Shows
Legal Marketing 2.0 PodcastEp. 43: LinkedIn for Business Development and Relationships With Judy SelbyConsultant and former Big Law partner, Judy Selby, offers keen insights, strategies and best practices for using LinkedIn for business development and building relationships based on her years of successfully using the platform. The discussion is particularly useful if you’re looking to further your career or go down a new career path. Full shownotes at Good2bSocial.com
2018-03-2817 min
Legal Marketing 2.0 PodcastEp. 42: Using Social Media and Content to Build Relationships with Ivy GreyLawyer and legal techie, Ivy Grey, joins us to talk about using social media and content to build relationships. We discuss how to figure out what to be on the social channels, how content plays a role in engaging and building meaningful relationships, and informal mentoring in the space. Advice for lawyers or legal techies wanting to get started? Give first. Mention other people first. “Like” other people first. Share their content first. Promote other people first. Listen first. When you give first and give freely, then you’re more likely to create deeper, lasting relationships. Full shownotes available at Good2b...
2018-03-2120 min
Legal Marketing 2.0 PodcastEp. 41: The Right Content at Each Stage of the Buyers’ Journey for Legal ServicesAs a lawyer or legal marketer, how do you get the right content to the right people at the right time? Our very own Guy Alvarez, founder of Good2bSocial, joins us on the Legal Marketing 2.0 podcast to discuss the buyers’ journey in the search for legal services and how marketing automation helps you to pinpoint where your buyer or target audience is in that journey so you can serve up the most useful content to them exactly when they need it. Full shownotes at Good2bSocial.com
2018-03-1326 min
Legal Marketing 2.0 PodcastEp. 40: Thought Leadership Marketing With National Law Review's Jennifer SchallerContent marketing is ultimately thought leadership marketing in which you are sharing your knowledge and expertise through content. Lawyers and law firms need to have a goal and a structure behind their thought leadership content marketing strategy. If it’s just people writing stuff, it tends to be more scattered and is less likely to get accomplished consistently. It takes a collaborative effort and people need to keep goals in mind for each piece of content produced. This includes an understanding of SEO concepts which encourages them to write longer pieces that go deeper into topics. You have to begin wit...
2018-03-0619 min
Legal Marketing 2.0 PodcastEp. 39: Optimizing Attorney Bios With Mary TriceIn this episode of the Legal Marketing 2.0 podcast we chat about attorney bios, typically, the highest trafficked pages on a law firm’s website. Mary Trice of Winston & Strawn, shares her experience about the process of identifying the problem, getting everyone at the firm on board, what makes an effective bio, and optimizing each bio for search engines. Full shownotes available at Good2bSocial.com.
2018-02-2713 min
Legal Marketing 2.0 PodcastEp. 38: Authentic Law Firm Testimonials with Vikram RajanTestimonials are important to promote authenticity and passion around you as an attorney or your law firm as a whole and therefore they are one of the most powerful marketing tools. Can you just write the testimonial and I’ll sign off on it? Anyone who’s asked for a testimonial has heard this response. In today’s episode I chat with Vikram Rajan co-founder of phoneBlogger.net about why and how lawyers can get authentic testimonials from passionate clients. Full shownotes at Good2bSocial.
2018-02-2021 min
Legal Marketing 2.0 PodcastEp. 37: Law Firm Public Relations and Social Media with Ryan KingIs social media the new public relations? I posed this question to Ryan King the Director of Communications at the law firm of Ogletree Deakins. Ryan goes on to discuss the relationship between law firm public relations, social media, and content. Among the takeaways: If you pursue social and/or PR as a marketing strategy, do one thing well and build from there. Even if you are really mature in this area, it’s still like drinking from a fire hose because there is simply so much out there in terms of helpful content, channels, publications, influencers, and the like. Full s...
