Lunch Hour Legal Marketing Podcast - Legal Talk Network

AI Features and Your Website | Google Search Central | Documentation

How to Rank with Google AI Mode

Ally Kvidt — Thu, 10 Jul 2025 14:40:43 +0000

How do you get AI overviews and AI mode to promote your content? Gyi and Conrad detail out all the current guidance for better content performance.

The way people use search is changing. You definitely want to make sure your content is getting to your audience, and AI search experiences like AI Overviews and AI Mode may require a change in your tactics. Gyi and Conrad talk through the current guidance from Google to help you stand out in your market. Finding ways to provide genuinely unique content and a great site experience are key! And, learn how to employ the E-E-A-T principles for even more good content boosts in search.

Learn more about Google AI Content Guidelines:

Google Search’s guidance on using generative AI content on your website

The News:

Fear, uncertainty, doubt? Nah, it’s just the Google Core Update of June 2025.
A recent bunch of Google LSA notifications caused confusion and delay. Sheesh.
Ben Sessions’s very public vendetta against the shady behavior of some folks operating in his local courts is a sight to behold! Check out Ben’s Facebook page for more.
Another acquisition! Clio buys vLex, and this could be an exciting game changer.
Clio and Scorpion recently reached an exclusive partnership agreement for marketing services — More on this to come.
In the wake of the tragic Texas Floods, there are ways you can help. The Texas Disaster Legal Help Group will need more volunteers for years to come.

Suggested LHLM Episodes:

Big Money — Who Owns the Future of Law? – Lunch Hour Legal Marketing

Connect:

HELP! My Marketing Agency Was Acquired — What You NEED To Know

Big Money — Who Owns the Future of Law?

Ally Kvidt — Wed, 25 Jun 2025 20:30:17 +0000

Non-Lawyer ownership, alternative business structures, venture capital pushing out the little guy… scary, right? Yeah, we get it—but should you be so worried about these new trends coming to law-firm business management? And later, Gyi and Conrad dig into Google’s content guidance to help you understand how to effectively leverage content for your business & marketing strategies.

For attorneys, the very thought of non-lawyers profiting off the practice of law is pretty darn repugnant. So, naturally, most lawyers are united in their distaste of venture capitalism, private equity, and big business making its way into digital marketing and law firm ownership. Is this resentment justified? Gyi and Conrad talk through the changing landscape of law firm business structures and what lawyers need to consider as they navigate this new reality.

Next, what can you do to make sure your content stands out amongst your competitors? The guys discuss Google’s SEO fundamentals for creating content their algorithm will promote. Figuring out how to drive traffic to your website might feel like a guessing game, but there are real, tactical methods for creating expert, trustworthy content that gets boosted by search engines. Check out more from Google: Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation

The News:

Jason Hennessey’s firm Hennessey Digital was purchased by private equity.
Answering Legal has launched a free AI-powered chatbot. You don’t have to be a customer to use it, so you might as well check it out.
The Lunch Hour Legal Marketing website is live! And, coincidentally, you can sign up for the very exciting Lunch Hour Legal Marketing Summit right on our website! Hurry on over for that sweet early bird discount.
CallRail’s Voice Assist comes out of beta mid-July! Keep an eye out for it.
Hit us up to do an Ignite Pitch at the LHLM Summit! If you’ve got 5 minutes worth of quirky, nerdy insights on a relevant topic, Gyi and Conrad would love to consider your pitch.

Suggested LHLM Episodes:

What’s In a Brand?

Connect:

Google’s Search Monopoly in Jeopardy: This New Antitrust Ruling Changes Everything

Chapters (Times Approximate)

0:00 Gyi Griswold Goes Michigan Roadtrippin’

2:48 The News

8:47 Is Venture Capital Getting Greedy?

21:30 Help With Google’s Helpful Content

Stand Up to Stand Out

Ally Kvidt — Wed, 11 Jun 2025 08:00:52 +0000

Is standing up for a cause you believe in a help or a hindrance to your business? The fear of losing clients who think/believe differently might keep you from publicly supporting the things you value, but is that actually good for your business (and you)?

When it comes to support and activism, many professionals shy away from proclaiming anything that could narrow their market, but fine-tuning your appeal is exactly what you need to do to grow your business. Gyi and Conrad discuss why standing for something is much better than standing for nothing, and it even helps you position your brand in your market. If you’re perceived as a generic lawyer of no distinction, you’re going to have a tough time connecting with your community. Authenticity is good for business, and the guys share how leaning into your values can really help your law firm grow.

The News:

Our esteemed friend Eric Goldman wrote up a great piece on the latest court ruling on brand name conquesting: NJ Supreme Court Blesses Lawyers’ Competitive Keyword Ads (With a Baffling Caveat).
A new partnership between CallRail and RingCentral looks promising for all those involved. Here’s the deets: RingCentral | CallRail Integration
Well, we’ve had a good run. Zuck announces AI for ad management (to end Gyi and Conrad).
Don’t believe anything you see on the internet, kids. Nancy Mace’s Astroturfing is deceptive marketing at its worst—ick.
Register now for the Lunch Hour Legal Marketing Summit at the Bellagio in Vegas! We’ll kick things off on September 22nd. Hope to see all you in-house marketers there. Today, we’re announcing some of the great speakers and timely topics you can look forward to. Tune in for more details!

Suggested LHLM Episodes:

What’s in a Brand?

Connect:

The Unbillable Hour — Rebranding: Define Your Firm, Define Your Practice

What’s In a Brand?

Ally Kvidt — Wed, 04 Jun 2025 08:00:19 +0000

Branding, re-branding, brand refresh… What does it all mean? Well, a rose by any other name might smell as sweet, but your business could really stink if your branding strategy is lacking. Learn how to optimize your brand, master your messaging, and position yourself for success.

Branding, positioning, and messaging are distinct and essential elements for your law firm’s strategy, but not all lawyers have a handle on the meaning and functions of these components in the scope of their business. Gyi and Conrad take us through the basics of branding and explain the critical (and perhaps greater) importance of positioning and messaging. Learn how being true to yourself can help you create a meaningful, intentional path forward for your legal business.

Come see us! The Lunch Hour Legal Marketing Summit will be held September 22-24 at the Bellagio in Las Vegas. Register now!

The News:

Well, Avvo’s been sued (again). Do we care?
Allegedly, AI is screwing businesses over left and right by publishing utter falsehoods. Yay.
Kevin Indig has some good insights here: The first-ever UX Study of Google’s AI Overviews: The Data We’ve All Been Waiting For.

Suggested LHLM Episodes:

Marketer vs. Marketer

Links:

rebrandingexperts.com

Connect:

How To Do Social Media Marketing the Right Way

Ultimate LinkedIn Guide for Lawyers

Ally Kvidt — Wed, 21 May 2025 08:00:58 +0000

LinkedIn is really working for lawyers these days, so Gyi and Conrad bring in the pros to school you on how to leverage it for your business. Learn how to create content that truly resonates with your audience from our dear friends Purna Virji and Tony Albrecht.

LinkedIn has become a powerful platform for growing legal businesses, but how exactly do lawyers go about it? The guys talk with Purna Virji, a principal consultant at LinkedIn, about how to make the connections you’ve been hoping for. What does your audience care about? What do they want to hear? Purna shares her tips for creating easy, engaging video and text-based content in just a few hours per month.

Later, why should you care about being active on LinkedIn? Gyi and Conrad dig deeper into what you need to know about LinkedIn engagement with Tony Albrecht, the Yoda of LinkedIn lawyering. Learn about what LinkedIn growth could look like for you, dear lawyer! Tony explains the surprising supply/demand deficit for interesting content and how stimulating, genuine posts can significantly further your reach.

The News:

Congrats to Erin Levine! – Hello Divorce is now in all 50 states.
Will marketers be replaced by AI? FirmPilot Reaches $11.7M in Funding, As Thomson Reuters and HubSpot Ventures Join As Investors
New(ish?) launch from the Googs: Google AI Max
The New York Times reports A.I. Is Getting More Powerful, but Its Hallucinations Are Getting Worse, so… cool cool cool…
Thoughts on AI impacts for Local Pack from Greg Sterling and Barry Schwartz, respectively: AIO Pack, AIn’t No Threat, Double Divestiture, Automation Blues and Google Tests Replacing Map Local Pack With AI Overviews.
Just what you need! Our LHLM Conference is in the works for September 22-24 in Las Vegas.

Suggested LHLM Episodes:

Connect:

LinkedIn – Purna Virji

LinkedIn – Tony Albrecht

When to DIY & When to Call in the Pros — Mailbag Edition

Ally Kvidt — Wed, 07 May 2025 08:00:33 +0000

Should your agency be charging you for managing your LSAs? Are there things your in-house marketing team should be leaving to the experts? Today, the guys open the mailbag and answer these two great listener questions.

Is it worth paying an agency anything for Google LSA management, or are you getting scammed out of a chunk of your marketing budget? Well, it depends, and the guys’ opinions may vary. Gyi and Conrad dig into a listener question to explain what LSA management could/should look like, what value it may bring to you, and whether ongoing fees are appropriate.

Later, question 2! Should lawyers with an in-house marketing team entrust all their digital marketing to said team, or do they need to call in an expert agency for certain advertising channels? The guys talk about the realities of expertise gaps and how partnerships can really take your marketing efforts to the next level.

Stay tuned to the end for a special announcement from Gyi and Conrad!

The News:

Brilliant or clueless—did this lawyer do this for the news hype & free advertising? Judge Rejects Lawsuit With Dragon Logo, Calling It ‘Juvenile and Impertinent’ – The New York Times
Google, just… ick. Here’s our take on this extremely problematic Google overstep:
- Video: BREAKING: Google Expands Use of LSA Intake Data
- Audio: BREAKING: Google Expands Use of Local Service Ad Data

Connect:

Youtube: Segmenting Your Audience in Search Console

Ranking Your Local Competitors – Hot or Not?

Ally Kvidt — Wed, 23 Apr 2025 08:00:50 +0000

If lots of site traffic isn’t leading to lots of clients, something’s off. Learn how to get the traffic you want! Later, Gyi and Conrad unpack the marketing impact of publicly ranking all your competition—genius or folly?

You want website traffic that could turn into actual clients for your law firm, but how do you make sure you’re reaching the right audience? Gyi and Conrad talk tactics for segmenting your audience to make sure you get the qualified leads that can turn into profitable business for your law firm.

Next, in a bold move, a Seattle family lawyer pulled a Zuckerberg and rated all of his local competitors, except himself. What do the guys think about the Hemmet Trends Report? While it may be a sure-fire way to torch some of your local relationships, this kind of friction marketing can be a very successful way to get your name out there.

The News:

Google quality raters now assess whether content is AI-generated. What does this mean for your copy/pasted ChatGPT posts? You might want to seriously do that human edit.
This could be big for local business, folks: TikTok takes on Google Maps by surfacing reviews in the comments tab.
What do we think about Sponsored Youtube Comments? So far, it seems like a pretty solid tactic.
If you like poking fun at the dirty, rotten ethics of certain marketers, you’ll like Brian Glass’s podcast episode, too: Brian Glass – CaseConnect
PILMMA – come see Conrad!

Suggested LHLM Episodes:

The Lawyer’s Guide to Conversions || Listener LSA Queries

Apple | Spotify | Youtube

Connect:

Bull$#!% You Hear at Legal Conferences

BREAKING: Google Expands Use of Local Service Ad Data

Ally Kvidt — Tue, 22 Apr 2025 23:30:32 +0000

Just when you thought you understood Local Services Ads (LSAs), Google changes the game. Gyi and Conrad sound the alarm on the latest shift in LSA terms—and this one’s a doozy. Google now claims the right to tweak, repurpose, and plaster your ad content wherever it wants. Cool cool cool… unless you’re a lawyer who cares about things like client confidentiality and ethics.

Is this a harmless update? A marketing landmine? Or just another “oops, didn’t read the fine print” moment? The guys debate what opting in *really* means, how it could affect your firm, and why blind trust in Big Tech is looking less like a best practice and more like a liability.

