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Archive for the ‘Legal Marketing’ Columns

Value of Thought Leadership in Law

Most professionals agree that thought leadership is an effective form of marketing. It helps you get known publically for your expertise, the research required helps with personal development and publishing articles helps other people find experts which can lead to new files and additional marketing opportunities.

However, does the value of thought leadership differ based on your practice and target audience?

The basic premise of thought leadership is to provide free and thoughtful insight in areas you practice and is of most importance to your audience. The concept is simple and has been discussed at length. For example, a corporate . . . [more]

Posted in: Legal Marketing

Maximizing Your Non-Billable Client Meetings

Lawyer time is valuable… and so is client time. When a lawyer has decided to meet with a client in a non-billable capacity, they are well-served by taking the time to ensure both parties receive maximum value in the exchange.

Contrary to popular belief, this value isn’t achieved by just showing up. By way of example, I worked with a lawyer who had been asked by their firm to create an annual business plan. The plan was filled with various action items under goals (or just headings, really) like “education” and “client service”. Under the heading of “business development”, they . . . [more]

Posted in: Legal Marketing, Practice of Law

Video Marketing

The use of video in marketing has changed the way people search and buy services. Not surprising there are a number of factors that help viewers connect with material including video length but maybe somewhat surprising orientation also does. As the use of video continues to evolve and we get better at sharing information there are some ways to ensure your content stands out.

YouTube continues to be the number one video channel used by marketers. And although it is primarily used by more seasoned social media users, the ability to get on and start building your profile is relatively . . . [more]

Posted in: Legal Marketing

You Did Great Work, Your Client Loves You, Time to Get a Testimonial!

We are not good at asking people for testimonial. Many of us feel awkward asking someone else for their opinion and yet what is the first thing we do when checking out a restaurant or an Airbnb or a new vacuum cleaner? We look to see what others have said about it.

In the past I have written about Super Fans. These are clients that will promote you at any opportunity, that help drive referrals, and are not just satisfied with your work but are truly loyal to you. We love Super Fans! As great as these clients are . . . [more]

Posted in: Legal Marketing

Making It Rain: Effective Lawyer Marketing in the Digital Era

“We don’t believe in digital marketing. We believe in marketing in a digital world.” – Clive Sirkin, CMO of Kimberly Clark

And a digital world it is. We live in a world where three year olds have their own tablets (and operate them quite expertly, thank you very much) and people can work on a project across the globe from their kitchen table in their pajamas. While it is an exciting time, it is also a very challenging time to reach people and to stand out effectively in the crowd. Understanding Mr. Sirkin’s quote is a great first step. The . . . [more]

Posted in: Legal Marketing, Legal Technology

The Value of Delegating Decision-Making

Business decisions – especially those involving marketing and branding – require careful consideration. But they also require timely action. Are law firms hurting themselves by being too slow and cumbersome in making business decisions?

Within administrative and outside provider circles, law firms are notorious for their slow reactions and lengthy decision-making processes. It is for this reason that so many administrators who are hired from outside of law firms fail to last more than two years in this difficult environment. And increasingly, I’m hearing about consultants and suppliers who are opting to steer away from law firms as clients.

Generally, . . . [more]

Posted in: Legal Marketing, Practice of Law

Don’t Change You!

We all know the power of personal branding – what it is that makes you unique, stand out or differentiate from the rest. We know that personal branding is huge in our business. The question is how can we help clients make that connection to you? Your brand is a great place to start.

Personal branding is about you. More specifically it is about embracing aspects of who you are rather than changing who you are. Often I hear lawyers talk building their brand while failing to realise that what they are trying to achieve is not part of their . . . [more]

Posted in: Legal Marketing

Law Firm Publications: Moving From Marketing Tool to Legal Information Product

The law firm newsletter has long been a mainstay of client engagement and business development at law firms. As firms moved from paper brochures to electronic communications, readership statistics became increasingly accessible, but the news was not always good.

Whenever there is a significant case or legislative amendment, law firms race to send out an update, but we hear an increasingly common lament, “nobody reads our legal updates”. According to Mailchimp benchmarks, the legal industry is slightly above average with a 21.14% open rate and 2.71% click through rate. While not the worst statistics – there are industries which fair . . . [more]

Posted in: Legal Information, Legal Marketing

Moving From Planning to Implementation

Increasingly, law firms are learning to appreciate the value of individual lawyer marketing plans. But paperwork is only the first step. A plan is useless without implementation. Yet how does a firm convince a busy lawyer to implement on those plans?

Too often, in firms that require personal plans, lawyers will begrudgingly prepare them but pay little more than lip service to them thereafter. Some firms put carrots and sticks in place in an effort to ensure implementation. For example, they might tie in part of compensation with successful accomplishment of a lawyer’s personal plan. This has mixed results, as . . . [more]

Posted in: Legal Marketing, Practice of Law

Setting Intentions

As 2018 ended and 2019 began many of us made New Year resolutions. Resolutions are typically about making a change to an undesired behavior or to accomplish a personal goal. The goal is not always directly to improve ourselves (eat better, go to the gym more, spend less) but could be about how we treat others or how we do business. One year I made a resolution to stop drinking craft beer because the big brewers were having a hard time. That one didn’t last very longJ.

By the time you read this, many New Year resolutions will have failed. . . . [more]

Posted in: Legal Marketing

What Makes for a Good Lawyer Leader/ Manager?

It’s common that the type “A” personality attracted to the practice of law would similarly be enticed to take on leadership positions when on offer. These may be external – such as a board opportunity, or internal – such as a chance to serve on a committee, as head of a practice group or client team, on the executive or as managing partner.

Often, the decision to pursue or accept these positions is made from an emotional standpoint. We want to be seen as desired. We want that title on our biography. We want to be seen as someone who . . . [more]

Posted in: Legal Marketing

Digital Intermediaries Can Be Responsible for Unknown CASL Violations– New CRTC Guidance on S. 9 Anti-Spam Compliance

Canada’s Anti-spam law (CASL) is ambiguous and very onerous to comply with. The Parliamentary INDU Committee, that studied the law, has made numerous recommendations in order to provide needed clarity to the law. In December 2017 their report stated “The Act and its regulations require clarifications to reduce the cost of compliance and better focus enforcement.” The Government has responded confirming they intended to act on the recommendations.

While we wait for that certainty the CRTC has issued a further Guidance document, Guidelines on the Commission’s approach to section 9 of Canada’s anti-spam legislation (CASL), Compliance and Enforcement Information . . . [more]

Posted in: Intellectual Property, Legal Marketing