Lunch Hour Legal Marketing

In a holiday special, Conrad and Gyi share a festive song – about legal marketing. A great recap of 2022’s biggest lessons. ----- The holidays: a time when everybody (hopefully) takes a little time off for themselves and their families; a time to turn off the email, to sit and relax and suffer the endless stream of Christmas music. Speaking of which… Lunch Hour Legal Marketing™️ proudly presents: “The 12 Days of Legal Marketing.” The guys use this once in a lifetime opportunity to share their impressive singing skills, along with a fun reminder of some legal marketing tips we’ve shared over the past year. And be sure to stick around for a special fireside retelling of the tale of Zippy the Chicken. From dark social to pay-per-clicks a-clicking, here’s a look at some of the biggest topics Conrad and Gyi covered in 2022. Thank you for joining us at Lunch Hour Legal Marketing! Happy New Year, and may your 2023 be filled with fat stacks. The News: China is banning A.I. generated content without watermarks, or are they? Ken White, at The Popehat Report, bails on Twitter. Techshow registration is open, as are applications for Startup Alley (deadline is Jan. 6, people).

Welcome, A.I. overlords! ChatGTP, the rise of artificial intelligence content creation, and why your law firm needs to make more cat videos. The guys have a new best friend: ChatGPT. Well, maybe not best friend, but it’s pretty damn cool and maybe, fills us with just a wee bit of existential dread. Recent, high profile advances in AI-driven content generation have painted us (literally?) a vision of the future. However, legal content is highly nuanced and localized. Is that even what people want? What is good content anyway and does it matter who—or what—wrote it? Then, are you still just running a law firm, or are you a media company too? If you’re still avoiding content development, social media, video, etc., there may be an expiration date on your practice. You don’t have to hire a TikTok dance choreographer to build brand affinity and start renting space in potential clients’ minds. Get your name out there and make yourself the go-to firm for anyone thinking “law.” The News: The explosion of ChatGPT and deep fake marketing. Google’s Infinite scroll is getting some buzz. Congratulations, you’re all on the front page now! ABA Techshow’s “Startup Alley” is accepting applications for 2023.

How setting boundaries when working from home can make you happier, plus knowing the difference between building brand recognition and building brand affinity. ----- Like it or not, the pandemic opened Pandora's box of WFH, but does it feel like you’re working from home or living at work? The lines have certainly blurred. However, that doesn’t mean you have to be on call 24/7 waiting by the phone to meet a client’s every beck and call. Gyi and Conrad are here to help you find the right balance of flexibility, technology, and boundaries to meet your client’s needs and still keep your sanity. You’ll just need to find some other time to listen to podcasts since you fired your commute. *wink* There are three parts to branding: Know, Like, and Trust. Sure, you can put up a billboard easily enough, but how do you get people to actually LIKE you? That, dear friends, is the difference between brand awareness and brand affinity. The guys tell you why you’ve woefully bungled your Veteran’s Day messaging, spank you on the bottom, and implore you to get out there and do better. Maybe the best segment Conrad and Gyi have ever done? You be the judge. The News: Battle of the industry reports. Does it seem like every legal directory is putting out a “State of the Industry” report? Maybe it’s because they are. Lawmatics announces new integration with MyCase. Is there a hint of a decline in the prevalence of Google local search results? References mentioned: Lunch Hour Legal Marketing now on YouTube Lunch Hour Legal Marketing on TikTok LawSites, “Small Firm Lawyers Are Awash With Optimism About Their Practices, Thomson Reuters Survey Finds,” Martindale-Avvo, “Understanding the Legal Consumer 2022” Lawmatics Integrates With MyCase A Glitch in the Google Local System? Morris Lilienthal YouTube Levinson & Stefani YouTube Derrick Law Office on YouTube Chris Walker, Refine Labs Clio Legal Trends Report

Gyi and Conrad talk about gorgeous data dashboards and the gorgeous-er data behind them. Then, the guys dig into how your clients really feel about fees and billing. Plus, book club! ----- Straight from the YouTubes: Gyi and Conrad answer a listener question regarding metrics dashboards. Plot twist, it’s less about the tools you use to display your data, and more about the integrity of the data you put into it. Get your data, keep it clean, and make it actionable for your law firm. Throwing money at a pretty dashboard may make you feel more on top of things, but getting down and dirty with the raw numbers will put you more in touch with your business. Next, you’ve heard this a million times: your clients want alternative billing methods. And yet, according to the Clio Legal Trends Report, only 37% of law firms offer flat fee pricing. We know change is hard, but seriously, why aren’t you listening to what clients say about fees and billing? And then, back to the business bookshelf for David C. Baker’s “The Business of Expertise.” Selling expertise is exactly what attorneys do, even if you aren’t allowed to say you're an expert. “Five Stars” - Gyi Tsakalakis. The News: Google is changing Similar Audiences, the algorithm for finding ad targets. Plus, some Google spam updates. Be in the know. And a mystery CRM product coming in January, we know nothing … nothing! Finally, some talk about SEO, rankings, and reviews. This never gets old.