Takeaways:

Google’s changing the rules on LSAs—again.
Your ad content? They can now modify and use it freely.
Ethics red flag: This could compromise client confidentiality.
Most lawyers have no idea this is happening.
Opting in might mean opening a can of worms.
Google’s rollout? Vague at best.
Legal marketers are losing faith.
Ad performance and trust are both on the line.
Law firms must weigh ethical risks before opting in.
Transparency isn’t optional—it’s essential.

Show Me the Clients! — Holding Your Marketing Accountable

Ally Kvidt — Wed, 09 Apr 2025 08:00:53 +0000

Feeble marketing tactics are a major waste of your law firm’s ad spend! Make sure your budget isn’t being squandered by understanding what marketing quality and accountability should look like.

If your marketer’s data looks like a success but isn’t resulting in new clients for your law firm, you might be getting shammed. The guys join us from the road at two of the legal industry’s finest conferences, ABA Techshow and Mass Torts Made Perfect. In their talks, Gyi and Conrad each presented the perils of marketing misinformation and what lawyers need to look for to ensure transparency and accountability in their marketing schemes.

Leave us a comment on the LHLM LinkedIn page if you’d like to have Gyi and Conrad’s slide decks from their conference presentations!

The News:

Google Business Profiles are switching things up – Ask Maps Is Google Q&A’s AI Replacement: Here’s What It Means For Marketers
It’s probably a good idea to opt in to Google’s experimental AI Mode to see where things are headed – Expanding AI Overviews and introducing AI Mode
Notebook is expanding access all over the place – New in NotebookLM: Discover sources from around the web
It is a very good thing that we are a country with laws, and though we’ve always been loath to get too political, we feel that we have to recognize current dangers and stand up for the rule of law. Read through The ABA supports the rule of law, Statement from SBM Leadership on Unprecedented Threats to Rule of Law, ABA condemns remarks questioning legitimacy of courts and judicial review, and more at the ABA’s Rule of Law page.
On a lighter note, Jessica Hawkins from Consultwebs created a post on the Best Legal Podcasts of 2025. Jessica gave LHLM a really nice write up, and we are super thankful to be featured with some other great shows!
And, Conrad is desperately seeking an awesome Customer Success person. Just go see if you can find the hidden job listing on Mockingbird Marketing.

Suggested LHLM Episodes:

Apple | Spotify | Youtube

Connect:

Google Local Service Ads: To Brand or Not to Brand?

Marketing in the Age of AI — Lawyerist Invasion!

Ally Kvidt — Wed, 26 Mar 2025 08:00:34 +0000

AI is majorly, seriously, (annoyingly?) impacting law firm marketing, and it’s not just about content generation. What’s a lawyer to do?

In this special LHLM episode, Gyi and Conrad air their chat with Zack Glaser of the Lawyerist Podcast. Artificial intelligence has its sticky fingers in everything nowadays—even the world of law firm marketing. It’s changing the way consumers behave and changing the way ad agencies strategize in your market. So, how do you continue to compete, and where can you leverage AI to make a real difference? Zack, Gyi, and Conrad hash out how to make AI work for you, not against you.

The News:

Google’s still working toward world domination: Google makes its biggest-ever acquisition | CNN Business
Joy Hawkins noticed some data anomalies in CTRs. What’s up?
Come see us at some upcoming conferences! Gyi will be at ABA Techshow in Chicago, and Conrad’s headed to Mass Torts Made Perfect in Las Vegas. Then, they’ll both get together (virtually) at Infotrack’s Legal Up for another delightful website teardown.

Links Mentioned:

Lawyerist Podcast

Suggested LHLM Episodes:

Connect:

Google “Diversity Update” Live Stream

Is Your Law Firm Marketing Actually Working?

Ally Kvidt — Wed, 19 Mar 2025 08:00:26 +0000

Live from the American Association for Justice conference in Miami, Lunch Hour Legal Marketing is back with another deep dive into law firm marketing strategies that actually move the needle.

Conrad Saam and Gyi Tsakalakis break down the biggest questions they tackled at the event:
How much should lawyers spend on marketing?
Brand vs. non-brand marketing—why it matters
Are you tracking the right metrics, or just vanity numbers?
Lawyer referrals vs. digital marketing—what’s the real ROI?
Why law firms MUST use a CRM to stop missing leads

Plus, we expose how some legal marketing agencies try to take credit for leads they didn’t earn. (Yes, we see you.)

If you’re serious about law firm growth, you won’t want to miss this one.

Don’t forget to subscribe for more legal marketing insights!

How Law Firms Use Google Ads to Poach Your Leads

Ally Kvidt — Wed, 12 Mar 2025 08:00:18 +0000

Lead thievery! How on earth could your competitor’s ad have YOUR name in it? Brand conquesting is a real thing, and it sucks. Later, is Gyi completely wrong about direct brand search in LSAs? The guys fight it out.

Having a competitor’s brand in your ad is some super shady lawyer marketing and violates Google’s trademark policies, but it still happens. What’s the deal? Gyi and Conrad talk about the ins and outs of brand conquesting, how it should be viewed under lawyers’ rules of professional conduct, and whether this kind of dirty campaigning is actually successful for the law firms who engage in it.

Next, does having direct brand search turned on in Google Local Service Ads negatively impact your visibility? Maybe so, maybe no… it’s complicated! Gyi and Conrad argue their viewpoints and nerd out on a variety of marketing scenarios that could affect those pesky LSA outcomes.

The News:

If you’re amongst the crowd of laid off federal lawyers, Ben & Brian Glass are offering their assistance in helping you start your own gig.
The Diversity Update from Google might be causing a drop in your organic results.
Everybody’s noticing an uptick in AIOs in legal, so—yay!
Lawyerist Podcast with Gyi and Conrad is coming soon!

Links Mentioned:

Google – Trademarks – Advertising Policies Help

Suggested LHLM Episodes:

Google Local Service Ads: To Brand or Not to Brand?

Connect:

Google Cites Scholarship Links in a Manual Action Penalty

Meh, Links — Busting Link Building Myths for SEO

Ally Kvidt — Wed, 26 Feb 2025 09:00:55 +0000

Today, we unpack Gyi’s beloved catchphrase to see how “meh” he really feels about the significance of links in local SEO. Later—the strategic guide you need for top-knotch link building in 2025.

A whole lotta folks like to say links don’t really matter anymore, but are they right? In practice, the guys have seen the positive effects of link building for clients for many, many years, and it’s still a piece of the pie today. However, there’s a ton of misinformation out there, so Gyi and Conrad debunk the most common misconceptions to get you on track for optimized, relevant, business-building links.

And, later, what’s working best for link building in 2025? The guys share some great stories of businesses who engaged their local communities through service, scholarships, sponsorships, and more—all while getting awesome PR and plenty of links.

The News:

More mergers & acquisitions! Places Scout was purchased by Yext… so are we all in for some price jacking? Sigh. Probably.
ABA is standing up for the judiciary, and you should too: ABA condemns remarks questioning legitimacy of courts and judicial review
Quit ruining our weekends, Googs. Sheesh. Google Confirms Business Profile Reviews Outage
Super grateful to Ahrefs for this really well done post: Google Says “Links Matter Less”—We Looked at 1,000,000 SERPs to See if It’s True

Mentioned:

Suggested LHLM Episodes:

Is Link Building Worth It Anymore? || Top 10 Link Building Tips

Connect:

Marketing Attribution: Follow the Data or Trust Your Gut?

Lawyer Marketing Nightmares: Dirty Tricks, Ponzi Schemes & Backstabbing

Ally Kvidt — Wed, 12 Feb 2025 09:00:26 +0000

Gyi and Conrad share the scary legal marketing stories you definitely wouldn’t want to find yourself entangled in. Later, don’t throw the attribution out with the bath water! It’s not impossible to track, and the guys explain how to go about it.

Sometimes you have to wallow in the muck of the digital marketing world to learn how to avoid the scum. All law firms should ask themselves this question: Do you know how your ad agency is spending your money? Gyi and Conrad dive into the allegations surrounding some very iffy third-party dealings to help you, dear listener, traverse the perils of the marketing world.

And later, it seems that some LHLM words to the wise have been misconstrued! Don’t hear what we’re not saying—attribution is an essential marketing element, and your agency should absolutely be monitoring your advertising channels with careful attention. But, there’s more to it than just a simple pie graph. Gyi and Conrad share how to get the fullest picture possible for tracking attribution.

The Quasi-News:

Ownership v. Partnerships: A Connecticut lawyer is embroiled in some painfully messy business.
American Association for Justice Winter Convention – Look out for LHLM LIVE!
PILMMA Super Summit – Conrad’s Ski Invitation for April 28th.

Suggested LHLM Episodes:

Connect:

Conrad’s Crystal Ball IV | Lawyer Marketing Predictions for 2025

TV Ads or Digital? The Champion Lawyer Uses Both

Ally Kvidt — Wed, 29 Jan 2025 09:00:37 +0000

If your game plan is offline advertising, but your website sucks—you’re fumbling your growth strategy. And, later, Conrad shares his origin story!

There is often a significant imbalance between law firms’ offline and online marketing investments, but things simply won’t work as well if you don’t synergize both aspects. Gyi and Conrad talk through their recommendations for diversified online and offline expenditures that can maximize your firm’s potential for growth.

Later, how did Conrad become Conrad? The child of Australian immigrant parents, Conrad shares his life’s journey from Vegemite sandwich-toting lad to MBA grad to SEO pioneer to Mockingbird Marketing owner—and everything in between!

The News:

We are brilliant crystal ball pontificators! Cases in point:

Non-lawyer participation in the legal world – KPMG Law Firm
Low firm consolidations – Sweet James purchased Jenn Gore’s firm.
Chaos and confusion! – TikTok – Gone and Back Again
Report bad business conduct in GBP – Google Maps New Report Business Conduct

Suggested LHLM Episodes:

Connect:

Conrad’s Crystal Ball: The Re-Re-Return — Sponsored by CallRail

Conrad’s Crystal Ball IV | Lawyer Marketing Predictions for 2025

Ally Kvidt — Wed, 15 Jan 2025 09:00:53 +0000

Gaze into the depths with Gyi and Conrad, so you, too, can be prepared for the legal marketing days to come. This one’s all about the future, folks!

Well, and the past. First, an in-depth retrospective on whether Gyi and Conrad’s 2024 predictions showed true seer potential (or phony-baloney tendencies). Then, the guys turn a preternatural eye to what lies ahead. What mystically foretold trends will dominate the legal and marketing landscapes of 2025? From super-spammer AI avatars to, of course, another Michigan win—Gyi and Conrad can see it all.

The News:

Happy New Year from the Googly Googs. They kicked off 2025 with an infestation of Google Business Profile bugs. Yaaay.
A Cautionary Tale: Deceptive marketing tactics could seriously come back to bite you in the you-know-where – “Strong Arm” Frank Azar wins $1.55 million in Google keyword lawsuit against Alabama law firm
LHLM was selected by Feedspot as one of the 30 Best Legal Marketing Podcasts You Must Follow in 2025! Thanks, we think.
Gyi’s GBP got suspended—again.
ChatGPT for clients: MJ Morley shared that 3 out of 7 consults found her firm through ChatGPT – fascinating stuff!
New CallRail launch – CallRail broadens attribution capabilities to include AI-powered search engines
Is the truth about to get even muddier? Meta backs away from fact checking in the U.S. : NPR

Suggested LHLM Episodes:

Connect:

Playing With the Social Media Algorithm || Drafting Your Marketing Dream Team: Round 2

Law Firm Marketing — How Much Should Your Associates Be Doing?

Ally Kvidt — Mon, 23 Dec 2024 17:15:08 +0000

You’ve got a talented legal team at your firm, but should they also be involved in your marketing schemes? Later, we recently realized that some of you want a bit more backstory on the guys, so, Gyi reveals how his mysterious past made him into the marketer he is today.

Should your lawyers stick to lawyering? Sometimes, an associate is super interested, tactical, and talented at marketing, but sometimes… they’re not. So, how do you avoid potential misuse of resources and make the most of your relationship with marketing partners? Gyi and Conrad talk through how to build trust, optimize your assets, and learn to be on the same team with your marketer.

It’s a bird! It’s a plane! No, it’s Gyi Tsakalakis! Who is Gyi, anyway? Every super hero has an origin story, and so does every marketer.

