Archive for the ‘Social Media’ Category

Marketing for Criminal Defense Attorneys: How to Attract More Clients

August 20th, 2023

For criminal defense attorneys, online branding is a vital tool for finding new clients. In a state like Arizona where open carry weapons are legal, the demand for representation in criminal cases is increasing. Establishing a unique and effective digital marketing method will set you apart as a leading criminal defense resource and guarantee the growth and satisfaction of your client base.

Why marketing for criminal defense attorneys is important

Branding is often mistakenly overlooked in the legal field. The current landscape is competitive, and success requires an intense and strategic marketing plan. A criminal defense attorney with an active and engaging online marketing presence is more likely to attract potential clients, as such a presence not only provides a track record of your success in previous legal cases, but also demonstrates your knowledge, experience, and credibility.

The following are some of the many effective marketing activities you can rely on for a booming online brand.

Create informative and newsy content

Marketing for criminal defense attorneys should start with informative and relevant content. Most of the time, criminal law is confusing to people outside of the industry. Creating unbiased and valuable content that answers common questions or addresses legal complexities about a certain case will simplify otherwise daunting topics for your audience and help establish you as an expert in the field. Content creation can include blog posts, podcasts, YouTube videos, and other visually appealing subjects.

Develop local SEO

Local SEO and organic rankings bring 69% of digital traffic to business websites. Taking advantage of this data will guarantee an improvement to your legal page. Additionally, local SEO helps lawyers successfully convert potential clients to actual clients.

To get started, create a Google My Business page with accurate information about your profession and expertise, acquire positive testimonials/reviews (more on this later), and make sure that your business’ NAP is correct in all online directories and social media platforms.

Form a strict authority and credibility

A strong educational background and experience in criminal law are essential to the success of an attorney in the industry. It’s a career that requires extensive training, specialized certifications, and the time and effort required to build a reputation — so why not flaunt your hard work? Showcase your credibility and assure potential clients that you are the right person for the job.

You can also form a strict authority by becoming an active member of professional organizations and legal conferences. In doing so, you are building a personalized brand with a commitment to stay updated and informed, further advancing your knowledge and experience.

Maintain open lines of communication through social media channels

These days, maintaining an open line of communication through branded social media channels is a luxury everyone can afford. From LinkedIn profiles to Instagram Reels, a formidable online presence can make or break a brand. The following are some of the best channels to help you reach your audience.

  • Facebook — A professional Facebook page for your law firm is where you can share educational content, legal tips, news updates, and your clients’ success stories. You can also encourage interactions by responding to visitors’ comments.
  • Instagram — Instagram is home to 2.5 billion active monthly users. Here you can host a live Q&A, share inspiring visuals, and highlight your successful criminal cases.
  • LinkedIn — LinkedIn is a social media platform designed for building professional networks. Here you can celebrate your accolades and expertise as well as participate in discussion groups.
  • TikTok — TikTok is known for its excellent algorithm. It’s also perfect for a younger audience who wants nothing short of inspiring legal advice to drive their train of thought.Managing all of these channels successfully can be overwhelming. Luckily, skillful digital marketing specialists offer social media marketing services that can build your brand and community without a hitch!

    Ensure client satisfaction for positive online reviews

    Building a client relationship is key to a successful criminal defense case. Be sure that you go above and beyond in terms of service; make them feel that you are willing to go the extra mile through the entire legal process. Provide personalized attention, timely follow-ups, and indicate that all of their worries are heard and understood.

    If you are dedicated to your clients’ satisfaction, you will undoubtedly see a return in positive online reviews.


    Once your marketing strategies are executed and developed, it’s time to conduct a performance marketing evaluation for each of them. Doing so will allow you to measure and optimize your marketing efforts and determine whether or not there is a return on investment (ROI).

    By implementing the techniques discussed in this article, you can effectively target your ideal clients, establish a strong online presence, and differentiate yourself from competitors.

Strategize. Prioritize. Invest. Integrate. Measure.

January 27th, 2023

Social Media

Social media marketing requires strategy. Too many companies think of social media as a secondary tactic to just “get our name out there.” That’s an old school mindset.

In 2022, new customer acquisition is the top priority for most brands. It’s not an option to isolate social media as just a brand awareness activity. It should be prioritized as an investment and fully integrated into your company’s product marketing, targeted demand gen, and customer experience strategy. Social media is an integral part to any campaign and you must consider it when thinking of the total cost of digital marketing.

