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GENERATE NEW BUSINESS

reach2Digital marketing is the most cost-effective way to express your expertise and get noticed by media, clients and prospects. It allows you to become your own PR engine, publisher and library. With digital channels, you’re reaching people on the platforms and devices they use most, and at the time when they’re ready to absorb information. When a newsletter lands in an email inbox, it might not get read at work, but later on a tablet on the commute home. That newsletter can then be shared through social networks or person-to-person, taking your client-focused content and extending its reach to a new audience.

To do digital right takes focus and time. It’s incredibly powerful particularly in relation to how economical it is, but it requires dedicated attention and careful targeting. Many professionals and organizations simply don’t have the time or resources to maintain regular activity and make these opportunities work to their maximum advantage. Digital marketing loses value without consistent engagement.

We help you make the most out of the time and energy you spend on content creation by deploying that content across platforms and tailoring it for various channels and audiences. A whitepaper can be abbreviated to become a blog post. Media buzz can be amplified via Twitter and LinkedIn. A consistent flow of intelligent, relevant, niche content can also improve your search rankings, which introduces you to people outside your network seeking solutions to the problems you are most qualified to address.

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Using digital marketing tools like social media, microsites, blogs, video, webinars and podcasts, we develop your multichannel digital strategy – an interconnected web of complementary, dynamic content, distributed across multiple platforms, tailored to the medium and the message. By consistently delivering quality information, you’ll inspire your clients and prospects to stay engaged, become followers and fans, and share your content.

Engaging with your audience requires more than just delivering information. In fact, by opening a path to conversation, you’re also showing your client and prospect audience that you are interested in them, not just in promoting yourself. One way to accomplish this is by curating content – sharing articles and news items relevant to your audience and their industry. Curating content shows that you’re tapped in to the latest trends, research, and cutting edge topics. Because you have filtered the content with them in mind, you become known as a source of information most relevant to them. More importantly, you’re showing them, by adding value, that you understand their business and the challenges they face.

Engagement also helps you gain insights into what matters most to your clients. Create polls, pose questions on LinkedIn groups, share industry data, post results of your own surveys. This establishes your platforms as sources for insights beyond your point of view and professional expertise. You create a broader channel for finding answers and support from their own professional community. As they come to see you as a leader in your field, you can develop two-way relationships, going beyond simply publishing content to offering a sounding board, fostering dialogue and connecting like minds.

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One of the most difficult things to do is distinguish yourselves among a crowded field of lawyers and firms all asserting that they are highly skilled, responsive and client-focused. This may all be true, but how do you make your point, not to mention without being able to say the word expertise or expert? The answer: show, don’t tell. Digital marketing gives you the ultimate platform to present your case and give you the street cred you need to rise above the noise.

Through digital and social media, you can make prospects and clients aware of your speaking engagements, give them access to published pieces they may have missed, expose them to the media where you’ve been featured and quoted, and extend the life of your press releases. Timely content hits all platforms with breaking-news urgency and evergreen content forms the foundation for your expertise. And once it lives in the digital realm, it all becomes searchable in perpetuity. Media outlets looking for subject-matter and industry experts can find you based on the depth and breadth of the content you’ve created, where you’ve appeared and where you’ve been quoted. You can shine a spotlight on your client’s successes as well your own career milestones and accolades. And you can make it all feel like news.

In-house counsel consistently report that they place a high value on attorney-created content, even allowing it to influence hiring decisions. If this information is what your clients want, it’s reasonable to presume that potential clients will be interested as well. With the advent of so many means of distribution, the preferences of one platform over another has shifted over time and as new players enter the market. The key is to create quality content, tailor it appropriately and make use of all possible outlets. Cross-posting ultimately ups the impact and reach, particularly if your content gets the stamp of approval of being favorited or reposted.