The News:

The Google algo update is finished—FINALLY. And, honestly, the results are a bit of a snoozefest.
Gemini 2 is out and about! And, similarly—Zzz.
Apple launched its ChatGPT integration with Siri. Useful? No? Yes?
And, Gyi and Conrad’s Google Business Profiles are back on track. What happened?

Suggested LHLM Episodes:

Dial M for Mystery Shopper

Connect:

Ring, Ring! What to Expect When You Call Up a Marketing Agency

Dial M for Mystery Shopper – Sponsored by CallRail

Ally Kvidt — Wed, 11 Dec 2024 09:00:33 +0000

Intrigue! Drama! Suspense! Our victim, Paul Robinson Law, gets put through the wringer again with an after-hours secret shopper call plotted by Gyi and Conrad.

Before you get too delighted at the thought of hearing about the missteps of a fellow firm, remember—if you haven’t taken the time to fully engage with training and testing your in-house or third-party reception, your client intake might be dead in the water. So, did Paul’s firm successfully escalate the undercover shopper’s legal need? Gyi and Conrad analyze the experience and break down its good and bad elements to showcase how proper intake training, scripting, coaching, and emotional connection can foster a superior customer experience that will win you more clients.

The News:

Digital marketing luminaries Rand Fishkin and Greg Sterling have insights you need right now! Rand – The SEO opportunity pie shrinking and more insights and Greg – 300 Million Queries, Old Google, Cyber Week, Location Data Is Like Ground Beef
Bluesky is really on the uptick. With 24 million users, a burgeoning SEO Community, and all your favorite legal tech peeps, is it the new place to be? – Amid X X-odus, Nothing But Bluesky from Now On | LawSites
We’re getting used to disappointment – A Week Overdue, Google November 2024 Core Update Still Causing Volatility
The TLTF Summit has wrapped up for this year, but keep an eye out for next year’s event for a chance to rub elbows with the best and brightest in legal tech.
Thank you, loyal listeners! Spotify Wrapped showed stats that just make us uber grateful for you all.

Also, the dirty, underhanded, belly of the internet turned on Gyi and Conrad in the form of Google Business Profile suspensions on the SAME day. Coincidence? They think not. But, that’s it for today—let’s hash all that out in the next episode.

Other Episodes in the Paul Robinson Trilogy:

Lawyer Website Roasted

Connect:

Ring, Ring! What to Expect When You Call Up a Marketing Agency

Chapters – Times Approximate

(0:00) Planting our Flag / GBP Suspensions

(6:59) Legal Marketing News

(17:53) Mystery Shopper Call

The Ultimate Gift Guide for Lawyers (2024)

Ally Kvidt — Fri, 06 Dec 2024 22:30:06 +0000

The stockings are hung, the cocoa is steaming, and the time has come to talk about gifts! In this festive bonus episode, Conrad and Gyi are giving Santa Claus a run for his money with their epic gift guide. Find the best gadgets, books and gear for the lawyers who have everything and clients who you want to wow. Sleigh your holiday gifting game with Gyi and Conrad’s shoppable Amazon list here: https://amzn.to/4gndoJf

Lawyer Website Roasted

Ally Kvidt — Wed, 27 Nov 2024 09:00:49 +0000

If the bio pic you chose for your website shows you standing in front of a shelf of law books… you might be in need of a website teardown.

Folks, we have a volunteer! As promised, the guys devote this episode to an in-depth diagnostic of a law firm website—one that might just look a whole heck of a lot like yours. Paul Robinson of Paul Robinson Law, PLLC offered up his personal injury law firm site to the merciless scrutiny of Gyi and Conrad. So if you, too, have been wondering whether your site is up to snuff, take a listen to the guys’ detailed teardown. From the first Google search to the nitty-gritty details of Paul’s site pages, they discuss both the failings and successes and explain smart, effective strategies all lawyers can employ to improve web presence and reach target clients.

Watch on YouTube

Suggested LHLM Episodes:

Does My Website Suck? | Law Firm Website Teardown

Local SEO 2024: How to Rank AND Expand Your Law Firm

Connect:

What is Dark Social and Why it Matters

Game Changing Insights for Brand Building Success

Ally Kvidt — Thu, 21 Nov 2024 20:15:30 +0000

Join Gyi Tsakalakis and Conrad Saam live from the Crisp Game Changer Summit, where they dive into game-changing insights for law firm marketing and branding success. From Michael Mogill’s big announcement of Streaming Stack to strategies for building your brand through digital and omni-channel advertising, this episode is packed with actionable takeaways.

Watch on YouTube

You’ll hear our thoughts on:

The value of brand-building before clients need you
Effective targeting strategies to make the most of your marketing budget
Why retargeting and leveraging first-party data are gold for law firms
Fresh insights on how to connect with your audience and stay top of mind

Whether you’re a solo attorney or part of a growing firm, these tips will help you stand out in a competitive legal market. Don’t miss our scoop on the quiet LawRank acquisition and our take on branding do’s and don’ts for lawyers.

Pro tip: Stick around for creative marketing ideas you’ve never thought of before!

Hit subscribe and drop your questions or comments below—we love hearing from you.

Recommended Episodes:

HELP! My Marketing Agency Was Acquired — What You NEED To Know

Chapters

(Times Approximate)

(0:00) LHLM at Crisp Summit 2024

(1:54) Crisp Announces Streaming Stack: TV Streaming, Digital Campaigns

(4:02) EverService Invests in Law Rank

(10:50) Brand Building 101

(15:46) Optimizing Audience Segments and Targeting

(19:07) Retargeting and Lookalike Audiences

(24:11) Targeted Saturation

(30:27) Brand Affinity > Brand Awareness

(34:57) Forbes – Best Lawyer Near Me

Ring, Ring! What to Expect When You Call Up a Marketing Agency

Ally Kvidt — Wed, 13 Nov 2024 16:30:36 +0000

Get the 411 on everything you need to think through before you get on the line with a prospective ad agency.

This episode is off the hook, y’all. Working with a professional marketer could be the key to unlocking new possibilities for your law firm, but sometimes it’s tricky to dial in on the most important questions to ask as you vet an agency. In a bit of LHLM Theatre, Gyi and Conrad play the parts of curious lawyer and potential marketer engaging in the right business conversations as they begin their fruitful working relationship. Lawyers will learn how to ask questions that give meaningful insights into future growth and hear the sort of tactics marketers should be serving up in your consultation.

Stay on the line—our next episode features another law firm website teardown!

The News:

ChatGPT Search is available now! Go check it out.
A GenAI question box from Google looks to be a pretty promising tool: Google Business Profiles Learn Something Specific Question Box.
More Conrad & Gyi on some special podcast appearances – Answering Legal: Law Firm Reboot Camp Podcast and Profit, Scale, Thrive.

Suggested LHLM Episodes:

LinkedInGPT || Red Flags for Firing Your Agency

How Not To Use TikTok For Your Law Firm || 5 Tips to Increase Referrals

Connect:

BEDLAM – Mockingbird Client Conference

SHOCKING Insights from Clio’s 2024 Legal Trends Report

Ally Kvidt — Wed, 30 Oct 2024 08:00:08 +0000

AI replacing lawyers… undercapitalized marketing budgets… unanswered calls… the horror! Clio’s 2024 Legal Trends Report is a scary-good resource for attorneys, and the insights from its massive data set are super helpful from oh-so many angles. The guys unwrap their top fun-size tidbits for discussion and offer tips for applying them in your law firm. They discuss the AI revolution, stats on law firm communications, tactics for higher conversion rates, and more.

Read the full report! It’s here, and it’s free: Clio’s 2024 Legal Trends Report

Mentioned in this Episode:

Connect:

Dear State Bar Regulator – South Carolina Edition

Diary of an In-House Marketing Director

Ally Kvidt — Wed, 23 Oct 2024 08:00:41 +0000

Your underutilized, underappreciated marketing directors are writing quite the sob stories in their journals every night. Is your law firm worthy of their complaints?

Today, we’re picking the heart-shaped lock of every law firm marketing director’s innermost desires and disappointments. Gyi and Conrad unpack the age-old issues between marketers and those they serve to (hopefully) broaden understanding for both sides. They outline some of the common mistakes made by each party—lawyers v. marketers—and give tactical advice for collaboration that encourages the bloom of efficiency and profitability. They pick apart the faulty ideology around referrals, search, and marketing budgets that could be stunting your firm’s growth and your marketer’s potential.

Later, which should you pick—Ahrefs or Semrush? The guys answer a listener question on which, if either, of these tools is best, but not without a few caveats.

The News:

Search Engine Land Acquired by Semrush – Eh, this probably isn’t great for Search Engine Land’s readers.
There’s got to be some sort of stupid Type-A ego B.S. going on with this whole situation: WP Engine asks court to stop Matt Mullenweg from blocking access to WordPress resources – The Verge.
Allison McKeen, Ryan McKeen, and Brittany Green launched a great new book (and may, or may not, be Mando fans)! – The Way: A Simple Roadmap for Leading a Healthy Law Firm

Suggested Episodes:

Connect:

Online Legal Directories, Worth Your Time (And Dough)?

Are You Wasting Money on Legal Directories?

Ally Kvidt — Wed, 09 Oct 2024 14:45:27 +0000

In the wake of yet another legal tech acquisition, the guys offer up tactical insights on legal directories. These paid listings for attorneys have been around for ages, but are they actually bringing customers to your law firm?

Steeper and steeper prices for online legal directories are making many lawyers really question whether the juice is worth the squeeze. So, is it? As the old attorney saying goes—it depends. Gyi and Conrad outline the potential value and downsides of directories and how to vet these services to ensure your investment is worthwhile.

The News:

Instability, uncertainty… not a good look. What’s going on, WordPress? – WP Engine vs. WP
Google AI Overview ads launch on mobile in U.S. – Because, you know, they’ve got to keep up in the AI arms race.
Apparently, Conrad has powers of divination! – Internet Brands buys Findlaw
Conrad wrote a great article on brand costs in PPC for SearchEngineLand – Branded keywords: How Google Ads drives up CPCs

Suggested Episodes:

5 Ways To Make Your Google Profile Pop || Is Your Chat Service Selling Your Leads?

Mentioned in this Episode:

Guide to Escaping FindLaw – FindLaw Jailbreak Guide | Mockingbird

Press Release: Scorpion Acquires GNGF

HELP! My Marketing Agency Was Acquired — What You NEED To Know

Ally Kvidt — Thu, 03 Oct 2024 21:15:13 +0000

What do you do if the marketing agency you are engaged with gets acquired? Legal marketing experts Gyi Tsakalakis and Conrad Saam break down the news of Scorpion’s acquisition of Get Noticed Get Found and get into the potential pitfalls of YOUR marketing agency getting bought out. Learn the crucial things to watch for, like loss of data control, hidden fees, and potential conflicts of interest. Don’t get caught off guard—stay informed and protect your firm’s interests!

Conrad’s Blog Post

: Watch on Youtube

The LHLM Q&A Extravaganza — LIVE! From LEX Summit 2024

Ally Kvidt — Wed, 25 Sep 2024 08:00:44 +0000

You’ve got questions, we’ve got answers!

Gyi, Conrad, and a roomful of attorneys got together for a Q&A session addressing real lawyers’ most pressing legal marketing queries. Every law firm has different resources, assets, liabilities, niches, advantages, connections, etc. So, how do you take your uniqueness and make your firm stand out? This episode showcases highlights from their session, where the guys offered tactical advice on the marketing issues that are consistently top of mind for law firms.

The News:

Big money flying around in the agency world — Scorpion acquired Get Noticed Get Found. Here’s the news bit: Scorpion Strengthens Commitment to Legal Industry with Acquisition of Get Noticed Get Found, Advancing its Consolidation Strategy. And, Conrad’s thoughts: What to do when your Agency is Purchased by Scorpion.
Filevine has big news… and we beat Bob Ambrogi to the punch—ha! (Oh, you know we love you, Bob.) Now, what news, pray tell? Filevine’s got a lot going on:
- Even better end-to-end automated workflows
- AIFields: Instant Legal Document Analysis & Insights
- Filevine Revolutionizes Depositions with Depo CoPilot, an AI-Powered Second Chair for Litigation Attorneys

Mentioned in this Episode:

Local SEO 2024: How to Rank AND Expand Your Law Firm

Ally Kvidt — Wed, 11 Sep 2024 08:00:10 +0000

“Rank Number One!”—an all too easy promise made by SEO agencies, but probably only deliverable while they’re standing in your lobby. What happens when you walk down the block? The guys talk about real, meaningful ranking results with Local Falcon.