Stop messing around with non-strategic, occasional posts that are disconnected from the rest of your demand generation investment.

Integrate paid and organic social into your email, direct mail, telemarketing campaign strategies.

Take advantage of the micro-targeting capability of social ads. They’re now more measurable, scalable, and audience-definable than ever.

Create and use a content calendar. Reinforce your SEO/content, market research, and packaging strategy. Listen to and interact with your customers and prospects and share their voice with your company’s executive leadership.

Strategize. Prioritize. Invest. Integrate. Measure.

Account Based Marketing Examples, Tactics & Strategies

December 9th, 2022

Account based marketing (ABM) is a strategy that is quickly gaining traction in the world of digital marketing. It is a targeted approach to marketing that focuses on specific, high-value accounts, rather than a broader target market. ABM can provide powerful results, but it requires a specific set of tactics and strategies to be successful. In this blog article, we’ll look at some of the most effective account based marketing tactics, and strategies that businesses can use to increase their success.

Define your audience

When it comes to account based marketing, the key to success is understanding your target audience. Before you can begin crafting strategies and tactics, you need to have a clear idea of who you’re targeting. You should look at their needs, wants, and pain points in order to create effective campaigns.  Start by conducting research into your target accounts. This includes both existing customers and prospects. Use tools like LinkedIn and Salesforce to understand more about the company’s size, industry, and more. This will help you create a more tailored approach when crafting your account-based marketing campaigns.

You should also consider segmenting your target audience. This will help you personalize your messages and make sure that they resonate with the right people. For example, you could segment by job titles, industries, or geographic locations. This will ensure that the messaging is relevant and resonates with the right people.

Finally, think about the best channels to reach your audience. This could include social media, email, direct mail, or even events and tradeshows. Identifying the right channels will help you maximize the impact of your campaigns and get the results you’re looking for.

Once you have a clear idea of who your target audience is, you can start planning your account-based marketing campaigns. By understanding who you’re targeting, you’ll be able to create a strategy that is tailored to their needs and interests, ensuring greater success.

Do your research

If you’re looking to implement an effective account-based marketing (ABM) strategy, it’s essential that you do your research. Understanding the goals of your target accounts and what they need can help you develop a targeted strategy that’s tailored to their needs. It’s also important to know which ABM tactics and strategies will be most effective in achieving your desired outcomes.

One of the best ways to get started with ABM research is to look at examples of successful ABM campaigns. This can provide valuable insight into which tactics have been effective for similar businesses and how you can apply them to your own strategy. Look for case studies or reports from industry experts, read blog posts and other online resources, and ask your peers for their insights.

It’s also important to do research on the key decision makers at each of your target accounts. You should understand who they are, what their roles are, and how you can best engage them. Knowing what motivates them, what resonates with them, and how they like to receive information can all be useful in crafting an effective ABM strategy.  By researching your target accounts, industry trends, and the most effective ABM strategies, you can ensure that your ABM efforts are well-targeted and focused on delivering maximum results.

Create targeted content

Creating content that is specifically tailored to your target accounts can be one of the most effective account based marketing strategies. By understanding the industry, buyer personas and pain points of the accounts you are targeting, you can create content that is designed to meet their needs.

To begin, you should start by identifying the key decision makers within each account you are targeting. This can be done through researching the company online, or through reaching out to the account directly. Once you have identified who the decision makers are, you can create targeted content that speaks directly to them. For example, if you’re targeting a company in the healthcare industry, you could create content that speaks to the challenges they face with regards to compliance regulations and patient privacy.

By focusing on creating content that is relevant and specific to your target accounts, you can make sure that your message resonates with them. Additionally, it will help you build credibility and trust with the decision makers within the accounts. This can ultimately lead to more sales opportunities down the line.

Personalize your approach

Account based marketing (ABM) has become an increasingly popular tool for marketers looking to reach the right people, with the right message, at the right time. Personalizing your approach to account based marketing can make a huge difference when it comes to driving results.

Personalizing your approach to ABM starts with developing an understanding of your target accounts. This includes researching the company’s history, recent news, products and services, as well as their competitive landscape. With this information, you can begin to create unique messaging and content that is tailored specifically to each target account.

