Category: Marketing

Social Media Icons - Expert Witness Practice
Expert WitnessMarketingSocial Media

Pt. 3: How To Make Your Expert Witness Practice Noticeable

on February 13, 2024

INTRODUCTION

Now that you know how to define your personal brand and turn it into tangible content, it is time to be strategic. You must choose the digital and social platforms to share your expert witness practice. The plethora of options for expert witnesses to market themselves are overwhelming. Thankfully, Experts.com has a few suggestions. The final part of this blog series will help you narrow down the wide list of digital platforms for effectively marketing your expert witness practice.

Expert Witnesses Exchanging Ideas

SHARE YOUR EXPERT WITNESS BRAND

HOW TO LIMIT YOUR OPTIONS

There are positive and negative consequences to everything we do in life. Marketing plays by the same rules. For instance, posting too frequently with content marketing will overwhelm your audience. To add, it also diminishes the importance of your message. Implementing a basic strategy will help you effectively promote your practice.

The last stage helps you pick the platforms and content types to commit to or are most relevant to your practice. Ask yourself these 6 questions:

  • How much time can I spend sharing my expertise with the online community?
  • What platforms do I enjoy the most?
  • Which platforms do my target audience frequently use?
  • Would I rather record videos and podcasts or write articles and social media copy (like polls and discussion posts)?
  • Which content types are easily digestible for my audience?
  • What results am I seeking, and will my chosen platform achieve the desired results?
    • Result examples: clicks, shares, comments/engagement, followers, profile impressions, etc.

When choosing your platforms, it is undeniably important to understand your business goals and your target audience. Growing an online presence means sharing valuable insight with those who seek your expertise. But the last thing any professional wants is to experience burnout. Content creation is not an easy task, let alone mixed with a full-time job. A sentiment to remember is that content marketing should complement and boost your expert witness practice.

Overall, it is advantageous to choose your platforms and content types strategically. Attempting to tackle all of them is simply unattainable. Answering the questions above can help you scale down the many available avenues to one or two successful platforms. Now, let’s dive into the most applicable options for your digital marketing needs.

PLATFORM TYPES

Many digital platforms cater to various industries (TechTarget). For the purpose of this post, the focus will be on three digital platform types: social media, content creation, and business collaboration.

Social Media

Social media was briefly discussed in the previous blog post. It summarized that content, like articles and blog posts, can be repurposed on those applications. However, it did not detail which ones were best to use. According to the New York Bar Association, here is a list of social media platforms to consider as expert witnesses:

All listed social media platforms cater to text, images, and video to varying degrees. For instance, X is more discussion-based than Instagram, but it allows users to post videos and photos. Facebook is an advantageous platform because its 3.03 billion users surpass the other three options (Backlinko). All three media types are popular on this platform, and it helps you reach an exponentially higher number of people to market your practice. Lastly, LinkedIn is essentially Facebook for professionals. You can join free discussion groups based on your specialty and target a more precise audience.

Content Creation

Part 2 of this blog series covered the surface of the increasing influence of videos. While it may be considered a social media platform, YouTube is fundamentally a platform for content creation. It is the most prominent place to post videos related to your expertise.

LinkedIn states there are several benefits to uploading videos to YouTube:

  • Cost-Effective: Unless you’re sharing a TEDx Talk, interview, or conference panel, expert witnesses do not need to create long videos. Short 1-2 minute videos are significantly cheaper to make and would effectively communicate your desired message in the long run. Look at our “Experts.com Files” series on YouTube, which details years of locating expert witnesses for various legal cases.
  • Extend Audience Reach: YouTube has more than 2.70 billion monthly active users as of 2024, approximately 34% of the world’s population (Global Media Insight). This statistic further proves the rise of video consumption and confirms your need to seize this opportunity.
  • Shareable: Again, videos can be repurposed for social media. Share them on platforms where your audience is located or where you see the best results.
  • Great User Experience: YouTube is not bound to any specific device. Online consumers can watch your short videos on a laptop and mobile devices. Catering to your audience’s needs can result in more viewership and engagement.

