LinkedIn Three Times More Effective for Lead Generation than Facebook & Twitter

In a recent study of more than 5,000 businesses, Hubspot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at almost 3 times higher than both Twitter and Facebook.

So why might LinkedIn be the most efficient social channel for lead generation, and how can you use that to your advantage? Less content is generally posted to LinkedIn than to other social networks, which is probably because people almost exclusively post marketing-related content as opposed to their children's photos or social "chatter," according to Hubspot.

This means there is less clutter on LinkedIn, making a person capable of viewing more of the content that's active on LinkedIn at any given time. In other words, a business' marketing posts are more likely to be noticed on LinkedIn than somewhere else.

For more, see:

Business Development with LinkedIn and Blogs for Lawyers

5 Ways to Tell If Your LinkedIn Company Page Sucks

Top Ten Tips for Lawyers to Attract and Retain More Clients Using LinkedIn


Top 10 Tips for a Law Blog to Generate New Business

Legal tech new york 2012Following are the points I made at Legal Tech New York today on the program "Growing and Retaining Your Client Base through Technology & New Media."

LegalTech had 12,000 participants, almost 200 presenters and nearly 40 industry sponsors -- a record on all counts. 

Research has shown repeatedly that blogs are the most effective, lowest-cost form of online marketing for lawyers. Companies that blog have far better marketing results. Specifically, the average company that blogs has:

  • 55% more visitors
  • 97% more inbound links
  • 434% more indexed pages
There are 6,400 lawyer blogs, according to Blawgsearch, and blogs really do generate new business, if you follow these 10 techniques.
1. Post Often, or at least on a regular schedule. Businesses that blog at least 20 times per month generate more than five times more traffic than those that blog fewer than four times per month. And businesses the blog at least 20 times per month generate nearly four times more leads than those that don't blog, according Hubspot research.
2. Write about the challenges facing your clients and potential clients. It is a classic business development technique to focus not on yourself, but on the concerns and business problems of the people who read your blog. You need to ask, "what keeps them up at night?" If your readers are bankers, write about the Dodd-Frank Law. If they are consumers write about foreclosure and divorce.
best practices in lawyer blogs lexisnexis law firm marketing legal marketing3. Subscribe to the free newsletter "Best Practices in Lawyer Blogs." We started publishing this every two weeks in November, and you can get your own free subscription. Each edition features five of the best articles from across the web on writing a killer blog. Check out the most recent issue.
4. Put in a call to action. In order to generate a response and new business, it is essential to include a call to action in your blog posts. After you've discussed your point of law, invite readers to get a white paper, download a book, come to your speech, subscribe to your blog or sign up for your newsletter. Be sure to emphasize the benefits of doing so.
5. Speak in your own voice.  To generate business, your blog can't sound like it was written by a detached, disinterested observer.  This has no passion to stir readers' souls. It must make a difference that you are writing about the topic. Write the same way you speak. Explain why your blog post is important to clients. Give your own perspective, insight and analysis.
6. Allow comments. This is a bugaboo at many law firms, but allowing comments is a key to the success of your blog. A blog is an interactive entity that should engage readers and allow them to give feedback. You can moderate the comments to avoid junk messages from being published. And the possibility that you'll collected unwanted clients is very remote.
7. Drive traffic to your blog. Publishing your blog entry alone doesn't mean new readers will find out about it. To achieve this you must repeat your headline with a link on Twitter, Facebook and Google Plus. Include new blog entries in your updates on LinkedIn as well. Upload a copy of the blog entry on free PR and content distribution sites, like JDSupra. These efforts are designed to make your blog easy to find.
8. Use images, not just text.  Nobody likes reading a wall of text. People like illustrations, and you can find free ones by searching for images with Google, by conducting searches on Flickr, and by purchasing great pictures on iStockphoto.  Be sophisticated and embed a YouTube video in your blog entry to improve your SEO and create a compelling blog entry.
9. Enhance your blog. Be sure to allow readers to subscribe to your blog via email and RSS. Have your IT person make your blog display your latest tweets, feature a Search box, and include icons to your Twitter, Facebook and LinkedIn accounts. Enter blogging competitions and collect some awards, which you should display on your blog.
10. Come up with great topics. This is easier than you think. I have a folder of blog ideas and am never short of content. Simply subscribe to enewsletters and RSS feeds on your topic, set up Google Alerts as well, and you'll have plenty to write about. Publish new statistics, book reviews, "how to" posts, live posts from a conference, answer a question on LinkedIn and of course, write Top Ten Lists.