How is your law firm showing up in local search? Gyi and Conrad give an extensive explanation of Local Falcon, their go-to data visualization tool for seeing how your firm shows up in the local map pack (those three neatly featured business profiles you see at the top of your search results). You’ll learn how to figure out who your main competitors are, how to use Local Falcon metrics to make ranking improvements over time, and insights into the many effects of proximity and your area’s geography on ranking factors.

Later, the guys dig in even deeper to explain how Local Falcon can be used to help you figure out whether you ought to open another office, or, perhaps, close one down. They hash out how to assess your metrics to determine the success (or lack thereof) of your investments.

The News:

A very long, drawn-out Google Algo Update is finally done, and it was big—according to people who care about that stuff.
Yelp has never been fond of Google, and the recent ruling against the Googs gave them the ammo they needed for a lawsuit – Yelp sues Google for antitrust violations – The Verge.
And, the compulsory AI mention: Semrush Launches AI Overview Tracking in Organic Research.

Mentioned in this Episode:

Local Falcon

Does My Website Suck? | Law Firm Website Teardown – LHLM Episode

LEX Summit Digital Marketing Q&A / Live Taping of Lunch Hour Legal Marketing

Does My Website Suck? | Law Firm Website Teardown

Ally Kvidt — Wed, 28 Aug 2024 08:00:40 +0000

You may be losing prospective clients if their experience on your website is mediocre—or just plain bad. The guys share how to fix things up to grow your business.

What do marketing pros look for when they check into a law firm’s website? Gyi and Conrad take us through their processes as they take a deep dive into the structure and content of a Denver PI law firm website. They explain what to be on the lookout for, how issues with both site content and coding negatively affect a user’s experience, and tools they use to assess the visibility, credibility, and success of a site.

WATCH ON YOUTUBE

The News:

Will there be any enforcement behind this? We hope so: FTC Fake Reviews Rule and the End of “Fake Reviews”? (John Henson).
Looks like Google AI Overviews Are Impacted By Core Updates, but will it change anything?
Joy Hawkins writes about How Links Impact Organic Results and Local Packs, but Gyi’s got beef.
AI Overviews Research: Analyzing sources in Google’s AI-generated answers—Are you tracking this stuff? You should be!
Clio Sets Legal Tech Funding Record with $900M Raise at $3B Valuation. Someone’s got to compete with them, but can they, really?

Mentioned in this Episode:

Google’s Search Monopoly in Jeopardy: This New Antitrust Ruling Changes Everything

Ally Kvidt — Mon, 12 Aug 2024 16:00:06 +0000

Has Google finally been dethroned? Greg Sterling of Near Media joins Gyi and Conrad to hash out the DOJ’s ruling on Google’s search monopoly.

So, is the government going to break Google up? Greg begins by explaining the nuances of what actually makes a monopoly illegal and whether Google has acted in opposition to the law. Later, the guys discuss the spectrum of remedies that could come into play in Google’s future and whether new competition will be able to break through in the search space. For more on Greg’s perspective, read his article: Google Loses, AI Ankle Biters, GBP Menu Optimization. Gyi and Conrad also ask Greg to give his take on critical things lawyers should do to be easily discoverable by prospective clients and reduce their dependence on Google.

The News:

Google has an illegal monopoly on search, US judge finds

Mentioned in this Episode:

nearmedia.co

localdialogue.com

Interested in attending Auto Crash Litigation 2024? Check out the 360 Advocacy LHLM Discount.

Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation

How does Google know who you are? | Authorship v. Expertise

Ally Kvidt — Wed, 24 Jul 2024 08:00:21 +0000

You wrote some stuff, have great expertise, have great content… but does Google care? The guys hash out how to establish your cred and boost your content with tactical authorship strategies.

Conrad still values the bygone era of Google’s authorship attributions, but Gyi’s all about the latest on expertise with E-E-A-T. Who’s right, and how is authorship recognized by search engines across the breadth of the internet? Gyi and Conrad throw down on best practices for helping your content demonstrate Google’s E-E-A-T criteria and solidify the importance of your authorship. And, it’s not just about you publishing on your own domain. The guys explain how to effectively expand out onto other reputable platforms/publications to help search engines value and promote your expertise.

Learn more here:

And here:

Author markup best practices

The News:

There’s not a lot of control over how brands show up on Google—will this change anything? – Maximize performance on Search with updates to query matching
Google killed off its business messaging. What’s the deal? – Changes to Google Business Profile Chat
Gyi and Conrad will both be at some upcoming events! Come see them at Auto Crash Litigation 2024 and Law Firm Summer Reboot Camp.
And, for even more of Gyi’s mellifluous tones (oh, and marketing know-how), check out his appearance on the ABA Legal Rebels podcast.

Mentioned in this Episode:

LHLM Episode – Google’s Algorithm EXPOSED – What Matters and What Doesn’t – Legal Talk Network

How To Do Social Media Marketing the Right Way

Ally Kvidt — Wed, 10 Jul 2024 16:45:37 +0000

Which platform is best for marketing your law firm? Facebook? TikTok? Insta? Reddit? Well, it depends… And later, hold on to your data, folks! Does a vendor’s use of tracking pixels benefit you or them?

Now, depending on your practice area, certain social media platforms may be better suited to connecting you to your target audience. The guys zero in on which creative strategies work well for differing areas of law and explain how to determine the social media platforms you should be focused on.

Later, what can tracking pixels (like from iHeartRadio, etc.) do for you? Every pixel seems to have a tradeoff, and some of them most likely aren’t worth your while. Gyi and Conrad discuss the benefits and the possible lurking downsides in pixels.

The News:

At the time of this recording, Google’s Search Console had been down for 81 hours. Get it together already, Googs.
And, more Googliness: Google Search Ranking Volatility Over June 28th & 29th Weekend
Is AI search declining? – AI searches around 9% and zero click at 59% and Search Engine Land – AI Overviews
Ryan McKeen launches Best Era and you don’t want to miss it!
Last, but not least, Conrad made an appearance on Charlie Mann’s podcast – They Don’t Teach This in Law School

Mentioned in this Episode:

LHLM Episode – 5 Fresh Takeaways from Clio’s Legal Trends Report || The Case Against ROI – Legal Talk Network

How Much Marketing Is Enough? – Legal Marketers Explain

Ally Kvidt — Wed, 26 Jun 2024 08:00:25 +0000

Lawyers can’t just take a backseat when it comes to marketing, but what do you actually need to know to make sure your marketing approach holds water? Later, how do you go about marketing for two distinct practice areas in your law firm?

Depending on your role in your firm, you may need to know much more or much less about the way the marketing world works, but you absolutely need to have some basic knowledge to ensure that your tactics/data/vendors/potential hires/etc. make sense. Gyi and Conrad talk through what you need to know to be able to hold your marketing people accountable for delivering on your law firm’s objectives.

Next, if you have more than one practice area in your law firm, what’s the best way to make sure each one is marketed effectively? The guys answer a question about how to grow different aspects of your law firm with well-thought-out marketing, resource allocation, and web content.

The News:

Hona succeeded in raising $9.5M, so there’s all sorts of new potential there.
Get more of Conrad and Gyi! The guys will be speaking at Answering Legal Summer Camps – July 24th and August 14.
Gyi told you so on LSAs! Go listen to these episodes: Google Local Service Ads: To Brand or Not to Brand? and The Lawyer’s Guide to Conversions || Listener LSA Queries

Mentioned in this Episode:

Gyi’s Google Leak Threads on X

Google’s Algorithm EXPOSED – What Matters and What Doesn’t

Ally Kvidt — Wed, 12 Jun 2024 08:00:29 +0000

The secrets of Google’s algorithm are out! So, what (if anything) should you do?

Is this the biggest news to hit the SEO industry ever? Google has had their first high-profile leak, courtesy of one of their very own engineers, and now SEOs are working all kinds of angles to leverage this new information. So, how juicy is it? Is all the hype justified? There’s a lot to unpack here, and you should certainly proceed with caution if some sort of SEO professional has flashy “leak secrets” for sale. Gyi and Conrad dig into the pile to explain how to process this news and make smart, tactical decisions moving forward.

The News:

For the first time, Google has had a major leak.

Quite a few AI Overviews have been scarily bad, and could be considered hilarious, dangerous, or future lawsuit fodder—especially if you’re the unlucky fellow who takes AI’s advice about eating rocks or adding glue to your pizza sauce.

The ABA has a new ethics opinion on Listservs, so here’s what you need to know:

ABA issues ethics guidance on a lawyer’s use of listservs, particularly for pending matters

And, LocalU Detroit is coming up on June 24th!

Mentioned in this Episode:

Secrets from the Algorithm: Google Search’s Internal Engineering Documentation Has Leaked – Mike King / iPullRank

Local Search Implications of the Google API Leak – David Mihm / Near Media

5 local SEO insights from Google’s API documentation leak – Andrew Shotland / Search Engine Land

10 ESSENTIAL Digital Marketing Tools for Lawyers (MUST HAVE!)

Ally Kvidt — Wed, 22 May 2024 08:00:05 +0000

Whether you have a DIY approach to your law firm marketing or an in-house team at your beck and call, you really should be using the top tools of the trade, and Gyi and Conrad share just what you need! But first—many, many SEOs preach that you should keep ALL your old content… but we’re pretty sure you really need to toss the majority of that bulk overboard.

Is your website riding a bit low in the water? We keep hearing marketers say that your old content is some sort of treasure trove, but, more likely, it’s just outdated junk that needs to be jettisoned—quickly. Clearing things out can make more valuable content perform better, and Gyi and Conrad lay out how to decide what should stay and what should go.

Next, the list you’ve always needed to fill up your marketing toolbox! Depending on your approach and resources, the guys outline three different lists of essential tools to help you hone your marketing tactics.

Total Beginner – The DIY Lawyer’s Marketing Tools

Google Searches
Meta’s Ad Library
Google Maps
CallRail
Camera
Microphone – SM58, MV7, or similar.

Intermediate Tools – For the Those With Growing Expertise

Local SEO Tools: Local Falcon, BrightLocal, Whitespark, or Places Scout.
Intake Management Software: Clio Grow, Lawmatics, Litify, Lead Docket, etc.
A Link Index Tool: Ahrefs, Semrush, Moz

Advanced Tools – for the Seasoned Pro, Marketing Directors, SEO Leads, and the Like!

Screaming Frog

The News:

Google I/O 2024 (their developer conference) just wrapped up, so what’s gonna be happening with the latest in the search realm? Google is adding more AI to its search results | TechCrunch and Generative AI in Search: Let Google do the searching for you.

ChapGPT 4.0 (Omni) is now available, and we’re all just still hoping AI isn’t going to eventually kill us all: Hello GPT-4o | OpenAI
LSA now means Let’s Screw Attorneys — So, should you play the game or just quit now?
Thanks? We got a blog award: The 16 Best Legal Marketing Podcasts Of 2024

Gyi and Conrad will both be participating in the Law Firm Growth Summit from May 21-23.
And, LocalU Detroit is coming up on June 24th!

Mentioned in this Episode:

Google Local Service Ads: To Brand or Not to Brand?

Ally Kvidt — Wed, 08 May 2024 08:00:16 +0000

Y’know what’s super annoying?—Google thinking it was okay to just auto-enroll all LSA clients into their branded queries. Sheesh. Later, should we all be mourning the death of links for SEO (again)?

Google… someday, we’d really appreciate it if you stopped being so presumptuous. Listen up, business owners—Google’s auto-enrollment scheme in branded queries for LSAs might be leading you to spend money unnecessarily, but it’s all a little too murky to know what’s really happening. The good news is: you can opt out if you want to. The bad news is: the current data is so fuzzy that it’s pretty darn tough to tell whether opting out is the right move. Gyi and Conrad pick apart their findings thus far and offer insights into how to navigate these shifts in your LSAs.

