CONSCIOUSNESS TAKES FORM AT GARY PERRONE’S GALLERY 550 EXHIBITION
Though no office is complete without a smattering of wall art, Globe Runner takes it a step further, using its space as a dedicated gallery. With a rotating cast of local talent on display, each show is unique and each opening event is grand.
This month was no exception.
Globe Runner’s November Artist Exhibition
Wednesday, November 1, Oak Cliff artist Gary Perrone joined Globe Runner and Addison’s finest to debut his recent collection. The cocktail party that followed was a welcomed celebration of his multilayered detail of the endless rhythm of thoughts and consciousness.
After a brief introduction by Globe Runner’s founder and own artist, Eric McGehearty, guests were free to ponder on the colorful chaos of thought in form.
We are pleased to host this important work and trust that the members of our Addison community were as moved as we were by Perrone’s exhibit.
To see more photos of the event, keep scrolling!
Art fans ponder ‘Escape’
‘Static’ (L) and ‘Synesthesia’ (R) in review
The Contemplation of ‘Separation’
Detail shot of ‘Surf’
Perrone’s art will be on display at the Globe Runner offices until February 2018, when the next rotation is displayed.
Looking Back at Our Previous Exhibition
This past June, Globe Runner held an exhibition for our previous artist: Hilda LaFleur.
EMAIL MARKETING FOR ATTORNEYS
Email marketing isn’t dead. In fact, it’s growing, which is great for the legal industry. Why? Because according to Signupto.com’s 2017 Email Marketing Benchmark Report, the legal industry has the second highest email open rate out of the 29 industries they evaluated.
But, let’s face it, email marketing gets a bad rap. Many companies, including law firms, shy away from it for two reasons: 1) it’s not new and 2) it’s often associated with spam. There’s no response to the first point. It isn’t new. But who cares, if it works? Regarding the second point: if you’re not selling anything, you include your address and phone number, and you offer an easy opt-out (unsubscribe) link, then you’re not in violation of the CAN-SPAM Act of 2003.
The following tips will give you points to consider if you’re going to implement an email marketing campaign for your law firm (and why wouldn’t you)? Email marketing offers the highest ROI when compared to other elements of a digital marketing strategy.
Build your list
The success of your email campaign will only be as effective as the list you’re using. If you have a great email list of prospects that fit your ideal client’s criteria (e.g. age, occupation, income, education levels, zip codes), or have a source that will provide a list like this, then you’re set. If you’re going to manage it, the ability to segment your list will be important if you’ll have different messages for various types of prospects.
Day and Time
It’s been proven time and again that the best day to send out emails is Tuesday. Wednesdays and Thursdays are OK, but steer clear of Mondays and Fridays. Studies have shown that just before lunch is the best time of the day to send out emails. The next best time is between 8 pm and midnight. That’s because people like to check their inbox prior to hitting the hay.
Mobile Optimized
Well over 50% of people read emails on mobile devices, such as smart phones and tablets. So, if your email campaign isn’t mobile optimized, a large chunk of your audience may scroll right past your message.
Don’t Sell, Nurture
Email campaigns are for lead nurturing, and the best way to accomplish this is by educating readers on a topic they can use, either now or down the road. If you have a newsletter or blog, an email campaign promoting them is one of the best ways to nurture the relationship. Just ensure that the sign-up form is simple, short and intuitive. If they have to do work or think too much, you’ll lose them.
If readers sense that they’re being sold to, you can forget about nurturing the relationship. If you’re worried people will consider your email marketing campaign as nothing more than spam, don’t sell─ever!
Always offer a simple opt-out
As mentioned earlier, failing to offer an “unsubscribe” feature is against the law. But don’t bury the opt-out feature in 2-point type in some hard-to-find nook or cranny of the email. You wouldn’t like this and the recipients of your emails won’t either.
