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Archive for the ‘Legal Marketing’ Columns

A Few Thoughts on Writing for the Web

Your online presence plays a more prominent role than ever in your marketing, your brand, your reputation. That presence is defined in part by the “look and feel” of your various online outposts (including your website, social media accounts, and blog) but also by what you write in those places. The pretty veneer is mostly the domain of outside experts (graphic designers, photographers, web developers), but the writing – well, that’s largely on you.

Earlier this year I was asked by a Canadian legal stakeholder organization to present a customized seminar series for their staff on “writing for the web”. . . . [more]

Posted in: Legal Marketing

Know When to Fold ‘Em

“Know when to fold ‘em. Know when to walk away.”
(Lyrics by Kenny Rogers)

We are not all meant to work together. There, I’ve said it. Some of us just work more productively together than others. Anyone in the professional services field for any reasonable length of time, can attest to a client relationship that just didn’t work. There are a myriad of reasons: You were on a different wave length, didn’t communicate well, didn’t understand each other, couldn’t work efficiently, or had different expectations of each of other … and so on.

There comes a time – at least . . . [more]

Posted in: Legal Marketing

Are Managing Partners Anti-Social? the Survey Says …

Some of you may have seen the Canadian Legal Digital Survey report (or the infographic that gives you the highlights) that was released by my firm, fSquared Marketing, last week. If so, you may have realized that something was missing. But before I get into that, for those of you unfamiliar with the report, here’s some background.

In recent years, we’ve seen various reports and analyses that seek to understand the needs of in-house counsel. However, the majority of these surveys are initiated by, and focused on, the US market. This implies, perhaps incorrectly, that Canadians both find and consume . . . [more]

Posted in: Legal Marketing

Sharing Success Through Storytelling

Our firm recently held its Annual General Meeting during which five of our senior partners were asked to share information about their careers and what has aided in their success. We are likely not alone when I say these meetings can be dry, very dry. The group of them asked for my assistance as they were unsure how to make the presentation entertaining.

We had 45 minutes to present 10 tips that made these five people successful. If you do that math really quickly, each person was only given a few minutes to get their point across – and being . . . [more]

Posted in: Legal Marketing

What Is Your Value to Your Clients?

Nobody likes conversations with clients who are complaining about the size of their bills. If you respond with something like “I think you’ll find that our fees are commensurate with other firms of our size and experience”, you’re missing an opportunity.

Ideally, clients should not be surprised by the amounts of their bills; if you’ve communicated with them throughout the matter, they should already know what to expect. But what they’re really asking is “What do I get for all this money?” That’s when you need to have the Value Talk.

To a client starting up a business, the value . . . [more]

Posted in: Legal Marketing

Law Firm Succession Planning – Is the Client Too Often the Forgotten Variable?

Recently, I’ve been spending a lot of time with clients helping them with Succession Planning. To put it bluntly, it appears that succession planning is an “issue” for the industry. This shouldn’t come as a surprise to anyone since the youngest of the Baby Boomers will be passing the age of 50 in 2015 (and the oldest will turn 69). The pressures of succession planning can be felt on the shoulders of law firm senior management and they are trying to find solutions – fast.

But are they looking for solutions in all the rights places? I’ve been included in . . . [more]

Posted in: Legal Marketing

Legal Business Development: What to Do With the Leads You Acquire at a Conference

I worked with a client the other day to figure out what strategy she should put into place to maximize the 60 business cards she picked up during a 2-day conference that was truly filled with people who are her target market. First and foremost it’s about building relationships, so where do we begin?

The first “touch” needs to be a very personal email, referring to the interaction at the conference. This presented a problem for my client since she couldn’t remember something specific about each of the 60 individuals she met. It’s not unusual… 60 people are too many . . . [more]

Posted in: Legal Marketing

What Do You Get When You Cross a Puppy Video With Downton Abbey? a Champion.

As a small business owner, I seek out and use tools to help with efficiencies – one of which is an online invoicing system, FreshBooks. I’m nothing more than a happy customer with a story to tell about how they engaged with and dazzled me.

Like many lawyers, billing is my least favourite activity. After much belly-aching, whining and sniveling with a colleague, I was referred to an online invoicing system that made this dreaded time-consuming task a little easier, and I’m now well underway.

On one particular recent evening, I settled in to start billing. All my billable time . . . [more]

Posted in: Legal Marketing

Divide to Conquer: Content Strategy for a Distracted Digital Age

There are two somewhat related media consumption patterns happening right now that most law firms haven’t given much thought to yet – mobility and distraction. You can use these developments to your advantage by building modular content that can be sliced and diced in a variety of ways to help you get more mileage out of your lawyers’ substantive writing and create a more unique online presence for your firm. Let me explain. . .

The first pattern is the ongoing shift to consuming content on mobile devices – by which I mean phones and tablets (and by all that . . . [more]

Posted in: Legal Marketing

The Case for Case Studies

After lawyers’ profiles, some of the most frequently visited parts of law firm websites are the Frequently Asked Questions section and Case Studies. Which two website sections are the most difficult to get lawyers to contribute? FAQs and Case Studies.

It shouldn’t be difficult to figure out why FAQs and Case Studies are so popular. When we have a question nowadays, we don’t go to an encyclopedia, we hit the Search button on our electronic device of choice and enter a search term. If your website comes up in a client’s search for the meaning of some arcane term in . . . [more]

Posted in: Legal Marketing

How Lawyers Can Develop Content for Law Firm Marketing

One of the biggest mistakes law firms make in their marketing is abdicating all of their responsibility for marketing to a marketing professional and taking the lawyers entirely out of the equation. While marketing professionals certainly have their place in law firm marketing, some marketing and business development tasks are best tackled by the lawyers themselves.

Marketing professionals can help lawyers and law firms create professional marketing pieces, develop ads, generate marketing and editorial calendars, do the initial set up of newsletters, websites, social media accounts and blogs, create designs and themes, find images for posts, handle the technical aspects . . . [more]

Posted in: Legal Marketing

We Have Other Practice Areas?

It happens all the time in organizations, people get so busy doing their own work they stop hearing what other people in the company are working on. Although understandable to some extent, there are two really big issues that can arise because of it – both of which affect your clients.

We are all trying to get more revenue out of the clients we already have. Unfortunately we know that too many people only focus on the work they do for a client and we fail to learn as much as we can about the client. This has been discussed . . . [more]

Posted in: Legal Marketing