Canada’s online legal magazine.

Archive for the ‘Legal Marketing’ Columns

Marketing Effort Must Allow for Business Development

Stop marketing. Stop all the events, sponsorships and advertising. Stop updating your website, the firm blog and lawyer bios. Stop all the busy work that is often necessary in legal marketing.

If you don’t, you (and your lawyers) are at risk of not making adequate time to zero in on critical business development activities that bring in new work. The marketing function exists to build your reputation, raise your profile, establish credibility and generate interest. It will also help to identify where relationships stand and perhaps even the needs of your clients and prospects. And this is where marketing passes . . . [more]

Posted in: Legal Marketing

Ten Tips for Building a Law Firm Publishing Culture

If you’ve been paying any attention at all to the zeitgeist of legal web marketing the last couple years, you know that producing and publishing content is the best possible way to grow your online reputation. But “content, content, content” is so much easier said than done. Firms need specific strategies for building an internal publishing culture. Here, I’ve assembled a list of ten tips to do this.

1. Think inside the firm, but make it smaller

If your firm is bigger than say, a dozen people, the idea of coordinating publishing across the board is pretty daunting and not . . . [more]

Posted in: Legal Marketing

Legal Business Development: Do You Really Know Who You Are?

Do you really know who you are? Maybe… maybe not. When I work with lawyers to articulate their personal brand it is generally clear… that it is not clear. What is the solution? We need outside perspective. So, I have them ask a few people who know them very well, to answer a few questions. Such as… How would you describe me? What do you see as my strengths? The answers are often times extremely enlightening. We just don’t see ourselves as other do.

Why is this so? Heidi Grant Halvorson, a contributor to Forbes Magazine has some answers . . . [more]

Posted in: Legal Marketing

Top Ten Reasons Why You Should Read This — Or, the Art of Writing Email Subject Lines

In 2011, the typical corporate email user received about 105 email messages a day (source: The Radicati Group), many of them on a handheld device. So if you’re trying to reach a busy person who’s likely checking email in between meetings, your best shot is to write a good subject line for your email message.

Think about what causes you to open an email message. As you scan your inbox, you probably check whose name is in the ‘From’ line and then you read the subject line. If you don’t know the sender, the subject line is all that . . . [more]

Posted in: Legal Marketing

Tips for Marketing to Former and Existing Clients

Marketing is hard work, especially when you are constantly trying to get new clients in the door. One way that lawyers can get “new” business is by concentrating on their existing and former clients. People like to work with people they know, like and trust. It takes time to reach that point. Your existing and former clients have used your services in the past, or are using them now. They already know you. A level of trust has been established. It will be much easier to get additional work from those clients than it will be to get work from . . . [more]

Posted in: Legal Marketing

Holiday Gifts

Summer is here, golf courses are packed, people are at the summer cottage and your marketing department is likely already looking into this holiday gifts. Seems crazy but it’s true. This year the first contact I had from a supplier regarding holiday gifts was just after Victoria Day in May.

Each year marketing departments try to come up with new and unique yet a generic enough gift that will make the masses happy. For smaller firms and sole practitioners this can be somewhat easier as they have the ability to purchase individual gifts and can do it later in the . . . [more]

Posted in: Legal Marketing

5 Reasons Law Firm Advertising Fails

A few months back, Jordan Furlong penned one of his annoyingly insightful articles (“The Problem With Lawyer Advertising”) in which he noted the lack of client focus in most legal advertising, and suggested that marketing is one area where the coming wave of competition from “non-lawyer” entities will soon have them eating your lunch. It is a provocative thesis, and Furlong buttresses it with a link to an extremely compelling 90-second TV spot for British legal franchise Quality Solicitors.

I thought it would be worthwhile to dig a little deeper into WHY legal advertising isn’t consistently better . . . [more]

Posted in: Legal Marketing

Legal Business Development: 8 Ways to Infuse Passion Into Your Firm Culture!

Passion… We tend to think that you either have it or not. But for a firm? Yes it can be cultivated with some intent. Fast Company ran an article by Paul Alofs8 Rules For Creating A Passionate Work Culture. Alofs’ rules are written for companies, however could have great impact on law firms as well.

1. Hire the right people. Hire for passion and commitment first, experience second and credentials third.

I know this seems counter intuitive for lawyers who are building a firm. Credentials are usually first, right? Well, what if you tried Alofs’ rule, . . . [more]

Posted in: Legal Marketing

The Rise of Distributed Publishing

It’s a fundamental marketing decision for many law firms: How much content should we publish outside our website? For many years, the answer always seemed to be: none. Firms tried to serve and address every audience and every interest in one location. The predictable result was an incredibly cluttered website, both in its message and in its presentation.

The law firm website was never intended to be a single-subject, single-audience, publishing powerhouse. Fortunately, many firms have realized this and have wised up. Over the last decade, we’ve seen the rapid transfer of “commentary” from firm websites, pushing that content . . . [more]

Posted in: Legal Marketing

Maximize Your Return on Event Participation

A client called me the other day to ask for help with an event he’s planning to attend. He wanted something to hand out to attendees and could I whip up something about the firm?

Whenever I get such a request, it takes me back to the earliest days of legal marketing and our “brochure bunny” days. Lawyers leaned heavily on brochures to win business or resolve a wide variety of marketing needs. Marketers then were tacticians and the production of materials was the gerbil wheel of the day. There was little, if any, discussion about strategy or planning.

One-off . . . [more]

Posted in: Legal Marketing

Ratings and Rankings and Reputation—Oh My!

As I write this, deadlines for submission to various legal ranking directories are fast approaching. This one is a survey where you rank lawyers in your field. That one is an interview where you’re asked who (after you, of course) is the best in your field. Another asks to whom you would refer a client if you couldn’t act for that client. Their timetables, criteria, and requirements are all different. Lawyers find the submission process laborious, unproductive, and frustrating. However, they are even more frustrated when they see their competitors’ names ranked above their own names (or worse, not seeing . . . [more]

Posted in: Legal Marketing

What Makes a Good Lawyer Biography?

The bio or “About” page is one of the most viewed pages on a lawyer’s website. On social media, the bio or profile helps new connections or potential followers make decisions about whether or not to interact with you. Your “elevator speech” is your spoken bio and it can make or break a new relationship with a potential client or referral source. But despite its importance, the bio is an often overlooked marketing tool, and many lawyers give it short shrift.

Elements of a Good Biography

Your website bio, online profile and your spoken introduction (“elevator pitch”) are just different . . . [more]

Posted in: Legal Marketing