LAW FIRM PRACTICE AREAS WE OFFER LEGAL EMAIL MARKETING SERVICES FOR
Bankruptcy
Business Law
Business Litigation
Child Custody
Civil Litigation
Corporate Law
Criminal Law
Divorce
DUI/DWI
Estate Planning
Family Law
General Practice
Health Care
Immigration
Labor and Employment
Landlord and Tenant Law
Slander and Defamation
Medical Malpractice
Medicare and Medicaid
Personal Injury
Real Estate
Social Security Disability
Wills and Probate
Workers Compensation
For more information about email marketing for attorneys, contact the digital marketing experts at Accelerate Online Marketing. We specialize in helping law firms get the most out of their digital marketing strategy.
WHO’LL RUN THE WORLD? VISUALS.
In online spaces, visuals are king. It’s a show not tell world where consumers are all but eschewing words in favor of graphics. Be it videos, photos or emojis, the demand is clear. When communicating marketing messages, best to use visual stories with limited text, if not in lieu it entirely.
That is unless you’re using it as a highlights reel for your Facebook content. Digiday estimates that 85% of videos are watched without sound, so a subtitle or two is key.
Want to capture the fleeting attention of your target audience and expand your reach? These Instagram stats help demonstrate why effective online marketing campaigns are heavy on the visuals.
IG User and Engagement Statistics
600 million Instagrammers can’t be wrong. Users on the photo and video sharing platform now outnumber both twitter and snapchat, and show no signs of slowing. ‘Grammers are a loyal group who make a daily practice of engaging with visual content.
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Here’s a numerical look at why businesses are capitalizing on video marketing’s impressive reach.
- 400 million Instagram users are active every day, posting a mind-bending 95 million photos daily.
- Each month, users search “Instagram” more than 16,600,000 times on Google.
- The ‘Gram has grown from 1.6 million registered businesses to more than15 million business profiles in less than a year.
- As of 2017, more than 7% of US businesses are active on Instagram.
- Instagram released data that showed80% of its users follow at least one brand on IG.
- They also found that 30% of Instagram followershave made a direct purchase based on a post they saw on Instagram.
- Instagram online advertising has jumped to 1 million since 2016.
- Users of newer features like Instagram Stories already top 250 million daily, beating out competitors like Snapchat.
- Posts with faces tend to garner 38% more engagement than those without.
- Emojis are featured in more than half of all IG captions and comments.
How Visuals can Improve your Brand Strategy
The best branding strategies engage our sense of sight. And for good reason.
Research shows the brain can process visual information 60,000 times faster than even a small block of text.
Perhaps that’s why the same study revealed that 46% of surveyed participants view web design as the primary indicator that a company is credible. What does that say to us? When the images are high quality they change the way your buyers see and engage with your brand or product.
Ultimately, as our fleeting attention darts from one task and platform to the next, it’s starting to feel like visual content is the only marketing tactic with staying power.
Want some help harnessing the potential of visual content marketing? We’re ready to blast off when you are.
SPOOKY GOOD HALLOWEEN ACTIVITIES FOR THE WORKPLACE
All of us have an inner child. It’s practically guaranteed that he or she loves Halloween. Appealing to them in the workplace may sound counterintuitive at first, but in truth it can be a great way to motivate your team.
Whether you’re a digital marketing agency or paper company creating a teamwork-centric office culture, improving company morale can reduce employee turnover and lead to increased productivity. It’s the last two months of the year, so no time like the present.
Looking for some fun ways to celebrate Halloween at work? Think of these office place Halloween activities less like workday distractions and more like motivational team building techniques.
Encourage Costumes
Work appropriate Halloween costumes give you a look at the man behind (or in this case, inside) the mask. Meaning, seeing an employee’s interests expressed through costume gives you valuable insight into who they are outside the cubicle. It’s a natural conversation starter that can lead to deeper ties among team members and senior staff alike.
It can also lessen the divide between upper management and the rest of the team. Costumes are a great equalizer. In seeing executives and directors dressed up and mingling they may become more relatable. Really isn’t any small departure from “intimidating” a good thing?
