How will Apple’s timed notifications affect your LinkedIn posts?

On Sunday, 27 March 2022, Apple introduced timed notifications. This groups existing app notifications into less intrusive groups.

But if you want your LinkedIn posts to travel, you need to exclude LinkedIn comments from these grouped notifications.

Here’s why:

  • Comments are the lifeblood of how far your post will travel.
  • The effect of a comment is four times higher than a like.
  • But that is doubled during the first couple of hours when you’ve posted.

So, if you switch off notifications, then you’ll likely miss out on comments, and opportunities to respond, take conversations into other channels.

So, for now at least, my advice is to keep LinkedIn outside of your notifications groupings, and respond organically as the comments roll in each morning.

On your iPhone, choose

  1. Settings
  2. Notifications
  3. LinkedIn
  4. And then make sure that notifications are selected as ‘immediate’

As in the image below.

apple-notifications

How will Google’s switch from Universal Analytics to Google Analytics 4 affect my law firm?

What is the switch from Universal Analytics to Google Analytics?

In a move to adhere to privacy laws Google has recently confirmed that Universal Analytics, UA, will stop processing new website visits and will permanently shut down on 1st July 2023. The change will see UA become replaced by the latest version of Google Analytics, GA4.

If you currently use Google Analytics, it’s likely that you’ll be using UA, and so will need to switch. Although UA doesn’t deprecate until 2023, there are two reasons why you need to at the very least, set up GA4 today: 

  • Larger accounts (such as top 100 law firms) can no longer add new goals to their UA Google Analytics account; and
  • GA4 will not import any historic UA data, and so for you to be able to compare month on month and month vs. last year performance, we need to run both instances for the next year.

 

What will the switch mean for my law firm?

If your law firm doesn’t add GA4 soon, from deadline day next summer you will lose all of the data you have collected and you’ll no longer be able to set up goals for your marketing campaign under UA.

In fact, some larger sites are already facing restrictions and some are unable to set up additional goals in UA.

Whilst this may come as a surprise, the switch does have some benefits. One key positive point to note is that the move to GA4 is built with GDPR in mind and adheres to all privacy laws. This is because the tracking implementation is changing from a predominantly cookie-based and session orientated tracking, which relies on I.P addresses, to an event-based tracking system.  

GA4 will work synergistically across all apps and your website so that you can get a complete and more accurate view of how your customers interact with your business across various platforms. 

Other benefits of GA4 include:

  • Upgraded benefits to customer journey tracking
  • Improved user engagement analysis
  • Additional audiences for your ad campaigns
  • GDPR safe privacy and tracking features
  • Simplified goals and events setup
  • Enhanced data reporting

 

Why do I need to make the switch for my law firm website?

In order to continue to use tracking benefits and your visitors’ data to help you make data-led decisions for both your advertising and marketing campaigns when UA is discontinued it’s vital that you make the move. 

Not only will there be a process in making the switch, transferring your UA data over but there will also be a huge period of adjustment for your team to familiarise themselves with the features and plugins. 

The good news is that we have developed some plug and play dashboards for law firms, where you’ll be able to focus on analysing the outcomes, rather than worrying about building the input for GA4.

 

Why do I need to do it now?

Unfortunately, there’s no magic button and whilst the switch-off doesn’t start until next year, firms must start preparing to keep valuable data because it’s recommended that firms need 12 months of data gathering using both systems to have a hassle-free, end-to-end transition. 

Firms that leave it to last-minute risk being unable to build the necessary historical data, and will likely stumble upon harder to resolve problems.

The 14-month handover period gives you and your team a chance to get used to the tracking elements, for instance ‘goals’ will now be termed as a ‘goal event’ with conversions set to each event that provides a transaction or lead. 

After the complex and unusual data your firm has received during the pandemic, this year should be a huge focus on tracking through both programmes so that from next year you have strong data foundations into your client activity. 

 

Can I store my historic data from UA Analytics?

Yes, we can help you do this. It’s likely to be a bespoke SQL database in light of your specific needs. We’re happy to quote for this.

 

Can TBD Marketing help me to switch over to GA4?

Yes, we’d be happy to. We can also show you our industry standard reporting dashboards in the process (we’re offering the move to GA4 for free to analytics dashboard subscribers). Contact us to arrange an informal chat.

The irresistible case study. Why your law firm needs them

The way we shop for services has changed. As consumers, the digital world has trained us to seek reviews, ratings, testimonials, and case studies before buying.

Think about the last high-value service you bought. Was it bought quickly, without you being exposed to any marketing and with no recommendations from others you trust? We thought not..

