Canada’s online legal magazine.

Archive for the ‘Legal Marketing’ Columns

Responsive Design Websites

If you are currently considering a new website, you may want to build it for the mobile generation, and you will want to include responsive design. All websites – including law firm sites – are seeing an increase in mobile traffic. Mobile users require unique usability and it is anticipated that in the near future, mobile devices will account for nearly half of your website’s visitors.

Responsive design is a technology aimed at crafting sites that provide an optimal viewing experience – easy reading and navigation with a minimum of resizing, panning, and scrolling – across a wide range of . . . [more]

Posted in: Legal Marketing

Making the News

Law firm marketing activities should help enhance at least one of the four Rs: revenue, reputation, referrals, and retention. One way of enhancing reputation is to be quoted in the media. 

Now, some lawyers would rank facing the media right down there on the popularity scale with root canals. They would consider the idea of actually cultivating relationships with journalists to be unseemly. However, you’ve all read news articles where the same lawyers get quoted over and over again. I’m sure you’ve wondered, “That lawyer doesn’t know any more than I do about that topic. How come he/she gets quoted . . . [more]

Posted in: Legal Marketing

Should Lawyers Get a LinkedIn Premium Account?

One question I’ve been getting asked more and more frequently as I do presentations on LinkedIn for lawyers is whether it’s worth getting a paid LinkedIn account. For most lawyers, the basic (free) LinkedIn account has more than enough features to help you build your network, find and communicate with people and build relationships. But there are some advantages to having a premium account, depending on how you’ll be using LinkedIn. For example, if you’re planning to use LinkedIn as your main contact database, you might want to consider a premium account.

Here’s an overview of the different types of . . . [more]

Posted in: Legal Marketing

Marketing Gets Technical

In one of my recent columns I discussed the idea of measuring marketing effectiveness. As an adjunct to that piece, I want to comment this time out on a trend I’ve noted in the marketing industry that I think is noteworthy for law firms – the rise of the digital marketer.

In-house marketing roles in law firms have historically focused largely on “the classics” of professional services marketing – business development (co-ordinating RFP responses and assisting with client pitches), event management (client seminars and firm receptions) and brand identity projects as well as oversight of firm print collateral (brochures, . . . [more]

Posted in: Legal Marketing

SEO Tactics That Are Worth Your Time in 2013

Look at any list of current SEO strategies and it will be immediately clear that the #1 tactic relates to content. In my last column on law firm SEO tactics to avoid in 2013, I concluded that more than anything else, we need to ensure a “regular flow of original content (and deep links flowing into that content)” and to “make good choices: on publishing, building audiences, coding, classification, proper description, and most important, connecting with people.”

I stand by those words. The bottom line is that content drives search traffic; this has never been truer than in 2013. . . . [more]

Posted in: Legal Marketing

Social Media: Shiny Bauble or Strategic Tool?

Most mornings you can’t wake up without seeing them: LinkedIn, Facebook, Twitter and Google+, Pinterest, Digg-It and Youtube. Chances are one or more of these sites are lurking in your e-mail box, what’s more, it’s likely the same for your clients as well.

You don’t have to admit it aloud, but do you recognize moments of panic? “I’m not on twitter! Everyone’s on twitter! Must…tweet…!!!” Or “I’m not on Google+! I need to be on Google+ or I’m not in the game!”

And doesn’t there seem to be a universal law that a new social media platform –infinitely crucial to . . . [more]

Posted in: Legal Marketing

Legal Business Development: Be a Master Relationship Builder

Few would argue that the core of legal business development is… relationships. How you build them, nurture them and value them is the difference between lawyers who are serious about building a successful practice, and others who just give it lip service. Sure it’s easy to meet people but the question is… what do you do with that introduction? Inc. Magazine contributor Minda Zetlin looks inside the success of Mobile Deluxe, a tremendously successful gaming company, to examine founder Josh Hartwell’s secrets to becoming a master relationship builder. Zetlin explains…

How did Hartwell launch a successful mobile gaming company–with no . . . [more]

Posted in: Legal Marketing

Why Survey Clients? Why Not!

Law firms have a tendency to measure effectiveness of a marketing activity by whether “we got a file from it”. This is an inaccurate measure for several reasons, the most obvious of which is that few firms record how a file came to them.

If you’re going to invest time and resources in marketing initiatives, they should enhance at least one of the four Rs—reputation, revenue, referrals, and retention. Clients choose lawyers by their reputation, so reputation enhances revenue. Clients also choose lawyers on the recommendation of another advisor, so referrals enhance revenue and reputation enhances referrals. Clients leave lawyers . . . [more]

Posted in: Legal Marketing

Are in-House Lawyers Influenced by Social Media?

The results of the 2013 In-House Counsel New Media Engagement Survey conducted by GreentargetInsideCounsel and Zeughauser Group in February 2013 reveal that among the 379 in-house counsel who responded, social media use and consumption of information on mobile devices are on the rise.

Here’s a breakdown of some of the results and what lawyers can do to get the attention of in-house counsel online.

Most Popular Media for In-House Counsel

LinkedIn, the “professional network,” is the one in-house counsel turns to most to obtain information and to expand their professional contacts. Two thirds of all respondents . . . [more]

Posted in: Legal Marketing

The Professional Business Plan

Many professionals find developing a business plan a daunting and somewhat scary thing to do. In law, so much of what a professional does is taught and yet one of the most important parts of practice – finding and keeping clients – is not. Lawyers like things that are definable and business plans can be made to be just that.

If we break down a business plan to its simplest form, there are three areas: Objectives;
Strategies; and Action Plans.

Well conceived Objectives will help focus towards specific results, provide targets, define success, minimize subjectivity and establish a framework for . . . [more]

Posted in: Legal Marketing

“Be the Change You Want to See in the World.”

“Be the change you want to see in the world.” Gandhi’s words could be women lawyers’ “call to arms.”

Over the past few months, the conversations regarding the challenges that working women face have been loud… but maybe not so clear. Articles like… Atlantic Magazine’s, “Can Women Have It All? and The Wall Street Journal’s, “The Tyranny of the Queen Bee”, seemed like the opening act for the launch of Sheryl Sandberg’s well-publicized book, “Lean In.

Unfortunately, the message is often lost on those complaining and whining—and even Sandberg’s encouragement is . . . [more]

Posted in: Legal Marketing

25 Tips From the Best in Legal Marketing

More than 1200 legal marketing professionals gathered in Las Vegas for the industry’s largest conference earlier this month. This where marketers with a shared obsession for business development and client retention, sharpen their skills.

Here are the best nuggets from the sessions I attended:

  1. Client focus simply defined: always doing what’s best for the client.
  2. Understanding the client’s business means being responsive because you understand (and share) in the urgency, follow client directions and never, ever, undermine general counsel.
  3. Business strategy knowledge includes understanding the products, competitors and their geographic market.
  4. Law firm client relationships are stickier than first thought
. . . [more]
Posted in: Legal Marketing