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Archive for the ‘Legal Marketing’ Columns

Prospecting

Everyone gets excited when a new client comes on board. Once they are signed, keeping them and providing excellent experience is a must. But how do you get that client to sign in the first place?

Winning new business in a competitive legal industry is not easy. There is a lot of money involved and often a lot of emotion in the decision. We know that today clients are buying value more than ever, they want total solutions and they are willing to select individuals best suited to resolve the issues at hand rather than staying with a firm they . . . [more]

Posted in: Legal Marketing

Why Do I Need a Marketing Plan?

If you were to go on a holiday, would you just jump in your car and start driving? Of course you wouldn’t. You’d determine your destination. You’d figure out the best time to go. You’d book accommodations and make travel arrangements. You’d consider the costs involved, and you’d pack according to the weather and your planned activities. And that’s just a holiday. But when lawyers run a $500k to a million dollar practice, they do so with far less planning. In doing so they are operating with far more risk, far less control, and ultimately may be leaving money and . . . [more]

Posted in: Legal Marketing

It’s the Most Wonderful Time of the Year! It’s Rankings Season!

If you read a little bit of sarcasm in the title, you read it correctly. Law firm marketers across the country are scrutinizing recently released business law firm rankings, while growing increasingly anxious about looming submission deadlines in mid-December. It’s an intense time of year, one that makes many of us question the value of participating in various rankings processes.

But given that firms of all sizes are paying more attention to rankings than ever before, the perception of the value of rankings, particularly when aggregated across a firm, remains high. Many firms are developing specific strategies and devoting greater . . . [more]

Posted in: Legal Marketing

Should Digital Marketing Be Important to Lawyers?

2016 has seen a continued focus on digital strategy in the Canadian legal market. Legal industry professionals have been late adopters of digital processes. However, the continued disruption in the Canadian legal market has placed pressure on law firms to find new ways to increase brand awareness and to meet client expectations. So what do law firms need to implement digital policies that improve their bottom line and the client experience? Information and a thorough understanding of client needs.

For the second year in a row, fSquared Marketing has gathered data on the Canadian legal market, to help law firms . . . [more]

Posted in: Legal Marketing

Give, and You Will Receive: The Power of the Network

Have you ever wondered how some people always seem to have the inside track? Or always “know someone” who can give them the inside scoop? Or can always “call a friend” to find out something or ask a favour?

That’s not just family connections or personal charm at work. It’s the power of the network, that invisible web that we all need, whether it’s new parents looking for advice, hand-me-downs and babysitters, or lawyers looking for business. You may feel that you’ve got where you are today by hard work, not by who you know. You may even feel offended . . . [more]

Posted in: Legal Marketing

What Do You Do?

What do you do? It is a seemingly easy question. It may be an invitation for small talk or formal proposal. But how do you respond? What things should you mention? How much should you say? It is an open-ended question that should be easy to answer and yet your response is dictated by where you are, who you are speaking to and what you have to offer them. Yikes!

The basic principle of a good response is to cover as much territory as you can in as small a space as possible. You do not know what will pique . . . [more]

Posted in: Legal Marketing

How Branding Works (And Why Law Firms Should Care)

In the olden days we weren’t allowed to say the M word (marketing) within 50 meters of a law firm because it was considered too unprofessional and trendy. Now, Partners throw around the B word (branding) like there’s no tomorrow! Yet in my experience, very few lawyers understand what branding is, why it works, and how to use it to their advantage. So here’s a primer on branding for lawyers and those who support them marketing-wise.

If you’ve seen Mad Men then you know about the ad agency business in the fifties. That was the advent of strategic marketing. At . . . [more]

Posted in: Legal Marketing

“Success Doesn’t Just Happen. It’s Planned For.”

According to a recent video post by BTI’s Mad Clientist, Big Law is winning new work and new clients, due in part to the adoption of an aggressive mindset and the strategic allocation its business development and marketing resources. Having worked in Big Law for the last six years, this was one of two recent posts that validates my experience in Big Law amid a lot of noise about its decline (the other was a great article by Josh Kubicki of Seyfarth Shaw LLP, which appeared in the OBA’s JUST ‘Debatable’ column in June). Both articles underscore the importance . . . [more]

Posted in: Legal Marketing

Legal Business Development: Are You “Networking”… or Building Relationships?

Networking… I hate that term. It conjures up images of “working a room”… smiling, shaking hands and collecting business cards. Business cards that end up on your desk under a pile of papers or left in your suit pocket only to be found the next time you wear that jacket. Sound familiar? What a waste of time and energy, don’t you agree? I think we need to redefine what needs to be done. To build a solid book of business requires strong relationships and that doesn’t happen with the typical networking methodology.

Building relationships: First you have to listen. Then . . . [more]

Posted in: Legal Marketing

Can You Stop Networking?

It is not an understatement to say that in professional services, networking is one of the most important parts of our job. Connections are critical, projects cannot be completed without people. There are lots of different ways to network and finding what works for you is essential. Recently, I connected with someone that defies conventional wisdom. He doesn’t care about first impressions, considers nearly all networking a waste of time and believes the key to networking is to stop networking.

What he realized is that people are not interested in networking conversation, they want real conversations and real relationships. And . . . [more]

Posted in: Legal Marketing

How Do I Begin Thee? Let Me Count the Ways

You know that professional reputations can be made and maintained by what you write. But if you’ve ever struggled to write a blog post or a legal commentary or a presentation to the local Chamber of Commerce, you know it isn’t as easy as it sounds. Sometimes, just getting the opening sentence gets you going.

In my last column, I said that if you haven’t captured your readers in your opening sentence, you can kiss them goodbye. So what makes a good opening sentence? Let’s look at 10 good ways and 10 more very well-used—but not good—ways.

A question

I . . . [more]

Posted in: Legal Marketing

The Move to Visuals (And Why You Should Care)

Social Media Camp is the national conference on social media that attracts international speakers and attendees. At this year’s event, virtually all presenters agreed that images and video are taking over the internet. What do they mean by this? Consider the following:

  • YouTube is now the second largest search engine – just behind Google – and may soon surpass it. (Don’t feel badly for Google as they own YouTube).
  • Google is now building four-story data centre buildings to house the servers required to support increased data space needed on the cloud for things like images and video. These guys plan
. . . [more]
Posted in: Legal Marketing