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Archive for the ‘Legal Marketing’ Columns

Parting Is Such Sweet Sorrow – So Take Your Leave Properly

In my last column, I talked about “working the room”. Attending events is an important part of for business development for lawyers. I focused on how to open conversations, rather like delivering your opening line in a play. But opening the conversation is only half of the skill needed for working a room; the other half is closing a conversation gracefully so that you can move on.

Let’s revisit the reason why you’re attending such an event. Working a room is work: you’re there to develop business. But business development is a process; don’t expect to walk away with . . . [more]

Posted in: Legal Marketing

Tips to Get the Most Out of Your Next Conference Experience

Spring is “conference season,” when a lot of business and law-related conferences take place. To maximize your conference experience, apply my “Before, During and After” strategy; instead of only focusing on the conference once you actually get there, begin your planning ahead of time and implement an after-conference strategy to make sure you get the most bang for your conference buck.

Before the conference

The first step is to identify your goals or purpose for attending the conference in advance. This will help you plan your overall approach. You may have several goals, but don’t try to do . . . [more]

Posted in: Legal Marketing

Alumni

What constitutes alumni at a law firm? Does your firm have a program? Is it inclusive or exclusive? Should your firm develop an alumni program?

This is one of the few area’s in the practice of law where when asked “what are other firms doing” there is very little consistency. Some firms offer use of office space, have on-line portals that include useful materials or simply offer an annual receptions. Others would prefer that their alumni never existed.

There are a number of dividends to building an alumni program including:

  • Goodwill. Those who have left will have another reason to
. . . [more]
Posted in: Legal Marketing

Legal Business Development: “You Had Me at Hello!”

What lawyer wouldn’t want to hear these words from a prospective client? “You had me at hello!” A personal brand is what gets you there. Most lawyers can’t conceive of themselves as a brand. But, let me tell you… YOU already have a personal brand! And I guarantee… 99.9% never give it a thought. Everything one does, adds to his or her personal brand… positively or negatively. But we don’t often see it that way.

The question here is… can you change your personal brand? Sure you can. You can create it with purpose. Ask yourself these questions. What does . . . [more]

Posted in: Legal Marketing

Event Sponsorships: Making the Most of Your Spend

Sponsorships. They’re one of the many ways to get your name in front of a special interest group and they are often ripe with possibilities and over-flowing with potential. Some of you, though, merely send off your cheque along with your logo and forget to investigate, request and reap additional opportunities for your firm.

Every part of your marketing spend should punch above its weight and with sponsorships — unlike many other marketing expenses — it often only requires a bit of thought, planning and perhaps a healthy dose of chutzpah to get more for your buck.

With some large . . . [more]

Posted in: Legal Marketing

Four Legal Marketing Trends to Watch in 2012

As we launch into a new year, I’m looking forward to seeing what marketing tools are adopted by lawyers and how changes in technology change the way lawyers do business. Here are four trends I think are worth watching in 2012.

Social media engagement and integration

Law firms and individual lawyers have becoming more active on social media platforms, including LinkedIn, Twitter, Facebook and now Google Plus. As participation increases, law firms will need to become better at integrating their social media activities into their overall marketing plan, cross-linking each of the firm’s activities with one another to help increase . . . [more]

Posted in: Legal Marketing

Video Biographies

More and more lawyers are using video to differentiate themselves. Video provides potential clients the opportunity to learn more about a lawyer than what is written in the biography. Hopefully through the video, potential clients will feel a connection with the lawyer and want to make the initial contact.

So videos’ are good. They are also time consuming, can be expensive and aren’t right for everyone.

I recently completed a number of videos for a lawyer including his biography. The intention was to give the potential client a slice of information and leave them wanting more. Screen time was limited . . . [more]

Posted in: Legal Marketing

How Google Plus Is Shaking Up Social Media and Why It Matters

It’s not news that social media has taken the web by storm. At the time of writing, six of the top ten websites in Canada (by my count) are social media sites according to the Internet ranking site Alexa.com. And as people spend a greater percentage of their online time within these social environments, it is becoming increasingly necessary for businesses of all stripes – law firms included – to devote more resources to establishing and maintaining a meaningful presence in several different places on the web.

The battle for supremacy between the dominant players in this space – Facebook, . . . [more]

Posted in: Legal Marketing

Small Talk Is a Big Opportunity: How to Work a Room

Do you rank attending law firm social events right down there on the popularity scale below having a root canal? If so, you’ll identify with a young lawyer in one of my seminars. He’d been told to attend a cocktail party being given by his practice group. Here’s how the evening went: “I had to work late, so when I rushed up to the boardroom, it was full of people at least 20 years older than me. I knew no one, and everyone else seemed to know everyone.” Another lawyer shot back: “Think yourself lucky. At our client event, I . . . [more]

Posted in: Legal Marketing

How to Avoid Resource-Draining One-Off Marketing Activities

Many firms and lawyers alike still approach marketing as a task on a to-do list. Get carpets replaced, schedule articling student interviews, get a marketing speaker for the associates…

Marketing is not any singular item. It’s not holiday cards, a website, client lunches, or even a marketing speaker. None of these activities could stand alone and generate much of anything worthwhile unless your firm is the only gig in town. For the same reason that when you meet someone for the first time, it’s unlikely they will immediately send you work. You need to develop a relationship and find multiple . . . [more]

Posted in: Legal Marketing

Legal Business Development: Embrace Uncertainty With Certainty

Uncertainty… is a lawyer’s discomfort. When I sit down with clients and ask them to “project how many cases this business development initiative could produce,” they squirm in their seats. Then they say… “It depends on… I don’t know if… It’s hard to say.” It happens every time!

As lawyers, you are trained to find the certainty and the precedence. You want to know the answer before you ask the question. That is what makes you good lawyers. But, it is also what makes you lousy business development planners and strategists!

Strategizing requires that you: make educated guesses, take leaps . . . [more]

Posted in: Legal Marketing

Content Curation for Marketing

I attended an interesting webinar on “Content Curation on the Social Intranet.” given by Shel Holtz of Holtz Communication + Technology on December 13th.  While the concept is not new and several articles have been written on the topic, it did make me wonder why law firms have not utilized content curation to bring together commentary that they have published on their websites, blogs, twitter feeds, email blasts, videos and podcasts. Curating the best content by topic would make it much easier for clients to find all of the information produced by a law firm on a particular subject. . . . [more]

Posted in: Legal Marketing