2018-02-1321 min
Legal Marketing 2.0 PodcastEp. 36: The Top 8 Digital Marketing Trends for Law Firms in 2018At the beginning of each year Good2bSocial’s founder, Guy Alvarez, shares his thoughts in a blog post on digital marketing trends in the legal space for the year ahead. This year, practicing what he preaches, Guy uses a hot trending marketing format-podcasting-to share his thoughts. Among the top digital marketing trends for law firms in 2018 are Paid Social, Facebook Live, Podcasting, Marketing Automation, and Semantic SEO. Full shownotes at Good2bSocial.com
2018-02-0622 min
Legal Marketing 2.0 PodcastEp. 35: Five Questions Legal Marketers Should Ask in 2018 with Jaron RubensteinGood2bSocial’s founder Guy Alvarez welcomes software engineer and legal marketer Jaron Rubenstein to the podcast. They discuss five questions legal marketers should ask in 2018. Jaron touches on content marketing, engaging with your firm’s target audience, the potential of artificial intelligence in marketing, getting the most out of your content management system, and much more. The running theme throughout the conversation is strategy and technology. This episode is conversation as tutorial. Check out the full shownotes at https://good2bsocial.com/
2018-01-3027 min
Legal Marketing 2.0 PodcastEp. 34: Legal Marketplaces with Kristin Tyler and Michael Brunet of LAWCLERK™In this episode, we chat with attorneys Kristin Tyler and Michael Brunet of LAWCLERK™ an online marketplace connecting small firms with freelance lawyers. We discuss the emergence of legal marketplaces, including a discussion of LAWCLERK™ and the opportunities, including personal branding, for today’s lawyers. Full shownotes at Good2bSocial.com.
2018-01-2315 min
Legal Marketing 2.0 PodcastEp. 33: The New Model of Professional Development With Harvard Law's Scott WestfahlIn the rapidly evolving practice of law, traditional ways of law school and law firm training are not in sync with what lawyers need. It’s misaligned with the efficiency that the market now demands. It’s not good for the lawyers and it’s not good for clients. In this episode we talk about the new model for developing lawyers, including the emergence of design thinking and creativity thinking principles, using networks for problem solving, and teaching law students to work in teams to innovate. Full shownotes at Good2bSocial.com
2018-01-1621 min
Legal Marketing 2.0 PodcastEp. 32: Law Firm Marketing Technology with Jacqueline MadarangWe’re operating in a digital world where clients have so many ways to engage, which is why marketing teams needs somebody to manage the technology that’s available. In this episode Jacqueline Madarang, senior marketing technology manager at Bradley, an Am Law 200 firm, provides insight and offers tips on marketing technology for law firms. See expanded shownotes at Good2bSocial.com
2018-01-0921 min
Legal Marketing 2.0 PodcastEp. 31: Harvard Law’s Dr. Heidi Gardner on the Benefits of Smart Collaboration for Law FirmsCollaboration is more important today than it was yesterday and will be more important tomorrow than it is today. Harvard Law's Dr. Heidi Gardner joins Good2bSocial's CEO Guy Alvarez to discuss smart collaboration in the legal industry backed up by data and research: The link between collaboration and business development Client development benefits Collaboration technology The biggest obstacles that law firms face in smart collaboration Additional shownotes: https://good2bsocial.com/category/podcast/
2018-01-0224 min
Legal Marketing 2.0 PodcastEp. 30: Seyfarth Shaw’s Molly Porter on Creativity in MarketingMolly Porter, Director of Marketing at Seyfarth Shaw, chats with Guy Alvarez, about putting together a strategic law firm marketing team by covering the 3 C’s: creative, content, and channels. Molly goes into some depth on the creative aspect, and also talks about becoming a student of the business of law as marketers, and making your own precedent. See full shownotes at https://good2bsocial.com/
2017-12-1927 min
Legal Marketing 2.0 PodcastEp. 29: Baker McKenzie’s Will White and Erin Nixon on “Don’t be Afraid to Fail” MarketingBaker McKenzie’s Will White, Global Director of Marketing & Communications, and Erin Nixon, Head of Digital Marketing join us on the Legal Marketing 2.0 podcast, and encourage legal marketers to: “Don’t be afraid to fail!” Baker McKenzie is one of the world’s leading law firms, with 77 offices in 47 countries, and took the top Facebook spot in Good2bSocial's 2017 Social Law Firm Index. Erin and Will talk about the content sharing checklist they shared with us, and offer insight into how social and digital media should fit into your overall marketing and communications efforts, along with their approach to analytics. For more, see sho...