The Link is dead; long live the Link? A recent article headline caught our attention: Google Confirms Links Are Not That Important. Is this really true, though? Nah. Links may have decreased in significance in some ways, but they still absolutely have a place in the SEO kingdom, and Gyi and Conrad explain why.

The News:

Google just shared their Q1 earning call, and nearmedia.co has all the deets.
Whaaaaa..?! Google Confirms Links Are Not That Important
Google’s March 2024 Core Update Finished April 19th — Hopefully any turbulence you experienced has died down by now.
Next, Google tests scan-to-call QR codes and extra images on sponsored ads. If you see one within the legal sphere, send it to us!
For all 2 of you who needed to know, you can no longer manually update ads on Bing as of April 30th: Microsoft Ads to replace Manual CPC with Enhanced CPC by end of April
Old news? The Federal Trade Commission Announces Proposed Rule Banning Fake Reviews and Testimonials. Somebody’s gonna get in big trouble, y’all; we’re looking at you Banana Slicer.
Gyi and Conrad will both be participating in the Law Firm Growth Summit from May 21-23.
And, LocalU Detroit is coming up on June 24th!

Mentioned in this Episode:

Brand Conquesting: Dirty and Underhanded? || How would you spend $5000? – LHLM Episode

Join us live for LHLM Office Hours on LinkedIn or YouTube, May 17th.

Mockingbird Legal Marketing 2024 Review

Brand Conquesting: Dirty and Underhanded? || How would you spend $5000?

Ally Kvidt — Wed, 24 Apr 2024 08:00:52 +0000

Your competitor is using YOUR name to promote themselves, and you’re totally ticked, but what can you do? Later, learn the very best ways to spend your marketing budget to grow your business.

Generating clients for yourself by mentioning your competitor is sketchy, right? Or, is it? In the words of every lawyer ever, “It depends.” Gyi and Conrad analyze a particular instance of an aggressive brand practice Ben Glass highlighted in a recent LinkedIn post. A very questionable strategy used by one of his competitors could easily have misled consumers, so, ick, but is there an okay way to use a brand conquest strategy? The guys unpack the philosophy and ethics behind this type of marketing approach.

Pop quiz, hot shot. You’ve got $5,000 for your marketing budget. What do you do? The possibilities could run in a variety of directions, and Gyi and Conrad share several creative takes on what kind of impact can be made with your investment.

The News:

Everybody is in the digital media business—maybe even your bank! Yep, JP Morgan has started an ad agency… What do we think about this? – JPMorgan Creates Marketing Agency Built on Purchase Data
Paid search is still king, but is regicide coming? – U.S. search ad revenues hit record $88.8 billion in 2023

Mentioned in this Episode:

The Next LHLM Office Hours will take place on May 3rd. Join us on LinkedIn!

Gladiator Law Marketing Agency Review 2024

You Asked, We Answered || A Line in the SPAM – LHLM Episode

My CRM is Bigger Than Yours || Quarter 1, Done

Adam Lockwood — Tue, 16 Apr 2024 16:30:27 +0000

Your CRM software isn’t just some technical database that should be hidden away somewhere. If you’ve got it, flaunt it! And, congratulations, you’ve made it through the first quarter. So, what checkups should you be doing on your marketing campaign?

As you meet people, either online or out in the wide world, you should be considering each and every new connection as a way to grow your CRM database. It takes time and discipline to do it right, but it’s totally worth it to grow your business. Gyi and Conrad discuss the possibilities that lie within a robust CRM system and how to meaningfully and effectively leverage those connections.

We’re 90 days in, everyone. How did Q1 go for you? Gyi and Conrad outline all the things lawyers and marketers should start measurably seeing after three months in the full swing of their marketing strategies. Is your target audience working? Are you hitting your priorities? What needs to change? The guys talk through all the questions you should be asking and the benchmarks you should be reaching at this point in the year.

The News:

So, what should we expect from Google in the next 12 months? Well, Conrad just did a session on it at Mass Torts Made Perfect, so he’ll give you an overview!
Universal Analytics is seriously done-zo on July 1, so if you’re still using it, get out now.
LocalU is coming to Detroit, and Gyi gets to help! LocalU taps into industry leading experts to teach about stellar SEO content. Check it: LocalU Detroit 2024

Mentioned in this Episode:

Diverse Marketing || 30 Days In – LHLM Episode

The Lawyer’s Guide to Conversions || Listener LSA Queries

Ally Kvidt — Wed, 27 Mar 2024 08:00:36 +0000

Ladies and gentlemen! Tonight’s main event is a rough and rowdy throw down over: What exactly is a conversion? Later, LSAs are confusing, amIright? Gyi and Conrad shed some light on how to make the most of your marketing dollar.

So, you’ve just placed a Google ad, written a social post, or sent out a newsletter. Then, you sit back and hope for… what, exactly? There is definitely some argument about what a conversion is and isn’t in your marketing scenario, so get ready for some heat as Gyi and Conrad rumble over their diverging philosophies. However, at its core, the guys agree that a conversion happens when a user takes the desired action (whatever that may be) which, in turn, grows your business. They discuss how this plays out in the real world to help lawyers understand best practices in their marketing efforts.

Later, the guys answer Local Services Ad questions from listeners. How long will LSAs be king for small firms? Do you really have to increase your budget to compete with legal behemoths on Google? Can effective targeting solve ad problems? Gyi and Conrad give their best takes on how to understand the nuances of the system.

The News:

Is this whole TikTok ban for realsies? Questionable — Bill that could ban TikTok passed in the House. Here’s what to know
Google Integrates Social Media Posts Into Google Business Profiles Gyi and Conrad talk about how to make the most of it.
Sooo… the Google March 2024 spam update is done rolling out. Did it make any difference?
Coming your way: DIY AI-assisted website stuffs that power your marketing—GoDaddy Launched Airo
And, we’re excited, folks! The First LHLM: Office Hours took place on March 15 and the guys are super grateful for all those who got involved. Join Gyi and Conrad again on March 29.

This Podcast Rated [PG] by the Podcast Association of America* for mild language and bad lawyer jokes.

*not a real thing

Mentioned in this Episode:

Conversion Confusion Cleared Up – LHLM

Last Episode

How not to use TikTok

Bull$#!% You Hear at Legal Conferences || What Are You Reading?

Ally Kvidt — Wed, 13 Mar 2024 08:00:39 +0000

This time, the guys unpack Google’s latest headlines, caution lawyers against some highly questionable speakers at legal conferences, and share the latest books to add to your reading list.

Today’s big thing—The News:

Google’s latest core updates are really trying to crack down on spam and garbage content. Will it work? Gyi and Conrad talk through what it all means for you. Check out: Google’s Search Status Dashboard for Ranking and Google Is Finally Trying to Kill AI Clickbait.
Disgusting, but predictable––Google’s February LSA update was super gross: Google tests Branded Local Service Ads with opt-out option.
Gyi explains how Google is trying to reduce spam in some areas through quality rater guidelines, but they don’t seem to care about it when it comes to ads: Search Quality Rater Guidelines: An Overview.
Conrad rants against Google’s Pay Per Click (PPC) tactics, so to wrap your head around PPC marketing in general, try LHLM 101: Advertisement Buying Alphabet Soup and Search Engine Land’s What is PPC – Pay-Per-Click marketing?

Later, there are a fair amount of conference sessions these days in which the speakers are paying big money to pitch their message/product to attendees. What do we think of this practice? Gyi and Conrad both have their own take, but the bottom line is: there’s a lousy content issue at conferences, and the guys share IRL examples of session claptrap you should avoid.

Finally, what have the guys been reading lately? For Conrad, Shoe Dog by Phil Knight, tells the story of the messy process of building a successful business. And Gyi has been reading all of Tiago Forte’s books, including Building a Second Brain and The PARA Method for organizing your digital life.

Mentioned in this Episode:

LHLM Office Hours are coming March 15th! Register or View Here

The Game Changing Attorney Podcast: The Brutally Honest Guide to Public Speaking

Curtis Boyd – The Transparency Company

Extra, Extra! Break Free from the Billable Hour

Ally Kvidt — Wed, 06 Mar 2024 09:00:39 +0000

Subscription legal services are the future, folks, so let’s ride the new wave! The billable hour has become increasingly despised, but how do you make the switch to a subscription-based, recurring revenue law firm? In a live conversation at ABA TECHSHOW, Gyi chatted with Kim Bennett and Blaine Korte about how to leave the billable hour behind and create processes and automations that keep your ideal client’s journey in mind and make your law firm more profitable.

Kim Bennett is CEO and co-founder at Fidu Legal.

Blaine Korte is CTO and co-founder at Fidu Legal.

What’s Your Best Cost Per Acquisition? || Drafting Your Marketing Dream Team: Round 4

Ally Kvidt — Wed, 28 Feb 2024 15:00:55 +0000

Is there some sort of universal average you should be hoping for in your cost per acquisition, particularly on social media? Gyi and Conrad have the answer. And, later, your marketing dream team needs an off-hours operator!

What is the best cost per acquisition you can hope to attain in your social media marketing efforts? Gyi and Conrad unpack this listener question and dig into how it actually ought to be considered in an entirely different way. Is a cost per acquisition of under $100 the magical threshold everyone thinks it is? Your law firm’s goals might beg to differ.

Later on, the draft for your marketing dream team is back! The guys talk about the essential role of the off-hours operator. Whether human-powered or fully automated, your firm needs to be able to be communicative with consumers at all times, day and night.

The News:

Google and Reddit are getting together: Google strikes $60 million deal with Reddit, allowing search giant to train AI models on human posts – CBS News
Aaand, more Google, as usual—they’re working with machine learning to keep trying to actually be helpful: How machine learning keeps contributed content helpful
Gyi was on Trial Lawyer Nation, so you better go check that out.

Mentioned in this Episode:

Reddit Episode

It’s Goog Enough! – Blind Five Year Old

Law Firm Marketing Mastery in 30 Minutes—GUARANTEED! || r/HiddenGems

Ally Kvidt — Wed, 14 Feb 2024 09:00:36 +0000

Lies, betrayal, false promises… Valentine’s Day may look like it just took a very unromantic turn, but Gyi and Conrad are here to rescue you from a potentially toxic agency relationship. And later, Google’s Hidden Gems might not be all it’s cracked up to be.

We guarantee (okay, we hope!) that you’ll love this podcast, but what about when an agency guarantees success? Flashy promises from marketing agencies are probably always absolutely sketchy, and Gyi and Conrad want to make sure no one takes advantage of you. The guys share the warning signs you should look for when considering a relationship with a new agency.

Next, what’s the deal with Google’s new update, Hidden Gems? It’s meant to bring real user experiences and content to the forefront, but is it actually helping? Forums like Reddit and Quora can be a strategic place to put yourself out there as a lawyer, but don’t be a skeezeball about it. Gyi and Conrad talk through unintended problems arising from Hidden Gems—far too often resulting from users manipulating the system.

The News:

Local Service Ad bombings truly suck, and Google needs to prevent business competitors from using these gross tactics.
AI is coming to Google Maps to help you discover new places through AI Local Guides. Attorneys—pay attention to how this could impact the ways people find your law firm!
Speaking of maps, they’re currently showing up significantly lower in Search Engine Results Pages. How will this affect your business?

Mentioned in this Episode:

What are Hidden Gems? – Google Search ranking improvement aims to surface hidden gems

Beyond SEO

Hreflang: The Easy Guide for Beginners

Diverse Marketing || 30 Days In

Ally Kvidt — Wed, 31 Jan 2024 09:00:57 +0000

100 episodes! Thanks for listening, LHLMers. This time, we’re focusing on the business and community benefits of expanding into new language markets for your law firm. Plus, what should be accomplished in the first 30 days of a new marketing year?

What should diversity look like in your legal marketing? The ever-growing Spanish-speaking market has made attorneys realize there are many underserved populations in need of greater access to legal services. Whether it be Spanish or another language, what is the best way to reach out to new client populations in your area? Gyi and Conrad share what they’ve learned thus far about inclusive marketing strategies that serve communities more broadly and effectively.

