Category: Advertising

AdvertisingExpert WitnessLawyers

2018 Lawyernomics Conference: Content Marketing to Build Connections with Clients

lawyernomics.PNG

The 2018 Lawyernomics Conference is less than two weeks away and I’m excited! This year, I’ll be attending, and representing Experts.com. What is Lawyernomics, you ask?

Lawyernomics is a conference created and hosted by Avvo, a leading digital company helping clients to research, find, and retain lawyers. It is also a platform for attorneys to promote their services and knowledge so they can be found by the right clients at the right time. The Avvo concept is not dissimilar from Experts.com. Avvo serves lawyers and consumers. Experts.com serves lawyers and experts.

Why am I excited? Several reasons:

One, I get to meet a ton of lawyers looking to improve and grow their legal practices. Meeting lawyers and informing them about the service we offer is something I love to do. We always want to build relationships with the lawyers who will be retaining our members in the future.

Two, the conference this year is all about building “connections.” Building connections is a huge part of what I do (connecting lawyers with experts). The “cherry on top” about this years theme, content marketing, is a big piece of the conference according to this post from Avvo: Lawyernomics 2018 aims to help build strong connections – and strong practices. As our readers and members know, I’m a huge proponent of content marketing. I spend a significant amount of my time creating and sharing content (some content by our members and other content for our members). Our customers are regularly made aware of the benefits of creating and publishing content in the form of articles, case studies, video/webinars, live video, and more!

Finally, attending the conference means I get to see and meet some great friends. Some I’ve met before and others I’ve connected with digitally and get to meet in person for the first time. It is always exciting to meet people in person after getting to know them online. Experts.com has built some amazing friendships, collaborations, and business relationships by being active online and creating and sharing valuable content! Content marketing and embracing digital platforms have changed our business; I cannot wait to be there to see others learn how it can change their business as well.

Speakers & Sessions I’m Excited to See:

The conference has a really impressive lineup this year. I’m really looking forward to meeting and learning from many of the speakers.

The Avvo Team:

There will be a lot of speakers from Avvo taking the stage over the two-day conference. I have not met members of Avvo in the past, so I’m most looking forward to speeches by Avvo’s Founder and CEO Mark Britton who will be providing a welcome speech. It’ll be interesting to hear about the things he has learned as the founder of the company, especially now, as I understand he’ll be leaving the company in the near future. It is always nice to hear about the progression of a company from someone who was there at the beginning.

Also, since I’m a fan of shiny new objects, I look forward to hearing from Avvo’s Product Manager, Danielle Martin. She’ll be speaking about the new features and new products Avvo will be offering to their members. It is always a pleasure to see new product offerings.

Creating Compelling Content Through Video, Podcasts and Other Marketing:

I am likely to pay dearly for not mentioning them first, but I have to take my chances. My friends Alycia Kinchloe of Kinchloe Law and Nicole Abboud of Abboud Media are hosting a session about creating compelling content. As you read above, I’m kind of into content creation. These lady lawyers are amazing! They are constantly creating spectacular content for the legal community, clients, and the niches in which they work. I am good friends with both, but I have yet to meet Alycia “in real life.” The three of us regularly interact and collaborate on content and other ideas through the LegalMinds Mastermind Group.

Growing Your Firm with Digital Marketing:

Seth Price, another member of the LegalMinds Master Group, is the Founding Partner of Price Benowitz LLP and Founder and CEO of BluShark Digital. Seth is an exceptionally knowledgeable lawyer and legal marketer. He’ll be discussing SEO, PPC, blogging, and social media marketing for lawyers. Many of these topics are of great interest to my expert witness members and I’ll be looking for the gold nuggets I can bring back to share with my customers.

45 Ways to Make Your Firm More Client-centric:

Gyi Tsakalakis, is the Founder of AttorneySync, a digital marketing agency for attorneys. This will be a spectacular session because it is focusing on customer service. Anything that helps improve the customer experience and delivery of a quality service is a must. Gyi will be discussing the implementation of client feedback systems, improving the client experience, and singing the praises of customers and clients.

The Age of Data Driven Law:

Patrick Palace, is the owner of Palace Law, a workers compensation and personal injury firm in Seattle, Washington. I met Patrick, albeit briefly, at the ABA GPSolo / GLSA conference last month. This time, I’m looking forward to getting to know him a little better and especially to learn all about the use of big data in the practice of law.

Patrick will be joined by Jack Newton who is the Co-Founder of Clio, a top-of-the-line law practice management service focused on helping lawyers spend more time with clients and less time on administrative tasks. I met some really great folks from Clio at the last conference, including Joshua Lenon, so I expect good things once again. Plus, if you combine someone with law practice management software for small and medium firms with the owner of a small/medium firm, I can only imagine there will be awesome insights on the use of data.

UPDATE: It seems that Jordan Couch of Palace Law will also be attending. I was unaware or I would have included him on my list of people I’m looking forward to seeing. I’m ashamed of my oversight. Deepest apologies, Jordan. 🙂

If you cannot tell, I’m really looking forward to this event. I anticipate having some useful and actionable information to share in future blog posts upon my return.

AdvertisingConsultantsExpert WitnessLawyersLivestreaming

Expert Witnesses Embrace Digital Media Platforms – Interview with Attorney Mitch Jackson

On October 14, 2015, Experts.com interviewed Expert Witness and 2013 California Lawyer of the Year, Mitch Jackson, on the benefits of Expert Witnesses embracing digital media to promote their services. To watch the interview, click the link below.

