Legal Marketing 2.0 Podcast (Good2bSocial)

Kevin Vermeulen, Partner and Chief Operating Officer for Good2bSocial, with more than 30 years of marketing and advertising experience, gives his take on the changing role of law firm marketers.

Full show notes at Good2bSocial.com

In this podcast, Maya Koshaba, the Social Media Strategist at Goodwin, discusses today’s multimedia environment and how to best utilize social media in the legal industry.

In this podcast, Gina Passarella of ALM discusses this year’s The American Lawyer Industry Awards as well as ALM’s upcoming expansion of international content.

View full show notes here.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Julia Bennett, the CMO of Brown Rudnick. Julia’s mandate is to amplify the brand of the firm, market the practices and industry groups, and enable the lawyers to deepen relationships with current clients and create relationships with prospective clients. She holds a J.D. from The University of Chicago Law School, an M.A. from The George Washington University, and an A.B. from Duke University.

Today on our podcast, Good2bSocial’s Director of Paid Search discusses the difference between retargeting and remarketing for law firms, its effectiveness, and the qualifications your firm needs in order to participate.

In this episode of the Legal Marketing 2.0 podcast, we chat with DLA Piper’s Juliet McNulty, Senior Digital Communications Manager, and Josh Epstein, Director of Communications. DLA Piper has been ranked the top firm in the Social Law Firm Index year after year including in 2017. Juliet and Josh shares insights into how the firm maintains high quality content consistently, collaborating across offices in more than 40 countries, and working with partners and members of the firm on their marketing campaigns.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Justin Bernbrock. Justin Bernbrock is a partner in Sheppard Mullin’s Chicago office and the head of Chicago’s complex restructuring team. Justin has worked on some of the most complex Chapter 11 cases in the world over the last 11 years, and is the host of Sheppard Mullin's Restructure This! podcast series, which explores the latest trends and controversies in Chapter 11 bankruptcy, commercial insolvency and distressed investing. Prior to Sheppard Mullin, Justin was a partner at Kirkland & Ellis in Chicago. Before his legal career, Justin served with distinction in the United States Navy.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Julie Lorson to discuss the topic of Artifical Intelligence (AI) and its impact on search engine optimization (SEO). Julie has been working in SEO for over 15 years. For the past 6, she has focused on SEO specifically for law firms Over the course of her career, she has learned the many nuances that it takes to make websites rank in the top positions in Google.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Gina Carriuolo to discuss the importance of remembering the basics and making time for team coordination. Gina is the Chief Marketing Officer at Robinson and Cole, an Am Law 200 firm. Robinson and Cole is also a Mansfield Rule certified firm, established over 175 years ago with 230 attorneys and is a deeply rooted culture of collaboration, civility, and inclusion. Gina has over 30 years of legal marketing experience, having served as the director of marketing of Locke Lord and its predecessor firms for 14 years. She now leads the firm's overall business development, marketing and communication strategies.

In this episode of Legal Marketing 2.0, Paula Zirinsky of K2 Intelligence discusses the differences between Big Law and boutique law marketing, how to move from different types of firms, and the future of legal marketing.

View full show notes here.

Eric Fletcher is a former law firm Chief Marketing Officer (CMO), author of a super useful blog, Marketing Brain Fodder, and a wonderfully inspiring TED Talk. Eric discusses leadership – what constitutes leadership, some of the challenges and characteristics of being a leader, and how it applies to law firm and marketing leaders. A concept we kept coming back to agin and again is the importance of listening. Intentional listening.

Full shownotes at Good2bSocial.com/Podcast

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Gary McRae to discuss the importance of the digital experience for law firms. Gary McRae is the global digital lead for Baker McKenzie. He ensures Baker McKenzie’s digital strategy aligns with its overall business objectives. He also leads the company's channels, digital marketing, web development, social media, and martech initiatives.

Is social media the new public relations? I posed this question to Ryan King the ‎Director of Communications at the law firm of ‎Ogletree Deakins. Ryan goes on to discuss the relationship between law firm public relations, social media, and content.

Among the takeaways:

If you pursue social and/or PR as a marketing strategy, do one thing well and build from there. Even if you are really mature in this area, it’s still like drinking from a fire hose because there is simply so much out there in terms of helpful content, channels, publications, influencers, and the like.

Full shownotes at Good2bSocial.

In this podcast, Guy Alvarez discusses a few things large law firms should be considering when it comes to SEO. Listen in to discover how Google has changed the shape of SEO, how tactics vary in the legal industry, and new strategies large firms should use to rank higher on search engines. 

View full show notes here.

This week Guy is joined by Michael Mogill to discuss all things digital marketing, particularly, strategies that are most effective for lawyers and law firms during these uncertain times. They canvass everything from law firm branding to social media marketing. Michael Mogill is Founder and CEO of the video marketing company, Crisp Video Group, which has been named to the Inc. 500 list of America’s fastest-growing companies. Mogill is also the author of The Game Changing Attorney. You can connect with Michael on LinkedIn here or on the Crisp website.