Business Development with LinkedIn and Blogs for Lawyers

LinkedIn and Blogs for Lawyers: Building High Value Relationships in a Digital AgeIt is appropriate that social media evangelist Adrian Dayton and marketing consultant Amy Knapp met on Twitter. This led the duo to write a terrific, practical book LinkedIn and Blogs for Lawyers: Building High Value Relationships in a Digital Age.

LinkedIn and blogs are the two most effective means of online marketing for lawyers, and the book delivers dozens of practical tips in 130 pages, plus an index.


Dayton wrote chapters 14-23 about blogs, which feature a 39-point checklist of ways to come up with ideas for your blog. Point #1 is solid business development advice, "what challengers are your potential customers facing?" Chapter 18 outlines five simple steps to writing a blog entry.

I like the style, which opens each chapter with a personal anecdote, presents the information in list of bullets, and concludes with an assignment.

He answers how much you should spend on your blog ($300 to $400), and the pros and cons of a group versus a personal blog. Dayton explains how to tell which of your blog content is most popular and other metrics that show your blog is succeeding, including subscribers to your blog, feedback , phone calls and new clients.

There are 6,379 lawyer blogs, according to Blawgsearch, and the author of each one will benefit by reading this book.


This business social network has more than 135 million members in over 200 countries and territories, and it is a Happy Hunting Ground for Lawyers. Knapp wrote chapters 1-13 and notes correctly that introductions are worth their weight in gold, and LinkedIn makes them simple. The purpose of meeting people online is, of course, is a bridge to doing business "IRL" -- in real life, face-to-face.

After a lawyer has built a network of connections, Knapp says it's time to maximize your present with the Events tool and posting updates to you are viewed as an information source for articles and commentary.

There are 870,000 groups on LinkedIn and business development is facilitated by joining several and participating in the discussions, and using the Follow feature to track a person's LinkedIn activities. LinkedIn enables lawyers to target potential clients strategically, by identifying five companies who exemplify the perfect client and looking up the people at those companies.

Knapp offers a neat tip on how to send an email to up to 50 of your contacts.

I've been writing blog entries since 2004 and enjoyed reading this logical and pragmatic book. No matter how experienced you are, you can still learn a trick or two from LinkedIn and Blogs for Lawyers: Building High Value Relationships in a Digital Age. Dayton and Knapp are a top-notch writing team and this book should sit right next to your folder of blog ideas.


14 Rules by In-House Counsel for Law Firms

Steve Boutwell, Kean Miller, law firm marketing, legal marketingSteve Boutwell, Director of Client Services at Kean Miller in Baton Rouge, posted In-house Insight: Outside Counsel Rules to Live By" on LinkedIn:

1) Follow my Outside Counsel Guidelines. Read them. Please don't call and ask whether or not a certain practice is acceptable, especially if it's already in my guidelines.

2) Responsiveness. Return my phone calls, and emails. Even if it's just to say, "I'm tied up right now, but I got your message." 24 hours for phone calls. End of day for email if at all possible.

3) Clear and concise communication. Keep written communications short and to the point. One page is preferred. If the communication contains a lot of detail, give me a summary up front so I can scan it and come back to the detail later.

4) Provide recommendations, not just options. Don't be afraid to opine on my matters. A list of my options is okay, but what would you do if you were in my shoes?

5) In-house counsel are making business decisions, not simply legal decisions. Remember, we have clients too. They put just as much pressure on us as we place on you. Help me look good to my clients.

6) Lawyers who "see around corners" are highly valued. Anticipate what's coming and send me alerts. And, help me avoid situations, like the one you just resolved for me.

7) Designate one person as my billing contact.

8) For publicly traded companies, strive to understand my ASC 450 reserve-setting process. This can affect our 10-Q and 10-k reports.

9) Be honest, even if it's to your detriment. If you make a mistake, let me know early. Don't try to cover it up. This can be deadly for a relationship, and especially deadly for a public company.