2017-12-1227 min
Legal Marketing 2.0 PodcastEp. 28: DLA Piper's Juliet McNulty and Josh Epstein Talk Digital Marketing on a Global ScaleIn this episode of the Legal Marketing 2.0 podcast, we chat with DLA Piper’s Juliet McNulty, Senior Digital Communications Manager, and Josh Epstein, Director of Communications. DLA Piper has been ranked the top firm in the Social Law Firm Index year after year including in 2017. Juliet and Josh shares insights into how the firm maintains high quality content consistently, collaborating across offices in more than 40 countries, and working with partners and members of the firm on their marketing campaigns.
2017-12-0511 min
Legal Marketing 2.0 PodcastEp. 27: Orrick’s Breichen Madej on Law Firm Marketing Campaigns and KPIsIn this episode of the Legal Marketing 2.0 podcast, Good2bSocial’s founder Guy Alvarez chats with Breichen Madej, Director of Digital Communications at Orrick. Breichen comes from Big Pharma and shares her experience about bringing lessons learned there to the legal industry, including how to change behavior with the right message on the right mediums and platforms, KPIs, and metrics. Shownotes The switch from pharma to legal When moving from the pharmaceutical industry to the legal industry, there’s an obvious shift from selling goods to selling services. However, the way each industry approaches clients is significantly different. In pharma, custo...
2017-11-2819 min
Legal Marketing 2.0 PodcastEp. 26: K&L Gates CMO Jeff Berardi on Thinking Like a ClientIn this episode of the Legal Marketing 2.0 podcast, Good2bSocial’s founder Guy Alvarez chats with K&L Gates CMO Jeff Berardi about their top thought leadership position in the 2017 Social Law Firm Index. Jeff shares insights on marketing, business development and client development, how to get lawyers at the firm involved in initiatives, how to use analytics to make decisions, and his philosophy on generating client-centric thought-leadership content. It’s clear that clients are asking law firms to provide more value. Some law firms work hard to get clients on board, but do very little to add value through insights...
2017-11-2125 min
Legal Marketing 2.0 PodcastEp. 25: Behind the Scenes of the 2017 Social Law Firm IndexThe Evolution of The Social Law Firm Index The first Social Law Firm index was published in 2014 in partnership with Above the Law. The goal was to review and rank top law firms’ social media efforts. Through the years the report expanded from ranking the Am Law 50 firms to the Am Law 100 and the 2017 Social Law Firm Index expanded to include all AmLaw 200 firms for the first time. Our annual report not only doubled in size this year, but also added an SEO category in addition to the social media and thought leadership rankings. Social media is just one of th...
2017-11-1421 min
Legal Marketing 2.0 PodcastEp. 24: Data Driven Social Media and LinkedIn Deep Dive with Adrian DaytonLawyer, author, and ClearView Social founder, Adrian Dayton, joins to talk about evaluating data so lawyers and marketers can make more informed decision when it comes to social media strategy. And, we do a deep dive on LinkedIn, which is gradually becoming more social, opening up opportunities for lawyers to build their networks and share content.
2017-10-3122 min
Legal Marketing 2.0 PodcastEp. 23: Bob Ambrogi on Legal Technology, Blogging and Social MediaLegal tech is a rapidly changing field with a growing number of legal technology startups offering innovative products and services. Lawyers that see problems or gaps in tech are starting their own companies leading to a new democratization of web technology. Law firms can now choose to work with a large variety of viable products from both big and small tech companies. How are firms responding and adapting to new marketing technologies? Firms are beginning to understand the power of data in marketing. To quote Peter Druker, “What gets measure, gets managed.” Even though legal marketing has been traditionally relationship driv...
2017-10-2621 min
Legal Marketing 2.0 PodcastEp. 22: What is Semantic SEO and Why Should Law Firms Care?Google has placed a focus on connecting visitors to pages with the meaning they’re looking for rather than just exact phrases and keywords to help provide users with the best possible results. For marketers, this means thinking about the broader topics around the keywords you’re trying to rank for.
Targeting topics instead of keywords only
Ask yourself: how many different ways will people search for a topic? By creating series of pages answering their questions in multiple ways, Google will value the meaning your content is providing and you may then rank higher for multiple types of keywords.
Tip...
2017-10-1021 minLegal Marketing 2.0 PodcastEp. 21: Legal Marketing Accountability Partners with Ari KaplanAri Kaplan discusses the challenges and importance of accountability partners when it comes to executing marketing plans within law firms.
