Eric Fletcher, marketing strategist and writer of Marketing Brain Fodder, explains COPE – his acronym that describes how marketers can get the most out of the digital content. Part of his strategy is listening and following other people’s content to take online relationships offline.
Every year, Greentarget releases a fascinating study on general counsels’ use of and engagement with social media. It gives unparalleled insight into what legal services buyers think of all of the marketers’ tactics. But this year, they did something different as they turned the study inward on the industry. What’d they find out? Legal marketers don’t have a strategy when it comes to social and content marketing.
ROI is the name of the game nowadays in legal marketing—and it seems social media, which still garners a fair deal of skepticism, is looked at in this regard as much as any marketing tool. In speaking with LXBN TV at the 2014 Legal Marketing Association Annual Conference, Randall Craig of 108 ideaspace explains that the focus of social media should be on creating real relationships.
Technology has done a lot to make life in general a lot more complex. Instead of worrying only about printed marketing materials, and a few other things, now there’s so much more to worry about. But, at the same time, it’s made a whole lot about legal marketing easier as well. That’s the point Per Casey, President & CEO of Tenrec, raises in speaking to us at the 2014 Legal Marketing Association Annual Conference.
Now, more than ever, legal marketing departments have the ability to move the needle and make a difference with their law firms. From the combination of tools available to the fact that it’s an industry thirsty for innovation, now is as good as time as any to be a legal marketer. Seth Apple, Business Development Manager at Davis Polk & Wardwell, joins me to explain why.
For lawyers, getting work has always been so closely tied to one’s reputation. Lawyers, for a long time, have done everything they can to create a sense of authority around their practice area—and now, they have more tools than ever to use in doing this. Jabez LeBret, co-author of Online Law Practice Strategies, joins us at the 2014 Legal Marketing Association Annual Conference to discuss what he’s seeing on this front.
The death of the billable hour is near. Or, if most buys of legal services had their way, that’s how it’d be. As such, law firms must look at switching up their billing and going to an alternative pricing model. As part of LXBN TV’s coverage of the 2014 Legal Marketing Association Annual Conference, I spoke with Akin Gump Chief Practice Officer Toby Brown on the subject.