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Once upon a time, a print copy of an article or annual report would be mailed to clients and prospects, hopefully to land on someone’s desk, often to end up in the garbage or in a file never to be seen again. Hours of labor and print costs not only were wasted, but there was no way measure whether the pieces were effective at all. How many people opened the envelope? How many people skimmed it and how many people read it? If they read it, what captured their attention? On top of that, it was impossible to identify potential buyers in order to follow up with pertinent content and build relationships.

That’s a lot of time and effort for very little return. And there’s nothing more valuable than your time. Rather than create and distribute content in a vacuum, with digital marketing, you have the power to know what resonates. What kind of buyer is downloading a whitepaper vs. following you on Twitter? Is there a particular audience who is more active on one platform than another? Do GC’s mostly read your emailed client alerts, but media are responding to your blog? Using analytics, these questions can yield valuable answers.

The data can be complicated to parse, but the intelligence that lies within is unprecedented. When we understand your objectives, we can help tailor your strategy, work with your content, track engagement, and present you with actionable results. We translate your data into reports that show where you’re hitting the mark, what content is being gobbled up, and what’s being left on the table. Knowledge is power. Applying our insightful analysis, you can create the content your audience wants, learn who your buyers really are, and identify avenues and opportunities for new business.

Digital Strategy

An omnichannel digital strategy is the roadmap for what you want to accomplish and all the ways you’ll get there.

The best course in developing a digital marketing strategy is to take reasonable steps in line with the realities of your business. Every step you take needs to focus on three things: raising your profile, building credibility in your areas of expertise, and reaching the right people with the right message. Read more…

 

Social Media

Social media is today’s word-of-mouth. With it, you can get your message to more people, engage with your target clients, and generate new leads and opportunities.

That said, it’s not a one-size-fits-all proposition. There are a lot of questions to ask and answer to develop a sound plan. We help you design a social media program that fits your business. Our programs focus on creating, promoting and curating intelligent content, engaging your target audience, and monitoring your platforms to make sure you’re getting the results you want. Read more…

 

Search Engine Optimization – (SEO)

No doubt, websites drive new business. But what if your future client can’t find you online?

The goal of SEO (Search Engine Optimization) is simple: drive traffic to your website and raise your search rankings. But effective SEO takes time, attention and skill. And the process needs to be implemented every time you publish new content on your website. SEO is a living, evolving discipline. If you’re not on top of the ever-changing search engine algorithms, your SEO efforts could do more harm than good. We’re in the trenches every day, and well versed in the best practices that apply to today’s SEO. Read more…

 

Paid Search – (Pay-Per-Click)

Pay-Per-Click (PPC) advertising drives prime targets for business right to your website, microsite or blog.

Unlike SEO, which requires time to see results, a Pay-Per-Click (PPC) campaign can be set up quickly and generate immediate traffic from keywords suited to your business and popular with your audience. Using Google AdWords and other services, your ads are served up to a select audience of potential prospects. You set a daily budget, and you only pay when they click. Read more…

 

Content Marketing

Marketing success — and failure — often depends on the quality of your content marketing. It’s how you demonstrate your expertise and reinforce your brand with clients, prospects and influencers.

A strong content marketing strategy starts with three things: what you want to say, to whom and how often. But content creation shouldn’t be a one-way street. Your content needs to encourage engagement and build a dialogue with your target clients. This will ultimately strengthen and deepen your relationships and lead to more business. Read more…

 

Microsites and Blogs

Built with a specific focus, function and audience in mind, blogs and microsites showcase your expertise and provide a forum for conversation.

Differentiators can be hard to articulate when your main website needs to cover the breadth and depth of your offerings. A microsite or blog allows you to call out specific services, topics and industries where you excel, and attract a defined audience seeking exactly that information. Interacting with these pre-qualified visitors fosters greater lead generation, improves conversion and builds stronger relationships. Read more…

 

Reporting and Analytics

Digital analytics demonstrate the effectiveness of your digital programs and campaigns, but it takes understanding your business and knowing how to measure results to transform data into action.