Later on, what progress should lawyers and marketers expect to see after the first thirty days of their engagement/campaign/strategy/whatever? The guys talk through potential benchmarks in a variety of circumstances and the data-gathering frenzy that should eventually become measurable, meaningful metrics for your firm.

The News:

LSA Reporting – you can now see more about your local service ads through Google’s interface, but it still kinda sucks.
Google Business Profile Websites will be turned off on March 1st. Are they quietly sneaking off into the night?
Google is laying off hundreds from their advertising teams. What gives?
The Stafford Jersey Swap was quite a thing.

Mentioned in this Episode:

US Hispanic Population Stats

LHLM Episode: The Anatomy of an Annual Plan || Top KPIs for Law Firm Growth

Conrad’s Crystal Ball: The Re-Re-Return — Sponsored by CallRail

Ally Kvidt — Wed, 17 Jan 2024 09:00:48 +0000

Gyi and Conrad gaze deeply into the hazy future of law firm marketing in 2024, but are they true fortune tellers or phonies? They talk through the successes of predictions past and offer their insight into the uncertain future.

Time to dust off the crystal ball, but first, the guys take a look back and show off their brilliant powers of prediction with a whole slew of spot-on prophecies that did, in fact, come to pass in 2023. In-house marketers increased, lawyers took to social media in bigger ways, brand affinity/awareness tactics were key, and more! And, uh… y’know—nevermind that bit of a psychic blind spot on the massive AI renaissance.

Next, let’s take a look at the most significant trends of 2023. The guys unpack the major happenings in AI, the legal business sphere, marketing strategies, social media engagement, and all the other things competent soothsayers must examine as they ponder eternity.

Finally, the future. Gyi and Conrad gaze into the depths of the mystic orb, and what lies ahead is clear—more and more AI is coming into the practice of law. What else? We’re not giving it all away! Listen in to find out.

Many thanks to our friends at CallRail for sponsoring this extra LHLM episode.

Mentioned in this Episode:

Mindful Gifting || Resolutions Past and Future

Ally Kvidt — Wed, 03 Jan 2024 15:30:49 +0000

If you’ve never put much thought into gifts, maybe it’s time to ponder the influence and effect of a perfectly personalized present. And, how did the guys’ resolutions go last year? Eh… you’ll see.

Unexpected, unnecessary gifts can be pretty darn impactful, and they might just be an awesome way to express your esteem for a valued professional peer. Gyi and Conrad encourage listeners to forgo the pears and apples and consider a thoughtful, personalized gifting strategy that truly shows others you care.

Next, the guys answer a listener question on Google SGE. What are its long-term prospects? Will it play a role in Search? Gyi and Conrad hash out their prognostications.

It seems we love to hate ourselves for failing miserably at New Year’s resolutions. The guys share their successes and lack thereof on 2023’s personal, professional, and podcast goals, and talk about their bright, shiny hopes for 2024.

The News:

Take that, robocallers/texters! The FCC has adopted new rules closing ‘lead generator” loopholes.
Is print coming back? Great Legal Marketing has an excellent print newsletter, so maybe, just maybe, you should consider one as well.

Mentioned in this Episode:

Bad Math – Undercapitalization || Riches in the Niches?

Ally Kvidt — Wed, 27 Dec 2023 09:00:16 +0000

Bad math might be holding you back from your business goals, and, later, is it a good or bad idea to diversify your legal practice areas?

Lawyers aren’t known for their math skills, but those who are business owners need to understand how to budget their money for continued growth. In fact, if you’re not investing enough in your marketing, you might be moving backwards. Gyi and Conrad talk through strategies for effective marketing investments that will help you reach your business goals.

To maximize your revenue, should you undertake multiple niches in your legal practice? It depends. Practice area diversification isn’t all bad—in some markets it might work well for you, but it can also be problematic. They guys break down the pros and cons of a multi-niche legal practice.

The News:

This video looks amazing: Hands-on with Gemini: Interacting with multimodal AI – YouTube. But now it’s looking like we’ve been misled: Google shares sink following reports that some of their AI demo was faked.
Joy Hawkins has informed everyone that they basically don’t exist after hours on Google unless they run a 24/7 listing.

Mentioned in this Episode:

Maximum Lawyer

The Rising Costs of Google Ads || Traffic for Traffic’s Sake?

Ally Kvidt — Wed, 13 Dec 2023 09:00:12 +0000

Google ad prices keep increasing, but a lot of lawyers feel like their Google marketing isn’t getting them where they want to go. Later, should you keep content that brings in plenty of web traffic but no new customers?

Is Google engaging in some sneaky tactics? Ad prices continue to rise, but many lawyers are feeling like their Google ads are less and less effective. What’s going on here? Gyi and Conrad talk through the increasingly convoluted ad space and how to actually reach your target clients.

Later, a listener asks a question that merits its own segment—what do you do when you have a web page that generates a lot of organic traffic but doesn’t convert to clients? The guys discuss whether all traffic is good traffic and what you should do with a weirdly performing page from a variety of marketing perspectives.

The News:

Once again, Elon’s employing some seriously questionable tactics against his naysayers, and it’s hard to imagine he’s accomplishing anything other than shooting himself in the foot: Elon Musk to advertisers who try to blackmail him: ‘Go f**k yourself’
Danny Sullivan, Google’s Search Liaison, says major changes are coming to search rankings, so buckle up, folks. We may be experiencing some turbulence.
Also from Google—structured data changes. Check out these articles from Search Engine Journal: Google Highlights Forums & Profiles With New Structured Data and Google Search Central: New in structured data: discussion forum and profile page markup.
And, well, Google’s definitely monopolizing the news (again): Jerry Dischler of Google Ads has Resigned.

Mentioned in this Episode:

https://www.reddit.com/r/LawFirmMarketing/

LinkedInGPT || Red Flags for Firing Your Agency

Ally Kvidt — Wed, 22 Nov 2023 09:00:52 +0000

What do we think of using AI in social content creation? It’s complicated. And, the guys share the surefire signs that mean it’s time to drop your digital marketing agency.

With ChatGPT by our side, social media might just have the potential to become more inauthentic than ever. If, that is, you employ AI to generate your content full-time. So… should you? Gyi and Conrad talk through the current state of ChatGPT-aided content creation, explaining how to use it for what it’s worth, while leaving its lame, boring robot side out of your socials.

For today’s LHLM question, a listener asks about the value, or lack thereof, in hiring a local celebrity for your marketing scheme. Does it work? Is it fraught with peril? The guys hash it out.

Spotty communication? Red flag. No data access? Red flag. Certain indicators really do prove that it’s time to oust your digital marketing agency. Things get a little heated as Gyi and Conrad outline a full list of things that just aren’t acceptable, so you’ll know when to give your agency the boot.

The News:

Google is using click data as a ranking factor, because apparently Google users… like it? Ugh.

It’s Goog Enough! – Blind Five Year Old

The latest announcements from Google are promising personalization:

Open AI is letting you make your own version of ChatGPT:

OpenAI announces platform for making custom ChatGPTs – The Verge

Mentioned in this Episode:

Lunch Hour Legal Marketing Podcast: The Anatomy of an Annual …

The Anatomy of an Annual Plan || Top KPIs for Law Firm Growth

Ally Kvidt — Wed, 08 Nov 2023 09:00:59 +0000

Where is your law firm headed in the next year? We know you want to improve your business, and here’s how! Later, a good plan relies on good data. Gyi and Conrad discuss the most important KPIs for your firm.

You want growth for your law firm, so what’s your plan? Gyi and Conrad have had too many lawyers tell them, “I don’t know… you tell me!” So, that’s what we’re doing today. The guys break down the key elements of a top-notch annual plan that can be tailored to your particular business objectives.

Then, it’s question time! How does ChatGPT/AI affect marketing and SEO? Can you still stand out amongst the crowd? Gyi and Conrad discuss. Don’t forget to send in your questions and get a b-e-a-utiful Lunch Hour trucker hat.

And, last but not least, we’re bringing it back to your annual plan, dear lawyers. The guys each share their top 3 KPIs for measuring where you want to go with your law firm.

The News:

The walls are coming down, folks! MyCase now has an integration with CallRail.
Just a heads up—Google’s LSAs have, by and large, dropped from 3 to 2.
SEOs, you made a mess of the internet… as usual:
- Did SEO experts ruin the internet or did Google? – The Verge
Congrats to the authors of Tiger Tactics: Powerful Strategies for Winning Law Firms. This book is definitely worth a read.
As we mentioned, 50% of people are not comfortable with their lawyers using AI, and Pras of the Fugees is one of them:
- Fugees’ Pras Michel Demands Retrial, Says Lawyer’s Use of AI Botched Final Argument.

Mentioned in this Episode:

You Asked, We Answered || A Line in the SPAM

Ally Kvidt — Wed, 25 Oct 2023 08:00:21 +0000

The weary travelers are back! After collecting your most pressing marketing questions at the latest legal conferences, Gyi and Conrad are ready to answer you right here on the podcast. And later—you better learn how NOT to annoy your audience, because no one likes a spammer.

We at the Lunch Hour pod took down your marketing questions at Clio Cloud 2023 and MTMP, and the guys are ready to answer the first three of many! If you’ve been wondering about effective client meetings, social media positioning, and targeted referrals, listen in for Gyi and Conrad’s expertise.

Later, when is your marketing too much? There is a line, folks, and you definitely don’t want to cross it. The guys talk about marketing and social media etiquette and the stuff you need to think about when you engage with your target audience.

The News:

Get ready to make a big spend on TikTok’s physical ads! It’s a thing now: Introducing Out of Phone: TikTok Beyond the Mobile Screen.
Capture Now could help you fix the intake problems at your law firm.
Clio launches Clio Duo and the insights it has to offer will most likely really change the way lawyers work.
NGage Chat is still being super lame and selling your leads, just like we told you in this episode: 5 Ways To Make Your Google Profile Pop || Is Your Chat Service Selling Your Leads?
Gyi and Conrad were on the Game Changing Attorney Podcast.

Mentioned in this Episode:

Clio’s 2023 Legal Trends Report

5 Fresh Takeaways from Clio’s Legal Trends Report || The Case Against ROI

Ally Kvidt — Wed, 11 Oct 2023 08:00:42 +0000

Live from Clio Cloud Conference—the 2023 Legal Trends Report is hot off the presses and Gyi and Conrad have some compelling thoughts on what it’s showing us this time around. Later, they dig into the problems and limitations associated with current perceptions of ROI.

Should you trust AI for good legal advice? Apparently, 27% of you do, but that stat is making Gyi and Conrad pretty concerned about your qualifications as a lawyer… Yikes. The guys unpack this finding and other notable insights from the 2023 Legal Trends Report.

Later, is tracking ROI truly helpful or even really possible for most law firms? Conrad’s got a soap box here, dear listeners, so get ready. For the most part, stop getting hung up on ROI metrics and point your growth mindset elsewhere.

The News:

Google v. DOJ — Yeah, there’s some stuff you won’t like:
Google Maps sued for sending someone off a bridge.
- Family sues Google alleging its Maps app led father to drive … – CNN
Google Local Chat
- Google Local Chat With A Live Agent Rolling Out?
Startup Alley Nominations are now open!
- 2024 ABA TECHSHOW Startup Alley Application – LawSites

Mentioned in this Episode:

Target Markets: Why They Aren’t Just for Marketers [A Quick Guide]

LHLM 101: Targeting in Marketing || Geotargeting Misadventures

Ally Kvidt — Wed, 27 Sep 2023 08:00:02 +0000

The guys do a whole session on targeting—what it means and how to do it—and then dive deep into a case study on a well-known attorney’s geotargeting mishap.

Welcome back to school, kids. Today’s lesson is all about hitting the marketing bullseye—with targeting! Now, targeting means that you are putting the right message in front of the right person at the right time. How do you do that? Gyi and Conrad focus this session of LHLM 101 entirely on helping you understand how to identify and connect with your target market to gain more clients for your law firm.

Later, Conrad recently stumbled upon a Facebook ad specifically targeting Pennsylvania car accident victims… but he wasn’t IN Pennsylvania. So, why did this ad appear outside of its target area, and does this equate to sending marketing investments up in smoke? Gyi and Conrad analyze this particular example of a geotargeting blunder and share their thoughts on how lawyers should approach the complexities of area-specific advertising.