While video content may require more time and effort to execute, YouTube is a great user-friendly tool for beginners. Any user with a YouTube account can edit, schedule, and upload their videos easily using YouTube Studio.

Business Collaboration

Finally, video conference platforms like Zoom, Microsoft Teams, Google Meet, and Skype are great avenues for hosting webinars and informational meetings. You can invite your connections to register for your digital event and showcase your knowledge live. Partner with other experts in your field, attorneys, or online legal marketing firms to share your expertise and include your audience in the conversation with Q&As.

Business Collaboration platforms emphasize relationship-building more strongly than the previous two platform types. Attendees can get as close to an in-person impression as they can in a digital forum. Experts.com hosts quarterly webinars that connect the broader legal community and highlight the insight from our guest speakers.

Zoom Conference - Expert Witness Practice

PT. 3 CONCLUSION

All in all, the platforms you use should align with your schedule, audience, and goals for your expert witness practice. If you want to connect with other professionals, then meet them where they are located to avoid reinventing the wheel. Generally, marketing is about learning what works through trial and error. While these tips can help improve your digital marketing efforts, success looks different for each expert witness. As you promote your practice, take note of your defined successes and continue to implement strategies that produce them.

SERIES PARTING WORDS

“You miss 100% of the shots you don’t take,” Wayne Gretzky, former NHL player.

Ultimately, it’s worth it to try something new than not to try at all. While digital marketing is not the sole solution to creating connections and business, it certainly holds relevance now. It is a disservice not to take advantage of its potential. If you seek visibility for your expert witness practice, be proactive about your digital marketing efforts. Many cost-friendly content and platform options are available to showcase you and your expertise to your audience. Decide which platforms work for you and start taking those shots. Some days will have better outcomes than others, but the journey will eventually lead you to your destination.

Content Marketing for Expert Witness Practice
Expert WitnessMarketingSocial Media

Pt. 2: How To Make Your Expert Witness Practice Noticeable

on January 23, 2024

INTRODUCTION

In Part 1, you learned about the importance of personal branding for your expert witness practice. Showcasing your “professional total package” in physical and online spaces is in your best interest. Cementing your clear brand identity can help you stand out among competitors, increase job opportunities, and cultivate new and existing relationships. How can you turn that brand into tangible material? What are the benefits of dedicating time to doing so? Discover the power of content marketing in Part 2 of this 3-part blog series.

MAKE YOUR EXPERT WITNESS BRAND TANGIBLE

ORGANIC CONTENT

You may have heard terms such as “organic” and “paid” content. For the purposes of this blog, only “organic” content will be discussed. According to Forbes, “Organic social media content is any free content shared on social media profiles including posts, videos, stories, and more.” These posts are composed and uploaded by any user and are not supported by sponsors or advertisers. Overall, the content you post organically can be seen by your connections and anyone who shares it.

The main and best benefit of organic content is, without a doubt, the lack of financial strain for you and your practice. Its effectiveness does not rely on a large budget. You can sign up for most social media and blog sites for free, and upload your thoughts and accomplishments when you can! Ultimately, you gain new relationships and potential revenue without losing money outside your current expenses.

Content Marketing Formats for Expert Witnessing

CONTENT TYPES FOR YOUR EXPERT WITNESS PRACTICE

Because it is rooted in consistency, content marketing is a walk in the park for expert witnesses. The industry itself is the definition of consistency, as professionals opine on a given case relevant to their field of study. Expert witnesses would have an easier time developing new pieces compared to those in creative fields. For instance, your content can be based on past work experiences. Previous cases or takeaways from events you have engaged in are great examples for content ideas. Continuing education, in which most professionals must participate, is another resource for original organic content.