Once you have developed your individualized messaging, you need to make sure it gets in front of the right people. That means leveraging multiple channels to reach the decision makers in your target accounts. Digital advertising campaigns, email outreach, personalized sales calls and even direct mail campaigns can all be effective tactics. By tailoring your approach to each account, you can ensure that your messaging will have maximum impact.

It’s also important to track your success and adjust your strategy accordingly. Track response rates to each channel, analyze the effectiveness of each piece of content, and take note of any trends in terms of which content resonates best with different types of accounts. By staying on top of your analytics, you can quickly identify what’s working and make adjustments as necessary.

By taking a personalized approach to account based marketing, you can ensure that your message reaches the right people with maximum impact. Through careful research and experimentation, you can develop an effective strategy that drives meaningful results.

Use account-based advertising

Account-based advertising is an effective way to target specific accounts and reach the decision-makers within them. By creating personalized campaigns for each account, you can ensure that your messages are tailored to each company’s needs and goals.

When creating account-based campaigns, there are a few things to keep in mind. First, you need to make sure you have accurate data on each account you’re targeting. You should also consider the best type of ad format and platform for each account, such as display ads, search ads, or social media campaigns.

To make sure you get the best return on investment (ROI) from your campaigns, use retargeting tactics such as remarketing lists for search ads (RLSA) and custom audiences for social media campaigns. This will allow you to re-engage with users who have already expressed interest in your products or services.

Lastly, don’t forget about testing different ad formats and messaging to determine which works best for each account. Regularly analyzing the performance of your campaigns will help you identify which strategies are driving the most conversions and optimize your campaigns for the best ROI.

By using account-based advertising, you can increase your reach and engage with key decision-makers at potential customers to generate more leads and sales. With the right strategies in place, you can get the most out of your campaigns and achieve your marketing goals.

Develop partnerships

Partnering with other companies to develop an account-based marketing strategy is one of the most effective ways to target specific customer accounts and drive growth. When done right, partnerships can help to create a competitive advantage, increase customer engagement, and build long-term customer relationships.

When looking for partners, it’s important to find ones that have similar customer needs and interests to ensure they are a good fit for your overall goals. This could mean partnering with a company in the same industry or similar vertical. Once you have identified potential partners, start by discussing how you can work together to achieve mutual objectives.

Once a partnership has been established, both parties should work together to develop strategies that focus on customer experience, such as targeted campaigns, joint product releases, and personalized customer outreach. These activities can help to drive targeted growth, strengthen customer loyalty, and create an opportunity for cross-promotion.

Evaluate and adjust

As you begin to execute your account based marketing strategy, it’s important to track your progress and make adjustments as needed. The best way to do this is to use key performance indicators (KPIs) to measure success. KPIs will help you determine if your efforts are leading to real results, such as increased sales, higher customer satisfaction, or improved customer engagement.

Additionally, it’s important to ensure that your ABM efforts are aligned with the overall business goals of the organization. If a particular tactic isn’t working or there is an opportunity for improvement, be sure to adjust your strategy accordingly.

To get the most out of your account based marketing efforts, it’s essential to regularly evaluate and adjust your tactics. Doing so will ensure that you maximize your investment and generate meaningful results.


Account based marketing (ABM) is a powerful strategy for targeting the right customers with the right message. By using ABM, businesses can increase efficiency, boost sales, and improve customer relationships. By utilizing the tactics and strategies outlined in this blog post, businesses can successfully use account based marketing to drive growth and build meaningful relationships with their customers.

ABM is a great way to engage customers on a deeper level, which in turn will help create loyalty and foster trust. Additionally, ABM can be used to reduce costs associated with marketing and increase ROI. With a targeted approach, businesses can make sure they are reaching the right people with the right message and create an effective strategy that drives success.

Overall, account based marketing is a powerful tool that can be used to target specific customers, generate leads, and increase conversions. By leveraging the strategies outlined in this blog post, businesses can use ABM to reach their desired goals and grow their customer base.

Why You Need an Account Based Marketing Agency?

November 12th, 2022

Should I Hire an Account Based Marketing Agency?

Account based marketing (ABM) can be a very powerful strategy for B2B marketers targeting enterprise clients, but most companies don’t practice it well. Most rely on traditional B2B marketing tactics, in which prospects pass through numerous levels of qualification or nurturing prior to conversion. If the B2B marketer is successful in getting a marketing qualified lead (MQL), the sales team likely must parse through numerous opportunities to determine if each is a sales qualified lead (SQL). This traditional process can be costly to fill the top of the funnel and then nurture the opportunities though the middle of the funnel. A lot of time, effort, and money spent can lead to low conversion rates and low return on marketing investment. 

