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    Articles

    Bringing Corporate Giving into Your Public Relations Plan
    By Cindy Moen

    While most business owners do not set out to build a company with the sole purpose of charitable giving, many feel the pull of corporate responsibility and philanthropy. When done discerningly, corporate philanthropy can be part of a successful public relations program.
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    Market Segmentation: The Afterlife
    By Doreen Clark

    For years, market segmentation, in the form of large and fairly non-personal groups, has been common practice for organizations and marketing teams. Data, or the analytics of data, has made it possible to remove the generic grouping and to look, with fresh eyes, at the person on the other end as a person, rather than as part of a bundle. If you understand the person, engagement will likely be higher.
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    Make a Big Impact on a Small Budget
    By Vicki LaBrosse

    It is no secret that marketing is a crucial factor in the success or failure of a business, but when budgets get tight, companies somehow rationalize marketing cutbacks. Of course, any successful marketing strategy requires money. Effective marketing is not cheap, but there are strategies you can implement for little or no cost.
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    In the Market for a New Booth?
    By Dr. Leslie Garrett

    Consider these tips and helpful hints as you investigate ordering a new booth for your next event.
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    Demonstrate Expertise with Bylined Articles
    By Jennifer Marsnik

    Promoting thought leadership can be among the most affordable and impactful strategies in creating fresh leads, nurturing existing leads and even converting new sales. And one of the best ways to demonstrate your expertise is by writing bylined articles.
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    Seriously. Why didn't you read my e-mail?
    By Melanie Brenneman

    With the multitude of marketing tools available to companies these days, email is still a solid contender for businesses trying to engage – and grow sales opportunities – with legal professionals. But that first step to success is often the hardest to broach – getting the email opened on the receiving end. There have been multiple studies into open rates, looking at topics such as best content, best length and best symbols to avoid. Here are three reasons why your open rates might not be ideal.
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    Keeping Your Cool in a Crisis
    By Cindy Moen

    A top executive just quit and went to a competitor. Your company accidentally handed over a different client’s data. Someone was able to hack your network and obtain client information. These situations are all crises, no matter the level of severity or the number of people they affect. Now is not the time to cross your fingers and hope the problem goes away on its own. By being proactive, you can ensure that the damage that might have happened from a crisis will be contained. What should you do instead of crawling under your desk and hiding?
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    The Importance of Key Messaging
    By Nicolle Martin

    Key messaging is an adept way to ensure that you are sending a consistent message about your company and the offerings you provide. First, let’s look at what a key message is.
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    Five Tips for Building Effective Relationships with the Media
    By Doreen Clark

    Technology has made the potential for relationship-building so easy that it is hard. Is it possible that we now presume that if we click “send” they will come? They will follow us? They will share our news? It is just as possible they will ignore our message. Why? Though we have the tools for media outreach, the basic skills may have been lost in the shuffle.
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    Are You Making the Most of LinkedIn?
    By Vicki LaBrosse

    If you have not integrated LinkedIn into your marketing and sales strategy, what are you waiting for? As of September 2013, LinkedIn reported that it has more than 225 million members in over 200 countries and territories.

    Since its launch in 2003, LinkedIn has diversified its business model to include other channels that seem like a logical adaptation to the application such as LinkedIn For Recruiters, For Job Seekers and For Sales Professionals.
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    Why Would Google “Sunset” Organic Search?
    By Josie Johnson

    You have probably seen the articles, including a recent one in Inc. magazine, asserting that Google is killing organic search. There are some compelling arguments that the search giant is indeed placing revenue-generating AdWords ahead of free, organic search. After all, why would Google not want to drive more people to invest in AdWords when organic search is ineffective or hard to measure? This particular article and many others focus on the slow takeover that ads are staging on search page real estate.
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    Beyond Brochures
    By Jennifer Marsnik

    Now more than ever, organizations must find creative and compelling ways to tell their story and engage potential clients in a way that leaves them wanting to learn more. People are inundated with media and messages today through channels that did not exist just a generation ago.
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    10 Lead Generation Tactics for Exhibitors
    By Dr. Leslie Garrett

    Lead generation tactics can range from spur of the moment safety-net initiatives thought-up out of necessity to well-planned and strategic initiatives that require preparation and pre-event marketing months in advance of the event. Regardless of the tactic, getting prospects to the booth is one aspect, having a well-trained booth staff who can engage them in conversation or a demonstration is another.
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    Knowledge Is Power
    By Vicki LaBrosse

