In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by John Hellerman. John Hellerman is the President of Hellerman Communications, an award-winning corporate communications agency positioning professionals to win business and navigate crises. John and his firm specialize in strategic marketing and content development, crisis and litigation communications, and social influencer and stakeholder relations. He helps the world’s most elite professionals and their firms build and protect their most lucrative relationships.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by John Hellerman. John Hellerman is the President of Hellerman Communications, an award-winning corporate communications agency positioning professionals to win business and navigate crises. John and his firm specialize in strategic marketing and content development, crisis and litigation communications, and social influencer and stakeholder relations. He helps the world’s most elite professionals and their firms build and protect their most lucrative relationships.

Podcast Episode 194: Content-Fueled Business Development: How Lawyers Can Harness the Power of Earned Media to Fuel New Client Relationships

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Kate Boyd who is a 25 year veteran of the legal industry. She started her career at law firms Shearman &amp; Sterling and White &amp; Case. After completing her MBA at NYU in 2014, she took her business and legal experience to high-growth legal tech vendors HighQ and Kira Systems. In 2018, she co-founded litigation fund, Validity Finance, and served as COO before joining Sente in 2022. Kate is active on the boards of the leading legal edtech company AltaClaro, and immigration non-profit Immigration Law &amp; Justice NY. 

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Kate Boyd who is a 25 year veteran of the legal industry. She started her career at law firms Shearman &amp; Sterling and White &amp; Case. After completing her MBA at NYU in 2014, she took her business and legal experience to high-growth legal tech vendors HighQ and Kira Systems. In 2018, she co-founded litigation fund, Validity Finance, and served as COO before joining Sente in 2022. Kate is active on the boards of the leading legal edtech company AltaClaro, and immigration non-profit Immigration Law &amp; Justice NY.

Podcast Episode 193: Let Your Geek Flag Fly

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Kate Pearch. Kate is the Chief Marketing &amp; Business Development Officer at Morris, Manning &amp; Martin, LLP. Kate focuses on her firm’s unique client service to strengthen its brand and position in the marketplace. She is known for her excellent people skills and for leading successful collaborations between the marketing team, executive committee, and practice leaders. Her responsibilities include designing and implementing marketing, communications, public relations, practice growth, strategic development, and leadership succession programs.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Kate Pearch. Kate is the Chief Marketing &amp; Business Development Officer at Morris, Manning &amp; Martin, LLP. Kate focuses on her firm’s unique client service to strengthen its brand and position in the marketplace. She is known for her excellent people skills and for leading successful collaborations between the marketing team, executive committee, and practice leaders. Her responsibilities include designing and implementing marketing, communications, public relations, practice growth, strategic development, and leadership succession programs.

Podcast Episode 192: Building an Effective, Flexible Strategy For Your Law Firm

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Bill Barrett. Bill leads Digital channel strategy and operations for DLA Piper in the Americas. In his role, Bill helps the firm: amplify the DLA Piper brand in the marketplace, generate demand for services, enhance the visibility of lawyers, and provide actionable insights that help generate profitable growth.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Bill Barrett. Bill leads Digital channel strategy and operations for DLA Piper in the Americas. In his role, Bill helps the firm: amplify the DLA Piper brand in the marketplace, generate demand for services, enhance the visibility of lawyers, and provide actionable insights that help generate profitable growth.

Podcast Episode 191: Reimagining DLA Piper’s Website

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Bob Wallace. Bob Wallace is a 40 year veteran practitioner of sports law, 30 of those representing three NFL teams. He currently chairs the sports law group of Thompson Coburn LLP. Thompson Coburn has offices in St. Louis, Chicago, Dallas, Los Angeles, New York and Washington, DC.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Bob Wallace. Bob Wallace is a 40 year veteran practitioner of sports law, 30 of those representing three NFL teams. He currently chairs the sports law group of Thompson Coburn LLP. Thompson Coburn has offices in St. Louis, Chicago, Dallas, Los Angeles, New York and Washington, DC.

Podcast Episode 190: After the Buzzer Goes Beyond the Scores!