What challenges do law firm marketers face today?
There isn’t a lack of good ideas when it comes to marketing, rather marketers can struggle with executing their ideas due to an absence of accountability. Marketers should realize it’s more important to get things done than to get them done perfectly. At the core of both professional and personal development, is taking some calculated action in a positive way. Either you succeed or learn from it and move on.
Good...
2017-10-0312 minLegal Marketing 2.0 PodcastEp. 20: Small Firm vs. Big Law Marketing with Stefanie MarroneSmall law firms face a different set of challenges than big law. However, they are able to take more risks on creative marketing strategies. In small firms, staffing and budget resources are limited, but this can lead to opportunities to utilize outside business partners in areas like writing, design, or SEO. Big law can lead to legal marketers being stretched thin, whereas small law can allow marketers to dive deep into content marketing tactics.
Owned Media vs. Earned Media
Earned: When another party produces content about your firm.
Owned: What your firm publishes themselves which can include client alerts, social...
2017-09-2629 minLegal Marketing 2.0 PodcastEp. 19: LinkedIn Advertising with Guy AlvarezLaw firms and companies trying to target a B2B (business to business) audience are starting to recognize the value of paid LinkedIn advertising.
Paid advertising on LinkedIn is a great way to not only expand your reach, but provides you with incredible targeting opportunities.
Budgets for LinkedIn Advertising
Like Google Adwords, you can set up your own budget. However, the difference between Google Adwords and paid social, and in particular, paid LinkedIn, is that LinkedIn is much cheaper – as much as half the cost of pay-per-click. Some clients spend $200-$250 per month and are seeing great results. You can se...
2017-09-2012 minLegal Marketing 2.0 PodcastEp. 18: WordPress for Lawyers With Jennifer EllisPodcast Shownotes
In episode 18 of the Legal Marketing 2.0 podcast we chat with Jennifer Ellis about using the WordPress platform to build a website for your law firm – from solos to large firms. Jennifer literally wrote the book on WordPress for Lawyers: WordPress in One Hour for Lawyers: How to Create a Website for Your Law Firm (ABA).
Jennifer has had an unusual career in the legal profession going from continuing legal education (CLE) professional to practicing lawyer to marketing expert and, in addition to our conversation about WordPress, she shares some “Alt Legal” career tips, so make sure to check out th...
2017-09-1332 minLegal Marketing 2.0 PodcastEp. 17 Top Three Actions To Take After Building Your WebsiteHave you built a new website or redesigned your existing one and don’t know what to do next?
In this Legal Marketing 2.0 episode, hosts Guy Alvarez and Tim Baran discuss the top three takeaways - content, search engine optimization (SEO), and social media - from our popular blog post: You’ve Built a Website. Now What?
It starts with content
Without content you can’t have a successful SEO or social media strategy.
"You’ve built the Ferrari (website) and now you need the fuel (content) to make it go."
But, not typical content - about the firm or the attorn...
2017-08-2916 min
Legal Marketing 2.0 PodcastEp. 17 Top Three Actions To Take After Building Your WebsiteHave you built a new website or redesigned your existing one and don’t know what to do next? In this Legal Marketing 2.0 episode, hosts Guy Alvarez and Tim Baran discuss the top three takeaways - content, search engine optimization (SEO), and social media - from our popular blog post: You’ve Built a Website. Now What? It starts with content Without content you can’t have a successful SEO or social media strategy. "You’ve built the Ferrari (website) and now you need the fuel (content) to make it go." But, not typical content - about the firm or the attorn...
2017-08-2916 minLegal Marketing 2.0 PodcastEp. 16 How Google AdWords Helps to Increase Qualified Leads for Law Firms with Alan SchneiderPodcast Shownotes
What is Google AdWords and how does it work?
Google AdWords is an advertising platform that allows advertisers to place ads anywhere they are willing to pay to position them. It enables law firms to gain qualified leads by high placement on the search results page.
The platform works on a market principle. In other words, what you pay is based on what the market will allow - more competitive keywords requires higher bids. Google will give you a Quality Score based on an algorithm that looks at the relevance between the keywords you’re bidding on, the ad...