10) Be smart with conflict waivers and waiver requests. Think about what your request says to me. If you're asking me to allow you to represent a company that I am in litigation with, this may cause me to question your judgment.

11) Become e-discovery experts and work seamlessly with us. We expect outside counsel to be well-versed in e-discovery / ESI in state and federal court.

12) Become diversity champions. Diversity will be a part of the 2012 grade for our preferred firms. Articulate to us what you are doing about diversity in your firm, in your supply chain, and in your communities.

13) Add value. We don't have the resources to provide training on legal issues to tens of thousands of employees. For example, we have a high turnover rate in a certain segment of our security team. If you can offer a post-incident report writing class for our security team, that's valuable to us - and greatly appreciated.

14) Be a member of our team. We want long-term partners, year after year, who know us and who we know. There is an inherent value in that.

Rules to live by....


Prominent Blogs Influence Hiring of Law Firms

Blogs and Law Firm HiringIn a new report  Greentarget found that blogs influence the hiring of lawyers, LinkedIn is the online network of choice for lawyers, and that social media use is going mainstream in the legal profession.

For example, 76% of 334 in-house lawyers surveyed said they attribute "some level of importance" to a lawyer’s blog when deciding which firms to retain.

Confirming what we know, the study reported:

  • Survey respondents indicated they read blogs written by firms slightly more often than they read blogs written by journalists. In-house counsel also perceive blogs as credible (84%).
  • LinkedIn leads all other social networks in professional usage and perceived credibility (88%). [We knew last June that LinkedIn Seen as Most Important Social Network and that LinkedIn is a Happy Hunting Ground for Lawyers]
  • New media usage is going mainstream: the generational divide among in-house lawyers is leveling off. "This effect is driven by older counsel 'consuming more content' rather than a significant drop in consumption among younger counsel," the report says. [See 81% of Large Law Firms Use Social Media for Marketing]
  • In-House Counsel Largely ‘Invisible Users’ of Social Media: This audience rarely contributes content on social channels, preferring instead to listen and consume. This approach makes their true level of engagement difficult to measure.
  • Wikipedia Important, But Not to Research Law Firms: Very few in-house counsel (7%) are using Wikipedia to research outside firms, but they are using the online encyclopedia for issues-based research (51%). 
  • Firm-to-Client Communications Going Social: Whether initiated by inside counsel or by firms themselves, the legal industry is warming up to social media as a "client services mechanism."

For more, see Counsel New Media Engagement Survey


Creating a Website that will Inspire and Present the Right Firm Image

Burkey Belser, law firm marketing, legal marketingThanks to Burkey Belser for this guest blog post:

I have some bad news for you. Your old, stale firm website isn’t cutting it. Sure, your competitors haven’t done much better, but that’s not the point.


Your firm’s website is the face it presents to the world--to potential clients and strategic partners. Research demonstrates that the vast majority of purchasers of professional services rely primarily on online resources when deciding which firms to hire. How much business do you think you are losing right now because your website is undermining your brand?

Your site is not judged by your industry. It is judged against all websites. In other words, our collective Internet experience subtly informs what we believe to be good, innovative, communicative, and helpful. If your firm site is unimaginative or uninteresting, it’s telling the world that your firm is too.

So, the question is: how can you create a website that will inspire and present the right firm image?

Today’s business purchaser isn’t just surfing the Web on a desktop in the office. There is a host of new technologies providing access to the Internet, and new tools are constantly being introduced.

Does your site display well on a smartphone? How about an iPad or Android Tablet? Launch your site on your smartphone and judge for yourself. You’ll have to be Harry Potter’s elf with bony fingers to manage the navigation unless the site has been adapted for mobile. How patient do you think prospects will be with your site if they can’t navigate it conveniently?

Even the smallest mobile platforms are lightning fast today. It takes just seconds to access the most complex pages. This means that designers can “paint” the entire page with an image and even place images within images. Or combine those images with motion for effect. And this same bandwidth also allows us to use computer-generated animation to display information in diagrams, maps, and charts.

In the past, there has been a tug of war between content and graphics. This is partly a reflection of the traditionally conservative nature of the legal field, and partly due to technological limitations that made downloading graphics painfully slow. Today, however, these limitations are a thing of the past, and savvy designers know the most successful sites are exciting. And exciting sites make use of the full canvas and all the rich interaction that image and transparency and motion can deliver.