Nothing builds credibility and trust with your prospects like a success story featuring your product/service. Case studies need to be a consistent part of your content marketing strategy.

 

Why you need case studies in your marketing mix

Not only do case studies demonstrate your expertise, they build client trust and give your prospect that all important social validation. 

From a SEO perspective, case studies are one of the most straightforward, natural places you can write content around your target keywords. They keep your website content fresh and give you the opportunity to publish in-depth content, all of which is great for SEO.

 

What makes case studies so influential?

Case studies take a different approach to traditional broadcasting. You are showing your expertise, rather than just telling.

Your firm needs to demonstrate that your service solves a problem. If you can articulate your approach and show how this provides value to your clients then it gives your customers the social validation they need to buy.

Case studies are also key to brand storytelling. A great case study tells a complete story. Readers can see the whole picture from start to finish. A great case study has a compelling story with a problem, a strategy to solve the problem and the journey to resolution.

 

How case studies help with lead generation

A major benefit of crafting a case study is to eliminate the doubts of your prospects. If they can visualise their success by seeing others’, it supports the value your firm brings.

User generated content – which a case study is – holds great weight with your online audience. Real-world results that come from your customer are more compelling than a brochure you’ve written will ever be.

When your case study is structured correctly, it might just answer many of the questions you frequently get asked by your prospective customers.

 Once you gain the trust of a prospect, it becomes much easier to convert them.

 

Ways to incorporate your case studies

  • Create a dedicated case study page accessible from your homepage
  • Use case studies in your sales and content marketing material
  • Repurpose quotes and sections of your case studies into graphics, snippets as supporting marketing and in your social media

 

But what about client confidentiality?

First things first, your case studies should never breach your firm’s guidelines and should feel in keeping with how you want your firm to come across online.

Secondly, don’t let client confidentiality discourage you from sharing good news on behalf of your clients and firm.

You may be surprised how many clients will share their story once asked.

Alternatively, there are ways of maintaining anonymity by grouping cases together, leading with results and detailing the process rather than the individual/business.

Whilst client confidentiality can feel like a barrier, there is often a way to showcase your success, and it is so worth it. This simple testimonial increased conversion by 34% so just imagine what a detailed case study could do. 

 

FAQs

What is a case study and why should you create one?Case studies are a powerful tool to increase sales and drive conversions. They provide real-life examples of how your brand helps customers reach their goals.’ Neil Patel.

What is the purpose of a case study? The main purpose of case studies is to show how a product or service has been implemented successfully by customers.

How to get clients to agree to be in case studies.

  • Make it as easy as possible for your clients to contribute.
  • Asking for 20-30 minutes for you to interview your clients based on their experience is a good way to get buy-in from time poor customers.
  • Craft a series of questions, interview your customer
  • Share with your customer for sign off once written.

Where can I share my case studies? Social media, a customer success stories page on your website, add them to your proposals, events and webinars.

What is social proof? – ‘Social proof is a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation’.

Buying legal services is a considerable commitment from your client and isn’t a decision that is made quickly and without research. Building social proof should be a key component to your marketing and business development strategy. Without them, your customers take longer to convert and your firm is harder to trust.

 

So, where can I start?

If you’ve recently submitted entries to the Legal 500 or Chambers submissions we help a number of our clients recycle this great content into case studies. Contact us here to maximise the work you’ve already done.

Law Firm Marketing in 2022 – It’s about more than Social Media

The role of marketing within law firms has changed. In a world that has become increasingly digitized, the way our employees and customers experience us is wildly different than it was just two years ago.

For the firms that have adapted to this digital revolution, the marketing rule book has been re-written, and those that haven’t have found themselves left behind. 

We are seeing more of a shift towards building communities, social selling and adopting a digital-first mentality. Maintaining a presence on social media is still vital, but as a part of your marketing mix.

So, where does that leave us in 2022 and beyond? 

Below are some of the key findings that will help your law firm marketing this year.

 

The Digital 100 data

We have seen The Digital 100 firms becoming savvier about SEO and firms gaining record followers because of their presence on social media. Linked to this activity, we’ve also seen increased views in response to video marketing (more on that later).  

But, there is work to be done! Some of our data revealed the following:

  • Five of the top 100 don’t have a YouTube channel. A presence on the platform is a vital part of video marketing for Law Firms.
  • Firms have taken their eyes off old social.
  • The top 100 have yet to take full advantage of new social opportunities e.g. newsletters, audio and cover stories.
  • A lot of firms have given up on organic reach in favour of paid only.

So, what can be done to make a difference in 2022?

 

There’s opportunity in old social

Some might say ‘Facebook is dead’. Well, we respectfully disagree.

