The Legal Marketing Association annual conference, #LMA19, proved to be everything I expected it would be—and more! With more than 1,500 legal marketers and service providers, our association converged on Atlanta for three days of networking, sharing, and learning from the best, brightest, and most innovative in the industry. As promised, below is a recap of the conference and some of the great information and tips I plan to put into practice and share with our local group in Philadelphia. If there is one theme that keeps popping up in each of the sessions I attended, it is this: move beyond a focus on data and system output to insights and results.
I am on my way to Atlanta to attend the premier annual educational and networking event for legal marketing professionals and industry partners. The Legal Marketing Association annual conference is where over 1,500 professionals convene for three days to share insights, explore best practices, and discuss trends. Beyond that, the conference is a place to connect with old and new friends and be among like-minded marketers working to elevate their firms and companies to the next level through innovation. So, what am I looking forward to most?
Have you noticed people are increasingly finding a deeper appreciation for craftsmanship, quality, and the unique? We are witnessing a revival in all things artisanal – from craft microbreweries to handmade soaps, cheeses, and leather shoes. The word “artisan” evokes a simpler time when people took pride in their craft. Today, the draw for real artisanal products is born out of a movement deriding mass-produced goods linked to big corporations. But true artisans have the passion and commitment for finding the right tools, selecting only the finest materials, and infusing everything produced with the energy and authenticity of a superior, hand-crafted product.
It is nearing the end of summer and you may have spent some of it playing the great game of golf. As you know, a golf bag contains many different clubs, each designed for a specific purpose. A driver is for long shots off the tee, the middle irons are for the fairways, and the wedges and putter are for the short game. It’s close to impossible to have one club make all the shots needed to complete 18 holes. Each club is a tool for a specific task.
It’s the same with law firm websites. One type of site is not going to be suitable for each of the marketing tasks in the law-firm-marketing world. There are many types of law firm websites, and it’s wise to choose the type that suits your firm’s marketing needs when redesigning your internet presence.
The practice of law is both a profession and a business. This is hardly a surprising revelation, but many of us who went to law school and have been admitted to the bar tend to focus on the more high-minded ideal of operating in a profession rather than the less-rarified world of being in business. A business person, after all, deals with unpleasant matters such as profit and loss, management of people, and (horrifyingly!) marketing and sales.
Day two is done and that’s the end of the Legal Marketing Association annual conference in Las Vegas. We are sorry it’s over! So much learned, so many good conversations! Here’s a recap of day two.
It was a great first day at the Legal Marketing Association annual conference in Las Vegas. We’ve seen many old friends, met some new ones, and are trading our expertise with fellow attendees. Here’s a recap of some of the sessions.
The fifth and final step is to have an ongoing marketing campaign to let the search engines (and the people who use them) know that your site is current and relevant. Parts of this ongoing marketing campaign involve taking actions on your firm’s website (onsite work) and others include making changes on other websites (offsite work).
Why does my firm need to be on those social networks? Simple: that’s where the people are, and the people expect it. Each network has a distinct value to your marketing: LinkedIn is a massive business network and perfect opportunity to stay virtually in front of your network; Facebook is a vehicle to communicate your firm’s culture to future hires; and Twitter is a place to share thought leadership with the media and other amplifiers.
Next up is the importance of your firm being properly listed in the various online directories, such as Google Maps, Cornell, Findlaw, Avvo, Martindale, and others. If your firm is not correctly (or not at all) listed in these directories, it could have a penalizing effect on your search rankings, hindering those trying to do business with you.