Arquivo da categoria: escritórios de advocacia

Estratégias de redes sociais para escritórios de advocacia

Atualmente os escritórios não têm escolha sobre ter ou não presença nas redes sociais. A questão agora é quão bem cada escritório utiliza os recursos disponíveis. Embora a estratégia seja diferente para todas as bancas, existem táticas gerais que comprovadamente funcionam. Se o seu escritório deseja melhorar a performance ou não está vendo resultados com a atual estratégia implementada, nossas dicas irão ajuda-lo a alcançar vantagem competitiva. Confira o nosso checklist e descubra se você está caminhando na direção correta:

  1. Defina seu público:

A parte mais importante do planejamento é conhecer o público-alvo. Todas as ações devem ser elaboradas para nutrir e aumentar os seguidores das páginas. O escritório deve detalhar minuciosamente o perfil de quem pretende alcançar. Vá além das generalizações. A banca não deve focar apenas em “empresas que precisam de um advogado/escritório de advocacia”, mas em “Empresas atuantes no Estado de São Paulo que recentemente decretaram falência e podem estar em busca de um advogado/escritório especializado na área de Recuperação Judicial”.

  1. Selecione a (s) plataforma (s):

A criação do perfil do público ideal deve auxiliar o escritório na escolha das redes sociais que serão utilizadas. Por exemplo, se o seu público for composto por empresas, elas provavelmente estão no LinkedIn, no Facebook e no Twitter. Se a banca quer atrair millennials (divulgação de vagas) e Startups, Fintechs, etc, o Instagram pode ser uma boa rede para explorar. É importante escolher de uma a três plataformas, pois operar bem em uma ou duas é melhor do que para executar uma presença ruim em cinco ou seis. Para mais informações sobre o tema acesse: https://marklecomunicacao.wordpress.com/2019/01/23/qual-a-rede-social-mais-indicada-para-os-escritorios-de-advocacia/

  1. Defina metas claras e realistas:

É fundamental ter metas claras e específicas ao planejar a estratégia. Por exemplo, o escritório deseja gerar mais acessos ao site ou aumentar seus seguidores em uma plataforma específica? Quer aumentar os contatos do mailing list para o recebimento dos comunicados elaborados pela equipe ou precisa divulgar uma nova área de atuação? Aumentar a quantidade de seguidores da Fan Page do Facebook não é um objetivo claro. Aumentar em 20% a quantidade de seguidores da Fan Page do Facebook nos próximos 60 dias” é claro e mensurável.

  1. Crie políticas de respostas para o público das páginas:

Elabore respostas consistentes que representem os princípios e o compromisso do escritório com seus clientes. É especialmente importante que todos os envolvidos saibam como lidar comentários negativos, pois responder indevidamente a comentários negativos pode prejudicar a reputação da banca.

  1. Mensure os resultados:

Para obter o sucesso almejado o escritório deve acompanhar os resultados obtidos. É preciso observar o crescimento do público-alvo, quais conteúdos geram maior engajamento, o tráfego gerado para o site e os leads e conversões gerados pelas redes sociais. É provável que existam outras métricas que possam ser mensuradas dependendo da atuação da banca e dos objetivos estipulados. Para mais informações sobre o tema acesse: https://marklecomunicacao.wordpress.com/2018/10/03/como-mensurar-o-desempenho-do-marketing-digital-do-seu-escritorio/

Com tantas plataformas diferentes disponíveis, cada uma com suas características e peculiaridades específicas, pode ser um desafio criar um plano sólido, mas é um trabalho necessário. Pior do que não ter uma sólida presença nas redes sociais é ter uma presença ineficaz. Uma estratégia bem elaborada pode ser o que falta para o seu escritório brilhar no ambiente digital!

Priscilla Adaime é sócia da Markle Comunicação e especialista em Marketing Digital.