Conrad and Gyi take an early look at Clio’s foray into website design and the connection between lawyers and ramen noodles. Plus, some quick takeaways from the brand new 2022 Clio Legal Trends Report. ----- Continuing its effort to be your law firm’s one-stop shop, Clio is now entering the website design and hosting arena. Is Clio’s new offering, which specializes in sites for lawyers and seamlessly integrates with the Clio universe, going to be the answer to getting your firm out there on the web? Will all its bells and whistles get you noticed, get you to the top of SEO rankings, and bring in clients? The guys share their appreciations and hesitations on Clio’s new service, and how it compares to website builders in general. And then, it’s time to get Econ nerdy. We all see what’s going on with the markets these days, and all feel the rising costs. Maybe you haven’t quite yet started swapping out your nice flank steak for a can of Spam and your linguine alle vongole for a bowl of ramen, but you’re feeling that grocery bill just a bit more. The guys get into how lawyers should be thinking about their pricing as buying power goes down and the demand for legal services, counterintuitively, goes up. Plus, important insights from the new, 2022, Clio Legal Trends Report. What are the most important things to a potential client? Survey says: you’ll have to listen to find out! The News: Updates from Clio Cloud Conference 2022 Gonzalez v. Google, the struggle over Section 230 and liability on the Internet. The Supremes may be poised to engage. Google business profiles are still getting penalized. Conference season is upon us, Crisp and Great Legal Marketing events are coming soon. AAJ Winter Convention 2023 is in February, and the ABA Techshow is in March. Justice For Me legal financing startup raises $10 million in funding.

First things first: it’s about time you got your annual plan together for next year. Then, Gyi and Conrad help you build your metrics dashboard into a pro-level thing of beauty. And, book review—what you need to add to your Business Bookshelf. ----- It’s that time of year again, time to grab your pumpkin spice lattes and start your firm’s marketing planning for the upcoming year. You do have a plan, don’t you? Well, it’s not too late to get started (but it’s getting there). Gyi and Conrad share their insights into setting business goals, tracking them, and nailing your execution. Last episode, Gyi and Conrad warned you about the metrics to avoid. This time, the guys focus on what you NEED to pay attention to. They rank the five most important metrics you need on your marketing dashboard. Don’t waste your time with unnecessary noise. Learn how to track your business like a boss. And, to wrap things up, as promised, Conrad shares his selection for this episode’s new segment, Business Bookshelf. The News: BREAKING: Don’t touch your Google Business Profiles (GBP). Businesses are getting suspended for really weird, silly reasons. Marketing in an economic downturn: what to do and how to win. Google Search On: take-aways for law firms

How fast are you moving potential clients from contact to contract? And businesses, which law practices most definitely are, need metrics, but the guys help you avoid the metrics that are really just noise. And, for a little something extra, we get into what’s been going on with Patagonia and a rant a little bit about the upcoming legal conference season. ----- Do you even like making money? Gyi and Conrad walk you through how you’re probably too slow to respond to inquiries and too slow to sign your clients — and it’s costing you. Learn exactly how to track your sales velocity and how fast you NEED to move getting that client through the funnel if you want to grow your client base and grow your revenue. And then, metrics? We don’t need no stinking metrics. The guys share a couple of their interactions with lawyers in the wild and the lingering sentiment of “we’re professionals, not a business.” Guess what, your law firm is a business, and what gets measured gets managed. But, not all metrics are useful, and further, some can be false flags of success. Gyi and Conrad each share their worst metrics to hang your hat on.

First Gyi and Conrad dig through the giant heap of legal marketing news that somebody left here since the last episode. Then, the guys help you avoid over-investing in every “cool new thing” right before they encourage you to invest in Google’s “cool new thing”. ----- Second Life! Pokemon Go! Clubhouse! (gasp) Whatever other nonsense you think might work to market your firm. Yes, there’s always cool new tech to play with, and maybe you feel like you can be early to this new thing, but sometimes it’s important to step back and make sure you’re not overinvesting in the next nothingburger. DO: keep up with the latest trends and tech. DON’T: be a sucker for the next shiny thing. And, we’ve all seen it in the movies; a “delightful” future of humanity where everywhere you walk there is a personalized hologram trying to sell you the latest, hottest new thing or turkey dinner in a cup. Well, good news! Google is taking the first steps to that utopia with their new offerings with Out of Home ads. The gents share their takes on our bright future, brought to you by Google, and how (and why) you’d use Out of Home to promote your law firm. A Giant Pile of News: Is Google’s new Helpful Client Algorithm a big yawner? MyCase accounting and document automation platform is making some interesting leaps. A one-stop shop, maybe It’s possible. It's Conference season! Clio Con, Hubspot, etc. Did Gyi kill Amazon Medicine? Twitter tweet editing may finally be here. TikTok and Instagram are shaping the way search and Google operates. Wave of the future or waste of time?

