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Archive for the ‘Legal Marketing’ Columns

The ABCs of Client Classification

How can you save time and money marketing your law firm? Drop a few clients.

Yes, drop. Some lawyers are better than others at saying no to taking on certain clients. Some groups can more easily spell out the criteria for their ideal client than others. And some firms are better than others about enforcing client intake policies. But very few lawyers, practice groups, or firms have committed to regularly culling their client lists for The Clients Who Aren’t Worth the Trouble.

But how do you know who those clients are? That’s where client classification comes in. Classifying your clients . . . [more]

Posted in: Legal Marketing

Giving Back

Giving back is when we give and then nothing happens. No benefits for you, no recognition, nothing tangible gets sent your way. The biggest and sole reward is the realization that we have made a difference. However, there is very little in life do we do and “nothing” happens. Gaining skills, knowledge and expertise are common side effects and giving others your time may bring you interesting and challenging opportunities that might not come along otherwise.

Being a good corporate citizen has many different values and is assessed in many ways. One of the key assessments is to be recognized . . . [more]

Posted in: Legal Marketing

Planning for Succession: Part Two

In Part One I explained why proper succession planning is so important. I also touched on why senior partners might be reluctant to retire, and offered advice on how to overcome this hesitancy. In that post I also provided a broader view on the definition of succession, suggesting it be considered more of an evolutionary process than an act in a point of time.

I suggested that strong business management is managing through constant change, and that this change should be actively managed in a law firm at three levels: the Partnership (and eventual transfer of ownership); practice groups, and . . . [more]

Posted in: Legal Marketing

The Ten Commandments of Professionalism

Create a habit of professionalism—allowing you to move forward with the important things – landing the job of your dreams, taking care of the clients you like working with, growing your practice and achieving your career goals.

Here is everything you need to know…

  1. Attitude. I’ll never do this or I can do this. I hate networking or I love meeting people. I know everything or I could use some help. I hope it happens or it will happen. Change your thoughts and you will change your life. Who do you want to be? It’s your choice.
  2. Do What You
. . . [more]
Posted in: Legal Marketing

Planning for Succession: Part One

Over half of my clients are focussed on how to survive the transition from a first to a second-generation law firm. This is a critical and difficult business subject to deal with so I will explain the issue and its solutions over two SLAW postings. In this first one, I’ll seek to broaden your perspective of succession, describe why its implementation is so critical to a firm, and set the framework for meeting this business need.

This Shouldn’t Be Emergency Planning

Lawyers are of course human beings, and they age just like the rest of us. That means that they . . . [more]

Posted in: Legal Marketing, Practice of Law

Our Relaunched Intranet – One Year Later

In April of 2016, I wrote about our ambitious project of re-building our corporate intranet. Our previous site had become a dumping ground of information that was poorly maintained and was woefully out of date. During the project, we removed nearly 85% of the content, upgraded a number of internal applications, made the site user friendly and improved the overall usability. We held focus groups and engaged junior, intermediate and senior staff in our decision to ensure the product we delivered would meet their needs.

In May this year, we asked staff for their opinion of the new site. . . . [more]

Posted in: Legal Marketing

Get SMART About Setting Marketing Goals

New clients will often ask me: “What do you need from us?” I do an intake interview to learn about their practice groups, their clients, and their current profitability. Then I ask them for their marketing goal.

Before the relieved look of “That’s it? That’s all it’s going to take?” leaves their faces, I hasten to tell them that they must thrash out a SMART goal. That’s Specific, Measurable, Achievable, Relevant, and Timely. It’s anything but easy, yet without it, most firms’ marketing initiatives will degenerate into unfocussed, ad hoc, pet projects that don’t . . . [more]

Posted in: Legal Marketing

Client Relationship Report Card: A for Effort?

Though the market is more competitive now than ever, new revenue opportunities arise regularly. One of the keys to taking advantage of them is through strong relationships and a robust network of contacts. It should also go without saying that having strong client relationships is the best defensive tactic to guard against encroachment by competitors.

As we head into the summer months, it’s a good time to pause and reflect on your client relationship building and business development activities so far this year. If you had to grade your efforts, would you get an A or a C? If a . . . [more]

Posted in: Legal Marketing

2017 Legal Marketing Trends: Are They Resonating With You?

The state of legal marketing is in constant flux. New strategies emerge, opportunities arise, and tech continues to disrupt even the most established business practices. You can’t make changes if you don’t see them coming, which is why every year we bring together leading marketing strategists and technologists to discuss their thoughts on the most important marketing trends. Back in January, our experts predicted that we would be in for a disruptive year. They weren’t wrong, but with half of the year already behind us, I wonder which of these predicted trends you feel has come to pass and which . . . [more]

Posted in: Legal Marketing

Is Your Law Firm Brand Reflected in All the Right Places and Spaces?

So you’ve hired an external consultant to help you with your law firm brand. If they are any good, they’ll have worked with you not just to build a great visual brand that involves your brand identity (logo, colours and fonts), website and marketing collateral but they’ll have taken a more holistic approach ensuring that the visual brand supports a verbal brand that included the key messaging of the firm. These days prospects find their lawyers online, or if by word of mouth, verified online. If all they see and read meet their needs and expectations then often you have . . . [more]

Posted in: Legal Marketing

Building Word-of-Mouth Referrals

Research shows that about 80% of buying decisions, from cars to legal services, are made on recommendation from someone else. It’s that elusive ‘word of mouth’ that everyone says is the best way to promote a law practice, but few know how to generate.

The place to start is with your referral sources.

Do you know who referred your firm’s top 25 clients to you? Does it matter? If your firm is doing well, you may not think so. But successful firms look ahead: if your biggest source of referrals has just been taken over by an international conglomerate with . . . [more]

Posted in: Legal Marketing

Multichannel Communication

Companies have stories to tell, pitches to make and information to be shared. Using a “multichannel communication” program sounds pretty cool, but what is it? Is this new? And what channels are available?

To understand multichannel communication, it is important to appreciate that there are different ways of sharing information – push, passive and interactive. Email and social are great ways to push content, whereas as passive methods such as an intranet or posters require people have to seek your content. In person, either through meetings or tools such as YouTube Live, allow for interaction which generally offer the most . . . [more]

Posted in: Legal Marketing