Invite the Fam
In some cases, employees spend more hours of the day at the office than they do with their families. An office Halloween party is a great opportunity to include your employee’s loved ones. It gives them a chance to see where and how mom and dad spend their days. It also allows entire families to bond and strengthen relationships internally.
Whether you invite the kids to trick or treat around the office or have a special Halloween cookie decorating party just for the little ones, extending the invitation to family is always a great idea.
Schedule a Volunteer day
Research shows that millennials are especially keen on, and motivated by, purpose. In fact, a millennial impact report published by Forbes says as many as, “81% of Millennial employees wanted to participate in company-wide volunteer days.”
The same study showed some correlation between employee retention and participation in purpose-oriented causes.
Being as close as it is to the holidays, the Halloween season is the ideal time of year to give back to communities in need. Try inviting special needs children to trick or treat in your office, visiting with the elderly for a day, or leading a collection effort.
Whichever you choose, don’t hesitate to put the extra energy to good use on Halloween. It’s also an easy way to improve your reputation management goals!
Celebrate with a Contest
There are no shortage of games or friendly Halloween contests you can host in the workplace. Bonus points if you can divide the entire team by department or into smaller groups. It’ll help facilitate the team building.
Some popular office Halloween activities include:
- Departmental cubicle decorating contest
- Guessing game of how many candy corns are in a container
- Department-wide pumpkin carving contest
- Best costume contest awards like (best homemade, scariest, funniest, most realistic)
Ultimately, work Halloween festivities are great office energizers. Done right, they can bring your team closer together and give everyone a chance to have a scary good time before killing your sales goals in Q4.
DALLAS AGENCY TO HOST ART EXHIBIT THAT CAPTURES THOUGHTS IN FORM
Experience the endless rhythm of conscious at Oak Cliff artist’s November Gallery 550 opening
Event: Wednesday, November 1, 6:30-9pm
Location: Globe Runner, Gallery 550, 16415 Addison Rd #550, Addison, TX 75001
Artist: Gary Perrone
For a few years, the walls at Globe Runner, a Dallas-based digital marketing agency, have been a haven for art. Next week, they’re hosting a come-and-go cocktail party and art opening featuring Oak Cliff-based artist, Gary Perrone.
The event is part of a quarterly initiative to make a positive contribution to Addison’s community and culture.
Perrone’s exhibit started with one idea: to give shape to the artist’s inner thought processes, transferring the visual noise within his mind to canvas.
Perrone has been creating fine art since 2001. For the last few years he’s been grappling with questions like, what do thoughts look like and how can they be rendered visually? He uses his internal mindscape as his muse, paying close attention to how creativity moves through his awareness. His paintings, referred to as Subroutines, attempt to capture the endless rhythm of thought, otherwise known as the “white noise” of the greater consciousness.
“The concept for my paintings is based on the idea that thoughts, indiscernible to the naked eye, can be represented visually,” says Perrone. “I see mental subroutines as having rhythm and chaos and color; they are omnipresent layers that can obscure the true nature of things. A certain kind of order emerges as thoughts materialize on the canvas, which I believe reveals the innermost self.”
The event is free and open to the public. RSVP to the November 1 event here.
About Globe Runner
Globe Runner is an Addison, Texas-based agency that specializes in branding, digital marketing, search engine optimization(SEO) and advertising. It has over 60 local, national and international B2C and B2B clients in consumer-packaged goods (CPG), beauty, credit repair, fashion, healthcare, home and interiors, jewelry, legal services and sports. Globe Runner sits on the boards of the Dallas Fort Worth Search Engine Marketing Association (DFWSEM) and the Social Media Club of Dallas (SMC Dallas). The agency’s staff and work have been featured in the Wall Street Journal, Forbes and Adweek.
About Gary Perrone
Perrone, an Oak Cliff resident, became a disciple of graphic design upon obtaining a BFA from the University of Hartford/Hartford Art School in 1983. Since then he has been a designer and creative director in both New York City and Dallas and is currently a full-time artist in Dallas.