You need to be on LinkedIn. Yes, it can be kind of painful, but it’s still the de facto social media platform of the business world. So if you HAVE to be on it, don’t f#¢% it up. Tune is as the guys share the best ways to make LinkedIn work for you. ----- Odds are, your LinkedIn profile is not working for you the way you’d like it to. Gyi and Conrad spell out the worst mistakes lawyers make on LinkedIn. They break down the common mistakes you should avoid; like ‘engagement pods,’ sabotaging your own SEO, and more. Learn the key things you CAN NOT DO if you want to avoid being just another junky LinkedIn profile. Next, learn how to best leverage LinkedIn to maximize its potential for your business. Just like every other social media platform, LinkedIn is an algorithm, so the guys teach you the tricks to maximize its effectiveness. Now, set up your profile the right way, and put yourself out there, your authentic self. Learn how to be truly “LinkedIn”, not left out. The News: Coming soon, “Lawyers By Amazon?” Why not? The American Bar Association takes a stand against new competition in the legal industry. And Lead Docket ventures deeper into automation. Examples of good LinkedIn profiles: Ruky Tijani Ben Glass Joshua Baron Olga Mack

Weed, cookies, Google, TikTok; this episode has it all! Gyi and Conrad sort through the latest and greatest in the world of law firm marketing, and help you stay ahead of the curve. Hope you’re hungry. ----- The new Hubspot Marketing Trends Report, The State of Inbound Marketing Trends is out. And you know what? Short videos, TikTok, and “reels” are hot. Social Media might be the new king, but is it better than search engine Marketing? A look at what’s new in 2022. Hack your way through today’s digital jungle. Then the guys take a look at the Google Search Quality Rater Guidelines Update. What’s working in Google search results? And what are you wasting your time on? YMYL, E-A-T, and all the big changes. The things you need to know—and put to work—today. The News: Google slow rolls their rollback of third-party cookies. What’s a third-party cookie? Canna Law Blog cited by Congress References mentioned: Lunch Hour Legal Marketing is now on YouTube! Mockingbird.Marketing.com/benchmarks Google Ending Third-Party Cookies Canna Law Blog Cited by Congress China Law Blog New Hubspot Marketing Trends Report: Law By Mike Joshua D. Hodges, Esq Google Search Quality Rater Guidelines Update: What Has Changed 2022 Update for Google Quality Rater Guidelines – Big YMYL Updates Clio Cloud Conference Clio Legal Trends 2021 Report

Meh, links. A recent article claims that the hard work of building backlinks to drive traffic to your law firm’s website isn’t worth it. Is that right? Spoiler alert: No; no it is not. The guys break down the fundamentals of link building and share their top ten tips to improve your search ranking. ----- Conrad and Gyi debate whether the Siege Media article is relevant to the legal industry, in their continued quest to find the best ways to connect your practice with prospective clients. Then they dive into the foundations of link building. Anchor text! Paid links! Link Sculpting! Oh, my! Now that you’ve been schooled on the fundamentals of link building, let’s get you started right. Here are the guys’ 10 top tips you can put into action today. Building a solid backlink profile takes work, but—when it’s done right—it can be remarkably effective. The News: · Smith.ai, the virtual receptionist service, now offers automatic call recording and transcription. · CallRail and Clio integration? What it is and what it isn’t. · Google showing TikTok video shorts inSERP. Time to dust off your fancy dance moves. · Internet Brands raises more money, now at a$12 billion valuation. Mentioned in This Episode: Lunch Hour Legal Marketing now on YouTube ABA Tech Show Smith.ai Clio and CallRail Integration Near Media Internet Brands valuation recap Ross Hudgens, Siege Media, on Link Building Ross Hudgens, Link Building webinar Google Maps blog Screaming Frog Ahrefs Follow/No Follow Clio Cloud Conference Clio Legal Trends 2021 Report Plus, the Texas Hammer!

Chewy’s eating your marketing lunch straight outta the bowl, and Supreme Court rulings may seem removed from legal marketing, but this could be the moment to serve your community with empathy and a bit of humanity. ----- You want to see great customer service? Take a look in your pet’s food bowl. Gyi and Conrad discuss the recent virality of Chewy’s exceptional customer service and highlight, comparatively, how maybe—just maybe—your clients should expect more humanity from their lawyer than from a dog food company. Can adding a touch of empathy (hard for lawyers, we know) to your customer service make you go viral? Maybe not, but this is the genesis of referral marketing at its finest. And, yeah, it’s been talked about a lot lately, but the elephant in the room is the end of Roe v. Wade. The guys talk about what this means not only to the country, but for cause marketing in the legal world. Don’t worry, the show’s not shifting into political punditry, nor advocating for cheap or showy opportunism; this is about lawyers being humans. Lawyers have to stand for something, so the guys discuss why it is OK to wear your cause, whatever it may be, on your marketing sleeve. The News: Bob Ambrogi spotlights Mighty’s unique approach to serving victims of personal injury. A look at Aira’s “State of Link Building 2022” about building connections on the web. LeadFerno’s chat and texting capability now connects to your Google Business Profile. Mentioned in This Episode: Lunch Hour Legal Marketing now on YouTube: Bob Ambrogi, “Uneasy About Billboard Lawyers?” Mighty.com State of Link Building 2022, from Aira Chewy Tweet Agencies for Reproductive Rights Dobbs v. Jackson Women’s Health Organization, Supreme Court Clio Legal Trends 2021 Report

