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Archive for the ‘Legal Marketing’ Columns

Self-Promotion Without the Sleaze

In a recent Slaw marketing column, Is “Humble” in Your Marketing Repertoire? , Steve Matthews noted that although lawyers are often encouraged to focus their marketing on their expertise, it’s counterproductive to actually proclaim yourself as an expert in your marketing materials. As Steve says, “expert status should almost always be bestowed by others, not claimed by you.” He advises that you “let your clients decide that you’re an expert based upon your performance.”

So how do you showcase your performance in your marketing materials without sounding like a blowhard? Instead of talking about your performance, demonstrate it. And always . . . [more]

Posted in: Legal Marketing

The Golf Tournament

Most of us have participated in or been invited to a golf tournament in our careers. Often these are over-the-top affairs with great meals, fantastic prizes and cost a huge amount of money. Over the years there has been a change in the landscape so more and more tournaments have added a charitable component but still offer great meals, fantastic prizes, and still cost a huge amount of money — yet now the competitors help pay for it.

Golf tournaments come in all shapes and sizes. From the bare bones — half day shotgun tournament followed by dinner — to . . . [more]

Posted in: Legal Marketing

Managing Your Personal Digital Profile

What do your clients find when they Google you?

The answer to that simple question lies at the heart of the personal digital profile concept. For most lawyers, your law firm website bio will be front and center in the results, and that is as it should be. While ensuring that particular page is prominent in search results for your name is a necessary step, my own view is that it is not a sufficient one. 

Lawyers are inherently predisposed to manage and minimize risk, and building out your digital profile is a strategy for doing just that when it . . . [more]

Posted in: Legal Marketing

Tips on Public Speaking

For those who do public speaking, I recently attended two webinars which provided great tips on organizing your presentation, choosing the best delivery method, creating relevant content and connecting with your target audience. The first webinar “Creating & Organizing your speech”, was hosted by LexBlog and Faith Pincus on May 18th. The second, on June 7th, was a webinar for upcoming speakers for the 2011 ILTA (International Legal Technology Association) Conference. I am speaking at this conference on a panel about “Next Generation Intranets” and will consider many of these tips and recommendations in planning and . . . [more]

Posted in: Legal Marketing

Is ‘Humble” in Your Marketing Repertoire?

Occasionally, we hear about celebrities or athletes whose oversized egos tripped them up in public, and we blame their downfall on “reading their own press clippings.” A similar danger lurks for lawyers who are simply trying to promote themselves online.

When it comes to marketing, lawyers are commonly encouraged to focus on the concept of expertise. Specifically, they’re advised to become the “go-to expert” in their chosen field, or even to become (a term I’ve used myself in the past) a “thought leader.” It’s a fine idea, but there’s a problem: some lawyers have taken this advice literally . . . [more]

Posted in: Legal Marketing

Lawyers and the Media

Benefits of the media

They may be friendly, but they are not your friends. They are skilled, resourceful and tenacious. And most drink too much coffee. Not to suggest a sinister intention, but their job is get information from you — information you may not want to share — whether it serves you or your clients or not.

There is a unique synergy between you though. Sure, you may be at odds most of the time, but you can come together in a highly productive manner if prepared and with a healthy dose of caution. 

Strange bedfellows

If there’s anything . . . [more]

Posted in: Legal Marketing

Networking Online or Off: The Same Rules Apply

Most attorneys say that their business comes through word of mouth or referrals. But how do you keep those referrals coming? How do you establish and maintain relationships with referral sources and potential clients? Through effective networking. In the internet age, that means networking online as well as off.

A lot of the lawyers I speak to are still lost when it comes to using social media and networking online. It doesn’t have to be complicated. The same rules apply whether you are networking in “real life” offline or using social media and other tools online. 

Here are some of . . . [more]

Posted in: Legal Marketing

Win or Lose, Find Out How You’re Doing on Proposals

At one time, only the public sector issued requests for proposal (RFPs) for legal services. Now, the financial services sector, publicly traded companies, and not-for-profit institutions are all issuing RFPs for legal work. In my last column, I talked about debriefing after responding to RFPs, whether you win or lose. There’s a lot to be learned from both successful and unsuccessful proposals. 

Another essential piece of record-keeping for proposals is finding out whether you won or lost. This is akin to closing a file properly after a deal or a case. Seems like a keen grasp of the obvious? You . . . [more]

Posted in: Legal Marketing

Linking in a Little Deeper

Linkedin is the most common starting point for most lawyers when it comes to social media. In recognition of that, I want to showcase a few features of Linkedin that you may not currently be using. 

Status Updates

The status update box has been around for some time now but it is relatively underutilized in the legal community. You can find the status update box either beside or directly underneath your photo on your linkedin home page or your “edit my profile” page. It is a simple white text box that you can update as frequently as desired with a . . . [more]

Posted in: Legal Marketing

Client Interviews

As the client and service provider relationship evolves, the new normal for lawyers is that clients want more and they want it for less. So how do you successfully maintain and grow relationships with your clients without continually discounting rates?

The most effective way to learn more about your clients and about the relationship you have with them is simply to ask them. However, the development and implementation of a succinct client interview process is not something to be taken lightly.

There are many objectives behind interviewing clients. By asking clients for feedback we are telling the client that we . . . [more]

Posted in: Legal Marketing

Measuring Law Firm Website Success

“How do we know if our website is delivering value?” More law firm partners are asking this question these days, especially when the website commands a noticeable chunk of the IT or marketing budgets (or both). However, unlike many IT projects (usually marked as depreciating capital assets) or marketing efforts (often difficult to link to new business), law firm websites can be measured in a variety of ways, with each metric weighted differently depending on the view of the lawyer or firm involved. Consider some of the following methods:

1. Website traffic. It’s hard to argue with the ongoing count . . . [more]

Posted in: Legal Marketing

Business Excellence and Disney Water

The Disney Institute speaker launched us into a fascinating 90-minute presentation that started with an invitation to take a drink from a high pressure water hose, took us “off stage”, and left us inspired.

The 2011 Legal Marketing Association conference was recently held in Florida’s Walt Disney World — a great venue to ignite a conference that centres on understanding and improving the client experience.

Our Disney Institute keynote speaker was as well-rehearsed as any Disney production, but with plenty of nuggets to take away and consider. Disney, as an organization, is a model to follow and learn from. Yes, . . . [more]

Posted in: Legal Marketing