You can access the show notes here.

In this podcast, Jay Linder, Director of Marketing and Communications at Cleary Gottlieb Steen & Hamilton LLP, talks with us about the value of thought content for law firms, how content can foster business relationships, and how legal marketers can influence greater buy-in for content marketing efforts.

In this episode of The Legal Marketing 2.0 Podcast, Guy is joined by Michelle Wilson Murphy. Michelle is the owner of Wilson Murphy Law. As a trademark and small business attorney, Michelle works with businesses and creatives to secure and protect their business through trademarks, contracts, copyrights, and business formations.

While many lawyers gravitate towards Linkedin to market themselves, Michelle’s bread and butter is TikTok and Instagram. Within just a few months after downloading TikTok, Michelle amassed thousands of followers and generated substantial new business as a result.

In this podcast, Guy Alvarez discusses how to measure the return on investment (ROI) of your firm’s social media activities.

View full show notes here.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Jenny Fortin, the Digital Marketing Manager at Winston & Strawn where she manages the firm’s digital marketing strategy including the firm’s website, SEO, analytics, and social media channels. Prior to her role as a digital marketer, Jenny worked with the firm’s attorney recruiting and development team for nearly a decade.

In this podcast, Wayne Pollock, the founder and managing attorney of Copo Strategies, discusses how attorneys can market their cases and their practices at the same time to grow their firm.

View full show notes here.

In this podcast, Alyssa Gelbard, the Founder and President of Point Road Group, brings her unique perspective to discuss personal branding for attorneys.

In this episode, Guy is joined by Jay Plum, a legal marketing and communications professional to discuss how to integrate video in your law firm’s content marketing strategy. Jay is the Director of Communications at Bracewell LLP, a leading law and government relations firm primarily serving the energy, finance and technology industries throughout the world. Jay is in charge of improving, maintaining, and developing the firm's image through digital marketing. He’s had a ton of success with video marketing and joins us today to share his learnings and tips.

Click here to access show notes.

On this week’s episode of the Legal Marketing 2.0 podcast, host Guy Alvarez and guest Eric Farber discuss the power and importance of developing a strong law firm culture. Eric Farber is the CEO at Pacific Workers’ Compensation Law Center and author of the new book, The Case for Culture. In his new book, Eric gives lawyers the wisdom and tools they need to transform themselves and their culture. Tune in to the episode as Eric discusses his new book and points out ways law firm leaders can spot toxic cultures so that they can work hard to improve them. You can connect with Eric on LinkedIn here.

You can click here to access show notes.

In this episode of the Legal Marketing 2.0 podcast, Good2bSocial’s founder Guy Alvarez chats with Breichen Madej Marsh, Director of Digital Communications at Orrick. Breichen comes from Big Pharma and shares her experience about bringing lessons learned there to the legal industry, including how to change behavior with the right message on the right mediums and platforms, KPIs, and metrics. 

Shownotes

The switch from pharma to legal

When moving from the pharmaceutical industry to the legal industry, there’s an obvious shift from selling goods to selling services. However, the way each industry approaches clients is significantly different. In pharma, customers are viewed in a more holistic way and marketing strategies remain similar. While in the legal industry, lawyers work with a variety of clients throughout a range of industries, making a holistic approach more difficult to implement. In some ways marketing in legal is easier than in the pharmaceutical industry, simply due to less regulations and quicker turnaround times for campaigns.

The key to a successful marketing strategy is to understand the basic concepts and fundamentals of marketing that transcends industries.

How does campaign development vary between industries?

A lot of marketing discipline goes into campaign development. In Pharma, there is always a strategy and a brand planning process that aims to change consumer behavior. The best way to do this is to market in the best place at the best time by considering the messaging and medium appropriate for each step of the client journey. Unfortunately, legal marketers often don’t create content with this in mind which means they miss out on leads and opportune marketing moments.

What can legal marketers learn from pharma?

Writing in a consumer friendly way is crucial.  All humans are consumers and clear and concise communication goes a long way.

Ask: What value does a piece of content bring? Is there a call to action? How does it fit into our firm’s strategy? What is our overarching goal?

Law firms should focus on developing an integrated marketing strategy. Every lawyer and all content produced across the firm needs to be cohesive in order to fulfill the firm’s overarching goal. The message should be prioritized first and then the medium second. Once you know what you want to say, consider how it can be shared in a consistent manner across channels.

How can you put marketing ideas into action?

Legal marketers should assess existing marketing campaigns, and then understand where the gaps are.  By measuring and evaluating useful KPIs and metrics you can create strategies to improve your firm’s successes.

The challenge of moving from pharma to legal

The breadth of activity and the number of areas in which law firms are involved can be the biggest challenge when marketing in the legal profession. If you must strategize globally and across industries, it can be more of a challenge to implement a cohesive marketing plan for the firm.

