Category: Advertising

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10 Things to Improve Your Expert Witness Business

on April 12, 2023

  1. Build a Strong Reputation

An expert witness’s reputation plays a vital role in their business. Your reputation should be protected at all costs, including turning down some potential cases if they are outside your expertise or when an attorney wants you to opine contrary to your knowledge. By providing high-quality and objective expert services, an expert can build a strong reputation which will improve your business.

2. Networking

Networking is essential to increase any business. Join professional associations and attend conferences. Sure, you should do this in your own field of expertise. More importantly, attend those conferences that are filled with lawyers. Apply to speak at legal conferences or other trade conferences where you’re the only expert talking about your field of expertise. That is how you differentiate yourself and become top of mind for the attendees.

3. Create a Strong Online Presence

A strong online presence is essential. Build a website that showcases your expertise, experience, and credentials. Some paid advertising is also necessary to point to your website. Naturally, we recommend you market your services through Experts.com. Also, make sure to have a presence on social media platforms like LinkedIn. Learn to engage on social media. Engage with lawyers who may need for your expertise.

4. Collaborate with Lawyers and Law Firms

Build relationships with lawyers and law firms. Offer to provide them with educational materials, such as webinars or articles, to help them stay current on developments in your field. A “lunch and learn” could be a good idea. You buy lunch for the firm and give them an hour of your knowledge.

5. Develop Specialized Expertise

I know what you’re thinking. “I already have specialized expertise!” In this case, I’m talking about niching down even further. Find that sub-category of your field that is heavily litigated and refine your knowledge and experience in that sub-category.  Develop this niche so you can market it to potential clients. As an example, a mechanical engineer focusing on robotics and mechatronics. Or, an accident reconstructionist who focuses on motorcycle accidents. Continue to refine your niche.

6. Build a Strong Referral Network

Word of mouth referrals are the best source of business for expert witnesses. Build a strong referral network by building relationships with attorneys, paralegals, legal assistants, and other legal professionals.

7. Publish Research / Articles

Publishing research / articles in professional journals and industry publications help to establish you as a thought leader in your field. I know this is concerning to many experts. Lawyers have made experts fearful of publishing content. There are ways to do it more generally so an attorney cannot use the content against you in the future. Also, there are appropriate responses to lawyers who try to impeach your credibility with a previous publication.

8. Offer Educational Services

Offering educational services, such as training seminars or webinars, can help to build your reputation and increase your visibility. All kinds of legal organizations, paralegal associations and bar associations want to offer Continuing Legal Education (CLE) credits to lawyers. You could become one of the providers teaching about your area of expertise.

9. Provide Excellent Customer Service

It should go without saying. Provide excellent customer service to your clients. Be kind on the phone. Be responsive and pleasant in emails.

10. Continuously Communicate with Clients

You may have done a great job with an attorney previously and they’d love to use you again, but years later they forget your name and your contact information. You should be collecting emails and asking existing and previous customers if you can include them on your newsletter. The newsletter does not need to be overly complicated. It can be simple updates on your field of expertise or a pertinent news story. It’s just a quick update that keeps you top of mind with existing and past clients.

If you’d like to learn more about the Business of Expert Witnessing, join Dan Sandman, Esq. and I, on 4/27/2023. Sign up here: https://xprts.us/ExpertBiz.

This blog post created with the assistance of ChatGPT.

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Super Bowl LVI: How COVID-19 Has Influenced Marketing Strategy

on February 8, 2022

It is indisputable that COVID-19 has inflicted its wrath on the United States. Americans have been impacted in ways never experienced before, pivoting from variant to variant while adjusting to ever-evolving public health guidelines from the CDC and other governing bodies. To boot, joblessness has skyrocketed, and inflation is at an almost forty-year high at seven percent. In fact, COVID has affected nearly every aspect of our lives.

