not using a law podcast to further your legal marketing, you are missing out.
Marketing for a law firm can seem like a challenging task. However, in this modern digital world, you have multiple opportunities at your disposal. Due to the vast number of legal marketing channels, you can saturate the market with your message quickly and easily. One way is using a legal podcast. Some of the benefits of doing so are:
Legal professionals often have a difficult time reaching their target audience. A legal podcast is a great way to solve this problem. Turn a legal subject into a form of entertainment for clients that may have been out of reach before. People who may not look for legal services in other channels may be...
You finish law school, pass the bar, and begin practicing law. You may have an easy time finding clients, or it may be challenging. Regardless, you will need to think about marketing for your law firm at some point. One thing you may not have considered, though, is the importance of the client's journey and their experience with you.
The term client journey is a legal marketing term that refers to the customer experience of dealing with you. The journey includes any interaction a client has with you, from their first call to your law firm and speaking with whoever answers the phone to their communications with you and other legal professionals throughout the case, and even invoicing and payment after the work is complete. If someone from your law firm follows up with the client after the experience, that too is part of the overall client journey.
Any interaction with you or anyone from your law firm can instantly affect a client's opinion. Therefore, it's...