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Archive for the ‘Legal Marketing’ Columns

The Next New Thing: “Remarketing”

If at first you don’t succeed, try and try again. That is the old-fashioned premise behind a relatively new web marketing strategy known as remarketing or retargeting. And if you have had the experience of seeing ads for a specific company or product popping up over and over again as you surf the web, chances are you have already experienced it firsthand.

We are all familiar with the abandoned shopping cart – going partway through the process of selecting and configuring that perfect something [insert your own shopping proclivity here] on a retailer’s website before bailing out just . . . [more]

Posted in: Legal Marketing

Maximize Your Content Marketing: Get New Traffic From Old Content

I like to encourage lawyers to ‘repurpose.’ Repurposing is using what you have already done (including legal work) in new and different ways to attract the attention of a new audience or to provide valuable reminders to your existing audience. Lawyers can leverage what they are already doing to get more mileage out of their work. For example: taking a recent case and creating a case study or turning a CLE presentation into an article for an industry trade publication.

Re-issue existing content in a new form

Another way to repurpose your old content and give it new . . . [more]

Posted in: Legal Marketing

The Initial Prospect Meeting

Lawyers know best. It must be true otherwise they wouldn’t always be asking for marketing material to give to a prospect prior to the first meeting.

Marketing people are regularly requested to put together a “package” for a lawyer who is meeting with a potential client for the first time. They want to include information on the firm, practice area(s), other team members, and of course their bio. The problem is that all that information is readily available on the firms’ website and the prospect likely would not have even taken the meeting if they had not already looked up . . . [more]

Posted in: Legal Marketing

Revisiting PDFs for Law Firm Websites & Mobile Publishing

Most law firms have a history of using Adobe’s Portable Document Format (PDF) to distribute their brochures, papers and longer written pieces. That practice matches what web usability experts have long advised: “PDF is great for distributing documents that need to be printed,” but not much more than that. The well-traveled rule is that if a document contains more than five pages of text (hint: that excludes lawyer profiles), then PDF format is worth considering.

Now, let’s throw a wrench into this. As we approach the end of 2011, many firms and their their clients are moving toward paperless . . . [more]

Posted in: Legal Marketing

Reporters Are Not Your “Friends”

If you have “friended” a reporter on Facebook you could potentially see one of your “private” photos published in a mass media publication. It happened to my client.

A recent media relations campaign for one of my law firm clients revealed a new risk with “friending” reporters. One of the media releases was accompanied with a photo of a partner standing with a high profile public person. It seems the reporter didn’t want to only run the sanitized, pre-vetted photo provided by a publicist and decided to hunt for more interesting photos.

By good fortune, or bad, this reporter happened . . . [more]

Posted in: Legal Marketing

Maximizing Intranets for Corporate Communications

In September, I attended the 18th “Intranets for Corporate Communications” conference hosted by Federated Press. Attendees and speakers were an interesting mix of marketing, corporate communications and knowledge management experts as well as intranet consultants. The focus of the two day course was on using intranets to better maximize internal communications, breakdown silos, motivate employees, promote organizational change and firm branding. The three themes that really stood out for me were the importance of an intranet’s usability, content and role in helping to communicate change through out an organization.

Don Hameluck, a usability expert, talked about the winning formula . . . [more]

Posted in: Legal Marketing

Brevity Is the Soul of Email Signatures

If I offered you a free means of advertising your name, profession and contact information every time you sent an email, would you leap at the chance? Surprisingly, many lawyers don’t.

I’m referring to the email signature—an electronic version of your business card that you can attach automatically at the end of an email message. It’s a neat and tidy way of letting everyone know your name, your firm, your contact information and anything else you care to add—every time you send an email message. Many lawyers still send emails without an automatic email signature. At best, this is a . . . [more]

Posted in: Legal Marketing

Close More Clients Using These Persuasion Techniques

In his book, Influence, The Psychology of Persuasion, Robert B. Cialdini, Ph.D. discusses many factors that affect how persuasive you can be with others. Cialdini was also one of the authors of Yes! 50 Scientifically Proven Ways to Be Persuasive, co-authored by Noah J Goldstein and Steve J. Martin.

Lawyers can use these persuasive techniques to help them increase the percentage of inquiries or initial consultations that turn into paid client engagements.

People like people who are like themselves; they hire people that they know, like and trust. In your initial consultation, you need to build up the . . . [more]

Posted in: Legal Marketing

The Missing Link(s): Practice Group Social Media

We have been watching the ascent of social media in legal marketing for a few years now. Law blogs, once considered a frivolity suitable only for the technogeek outliers at the fringe of the law firm, are now recognized as legitimate business development vehicles at many, if not most, firms. Likewise, other social media channels including Linkedin, Twitter, YouTube and to some extent Facebook, have all been moving (at varying paces) along a recognizable continuum inside the law firm environment that looks a bit like this:

Derision >> skepticism >> grudging curiosity >> cautious adoption >> widespread use

As social . . . [more]

Posted in: Legal Marketing

Get Out From Behind Your Desk

Everyone is talking about how to stay connected on-line and how social media is changing the way we do business. And you know what? It is. Just think of the hundreds of thousands of tweets and fans there were of Pippa Middleton’s bum at the Royal Wedding.

That said, one to one communication is still key. And meeting people face to face has never been as important as it is this day and age.

So with that in mind, here are few tips to remember the next time you step out from behind your desk.

  • Have business cards with you.
. . . [more]
Posted in: Legal Marketing

Law Firm Website Contact Forms

It’s arguably the most important thing on your law firm’s website, the whole reason why it exists. Yet it’s usually parked in some distant corner of the site, and a challenge for visitors to find quickly and use easily.

What is it? It’s your “Contact Us” functionality.

A prospective client, having reviewed a firm’s website in detail, often decides to reach out and speak with one of the firm’s lawyers. This contact is typically established using one of three methods:

  1. Phone us
  2. Email us
  3. Fill out and submit this online contact form. 

Many firms use all three contact methods, while . . . [more]

Posted in: Legal Marketing

Structuring Your Firm’s Marketing Function

Many of my client firms don’t have a marketing professional on staff. Instead, they have a group of lawyers who are doing their darndest to make the best marketing decisions for their firm. 

They want to know the best practices for marketing decision-making and work flow systems. There are many good models and I’ll offer a hybrid of what I’ve seen work well. This is not a one-size-fits-all approach, but should provide you with some foundational elements to build upon to suit your firm’s culture, size and needs. But for a mid-sized firm with established practice groups, or at least . . . [more]

Posted in: Legal Marketing