Social Media Has Transformed Monologue To Dialogue

Social media buttons have become ubiquitous, now adorning almost every web page. Link me in. Friend me. Tell me what you like, and what you don’t (I know, this last bit requires courage). But what better way to engage your prospects and partners than to encourage them to reach out to you?

The most successful firms have embraced technology and grown with it. Don’t be afraid to be creative when you show the world who you are and what you have to offer.

Burkey Belser is the president and creative director of Greenfield/Belser. Greenfield/Belser can be found online at


MPF Workshop Attendees Present Marketing Solutions on YouTube

Adam Stock, marketing partner forum, lawmarketing, legal marketing

Adam Stock

To give a real-life feel to the problem-solving exercise in our workshop at the Marketing Partner Forum, we asked the attendees to solve three separate problems, and to present their solutions before a video camera -- as if they were addressing the managing partner of their law firm.

The topic of the workshop was "Social Media to Drive Business." At the start of the workshop, my colleagues Adam Stock, Jasmine Trillos-Decarie, Steve Fisher and I showed how law firms are actually generating new clients with social media marketing campaigns. Then we broke the attendees into three groups, and assigned each to use what they had learned to devise a social media marketing plan for different kinds of law firms.

YouTube, as you know, is a social medium. To demonstrate how easy it is to record and upload a video, we recorded the presentations of our brave participants Nicole Ames and Susan Green. Remember, our speakers were working with no teleprompter, minimum preparation time and no studio lighting.

Adam Stock, the CMO of Allen Matkins in San Francisco and a Zen Master of video editing, transferred the videos to his Mac and turned each presentation into a gem.  Completing his work in 12 hours, he next uploaded them to the Lawyersdotcom ( video channel and voila!

Please offer a comment about our team effort.



Susan Greene presents the results of the medium firm scenario.


Nicole Ames presents the results of the small firm scenario.



Marketing Partner Forum Kicks Off with Business Development with Social Media

150 law firm marketing partners and chief marketing officers will gather under the sunny and tropical skies of Miami today at the Marketing Partner Forum at the Turnberry Isle resort. It's the premier law firm marketing conference of the year, and I plan to send live blog posts from the programs.

Marketing Partner ForumWhen  attendees register, they'll get two books: 25 Years of Legal Branding -- a color  coffee-table book by Burkey Belser and Donna Greenfield, and The Art of Woo by G. Richard Shell and Mario Moussa. There's also an issue of Corporate Counsel and Inside Counsel, plus lots of info on the exhibitors.

Today begins with three pre-conference workshops: "Marketing and Business Development Metrics," "Workshop for Managing Partners/Marketing Partners," and "Social Media to Drive Revenue.

The Social Media Workshop will be a lot of fun. My colleagues Adam Stock, Jasmine Trillos-Decarie, Steve Fisher and I will show how law firms are actually generating new clients with social media marketing campaigns.

We will also create three new YouTube video stars. After the presentation, the audience will be broken into three groups. Each will be given a fact pattern and asked to develop a social media campaign for a law firm.  We'll have video cameras in the room to record the presentations of the marketing campaigns, and will post them onto YouTube today.

It should be fun, providing all the equipment works. Hope to see you there.


Video Plays Slick Licks to Attract Entertainment Clients

Errol Antzis plays a nice Taylor electric guitar in his office, showing off some tasty licks that he clearly likes to play. He's not what you expect to see as the Managing Director of digital media and entertainment practice at Gruppo, Levey and Co.

He has 25 years of experience -- in law. He clearly has that and more experience playing an axe. Granted, he's a Manhattan investment banker -- but why can't lawyer bios look like this? I strongly believe it's time for lawyers to be Turning Your Bio into a Magnet for Business

Before joining GLC, Errol spent six years as an entrepreneur and principal in the entertainment industry, with firms including a diversified entertainment company, an online music services business, and a music magazine publishing company. As a result, he brings direct operating expertise to his work with client companies, and a better understanding of his clients’ needs and issues.

I love it when he says in the video, he says, "Please give me a call to discuss your business, the current environment, ways we can help you or just to talk about guitars.