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Patrick Hayes. Patrick Hayes is a partner and chair of the Investment Management practice at Calfee, Halter &amp; Griswold LLP where he supports investment advisers and broker-dealers in the development and administration of their compliance programs, including the creation and implementation of policies and procedures governing all activities of the firm. His clients include wealth managers, private fund advisers, family offices, ERISA investment fiduciaries, dual registrants, broker-dealers, crypto-traders, mutual fund trusts, and institutional asset managers. In 2020, Hayes launched The Securities Compliance Podcast: Compliance in Context™ to serve as a personal master class for the securities industry’s legal and compliance professionals, and he’s a proud graduate of the University of Notre Dame and the University of Cincinnati College of Law.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Patrick Hayes. Patrick Hayes is a partner and chair of the Investment Management practice at Calfee, Halter &amp; Griswold LLP where he supports investment advisers and broker-dealers in the development and administration of their compliance programs, including the creation and implementation of policies and procedures governing all activities of the firm. His clients include wealth managers, private fund advisers, family offices, ERISA investment fiduciaries, dual registrants, broker-dealers, crypto-traders, mutual fund trusts, and institutional asset managers. In 2020, Hayes launched <a href="https://www.complianceincontextpodcast.com/" rel="noopener nofollow" target="_blank">The Securities Compliance Podcast: Compliance in Context™</a> to serve as a personal master class for the securities industry’s legal and compliance professionals, and he’s a proud graduate of the University of Notre Dame and the University of Cincinnati College of Law.

Podcast Episode 189: Adding Context to Compliance and Color To Your Legal Practice

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Jennifer Ramsey. Jennifer Ramsey is a former investment banker who discovered love of marketing / BD while preparing sales decks for road shows to pitch investors on funding startup/emerging growth companies. She left the world of high finance for marketing &amp; BD where she developed and led enterprise-wide, sector-based programming and spearheaded a client relationship-building framework for an Am Law 100 firm. She and two colleagues recently launched Stage LLC, a women-owned business development &amp; marketing venture focused on relationships, revenue, and growth for legal services.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Jennifer Ramsey. Jennifer Ramsey is a former investment banker who discovered love of marketing / BD while preparing sales decks for road shows to pitch investors on funding startup/emerging growth companies. She left the world of high finance for marketing &amp; BD where she developed and led enterprise-wide, sector-based programming and spearheaded a client relationship-building framework for an Am Law 100 firm. She and two colleagues recently launched Stage LLC, a women-owned business development &amp; marketing venture focused on relationships, revenue, and growth for legal services.

Podcast Episode 188: The Power of a Sector Based Approach: Specificity Drives Strategy

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Julie Lorson to discuss the topic of Artifical Intelligence (AI) and its impact on search engine optimization (SEO). Julie has been working in SEO for over 15 years. For the past 6, she has focused on SEO specifically for law firms Over the course of her career, she has learned the many nuances that it takes to make websites rank in the top positions in Google.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Julie Lorson to discuss the topic of Artifical Intelligence (AI) and its impact on search engine optimization (SEO). Julie has been working in SEO for over 15 years. For the past 6, she has focused on SEO specifically for law firms Over the course of her career, she has learned the many nuances that it takes to make websites rank in the top positions in Google.

Podcast Episode 187: Will AI Kill SEO?

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Justin Bernbrock. Justin Bernbrock is a partner in Sheppard Mullin’s Chicago office and the head of Chicago’s complex restructuring team. Justin has worked on some of the most complex Chapter 11 cases in the world over the last 11 years. Prior to Sheppard Mullin, Justin was a partner at Kirkland &amp; Ellis in Chicago. Before his legal career, Justin served with distinction in the United States Navy.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Justin Bernbrock. Justin Bernbrock is a partner in Sheppard Mullin’s Chicago office and the head of Chicago’s complex restructuring team. Justin has worked on some of the most complex Chapter 11 cases in the world over the last 11 years. Prior to Sheppard Mullin, Justin was a partner at Kirkland &amp; Ellis in Chicago. Before his legal career, Justin served with distinction in the United States Navy.

Podcast Episode 186: Restructure This!

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Gary McRae to discuss the importance of the digital experience for law firms. Gary McRae is the global digital lead for Baker McKenzie. He ensures Baker McKenzie’s digital strategy aligns with its overall business objectives. He also leads the company's channels, digital marketing, web development, social media, and martech initiatives.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Gary McRae to discuss the importance of the digital experience for law firms. Gary McRae is the global digital lead for Baker McKenzie. He ensures Baker McKenzie’s digital strategy aligns with its overall business objectives. He also leads the company's channels, digital marketing, web development, social media, and martech initiatives.