Consider these two statements.

  • Facebook ranks as the third most visited website in the world, even today.
  • People are very proud of where they work and will often share content with their network.

Facebook is used differently across the world and you should be mindful of any cultural differences. But, let this also work to your advantage, what you disregard may land better elsewhere.

We recommend you look at the posts that perform well and experiment to see what happens when you tweak certain elements. 

 

Organic vs paid

Many firms have given up on organic reach in favour of focusing on paid advertising. But, there are still many ways to benefit from organic reach.

Once you have created and published a fantastic piece of Evergreen content, you’re not done! This approach does take time, but ‘set and forget’ leaves money on the table.

Look at Hubspot, their content is constantly renewed, refreshed and refined. Content that was created in 2019 is refreshed in 2022 so you know what you are reading is fresh and relevant.

Effectively, if you don’t get your organic reach working for you properly, you will get taxed when you come to paying for reach. So, do we suggest you focus just on organic reach? No, it’s a balance between the two.

Draft something, see how it’s received, ask questions, add to it, refine it, add faqs. Primping and refreshing your content is so worth your time.

 

Share it, but say something about it

“Immature poets imitate; mature poets steal; bad poets deface what they take, and good poets make it into something better, or at least something different.”

T.S. Eliot, The Sacred Wood

It’s very easy to share an article from your law firm with your network. But what value does that add to your network? How do you feel about it? Why should your audience care? Why are you sharing this?

Why not take a shared update from another lawyer/blog post/press release etc and add your authority to it?

Being able to share relevant content with an added layer of you is a great way to build both credibility and your personal brand.

 

Social selling and narrowcasting

‘Hitting the phones’ is no longer enough, when it comes to sales in 2022, you need to be an all-rounder and use the data and opportunities that are readily available. So, what does social selling mean? 

Using social media to find prospects, build brand awareness, and build relationships with potential customers.

And ‘narrowcasting’? Well, it’s the opposite of broadcasting. With narrowcasting you target specific groups in specific places (in person and online).

In a sales context, this means always keeping your end user in mind when creating content on social media. What problem are you solving for this particular customer?

Social selling also highlights the difference between posting and commenting. We all know that person who only posts about themselves. If you only ever broadcast, it’s always about you. Engage with your community, add value first. 

When social selling is done well, it keeps your audience warm and helps you qualify marketing leads.

 

Making the most of mobile

If you’ve not visited your own site via your mobile recently, we’d encourage you to have a look. How quickly is it loading? Are any of your pages cropped, are there any buttons missing?

It sounds dry – and it is – but how many times have you x’d out of a window because it was just too hard to get the information you wanted? Your website and social content needs to be frictionless.  

Potential customers unconsciously form opinions about your firm based on the mobile-friendliness of your content. If it’s too hard to navigate on their phones, they’ll most likely spend their money elsewhere.

Whilst we’re on the subject, what does your email marketing look like when read from a mobile? If you’re unsure, start with the following:

  • Limit image size to 600-700px on desktop, and 320-385px on mobile.
  • Design the email so users don’t have to pinch and scroll to read.
  • Use short paragraphs and bullets to make your content as scannable as possible.

As well as how it looks and functions, of course your messaging needs to be on point. Which leads us to…

 

Intent based email marketing

To nurture your email list effectively, you need a clear understanding of your prospects, their interests, and where they are in the buying journey. 

It’s not enough to assume your buyers are all at the same stage in their buying journey and simply direct readers towards your practice website.

It’s time marketers focus on their biggest business goal: finding buyers who are ready to buy. To that end, it’s helpful to know who’s searching for your solution—and who is potentially in-market. Intent monitoring is the answer, and it’s a top trend that we anticipate will grow in 2022. When combined with actionable insights, it offers a powerful way to impact business growth. – Paula Chiocchi, Outward Media, Inc.

So, what does that mean from an email marketing perspective?

Intent-based email marketing is an approach that targets prospective buyers as soon as they show interest in a particular topic. The email simply references the prospect’s interest and provides relevant content. 

 

Video marketing for growing your firm

It’s well known that video has been an emerging trend for the last 10 years, but people are still watching more video online than ever before.

Firms that use video marketing as part of their strategy build loyal followings, build brand equity and convert the most customers. When it comes to creating awareness of your brand, a video is an excellent way to build trust.

Not convinced? Here are some stats we hope might convince you:

Video FAQ

Where should I put my videos? We suggest LinkedIn and YouTube (we assume they’re already on your website).

I have a graduate channel, is that ok? No, we’re afraid not, you need a main channel.