Tips on shifting into legal marketing

The first step is brushing up on core marketing fundamentals. By understanding your clients’ needs and their journey, you will have the insights that allow you to best reach your target market with the right messaging, at the right time.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Jennifer Ramsey. Jennifer Ramsey is a former investment banker who discovered love of marketing / BD while preparing sales decks for road shows to pitch investors on funding startup/emerging growth companies. She left the world of high finance for marketing & BD where she developed and led enterprise-wide, sector-based programming and spearheaded a client relationship-building framework for an Am Law 100 firm. She and two colleagues recently launched Stage LLC, a women-owned business development & marketing venture focused on relationships, revenue, and growth for legal services.

In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Lauren Piccolo-Ingram, Lauren is the Managing Director of Client Development at Goodwin where she is responsible for the planning and execution of business development, marketing, and communications initiatives for the firm’s Litigation Department. Ms. Piccolo-Ingram has particular expertise in developing performance metrics and data-based decision making. Lauren joins us to discuss tactics for lawyers and law firm marketing professionals to use to increase their return on investment in marketing efforts through effectively leveraging digital marketing and social media.

In this episode of the Legal Marketing 2.0 Podcast, Guy Alvarez, the CEO and Founder of Good2bSocial, talks about some of the biggest mistakes that law firms make when it comes to handling their digital marketing credentials while transitioning from one agency to another. There are four specific areas Guy covers, where these issues come up.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Jay Plum, the Senior Director of Communication at Bracewell, where he works to implement integrated communication strategies and supports revenue through growth of digital and social media. Jay  also handles branding, brand management, PR, video marketing, and content marketing. In today’s episode, Jay discusses the power of storytelling-based social media and how he gets Bracewell attorneys engaged with their socials to generate leads and drive business.

In this episode, Guy Alvarez meets with Patricia Baxter to discuss how lawyers and law firms can use video to market their practice and attract new clients. The problem with making videos is the perception that it’s either too difficult or too expensive, but Patricia is here to tell you that it isn’t! Patricia Baxter is a managing partner at Morgan Akins. Patricia specializes in helping insurance companies and businesses navigate civil litigation, with an eye toward closing files quicker and save money in the process. 

Click here to view show notes.

In this episode, Guy Alvarez and guest Barbara Malin discuss how law firms can handle the COVID-19 pandemic to help ensure business continuity. Things are changing so rapidly that we can’t lose sight of the need to adapt our marketing strategies. Our guest, Barbara Malin, is the Chief Business Development and Marketing Officer at Jackson Walker, one of Texas’ largest firms. She works with the firm’s more than 400 lawyers and an internal business development and marketing team of 15 professionals to identify client needs and develop effective and innovative solutions to those needs. Prior to this, she was a practicing attorney in appellate law for over 30 years, and also ran her own small firm.

You can access show notes here.

Today Guy Alvarez discusses GDPR and how it will affect legal marketing. He gives an overview of the major changes the policy will have on marketers as well as several suggestions for using GDPR restrictions as an opportunity to explore new marketing techniques and platforms.

Full show notes at Good2bSocial.com/podcast

In this episode, Guy Alvarez explores the many benefits of staying active and engaged with your audience on LinkedIn. He stresses the importance of law firm company pages as well as personal pages for the attorneys at your firm. Tune in to find out why both are equally as important for branding and to learn about LinkedIn’s latest feature updates to their company pages.

Click here to access full show notes.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Alexandra Morren, a competitive intelligence analyst at Morris, Nichols, Arsht & Tunnell LLP. She has served in various roles within the marketing field for nearly a decade and has worked in the legal space for over half that time. At her current firm, she supports the competitive intelligence efforts and broader business development initiatives of the firm. When she’s not nose-deep in research or sharing actionable insights with attorneys, she manages her firm’s social media presence from content planning to execution and has spent the last four years running bimonthly LinkedIn Clinics for her firm’s attorneys.

Consultant and former Big Law partner, Judy Selby, offers keen insights, strategies and best practices for using LinkedIn for business development and building relationships based on her years of successfully using the platform. The discussion is particularly useful if you’re looking to further your career or go down a new career path.

Full shownotes at Good2bSocial.com

In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Megan Sullivan-Jenks. Megan is the director of marketing & communications at Choozle. She is a self-proclaimed tinkerer and a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results driven. The focus of Megans and Guy’s discussion is on the opportunities Choozle and connected TV offer to marketing professionals at law firms, what makes connected TV different from traditional ads, and how law firms can see success when utilizing connected TV. 

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Jeanne Hammerstrom. Jeanne is responsible for all client-focused experiences for the firm as well as business development, marketing communications and market-driven initiatives.  She has over 33 years of experience in law firm marketing and is currently the Chief Marketing Officer at the Benesch firm.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Lisa Vicine to discuss how the pandemic has impacted legal marketing. Lisa is the Chief Marketing Officer at Arnall Golden Gregory where she spearheads the firm’s business development, communications, branding and marketing technology initiatives. She works with her team to facilitate collaboration across the firm’s industry teams and practices. Lisa has nearly 30 years of experience in marketing and business development in the professional services industry, including 20 years in legal marketing.