Podcast Episode 185: Is the Digital Experience Critical for Law Firms?

Good2bSocial - joined by industry leaders - offers a fresh perspective on the latest legal marketing trends and strategies, with actionable takeaways for lawyers and law firm marketing professionals.

I&#39;ve only recently discovered the pod, so I haven&#39;t listened to the full catalog, but it is at the top of the heap.  Great insight and well produced.

Unique niche with terrific guests

Great show guys looking forward to hearing more

Straight to business legal marketing tips!

Legal Marketing 2.0 Podcast

Carla Johnson

In this podcast Carla Johnson, founder of Type A Communications, speaks with us about the art of storytelling for professional services marketers, the challenges of innovation within professional services firms, and how digital transformation has impacted the client experience.   View the full show notes here. 

In this podcast Carla Johnson, founder of <a href="http://typeacommunications.com/" rel="nofollow" target="_blank">Type A Communications</a>, speaks with us about the art of storytelling for professional services marketers, the challenges of innovation within professional services firms, and how digital transformation has impacted the client experience. View the full show notes <a href="good2bsocial.com/podcast" rel="nofollow" target="_blank">here</a>.

Podcast Ep. 58: Carla Johnson on The Importance of Storytelling for Professional Services Firms

In this podcast, Janet Falk discusses how solo practitioners or small law firms can use media relations to promote their product.

In this podcast, Janet Falk discusses how solo practitioners or small law firms can use media relations to promote their product.

Podcast Ep. 90: How Small Law Firms Can Use Media Relations To Promote Their Firm

In this episode, Guy Alvarez discusses business development lessons for law firm leaders with Uri Gutfreund. Uri is the founder of The Managing Partner RoundTable, the largest peer-to-peer learning group for managing partners of mid-size firms.  The program enables Managing Partners to help each other in their mastermind groups to solve their biggest problems. Uri also chairs the successful Managing Partner Summit, an educational program for over 100 law firms. Connect with Uri on LinkedIn here.   Access the show notes  here.

In this episode, Guy Alvarez discusses business development lessons for law firm leaders with Uri Gutfreund. Uri is the founder of The Managing Partner RoundTable, the largest peer-to-peer learning group for managing partners of mid-size firms.  The program enables Managing Partners to help each other in their mastermind groups to solve their biggest problems. Uri also chairs the successful Managing Partner Summit, an educational program for over 100 law firms. Connect with Uri on LinkedIn <a href="https://www.linkedin.com/in/urigutfreund/" rel="nofollow" target="_blank">here</a>. Access the show notes <a href="https://good2bsocial.com/podcast-ep-103-law-firms-built-to-bring-in-business-business-development-lessons-for-law-firm-leaders/" rel="nofollow" target="_blank"> here</a>.

Podcast Ep. 103: Law Firms Built to Bring in Business - Business Development Lessons for Law Firm Leaders

Few 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 can recognize and register. Other elements to consider are site speed and responsive design (mobile) to improve your ranking. Tip: Submit your site to Google Search Console, including your sitemap. This allows the search engines to index your website. You will get feedback on errors on your site. On-Page SEO – Are the pages on your website properly optimized for the keywords you’re trying to rank for? This can be a page or blog post. Tip 1: Do your keyword research. Keywords should be client-focused and have enough search volume. Tip 2: Make sure the keyword is in your title, the meta description (which appear in the search results below your title), and repeated a few times on the page. Tip 3: Make sure each page or blog post has at least 300 words and then write for as long as it takes to tell your story. Off Page SEO – This is the authority of your domain which can rank from 1-100. The higher the domain authority, the easier it is to rank for your keywords. Anywhere for 40 and up is good for a law firm website. How do you build your domain authority? By the number of sites that link to your website. Note that not every link is created equally. Tip: Be careful of black hat SEO tactics. Some agencies or vendors will promise to link from dubious sites, trying to trick the system. Even if it works for a short time, Google will catch on to you and your site could incur a severe penalty making it very difficult to be found in search. In other words, don’t try to game the system. Local SEO – This is important for finding firms or businesses within a specific geographic location. Where you’re located impacts Google search results. This is especially important if your practice is local rather than national. Though even for national firms, local SEO is important when people are searching for an office location nearby. Local SEO is all about citations: your firm’s name, address, and phone numbers. The more citations or listings you have, the stronger the signal to Google that you are located in the address you specify. Tip: Make sure your name, address, and phone number (NAP) is consistent across all online directories, of which there are around 70 Google looks at to confirm you NAP. Use yext.com to lock down your NAP so that they’re consistent across all directories.