Data can be a powerful tool, but it means little without context. With so many metrics available, knowing what measurements matter can define your digital marketing success. Reporting on a long list of KPIs that don’t apply to your business or your process can overwhelm your team and stakeholders. We can help you measure progress and success by your own definition, and begin to lay a strong foundation for a digital marketing platform and strategy that works to achieve what’s most important to you. Read more…

 

Research

How does your law firm rate versus your competition? We can tell you.

Plenty of studies look at trends in digital marketing, but law firms are not like other businesses. Considering the time and resources going towards these initiatives, it’s essential to know what other firms are doing and trying, what’s working and what’s not. If you’re looking to establish specific benchmarks for your firm, we can create a custom report that evaluates your efforts and measures your achievements against those of your peers and competitors. Read more…

 

Social Media Training

Many lawyers simply don’t understand how to best use social media marketing to develop relationships and strengthen their position as a thought leader.

We offer several training programs to bring your attorneys and staff up to speed. For all our group training sessions, we are flexible in how they are delivered. We can conduct group training sessions, lunch-and-learns or webinars depending on your firm’s preference and attorney availability. Read more…

 

Media Planning and Buying

We can negotiate and manage your traditional media campaigns through an integrated marketing program.

For all the buzz about digital and content marketing, the most trusted resources are still independent media and industry organizations – The Wall Street Journal, The New York Times, Forbes, National Law Journal, Association of Corporate Counsel, Law.com. Our team has deep experience in legal media, from journalism to advertising to events production. Targeting the right print and online media, we can place ads and content in publications, connect with news outlets, and arrange for you to sponsor, attend and/or speak at relevant events and webinars. Read more…

Who We Work With

CORPORATE LAW FIRMS

We are the leading digital marketing agency for lawyers, law firms and companies in the legal industry.

From boutique and regional firms to the AmLaw 100, digital marketing bridges the gap between business law firms and prospective clients. Self-managed channels that share expertise and insights communicate your value directly to General Counsels, CFOs and CEOs, and industry influencers. A strong digital presence confirms that you are relevant, at the top of your game, and the right counsel and firm for the job.

Good2bSocial develops digital marketing strategies for business law firms that integrate with their larger marketing and business development plans. Using targeted multichannel campaigns, each with a singular focus, purpose and audience, we help B2B firms spotlight exceptional practices, subject-matter expertise and cross-functional industry teams without getting overshadowed by the larger firm brand.

We also make sure to identify early on what your firm wants to accomplish with digital marketing. According to your definition of success, we monitor and analyze your data as we go, and recommend actions to turn those results into new business.

CONSUMER LAW FIRMS

Law firms who provide personal or family legal services have a unique opportunity to use digital marketing and social media to bring in new business. Not only is digital marketing economical, it’s the only way to reach your audience in their exact moment of need, wherever they are in the world.

When a prospective client tries to verify your firm’s quality and track record online, your reputation is only as good as the first page of your search results. To get that next piece of business, you need to be at the top of the list.

Good2bSocial can help your firm appear to be the best solution to your prospect’s problems. Using a combination of proven digital marketing techniques and tools, which may include Pay-Per-Click advertising, SEO, social media, microsites and blogs, we keep your firm top-of-mind and high in the search rankings. As we go, we monitor your program and track your results, using real-time analytics to identify what’s working, what needs to be adjusted, and what methods are delivering the highest ROI.

COMPANIES IN THE LEGAL INDUSTRY

If you’re trying to reach a legal audience, digital marketing and social media provide an effective and economical way to raise your brand profile, promote your services, and build relationships.

Good2bSocial knows the legal market inside and out, and how to design a multichannel digital marketing strategy that attracts lawyers and law firms. Using tailored messages, focused content and targeted campaigns, we establish your company as a leader in the space, attract the attention of the media and generate new business opportunities.