But, I’ve created content on LinkedIn already? Great, you’re at an advantage, get it loaded on to YouTube. Whilst you’re at it, share any recent webinars and events you’ve held.

What do I post about? Think about the questions your prospects ask you the most. What are the biggest problems you solve? Make a video about that. 

Do I need captions? Yes please. For accessibility and for secret scrollers at work (with the sound off).

 

Make your marketing minutes count

Whether you’re an in-house marketer or a founder, marketing has changed for all of us and it will continue to do so.

Buyers today are shrewd and connected. Once upon a time, customers might have hoped you have what they want, today they expect you to have it.

The good news is that with more tools and insights at our disposal than ever before, we know what needs to be done to effectively market your firm. 

The bad news is that it takes experience. Just as your fee-earners protect their billable hours, so should you.

 

If you’re a founder and reading this has made you think about marketing in a different way, we’d love to talk. It might be that the best use of your time is outsourcing this type of work. Get in touch here.

 

How does your marketing stack up? Why watching the competition works

Whilst having a laser focus on your goals can help you stay on track, it can also insulate you from learning from others, the industry and other market leaders.

It might feel like progress to see that your firm’s social media following is growing each month. But what if you learned that your competition is growing at twice the rate? Without this context your firm can fall behind without ever knowing it. 

This data matters, and it’s how you edge your rivals when they have become complacent.

 

What are the main reasons I should benchmark against my competitors?

By benchmarking, you are able to:

  • Understand your firm’s performance versus the industry and your key competitors. 
  • Find opportunities to gain market share by outperforming where your rivals are weak. 
  • React to market trends and adjust accordingly.
  • Track your position in the market over a period of time.

Competitive benchmarking can be as simple or as specific as you like and your approach should be informed by your aims and priorities.

 

How do I start benchmarking?

Decide which KPI’s you will measure. We suggest choosing three to five to start. You can always add one in if you need to at a later date.

If you’re unsure, think about ways you could measure growth; things like social media, SEO, brand awareness and customer feedback. 

Or, if you want to stay fairly broad, you could opt for measuring:

  • Company marketing
  • Digital marketing
  • Pitches
  • Pricing

 

Identifying your competitors

One option is to look at your closest competitor in terms of size and success. Is there a competitor who you are neck and neck with? Could there be gains you can make in the short-term that give you an edge? Looking to your peers can also give you a view on who may be ‘gaining on’ your firm.

If your ambitions are bigger than edging your close competitors, you might set your sights a little higher. Focusing on the leaders in your field (whilst initially depressing) will help you see which commonalities these bigger firms have, and where their weaknesses are.

It’s also worth looking at the smaller firms and new players in the market. It will give you a sense of who might be coming up and who is doing things differently. Disruption in the legal services is always a potential risk and it would be a mistake to ignore the smaller players. Minimise the chance of being caught off-guard further down the line as the smaller firms catch up by taking into account different ways of working.

 

Deciding on your metrics

Where possible, keep what you’re measuring simple so that you don’t become overwhelmed and the data is straightforward to track over a period of time.

For example, if you want to focus on website growth: you could track your site traffic using a tool like Google Analytics.

If you want to increase your social media following, you could compare competitors’ number of followers using a tool like hootsuite or sprout social. 

 

The benchmarking bit

Create a report for each goal (i.e. the social media, SEO, brand awareness and customer feedback we talked about earlier) and decide on a schedule for tracking.

You will know what rhythm suits your firm best, be it weekly, monthly or annually. It’s probably more often than you think, so you can take advantage of when the data is live and less often for the data you have to find manually. Like most meaningful marketing, it’s nuanced.

Regularly check that the things you are measuring are still relevant to your company’s goals. If your aspirations change then your benchmarking may need to reflect this.

 

Resources we think you’ll like:

Compare website speed results of your peers: https://www.thinkwithgoogle.com/intl/en-gb/feature/testmysite/ 

Analyse your firm’s email marketing open rates with the industry standard: https://mailchimp.com/resources/email-marketing-benchmarks/

Google Analytics benchmarking marking report so you can filter data by channel, location and devices https://support.google.com/analytics/answer/6086676 

Similarweb: Find out where your traffic is coming from compared to others https://www.similarweb.com/ 

SEMrush: Find the gaps between you and your competition with backlinks, ads, keywords and more. It’s totally free up to 10 inquiries per day. https://www.semrush.com/ 

 

All the gear and no idea?

Tech and data is cool isn’t it? At least we think so. But it might be that your time is best spent winning new business. If you know you need to benchmark but want someone else to do the heavy (data) lifting, get in touch here and we can set up a session to discuss your benchmarking strategy. 

Contact us