Few 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 can recognize and register. Other elements to consider are site speed and responsive design (mobile) to improve your ranking. Tip: Submit your site to Google Search Console, including your sitemap. This allows the search engines to index your website. You will get feedback on errors on your site. On-Page SEO – Are the pages on your website properly optimized for the keywords you’re trying to rank for? This can be a page or blog post. Tip 1: Do your keyword research. Keywords should be client-focused and have enough search volume. Tip 2: Make sure the keyword is in your title, the meta description (which appear in the search results below your title), and repeated a few times on the page. Tip 3: Make sure each page or blog post has at least 300 words and then write for as long as it takes to tell your story. Off Page SEO – This is the authority of your domain which can rank from 1-100. The higher the domain authority, the easier it is to rank for your keywords. Anywhere for 40 and up is good for a law firm website. How do you build your domain authority? By the number of sites that link to your website. Note that not every link is created equally. Tip: Be careful of black hat SEO tactics. Some agencies or vendors will promise to link from dubious sites, trying to trick the system. Even if it works for a short time, Google will catch on to you and your site could incur a severe penalty making it very difficult to be found in search. In other words, don’t try to game the system. Local SEO – This is important for finding firms or businesses within a specific geographic location. Where you’re located impacts Google search results. This is especially important if your practice is local rather than national. Though even for national firms, local SEO is important when people are searching for an office location nearby. Local SEO is all about citations: your firm’s name, address, and phone numbers. The more citations or listings you have, the stronger the signal to Google that you are located in the address you specify. Tip: Make sure your name, address, and phone number (NAP) is consistent across all online directories, of which there are around 70 Google looks at to confirm you NAP. Use <a href="http://yext.com" rel="nofollow" target="_blank">yext.com</a> to lock down your NAP so that they’re consistent across all directories.

Ep. 3: The Four SEO Techniques for Law Firms

David Brown

Law 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 recruiting tool for new lawyers and lateral partners. - Awards tell a story. They provide a benchmark. Something for others to aspire to. But as deadlines approach, law firms marketing and communication professionals can get stressed out. You should know that it’s OK to ask for an extension. But don’t call and try to litigate the rules. Yes, that happens. It will not engender a warm and fuzzy feeling. Not all awards are created equal. Awards all have commercial aspects, for sure, but you can determine the quality of the award by their vetting process. Marketing teams should be selective of where to invest their resources based on the criteria that is being sought by the publication or group that’s putting together the award. David offers a few tips for submitting an award: - This may sound basic, but follow the rules. If they require a Word doc. Submit a Word doc. They prefer a spreadsheet? Submit a spreadsheet. Talk about your big wins, of course. But also share your losses and how you handled them. - Presentation really does matter. Make sure your writing is compelling and clear. It should adhere to the questions that are being asked and shine a light on the reasons you should win. Check out the Legal Writers Bureau which was created to help lawyers better tell their story with people who have a lot of experience working in legal media who have been been involved with a number of the awards programs.

Ep. 6: Law Firm Awards Submission With David Brown

Ryan King

Is 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 shownotes at Good2bSocial.

Is 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 shownotes at <a href="https://good2bsocial.com/category/podcast/" rel="nofollow" target="_blank">Good2bSocial</a>.

Ep. 37: Law Firm Public Relations and Social Media with Ryan King

Gina Passarella

In this podcast, Gina Passarella of ALM discusses this year’s The American Lawyer Industry Awards as well as ALM’s upcoming expansion of international content. View full show notes here.

In this podcast, Gina Passarella of ALM discusses this year’s The American Lawyer Industry Awards as well as ALM’s upcoming expansion of international content. View full show notes <a href="good2bsocial.com/podcast" rel="nofollow" target="_blank">here.</a>

Podcast Ep. 81: The American Lawyer Industry Awards with Gina Passarella

John Klymshyn

In this podcast, John Klymshyn discusses the power of language and how law firms are able to generate awareness and build trust through the language that they use.  View full show notes here. 