Despite the daunting cons, there seems to be a light at the end of this dark two-year tunnel. The opening of concerts, sporting events, playhouses, and other in-person entertainment sites brings hope for a “new normal.” Fans around the country are getting ready to celebrate the biggest game in sports, the Super Bowl. Not just football anymore, the highly anticipated Super Bowl has become unmatched in football strategy, mid-show entertainment, and must-see sponsorships. With the help of Experts.com Member, Dr. Larry Chiagouris, Professor of Marketing, Lubin School of Business, Pace University, this blog will discuss COVID’s impact on the marketing industry and the changes, if any, fans can expect during Sunday’s game.

As a Professor of Marketing, Dr. Chiagouris is aware of the ever-changing shifts in messaging and methods businesses implement. During the pandemic, he noticed the most significant change in business-to-business (B2B) marketing. “For B2B, video sales presentations have become the norm to limit the travel expenses and exposure to COVID-19. What we are learning is that these presentations can be effective, but many marketers are still learning how to more effectively use remote sales tools. Business sales professionals have not yet perfected their game at using virtual presentations effectively.” Visual content is crucial for compelling pitches, negotiations, and overall communication when conducting business remotely. Dr. Chiagouris suggests marketing strategists direct more attention to developing high-quality content and graphics.

For business-to-consumer (B2C) marketing, branding professionals are responsible for capturing consumers’ attention and persuading them to purchase a company’s goods and services in digital and physical spaces. Dr. Chiagouris explains, “Marketers need to better understand the opportunity to reach consumers at home during the day. Because so many white-collar workers are now working from home, daytime television has become a much more popular and effective tool to reach consumers. Particularly moms and dads who are home with children and can be more easily reached during the day than prior to the pandemic.” He suspects two factors will influence marketing this year, more people than ever are working from home, and they care about their safety and security. Since national crime rates continue to climb, Dr. Chiagouris suggests that companies selling security-related products like home-alarm systems and front-door camera apps take advantage of the demand and the number of consumers constantly looking at their screens. Online delivery services will also be in high demand this year. Amazon, Walmart, and Instacart are a click away from all household needs, and Uber Eats, DoorDash, and Grubhub are not far behind with whatever suits one’s palette. Social distancing and integrating the work-from-home lifestyle has required marketers to reach a new level of innovative thinking for campaigns, more like those aired during the Super Bowl.

When the first Super Bowl occurred in 1967, it revolved around the game, the calls, and which team reigned supreme (the Green Bay Packers beat the Kansas City Chiefs 35-10). It was not until 1984 that the most significant event of the year became known for more than just an old-fashioned game of American football. Apple’s “1984” themed commercial announcing their Macintosh Computer was the Super Bowl advertisement that started the trend of “high-end” commercials fans know and love today. According to Business Insider, “Steve Jobs wanted an ad to announce the advent of Macintosh that would stop the world in its tracks.” Apple’s commercial was so successful that it made the Super Bowl the Super Bowl of Advertising from that year forward. Since then, there have been record-breaking ad costs from sponsors to out-perform their competitors year after year. Memorable commercials from Super Bowl LV include State Farm’s “Drake from State Farm,” M&M’s “Come Together,” and Uber Eats “Wayne’s World & Cardi B’s Shameless Manipulation.” An article from Variety stated last year’s Super Bowl produced approximately $545 million in in-game advertising. It is yet to be determined whether last year’s record-breaking cost will be surpassed on Sunday, but the prediction that it can is plausible for two reasons.

(Photo Credit: People Magazine)

According to Statista, during the Super Bowl, there has been a significant increase in 30-second TV advertisements from 2002 to 2021. Because it is one of the most viewed broadcasts annually, sponsors will not hesitate to pay top dollar for airtime. From the statistics, it is inferred that the total cost of in-game advertising would also increase. If this trend continues, Super Bowl LVI is set to surpass last year’s in-game advertising record.