There’s no way around it, prospective clients want to talk to a lawyer, so get into your intake! Then the guys go LARPing—a little role play to quickly up your SEO game. Also, the return or Dear State Bar Regulator. As a lawyer, how involved should you be in the intake process? You’ve got people to handle that, right? After all, you’ve got better things to do. Gyi and Conrad discuss intake best practices and what really turns phone calls to clients. In the return of a fan favorite segment, Dear State Bar Regulator, Gyi pens a letter to those weirdly nitpicky South Carolina regulators. Let’s be honest, how much can a potential client really infer from a 3rd-party’s URL? And then, it’s time for some legal marketing LARPing! No, the guys aren’t donning wizard gowns and medieval attire; rather, they take on their respective roles as lawyer and marketer and dive deeper into the realm of SEO expectations. With a few quick tweaks, you can unlock the quick wins that will level up your magical powers, or at least your internet footprint. The News: LawPay acquires MyCase: Case management meets payment services. Good for the consumer? We’ll find out. Mentioned in this Episode: Lunch Hour Legal Marketing now on YouTube Joe Patrice, “MyCase Acquired by LawPay Parent,” LawNext: Conversation with LawPay and MyCase Law Firm Intake Fundamentals, Facebook Group (Private) South Carolina State Bar Regulators 22-02 MyCase LawPay Clio Legal Trends 2021 Report

Why you shouldn’t just play the SEO long-game. Plus, a law firm’s surprising (and sketchy) use of Google review numbers. ----- Most marketing agencies tell you that SEO is going to take time. Well yeah, maybe, but it doesn’t ALWAYS have to. Gyi and Conrad reevaluate traditional “tempered” expectations and discuss how long SEO should take and whether marketers are just using SEO to lock you into long-term contracts. Then the guys dig into one of the cringiest law firm slogans, “Size Matters,” Morgan & Morgan’s new Google reviews marketing campaign. Is it legit, is it ethical, and does it breach Google’s rules? The News: Legal marketing podcast ranks own podcast #1. I guess that’s settled then. Big news: Google core update, get on it. Wordpress Update: a speed and security change that may affect your plugins. Mentioned in this Episode: Lunch Hour Legal Marketing now on YouTube Everest Legal Marketing Doug Bradley, how long should SEO take? Gyi: SEO Expectations for Law Firms Size matters, Morgan & Morgan Google Structured Data Guidelines Clio Legal Trends 2021 Report

Conrad and Gyi tackle an (ahem) unusual marketing move by an attorney using TikTok video streaming. Plus, five big referral tips. ----- Wouldn’t it be great if your clients left you a good review online? Why wait? Why not just videotape them as you’re coming out of the courtroom? It’s “Marketing vs the Client’s Best Interest” in the bizarre case of a lawyer using the video streaming platform TikTok. The attorney in question is getting lots of views and attention, but is he using his client? The guys vigorously debate whether these short videos might cross an ethical line. But, even if kind of skeezy, maybe it’s generating a referral network of sorts, so…worth it? Plus, five big tips on building business through referrals. Still waiting for new clients to be breaking down your door? Sometimes you need to give to get, so start putting yourself out there and reap the rewards of good business karma. The News: MyCase buys Docketwise. Google Analytics 4 is coming soon—update your analytics now! How’s that Johnny Depp and Amber Heard trial going?

You want to boost your conversions but only have so much bandwidth doing it all yourself. Stop thinking that tech equals cold and impersonal. Simple technologies like auto-response emails and text messages (done right!) can afford a personal touch for your clients, bring more prospects into your funnel, and convert those opportunities you’re currently missing out on. And has Google ended the era of the ad agency? The guys explore Google's new Performance Max campaigns and whether they’re really the biggest change to Google in 10 years. PLUS: IMPORTANT NEWS! Conrad adopts a puppy! A desperate play for social media attention, of course, because Lunch Hour Legal Marketing is now on YouTube (and puppies are cute). And In Less Puppy-Filled News: Google is offering certification for SEO. In a new survey of how people find lawyers, surprise, the answers are Google, “the internet,” and referrals. Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.