In this podcast, John Klymshyn discusses the power of language and how law firms are able to generate awareness and build trust through the language that they use. <a href="good2bsocial.com/podcast" rel="nofollow" target="_blank">View full show notes here.</a>

Podcast Ep. 76: The Power of Language with John Klymshyn

In this podcast, Guy interviews Robert Weiss, a marketing president at MultiVision Digital. Listen to the advice Robert has for attorneys looking to incorporate video as part of their law firm’s content marketing strategy. In the episode, Robert shares tips and techniques for developing engaging and effective law firm video marketing content to attract clients. You can connect with Robert on his website or LinkedIn.  You can access the podcast show notes  here.

In this podcast, Guy interviews Robert Weiss, a marketing president at MultiVision Digital. Listen to the advice Robert has for attorneys looking to incorporate video as part of their law firm’s content marketing strategy. In the episode, Robert shares tips and techniques for developing engaging and effective law firm video marketing content to attract clients. You can connect with Robert on his <a href="https://nyccorporatevideoproduction.com/" rel="noopener noreferrer nofollow" target="_blank">website</a> or <a href="https://www.linkedin.com/in/robertweissnyc/" rel="noopener noreferrer nofollow" target="_blank">LinkedIn</a>.  You can access the podcast show notes <a href="https://good2bsocial.com/podcast-ep-101-law-firm-video-marketing-success-how-attorneys-can-craft-engaging-videos-to-attract-clients/" rel="nofollow" target="_blank"> here</a>.

Podcast Ep. 101: Law firm video marketing success: How attorneys can craft engaging videos to attract clients.

The 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 the channels where your clients can search and find your content, search engines are also a major source which is why this year’s report includes this category. As the digital marketing landscape is constantly evolving, so is The Social Law Firm Index. Each year the algorithm is adjusted to reflect changes in social media, marketing technologies, and overall best practices. The Methodology Upon reading the result of the report some firms wonder why their ranking fell from the previous year or why they didn’t rank well at all. In general, other firms are trying just as hard and a poor ranking doesn’t mean you’re doing something wrong, other firms are just doing better. We collect data and measure analytics March through June which means this report is a snapshot rather than a full year analysis. A variety of measurement tools along with Good2bSocial’s proprietary algorithm generates the scores which we then rank. Thought Leadership: You can’t have a successful social media or SEO strategy without content. In the Thought Leadership category we rank firms based on whether or not they are creating client-centric, engaging content on a consistent basis. Client-centric content is not self promotional, but instead anticipates what your target audience is interested in and provides relevant, educational insights. A lot of firms are already providing this in the form of blogs, but some are in PDF format or buried deep within their site. Other firms rely solely on client alerts to share their content, meaning it doesn’t reach potential clients. Firms that topped this category make a commitment to a variety of quality content that is easily consumed and accessed. LinkedIn When looking at law firms’ LinkedIn profiles we measured the frequency of thought leadership content and use of best practices. We took the number of followers into consideration, but just as importantly, we looked at engaging visuals, curated content, and showcase pages to highlight firm practice areas. Twitter In the Twitter category we measured ratios such as tweets to retweets, tweets to likes, and followers to following, We also looked for best practices like use of hashtags, content curation, and frequency of original tweets. Facebook Facebook is the largest social network, but some firms don’t focus on it. For corporate firms the platform is best used as a recruiting tool or a channel to demonstrate corporate culture and community involvements. In The Social Law Firm Index we analyzed how firms were using Facebook and if they used features like groups and Facebook Live which can increase engagement. SEO SEO was a new category for the 2017 report. To rank law firms on their SEO efforts, we looked at off-page optimization and domain authority. In the future, The Social Law Firm Index aims to include a more in depth SEO analysis. How Can a Firm Improve? After downloading this year’s report, you may question how your law firm can improve their digital marketing efforts. A digital audit can help firms evaluate their social media and SEO practices. Reviewing top firms digital marketing strategies can help you understand how they ranked and how you can implement similar best practices. Download the 2017 Social Law Firm Index