Today Haley Altman, a former law firm partner and now CEO & Founder of Doxly, talks about how law firms can use legal technology for additional marketing opportunities, to establish a competitive advantage, and to provide exemplary client service.

Read the full show notes.

Guy is joined by Charles Cousins, the Business Development Director at Passle. At Passle, Charles works with the Marketing and Business development teams at law firms to help them implement successful thought leadership programs. Tune into this episode to learn why getting your law firm's attorneys to contribute to your content creation is vital, how writing benefits your attorneys, common hiccups in the content creation process, and how Passle can be used to mitigate content creation problems at law firms.

Click here to access show notes.

On this episode of the Legal Marketing 2.0 Podcast, Guy interviews Patrick Smith, a reporter who covers the business of law for The American Lawyer and its affiliated publications. Patrick keys us in on the best ways lawyers and marketers should approach media outlets with newsworthy stories. Tune in to learn strategies that will help get your stories published.

Click here to access the show notes.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Morgan Ribeiro to discuss the use of content to further firms' reputations in their industries. Morgan has a passion for the ever-evolving healthcare M&A landscape, given her prior experience in the healthcare industry. She transitioned into the legal industry about 8 years ago joining Waller and their healthcare team, as she served as their Executive Director. Morgan is now the Chief Business Development Officer at Waller. Located in the greater Nashville area, she leads all business development, marketing, and communication efforts for the firm.

Lawyer and legal techie, Ivy Grey, joins us to talk about using social media and content to build relationships. We discuss how to figure out what to be on the social channels, how content plays a role in engaging and building meaningful relationships, and informal mentoring in the space.

Advice for lawyers or legal techies wanting to get started?

Give first. Mention other people first. “Like” other people first. Share their content first. Promote other people first. Listen first.

When you give first and give freely, then you’re more likely to create deeper, lasting relationships.

Full shownotes available at Good2bSocial.com

In this episode of The Legal Marketing 2.0 Podcast, Guy is joined by Karen Kahn. Karen started her career as a psychologist and later went on to become a strategic business development and career coach. Given her impressive track record of helping lawyers expand their books of business, Karen is one of the most sought-after coaches in the legal profession. 

Guy and Karen discuss the challenges that most lawyers face in terms of business development. Tune in to hear Karen offer valuable advice on how to cultivate valuable professional relationships that will yield new business opportunities for years to come.

Click here to read the episode show notes.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Reza Torkzadeh, the founder and CEO of TorkLaw. Torklaw is a plaintiff's personal injury law firm based in Los Angeles with offices throughout the country. He is the author of The Lawyer as CEO, a book that has obtained record-setting results. He is an honorary board member of the trial lawyer charities and chairman of the Dean's Inner Circle at UCI Law.

In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Kevin Brodehl, a trial and appellate attorney at Patton Sullivan Brodehl LLP in northern California. His practice focuses on high-stakes real estate and business disputes throughout the Bay Area and California, which he often writes about on his blogs, “The LLC Jungle” and “Money and Dirt.” The focus of Kevin and Guy’s discussion is on the importance of blogging as a marketing tactic for attorneys. Specifically, they discuss finding blog topic inspiration, and the importance of finding your niche.

The Social Law Firm Index is our annual report of how large law firms are using social media and other digital marketing techniques. In this year’s report we added new categories including Instagram. In this podcast, we will discuss the methodology behind our this year’s index and insight into how our ranking algorithm has changed.

View full show notes here.

In this podcast, Guy Alvarez discusses what law firms and companies need to consider before redesigning their site. Firms often forget to consider details like domain name ownership, preexisting analytics data, or how SEO can be affected when a site is redesigned.

View full show notes here.

How do you create client loyalty?

One North’s John Simpson joins Good2bSocial’s Guy Alvarez and offers deep insights into how to create client loyalty, how understanding the customer involves deep research to gather data, and how that data informs your marketing and business development process.

Full shownotes at Good2bSocial.com

In this episode Guy is joined by Dominic Ayres, a senior client development manager at Eversheds Sutherland. Dominic is responsible for the development and growth of international client relationships and sector strategy for the Industrials sector group across Europe, the Middle East, and Africa joins us to discuss how a sector-based strategy leads his lawyers to greater client success. Tune in to learn how firms can identify the best sectors to focus on to stimulate new growth and the marketing tactics that work to support sector-based strategies.

Click here to read the episode show notes.