Para obter mais informações sobre marketing jurídico siga a página da Markle Comunicação e Marketing Jurídico no LinkedIn e Facebook.

www.markle.com.br

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Hashtags: 6 dicas para usar com sabedoria

Hashtag é a junção de duas palavras em inglês: hash, que significa jogo da velha e tag que quer dizer etiqueta. As hashtags são palavras-chaves procedidas pelo símbolo # que cria hiperlinks para agrupar os posts publicados nas redes sociais. Elas categorizam e organizam o conteúdo. Ou seja, esta é uma maneira bem mais prática de agrupar diversos conteúdos sobre um determinado tema, facilitando a pesquisa posterior sobre o tópico desejado.

Confira nosso infográfico com dicas básicas para usar as Hashtags.

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Qual a rede social mais indicada para os escritórios de advocacia?

Existem diversas redes sociais disponíveis para a divulgação dos escritórios, mas como saber qual é a rede adequada para divulgara sua banca? Abaixo apresentamos cada uma delas, suas características e as vantagens que proporcionam de acordo com o perfil de cada escritório.

LinkedIn:

O LinkedIn é uma rede social de negócios focada no desenvolvimento de relações profissionais, onde os escritórios podem desenvolver o marketing B2B (feito de empresa para empresa). A rede promove o compartilhamento de experiências corporativas e conquistas profissionais, para assim gerar negócios e criar oportunidades. É o ambiente prefeito para a divulgação de escritórios e advogados que prestam serviços para empresas (pessoa jurídica) e almejam divulgar informações relevantes para diretores jurídicos e C-levels.

Facebook:

O Facebook é uma plataforma utilizada tanto por pessoas físicas quanto pessoas jurídicas. Apesar de não ser uma rede voltada apenas para negócios ela também pode ser utilizada para o B2B. O ideal é criar uma estratégia específica, menos comercial e mais pessoal, e evitar apenas replicar os posts publicados na Company Page do LinkedIn. Para os escritórios que atendem apenas empresas a Fan Page é bastante indicada para o desenvolvimento do branding. O artigo Facebook vs. LinkedIn: Which Is Better for B2B Marketing?criado pela Element Threeapresenta uma ótima análise sobre as principais diferenças do marketing B2B  no LinkedIn e no Facebook.

Twitter:

O twitter é um “microblog” que promove a interação social. Os usuários compartilham informações através de mensagens curtas (140 caracteres), determinam os Trend Topics, assuntos mais populares, e dividem interesses comuns pelas hashtags. Para obter sucesso no twitter os escritórios devem publicar conteúdo voltado para os clientes e não apenas noticias e informações sobre suas atividades e as atividades de seus advogados. De acordo com o artigo How can law firms use Twitter for business development?é uma ótima plataforma para demonstrar conhecimento profissional e posicionar-se como um especialista e líder em sua área de atuação. O re-“twett”, conhecido popularmente como RT, é mais uma opção para os escritórios que desejam manter a página atualizada. Através de updates de outras contas é possível alimentar a página e diversificar o tipo de conteúdo divulgado.

Instagram:

O Instagram é basicamente uma plataforma baseada em imagens. Os usuários postam fotos ou vídeos curtos acompanhados de legendas ou hashtags. Apesar de ser uma rede social popular a audiência e comportamento (maioria de mulheres e jovens) não representam a melhor oportunidade de investimento para os escritórios de advocacia. As exceções podem incluir bancas que concentram-se na geração dos millennials, ou aqueles que por acaso têm acesso a excelentes fotógrafos ou designers gráficos. É claro que os escritórios de advocacia com grandes orçamentos não devem hesitar em investir em um plano de marketing para o Instagram, mas as bancas que não têm orçamento e tempo devem descartar essa plataforma.

YouTube

O YouTube é uma rede de compartilhamento de vídeos. O vídeo é uma das opções de marketing de conteúdo que mais cresce e gera maior engajamento nas redes sociais, no entanto, também é muito fácil errar ao utilizar o vídeo. Para os escritórios de advocacia a produção dos vídeos pode significar um grande desafio. A qualidade é fundamental, por isso é muito importante contratar um profissional experiente para criar, produzir e editar as imagens. Vídeos caseiros podem gerar o efeito oposto. Outro fator relevante é a linguagem utilizada, ela deve ser acessível. Os vídeos devem ser curtos e objetivos. No YouTube a periodicidade também é importante para gerar fidelização do público, pois quanto maior o número de seguidores, maior será a relevância do seu canal na plataforma.