The 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 the channels where your clients can search and find your content, search engines are also a major source which is why this year’s report includes this category. As the digital marketing landscape is constantly evolving, so is The Social Law Firm Index. Each year the algorithm is adjusted to reflect changes in social media, marketing technologies, and overall best practices. The Methodology Upon reading the result of the report some firms wonder why their ranking fell from the previous year or why they didn’t rank well at all. In general, other firms are trying just as hard and a poor ranking doesn’t mean you’re doing something wrong, other firms are just doing better. We collect data and measure analytics March through June which means this report is a snapshot rather than a full year analysis. A variety of measurement tools along with Good2bSocial’s proprietary algorithm generates the scores which we then rank. Thought Leadership: You can’t have a successful social media or SEO strategy without content. In the Thought Leadership category we rank firms based on whether or not they are creating client-centric, engaging content on a consistent basis. Client-centric content is not self promotional, but instead anticipates what your target audience is interested in and provides relevant, educational insights. A lot of firms are already providing this in the form of blogs, but some are in PDF format or buried deep within their site. Other firms rely solely on client alerts to share their content, meaning it doesn’t reach potential clients. Firms that topped this category make a commitment to a variety of quality content that is easily consumed and accessed. LinkedIn When looking at law firms’ LinkedIn profiles we measured the frequency of thought leadership content and use of best practices. We took the number of followers into consideration, but just as importantly, we looked at engaging visuals, curated content, and showcase pages to highlight firm practice areas. Twitter In the Twitter category we measured ratios such as tweets to retweets, tweets to likes, and followers to following, We also looked for best practices like use of hashtags, content curation, and frequency of original tweets. Facebook Facebook is the largest social network, but some firms don’t focus on it. For corporate firms the platform is best used as a recruiting tool or a channel to demonstrate corporate culture and community involvements. In The Social Law Firm Index we analyzed how firms were using Facebook and if they used features like groups and Facebook Live which can increase engagement. SEO SEO was a new category for the 2017 report. To rank law firms on their SEO efforts, we looked at off-page optimization and domain authority. In the future, The Social Law Firm Index aims to include a more in depth SEO analysis. How Can a Firm Improve? After downloading this year’s report, you may question how your law firm can improve their digital marketing efforts. A <a href="https://good2bsocial.com/digital-marketing-audit-a/" rel="noopener nofollow" target="_blank">digital audit</a> can help firms evaluate their social media and SEO practices. Reviewing top firms digital marketing strategies can help you understand how they ranked and how you can implement similar best practices. <a href="https://legalmarketing.good2bsocial.com/2017-social-law-firm-index" rel="noopener nofollow" target="_blank">Download the 2017 Social Law Firm Index</a>

Ep. 25: Behind the Scenes of the 2017 Social Law Firm Index

In this podcast, Maya Koshaba, the Social Media Strategist at Goodwin, discusses today’s multimedia environment and how to best utilize social media in the legal industry.

In this podcast, Maya Koshaba, the Social Media Strategist at Goodwin, discusses today’s multimedia environment and how to best utilize social media in the legal industry.

Podcast Ep. 73: The Evolution of Social Media in the Legal Industry

At 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

At 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 <a href="https://good2bsocial.com/" rel="nofollow" target="_blank">Good2bSocial.com</a>

Ep. 36: The Top 8 Digital Marketing Trends for Law Firms in 2018

Juliet McNulty

Josh Epstein

In 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.

In this episode of the Legal Marketing 2.0 podcast, we chat with <a href="https://www.dlapiper.com/" rel="noopener nofollow" target="_blank">DLA Piper</a>’s Juliet McNulty, Senior Digital Communications Manager, and Josh Epstein, Director of Communications. <a href="https://good2bsocial.com/social-law-firm-index-2017-dla-piper/" rel="noopener nofollow" target="_blank">DLA Piper has been ranked</a> the top firm in the <a href="https://legalmarketing.good2bsocial.com/2017-social-law-firm-index" rel="noopener nofollow" target="_blank">Social Law Firm Index</a> 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.

Ep. 28: DLA Piper's Juliet McNulty and Josh Epstein Talk Digital Marketing on a Global Scale

In this episode of Legal Marketing 2.0, Kathy D’Agostino of Win at Business Coaching discusses how lawyers can shift their perspective and implement one strategy to close more deals. View full show notes here. 