Why Content Matters for Search Engine Optimization

I found this on Brafton News:

When you think of SEO, do you think of content marketing? You should. 

Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011. High-quality, search-friendly content allows businesses to populate their sites with keywords and valuable information for visitors (and both are important to search success).  

Brafton’s infographic, Why Content For SEO, explores how content is key to search engine visibility. You can click the image to see the full-sized infographic. For an in-depth look, check out a related blog post.
Content and SEO, law firm marketing



The Marketing Step Lawyers Miss - Follow-up

follow up, law firm marketing, legal marketingCheck out my latest post on The Lawyerist blog:

There is a critical step in the marketing and business development process that I have seen many lawyers miss, time and time again. Lawyers have spent countless hours and hundreds of dollars pursuing potential clients, but they left money on the table because of this omission. It may seem obvious when you read it, but the missing step is following up.

We lawyers are actually not bad at marketing, raising their profiles and making potential clients aware of us. Where we fall down is taking the next step. It is unrealistic to expect a potential client to take the initiative and call us with a file. Rather, the onus is on us to follow up—after all, the lawyer is the one who wants the business and thus has the obligation to make the next contact.

Why Follow-Up Matters

The reason that follow-up is so important is because that is where all the revenue is. It is not found in the introductory event, pitch or handshake. The money will be in one of several follow-up steps in which a lawyer determines the legal needs of the other person and methodically builds a relationship. Bear in mind it takes 7 “touches” to establish a relationship. With online touches that number increases to 7-16 times.

Smart lawyers won’t undertake any marketing initiative without planning in advance how they will follow up.

To read the rest of the post please visit The Lawyerist at



Ethical Ways to Spy on Your Competitors

competitive intelligence, law firm marketing, legal marketing, LawmarketingIt's always useful to know what your competitors are up to. Of course you shouldn't let a competitor's marketing activities govern which initiatives you pursue, and you certainly wouldn't do anything unethical.  But if you were Microsoft, you'd keep track of what Apple was doing.

To this end, I ran across a collection of practical tips about competitive intelligence from Carol Tice on the Entrepreneur web site. From a dozen tips, I included the best below.

1. Tap your vendors. Product suppliers and service providers talk regularly with all their clients. If you're on good terms with your vendors, chat them up and see what you can get them to spill about your competitors. Don't be pushy, though. Keep the conversation casual.

2. Google your competitor's website.

You can reveal hidden pages by doing Google searches such as: "filetype: doc site: companyname" says August Jackson, a senior competitive intelligence analyst for Ernst & Young in McLean, VA. Change the file type to .pdf, .xls, or .ppt to turn up data or presentations. "It's surprising how many companies put this information up and think, ‘If I don't link to it, no one will find it,'" Jackson says. You also can view the site's source code to see the meta-tags or key words being used to optimize its position in searches.

4. Troll Twitter and Facebook chatter.

If members of your industry hang out on Facebook, monitor their conversations. Music-rights agent Jennifer Yeko, president of True Talent Management in Beverly Hills, Calif., says she gets the scoop on the clients her competitors sign and the royalty rates they offer from posts made by her Facebook friends.

Many events have a Twitter hashtag that people use to chat and post speakers' comments live. If a competitor is speaking, tune in. Jackson has had success asking follow-up questions by responding and using the same hashtag.

3. Check Slideshare.

Law firms frequently use

this popular portal

to share slideshow presentations but forget to take them down. Presentations may contain financial data, forecasts and information about new projects.

Visit 12 Ways to (Legally) Spy on Your Competitors for all the tips.


5 Marketing Tips to Make It Rain in 2012

Register for Thursday's webinar and  complete a business development plan like this one for 2012. It shows you how to increase your revenue by $100,000 in 12 months.
These are my favorite tips that I recommend you include in your business development plan in the coming year:

  1. Don't Pitch People. No one likes to be sold to, so don't waste time telling people where you went to law school or about the breadth of your law firm. A business development conversation is an interview. The best way to engage potential clients is to ask questions.  Leave the brochures, bios and newsletters back at the office. Instead, be prepared with three or four good questions to ask about the potential client's business. You will distinguish yourself by the questions that you ask.
  2. Make time. "I don't have time for marketing" is the most common cop-out we lawyers give for not developing new business. So is "I have real work to do." I don't believe these excuses because lawyers do have time. The trick is to weave business development into the activities you are already doing. If you plan to stop at Starbucks in the morning, call a referral source and offer to buy him a latte and meet you. Reserve one day a week to go out to lunch with an existing or potential client. You won't develop any new files eating lunch alone at your desk. And once a month, attend a trade association meeting -- not a bar associating meeting -- but a meeting of business people.
  3. Get face time with clients.  The best way to strengthen relationships with clients and get referrals from them is to call on them.  Go to their premises and meet them in person. To alleviate any concern that a client might thing you have nothing better to do with your time, explain that it is your policy to visit all clients. Say that you need to see the factory or the offices to better understand their business needs and to better serve them.
  4. Ask and you shall receive.  Don't hesitate to ask clients for referrals. There are two magic moments to ask for a referral: at the initial client interview and at the end of the matter. In the first interview, ask clients if they will mention your name to friends and colleagues if they are satisfied with your work. And in the post-victory glow after a matter concludes, remind the client to share your name along with the good news.
  5. Be a joiner. My Dad taught me this. Join a civic group or trade association because it is a great way to generate new business. But don't go to the meeting just to warm a chair and listen to the speaker. Pick a meeting where you can make a difference and get involved by joining a committee, writing for the newsletter or offering to speak.  Attend every meeting and become a regular.  The new clients will start to flow.

Here's wishing you a prosperous 2012.  To learn more, I recommend you attend Create a Business Development Plan that Results in a Prosperous 2012, a live webinar presented by business development specialist David Ackert and me this Thursday, January 12, 2012: 10 am Pacific ♦ 11 am Mountain ♦ Noon Central ♦ 1 pm Eastern.


Six Steps to Single-Minded Marketing

"Merrilyn Astin Tarlton, Attorney at Work, law firm marketingHere's an excerpt from AttorneyAtWork's Lawyer Marketing Collection 2011. It's a free download.

This is from Six Steps to Single-Minded Marketing by Merrilyn Aston Tarlton:

Step one. Figure out what sort of legal work makes you happiest. Is it high net worth estate planning? Perhaps you like complex real estate deals because of the leg up your pre-law school job gives you. Maybe it’s as an outsourced general counsel for small businesses because you’re hooked on being part of a team. Think long and hard about this. You don’t want to make the mistake of marketing yourself to do work you dislike. Right?

Step two. Identify the category of people likely to be interested in hiring and paying people to do that sort of work for them. Small business? It’s the owner. Fathers? Well, dads, right? Most likely divorced or divorcing ones. Biofuels? Probably in-house counsel, unless it’s a company without one. Then it’s their outside counsel or the company’s CEO. You see where this is going?

Step three. Discover where those people get their information about which professionals can serve them in this field. Is it through connections they make at an American Medical Association conference? Speakers they hear at Chamber of Commerce luncheons? (Hint: Think small  businesses.) The lawyer they hear won a big case for their competitor? Yes, there are random opportunities—your kid’s soccer game, for example—but your time is best spent in a space, actual or virtual, where the folks from step two hang out.

Step four. Be there. And be visible. In a good way. In other words, there’s no point in becoming a National Allied Individual Member of the American Institute of Architecture unless you get active. That means write, speak, contribute and participate—in a positive and visible way. And you don’t always have to be demonstrating your lawyerly chops. Showing how you conduct an effective  meeting and get difficult stuff done communicates a unique capability that will draw clients to you as well.

Step five. Connect with those people in a two-way fashion. Make friends. Join working groups and identify decision-makers. Write for an online publication and then ask for comments. Better yet, interview people you’d like to have as clients for your article. Get business cards. Encourage followers if one of your venues is Twitter. You know ... identify the people you want to know you and get to know them.

Step six. Help these new friends and connections find solutions to their problems. Yep. The best kept sales secret is this: It’s not about telling and telling them about yourself, or convincing them you are so wonderful they can’t afford not to hire you. (Yucky concept, right?) It’s about listening until you find out what’s making them itch (maybe asking a question or two to draw them out), and then helping them find the solution. You might be the best solution. Maybe their problem is getting an introduction to the new mayor. You can help with that, too. Connect them with someone who can help them. It’s impressive when you are the source of solutions and you demonstrate that you care. And it’s wonderful when they hire you.

