Archive for the Legal Advertising Category
Cause marketing is when a business partners with a charity or non-profit in a way that is mutually beneficial. For example, organizing a 5K for a charitable cause, or producing a public service announcement about the dangers of texting while driving. A study conducted by Cone Cause Evolution has found that 87 percent of consumers or clients are likely to switch brands (or law firms) upon learning that one is aligned with a charitable cause. This figure is even higher for millennial consumers, exceeding ninety percent. And when you consider the relatively low cost compared to an ordinary marketing campaign, it is clear that there are few (if any) downsides to cause marketing—everyone benefits.
A couple of years ago there was a widely popular meme circulating about LinkedIn for lawyers. It accurately depicts the discord between what prospective clients actually want to know, and the bland resume stats most lawyers actually put on their profiles. It is time for lawyers to pay more attention about their profiles, and think outside of the box. A recent study has shown that LinkedIn is the primary source that prospective clients go to when they want to learn about an attorney they are considering hiring.
Known as “The Professional Network,” lawyers and LinkedIn are a natural combination. There are LinkedIn “power-users,” who have figured out how to take full advantage of the app, and then there are the rest of us—people who have a page and a profile pic, but don’t really know what to do with it or how to make it work for their advantage.
Facebook Live is a relatively new feature that offers live-streaming video capabilities to its users. It first came out in August of 2015 for verified public figures, then shortly after, became available to a select group of users (like a beta test), before becoming available to everyone.
The media has expertly exploited what Facebook live has to offer. Meteorologists have live-streamed severe weather events, reaching far more viewers than they would typically reach online. But it isn’t just for the media—the potential for law firms to tap into Facebook’s audience of nearly 2 billion people seems promising.
The Florida Bar strictly regulates lawyer advertising and business solicitation. On their website, the Florida Bar provides an array of helpful information for law firms to comply with the complex web of rules and restrictions. Failure to reply can result in professional discipline. The rules are spelled out in painful detail, including what lawyers can post to social media on pages that promote the firm, how they can reach out to prospective clients through social media, how they can represent their qualifications and experience, and how videos can be shared on YouTube. These rules are often challenged and are constantly evolving.