In this episode of Legal Marketing 2.0, Kathy D’Agostino of Win at Business Coaching discusses how lawyers can shift their perspective and implement one strategy to close more deals. View full show notes <a href="good2bsocial.com/podcast" rel="nofollow" target="_blank">here. </a>

Podcast Ep. 68: How to Grow Your Law Firm with Kathy D’Agostino

Alan Schneider

Podcast 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 you wish to show, and the landing page you’re trying to send people to. The lower your Quality Score, the more you pay to rank. If you’re able to increase your Quality Score, your cost per click will be lower. When you start bidding, see where you’re positioned in comparison to others. Then, you can raise your bid incrementally until you’re in the position you want to be in. The key elements of your Google AdWords campaign Ads that reflect your law firm Individual landing pages for each ad Keywords Four types of keyword match: 1. Exact match - searcher must type exact key phrase for ad to show in search 2. Phrase match - searcher must type the entire phrase, but can include additional words 3. Modified broad match - searcher can search any of the part of the key phrase in any any order and the ad will show up 4. Broad match - searcher can type key phrase in any order and google will determine and allow for substitution words What are ad extensions and do they make sense for lawyers? Ad extensions are additional links or information you can include with your ads; this can be hit or miss for lead generation. Whether or not ad extensions are appropriate should be determined on a case by case basis as it may be effective for some law firms and not others. How do you track conversions? Tracking is essential in order to understand what is working for your law firm and what isn’t. AdWords is exceptional at tracking anything with a page via a cookie based tracking code, but lacks in ability when it comes to phone tracking. This is why a combination of AdWords and third party phone tracking services may be best. Takeaway Google AdWords can be a reasonable cost for advertising as it is priced based on the level of competition for your keywords. Unlike other SEO strategies that can take months for significant results to be seen, a firm can tell if AdWords is working after about a week. This is why Alan recommends companies experiment with the bidding and ranking process to see if it proves to be an effective way for your law firm to generate leads. This week's guest, Alan Schneider is the Director of Paid Search at Good2bSocial. He is a 14-year search engine marketing (SEM) veteran and the former co-owner of Mr-SEO.com, Alan manages paid search on the AdWords and Bing Ads platforms for all of Good2bSocial’s clients.

Podcast 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 you wish to show, and the landing page you’re trying to send people to. The lower your Quality Score, the more you pay to rank. If you’re able to increase your Quality Score, your cost per click will be lower. When you start bidding, see where you’re positioned in comparison to others. Then, you can raise your bid incrementally until you’re in the position you want to be in. The key elements of your Google AdWords campaign Ads that reflect your law firm Individual landing pages for each ad Keywords Four types of keyword match: 1. Exact match - searcher must type exact key phrase for ad to show in search 2. Phrase match - searcher must type the entire phrase, but can include additional words 3. Modified broad match - searcher can search any of the part of the key phrase in any any order and the ad will show up 4. Broad match - searcher can type key phrase in any order and google will determine and allow for substitution words What are ad extensions and do they make sense for lawyers? Ad extensions are additional links or information you can include with your ads; this can be hit or miss for lead generation. Whether or not ad extensions are appropriate should be determined on a case by case basis as it may be effective for some law firms and not others. How do you track conversions? Tracking is essential in order to understand what is working for your law firm and what isn’t. AdWords is exceptional at tracking anything with a page via a cookie based tracking code, but lacks in ability when it comes to phone tracking. This is why a combination of AdWords and third party phone tracking services may be best. Takeaway Google AdWords can be a reasonable cost for advertising as it is priced based on the level of competition for your keywords. Unlike other SEO strategies that can take months for significant results to be seen, a firm can tell if AdWords is working after about a week. This is why Alan recommends companies experiment with the bidding and ranking process to see if it proves to be an effective way for your law firm to generate leads. This week's guest, Alan Schneider is the Director of Paid Search at Good2bSocial. He is a 14-year search engine marketing (SEM) veteran and the former co-owner of <a href="http://Mr-SEO.com" rel="nofollow" target="_blank">Mr-SEO.com</a>, Alan manages paid search on the AdWords and Bing Ads platforms for all of Good2bSocial’s clients.

Ep. 16 How Google AdWords Helps to Increase Qualified Leads for Law Firms with Alan Schneider

Molly Porter

Seyfarth Shaw

Molly 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/ 

Molly 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 <a href="https://good2bsocial.com/" rel="nofollow" target="_blank">https://good2bsocial.com/</a>

Ep. 30: Seyfarth Shaw’s Molly Porter on Creativity in Marketing

In this podcast, Stacey Brown Randall discusses her five steps to generate referrals without asking. From identifying referral sources to executing a referral process, Stacey discusses how law firms can create meaningful and memorable touchpoints to build stronger relationships. View full show notes here. 

