the marketing moment | issue 03

Fall is nearly here, and we're gearing up for the pre-holiday rush. We thought our clients would be more concerned about the looming "R" word, but instead, they are all pushing hard toward meeting their goals for the year. Are you too?

This Month's Highlights

• Is Event Marketing Now Digital Marketing? 🤔 | How to drive engagement at your next in-person event.  

• TikTok SEO is a Thing 🕵️‍♀️ | Attorney at Work published our most recent article on how TikTok is the fastest growing search engine and how to ensure you stay on top of search.

• LinkedIn Adds Link Stickers Proving Linking Isn't a Bad Thing 🔗 | Taking note of one of Instagram's most popular features, LinkedIn leans into Link Stickers.

• Marketing with a Plan - Are Lawyers Leaving Legal? 👋| Are lawyers leaving legal to become consultants? We're noting a trend and sharing our simple and effective marketing plan for marketing your practice or your new business service.

Is Event Marketing Now Digital Marketing?

Now that conferences and events are back in person, it doesn't mean the digital marketing aspects that required getting attendees to register, engage, and attend have disappeared. It's quite the opposite; in-person events are now expected to include a social and digital element.

So, if you're hosting your next in-person client event or B2B marketing event - how do you create these digital elements in the real world?

According to this article by Forbes, you need to take a page from the social media's book and look to create "snackable content" that can help drive engagement.

This means encouraging any speakers or presenters to do more than just present - they should engage with short-form video and use music and/or storytelling elements to communicate their message to those they are engaging with and to use data from digital platforms to increase engagement.

TikTok SEO is a Thing

Most people haven't realized that TikTok overtook Google as the most trafficked website on the internet.

Think about how many times you go to Google to search for something - a question, product, service, restaurant, good book to read, etc. Most of us rely heavily on Google. But Gen Z doesn't. They are using TikTok to search for restaurants, locations, and clothing.

But how does this impact legal services? Well, the kids set the trends and the rest of us jump on board to be like them. Remember when Facebook was just a thing for college students? Now it's a multi-billion dollar business.

So, having well-optimized content that is discoverable by TikTok's algorithm is key to continued and sustained growth in marketing for the long term.

But how do you do this? We break it down step-by-step in our recent article in Attorney at Work. Take a peek.

LinkedIn adds Link Stickers to Images & Videos

Taking a page from Instagram, LinkedIn announced the addition of Link Stickers to LinkedIn image and video posts. This new feature makes it easier for you to share links to your favorite publications and resources within an image or video.

We're huge fans of link stickers and love how easy it makes promoting your existing work and content. Here's a quick tutorial on how to use them.

Marketing with a Plan - Are Lawyers Leaving Legal?

Perhaps it was the pandemic, but we've noted that we've seen an uptick in entrepreneurial lawyers seeking our services to launch business consultancies related to legal that don't require them to be chained to their bar admission.

So, how does a lawyer who wants to grow his or her practice and/or a new service line that's more business-focused do this? We created a marketing plan for that with an accompanying free workshop to help these business-focused lawyers make the leap from lawyer to business consultant.

Are We Ready for the Legal Proceedings in the Metaverse?

Three years ago the idea of going to virtual court was unheard of. But when the pandemic hit many court systems had to find a way to go virtual to alleviate the pain of an ever-growing backlog of cases. This leads to the question: Could we one day litigate cases in the metaverse?

Some lawyers are already preparing for the eventual shift including Edwin Tong, Singapore's second minister of law, who stated at Singapore's Tech Fest 2022 that:

“It would not be unthinkable that, besides registration of marriages, other government services can soon be accessed online via the Metaverse. There's no reason why the same cannot be done for legal services. The pandemic has already shown us that even dispute resolution — once seen to be a physical, high-touch process [...] can be held online.”

Can you imagine what attending court in the metaverse might look like? It would feel more "real" than Zoom court, don't you think?

Read more about this idea here.

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