FACEBOOK ADVERTISING FOR LAW FIRMS
Facebook Advertising for Law Firms
Gone are the days when Facebook was primarily used for reconnecting with old friends. Now it’s far more than that, especially in the business world. Facebook is projected to earn close to $30 billion in advertising revenue in 2017. There’s a reason for this extraordinary revenue growth ─it works very well.
According to Attorney at Work’s recent Social Media Marketing Survey, eighty percent (80%) of attorneys use Facebook on a regular basis. Forty percent (40%) utilize social media advertising, and half of those use Facebook Ads.
Unlike Google Ads, Facebook advertising allows law firms to target their prospects with more pinpoint precision. As a result of this better targeting, Facebook advertising often results in a lower cost per click (CPC) and better ROI. Like Google Ads, Facebook paid advertising is auction-based.
Following are the four (4) basic elements involved in creating a Facebook paid advertising campaign for your law firm.
In Facebook, you can create an advertising campaign by selecting “Create Ads” from the dropdown menu in the upper right of the home page. From there, you’ll have the opportunity to select the campaign’s objective from a provided list of options. For instance, some attorneys with a specific niche seek to build a following (objective: likes) that they can then send their own unique content throughout the month. Others would rather drive clicks on a landing page (objective: traffic) and others might want to build a following for their business page (objective: likes).
Here’s where you can pinpoint your ideal target client. You can select locations, ages, interests and a host of other criteria. There are dozens of options for selecting your ideal target audience. For instance, a firm with that specializes in employment law can target those that work in human resources departments. Once you select your target audience, Facebook will list the potential reach based on these demographics.
3. Choose Budget and Bid Strategy
Simply enter the maximum dollar amount that you’d like to spend in a day or over a period of time. Also, you can select when you’d like the advertisement to begin and end. You may set your own bid or select automatic bidding. There are a few other choices to make, such as paying per impression or paying per click.
4. Create Your Ad
After you’ve selected your target market and have set your budget and bid parameters, Facebook helps you create your advertisement. After selecting one of the different formatting options, you can begin to upload pictures, images or a slide show. You’ll also need to enter your advertisement’s headline, your firm’s URL, and any text to be included in the advertisement.
LAW FIRM PRACTICE AREAS WE OFFER LEGAL FACEBOOK ADVERTISING SERVICES FOR
Business Law
Business Litigation
Child Custody
Civil Litigation
Corporate Law
Criminal Law
Estate Planning
Family Law
General Practice
Health Care
Immigration
Labor and Employment
Landlord and Tenant Law
Medical Malpractice
Medicare and Medicaid
Personal Injury
Real Estate
Social Security Disability
Wills and Probate
Workers Compensation
These four basic elements of a Facebook paid advertising campaign just scratch the surface, but they will get you headed in the right direction. If you’d like assistance with Facebook advertising for your law firm, contact Accelerate Online Marketing at (877) 676-2010. We specialize in helping law firms get the most out of their Facebook paid advertising dollars.
WHY PRINT ADVERTISING VS DIGITAL MARKETING IS A MISTAKE
Year after year consumers spend increasingly fewer hours away from their devices. They work, shop and engage socially in online platforms, consuming digital media at a feverish pace. In one year, from 2015 to 2016, the number of hours Americans spent in front of a screen rose about 90 minutes. That average now tops about 11 hours of daily screen time.
Given our demand for digital, it does make sense to invest many ad dollars online, but writing off all non-digital media is a big mistake.
Think paper content is obsolete? We have news for you.
As we’ll see, multi-channel marketing strategies that utilize both can tap into the benefits of traditional print and paper advertising while leveraging the omnipresence of those online.
Multi-Channel Marketing Defined
Let’s start by laying the groundwork for what a well-rounded marketing strategy might look like.
Simply put, it’s a plan that uses on and offline avenues to get your brand in front of as many potential customers as possible. One strategy; multiple platforms. Dedicating yourself exclusively to digital marketing tactics may yield results initially, but utilizing analog channels like direct mail or print ads has the potential to target leads over the long-term.