Dark Social — it just sounds nefarious, right? But there’s no need to break out a Tor browser and dive into the depths of the dark web; this stuff is legit. And once you understand and leverage it, it can be the difference between your marketing just “working” and blowing up. Gyi and Conrad explain what Dark Social is, why it can be difficult—nay, impossible—to track through your traditional attribution channels, and why it is nonetheless one of the most powerful weapons in your arsenal you may not have even known you had. Also, CallRail’s marketing outlook for law firms in 2022 is out. In the latest edition of By the Numbers, the guys dig into the findings and share not only the most important takeaways but also highlight what these findings mean for you and your practice. In the Clio Legal Trends Report, it turns out law firms with growing revenue are twice as likely to use financial reporting tools. Understanding your firm’s financial performance helps you boost revenue. More at the Clio Legal Trends Report. The News: Sterling Sky and “Review Spam” - Lawyers are among the top spammers of review spaces, and law firms could be liable for this kind of behavior Search Ads Soaring - Search ad revenue hits $78 billion. Inflation and how it impacts our industry - Are you pulling back on your ads? Should you? And what about adjusting pricing? Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.

Marketing’s not free. Is yours working? Conrad and Gyi dig into marketing attribution and how to ensure you’re spending wisely. Rand Fishkin’s new article claims “attribution is a boondoggle” and you should trust your gut, not a fancy attribution system (especially if you’re a smaller office). So, what’s going on? Can software track your marketing end-to-end process, from Google Ads to paying client? So, how do you avoid throwing your marketing money into a black hole? Learn the 6-ish best tips for measuring marketing effectiveness. Tracking client journeys, client acquisition costs, and your marketing performance matters; do it like a marketing professional does. Plus: they get into the specter of “Dark Social” — driving demand by leveraging social media and the “network effect” to build your brand. In the Legal Trends Report by Clio, did you know law firms with increasing revenue are 46% more likely to use client intake and client relationship management (CRM) solutions. How do online forms and intake processes figure in? The News There’s new investment into LinkSquares and the recent acquisition of WealthCounsel and ElderCounsel Scorpion brings back its founder as CEO CallRail’s take on Google Analytics 4 (psst, if you use an agency, ask if it’s keeping up with the new Google Analytics and preparing for the changes) Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.

Should you be hiring a SEO specialist for your firm, or is SEO dead? Also, millions of people are suffering as a result of the war in Ukraine. Is this an opportunity to market your law firm? Spoiler Alert: No. No, it is not — but the right answer for you may be more nuanced. The guys tackle these big subjects as well as answer questions from ABA TECHSHOW and the impending change to Google Analytics. Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.

The guys are back at the ABA TECHSHOW with F.O.P. Carolyn Elefant, the “Godmother of Solos.” They talk about what’s in and what’s out in the latest edition of her book, “Solo By Choice.” Also, there’s more legal tech and more competition for your legal dollar than ever. That means great things for small and solo firms. Do you want something custom for your practice? It might be worth it to just ask for it. Plus, exciting news from Lawmatics, and the guys debate the merits of TurnSignl, an app that connects motorists in an instant to an attorney during a traffic stop and winner of the Startup Alley competition. Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.

The Super Bowl isn’t just about football and bean dip, it’s about the ads! Join Conrad and Gyi as they explore an increasing trend in the legal industry - ads during The Big Game. But first, the guys challenge Kevin O’Keefe’s latest take on Advertising vs. Business Development. How do we distinguish between the two, which is better? Is there room for both reputation and relationship building? And what about old fashioned marketing and advertising? But on to lawyer Super Bowl ads. The trend started with an absolutely “batsh*t crazy” 2014 ad by personal injury attorney Jamie Casino; a spot still getting views on YouTube. This year, we saw more law service ads airing in regional markets during the game. The lads highlight their favorites (and check out Friend-of-the-Podcast Joe Patrice’s own list). How do these PR stunts, not necessarily a Super Bowl ad, fit your practice? Do you need a gimmick? And how would you track your results? And of course, The News: Carolyn Elefant releases her third version of “Solo By Choice” and it’s worth your time. Bob and Ben Ambrogi launched their LawNext Directory. And don’t forget the upcoming ABA TechShow and your chance to hang out with Conrad and Gyi. Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.

You’re spending money to attract potential clients, now take the next step to ensure every moment of that client experience is amazing from intake to follow-up. In a special LHLM 101 episode, Conrad and Gyi go deep into the mysterious world (well, not that mysterious) of Customer Relationship Management platforms, known as CRMs. Provide a better experience for your clients; analyze marketing data to know what’s working and what isn’t; and do it all while saving you both time and money. It’s hard work, but CRMs make it easier. The days of tracking open cases on yellow legal pads is over. If you don’t know where to start, the LHLM dynamic duo run through the big-name platforms, the tricks and traps, and share their number one tactical tip to successfully implementing a CRM platform. Special thanks to our sponsors Alert Communications, LawYaw, Posh, and Clio.