Sales and marketing effectiveness and efficiency can be improved through strategic, well executed account based marketing. An account based marketing agency experienced in B2B strategy can help.


What is Account Based Marketing?

Account based marketing (ABM) is a business-to-business strategy that a marketer customizes to each key prospect in its target market. ABM is based on the premise that every enterprise account is unique: Different use cases, procurement practices, and buying criteria. 

Rather than solely trying to cast a wide net for inbound leads, account based marketing focuses outbound efforts toward targeted, high-value ideal accounts, which should maximize conversions and ROI. ABM is most useful when the product, service, or solution being sold has a higher price and a longer, more complex buying cycle. 

Because of the complexity, it is common for the potential client to have a buying committee of multiple influencers (personas) involved in the decision making process (e.g., members of procurement, operations, finance departments). With such a complex buying and selling process, it is logically beneficial for the seller’s marketing process to be personalized to each target account. 


How an Account Based Marketing Agency Can Help

If the seller’s marketing team is under-resourced or inexperienced in customizing unique one-off campaigns, it may be beneficial to hire an account based marketing agency to facilitate the strategy and execution. An external ABM agency can help the sales and marketing better align their goals and collaborate more strategically. For each targeted account, the ABM agency may help in identifying, researching, and understanding the target account’s various buyer personas. The agency can help repurpose generic marketing assets and messaging into customized communication workflows. The agency can help leverage and customize existing case studies, white papers, videos, presentations, articles, and proposals for each persona in each account for each stage of the buyer’s journey. 


The Account Based Marketing Process

A strong ABM strategy begins with defining the attributes that make the targeted account an ideal fit. Focusing on the traits and needs of these organizations will help the marketing team develop campaigns that leverage intentional person-to-person relationships and deploy effective messaging and placement. Because account based marketing is designed with each targeted client in mind, it can create a better customer experience, shorten the sales cycle, and increase the closing rate. An account based marketing agency can help prepare the targeted personas with thought leadership content and positioning tactics before the buyer is approached by the salesperson. As the selling cycle progresses, content can be modified and quickly delivered to each buyer persona based on the behavioral triggers in the ongoing engagement.


Benefits of Hiring Account Based Marketers

An experienced, knowledgeable, strategic account based marketing agency can execute the heavy lifting of content creation, customization, and delivery. Such an agency partner can research target markets and industries, ideal customer profiles and can deliver custom campaigns to drive sales. The best ABM agencies can research and expand one targeted campaign to reach another similar one, opening the opportunity for even greater increased revenue with little extra effort on the selling company’s part.

The success of ABM relies heavily on tracking buyer journey stages, optimizing conversion rates, and calculating customer acquisition costs (CAC). Skilled account based marketing companies like Nvent Marketing can provide reach, engagement, and conversion analytics so that future campaigns can be improved.

Check out our Nvent Marketing DesignRush Profile


Should I Hire an Account Based Marketing Agency?

If you’re still contemplating whether to hire an account based marketing agency, it may be worth the effort to get a complimentary consultation to learn more and consider the costs and benefits. Contact Nvent Marketing to get started.


7 Ways A Strategic Marketing Agency Can Improve Your Marketing ROI

September 22nd, 2022

Today, social media and online marketing are driven by digital transformation. Digital marketing has changed the way nearly every business communicates with its current and future customers, especially since the pandemic. However, 63 percent of digital marketers still struggle to personalize their services to their intended audiences today. The challenge for brand owners is understanding how marketing strategy can help execute impactful plans and generate ROI. Business marketers must align their business goals with their marketing plans. Following are seven reasons why marketing strategy is critical for marketing return on investment.


1. A strategic marketing agency can help you understand your ideal customer profile:

Understanding buyer motivation and audience behavior is critical for any business. This is especially true in niche businesses where markets, services, and products offered may be highly specific and narrow in focus. Since one brand can’t be highly valuable to every customer, it may be necessary to narrow the target audience and identify your ideal customers. The development of a marketing strategy can help in profiling your ideal buyers and specifically target them with points of relevant value as they progress through the buyer’s journey.