In this podcast, Stacey Brown Randall discusses her five steps to generate referrals without asking. From identifying referral sources to executing a referral process, Stacey discusses how law firms can create meaningful and memorable touchpoints to build stronger relationships. View full show notes <a href="good2bsocial.com/podcast" rel="nofollow" target="_blank">here</a>.

Podcast Ep. 67: How to Generate Referrals Without Asking

Elonide Semmes

Law 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 clients and to find out more about them and their company generally – where they’re at and where they’re going. As a result lawyers get a skewed view of what’s important to the client because they’re only getting the view of what’s important to that matter. Market research can help identify the bigger — and softer — concerns clients and prospects have. Three points of resistance with research: 1. To reiterate, firms think they know everything. They may already know 80% of information gleaned from market research but the devil is in the details. That other 20% can make a brand resonate with the buyer. 2. They don’t want to hear about some of the things they haven’t done as well. 3. The research may reveal fundamental changes needed to their business. How does a law firm marketers convince the decision makers at the firm to do brand research? First, mine your own data. Focus research on one particular issue or sector. Second, do competitor analysis. Elonide provides examples of how brand research made a difference with clients and how it helped a firm expand. Affordable brand research include: - Digging into your analytics to see patterns. - Taking a closer look at financial data. - Doing surveys. Tip: Use a survey tool when sitting at a booth at a trade show. Meaningful insight can be gained by answers to just five questions from the targeted audience. - Email newsletter data such as open rates, click-throughs, A/B testing, etc. Elonide Semmes is the founder and president of Right Hat, a branding agency that focuses on helping companies that have offerings that aren’t always so easy to understand. She is a founding member of the Legal Marketing Association Mid-Atlantic chapter and was inducted into the Legal Marketing Association Hall of Fame. She is passionate about brand design driven by research, not assumptions.

Ep. 14 Law Firm Brand Research With Elonide Semmes

Chris Fritsch

The 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 law firms, time is money. - Others want to identify and leverage relationships. - Later, you can add client team support, an alumni program, business development tracking, pipelines for opportunities, and other activity tracking. CRM is a fundamental change and improvement in how the firm manages its most important assets: relationships. It’s not a project or initiative that just ends. It’s an ongoing effort. What is the best way to get your attorneys to adopt CRM technology? - Assess your needs up front. - Don’t roll out CRM firm-wide all at once. Do it strategically by group. Find a distinct group where CRM can be a benefit and deploy on a micro level. Chris offers a few law firm examples of successfully implementing CRM. - Training and communication are essential. What about the quality of the law firm’s data? Thirty percent of your data degrades every year – people move, get married, change jobs, get promoted, retire, etc. If you don’t keep up with the changes, within two or three years, your data will be completely degraded. The key to CRM success is clean, complete, and correct data. How clean your data is affects your campaign delivery to the recipients. When bounces come back, someone need to go through them, research them, and update them. Start with a manageable data set, such as the top 50 or 100 clients. Bring that data over first and validate the data. As the market has become competitive it’s tremendously important for law firms to do coordinated business development, and that involves tracking, pitches, RFPs, last step, next step, and have all of the historical information to be able to predict revenue, even hiring and expansion. About our guest: Chris Fritsch is Founder and President of CLIENTSFirst Consulting, a strategic business development technology consulting firm that focuses on CRM, eMarketing and related technologies for leading law and other professional services firms. Chris applies her background in law and more than 15 years of legal marketing, business development and technology experience to help her clients grow and succeed. Chris is a popular speaker on CRM, eMarketing and Competitive Intelligence topics in the professional services arena. Website: ClientsFirst Consulting | Twitter: @CRMSuccess

Ep. 10 Law Firm CRM With Chris Fritsch

In today’s podcast Marcela De Vivo of SEMrush, speaks with us about common SEO mistakes, Google’s featured snippets, and the connection between user experience and SEO for law firms.   View full show notes here.

In today’s podcast Marcela De Vivo of SEMrush, speaks with us about common SEO mistakes, Google’s featured snippets, and the connection between user experience and SEO for law firms. View full show notes <a href="good2bsocial.com/podcast" rel="nofollow" target="_blank">here</a>.

Podcast Ep. 63: The Connection Between User Experience and SEO for Law Firms

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