Surprisingly, translating your practice into concrete material is not as complicated as it seems. It may require a little extra work and time you might not think you have, but it is a long-term investment for your expert witness career. Bring visibility to your practice with these three suggestions:

Articles & Blogs

According to LinkedIn, blogs help strengthen and support the brand you solidified in the first step. Adding your unique tone of voice to relevant topics provides insight into your personality and professionalism. To add, it also builds relatability with readers, adds depth to your posts, and instills credibility in your reputation. Written content like articles and blogs are a great start for those unfamiliar with posting online content. HubSpot has named other notable benefits:

  • Increases traffic to your website – a necessity for expert witnesses.
  • Content can be repurposed for social media.
  • Solidifies authority for the author, you!

Here are some examples of articles and blogs from our legally trained team and esteemed members of Experts.com.

Topical Social Media Posts

Posting directly to social media adds a crucial element to your content – engagement. For example, you can create a poll, suggest feedback in the comments section, or highlight achievements and noteworthy news. Whichever route you take, you invite your personal and extended connections to view and interact with your online material. For beginners, a discussion-based medium is recommended. Platforms like LinkedIn and X (aka Twitter) allow you to share professional wisdom and follow groups and individuals with similar interests.

Videos

Because text tends to be overwhelming, visuals are integral to any marketing campaign. Videos mitigate the mundaneness of reading text while maintaining curiosity for the audience as they wonder what happens next. Viewers can also watch them from any device, whether at their office desktop or on mobile devices for their on-the-go lifestyle. The mentioned reasons explain the increase in video consumption in recent years. HubSpot named a few statistics that occurred in 2023:

  • On average, people consume 17 hours of online videos per week.
  • HubSpot anticipates the number of digital video viewers to total 3.5 billion.
  • Out of all other content types, people are 52% more likely to share videos.

In addition, 1–2-minute videos can showcase introductions, interviews (participants in a webinar or panel also count), your ability to explain convoluted concepts quickly, and your personality. Becoming comfortable in front of the camera is a hurdle worth getting over. It is a skill that is a continuous work in progress. Do you want to be prominent in your audiences’ minds? Gaining new connections and nurturing existing ones means keeping them engaged with your material and insight.

Desired Results for Expert Witness Practice

PARTING WORDS

All in all, your brand identity and the material you create should work in tandem. Think of content marketing as the vehicle that drives your knowledge and personality to those you want to reach. Why not try to put your insight online in a cost-effective way! Of course, content creation should not add stress to your work life. Write, record, and publish content when you have ample time or when your industry allows you to do so. Ultimately, content marketing will maximize your desired results from your audience. What results are you looking for? Which platforms would be best to reach them? Answers to these questions will be available in the upcoming final third part.  

Build Your Brand - Expert Witness Practice
Expert WitnessMarketingSocial Media

Pt. 1: How To Make Your Expert Witness Practice Noticeable

on December 19, 2023

INTRODUCTION

In the thirty years Experts.com has participated in the expert witness industry, our team has noticed a shift in legal marketing. In-person networking and phone calls were the main avenues for connecting with professionals. Since we have entered the digital age, the primary networking methods aren’t as extensive. Expert witnesses now have various options to promote themselves and their practice. Surely, the endless networking options digital marketing creates can be overwhelming. Some of you may have adjusted to it, but the array of options can be simplified for novices. Part 1 of this three-part blog series discusses the importance of personal brand definition and why it’s necessary for your expert witness practice.

PERSONAL BRAND DEFINITION – EXPERT WITNESSING

What is a Personal Brand?

As an expert witness, you provide your insight to attorneys and law firms. However, many people in the same field as you are doing the same thing. How will you stand out among the other industry experts? What is the distinct factor that influences attorneys to hire you for their case? Is it location, certifications, or notable accomplishments? Why are you the best fit for a client and their legal team? That’s where Personal Brand Definition comes in (Social Media Examiner).

According to Sprout Social, a personal brand is “a culmination of the experiences, skills, and values that differentiate you.” Given that the phrase is associated with marketing, professionals in that field may use their brand to “sell” themselves to clients. Expert witnesses, on the other hand, can use their brand to build connections with attorneys and law firms so they can get hired for their next case.

For instance, think of combining your expertise and individual image as a “professional total package.” Marketing your experience is half the battle; the other half is marketing yourself. You could be the top expert on paper and not get retained due to poor demeanor. The expert witnesses attorneys look for are those who communicate complex observations in layman’s terms, making their insight digestible for juries and the court. You know what you excel at and have the résumé to prove it. Being approachable and well-versed in your field is the first step to positioning your practice to those in the broader legal industry.

Expert Witnesses Expanding Connections

Why Personal Brand Definition is Necessary for Expert Witnesses

Ultimately, expert witnesses need a defined personal brand to distinguish themselves from those in identical fields. Because there are many occupations under the umbrella of general industries, like business or engineering, defining your niche is essential for your personal brand. For example, stating that you’re a medical expert is not enough information for attorneys to hire you. Depending on the case, an attorney might need a nurse, an orthopedic surgeon, or a pharmacist. Attorneys need a professional that has mastery over the nature of the case and can simplify complicated concepts. Setting yourself apart from experts alike and expressing a sincere disposition to attorneys and law firms will make your practice memorable.

In addition to standing out from competitors, there are many benefits to having a personal brand. According to Forbes, branding helps you:

  • Cement trust, consistency, and credibility with your desired audience.
  • Build lasting relationships.
  • Expand your network and career opportunities.
  • Maintain a consistent online presence.
  • Present transparency, expertise, and your unique personality.

Understandably, the word “brand” may seem ridiculous to the logical nature of expert witnessing. Although your knowledge may decide the case, your online image and branding are the gateway to the opportunity. Unless marketed successfully, your expertise could remain the best-kept secret.

PARTING WORDS

To summarize, it’s crucial to take advantage of new marketing methods in the digital age. A great place to start is by defining your personal brand. Intellect alone cannot sufficiently promote your expert witness practice. However, a balance between your experience and attitude can. Demonstrating the “professional total package” to relevant audiences in both physical and digital spaces will keep your name and practice at the forefront of their minds. As a result, it can expand your pool of connections and cases. Having a personal brand for your expert witness practice is the building block for your digital marketing efforts. Stay tuned for Part 2, where Experts.com covers how to turn your brand into tangible content.

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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.

MarketingPsychology

Consumer Psychology and Streaming Services: The Rise of Disney+ and Netflix

on February 17, 2021

Despite the daunting aspects of COVID-19, the pandemic provided millions of people around the world with an escape from reality: streaming service subscriptions. Netflix, Disney+, and others alike are dominating the entertainment industry. Within the first year after its inception, Disney+ accumulated 86.8 million users and predicts a trajectory of 260 million by 2024 (Variety). In 2020 alone, nearly 37 million people bought Netflix subscriptions, bringing the total number of subscribers to more than 200 million (BBC). On January 20th, 2021, its shares increased by 15% in its fourth quarter earnings (Business Insider). 

What is the catalyst for the success of these two streaming services? Insight from one of our very own Members at Experts.com will help answer these questions. Before delving into these insights, however, it is important to acknowledge the differences between the two streaming services.  

Disney+ is significantly cheaper than its rivals due to its slim library of around 600 movies and shows. However, the type of content it acquires is the gravitational element for its growing audience. Disney+ is the leading content provider for fans of Disney Original Movies, Marvel, Pixar, and “Star Wars” franchises. 

Netflix is known for its high-quality original shows and movies such as “Bridgerton,” “The Queen’s Gambit,” and “Marriage Story.” Its international content, like “Lupin” and “La Casa De Papel,” has increasingly appealed to audiences. Unlike Disney+, Netflix also allows consumers to stream movies with family and friends for free with Teleparty. This service may be more expensive, but its library of nearly 4,000 shows is worth the subscription. With these crucial differences in mind, let’s delve into our Experts’ contributions.  

Disney+ leads US brand awareness and subscriber race for new video streaming services | The Drum

Dr. Brent Coker is an Online Consumer Psychologist with a PhD in Electronic Commerce. He is also a Digital Marketing and Digital Business Models professor at the University of Melbourne. Based on his extensive knowledge on consumer behavior, Dr. Coker believes the rise in streaming entertainment services is indirectly correlated to COVID-19 for a couple of reasons:  

The first is the unexpected lifestyle imposed onto the world by the pandemic. National emergency calls made by various world leaders have induced policies including stay-at-home orders, remote learning and work, as well as limited in-person interaction. This new reality forced consumers to alter purchasing habits from before the virus, like spending more on internet bandwidth for work (which varies by country as some lack unlimited speed plans) rather than tickets for movies or other live performances. “Consumers ‘rationalise’ the extra cost out of necessity (they convince themselves the extra cost is needed not just wanted),” a direct quote from Dr. Coker. This high quality and faster internet further justifies subscribing to streaming services. Disney+ and Netflix’s stellar financial performances are due to the millions of people adjusting to more confined circumstances. 

The second reason is the lack of entertainment options. Because of the new social-distancing guidelines, in-person music festivals, sporting events, and dining at restaurants without restrictions are limited. Coker states, “People divide their entertainment options according to gratification – live performances, stage shows, cinema, and TV.” He then explains the absence of in-person events leads people to search for substitutes. It appears Netflix and Disney+ were the perfect replacement for millions of people this past year.  

MUST-WATCH SHOWS AND MOVIES – THE WATCHDOG

Dr. Coker also alluded to a slight change in advertising and endorsements. Instagram, Facebook, and Twitter are a few of many social media platforms people use to stay informed and connected. It is also the arena in which influencers use their online presence to promote trends and brands. Dr. Coker mentions Tiger King, one of the first Netflix Original shows to be released just before COVID-19, as a prime example of endorsement through social media. The documentary, especially its eccentric and bizarre main subject, Joe Exotic, became a meme used to draw more attention to audiences around the globe. Memes are “amusing or interesting items (such as captioned picture or video) or genre of items that are spread widely online especially through social media,” (Merriam-Webster). Dr. Coker finalizes his thoughts on social media connectedness by stating, “This is essential endorsement and word-of-mouth thus herding effects as people jump on board to experience what they perceive is the new norm.” 

The requirements of greater internet bandwidth for work, the loss of outdoor entertainment, and the implementation of stay-at-home policies have kindled the need for home entertainment. In 2020 alone, both companies have accrued millions of subscribers. Thanks to our Experts.com Member, Dr. Brent Coker, his insight on Consumer Behavior and Digital Marketing shed light on how the unanticipated lifestyle engendered by COVID-19 indirectly played a role in the purchasing decisions of people around the world and shapes how citizens perceive this new reality through social media. It remains to be seen whether Netflix and Disney+ will perform as well post-pandemic. 

Expert WitnessLawyersMarketing

Creating Compelling Legal Content – Lawyers Gone Ethical Podcast

on July 20, 2018

A huge thank you to Megan Zavieh, of Zavieh Law, for having me on the Lawyers Gone Ethical podcast this week.

This week, I was honored to be a guest on the Lawyers Gone Ethical podcast from California State Bar defense attorney Megan Zavieh. It was a fun, educational experience and Megan is a fantastic host!

What I was surprised to learn is lawyers are very concerned about the ethical ramifications of creating content. The fear is not dissimilar to the concerns of expert witnesses regarding content marketing.

Granted, experts are more concerned that content created to market their services may later be used against them for impeachment purposes (if this is one of your fears, check out this post from a few years ago). Lawyers, on the other hand, are more concerned with upsetting state bar regulators.

The concerns of lawyers and experts are understandable, but they are based in fear. Lawyers can add appropriate disclaimers to their content marketing materials. Experts should not be creating any video or written publications that they cannot defend. In fact, experts can add disclaimers too. For example, “the facts of each case are different. The analysis used in this article/video/blog post may not be applicable in every case.”

The bottom line: Both sets of professionals need to get over the fear and start creating interesting and compelling content. Do so after taking proper consideration of your practice and any ethical standards which may apply. But, get started!

If you are not utilizing content marketing to expand your practice, you are missing out on the ability to distinguish yourself from your competitors.

There are reasons we encourage Experts.com members to write articles. It differentiates them from their competitors, reinforces their expertise, showcases their analytical and writing abilities, and drastically increases their online visibility.

Don’t let the fear win!

LISTEN TO THE EPISODE

compelling-content

Megan Zavieh’s Contact Information:

Website – www.zaviehlaw.com

Twitter – https://twitter.com/ZaviehLaw

iTunes – https://itunes.apple.com/us/podcast/lawyers-gone-ethical/id1352001379

Stitcher – https://www.stitcher.com/podcast/megan-zavieh/lawyers-gone-ethical

Oh, and if you love how the podcast was produced and edited, you should definitely check out Abboud Media.

 

Expert WitnessLivestreamingMarketingSocial Media

Social Media Marketing World 2016 – Lessons Learned for Expert Witnesses

on April 26, 2016

SMMW16Held at the San Diego, California Convention Center on April 17, 18 and 19, 2016, the Social Media Marketing World 2016 (SMMW16) was well-received with over 3,000 participants from around the world. Networking was the name of the game, with recognized brands from Airbus, Allergan, and Amazon to Verizon, Walmart, and World Vision. Platform representatives from Facebook, Google, LinkedIn, Twitter, and many others were front and center imparting valuable social media marketing tactics.

There were a couple of major takeaways from this year’s event. Several things you need to know in order to better promote your expert witness services:

  • You Need To Be On Social Media:

If you are not yet active on social media you are losing precious brand awareness, engagement, and community building opportunities. At a time when consumers and clients are more informed than ever before, you need to have a social presence so your customers can “know, like, and trust you.” Attorneys cannot get to know the real, authentic version of you if you are absent from these platforms.

It is not necessary to be present on every available social media platform. Having a strategy is important. If you are looking to target attorneys, it is important to know how to find them and how to get their attention. We have services to assist you in building your presence on the correct social platforms.The priority is building relationships within your community. If you are regularly creating content and posting it to social media platforms without a community, you may find your content is not being read, watched, shared, or cared about. If you build those relationships and others care about you individually, they will share your content. It was great to see several of those in our live-streaming community in attendance at the #SMMW16, including:

  • Build An Online Community

A community on social media is not terribly different than an offline community. There are leaders, managers, and community members. Usually there is an interconnecting of these individuals for some shared purpose (or shared interest). For example, Experts.com is active in the live video / live-streaming community. There are many active Members in this community and the one thing we all have in common is we participate in creating live video. Although our businesses may be different, we still support others in the live streaming community by sharing their content.

Mitch-and-Jeff

Mitch Jackson, Esq. and Jeff Weinstein, Esq.

The priority is building relationships within your community. If you are regularly creating content and posting it to social media platforms without a community, you may find your content is not being read, watched, shared, or cared about. If you build those relationships and others care about you individually, they will share your content.

Nick and Jeff Weinstein

Ivan Raiklin, Esq. and Nick Rishwain

It was great to see several of those in our live-streaming community in attendance at the #SMMW16. Just a few with whom we were able to spend significant time include:

  • Live Video is the Future of Marketing

Here are just a few facts that were shared by Mike Stelzner, CEO of the Social Media Examiner (host of the conference).