As redes sociais demandam tempo, dedicação para a produção de conteúdos específicos e a criação de estratégias alinhadas aos objetivos de cada escritório. Atualmente a presença online é fundamental e indispensável, mas sem planejamento não produzirá o retorno almejado, portanto avalie qual é a mais adequada antes de criar as contas. Uma página mal alimentada pode ser um tiro no pé.

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Marketing your practice: How to attract more clients by positioning your attorneys as “thought leaders”

By David Brooks

The attorneys in your practice are more than knowledgeable; they are thought leaders in the legal field. So why not share their expertise, and market the practice in the process?

Seeking information

People actively seek legal information. Indeed, legal websites are highly popular, books offering legal advice sell well, and television shows like “Law & Order” have found new viewers in repeat syndication.

There is an audience of would-be clients waiting for information and insight from your experts.

As important, there is a community of fellow attorneys interested in exchanging ideas and sharing opportunities. This community serves as a potential audience for your experts, and a source of new clients.

Taking advantage of opportunities

There are numerous ways to connect with others.

Issue press releases. Each time something significant happens at the practice, issue a press release. “While there are no hard and fast rules, the most important factor is that you’ve got to make sure it’s newsworthy and useful to the reader,” says Scott Lorenz, president of Westwind Communications, a firm specializing in law practice public relations and marketing.

Reasons for a press release include a new attorney or legal professional joining the practice, awards or accolades an attorney has received, new practice offerings, new office location, and more. Assuming the news has value, spread the word.

And while you’re at it, make sure you distribute the press release widely. Use an online distribution network, like PRWeb or PRNewswire, but also send your news directly to local newspapers and information outlets. Doing so may result in an article about your practice.

Contribute an article to the local newspaper. A press release may get others to write your story, but don’t overlook offering one of your practice’s legal experts as an author. Choose a hot legal topic, one that an attorney from your practice has knowledge of and can provide commentary on, and approach the local newspaper about contributing an article on the topic. In lieu of payment for the article, ask that a photo of the author and his or her short bio appear with the piece.

Create a blog. A blog at your practice’s website that speaks to client legal concerns can serve as a valuable resource, while generating traffic to the site. It can be written by one or more of the practice’s legal experts.

Contribute to a website. Legal websites and general interest websites that cover legal topics are often seeking credentialed experts to share information. Conduct a search using Google and explore sites that might be a fit for the experts at your practice.

Become active on social media. By joining LinkedIn groups and participating in group discussions, attorneys can showcase their expertise. Encourage them to leverage LinkedIn to share information and ideas, build professional community, and, as a result, promote the practice.

Twitter also offers opportunities for sharing and image-building. Although the practice may already be tweeting, creating separate accounts for attorneys will call attention to these experts as individuals and help to position them as thought leaders.

Present at a webinar. Publishers, media companies, professional associations, and other organizations offer webinars to their members. Webinar presenters generally choose the topic, or at least have a say in the direction it will take. Because webinars tend to get heavily promoted, a presenter gets a lot of publicity. And of course the webinar itself provides exposure.

Speak at conferences. Sure, professional conferences allow for networking. But speaking at a conference provides the ultimate opportunity to be seen—and heard. Like webinars, conferences are heavily promoted, which means your legal expert’s name, photo, and bio will appear in marketing material. This, along with the presentation itself, can generate a great deal of interest.

“Conference speakers enjoy many benefits, including introductions to new colleagues which often result in new business,” says Anna Brekka, principal of Brekka Consulting, a B2B marketing and events planning firm.

Contribute to law journals and legal publications. It’s important to stay connected to the legal community, as colleagues are an excellent source of client referrals. When attorneys from your practice contribute to law journals and legal publications it brings notoriety to the practice, and keeps these experts top of mind in the legal community.