Another way to frame it: multi-channel marketing makes your product or service available on the platforms your customers frequent, making it easy for them to make purchases when and where they want.
Deconstructing Digital Marketing
Don’t get us wrong. We are huge proponents of online advertising. It’s measurable, it’s malleable and it’s effective. Digital ads can be specifically targeted to your audience and changed as the data demands.
However, it’s important to remember that just because something’s more trackable doesn’t mean other avenues don’t have value in building and solidifying your brand.
Depending on the type of campaign you want to run, digital may fall short. For example, one study at San Jose State University found customers are more likely to browse your ad, scanning for keywords before quickly moving on. They’re consumed and processed more quickly. If your goal is to disseminate important and concrete product information, this selective reading and spotty attention span associated with some digital media could inhibit your sale.
The point is, the instantaneous access provided by an Instagram ad or Google PPC campaign is a powerful tool, and really, the benefits of a well-planned digital marketing strategy cannot be overstated. Still, they’re not always the best, and certainly not the only, way to play.
Investigating Print Ads
This brings us to the paper-based content that forms more traditional advertisements. Generally speaking, it requires less brainpower to process and is more memorable than digital media. Because it’s tangible, the brain tends to categorize physical material differently. Memories are created with more context–where you were, how it felt to hold it–offering a more sensory and emotional experience of the advertisement.
One 2009 study conducted by Bangor University and branding agency Millward Brown found that print ads and paper content increased the brain’s connection to internal feelings, implying that customers were more likely to “internalize” the ad.
Another study conducted for the U.S. Post Office found:
- Viewers engaged with paper ads for extended periods of time.
- Respondents were able to recall more information from the ad (including company name) more than a week after they first viewed it.
- The centers of the brain that are responsible for regulating value and desire were highly active when viewing physical ads.
Essentially, it’s like the difference between receiving an email or Facebook message on your birthday, and getting a hand-written card in the mail. Both are special, but one stands out more than the other.
Planning Consumer Oriented Content
Without question, when planning your outreach efforts, go where the consumer is. This may vary based on your market.
If they have a preferred channel, you need to be on it. This may mean reaching out more than once so you catch them at the right time, in the right place and with the right message.
Make sure you’ve researched your target audience thoroughly to find out where they dwell both online and off. Create customer surveys to collect data. Use buyer personas in-house. Rely on A/B testing to measure the effectiveness of your digital marketing collateral.
You may find some products like luxury items or brands with unique services lend themselves better for print materials. Others with less emotional motivation or merchandise with more SKUs than visuals might be more effective for online channels.
A Message to Marketers
We live in a digital world, but that doesn’t mean the world is entirely digital. Your advertisements shouldn’t be either. Print ads still hold power. When paired with the right online marketing initiatives, they’re likely to drive digital sales. Mix up your media to broaden and bolster your brand experience.
Need a little help? Let’s strategize together.
REPUTATION & REVIEW MANAGEMENT FOR LAW FIRMS
The Importance of Reputation & Review Management for Attorneys
You might think online reviews are only important when it comes to tangible items (appliances, cars) or trades (electricians, exterminators). Not so. Consider the following data concerning the importance of online reviews for lawyers:
- 66% of consumers say they’d be more likely to hire an attorney with online reviews.
- 60% of consumers say they have considered online reviews when choosing a professional service provider, such as a lawyer or doctor. And that number jumps to 71% for Millennials.
Monitor What’s Being Said About You and Your Firm
Do you know the status of your online reputation? You should. Try doing an online search on your name and your firm’s name and look for your reviews. If you find a negative review, don’t ignore it. It’s not going away. Always respond to negative reviews in a positive, professional manner. Be empathetic. It might be tempting to respond with a nasty diatribe, but don’t; you’ll only lend credence to the negative review.