2017-08-2223 minLegal Marketing 2.0 PodcastEp. 15 Law Firm Local SEO With Aaron ShepardPodcast shownotes
The conversation and effort around SEO has been about how to optimize your site, get inbound links and the technical aspects. But increasingly the importance of local SEO has taken center stage.
What is local SEO?
In a nutshell, local SEO tailors web results to your geographic area. A customization based on where you are in the world. It’s important because typical search isn’t for a specific lawyer, it’s for the type of lawyer you’re looking for or problem you’re trying to solve. Google can take that search data along with your location and give y...
2017-08-1512 minLegal Marketing 2.0 PodcastEp. 14 Law Firm Brand Research With Elonide SemmesLaw firms are not just about selling legal services but the client’s experience receiving those services. To do that you need to marry good industry insight with vigorous market research with exceptional design.
What is the biggest challenge in getting a firm to do brand research?
Their knee-jerk reaction is: “We don’t need it. We know our clients. We’ve got it covered. Let’s skip that and go straight to design.”
Though law firms may know their clients, it seldom tells the whole story. Most engage with their clients on a specific case or matter. They seldom sit with cli...
2017-08-0823 minLegal Marketing 2.0 PodcastEp. 13 Marketing for Litigators with Litigation Funding CMO Gretchen KoehlerPodcast shownotes
What does it take to build a marketing and business development department?
You’re responsible for sustaining a vision for how a law firm can improve and what it can become.
Also, for inspiring colleagues and partners to embrace the same vision and to work with management on barriers to change.
None of this is possible without buy-in and support from management, especially in top-down cultures. The more management can work hand-in-hand with marketing professionals and support and collaborate with them, the more success you will see over time.
What’s the difference between being CMO at a law...
2017-08-0124 minLegal Marketing 2.0 PodcastEp. 12 Law Firm Directory Submissions With Richard Pinto, Yolanda Cartusciello & Bob RobertsonPodcast Shownotes
In this episode of the Legal Marketing 2.0 podcast, legal marketing leaders with decades of experience in the industry, provide super useful insight and advice on the process of law firm directory submissions. Chambers and Partners and The Legal 500 directories play a prominent role in the discussion.
Let’s get the big question out of the way: In today’s world, do you even need a directory listing?
To answer the question our esteemed guests provide a list of benefits of the submissions process that go beyond being listed and getting ranked:
- Third party affirmation – You get an indepe...
2017-07-2538 minLegal Marketing 2.0 PodcastEp. 11 Building a Niche Law Practice With Evan SchwartzPodcast Shownotes
Evan started out at a big defense firm which represented large insurance companies. He left the firm to become a solo practitioner, and a few years later, joined together with another solo practitioner who was a former colleague, to form a firm with a primary focus on insurance recovery for policyholders.
Identifying an underserved area of law
Evan identified a law practice niche that was underserved, then went deeper into a sub niche – long term disability claims and litigation, and established a national practice.
The firm was formed at a time that particular industry had undergone a significant ch...
2017-07-1819 minLegal Marketing 2.0 PodcastEp. 10 Law Firm CRM With Chris FritschThe beauty of CRM is it can do a thousand things. The problem with CRM is it can do a thousand things. Starting out, most firms should concentrate on only two or three things. The challenge is that those two or three things are different for each firm, groups within the firm, or attorneys.
Start with a needs assessment. Understand what you want to get out of CRM before you get the technology. Consider people, processes, and problems first, then the product:
- Some firms just want to manage email lists and events which saves tons of time and for...
2017-07-1135 minLegal Marketing 2.0 PodcastEp. 9 Social Media Ethics and Technology Competence with Nicole BlackThink of online behavior as an extension of offline behavior. If activities run afoul of ethics rules offline, don’t do it online.
Twenty-seven states have adopted some duty of technology competence requiring lawyers to understand and use technology to provide adequate representation to their clients.
It can cause significant stress for solos and small firm attorneys, in particular. On top of representing their clients and maintaining competence in their practice areas, while trying to figure out how to run their businesses which law school doesn’t teach, they have to be up on technology. It can be overwhelming.
But it’s...
2017-07-0523 min
Legal Marketing 2.0 PodcastEp. 8 Law Firm Business Development With Rich BrackenYou’re never in a bad situation if you have a full pipeline. And you can’t build a full pipeline if you’re not doing business development.