If one of your practice’s attorneys publishes in a prestigious journal or publication, you can build on this recognition by‑you guessed it‑issuing a press release.

Which raises an important point: None of these activities should take place in a vacuum. Issue a press release to announce an upcoming webinar or conference presentation. After the event, use social media to link to the archived presentation. Similarly, link to a published article within a blog post.

Find ways to use as many available outlets as possible to create buzz with attention to the main message: Your practice has dynamic legal experts who are thought leaders. Make people take notice and watch the practice grow.

Fonte/Source: https://www.lawofficemgr.com/marketing-your-practice-how-to-attract-more-clients-by-positioning-your-attorneys-as-thought-leaders/?utm_source=05-31-17-Story4&utm_medium=marketing-your-practice-how-to-attract-more-clients-by-positioning-your-attorneys-as-t

Branding is the heart of Your marketing message

Author: Micah U. Buchdahl

Let’s just start with the premise that branding is not optional. Every law firm, practice group and individual lawyer has a brand. The question is whether the market dictates it or you control it yourself. Ideally, you want to control the message to the best of your ability. But it takes planning, strategy, implementation and ongoing monitoring to be truly effective.

BusinessDictionary.com defines branding as the process involved in creating a unique name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Renowned marketing professor Philip Kotler defines branding as a “name, term, symbol or design, or a combination of them, which is intended to signify the goods or services of one seller and to differentiate them from those of competitors.” It is the concept of differentiation that is lacking in most law firm branding efforts.

Nobody is suggesting that an Am Law 100 firm is spending six-figure sums annually on print advertising in corporate counsel-targeted publications because a general counsel is thumbing through a magazine looking for representation. But there is clearly a reason for doing so. It is image advertising and brand awareness marketing. It is branding.

Every law firm and lawyer strives to be the Kleenex, Xerox or Tylenol of the profession, where you replace “I need a criminal defense lawyer” with “I need Johnnie Cochran.” In the case of Cochran, who passed away in 2005, his firm has grown significantly since his death. With offices nationwide, the firm has basically franchised the brand to lawyers in markets across the country. It is a combination of the law firm brand and the individual attorney brand morphing into something significant and rarely achieved.

The power of the law firm brand is not limited to consumer audiences. You can argue that Cravath has a brand for mergers and acquisitions to the corporate counsel crowd or that David Boies carries a powerful individual brand for litigation. Those are both brands that transcend basic geographical or practice boundaries. Branding for plaintiffs’ firms often follow the same methods and formulas as is used for consumer products. For most corporate firms, the tact is more along the lines of professional services (following the same leads as accountants and architects, for example).

Most attorneys will argue that their individual brand trumps that of their law firm. The client hires the lawyer, not the firm, so why should the firm invest so much in brand identity? Why spend money on a “brand” when it is the good work lawyers do that truly develops the reputation in the marketplace? Proper development of an individual brand is a subject for another column. It is at the core of any lawyer’s success at becoming established, but the individual brand is just that—individual—and a different conversation.

WHY A FIRM BRAND IF CLIENTS HIRE LAWYERS?

My oft-used line about what happens to your book of business if you get hit by a bus tomorrow always goes over like a lead balloon in conference room conversation. But it leads to the very real importance of developing some sense of firm loyalty and identity with the client.

In addition, it is a key component to succession planning for the same reason. If the law firm has not developed any sort of connection with the client, a lawyer’s retirement can lead to a company putting the legal work back out to bid.

For associates and junior partners, the stronger the firm brand,
the easier it is for them to build their own books. A strong firm brand can help a lesser-known attorney get the better speaking gig, appointment to a prestigious nonprofit board or be quoted by the media.
I work with plenty of journalists who won’t consider interviewing an attorney if the name of the firm does not resonate with them.

The same theory holds true when in-house counsel explains to a company’s leadership or board that they hired XYZ law firm. Just as many law firms like the “safe bet” for some business decisions, so do the clients.

A strong brand that the firm controls allows for greater success in implementing a strategic plan, remaining consistent in messaging and putting the firm in a better position for cross-selling, whether the intent is geographic or practice-driven—usually both.