Another component to consider regarding the Super Bowl commercials is the element of surprise. Dr. Chiagouris states that audiences, “Want to see something that they have not seen before. Commercials aired during the Super Bowl which look and feel like all other pre-game spots will not attract the attention needed, given the high cost of commercial time during the Super Bowl. More out-of-the-box thinking and creativity is needed.” These commercials are the most anticipated ads of the year. Instead of turning the channel, people anxiously wait for each new ad. Sponsors realize the more creative the ad, the more revenue for the company. The commercial content Super Bowl sponsors will adopt this year remains to be seen, but it is safe to assume they will not be COVID-19 related. “I think that consumers are fatigued regarding the COVID-19 pandemic and are ready and willing to turn the page,” said Dr. Chiagouris. As vaccines are administered, and businesses are opening again, including the Super Bowl itself, normalcy is reinstated into daily life. Super Bowl Sunday has always been a day to escape, indulge, and engage in friendly competition. COVID-related commercials would perpetuate the doom and gloom Americans are all too familiar with after two years. As Dr. Chiagouris said, sponsors would be wise to keep it lighthearted. The Super Bowl LVI: Cincinnati Bengals vs. Los Angeles Rams airs on Sunday, February 13th, 2022, at Sofi Stadium in Inglewood, California.

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Google Antitrust (Part 1): Search Engine Optimization, Or Monopolization?

on November 16, 2020

On October 20th, 2020, The United States government, along with several states (AR, FL, GA, IN, KY, LA, MS, MO, MT SC, and TX), filed an antitrust lawsuit against technology company, Google LLC, for illicitly continuing monopolies in general search services, general search text advertising, and search advertising. Google has been accused of maintaining control of these markets through exclusionary practices, which prohibits the expansion of competition throughout the internet technology industry. The basis for this accusation is Google’s alleged violation of Section 2 of the Sherman Act, 15 U.S.C. § 2, which bans monopolies in trade and commerce. Along with previous antitrust cases, it is important to review the nature of the lawsuit. Since Google is being accused of antitrust in several areas, the case’s foundation will be broken up into two sections.

1. General Search Services: Within the last twenty years, Google has transitioned from a new start-up to one of the richest companies on Earth, making as much as $160 billion a year. Because search engines are dispersed throughout a variety of devices, such as smartphones, tablets, and laptops, user search queries in the United States have surged in the last decade. Search engines are the most effective when they are set as the default. For example, if a consumer uses a Dell, they are more likely to have Bing as the default search engine, unless the user changes it to Google, Firefox, etc., which rarely occurs. In addition, Google pays billions to a plethora of distributors spanning from device manufacturers, wireless carriers, and browser developers to set their search engine services as the default. Because Google pays companies like Apple, Motorola, Mozilla, AT&T, and UCWeb to secure their search engine as the default, along with the lack of users changing their default engine themselves, the lawsuit alleges the deals made by Google were intended to eliminate competition among other search engine providers. In fact, 90% of all generated-search engine queries have been searched through Google. It does not cost anything to search online. So, it begs the question: how were they able to make billions of dollars?

Google Search adding site favicons to every result - 9to5Google

2. Search Advertising/General Search Text Advertising: Google utilizes consumer information and search queries to sell advertising. Since Google is the default search engine for various devices, they receive almost $40 billion from advertisers to place ads on their search engine results pages (SERP). Because Google receives 90% of search engine traffic (that’s billions of eyeballs on tailored ads), these deals create difficulty for smaller rival search businesses to compete and incentivizes advertisers to stay with Google rather than switching to another company that cannot perform on such a grand scale. The services Google provides require intricate algorithms which collect vast amounts of data used to tailor content based on a user’s search query. For example, if you search holiday discounts for a Keurig coffee maker, you might see an ad for the exact search entry two days later, which is what advertisers want. These deals ultimately engender a continuous cycle of anticompetitive behavior from Google and thwart potential competition, giving the United States government and various states another reason to issue an antitrust lawsuit.

With the nature of the case in mind, Google’s ever-growing power is concerning. Is Big Tech too influential in the economic and advertising sectors? Shouldn’t consumers be aware of Google’s seemingly anticompetitive tactics? As the world continues to enter a digital age, how will this case change the ways in which internet companies conduct business ventures? Stay tuned as our Experts.com Members give their input on the subject in Part 2: coming soon.

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2018 Lawyernomics Conference: Content Marketing to Build Connections with Clients

on May 8, 2018

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.

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

on October 27, 2015

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.

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THE BUSINESS OF LAW

on September 12, 2012

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.

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

on October 27, 2010

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.