You can read Merrilyn's work and that of 10 other marketing experts when you download  AttorneyAtWork's Lawyer Marketing Collection 2011.


5 Ways to Tell If Your LinkedIn Company Page Sucks

Justin Brackett linkedin social media"Time for a healthy reality check to see if you’re doing everything you can do to drive more success from your LinkedIn Company Page efforts," writes Justin Brackett on the SocialMediaToday blog. As the VP of Marketing at @BizChangerZ, he outlines 5 mistakes and how to fix them:

1. You don’t check your page’s analytics. It’s important to utilize the Analytics tab on your LinkedIn Company Page.  All admins can access this page (it’s the fourth tab over on the top of the page).

How to Fix It:  Check your analytics! Create a baseline and record your results.  Your LinkedIn Company Page shows you Page Views, Unique Visitors and Clicks: Products and Services.  This way you can see what works and what doesn’t.  Is there a particular service that gets clicked often? Perhaps you can write the others in a similar fashion.

2. You haven’t included your services. We’ve all heard the phrase “Less is More” but not when it comes to your LinkedIn Company Page.  Not including the services your business offers on your company page is like having a website without content.  Why make it hard for people to figure out what you do?

How to Fix It: Go to your LinkedIn Company Page and click the Products tab.  Then click Admin Tools on the right hand side of the page and select Add a product or service.  This is where you get to be creative.  Select the category that best fits your product and/or service, name it, add an image, describe it, list the key features, add a URL to your website and finally, add a contact from your company.  Here’s your chance to make a great first impression.  Write your content in an interesting and engaging manner – you only get once chance at a great first impression!

3.  You aren’t posting status updates.  Yes, it can seem like a lot of work to post status updates from your personal account as well as your business page, but come on! It’s worth it in the long run, we promise.  No matter how hard you try to create a great LinkedIn Company Page, your efforts will be wasted if you don’t post status updates.

How to Fix It: This one is easy = post status updates from your LinkedIn Company Page.  Post one or two status updates each day.  The content can come from your website and/or blog, or you can post relevant news in your industry from other sources.  Share information your network will find interesting and engaging.  Don’t be spammy.  It’s very easy for connections to unfollow you and that’s what you don’t want.

4.  You haven’t created multiple variations of your page.  LinkedIn allows you the unique ability to be able to create multiple versions of your Company Page to serve custom audiences based on their profile content.  This is an awesome feature and if you’re not utilizing it, you’re missing out.  Perhaps one demographic is more interested in a particular service and you could spend some more time showcasing it on your profile.  You can create different profiles for people in different countries too.

How to Fix It:  The first thing you need to do is create your “default” version of your LinkedIn Company Page.  Afterwards, create multiple versions by clicking “New Audience”.  Write multiple descriptions and company overviews based what audience you are targeting. Include information on your company and your products and services. Tailor make it to your audience. Here comes the fun part.  You can show off your company with up to 3 banner images (640 x 220 pixels) and drive traffic by adding click-through URLs.  LinkedIn will create a rotating spotlight module to display on your page. You can add different disclaimers too.

5. You didn’t add the Company Profile plugin to your blog and/or website. Why create a page if you aren’t going to show it off? Not adding the Company Profile page to your website and/or blog is putting your hard work to waste.  I’m sure your competitors are doing it – get to work!

How to Fix It: Go directly to this page and don’t pass go or collect $200 until you add the plugin to your website and/or blog.  You can pick from a variety of styles and sizes so there’s sure to be a button that will fit your page design.  Decide if you’d like to display an inline, an icon and name or just an icon on your button.  You can also show your connections if desired.  The code is generated automatically and easy to plug in anywhere you wish!

You can also read "Does Your LinkedIn Profile Summary Stink Like a Pair of Old Gym Socks?" by marketing expert Kristina Jaramillo.


Create a Business Development Plan that Results in a Prosperous 2012

David Ackert, pbdi, How to Plan for a Prosperous 2012Business development specialist David Ackert and I will show you the Secret to Success in 2012: think and act like the rainmakers think and act. The key is to develop a personal marketing plan, which is simply a blueprint for you to get new business on a a systematic and disciplined basis. If you think like a rainmaker, take the same actions each day and build your skills over time – then you will produce the same results.