Online Legal Directories can be useful tools for firms seeking to build visibility, increase traffic and attract clients. They may still provide value, but there are tricks and traps to avoid. Take a deep dive and hear how to ensure your marketing budget is well spent. And news: The University of Michigan reached a $490 million settlement over sexual abuse by the school’s former director of Health Services; more on the significant updates to Google’s vicinity algorithm; ABA Tech Show; and non-lawyer ownership of law firms. The Clio Legal Trends Report finds nearly half of law firms reporting growth employ Customer Relationship Management (CRM) software solutions to help them remain responsive and streamline onboarding. Plus, ever hear of the Barbara Streisand effect? It’s real and it can negatively affect your business. Learn how you can avoid making potentially embarrassing mistakes. Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

Our 50th episode features a deep dive into 2021 legal marketing trends and a look ahead at 2022. First, news: With a million new COVID infections nationwide, ALM’s New York Legalweek conference has been postponed to March 8-11. And a report on significant changes to Google’s vicinity advertising algorithm that may affect your firm. Gyi and Conrad also discuss interesting statistics from Justia’s annual survey. Most notably, some 17% of surveyed firms are backing away from Google ads. Why? Plus, what’s going on with local service ads and what firms are saying about their overall legal marketing spend. And surprising stats about LinkedIn, websites, and blogs. New client intake data from Clio.com’s Legal Trends Report finds prospective clients are turning to video conferencing and texting. Are you? And … the return of Conrad’s Crystal Ball. How will shifting economic factors—and, oh yeah, COVID—affect legal marketing? There’s a lot to think about. So how does marketing evolve? Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

The end of the year means the start of new opportunities for next year. It’s time to think about business metrics, what you’ve learned, and how to build on that. It’s never too late to start planning ahead. Conrad and Gyi talk about ways to look back not just on last year’s revenue, profitability, retention, but also on team health, team building, and trust. What can you do better? Plus, the guys review the year that was for the podcast, recount their favorite episodes from 2021, and share their resolutions for the show for 2022. Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

Are you working outside the law and ethical boundaries of Google Business functions? Or are competitors passing you by? Law practice marketing is one of the Internet’s roughest neighborhoods. Google has the tools, but what are the guardrails, and how does Section 230 dictate how far you – or your competitors – can go? Guest Eric Goldman, co-director of the High Tech Law Institute at Santa Clara University, digs deep into this fascinating and confusing field. If you haven't already, check out Part 1 of our conversation with Dean Goldman. Plus, news: The new Local Search Rankings Factor report is out (hint, maybe geotracking isn’t all that), and maybe a looming trademark fight between law firms Hello Divorce and Hello Prenup. And in the 2021 Clio Legal Trends Report, lawyers say tracking revenue is the most crucial factor for measuring business health and growth. But is it? --------- At the top of the episode, Conrad and Gyi take a moment to share their horror at the tragedy of the November 30th Oxford High School shooting, reflecting on the pain events like this cause not only for the victims, but for their beloved Michigan community at large. The guys, and the producers at Legal Talk Network, invite you to join them in showing your support to the victims of this terrible event by contributing to funds set up for the victims via the links below. Gofundme Oxford Bank --------- Sponsor music provided by SoundStripe: Got Me Like by Dr. Delight Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

How important are online reviews, and what can you do about them? Guest Eric Goldman, legal scholar and expert, explains the intersection of Section 230 and the ethics of online reviews. Tune in next time for part 2 of the conversation. And Thanksgiving is a time to remind your clients you appreciate them. In a segment dubbed “Crappy Holiday Promotions,” Conrad and Gyi share thoughts on holiday season communications. Why share the same stock photo and silly platitudes? Get a jump on the season before Thanksgiving and tell clients how thankful you are for them. And, as always, the guys break down the most important news in legal marketing. Special thanks to our sponsors Alert Communications, LawYaw, and Clio. Mentioned in This Episode: Regulation of Lawyers’ Use of Competitive Keyword Advertising by Eric Goldman and Angel Reyes An Overview of the United States’ Section 230 Internet Immunity by Eric Goldman Previous Lunch Hour Legal Marketing, with guest Carolyn Elefant Blog: FindLaw WordPress Websites: A Cynical Middle Finger to Their Clients Google Core Updates Clio Legal Trends 2021 Report Scorpion acquires MediaSmack Smokeball-InfoTrack acquires LawLytics Google My Business Section 230, text

If it seems like Google favors big firms – with big dollars – over small or solo legal practices, that’s because it does. With an eye on Google My Business (“GMB”) practices, the guys examine a retro approach to marketing that may end-run Google dominance. Guest Carolyn Elefant joins Conrad and Gyi to talk about getting back to basics: rethinking billing practices, and how networking and focusing on “community” instead of “audience” may be a more efficient way to attract clients. Also, Clio’s new Legal Trends Report is hot off the presses and they’re showing a spike in consumer interest in remote legal services and electronic payments. But that’s not all that’s changing. Are you keeping up? Sponsor music provided by SoundStripe: Got Me Like by Dr. Delight Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