What’s the biggest myth that needs to be put to bed when working with attorneys on business development?
That business development is not sales and that sales is not involved in the legal business development process.
We’re all individual walking brands.
Lawyers deal with a lot of pointed, data-driven information. Legal marketers need to have a strong game when it comes to selling internal processes to get attorneys and leadership to buy int...
2017-06-2740 min
Legal Marketing 2.0 PodcastEp. 7 Thought Leadership Success With Lawyer Mark CohenFirst a little background on Mark Cohen's journey before digging in to how he used writing and social media to develop a thought leadership platform.
Mark was a trial lawyer for almost 30 years. He started out as an Assistant U.S. Attorney, became a big law partner, then left to start a national boutique firm where he learned how technology could be used more effectively to manage legal services,
After a conversation with Thomas L. Friedman, author of the book, The World Is Flat: A Brief History of the Twenty-first Century, about whether some what what was in the book...
2017-06-2026 min
Legal Marketing 2.0 PodcastEp. 6: Law Firm Awards Submission With David BrownLaw firm awards submission insights and tips!
The recognition awards provide is meaningful to lawyers and firms who don’t get a lot of accolades for their work. In fact, they get a lot of heat. So when a publication says “good job!” or recognize them as part of an elite group of people, that can be a source of inspiration.
Additional benefits:
- Awards highlight something positive about the firm. There’s a morale benefit for people at the firm that shouldn’t be discounted.
- Awards provide opportunity for networking and career building. They can also serve as a recruiti...
2017-06-1328 min
Legal Marketing 2.0 PodcastEp. 5: Mapping the Law Firm Client Journey With Yolanda CartuscielloWhat is Client journey mapping and why is it important for lawyers and law firm marketers?
Simply put, a client journey map is a visual of the actual experience a client has in working with any organization. For a law firm, that experience can start even before a prospect becomes a client.
Client journey mapping entered the legal lexicon about two years ago and comes from the phrase “customer journey mapping” used by corporations around the world for many years. It started in retail but quickly moved into professional services.
When mapping out the client's journey, think individual rather than orga...
2017-06-0632 min
Legal Marketing 2.0 PodcastEp. 4: Meaningful Law Firm Marketing AnalyticsAre you using analytics to track your website performance and digital marketing efforts?
If so, are you using it correctly?
In this episode of the Legal Marketing 2.0 podcast, we discuss
- How to collect data
- What to do with the data you collect
- What are meaningful data insights?
- Google and other analytics tools
There’s more to analytics than Google Analytics vanity metrics: visitors and page views.
There's Digital Marketing Analytics: Not just measuring your website but the entirety of your integrated digital marketing strategy. This includes SEO, email marketing, social media, campaigns, events, and so on.
Wh...
2017-05-3023 min
Legal Marketing 2.0 PodcastEp. 3: The Four SEO Techniques for Law FirmsFew things cause more confusion or frustration in digital marketing than search engine optimization (SEO).
In the latest episode of the Legal Marketing 2.0 podcast, we clear up some of the confusion by identifying four techniques: Technical, On Page, Of Page, and Local, with some actionable takeaways.
Show notes:
Technical SEO – This is how the search engines crawl and index your website and blog. You have to think about SEO when you’re building your website. It’s not enough to make your site look pretty and functional, you need a good back-end or coding structure that the robots crawling your site c...
2017-05-2319 min
Legal Marketing 2.0 PodcastEp 2: How to Become a Thought Leader and Grow Your NetworkTen essential elements to establish a thought leadership platform to build your personal brand, extend your network, and attract more clients.
2017-05-1631 min
Legal Marketing 2.0 PodcastEp 1: What is Legal Marketing 2.0?Hosts Guy Alvarez and Tim Baran of Good2bSocial discuss marketing in the legal profession and why they're launching the Legal Marketing 2.0 podcast.
2017-05-0827 min
Legal Marketing 2.0 PodcastEp 1: What is Legal Marketing 2.0?Hosts Guy Alvarez and Tim Baran of Good2bSocial discuss marketing in the legal profession and why they're launching the Legal Marketing 2.0 podcast.
2017-05-0827 min