Throughout, our team monitors your programs and platforms and helps you make informed decisions about which strategies are working, and what we can fine tune to enhance your industry influence and improve conversion rates.

INDIVIDUAL ATTORNEYS

Reputation and word of mouth are still the best ways to attract new clients. The reality, though, is that more and more of those impressions and conversations take place online, on devices and on social networks.

With digital marketing and social media, you can join your audience where they are, spread the word about your expertise and experience, and differentiate yourself from the pack. For minimal time, money and energy, you can create and distribute content that will transform you into an industry thought leader, which serves to generate media attention and new business.

Good2bSocial is the leading digital marketing agency for lawyers. We will get you up and running with a personal digital marketing strategy and plan, working all the angles from social media to SEO to blogs and microsites. We keep your networks active and distribute content consistently. Through daily monitoring and data analysis, we make sure you’re reaching the right people, your goals are accomplished and your time is well-used.

Corporate Law Firms

From boutique and regional firms to the AmLaw 100, digital marketing bridges the gap between business law firms and prospective clients. Self-managed channels that share expertise and insights communicate your value directly to General Counsels, CFOs and CEOs, and industry influencers. A strong digital presence confirms that you are relevant, at the top of your game, and the right counsel and firm for the job.

Good2bSocial develops digital marketing strategies for business law firms that integrate with their larger marketing and business development plans. Using targeted multichannel campaigns, each with a singular focus, purpose and audience, we help B2B firms spotlight exceptional practices, subject-matter expertise and cross-functional industry teams without getting overshadowed by the larger firm brand.

We also make sure to identify early on what your firm wants to accomplish with digital marketing. According to your definition of success, we monitor and analyze your data as we go, and recommend actions to turn those results into new business.

 

 

 

Consumer Law Firms

Law firms who provide personal or family legal services have a unique opportunity to use digital marketing and social media to bring in new business. Not only is digital marketing economical, it’s the only way to reach your audience in their exact moment of need, wherever they are in the world.

When a prospective client tries to verify your firm’s quality and track record online, your reputation is only as good as the first page of your search results. To get that next piece of business, you need to be at the top of the list.

Good2bSocial can help your firm appear to be the best solution to your prospect’s problems. Using a combination of proven digital marketing techniques and tools, which may include Pay-Per-Click advertising, SEO, social media, microsites and blogs, we keep your firm top-of-mind and high in the search rankings. As we go, we monitor your program and track your results, using real-time analytics to identify what’s working, what needs to be adjusted, and what methods are delivering the highest ROI.

 

 

 

Legal Industry Companies

If you’re trying to reach a legal audience, digital marketing and social media provide an effective and economical way to raise your brand profile, promote your services, and build relationships.

Good2bSocial knows the legal market inside and out, and how to design a multichannel digital marketing strategy that attracts lawyers and law firms. Using tailored messages, focused content and targeted campaigns, we establish your company as a leader in the space, attract the attention of the media and generate new business opportunities.

Throughout, our team monitors your programs and platforms and helps you make informed decisions about which strategies are working, and what we can fine tune to enhance your industry influence and improve conversion rates.

 

 

 

 

Individual Attorneys

Reputation and word of mouth are still the best ways to attract new clients. The reality, though, is that more and more of those impressions and conversations take place online, on devices and on social networks.

With digital marketing and social media, you can join your audience where they are, spread the word about your expertise and experience, and differentiate yourself from the pack. For minimal time, money and energy, you can create and distribute content that will transform you into an industry thought leader, which serves to generate media attention and new business.

Good2bSocial will get you up and running with a personal [digital marketing strategy] and plan, working all the angles from social media to SEO to blogs and microsites. We keep your networks active and distribute content consistently. Through daily monitoring and data analysis, we make sure you’re reaching the right people, your goals are accomplished and your time is well-used.

 

 

Ready to transform your business through digital marketing?

Work with us!