3 Digital Mistakes That Will Thwart A Professional’s Market Expansion

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, Tech Leave a Comment

Struggling to spread the brand promise? Here are three mistakes to avoid, and some encouragement from Benjamin Franklin. As we know, corporate brand names are always aware of the need to get in front of new eyeballs. It’s one of the first assumptions of the brand marketing challenge. However, marketers in the professional services sector are often faced with intelligent …

Hashtag Best Practices (or, What Would Jimmy Fallon Do?)

Nicholas Kosar Content Marketing, Language, Law Firm Marketing, Social Media Leave a Comment

Like a lot of people, I’ll use hashtags to accent a social media post, notably among friends on Facebook. The hashtag serves as sort of a tongue-in-cheek addition to my main message. Yet while the hashtag has been around for a while, I still see people misusing it, notably on Twitter. Well, maybe “misuse” is too strong a word, but …

Branding: Not Yet Dead in the B2B World

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media Leave a Comment

Itamar Simonson, professor of marketing at Stanford, tells the American Marketing Association that, in a world full of online reviews and “experience-based information,” the value of branding has been eroded: “Consumers rely increasingly on information sources like reviews by consumers and by experts…. They’re less dependent on … cues such as brand names.” This may be true in the B2C …

Two Ways for Law Firms to Create and Share Quality Content

Nicholas Kosar Law Firm Marketing, Social Media, Tech 1 Comment

As Joe Pulizzi puts it, the opportunity to earn new business through “epic” content marketing is there for those who see it. This is certainly true in professional services marketing – notably in the legal field. While businesses and law firms can publish online with the push of a button, traditional content publishers are struggling to produce quality content and …

How Digital Engagement Beats the Super Bowl

Nicholas Kosar Content Marketing, Language, Law Firm Marketing, Social Media, Tech Leave a Comment

Anyone remember Super Bowl XXXIV in January 2000? While it featured an exciting game between the St Loius Rams and Tennessee Titans that came down to the wire, you might better remember it as the “Dot-Com Super Bowl.” The game featured commercial after commercial by companies that had business models built on commerce generated through their websites. Remember pets.com or lifeminders.com? …

Twitter Is Like Skywriting, Only Better

Nicholas Kosar Content Marketing, Language, Law Firm Marketing, Social Media, Tech Leave a Comment

On the way to our hotel from Orlando International Airport for the 2014 Legal Marketing Association Annual Conference, a colleague of mine and our driver, a hospitable immigrant from London, tried to decipher the skywriting that appeared in the sky before us. Seems that skywriting as a marketing message is quite popular in these warmer climes. In the past, my …

My Law Firm Is Better Than Yours … At Social Media

Nicholas Kosar Law Firm Marketing, Social Media, Tech 1 Comment

Anecdotal evidence says that professional services firms – notably law firms – are not setting the standard when it comes to using social media. For professionals whose jobs are to reduce risk, embracing what is perceived as “risky” Social Business doesn’t come naturally. And yet now we have some comprehensive data to back up this notion. Good2BSocial, a social enterprise …

5 Ways to Measure Your Social Media ROI

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, Tech 3 Comments

“Social Media – why should I bother?”  In other words: What will I get out of it? What’s my return on investment (ROI)? It’s a good question that is often asked by those many professionals who so easily and blithely dismiss the need to even create an accurate and updated LinkedIn profile for themselves. So, what’s the answer? Strictly speaking, the …

Why Content Marketing Is Very Sustainable – Via the Long Tail of the Internet

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, Tech 8 Comments

On January 6, social media consultant Mark Schaefer published a fascinating article titled “Why Content Marketing Is Not a Sustainable Strategy” in which he stated that the supply of content marketing is outstripping the demand for that product. With the ever-increasing numbers of blogs, videos, and social media content being produced, his point is that content marketers are having to …