Ask for Online Reviews…from Everybody
This might fall way outside of your comfort zone, but it is important. Ask your clients to review you. The following are the most common sites where attorney online reviews can be found: LinkedIn, Avvo, Yelp, Yahoo, Google, Facebook, Lawyers.com, LawyerRating.com, and Martindale.com. If anybody tells you that attorneys don’t ask for reviews, that they’re beneath the legal profession, refer to the aforementioned statistics. Asking for reviews and referrals is part of doing business in the 21st century.
Publicize Positive Reviews
Don’t assume positive reviews will magically fall into the right hands. Let people know your satisfied clients are willing to take the time to share their opinions about your legal expertise and customer service excellence. Put your reviews on your website and link them to online profiles you maintain.
LAW FIRM PRACTICE AREAS WE OFFER LAW FIRM REPUTATION MANAGEMENT SERVICES FOR
Bankruptcy
Business Law
Business Litigation
Child Custody
Civil Litigation
Corporate Law
Criminal Law
Divorce
Estate Planning
Family Law
General Practice
Health Care
Immigration
Labor and Employment
Landlord and Tenant Law
Slander and Defamation
Medical Malpractice
Medicare and Medicaid
Personal Injury
Real Estate
Social Security Disability
Wills and Probate
Workers Compensation
If you have questions about your law firm’s reputation and review management, contact Accelerate Online Marketing (Accelerate). We’re an award-winning digital marketing agency that focuses on law firm marketing. We make digital marketing easy for attorneys.
SUCCESSFUL BRANDS LEAD WITH CORE VALUES
With these values as the foundation, they build companies distinct from the competition, who are aligned with their target audience and that make a difference.
But it’s more than simply communicating a strong value-based message. It’s about demonstrating it. Let’s take a look at how successful brands are leading the charge with strong company values.
What is Values-Based Marketing?
There’s nothing more unique, and quite frankly marketable, than a company’s individual values. Differentiating these can help position a brand far above the competition. Drafting your messaging in alignment with these overarching principles is the essence of value-based marketing.
Make sure each value is sustainable enough to carry you through the long-term, but flexible enough it can be shifted as the market ebbs.
To give you an idea of the kinds of relevant core values that resonate with customers, here’s an overview of the words and work Globe Runner lives by:
- Play to Win
- Be the Spark
- Lead with Integrity
- Own the Work
- Put Clients First
- Never Stop Learning
Distilling these core values into a workable mission statement is the best way to gain traction.
What’s in an effective mission statement?
More than any other function, the mission statement makes clear the purpose of your business. When drafting, focus on demonstrating what you do, who you are, who you serve and how you do it.
It can and should be simple, so long as it effectively addresses why you exist at all and what you’re striving toward. (Usually outlined by a long-term goal.)
This is not to be confused with a company vision statement, which is more directed toward how you plan to impact the community at large.
Used together, a mission and vision statement serve as guideposts for success. They keep the company focused, serving as a litmus test for decision-making and action taking.
Start by hearing out your leadership team. Let them wax poetic about why the company was started and where it’s headed.
At Globe Runner, we started by making note of how we dedicate ourselves to customers, what experience we bring to the table and how we innovate based on the market.
The result? A three-part mission statement hinged on our guiding core values first, branding second.
Values Before Branding
Values-based marketing puts your purpose at the core of what you do and sets the framework for your branding. Not the other way around.
Done right, it taps into the emotions that drive consumer decisions and turns buyers into advocates. That meaningful brand connection is at the heart of what more than 87% consumers report that they look for when shopping, according to a 2014 Edelman brandshare survey.
Making this shift from product-pushy to customer-committed creates a lasting impression that can carry a sale from initial engagement to loyal customer.
In the end, attention is fleeting. Innate values usually aren’t.
Need help prioritizing and promoting your core values? Globe Runner is an expert at executing effective rebrands that do just that. We’d love to partner up and re-fuel you for success.
Call Globe Runner and talk to a member of our creative team at 877.646.6118 or simply enter your information in our contact form and we will help you get launched.
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