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Archive for the ‘Legal Marketing’ Columns


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 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

Web Law Predictions for 2012

Creating an annual roundup of legal web technology predictions was never on my personal “to do” list. Rather, it was an accidental offering started here at Slaw a few years ago. Now, much like repeated broadcasts of “It’s a Wonderful Life,” it’s somehow become a holiday tradition.

Some of these predictions pick up on current trends, and extend my own perspective of how that trend might play out in the legal market. Others ideas are clearly more “blue sky,” my honest attempts at swinging for the fences (or more accurately, my emulations of the Mighty Casey). Either way, this is . . . [more]

Posted in: Legal Marketing

Sponsorships: Waste of Time and Money or Essential to Good Client Relationships?

This scenario will be familiar to any marketing staffer in a large law firm: the phone rings and it’s someone asking why you haven’t sent them the firm logo for their program. You have no idea what they’re talking about, but apparently your firm is sponsoring their upcoming event and if you want your contribution acknowledged, they need your logo ASAP.

After wasting your morning trying to track down who initiated this sponsorship, you discover that it was booked three months ago by a partner in the firm. Many of the benefits in the sponsorship package have passed, except for . . . [more]

Posted in: Legal Marketing