It's a special bonus episode. Recently, Conrad appeared on the long running program Lawyer 2 Lawyer and he had loads of fun, so we decided to run it for you here. If you like what you hear, be sure to subscribe to Lawyer 2 Lawyer. --------- Many attorneys have received an offer of an award recognizing them as a distinguished lawyer in your city or state. Perhaps the message, coming as an email or a message on Facebook, offers a custom plaque, an inscribed crystal, and/or an appearance in a publication, and all for the low, low price of the membership fees to the awarding organization. Who would ever pass up such a rare opportunity? So are we looking at a pay-to-play here? A scam? What is the application process? And should lawyers beware?! On Lawyer 2 Lawyer, host Craig Williams is joined by Conrad Saam, founder of Mockingbird Marketing, to talk about the award industry, the constraints for legal marketing, and what lawyers should do if they receive a solicitation promising an award for a price.

In a special Halloween edition, Conrad and Gyi share their top 10 legal marketing horror stories. Are you dragging your practice to an early grave with some of these? Long-term marketing agency contracts? Renting instead of owning your website and domain name? Misunderstanding web traffic data and metrics? Or––dun dun duh––Letting Phone Calls Go Unanswered (even if you think you’ve hired a reputable service)? Scary stuff. Plus, in the news, trends in legal mergers and acquisitions, the upcoming Clio Cloud Conference, and some frightening survey data about offering clients discounts and devaluing your practice. Watch this channel next week for a special bonus Lawyer 2 Lawyer episode featuring our very own Conrad Saam. But there’s no need to wait! Click here to find all the great content from Lawyer 2 Lawyer. Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

Conrad and Gyi take on the elephant in the courtroom. Clio’s Legal Trend Report shows us potential clients are interested in both pricing and payment plans, but as lawyers, we’re reluctant to go there. Why? Explore options on how you can better position yourself. Are you less expensive than the competition? More efficient? A better value? Dig into the marketing opportunities that make you special based, in part, on your pricing model. Hey, the other guy is doing it. If it’s something you’ve never considered, it’s probably time you did. And in the news (maybe related, just a bit!) we’re seeing a spike in inflation, even if the Fed wants to call it transitory. Look around, everything seems to be going up … except legal fees? Plus, Facebook (and its global apps) go down. In legal tech, what’s up with Smokeball legal matter management? Changes in Google marketing? Let’s talk. Special thanks to our sponsors Alert Communications, LawYaw, and Clio. Mentioned in this Episode: Clio Legal Trends Report: https://www.clio.com/resources/legal-trends/ Smokeball: https://www.smokeball.com/ Google changes: https://www.seroundtable.com/google-local-5-pack-32208.html and https://whitespark.ca/blog/2021-wlss-day-1/ Facebook ad revenue damage due to down time https://www.snopes.com/news/2021/10/04/facebook-ad-revenue/ Thumbtack: https://www.thumbtack.com/k/affordable-divorce-lawyers/near-me/ Yelp: ​​https://www.yelp.com/nearme/cheap-divorce-lawyers Hello Divorce, https://hellodivorce.com/ Erin Levine podcast: https://legaltalknetwork.com/podcasts/lunch-hour-legal-marketing/2021/09/hello-erin-levine-of-hello-divorce/ Pricing Podcast with George Psiharis: https://legaltalknetwork.com/podcasts/lunch-hour-legal-marketing/2021/06/pricing-to-get-hired-bridging-the-gap-between-lawyers-clients/

Erin Levine, founder of Hello Divorce, joins Conrad and Gyi to explain how her innovative tech platform streamlines and demystifies the divorce process for clients while allowing lawyers to practice law – not schedule appointments, manage clients, and waste time with administrative tasks. Entrusting basic drafting, scheduling, and filing work to a robot, though, does have one obvious conclusion––fewer tasks to bill for. But if you’re worried about your bottom line, don’t freak out just yet. Levine says Hello Divorce isn’t built to put you out of business but, by allowing clients to only use lawyers for what they need, to open up a broader pool of paying clients and improve the process as a whole. Hello Divorce and services like it may be harbingers of the future legal industry, so it’s time for you, dear lawyer, to start thinking about how to adapt your practice and messaging to fit in. Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

We know you’re a lawyer, so what? That’s not enough. What makes you stand out? Gyi and Conrad share tips on making your practice stand out in a country awash in lawyers. Know the difference between simple branding and real positioning. Also, a BIG change is coming to Google searches. It’s driving SEO specialists nuts. Plus, new findings from Clio show the importance of marketing your tech capabilities in a post-pandemic world. What are prospective clients looking for? Learn more at Clio.com/solo. And of course, “Dumb Sh*t Lawyers Do” (like, say … not reading their marketing agency contracts). Need to bone up on your marketing basics? Check out our prior LHLM 101 episode on Pay-Per-Click. Special thanks to our sponsors Alert Communications, LawYaw, and Clio.