Mitch Jackson was admitted to the California Bar in 1986 and immediately opened up his own practice representing victims of personal injury and wrongful death. In 2009, Mr. Jackson was named Orange County “Trial Lawyer of the Year,” by the Orange County Trial Lawyers Association. In 2013, he received the California Lawyer Attorneys of the Year (CLAY) Award for litigation. According to California Lawyer Magazine, the CLAY Award recognizes attorneys who have changed the law, substantially influenced public policy or the profession, or achieved a remarkable victory for a client or for the public and have made a profound impact on the law. Mr. Jackson is also an expert witness in legal malpractice matters.

Mr. Jackson is an active social media influencer with a strong presence on Twitter, Facebook, Periscope, Blab, Instagram, among others. In addition to his legal practice, Mitch Jackson maintains several websites promoting: livestreaming, communication, Rotary service, and, most importantly, “Being Human.” To learn more about Mitch Jackson, his practice, and his social influence, visit the following sites:

http://jacksonandwilson.com/
http://streaminglawyer.com
http://human.social/

Experts.com was established to allow professionals a platform to showcase their areas of Expertise. Since 1994, we have been providing millions of users worldwide with access to specialized knowledge. We believe our members should have control over monetizing their specialized knowledge and expertise. In this day in age of high technology, there is no need for a broker or middle man to mark up fees or market your expertise. Put your best foot forward with Experts.com.

AdvertisingConsultantsExpert WitnessMarketing

THE BUSINESS OF LAW

Attorneys can be so overwhelmed with the practice of law that they lack time for the practice of business. Between consultations, research, writing, court time, hour-logging, etc., there is little or no time to number-crunch for the highest profit. Many large firms have in-house accountants to mind the books but, even then, the traditional practice of law can hinder a firm’s profitability. The perfect example exists in the Expert Witness arena. The legal industry has a tendency toward the old adage, “If it ain’t broke, don’t fix it.” This is all well and good if, indeed, “it ain’t broke,” but the Expert Witness industry has changed drastically over the last 15 years.

Prior to the computer age, when information was hard to come by, the best way to procure an Expert was through a Broker. Broker’s compiled lists of Expert Witnesses and Curriculum Vitae otherwise unknown to attorneys. The Brokers would then, and still do, charge attorneys a fee to retain those Experts. The cost is usually a 30%-60% mark-up over the Experts’ hourly rates. Though some Brokers offer a brief vetting of Experts, it is not worth the severe mark-up and attorneys are still required to do their own due diligence.

Expert Witnesses No BrokerToday, with information readily available on the internet, there is no need for a Broker’s services. Established and well-respected website Directories have made public and free what was once private and costly. The very same Expert Witnesses are marketing their services with these online Directories and negotiating their own terms with no middle-man. According to Expert Witnesses, the most common dissatisfaction with Broker referral services is their ineffective means of collecting from their law firm clients. With the Experts in control, getting paid is getting easier.

The Expert Witnesses have it figured out. Why attorneys would pay exorbitant amounts for what they could get free of charge is baffling. It’s time for law firms to focus on the bottom line, fix what’s broken, and save thousands of dollars annually. Nothing else makes good business sense.

AdvertisingConsultantsExpert WitnessMarketing

Expert Witness & Consultant: To Advertise or Not to Advertise?

At the risk of sounding self-serving, we do believe that the following information should be shared with Expert Witnesses and Consultants for their benefit as well.

The age-old argument of whether it is best to advertise in lean or lucrative times has definitely been put to the test these last few years.  Those who understand the marketing industry would tell you that there should always be money in the budget for advertising.

Some Expert Witnesses and Consultants claim that they have so much business that they don’t need to advertise.  To this, great caution is advised – unless, of course, they have the all-knowing crystal ball.  As we already know, business is never static.  The engagements that one may be working on now will come to an end and there is no guarantee that the same profitability or source of income will return.  Confucius was not a lobbyist for the advertising industry, but in his timeless wisdom, he did profess that it was necessary to, “Dig the well before you thirst.”

The same holds true for the lean years.  Yes, budgets will be tighter and reasonably so.  It has been said, however, that if you are not advertising your business, you’ll be advertising that you’re out of business.  The Experts who spend a little to get their names out there have a better chance of making more during hard times.

Internet Marketing:   In his book, The New Rules of Marketing and PR, David Meerman Scott says that, “…Web marketing is about delivering useful content at just the precise moment that a buyer needs it.”  He goes on to say that advertising content must be built specifically for niche audiences, in this case, attorneys, the media, businesses or anyone in need of higher knowledge.  Expert Witness Directories target this specific niche.

Which Expert Witness Directories to Choose:  There are many different Expert Witness Directories out there.  Where to spend marketing dollars is a tough decision. Here are a few things to consider:

  • The Directory Should Be “Free” To The User
  • The User Should Not Have To “Sign In'” To Use The Directory Services
  • The Directory Should Be User Friendly
  • The Expert And Consultant Profiles And Contact Information (and possibly CVs) Should Be Visible To The User
  • The Directory Should Advertise In Legal & Business Venues
  • The Directory Should Not Broker Your Engagement Or Take A Referral Fee*

As it is part of growing and sustaining your business, advertising should be taken seriously and done professionally.  If done properly, it can be an affordable and effective way to help protect against hard times and maintain profitability in good times.

*It is our opinion that Expert Witnesses and Consultants should have direct contact with the client and control over the negotiation of their fees and services.  Fee mark-ups cost law firms more for Expert Witness Services, and, in this troubled economy, they are less likely to pay unnecessary fees.  Experts and Consultants end up pricing themselves out of the market with the mark-ups that brokers impose upon them.  Experts.com DOES NOT broker or mark-up the fees of its Expert Witnesses and Consultants.