3 Reasons Your Marketing Team Needs Super Lawyers
And Awards Season Goes to.....Super Lawyers Magazine
Are you responsible for your firm's marketing? Planning a meeting to brainstorm advertising spending for the rest of the year? We want to make sure you have all the tools to make an informed decision. Let Super Lawyers Magazine be part of the answer.
Highlighting achievements is a sure-fire way of creating buzz around your firm and enhancing your brand. Legal accolades, like selection to a Super Lawyers or Rising Stars list, are among the best ways of getting great publicity.
Take every opportunity to tout your firm through communicating with your audiences (employees, clients, potential clients, referring attorneys, related industry associates, etc.) to inform them about the recognition. The key is to share the achievement in a way that showcases your firm without coming off as self-serving. Consider these three reasons you should add Super Lawyers to your marketing mix.
1. We're Trusted
Leveraging Super Lawyers or Rising Stars selection establishes instant trust and credibility in your law firm's brand. And ratings matter to consumers and referring attorneys. Did you know 56 percent of consumers consider expertise, referrals and trust before making a decision? Additionally, 85 percent of attorneys selected to a Super Lawyers or Rising stars list referred a client to a fellow selected attorney in the past year.
2. We're Exclusive
Our selected attorneys are the best of the best. From honors and awards to transactions to pro bono work, our research department evaluates each lawyer in the candidate pool based on the 12 indicators of peer recognition and professional achievement. And don't forget a representative number of small, medium and large firm attorneys are selected. At the end of the day, 5 percent of attorneys are selected to the Super Lawyers list with another 2.5 percent selected to the Rising Stars list in each state.
3. We're Here to Stay
Throughout our 25 years in business, we've been connecting exceptional lawyers with legal consumers. Super Lawyers is also part of Thomson Reuters, which has a rich history in the legal world spanning more than 140 years. We're also home to a massive audience with 14 million yearly page views to SuperLawyers.com and 22 million readers annually to our magazine and partnering consumer publications.
Johnny Cargill, Director of Marketing and Communications at the Lanier Law Firm, put his firm's relationship with Super Lawyers perfectly. "The reason we value our selections to Super Lawyers and the attorneys that are honored is because it comes from a peer review-the nominations come from their own peers. These are people they've worked beside and against at times, and still have that respect to nominate. The process that Super Lawyers puts through each and every nomination to select the best of the best truly makes it an honor."
So the next time you're in that meeting room debating how your firm can receive maximum exposure, make the case for partnering with Super Lawyers. From reaching a massive audience in our print publications to your firm's visibility online, we've got the products you need to differentiate yourself in the marketplace. Contact your associate publisher today and learn more about our integrated marketing solutions.
Case Study: Put Yourself Ahead of the Pack
Super Lawyers' editorial is paving the way in more ways than one. Its exceptional storytelling recently covered such topics as China's evolving legal system, police brutality, LGBT discrimination and civil rights in the past year, resulting in six new journalism awards!
"We are very fortunate for the widespread recognition our editorial has produced over the years," says Ron Cahill, Director of Editorial and Research for Super Lawyers. "We take our mission of providing visibility to attorneys who exhibit excellence very seriously, it's about telling their stories, sharing their insights and covering what makes them successful both personally and professionally."
Read below to learn more about each of the award-winning editorial features from Super Lawyers Magazine.
The third place award for Best Profile Story at the 2016 Minnesota Society of Professional Journalists' Page One Awards went to the article, The Whistleblower's Best Friend. This article from the 2015 Minnesota Super Lawyers Magazine detailed Clayton Halunen's career of making waves in cases ranging from a $1.5 billion false claims settlement to workplace discrimination claims against the Minneapolis Police and Minnesota Vikings.
Navigating China, from the 2015 New York Metro Super Lawyers Magazine, garnered a second place award presented by the Pac-Northwest Society of Professional Journalists in the Government/Political Reporting category. The piece is a guide through the country's legal system, from its philosophical traditions to its rapidly evolving present, via nine American attorneys who work in China or with Chinese clients.
The team also took home a second place designation for Best Feature Article from the Minnesota Magazine & Publishing Association's Excellence Awards for 'We've Come a Rather Remarkable Way'. Published in the 2015 Alabama Super Lawyers Magazine, the article is an oral history of 11 African-American attorneys in Alabama on how far the United States has come in the 60 years since Selma.
'Benjamin Crump. Justice.' from the 2015 Florida Super Lawyers Magazine profiles the Florida attorney who represented the families of Trayvon Martin and Michael Brown. It also received second-place honors, this time from the Florida Society of Professional Journalists' 2016 Sunshine State Awards in the Best Magazine Profile category.
Louisville's Chapter of the Society of Professional Journalists awarded Super Lawyers second place for its piece 'The Big Guy', published in the 2015 Ohio Super Lawyers Magazine, about Pierce Hamblin, who has mediated more than 7,500 cases and whose reputation among attorneys has earned him the distinction that inspired the title.
And lastly, also from the 2015 Ohio Super Lawyers Magazine, Defending the Product won first place honors in Ohio's Best Journalism contest, presented collaboratively by the Cincinnati, Columbus and Cleveland chapters of SPJ. The story concerns Cincinnati's Carolyn Taggart, who has been involved in such cases as injury claims against silicone breast implants and the tragic deaths at a notorious The Who concert in 1979.
Congratulations to the Super Lawyers editorial team on these impressive achievements and for continuing to deliver on their mission to create quality editorial about the very best attorneys in practice.
Perhaps you've heard the phrase content marketing tossed around a time or two at your firm. The idea may have even sparked apprehension. Thoughts of creating an editorial calendar or convincing colleagues to create content immediately entered your head.
Initially, employment and consumer rights attorney Todd Friedman, founding partner at the Law Offices of Todd Friedman, P.C., felt the same way. He wondered aloud "When are we going to find the time to create fresh content that will really resonate with our client base?"
However, Todd was also seeking ways to further strengthen his position as an expert and increase his credibility among peers and potential clients. As a first-time Super Lawyers selectee, he wanted to spread the word about his recent honor and have a place on his website where he could showcase his expertise.
That's when Super Lawyers and FindLaw stepped in to assess the firm's needs and put together a content strategy that involved the production of two customized white papers. These whitepapers showcased Todd's technical knowledge, awareness of clients' needs and concerns and commitment to client service and long-term relationships.
Promoting the white papers on social media with a targeted advertising campaign led to increased visibility and name recognition for the firm. And better yet, when it came to tracking the effectiveness of this approach Todd received a complete breakdown upon the conclusion of the campaign. Todd was so pleased with the results that he is currently working with Super Lawyers and FindLaw content teams on a third and fourth white paper.
For a more detailed look into the highlights of Todd's integrated marketing approach check out this case study.
Interested in learning how a proactive content marketing plan can drive high-quality leads at your firm? Get in touch with FindLaw today or contact your Super Lawyers Associate Publisher or call 1-877-787-5290.