We’re operating in a digital world where clients have so many ways to engage, which is why marketing teams needs somebody to manage the technology that’s available. In this episode Jacqueline Madarang, senior marketing technology manager at Bradley, an Am Law 200 firm, provides insight and offers tips on marketing technology for law firms. See expanded shownotes at Good2bSocial.com

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Christopher Melcher. Business owners, celebrities, and trust beneficiaries across California turn to Christopher Melcher for assistance protecting their most valuable assets in high stakes divorces. With deep experience in complex family law litigation and premarital agreements, he provides tactical representation in the most challenging family law disputes. He understands the need to keep sensitive family matters private, having represented noteworthy clients in the largest divorce cases in California. Clients include A-list celebrities, executives, and tech company founders. He is frequently hired by other family lawyers as a consultant, expert, or co-counsel on significant divorce cases in California. His passion is helping others and he loves the law. His father was a trial lawyer and he’s learned not only how to be a lawyer from him, but what it means to be a lawyer. He has presented about 200 continuing legal education programs to other attorneys on complex family law issues and is a published author. He also wrote the only treatise on California premarital agreement law, published by LexisNexis. He is an adjunct professor of family law at Pepperdine University School of Law in Malibu. Before entering family law exclusively, he practiced criminal defense and civil personal injury litigation. Christopher joins us today to discuss how he was able to find success through social media as a lawyer.

In this podcast, Janine Buis of GrowthTera explains how law firms can grow their revenues through digital marketing and providing lawyers with sales training.

View full show notes here.

On this episode of the Legal Marketing 2.0 Podcast, Guy has an engaging conversation with attorney Frank Ramos, about how lawyers and law firms can better market themselves on LinkedIn. Frank shares with us his process for generating and capturing great ideas for content. Tune in to hear about the types of posts that really move the needle for law firms.

Click here to access show notes.

Lawyer, author, and ClearView Social founder, Adrian Dayton, joins to talk about evaluating data so lawyers and marketers can make more informed decision when it comes to social media strategy.

And, we do a deep dive on  LinkedIn, which is gradually becoming more social, opening up opportunities for lawyers to build their networks and share content.

In this episode, Guy Alvarez discusses how to design a successful legal career with guest, Marianne Merritt Talbot. Marianne is the Executive Vice President of SCG Legal, an award-winning international law firm consortium, and the author of the new book “Balance by Design: A Planner for Women Lawyers with a Life.” Marianne is here today to talk about her new book, and her formula for how legal professionals can build success and happiness in their careers and in their lives. 

Click here to access show notes.

Today our guest Aric Press, founding partner of the law firm advisory group PP&C Consulting, talks about the importance of relationships, particularly, the relationship law firms have with their clients, relationships strengthened and deepened and made more healthy through better and richer communication via client interviews.

Full show notes at Good2bSocial.com/podcast

Guy is joined by Howard Kravitz, Howard is the Chief Marketing Officer for global AmLaw 50 Law Firm Winston and Strawn. He oversees all Business Development, Marketing, Branding, and Communications efforts for the firm and he reports directly to the Chairman and sits on the Executive Committee of the firm. The focus of Howards and Guy’s discussion is on the challenges currently facing the legal industry, where the legal industry is falling behind, and how law firms can approach these issues in a modern way.

In this episode, Guy Alvarez discusses business development lessons for law firm leaders with Uri Gutfreund. Uri is the founder of The Managing Partner RoundTable, the largest peer-to-peer learning group for managing partners of mid-size firms.  The program enables Managing Partners to help each other in their mastermind groups to solve their biggest problems. Uri also chairs the successful Managing Partner Summit, an educational program for over 100 law firms. Connect with Uri on LinkedIn here.

Access the show notes here.

In this episode, we chat with attorneys Kristin Tyler and Michael Brunet of LAWCLERK™ an online marketplace connecting small firms with freelance lawyers.

We discuss the emergence of legal marketplaces, including a discussion of LAWCLERK™ and the opportunities, including personal branding, for today’s lawyers.

Full shownotes at Good2bSocial.com.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Phillip Greer. Greer has driven the continual evolution of Best Lawyers® since joining in 2005, becoming president in 2013 and CEO in 2018. By tapping into his training as an engineer, he created the company’s first content management system to take the company and its products – as he says – “from analog to digital.” Through the years he has led international expansion strategies that ensure lawyers around the world receive the recognition they deserve through various Best Lawyers offerings. His proudest achievement is in the consistency of the products and the Best Lawyers peer-review methodology.

This year Phillip has led the team through launching the rebranded Best Law Firms® rankings independently for the first time in 13 years and through the acquisition of Good2bSocial.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Elise Holtzman, a former practicing attorney, certified executive coach, and the founder of The Lawyer’s Edge, where she and her team help law firms grow thriving businesses by helping lawyers become better business developers and leaders. Elise is the creator of the Lawyers Making Rain program for law firms as well as The Lawyer’s Edge Ignite, a business development program for women lawyers that is launching in 2023. In addition to coaching, training, and consulting, Elise speaks frequently for legal organizations and writes articles on the subject of business development for publications such as Law.com and Law360. She is also the host of The Lawyer’s Edge podcast, where Guy Alvarez was a recent guest!

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Kate Stoddard. Kate is the Chief Marketing Officer at Kelley Drye & Warren where she leads their business development strategy. Kate is responsible for the creation of branded marketing and the communications program at the firm. Lastly, she is also a member of the firm’s client service and innovation committee and sits on its Steering Committee. In today’s episode of the Legal Marketing 2.0 Podcast, Kate joins us to discuss how she promotes a client centric philosophy at her law firm.

