Effective digital marketing for attorneys is made more difficult by the need to comply with local Rules of Professional Conduct. This series explores those rules and offers help to attorneys who want to market their practice online.
One of my passion projects is working on the marketing and public relations needs of Team Rubicon, the veteran-led disaster response organization. I manage this department for the Northwest United States, from Alaska to the Dakotas. In particular, I focus on using the media to spread Team Rubicon’s message, to recruit volunteers, and encourage donations. […]
“Why not market to everyone? We want the most number of customers possible.” Frankly, this is a valid point. All businesses want to maximize the number of potential sales they can make. However, in order to maximize the number of potential sales, it is critical that businesses don’t market to everyone. Photo by Kim Gorga […]
Television, the Internet, and other forms of electronic communication are now among the most powerful media for getting information to the public, particularly persons of low and moderate income; prohibiting television, Internet, and other forms of electronic advertising, therefore, would impede the flow of information about legal services to many sectors of the public. RPC […]
While there are traditional marketing approaches that come from business school, these approaches – particularly the marketing funnel – are not consistent with behavioral science. An approach based on the psychological techniques taught to interrogators is able to flexibly respond to the emotional states of customers. This piece will show you how. From Brand Concepts […]
Recently, the Federal Trade Commission (FTC) enacted its first enforcement action against businesses using influencer marketing in ways that violate its regulations against deceptive business practices. (The first crackdown occurred in April 2017, when the FTC sent “reminder letters” to influencers and businesses.) Companies realize that, while influencer marketing is an incredibly effective method of […]
When the Small Business Association (“the SBA”) considered what entrepreneurs needed to do to thrive in today’s world of massive, publicly-traded corporations, the SBA recommended that they spend seven to eight percent of their gross income on marketing. For many just starting out, this may not be much, but its money that needs to be […]
When I work with small to mid-sized businesses, I typically begin with helping them claim their businesses on various platforms. (Which platforms? That would be industry-specific, particularly depending on whether these businesses are B2B or B2C enterprises. In general, though, I am talking about Facebook, Instagram, Twitter, Google and Google Local, LinkedIn, and Yelp although […]