April 10th, 2014|
The Lie: Social Media doesn’t generate leads.
Congratulations! You’ve embraced the new and ever-evolving world of social media! You’re posting engaging content and boosting your best posts; your reach and engagement levels are growing from month to month; and your recent campaign tripled your audience. You’ve knocked this one out of the park, right?
Don’t get too comfortable. You might be missing everyone’s favorite metric: leads.
We like leads.
Leads generate business, and we seek every opportunity to generate business for our clients. But an opportunity is frequently overlooked in social media due to the misconception that it isn’t possible to acquire leads via social. (more…)
February 25th, 2014|
The Lie: Anyone can manage your social media.
It’s fairly common to see business executives hand their social media presence over to the millennial in the office, typically an intern or young office assistant. While these individuals are often great at connecting with each other on social media, they might not be the best option for connecting your brand, and I’ll tell you why:
Social media has the power to connect directly with customers, to engage users in conversation about your product or service, and to present your brand to an audience of millions. That’s a big responsibility. Is your social media manager qualified to do these things effectively?
When you’re looking for someone to manage your social media, being a millennial doesn’t always mean they have the knowledge and skillset required for the job. At cj, our social media specialists have 4 key areas of expertise. (more…)
January 24th, 2014|
Keep On Radar, Wait for Acceptance By Mainstream/Larger Audience
Back in December, Twitter made headlines when it began experimenting with a new feature dubbed “Nearby.” This new timeline feature lets mobile app Twitter users see tweets from other nearby Twitter users whether they follow them or not. This feature will likely get more media coverage in the coming months. For now, law firms should be aware of this new feature but hold off on taking action until it rolls out to a wider audience.
The service appears to be in beta-mode, only available to a limited pool of mobile users who have elected to share their location information on Twitter. It seems like an obvious play from the microblogging service to gain a foothold into local marketing space and compete with services like FourSquare, Yelp and Google for local advertising dollars.
There are a number or reasons why law firms need to be aware of this service and keep it on their radar screen.
Engagement – This feature let’s users and businesses see what’s happening around them. It gives you the ability to monitor conversations, see what your potential clients are talking about. It also let’s you monitor what other businesses (and competitors) are discussing .
Amplification – The new service lets all users near you see your tweets whether they follow you or not. This gives you the ability to be found by a group of Twitter users who may not otherwise have found you or seen your tweets. As always, make sure you have something relevant and interesting to say when expanding your audience.
Community Goodwill/Branding – This is another tool in your marketing toolbox to help you brand your firm in your community and build goodwill. Promote and retweet nearby charities and non-profits, particularly those with whom you have an existing relationship. Pay attention to neighborhood issues that affect your surrounding community. Be part of the conversation.
So what do you do next? Stay tuned. This feature is still in testing mode. As it gains traction and more information becomes available, we will keep you updated with news. More importantly, we’ll create a plan of action that will let your law firm get the most out of emerging marketing opportunities like this.
We’ll continue to monitor Twitter’s “Nearby” feature as it rolls out. Your client services representative will contact you when action is needed to begin utilizing this service.
January 23rd, 2014|
To rattle off the names of all the law firms EXP worked with and visited in 2013 would sound like the Johnny Cash song I’ve Been Everywhere. Suffice it to say, this was a crazy friggin’ year for us. The EXP crew worked with more law firms, traveled to more locales, and shot more videos than ever before.
Check out these numbers and this video to see what EXP did in 2013:
- Produced 417 videos and commercials
- Visited 7 different cities
- Collaborated with 17 different law firms
- Shot 11,214 minutes of footage
December 20th, 2013|
Being a lawyer who advertises ain’t easy. You work your ass off building and maintaining a top law practice 364 days a year. But then on day 365, you have to transform into a polished TV spokesperson. Pressure? Not with Creative Services watching your back.
Nothing makes us happier than helping you say a killer line the way it needs to be said. Our producers and crew work tirelessly so that, after a shoot, you return home a conquering hero.
Even though we go over all the details well ahead of time, the more you know the better. As you ponder New Year’s resolutions for 2014, here are the essential dos and don’ts of a lawyer commercial shoot.
November 26th, 2013|
We all know the world of SSDI is changing every day. With the trend of purchasing leads becoming increasingly popular, we decided to take a look at the raw data. Here are the cold, hard, facts:
*Case study based on 100 branded leads and 100 paid leads.
Avg. Branded Sign-Up Ratio – 24%
Avg. Paid Lead Sign-Up Ratio – 9%
Firms used in calculations: FST, RHS, CRL/CRL partner markets
*Case Study Based on a $60 cost per branded call, and $30 cost per Paid Lead.
While we do believe paid leads can be an effective supplement to your caseload, it’s clear that brand generated leads are higher quality.
What are some of the issues with paid leads? First, most paid lead vendors don’t guarantee contact causing frustration for your firm to track them down. Second, paid leads often include a high percentage of SSI and initial app claims, both of which are lower value than a SSD denial case.
Brand generated leads are reaching out to your firm, putting trust in your system that you can get them what they deserve. Paid Leads can be used as a supplemental lead supply, but dollars spent here should never be used to replace or outgrow brand generated leads.
If you’d like to discuss re-allocating some of your Paid Lead budget back to branded dollars, or have any questions, please contact SSD Strategist, Richmond Williams.
October 9th, 2013|
There was an article posted on Forbes.com back in February that’s just now getting attention in the IP circles. It focused on a Wisconsin case dealing with keyword advertising where one firm bought another firm’s name in their PPC program that ended in a lawsuit. Sound familiar? All too familiar I’m afraid, but there was a twist. The plaintiff in this case did not sue under trademark law or the new theory of unjust enrichment; instead they used a Wisconsin statute concerning “publicity rights”. Publicity rights law protects individuals (names, images, etc.) from being used for commercial purposes with authorization. The plaintiff’s firm name was the last names of the three partners. As we already know, you can develop trademark rights in your last name and use those laws successfully to fend off infringers under certain criteria. Using publicity rights was odd strategy to say the least, and as you might expect, the plaintiff ended up on the losing side of the argument. If the action had been pursued under trademark law, I believe the outcome would have been totally different. (more…)
September 20th, 2013|
Legal matters are adversarial by nature. It’s usually somebody versus somebody else. But for personal injury lawyers, the battlefields sprawl beyond courtrooms and negotiating tables. Successful firms must implement marketing and business strategies that other lawyers can’t even fathom.
That’s precisely why cj Advertising invited Kaihan Krippendorff to be our keynote speaker at cj Conference 2013: Create Your Advantage. He’ll teach us how to recognize the right business moves and when to make them.
September 11th, 2013|
One of the great advantages of being a cj client is tapping into the wisdom of other likeminded personal injury entrepreneurs. This agency fosters an environment where clients help each other solve issues with business strategy, case opportunities, and best of all, marketing.
In Creative Services, we toggle between being a conduit for this free exchange of ideas and a constant source of new creative. Our Select Shoot package is a great example of how we embrace both roles in order to best serve our clients. (more…)
September 5th, 2013|
In our ongoing attempts to get a straight answer from Google regarding their monitoring of trademarks being used without authorization, our interactive team came across a procedure for filing complaints that also serves as a registration portal for trademarks. Simply put, by registering our trademarks with Google they too will assume some responsibility for monitoring for unauthorized trademark use in their ad copy. (more…)