    Information is the heart of business today, and one of the best ways to keep your finger on the pulse of your company is to gather feedback from your customer base. Surveys are one of the primary vehicles for collecting information and gaining valuable insight into your business. Follow these simple steps to create a meaningful survey that produces useful results.
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    10 Tips for Creating Winning Press Releases
    By Erin Jones

    If you want to get your company noticed, in a hurry, press releases are one of the most effective ways to achieve rapid results – but only when they are well crafted and executed flawlessly. Follow these 10 tips and you’ll be amazed at the website traffic, leads and sales that can result from this public relations mainstay.
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    Don’t Let Marketing Leads Wither on the Vine!
    By Josie Johnson

    When the CEO asks about marketing, the question is “how has the investment in marketing contributed to revenue?” Even though they are critical elements to success and can’t take a backseat, all the beautiful websites and brochures, prolific article placements and spot-on branding strategies in the world will not justify your budget or get you more money. You need leads. And you need those leads to lead to something! That is where a lead nurturing strategy comes into play.
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    Avoid the “All-You-Can- Eat” Social Media Buffet
    By Melanie Brenneman

    Competitive eating fascinates me. It is not so much the fact that contestants eat so much, but rather the thought that the successful ones put into the process. For example, take Nathan's Famous July 4 International Hot Dog-Eating Contest. The contestants may look like they are cramming hotdogs into their pie holes faster than mustard comes out of a bottle, but they are also soaking the buns in water to make them easier to swallow or using the Solomon Method to down those weenies faster than the eater beside them.
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    If You Build It, They Will Come
    By Cindy Kremer Moen

    Whether you are a new entrepreneur or a business owner who has just never taken the time, creating a marketing plan may seem like a daunting task. There really are only a few steps, though, for generating a simple plan that will make the most of every marketing dollar.
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    Dos and Don’ts for Media Interviews
    By Nicolle Martin

    “I thought I was off the record!” When speaking with a reporter, you should never assume you are off the record. So, how can you avoid ever having to say those words to anyone after an article has been published about your company? Here are a few tips to help you get ready next time you are being interviewed by a member of the media.
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    How to Make the Most of Your Event Investments
    By Jennifer Marsnik

    Like all marketing activities, investing in events can yield terrific results – but can also be a waste of time and money when not well-planned and executed. There are many reasons some events deliver a good return on investment (ROI) and others do not. While external factors may occasionally determine an event’s outcome, most often we control our own success or failure.
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    Top 10 Tips to Enhance Your Website for Google Search
    By Leslie Garrett

    Let’s face it, not everyone can be a star when it comes to creating a website that is visually appealing and ranks high in the search engines. Improving your website for Google search is not about designing with the latest whiz-bang glitz and glam, it is just plain smart business.
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    Be More than a Super-marketing-hero
    By Amy Juers

    Marketing spending among B2B companies certainly underwent wild fluctuations during the 2008-2010 time period. Not only did spending change, but tactics changed as well. With online marketing on the rise, should marketers maintain a balanced approach with the budgets they created and deployed?
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    Marketing and PR Social Networking Best Practices
    By Amy Juers
    Published by The National Law Review on natlawreview.com

    When should your team get involved in social networking marketing tactics, and which sites offer the most appropriate venue to shorten the sales cycle? Many marketing departments are still holding back on this initiative for good reason, it is practically impossible to manage what you do not understand.
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    Get the Competitive Edge
    Published by the Editors of LegalTechBase.com

    Edge Legal Marketing is the largest marketing and public relations agency that specifically supports companies who provide technologies and services to the legal industry. Their unique background puts Edge Legal Marketing in a superior position to understand the differing needs of law firms; the differing practice areas of attorneys and paralegals; that corporate counsel at Fortune 500 companies have different priorities than those in smaller corporations; and that law firm CTOs, partners, IT professionals, firm administrators, paralegals and legal secretaries must be reached in ways that show a full understanding of both their pressures and responsibilities.
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    Public Relations in Litigation Support
    Joe Howie
    Published by ALSPonline.org

    We try to cover all aspects of litigation support in ALSP Update, and public relations (PR) is one important aspect that often goes on largely behind-the-scenes. This article describes what PR is, how it fits with advertising, marketing and sales and provides a look at some of the PR agencies operating in the litigation support market. If you're associated with a vendor or law firm, this may be of interest to you to help promote your organization's services. In any event, it will hopefully shed some insight into how much the content you read came to be written.
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