The News:

From the Googly Googs at Google:
- Something’s up with the Local Pack.
- Gyi’s thoughts on what to do about Google’s core algorithm update and AI policy changes.
ClioCon is coming, and LHLM has swag!

Mentioned in this Episode:

The Geotargeting Mishaps of a Pennsylvania Lawyer

Varner Faddis Elite Legal — F*** Around and Find Out

The Good, The Bad, and The Ugly of Lawyer Billboards || Performance & Brand—Hand in Hand

Ally Kvidt — Wed, 13 Sep 2023 13:30:28 +0000

Made you look! It’s hard to stand out in a sea of lawyer billboards, but, for better or for worse, some lawyers really make a splash. Later, a performance and brand advertising romance.

Let’s take a look at a few lawyers’ arguably tacky billboard tactics. Gyi and Conrad examine the case of Morgan & Morgan and their recent “graffitied” billboards stunt. The legal community has pegged this as an embarrassment to the profession, but it’s hard to argue with that kind of exposure. Is their strategy utterly tasteless or a genius move?

Later, performance marketing is nicely quantifiable and efficient, but brand marketing eschews measurability, preferring to just stay frustratingly fuzzy. So, are these two approaches at odds with each other? Actually, no! The guys dig in deeper to help you understand how these strategies work in tandem to improve upon each other and grow your business.

The News:

Apparently, now’s the time for consolidations and acquisitions:

And, in other news:

In an LHLM exclusive (probably), Filevine is going through growing pains some (Gyi) have likened to a dumpster fire.
Survey: 51% of Gen Z women prefer TikTok, not Google, for search

Mentioned in this Episode:

Bryan Wilson — Texas Law Hawk

Corri Fetman & Kelly Garland — Life is short. Get a divorce.

Want to Win at SEO? Delete Your Content || Drafting Your Marketing Dream Team: Round 3

Ally Kvidt — Wed, 23 Aug 2023 08:00:09 +0000

Does SEO demand that you prune old content from your website? And, Gyi and Conrad pick The Face and The Guest during round 3 of the marketing dream team draft.

Improving your SEO performance is always a good idea, but there have been disagreements of late as to whether deleting underperforming content is a means to that end. So, what’s the deal? Should you, indeed, prune legacy content? As usual, the answer may not be black and white, but Gyi and Conrad draw from their years of experience to explain how to analyze performance in order to decide what to do with older content.

Later, time for round three of drafting your marketing dream team! Conrad picks The Face—an individual your law firm puts forward to rally affinity toward your business. Gyi picks… The Guest! Who’s that? Someone whose respected expertise translates into podcasts, events, speaking engagements, and more.

The News:

So, CNET is deleting old articles to try to improve its Google Search ranking. Google’s Danny Sullivan and John Mueller say, “No, absolutely not”, but Gyi and Conrad say, “Hmm…”
Also sensational—The ABA just pulled an Op-Ed on lawyer reforms —what’s that all about?
Lawmatics has some cool new features, and so does CallRail Labs. Could it be that they both listened to this LHLM?

Mentioned in this Episode:

Our other Marketing Dream Team picks:

10 Best Legal Marketing Podcasts Every Lawyer Should Listen To

Bull$&*! Marketing & the Goobers Who Buy It || How Super are Super Lawyers?

Ally Kvidt — Wed, 09 Aug 2023 08:00:02 +0000

Bullshit actually works sometimes, but Gyi and Conrad still don’t like it. And, are so-called Super Lawyers actually extraordinary in any way?

Even though the guys hate marketing bullshit, they happily bullshit their way through a chat with returning FOP Paul Faust! Paul gets razzed a bit after a 2019 DotCom Magazine cover story resurfaced and gained him another round of congratulations from his professional peers. But, Paul gets the last laugh, ‘cause all this BS gave him plenty of renewed exposure.

Speaking of bullshit, what’s the deal with Super Lawyers and other similar distinctions bestowed upon attorneys? Are they reputable? Are they worth paying for? Do they get eyeballs directly onto your law firm and help you grow your business? Ehhh… it’s neither a yes or a no—Gyi and Conrad discuss.

The News:

Musk is rebranding Twitter, we guess, but it’s looking more like he’s just trying extra hard to run the whole platform into the ground — Twitter Turning Into X Set to Kill Billions in Brand Value.
Things aren’t looking much better for Zuck at the moment — Threads Users Down By Half (still!).
And, Conrad interviewed John Henson about The Crackdown Against Lead Generators.

Mentioned in this Episode:

Paul Faust is the president and co-founder of RingBoost and a nationally recognized expert in the use of local and toll-free phone numbers in marketing.

LHLM Episode: The Mad Proliferation of Lawyer Coaching || Lawyer Has Gas… and He’s Giving It to You

Law Firm Alchemy

Charlie Mann’s Podcast: They Don’t Teach This in Law School

The Super Lawyers Selection Process

Lunch Hour Legal Marketing is now on YouTube!

The Mad Proliferation of Lawyer Coaching || Lawyer Has Gas… and He’s Giving It to You

Ally Kvidt — Wed, 26 Jul 2023 08:00:31 +0000

Barbenheimer is upon us, along with legal coaching mayhem, and a very gassy marketing campaign.

Law firm coaching has really, really, really taken off in the legal world, and Gyi and Conrad find themselves wondering why. And, is coaching truly beneficial to you in your legal practice? The guys hash out why today’s lawyers are seeking professional coaches at an ever-quickening pace, and whether this a good trend or (sometimes) a little sketchy.

Later, the guys pick apart Michigan lawyer Sam Bernstein’s free gas marketing scheme. Does this tactic engage new clients for the law firm? Is community awareness really happening? Is it worth the price tag? Gyi and Conrad discuss.

The News:

The Fastcase 50 list is out, and Gyi and Conrad might have just blacklisted themselves after some pretty pathetic pandering.
Threads might not be the Twitter-killer we thought — traffic has dropped by half after first week.
Bar associations, take note! Nota has partnered with the Florida Bar to provide free IOLTA accounts for members.

Playing With the Social Media Algorithm || Drafting Your Marketing Dream Team: Round 2

Ally Kvidt — Wed, 12 Jul 2023 08:00:44 +0000

If normal SEO is austere classical music, social media algorithms are drunk jazz on a Saturday Night—you never know what’s coming next. The guys talk through how to play nice with The Algos and then share the next two picks for your marketing dream team.

Social media algorithms have more changes than a Thelonious Monk composition, which kinda sucks when you’re just trying to get your content promoted by these fickle, two-timing, nutty formulas. Gyi and Conrad give their take on whether you really need to fight the rhythm or just go with the flow while making content that people actually like. Good idea, right? We think so too.

Later, it’s time for the guys’ next picks for your in-house marketing dream team. Conrad goes for the advertising machine—the statistics-loving, data-driven person who helps you make well-informed decisions for your business. Then Gyi goes with the perennially essential intake manager. Intake is everything, and lawyers need to understand why. Tune in for Gyi’s insights on what an intake manager can do for your team.

The News:

Threads, the Twitter killer, raced its way to 100M users.
Google Business Profiles Drops Call Tracking Features and effectively gave Conrad the willies. Should you be freaked, too?
If your LinkedIn reach massively changed, it’s because LinkedIn had a massive algorithm update.

The Frequently and Rarely Asked Questions of Legal Marketing

Ally Kvidt — Wed, 28 Jun 2023 08:00:37 +0000

How do you rank number one for every keyword? Well, you don’t. And that’s a terrible question. Gyi and Conrad answer the most common questions—both good and bad—they get as marketers and share the all-too-rare questions you really ought to be asking.

When you work with a marketer or set about your own campaign, what are the main questions you need to consider? As it turns out, most lawyers actually have similar questions about marketing, but very few are asking the *right* questions. But, we know you don’t know what you don’t know, so Gyi and Conrad are here to help. They ask and answer the FAQs of legal marketing and explain why many of them really won’t help you understand your plan or its results.

Later, the guys lay out the Rarely Asked Questions they really wish you would ponder—questions that, when answered correctly, have the power to give you a sound understanding of your marketing tactics.

The News:

Not sure if it will make a difference, but Google is Suing over Fake Reviews. Time will tell if this lawsuit slows down the multitude of scammers out there.
AI is at it again: EvenUp Raises $50.5M Series B, Announces Integration with Litify, and Launches Litty: The First-Ever AI Personal Injury Legal Assistant
And, the Universal Analytics Sunset is happening, like, right now. We warned you!

How Much Time Should You Spend on Your Marketing? || Drafting Your Marketing Dream Team: Round 1

Ally Kvidt — Wed, 14 Jun 2023 08:00:15 +0000

Money is time and time is money, so exactly how much of both should you be putting into your marketing schemes? Gyi and Conrad have the magic percentage right here in this very podcast, so put your growth mindset on and listen in. And, while you’re fine tuning your perfect balance, don’t forget you can be as creative with your marketing as you dare. The guys talk about how Dean Blachford uses his love of softball, Charlotte Towne has fun on social media, and you can do whatever strikes your marketing fancy.

You’re looking to grow your in-house marketing team, but what kind of candidate do you want? Gyi and Conrad draft their first two picks—watch for more in future episodes! Gyi selects the local social butterfly, who helps a firm become well-known purely through a knack for community connections. And Conrad’s dream pick, the mathematician, understands the business math behind your marketing and sees the value in both measurable and immeasurable tactics.

The News:

Joe Patrice has yet another great article—this time shining the light on some really bad lawyering that is absolutely not AI’s fault: For The Love Of All That Is Holy, Stop Blaming ChatGPT For This Bad Brief.
Lawmatics has a new “Help Me Write” feature to help your communications sound like you actually do have all the smarts it took to graduate law school: Lawmatics Launches LM[AI], A GPT-Driven AI Feature to Generate and Inspire Client Emails and Templates.
And, if you’re a lawyer, legal techie, legal marketer, etc, etc, submit a proposal to speak at next year’s TECHSHOW. New talent and new thoughts always needed: ABA TECHSHOW 2024 Call for Proposals.

Google’s SGE — Search Will Never Be the Same || Listener Mailbag and All That Jazz

Ally Kvidt — Wed, 24 May 2023 12:40:22 +0000

At Google I/O 2023, the behemoth of search unveiled some truly fundamental changes. Plus, the guys open up the mailbag and answer your questions about misbehaving Google Business Profiles, branching out into new practice areas, and all that jazz!

In what may be the most significant change to online search ever, Google announced the AI-powered SGE (Search Generated Experience) and Perspectives. Gyi and Conrad pontificate on the ins and outs of the announcement and how it could affect both traditional SEO and customer behavior. What will this mean for you, dear lawyer, and how can you be prepared? No hyperbole here: this will truly change search as we know it.

It’s mail time! The guys answer your questions, including: Dude, where’d my Google Business Profile metrics go? What kind of fruit grows on a Linktree? Speaking of trees, how does one branch out into different practice areas? And finally, how do I make the connection between my sweet billboard and online advertising?

The News:

Google I/O and the big announcement. This was a big one with tons of Google developments you need to know now.
The Top Level Domain (TLD) .esq is here. Do you need the .esq, as in www.Lawyer.esq?
The Attorney At Work website survey names LHLM as one of the Top 10 Legal Podcasts! Hat tip to Joan Feldman and friends.

The Blog is Dead, Long Live the Blog || Five Things NOT to do with ChatGPT

Ally Kvidt — Wed, 10 May 2023 08:00:03 +0000

Kickin off with the news: blogger/lawyer Dan Harris of China Law Blog spent his May the Fourth testifying to congress about a different empire (of sorts) at a hearing titled: Rule by Law: China’s Increasingly Global Legal Reach.

So, let’s talk about blogs. Blogging used to be the crème de la crème for getting your content to the masses, but somewhere along the way, something changed. Too many blogs traded in engaging, thoughtful posts for years-long spoutings of “marketing drivel,” as Conrad so aptly puts it. But, blogging isn’t dead, and you can learn to do it right. Gyi and Conrad have all the tips you need for crafting a newsworthy, linkworthy, testifying-to-congress-worthy blog. Well, close-to, anyway.