  • 73% of marketers use video in 2016
  • Only 14% of marketers are using Live Video
  • In May of 2015, there were 2 billion videos viewed daily
  • In February of 2016, there were 8 billion videos viewed daily

The following platforms have bet big on live video (a.k.a. live streaming, social video): Facebook, Twitter, YouTube, Snapchat, Blab. Each of these companies has a major live-stream component or is entirely live video as a product/tool. Facebook now gives priority to video content in its news feed. Other content will fall below live video in your news feed.

Live video allows you to increase the” know, like, and trust” factor better than anything else, according to social selling strategist, Kim Garst.

Our friend, Mitch Jackson, Esq., has said he wants to “see and hear the expert” before hiring him or her as an expert witness. Seeing and hearing an expert witness provides endless value to attorneys as they get an idea of how you sound and perform. Live video allows you to do this authentically.

As live video is the future of marketing, we highly recommend getting comfortable with live streaming sooner rather than later. Join Us to become a pioneer in the live video community. Improve your visibility, professionalism, and authenticity with live video marketing. If you do not know how to begin, reach out to us at info@experts.com.

Nick Rishwain, JD.
Vice President of Client Relations, Experts.com.

ConsultantsExpert WitnessMarketing

Press Release – The Benefits of Distribution

on February 7, 2013

Press Releases are an excellent way to promote Expert Witness and Consulting Services. Aside from publishing press releases to a variety of print, broadcast, and online media, they can also be sent to current and prospective clients. The benefits of issuing a press release are many:

  • Perception Is Key – The idea that an Expert’s services are deserving of media coverage plants the seed that he is successful. In other words, if the New York Times  is taking space to publish a press release announcing an Expert’s or Consultant’s new book , then he must be worthy of consideration for an engagement. A press release, in essence, is mass confirmation of your achievements.
  • Third Party Endorsements – A press release issued on an Expert’s or a Consultant’s behalf by a third party is much more effective than one issued on their own behalf. Most Experts and Consultants are uncomfortable touting their own successes. By letting a third party advocate on their behalf, it takes the negative effect of self-promotion out of the equation.
  • Opportunity to Inform – A Press Release is issued mainly for a specific reason, whether for the publication of a new book, a business milestone, or a litigation success. It does not, however, have to be limited to that success. If written properly, press releases can include a short biography on the Expert or Consultant, communicating their areas of expertise and offering website links for more information on their services.
  • Maintain a Presence –  “Out of sight, out of mind.” It is important for professionals to let their current and prospective clients know that they are consistently relevant in their field of expertise. By issuing a press release, they keep their clients informed of their achievements and remain fresh in their minds for future jobs.

For more information on how Experts.com can help market your services and promote your achievements through a Press Release, please contact us at press@experts.com.

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Watermarking Your Curriculum Vitae

on February 5, 2013

As disconcerting as it may be, unscrupulous activity does exist in the legal industry. As a leader in the Expert Witness and Consultant field, Experts.com believes in not only promoting our members’ services, but in protecting them as well. As such, we encourage our Experts and Consultants to Watermark their Curriculum Vitae.Watermark CV

Marking the CV with such statements as “UNOFFICIAL,”  “NOT YET RETAINED,”  “DO NOT SUBMIT,” or “UNAUTHORIZED,”  prevents unconscionable practitioners  from downloading  a CV and submitting it as their “Retained” expert witness, or implying such, without the knowledge and consent of the expert.  The watermark makes it clear to other parties what the status of the relationship is between the attorney and the expert.

The benefit of watermarking a CV is twofold. One, it allows an Expert to promote his services and qualifications and still feel secure that they will not be presented without his express consent and, two, it allows the Expert an opportunity to offer the most current version of his CV. Since the attorney must contact the Expert for an “Un-Watermarked” version, the Expert can then update the CV and bring to the attorney’s attention any new work experience or litigation successes.

For more information, or to become an Experts.com Expert Witness or Consultant, please contact us at support@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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