Good2bSocial’s founder Guy Alvarez welcomes software engineer and legal marketer Jaron Rubenstein to the podcast. They discuss five questions legal marketers should ask in 2018. Jaron touches on content marketing, engaging with your firm’s target audience, the potential of artificial intelligence in marketing, getting the most out of your content management system, and much more.

The running theme throughout the conversation is strategy and technology. This episode is conversation as tutorial.

Check out the full shownotes at https://good2bsocial.com/

• The link between collaboration and business development
• Client development benefits
• Collaboration technology
• The biggest obstacles that law firms face in smart collaboration

Additional shownotes: https://good2bsocial.com/category/podcast/

In this episode, Guy Alvarez discusses the ways in which law firms can amplify the impact of their social media marketing efforts with Glenn Gaudet. They discuss tactical and strategic measures firms should take, such as using podcasts as part of their marketing mix or encouraging employee advocacy to extend a firm’s message. Glenn is the CEO of GaggleAMP, whose mission is to help companies maximize the use of their social media platforms.

Here is the link to the show notes.

In this episode, Guy Alvarez interviews Josh Epstein and Juliet McNulty from DLA Piper, this year’s winner of the 2019 Social Law Firm Index. Juliet is the Senior Digital Communications Manager at DLA, she oversees the firm’s communications for the U.S. including the website, microsites and social channels and Josh is the firm’s Director of Communications and oversees all internal and external communication efforts for DLA in the U.S. Tune in as Juliet and Josh shed some light on the strategies that enabled them to place number one. Follow DLA Piper on LinkedIn here and Twitter here.

Access show notes here.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Alison Reynolds, the Senior Digital Marketing Manager for Vinson & Elkins, which is a 100-plus-year-old law firm headquartered in Houston, Texas, with offices around the world. While it is her first and only law firm experience, in the last eight years Alison has helped transform the firm’s digital presence across channels and establish a robust content and social media marketing strategy. Prior to V&E, Alison came from the publishing industry, having worked in New York City and Houston in magazine, newspaper, and online publishing. Her love of storytelling inspires her to create compelling online experiences for the firm’s audiences.

In this podcast, Margo Aaron, a marketing copy expert, speaks about ways marketers can craft law firm email newsletters that engage and convert.

View full show notes here.

In this episode of Legal Marketing 2.0, Leslie Gross of Saul Ewing Arnstein & Lehr discusses the marketing challenges that can occur during a law firm merger.

View full show notes here.

In this episode of the Legal Marketing 2.0 podcast, Guy is joined by Marsha Redmon to discuss how to master virtual presenting. Marsha is the CEO of Marsha Redmon Communications. For over 20 years Marsha has helped lawyers and executives communicate more effectively in order to get more business through presentations, public speaking workshops, business development and law firm video marketing coaching. She is also a former Gibson Dunn attorney and a TV news reporter.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Alan Kaplinsky, the senior counsel and for 25 years the chair of the consumer financial services group at the Ballard Spahr law firm. He is the recipient of the lifetime achievement award of the American College of consumer financial services law.  Alan has been consistently ranked as a tier 1 lawyer by Chambers, USA in the area of consumer, financial services, regulation, litigation, and government enforcement. He also launched Ballard Spahr’s blog Consumer Finance Monitor in 2011 as well as their podcast show which goes by the same name in 2018.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Eric Feldman to discuss how we can leverage people and processes to drive technology implementations. Eric is a seasoned attorney and business operations professional. As the Director of Strategic Projects and Initiatives for Wiggin & Dana, he supports the firm’s COO to develop and advance a wide range of operational objectives. Eric loves fixing things and is genuinely motivated by oat cappuccino.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by ​​Rebecca Edwards to discuss relationship techniques to establish and deepen client relationships in order to grow business. Rebecca is a legal marketing veteran with more than fifteen years of experience helping lawyers build their business and increase their brand. She currently serves as the senior marketing and business development manager for Williams Mullen, focusing on growth for both the Corporate and Tax Sections as well as attorney training and client service programs. Rebecca has been a long-standing volunteer with the Legal Marketing Association, currently serving as co-chair of the Strategies & Voices Editorial Committee. Her prior positions include service on the Mid-Atlantic Region Board of Directors and Virginias Chapter President.

In this podcast, Tom Tate of AWeber discusses how to grow your law firm’s audience with email marketing and provides tips for delivering emails your clients actually want to receive.

Guy is joined by Justin Stivers, the founder and owner of The Probate Law Firm; a law firm dedicated to probate and estate planning based out of Miami, Florida. Justin is all about making the legal process simple and easy for the consumer and is constantly looking for efficient and innovative ways to improve the way legal services are sold and delivered. The focus of Justin and Guy’s discussion is on what methods Justin has implemented to enable growth for a new law firm, which social media channels offer the most benefit for small to mid-sized firms on a budget, and how he currently manages his time as an owner of a successful law firm. 

In this podcast, Duane Forrester, the VP of Industry Insights for Yext, speaks about digital knowledge management and why it matters for your firm.

View full show notes here.

In this episode, Guy Alvarez discusses the notion of “content experiences” with guest, Jenn Bankston. Content experience is the evolved legal marketers’ approach to content marketing, with a shift in focus from creation and consumption to experience and engagement. Tune in to learn how you can create your own content experience strategy with insights and best practices.

Access show notes here.

On this week’s episode of the Legal Marketing 2.0 podcast, host Guy Alvarez interviews Matt Sunbulli. Matt is the CEO and Cofounder of Fishbowl, a new social network that connects professionals to have candid and relevant conversations about workplace topics. Every day professionals come to Fishbowl to discuss industry news and get career advice from both peers and senior leadership in an open, positive, and supportive environment. The app has been rapidly adopted by professionals across industries including Law, Consulting, Finance, and Advertising. Click here to download the app to start communicating with other lawyers. You can also follow Fishbowl’s Instagram account here.

Click here to view episode show notes.

On this episode of the Legal Marketing 2.0 Podcast, Guy Alvarez interviews Lynn Tellefsen-Stehle, the CMO of Wilentz, Goldman & Spitzer. Lynn oversees the business development and marketing operations for this century-strong New Jersey law firm. Tune in to hear Guy and Lynn discuss how digital marketing has transformed the ways law firms develop business and market their practice.

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In this podcast, Stacey Brown Randall discusses her five steps to generate referrals without asking. From identifying referral sources to executing a referral process, Stacey discusses how law firms can create meaningful and memorable touchpoints to build stronger relationships.

View full show notes here. 

In this podcast, Andy Blum, a PR consultant, media trainer, and Principal of AJB Communications, discusses crisis PR for law firms and law firms clients in today’s digital and social media age.

View full show notes here. 

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Bob Wallace. Bob Wallace is a 40 year veteran practitioner of sports law, 30 of those representing three NFL teams. He currently chairs the sports law group of Thompson Coburn LLP. Thompson Coburn has offices in St. Louis, Chicago, Dallas, Los Angeles, New York and Washington, DC.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Elise Buie, Esq. Elise is a passionate, creative, problem-solving attorney and founder of Elise Buie Family Law Group who creates family law and estate planning solutions, not obstacles, for clients. Elise opened her firm during a period of personal adversity. Now in a period of global adversity, Elise's firm has experienced its most significant growth yet, which she attributes primarily to her driving force and mantra: "I can do it.” Elise joins us today to discuss how she grew her firm and overcame the challenges of the pandemic.

In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Ali Awad, also known as @ceolawyer on social media, Ali is a successful lawyer/entrepreneur with his own law firm (Ali Awad Law, P.C.) and media company. Ali teaches lawyers, doctors, and other professionals how to brand themselves digitally and generate clients through social media. Tune into this episode to hear Guy and Ali discuss how law firms can generate qualified leads through social media, what kind of segmentation strategies to use, and how lawyers and law firms can get off the ground establishing their social media presence.

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A year ago we launched the Legal Marketing 2.0 podcast and what a journey it's been. It's exceeded our wildest expectations: not just with its popularity or number of downloads per episode, but the feedback we've received, the conversations we've had, the relationships we've gained, and the interest it has spurred in our services, including podcast production.

We've used the occasion of our one-year anniversary - and 50th episode - to do a retrospective and highlight some of our most popular episodes and some of our favorites - the ones that sparked conversations. Thank you for being on the journey with us and stay tuned for more in the coming year as we pursue our goal of bringing you relevant, useful, actionable content.

Full show notes at Good2bSocial.com/Podcasts

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Josh Hostilo. Josh Hostilo, is a current Product Owner at Filevine and oversees the legal intake product, Lead Docket. Josh was a previous VP of Operations at a personal injury law firm and is truly an expert in legal intake best practices. He has recently been involved in the development of Lead Docket's newest AI tool, LeadsAI, which provides lead summaries and predictive analysis to simplify the way legal intake and lead management are handled within law firms.

In this podcast, Robyn Itule, the Director of Marketing for Fennemore Craig, discusses how to future-proof your law firm with brand as a business strategy.

View full show notes here.

In this podcast, Guy interviews Robert Weiss, a marketing president at MultiVision Digital. Listen to the advice Robert has for attorneys looking to incorporate video as part of their law firm’s content marketing strategy. In the episode, Robert shares tips and techniques for developing engaging and effective law firm video marketing content to attract clients. You can connect with Robert on his website or LinkedIn. 

You can access the podcast show notes here.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by John Hellerman. John Hellerman is the President of Hellerman Communications, an award-winning corporate communications agency positioning professionals to win business and navigate crises. John and his firm specialize in strategic marketing and content development, crisis and litigation communications, and social influencer and stakeholder relations. He helps the world’s most elite professionals and their firms build and protect their most lucrative relationships.

As a lawyer or legal marketer, how do you get the right content to the right people at the right time?

Our very own Guy Alvarez, founder of Good2bSocial, joins us on the Legal Marketing 2.0 podcast to discuss the buyers’ journey in the search for legal services and how marketing automation helps you to pinpoint where your buyer or target audience is in that journey so you can serve up the most useful content to them exactly when they need it.

Full shownotes at Good2bSocial.com

In this episode of Legal Marketing 2.0, Kathy D’Agostino of Win at Business Coaching discusses how lawyers can shift their perspective and implement one strategy to close more deals.

View full show notes here. 

The Evolution of The Social Law Firm Index

The first Social Law Firm index was published in 2014 in partnership with Above the Law. The goal was to review and rank top law firms’ social media efforts. Through the years the report expanded from ranking the Am Law 50 firms to the Am Law 100 and the 2017 Social Law Firm Index expanded to include all AmLaw 200 firms for the first time.

Our annual report not only doubled in size this year, but also added an SEO category in addition to the social media and thought leadership rankings. Social media is just one of the channels where your clients can search and find your content, search engines are also a major source which is why this year’s report includes this category. As the digital marketing landscape is constantly evolving, so is The Social Law Firm Index. Each year the algorithm is adjusted to reflect changes in social media, marketing technologies, and overall best practices.

The Methodology

Upon reading the result of the report some firms wonder why their ranking fell from the previous year or why they didn’t rank well at all. In general, other firms are trying just as hard and a poor ranking doesn’t mean you’re doing something wrong, other firms are just doing better. We collect data and measure analytics March through June which means this report is a snapshot rather than a full year analysis. A variety of measurement tools along with Good2bSocial’s proprietary algorithm generates the scores which we then rank.

Thought Leadership:

You can’t have a successful social media or SEO strategy without content. In the Thought Leadership category we rank firms based on whether or not they are creating client-centric, engaging content on a consistent basis. Client-centric content is not self promotional, but instead anticipates what your target audience is interested in and provides relevant, educational insights. A lot of firms are already providing this in the form of blogs, but some are in PDF format or buried deep within their site. Other firms rely solely on client alerts to share their content, meaning it doesn’t reach potential clients. Firms that topped this category make a commitment to a variety of quality content that is easily consumed and accessed.

LinkedIn

When looking at law firms’ LinkedIn profiles we measured the frequency of thought leadership content and use of best practices. We took the number of followers into consideration, but just as importantly, we looked at engaging visuals, curated content, and showcase pages to highlight firm practice areas.

Twitter

In the Twitter category we measured ratios such as tweets to retweets, tweets to likes, and followers to following, We also looked for best practices like use of hashtags, content curation, and frequency of original tweets.

Facebook

Facebook is the largest social network, but some firms don’t focus on it. For corporate firms the platform is best used as a recruiting tool or a channel to demonstrate corporate culture and community involvements. In The Social Law Firm Index we analyzed how firms were using Facebook and if they used features like groups and Facebook Live which can increase engagement.

SEO

SEO was a new category for the 2017 report. To rank law firms on their SEO efforts, we looked at off-page optimization and domain authority. In the future, The Social Law Firm Index aims to include a more in depth SEO analysis.

How Can a Firm Improve?

After downloading this year’s report, you may question how your law firm can improve their digital marketing efforts. A digital audit can help firms evaluate their social media and SEO practices. Reviewing top firms digital marketing strategies can help you understand how they ranked and how you can implement similar best practices.

Download the 2017 Social Law Firm Index

In this podcast Hank Grezlak of ALM discusses how legal marketers can create and maintain relationships with journalists and how law firms can get media exposure.

View full show notes here. 

In this episode of The Legal Marketing 2.0 Podcast, Guy is joined by Leia Dudek. Leia is Good2bSocial’s dedicated HubSpot Channel Account Manager. For about two years Leia has guided Good2bSocial’s clients through adopting HubSpot’s platform. 

Unlike most Legal Marketing 2.0 Podcast episodes, this show’s guest hosts the show. Leia talks with Guy about Good2bSocial’s experience using HubSpot, and how the platform has skyrocketed the agency's growth.

Here are the show notes.

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Iris Jones, Akerman's Chief Marketing and Client Development Officer. Iris oversees the firm's client development team to advance the overall strategic plan of the firm by continuing to grow the firm’s client base while deepening existing client relationships. She works closely with firm leadership to build the firm's brand equity and position the firm as an influential thought leader and the law firm of choice for diverse clients in the firm's key practice areas. She was inducted into the Legal Marketing Association Hall of Fame earlier this year!

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Amanda Schneider to discuss the benefits of including clients in your digital marketing efforts. Amanda is the CMO of Epstein Becker Green where she oversees a team of business development, communications, and marketing operations professionals. She also staffs the Firm’s Board of Directors and has been with Epstein Becker Green for 14 years.