WEBINAR DATE: Wednesday, January 12, 2012
   ♦ 10 am Pacific ♦ 11 am Mountain ♦ Noon Central ♦ 1 pm Eastern
LOCATION: on the web, on your computer

In this Webinar, you'll begin to think and act like a Rainmaker. The key is to develop a personal marketing program, a blueprint for getting new business on a a systematic and disciplined basis. If you think like a rainmaker, take the same actions each day and build your skills over time – then you will start to produce the same results...

  • Do you have a roadmap for the actions you need to take to grow your business significantly?
  • Do you find ways to market yourself systematically to build up business?
  • Do you waste time by pursuing marketing that doesn’t work, such as networking with total strangers?
  • Do you know how to build and mobilize the assets you have...your clients, allies, and your professional network?

Attendees of this LIVE Web conference will learn what the rainmakers know about getting new business, and the make-or-break steps that the Best take, the steps that can also generate a record-breaking year for you in 2012.

Register Now for this key skill-building seminar, just in time for advancing your career right now in 2012. Any number can attend in one room. Just Click Here.

Who should attend:

  • New partners or associates looking to advance a career
  • Attorney aiming to become a top producer
  • Aspiring entrepreneurs who need to build or re-vamp their practice
  • Firm leaders, practice groups and office members whose success is dependent on the business development productivity results of their team

Attorneys must see themselves as entrepreneurs. It doesn’t matter if you practice at a large firm – or if you operate on your own. You are responsible for building your own business.

The seminar gives you an abundance of proven, practical ideas and suggestions to build your personal road map and improve your marketing activities.

Topics Include:

  • Focus on your ideal prospective clients
  • Define your personal value proposition
  • Market to your best existing clients
  • Market yourself inside your own firm
  • Co-market with high power professional allies
  • Build your network with a purpose
  • Ask for introductions
  • Build your professional reputation

Learn what the Best do on a systematic basis to make the difference in their business building.

To register: Click Here to register online by credit card.


Improve Your Firm's Search Ranking Using Google Places

Steve Matthews Stem LegalSteve Matthews published a concise article "Think Global, Search Local: Claiming Your Spot on Google Places" in the ABA's Law Practice magazine. 

“Google merged its natural search results—the non-sponsored listings that usually appear on the left-side of the page, also known as ‘organic listings’—with its local search results,” writes Matthews, president of Stem Legal Web Enterprises.

“This new, combined approach means that for some local searches, 80 percent of the page-one listings now belong to local businesses. As a result, law firms without a Google Places account face the real possibility that they may fall from the number-one position to the bottom of the first page in a search result—or even off the page entirely.”

He sets out nine steps that will enable you to take advantage of the power of local search and respond to Google’s latest algorithmic changes.

  1. Go to add to set up your Google Places account. Complete the registration form as thoroughly as possible.
  2. Ensure that the key contact information on your Google Places account is the same as on your firm Web site, particularly your business name, phone numbers, site address and physical address.
  3. Carefully choose the categories under which your firm is listed, and use no more than five categories. Larger firms will want to cover service areas that match their brand and promote their most profitable practices, while solos and smaller firms can identify unique practice areas that may help them stand out.
  4. Upload photos and videos to enhance your listing.
  5. Keep your firm’s site involved in the effort. Include local terms in the title tag, acquire links that embed regional search terms, and embed Google’s map widget in your firm’s contact page (with the location exactly matched to your business’s marker in Google Maps).
  6. Register your site outside of Google as well. Bing and Yahoo Maps are good places to start. Again, ensure that everything matches and that the formatting of the firm name and contact information is replicated perfectly.
  7. Register your site with both generic local business directories and law-specific directories that feed Google Places and Google’s local searches.
  8. Use Google’s keyword research tool to maximize your exposure for searches with the highest monthly volumes.
  9. If your firm has multiple offices, each should jump on the opportunity to have its own Google Places listing (again, replicating the foregoing tactics for each office).

To read the full article, visit Think Global, Search Local: Claiming Your Spot on Google Places.