2. A strategic marketing agency can help you understand your customer personas:

To capture and engage your ideal customer, you need to know and understand them. What is each buyer’s role in the decision to buy your product or service? Are they motivated by the economics, utility, or user experience? Is sustainability, customer service, or low cost most important to them? How do they discover and learn about products and how do they make decisions? Your solution and your message to each potential buyer must address their pain points and desires. An effective marketing strategic plan should probably include market and customer research to validate who you are selling to, why they care, and what processes they follow in making a buying decision.


3. A strategic marketing agency can help you illuminate your business goals and values:

It’s important for your company’s leadership team and your marketing messaging to be able to effectively articulate your brand’s ethos and values. People today tend to buy from brands with meaning and purpose. Your marketing strategy and messaging plan may be to target potential customers, investors, employees, colleagues, vendors, and partners. To reach the right audience with the right message, your marketing strategy requires a clear position on why, for whom, and how.  


4. A strategic marketing agency can help you establish benchmarks and KPIs:

Marketing strategy creation can help you quantify metrics and key performance indicators (KPIs) that define the success of your campaigns, projects, and investments. Once you understand the metrics that matter the most, you can track and understand how your target audience responds to your marketing and which investments and strategies you should prioritize. Over the long term, this measurement and analysis can create the baseline to determine success or failure.


5. A strategic marketing agency can help you build a budget and plan of action:

Marketing plans are critical to ensure advanced scheduling, prioritization, proper resource allocation, and cost control. Your marketing plan will guide your team in decision making and in performance analytics. Understand all the variables in your plan, including communication channels, messaging platforms, and events. The goal is to align the short and long-term goals of your business with the marketing plan so you receive the best possible return on investment.


6. A strategic marketing agency can help you understand how you compare to your competitors:

One of the best ways to know where you stand in your market is by conducting a competitor analysis. Formulating a marketing strategy can help you understand who your competitors are targeting and how, as well as what’s working for them or not. It can be an opportunity for learning and for validating your own actions.


7. A strategic marketing agency can help you create a baseline for trend analysis:

We can see things well in hindsight because tracing patterns is simpler. A marketing strategy executed well over a period of time can help collect enormous sets of usable data for trend analysis and subsequent decision making. Data is essential for understanding audience behavior, competitors, and other market patterns that can be leveraged to push a marketing plan forward.


Developing a marketing strategy will help you focus, reduce waste, and make better business decisions. Whether you manage a business in Arizona or anywhere else in the world, a strategic marketing agency can work with you and your team to write your own roadmap that will help you navigate through the unknown ahead. If you ever decide to hire an agency, you may need to issue a web development rfp, an SEO rfp, or a social media rfp.  If so, now you are armed with more knowledge about what factors to consider.


Social media supports all marketing channels

April 3rd, 2022

marketing digital and non-digital channels

Social media needs to be integrated with non-digital channels. The old school thinking that social media is just “a secondary tactic” doesn’t fit today.

Today, customer acquisition is the top priority for most brands. It should be a part of your company’s product marketing strategy. Targeted demand generation processes must also satisfy your customers’ needs.

To stay ahead at this game changing moment where new technologies are making everything easier than ever before—from finding information on Google Search pages or Instagram stories-to engaging directly one consumer who may purchase something online without having another advertisement interrupt their experience -you need every edge possible.

People often utilize social media as an additional tool in their demand generation investment strategy, but it is important to not neglect the power of organic content marketing.

If you want your campaigns and efforts on Facebook or Twitter be effective then they need integrate paid advertisements with this type digital outreach technique so that both forms can complement each other instead just being done separately like many companies do today .

I recently spoke to a VP of a billion-dollar brand who told me about his million-dollar TV/radio ad campaign that produced negative ROI. They’re now shifting more marketing budget to digital channels. CMOs often struggle with the conflicting priorities of brand marketing and measurable demand generation. Sometimes it must be either/or, but it can be both if well integrated.

Another proof point on the value of marketing campaign integration: A new Hootsuite study of 2,000 marketers shows that 78% feel social media improves the operational efficiency of their other digital and non-digital marketing channels. I don’t think that’s too surprising. Considering the many benefits of social media marketing such as brand awareness, demand generation, and customer engagement, it’s clear that social media marketing costs can have a high financial ROI that is measurable and scalable. 

Using pixels and links in online content and hashtags in offline content can drive immediate improvement in reach, engagement, and feedback to maximize trackable ROI. Plus, scheduling timely messaging to highly tuned audiences through multiple channels can optimize conversion.