Pop quiz: Which LHLM hosts earned early paychecks running a paper route, and which pumped gas? Gyi and Conrad discuss their early forays into working life. Then, Gyi and Conrad then wade into the dispute between the North Carolina Bar Association and Google over Google’s recording of phone calls related to ad leads. In the recurring segment, “Dear State Bar Regulators,” Gyi lists the pros and cons of recording, third-party access, legal ethics, solutions, and the gap between tech advances and bar rules. On the topic of bar rules, Arizona’s decision last year to invite non-lawyer ownership has attracted an application from the behemoth un-law firm Legal Zoom. Conrad explains the model in terms of MBAs running medical practices that hire doctors. He and Gyi discuss how Legal Zoom might operate, ID impacted practices, and how lawyers can compete. Listen for instructions on how to get half off of the ongoing Bedlam Conference. Special thanks to our sponsors Alert Communications, LawYaw and Clio.

As venture capital investment continues to sweep the legal market (and our news segment), Gyi and Conrad celebrate the $2 million seed round funding for Hello Divorce. Yay! In the segment, “Dumb Sh*t Lawyers Do,” the two discuss the case of a lawyer reprimanded for raking an unhappy client over the coals. They also discuss a Streisand Effect case in which a roofing company sued a couple because of their negative online review. The guys share their tips for responding to unflattering reviews and navigating these perilous waters. And to wrap things up, the pandemic has undoubtedly knocked back law firms onto their heels. But, how have lawyers who continued their marketing investment fared? Should you batten down the hatches and rely solely on organic traffic? Do you need to start doing Tik Tok dances? The data may surprise you. Gyi and Conrad break it down and look ahead to the uncertain future. Special thanks to our sponsors Alert Communications, LawYaw and Clio.

Providing remarkable service is a no-brainer when it comes to earning a steady stream of referrals. It’s so basic that Gyi and Conrad aren’t even counting it in their lists of ways to get referrals. So what other methods are you probably overlooking? For one: give referrals. No one said it better than Paul McCartney in a classic SNL interview with Chris Farley, “The more you give, the more you get.” Getting clients in the door through referrals is great, but how do you budget for your marketing efforts? Whether a firm wants to take over Texas or just keep the lights on, Gyi and Conrad discuss why successful firms dedicate a portion (and how much) of their revenue towards marketing efforts. They also compare/contrast marketing effort and marketing infrastructure. Think gas v. engine. Listen to the end, and grab your popcorn, for Gyi and Conrad’s pop culture recommendations. Special thanks to our sponsors Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Professors Gyi and Conrad teach us about the ABCs of CPCs, then appeal to bar leaders to revisit anti-competitive ad rules. Special thanks to our sponsors Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi and Conrad reassure that the sky isn’t falling despite the latest SEO panic and explore pricing controversies with F.O.P. George Psiharis. Special thanks to our sponsors Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi and Conrad cherry-pick tips from the Bedlam legal marketing conference, cover Apple’s privacy push, and talk the dos and definite don’ts when recognizing holidays. Special thanks to our sponsors Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi and Conrad preview their Bedlam legal marketing conference and talk through the dos and don’ts of responding to one-star reviews. Special thanks to our sponsors Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi and Conrad count down the top five metrics law firms need to care about most/least. Special thanks to our sponsor Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi and Conrad hash out the controversy over ‘conversions’ and debate the merits of fast, cheap, and quality. Special thanks to our sponsor Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi Tsakalakis and Conrad Saam preview a robust marketing track at ABA Techshow and explain why to say no to FOMO marketing. Join the conversation on Twitter with @GyiTsakalakis and @ConradSaam using the hashtag #LHLM Special thanks to our sponsor Alert Communications, LexisNexis® InterAction®, LawYaw and Clio.

Gyi Tsakalakis and Conrad Saam celebrate and castigate the best and bottom of the barrel in legal marketing during their first-ever awards show.

Gyi and Conrad divine what’s to come in 2021 and offer New Year’s resolutions for those wedded to vanity metrics.

Gyi and Conrad explain the term UTM and why it helps mine SEO gold. Spoiler alert: Google is involved.

Gyi and Conrad discuss some fundamentals that need to come first before you get fancy with your SEO. Friend of the Pod Jared Correia joins in to discuss the Digital Client Journey and to play a game of Becoming the Archetype.

Now that Conrad and Gyi have decided whether or not to rebrand this podcast, the game is on to see who can market it best.

Gyi Tsakalakis and Conrad Saam take on the cold-hearted client rejection letter, review the headlines, and consider a new podcast jingle.

Gyi Tsakalakis and Conrad Saam explore new Google Screened ads, respond to listener feedback, and ask for your help in rebranding this very podcast.