Tag: Marketing

Build Your Brand - Expert Witness Practice
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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.

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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.

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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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Expert Witnesses & Consultants – Books, Peer-Review Articles & Papers

on November 10, 2010

For Expert Witnesses and Consultants, there is great value in writing articles and books.  For many, books, peer-review articles and papers are a natural progression in the acquisition of knowledge.  It may be something new for others who have already acquired a great deal of information on a certain subject.  In any case, publications are solid evidence of an Expert’s knowledge in his field of expertise.  As such, including a list of publications on an Expert’s Curriculum Vitae is an excellent way to increase credibility.

In addition to credibility, publications help to garner attention.   Many attorneys rely on the Internet to find articles or papers on subjects specific to their cases.  If an Expert’s name is attached to the article, it follows that the attorney has found her Expert Witness for the case.  For example, if an attorney is doing a Google search on mold and he uses the search terms “mold exposure experts”, Expert Witness, Dr. Joseph H. Guth’s, article, “Mold Exposures Need Better Medical Responses,” appears No. 1 out of 4,540,000 results (link from Experts.com)*.  In a search using the phrase “motor vehicle experts,” Experts.com member, Dr. Irving Ojalvo’s, article, “Optimizing Your Use of Motor Vehicle Experts,” is No. 1 out of 6,230,000 results.

Although one may hold himself out as an Expert Witness or Consultant, the depth of his knowledge is not always apparent. Case scenarios and case studies are an excellent way for those looking for higher knowledge to apply a specialty to specific factual situations.  These case scenarios can be linked to an Expert’s or Consultant’s website or made readily available to anyone looking to retain him for his services.

Caveat:  All writings are discoverable and can be used in depositions and in court.  If  an Expert understands his area of expertise, then there should be no problem with this, however, remember to be consistent and factually correct.

*Though the number of Google results may change daily, the article’s appearance remains No.1.

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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.