Finally, the firm’s brand goes a long way in helping with recruiting, whether it is newbies out of law school or lateral hires. I think back to my days coming out of law school in Philadelphia. The reality is that I did not know much difference between the names of Am Law 100 firms and small boutiques. A strong brand in the legal and civic communities automates the process of being known in the circles you seek.

REBRANDING

In this issue of Law Practice, you’ve read about the rebranding efforts of the ABA Law Practice Division, changing from its prior incarnation as the Law Practice Management Section. I’ve had the privilege of working on this rebranding effort as a member of the Division and as a past chair. Rebranding included a new name, logo and change in messaging. Yet it was important not to lose the market recognition and value—the brand equity—we had established. This is similar to many of today’s law firm rebranding efforts. We don’t want people to get the idea that the good name, reputation and skill sets have left the building. You need to rebrand without losing all that went into creating the original brand.

In recent years, law firm merger mania has led to changes in long-recognized law firm names. For example, Fulbright & Jaworski, identified for so long by many as a Houston-based national firm, recently became Norton Rose Fulbright. If it follows typical name brand patterns, the Fulbright part will eventually drop off and it will become known as Norton Rose. This type of rebranding is part of the law firm marketing fabric today. It is a serious concern when firms change names, merge, shift locations or add new practices. You want to retain the good without diluting the great, while touting the new. More law firms are not really branding today, but rebranding or refreshing the brand. An unknown brand is still a brand—it’s just a weak one.

Some of the drivers that go into a rebranding effort include who your clients are, what barriers exist for your firm in today’s market, public perception, competition, industry trends and changes in the areas of practice. At the same time, you need to look at your internal and external messages, where you market and/or advertise, the firm culture, budget and staffing. If there is no media buying involved and/or no staffing to implement, you take that into account when finding your optimal brand position.

POSITIONING

What is your law firm’s position in the marketplace? This takes into account elements such as geography, practice, uniqueness, client base and characteristics. For some, the law school pedigree is a key element (i.e., lots of Ivy League). For others, it is the library of representative clients or matters. Your position is a combination of what you perceive it to be and what outsiders see. But ultimately, the goal is to determine a position in the market—and reach it. Proper positioning goes hand in hand with brand development.

ADVERTISING AND PROMOTIONAL STRATEGY

I’ve seen law firms that believe their brand is what they put on the side of a coffee mug or pen. Others think that it is what you see in a print ad, billboard or television commercial. While it is not inaccurate to say they are devices used to connote the image, they are not “the brand.”

Niche branding is popular with many small law firms that want to tout something very specific. If you are truly a boutique that does one thing and one thing well, marketing a niche is one of the easiest things to do. From the website to print pieces, the images, message and target are relatively simple to define. The problem is that the vast majority of law firms don’t want to be that limited, and as you eventually start to float away from your brand, you end up diluting what you worked so hard to create.

This leads me to another repeated boardroom conversation where I ask attorneys to tell me their favorite law firm brands—and what makes them effective. The question is usually met with silence and blank stares. A law firm brand should be distinctive, memorable, positive and easy to recall. It should be what you want it to be, and therein lies the challenge. Most law firms simply cannot do this on their own because the members are too close to the action. It is the outsider who determines a brand’s effectiveness, not those who make up the “products.”

CONSISTENCY IS PARAMOUNT

Regardless of whether you are implementing a new branding effort or refreshing an old one, the importance of consistency should not be ignored. It is the lead marketer’s role in a firm to own the brand and do his or her best to protect it. That includes everything from consistency in colors, logos, imagery, messaging and promotional language to discussions relating to where the firm name appears and how the wrong place might send a message that is off-brand. Sometimes bringing in the wrong lateral or adding the wrong office or practice group designation is damaging. It is the brand that you are selling and people are buying. While the concept might seem foreign to some attorneys, the truth is that it is at the core of everything you do. We’ve all got brands. Make sure you are protecting yours.

Fonte: http://www.americanbar.org/publications/law_practice_magazine/2013/november-december/marketing.html

 

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