Then, Conrad gets Gyi’s take on the five worst things legal marketers do with ChatGPT, but you won’t do those things because you’re gonna listen to this pod and totally avoid being unethical, inaccurate, uncool, etcetera.

The Ethics of Fake Google Reviews || The 100 Local Business Review Challenge

Legal Talk Network — Wed, 26 Apr 2023 18:30:41 +0000

LHLM – ✭✭✭✭✭ – The best podcast ever made! (At least within the practice, ethics, and law of fake Google reviews). Plus, how you reviewing other local businesses is good Business Karma for you.

The guys bring on local search guru Joy Hawkins from Sterling Sky to share her hot take on the scourge of fake reviews on Google Business Profiles. Fakes aren’t hard to spot, but what can you do when a competitor buys fake reviews? Both Google and most state bars have rules banning their purchase. But with less-than-ethical practices still widely tolerated and arguably even incentivized (at least for now), learn how you can remain ethical AND compete. Listen to the whole discussion here

While the world of fake Google reviews is challenging, you can (and should), as a business, spread the love and build community. Call it business karma. Following the lead of Ryan McKeen, the guys challenge you and your team to accept the 100 Local Business Review Challenge yourself, to leave real, heartfelt reviews for the local businesses you love and become a source of positivity. Stand out by standing up for local businesses.

The News:

Clio has released its Solo and Small Firms Legal Trends report.
Operating system mover and shaker Litera has acquired Salesforce-based CRM firm Upper Sigma.
Two known marketing providers have jumped into the solo and small firm marketing arena. One is Martindale-Avvo with new services for small firms. The other is friend-of-the-show Carolyn Elefant with a new focus on A.I.’s impact on small and solo firms. Read about it here.

5 Ways To Make Your Google Profile Pop || Is Your Chat Service Selling Your Leads?

Legal Talk Network — Wed, 12 Apr 2023 08:00:46 +0000

Make your Google Profile do more, and a look at how a chatbot plug-in may be selling your potential clients to other firms.

Having a strong online presence is essential when marketing your practice, and your Google Business profile is a critical component in any good marketing strategy. But, even if you have a “totally awesome” profile, don’t you kind of wish yours was doing better? SAY NO MORE! Gyi and Conrad share their top 5 tips for how to really make yours stand out from the crowd.

And then — you’ve heard it a million times: automation is here to make your practice easier and more efficient. And it absolutely can. But sometimes the devil is in the details (e.g. read the damn fine print, people). The guys explore a troubling story of Ngage, a chat vendor service that’s growing in popularity, but raises serious ethical concerns and frankly, may just piss off your clients.

The News:

A big merger in the legal world as Fastcase merges with vLex. Another sign of the artificial intelligence craze?
Darren Shaw’s local search ranking results are out. Learn what you’re doing right, (and wrong).
The newest Near Media study looks at the reality of “going viral” and rankings. Does “viral” really matter in the keyword universe?

Legal Marketing MADNESS: The Sweet 16 of Marketing Tactics

Legal Talk Network — Wed, 22 Mar 2023 08:00:43 +0000

Conrad and Gyi hit the hardwood as the top marketing channels square up for the Big Dance.

It’s March Madness… Marketing Madness that is! Gyi and Conrad fill out their tournament brackets, not with their favorite teams, but rather the top marketing channels and tools. Then it’s a battle to the end as the guys pit these tactics head-to-head to see which will come out on top. From the Sweet 16 to the final matchup, the action never stops! Tune in to see which marketing powerhouse reigns supreme.

The News:

ChatGPT 4 launched this month. Now it’s taking standardized tests such as the LSAT … and it’s beating most humans.

The new March Google Core update is out.

TikTok is under fire again amid threats to ban the video app from the U.S.

Conrad made a special appearance as a guest on The Game Changing Attorney podcast.

Dispatches from ABA TechShow: Authentic Branding || Why Invest in Marketing?

Legal Talk Network — Wed, 08 Mar 2023 09:00:26 +0000

The day has finally come: Conrad and Gyi are live from ABA Techshow! F.O.P’s Allison Johs and Rukayatu “Ruky” Tijani share the importance of investing in marketing and authentic branding and purpose.

(1:46) You may be surprised at how few small firms and solo practices have a true budget, never mind a specific marketing budget. So how do these firms know how much money they have and how to use resources effectively? In our first segment Allison Johs of Legal Ease Consulting gets right into the results from the latest ABA Tech survey with tips on how to deploy your resources to grow your business.

(12:38) Being intentional and goal oriented starts with knowing yourself, your clients, and your goals. Consider Rukayatu “Ruky” Tijani, a shining example of how lawyers can build their brand and create meaningful connections with real people. Hear how Tijani sets goals, creates routines, and thrives as her authentic self.

ABA Techshow 2023 Preview || Google Ads: Too Expensive?

Legal Talk Network — Wed, 22 Feb 2023 09:00:26 +0000

A rundown of what Conrad and Gyi will be talking about at the March ABA Techshow. Plus, Google Ads are so dang expensive, amiright?

Oh, boy! ABA Techshow is really, really soon, and the guys can’t contain their excitement. On the pod, Gyi and Conrad give you a preview of their sessions and what you can expect; including branding and positioning, a data-driven section on the future of legal marketing, and using LinkedIn for brand acceleration.

I mean, you ARE going to Techshow aren’t you? Ha, of course you are. Be sure to bring all of your homemade #LHLM gear, hunt down the guys, and share your undying love for all things Lunch Hour Legal Marketing.

Then, Conrad tries to make Gyi’s head explode with the question, “Are Google Ads too expensive?” So, are they? Maybe, just maybe, you’re asking the wrong question. If the only thing you are measuring is cost-per-click, you might be a little bit off-base. Learn from the best on how to analyze the true cost and benefit of your digital ad spend.

The News:

A.I. saw a $100 billion market cap loss. What happened? And how did Google react?
DoNotPay is in the news again, and it could mean legal troubles are brewing.
Using fruit snacks to generate good reviews from jurors.

Maximizing Your Marketing Mix || SEO-Optimization is Killing Your Content

Legal Talk Network — Wed, 08 Feb 2023 17:00:34 +0000

Are Gyi and Conrad even real anymore? The “guys” discuss the most effective and efficient use of your marketing dollar. Then, it’s into the listener mailbag to commiserate over the ubiquity of unbearable (but SEO-optimized!) legal content.

We’re not sure who carries eggs in baskets anymore, but we’re all familiar with the classic idiom. And, it applies to your marketing mix as well. Gyi and Conrad evaluate each of the major marketing channels, weighing cost and time-to-success to help you think through how to build a own well-rounded (egg-shaped?) and effective marketing portfolio.

Then the guys respond to a listener question: Has compelling, useful content died in Legal? Lawyers are supposed to be good writers, right? So, how come so much of their marketing content is just plain awful? It seems that we all stopped creating content that an actual person would find useful in favor of serving our SEO god, Google. Remember, the client journey doesn’t end when they click your link. You still have to convince them to actually hire you. Hold fast, don’t give up; you can still create good content and win the SEO wars.

The News:

Gyi talks Google Business Profiles on Legal Talk Network’s New Solo podcast
Google’s latest approach to ChatGPT content
Lawyerist’s “Best Law Firm Websites” contest
ABA Tech Show: Register now!

ChatGPT for SEO: Trap or Treasure? || CallRail’s 2023 Marketing Outlook Report

Legal Talk Network — Wed, 25 Jan 2023 09:00:14 +0000

Yes, it’s more of that pre-sentient AI everybody loves, ChatGPT! But first, we take a look at CallRail’s 2023 Marketing Outlook for Law Firms.

As a devotee of Lunch Hour Legal Marketing, CallRail’s 2023 Marketing Outlook for Law Firms offers you the chance to see how well you’ve been following along. But, regardless of whether the report surprises you, the takeaways are crucial. Gyi and Conrad break down some of the most significant findings and give you the context you need to understand how they should impact your practice.

And, you know we couldn’t leave it alone. Everyone’s favorite subject—ChatGPT—is still top of mind. With Google flip flopping on whether AI content will help or hurt your site, should you be using it? Avoiding it? The guys break down the pros, cons, and today’s best practices, so you’re ready for tomorrow.

The News:

Lawyerist and Affinity have tied the knot. Congrats to the happy couple!
Google’s messed with stuff again, but at least they told us how, so you can adjust how you look at your metrics.
And DoNotPay will… well, PAY a cool million if you let a computer feed you arguments in front of the Supreme Court.

Conrad’s Crystal Ball: The Re-Return || Marketing Resolutions for 2023

Legal Talk Network — Wed, 11 Jan 2023 09:00:03 +0000

The New Year! A look back, a look ahead. Plus, resolutions you can start today that can make you even more prosperous in 2023.

It’s that time of year again; Conrad and Gyi put away the snow-globes and bring back the crystal ball—what can we say, orbs really tie the room together—and make their predictions for 2023. But, what good are prognostications without accountability? First, the gents look back at what they got right, and what they got wrong in 2022. And with a success rate about as good as Nostradamus, without all the weird murkiness, they give it another go, gazing deep into the future to tell you what you can expect for 2023.

And then, let’s talk about the one thing everyone loves committing to: New Year’s Resolutions. The guys share their personal resolutions for 2023, and then, out of the kindness of their hearts, tell you yours too. Be inspired and equipped to make your practice thrive in 2023.

The News:

Layoffs in legal tech and digital marketing.
CallRail’s new2023 outlook for legal marketing is available now.
And Gyi’s new article, “My First ABA Techshow,” is online.

The 12 Days of Legal Marketing: The Musical!

Legal Talk Network — Wed, 28 Dec 2022 09:00:04 +0000

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).

ChatGPT and Deep Fake Marketing || Congratulations, Your Law Firm is Now a Media Company

Legal Talk Network — Wed, 14 Dec 2022 09:00:51 +0000

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.

Working From Home Or Living At Work? || Why No One Likes Your Law Firm

Legal Talk Network — Wed, 23 Nov 2022 09:05:50 +0000

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?

Data that Makes Dashboards Dazzle || Lawyers, Your Clients Want Flat Fees

Legal Talk Network — Wed, 09 Nov 2022 09:00:28 +0000

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.

Clio Enters the World of Websites (and SEO) || Are Lawyers Like Spam and Ramen?

Legal Talk Network — Wed, 26 Oct 2022 08:00:25 +0000

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.

What’s the Plan, Stan? || Marketing Metrics Power Rankings

Legal Talk Network — Wed, 12 Oct 2022 08:00:23 +0000

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

Sales Velocity: Be Quick or Be Dead || Metrics, Who Needs ‘em?

Legal Talk Network — Wed, 28 Sep 2022 08:00:43 +0000

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.

What’s That Shiny New Marketing Toy You’ve Got There? || Google’s Out Of Home Ads

Legal Talk Network — Wed, 14 Sep 2022 08:00:45 +0000

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 over-investing 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’re F#¢%ing Up LinkedIn || How To Do LinkedIn Right

Legal Talk Network — Wed, 24 Aug 2022 08:05:04 +0000

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:

Hubspot: Top Marketing Trends You Need to Know in 2022 || Wait, Google Wants What Now?

Legal Talk Network — Wed, 10 Aug 2022 08:02:40 +0000

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 delays its plan to replace third-party cookies again. What’s a third-party cookie?
Canna Law Blog cited by Congress

References mentioned:

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

Is Link Building Worth It Anymore? || Top 10 Link Building Tips

Legal Talk Network — Wed, 27 Jul 2022 08:00:16 +0000

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.

Viral Customer Service || What Does Dobbs Have To Do With Law Firm Marketing?

Legal Talk Network — Wed, 13 Jul 2022 08:00:37 +0000

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.

Your Law Firm’s Intake Needs You || Legal Marketing LARPing: Level Up Your SEO

Legal Talk Network — Wed, 22 Jun 2022 08:00:50 +0000

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.

SEO: It’ll Be a Minute, or Will It? || How to Get 28,529 Five-Star Reviews

Legal Talk Network — Wed, 08 Jun 2022 14:10:23 +0000

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.

How Not To Use TikTok For Your Law Firm || 5 Tips to Increase Referrals

Legal Talk Network — Wed, 25 May 2022 08:00:37 +0000

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?

Mentioned in this Episode: