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Archive for the ‘Legal Marketing’ Columns

How Your Assistant Can Help With Your Legal Marketing Efforts

Creating a positive client experience is a team sport. Everyone who is in contact with your clients should be singing from the same song sheet so that your clients have a synchronized experience with you. Anyone off-key will bring the whole choir down, so to speak.

Your assistant, typically, has regular contact with your clients and is in a position to advance your team’s ability to deliver high quality service to your clients, resulting in client loyalty and more meaningful long term relationships.

At the risk of adding on to your assistant’s busy desk, there are a few easy things . . . [more]

Posted in: Legal Marketing

Web Law Predictions for 2014

It’s getting down to the final few weeks of December. As some Slaw readers might remember, my year-end focus is on two activities: 1) the Clawbies, and 2) forecasting trends and making predictions about where the Internet is heading. 

(If you’re interested, you can look back to see how successful (or how terribly wrong) I’ve been in prior years. Here are my crystal ball attempts for 2013, 2012, 2011, and 2010.)

So without further ado, these are the trends that I see emerging in 2014:

1. Biometric Authentication Finds a Market

Other companies unsuccessfully tried . . . [more]

Posted in: Legal Marketing

Legal Business Development: Make Your Own Luck!

Some people just seem to have all the luck. Born into the right family, went to the right schools, landed the right job, works with the best clients and they make it all look easy. Maybe it shouldn’t be chalked up to “luck.” What else could it be? Huffington Post contributor and author of Embrace The Chaos, Bob Miglani writes… 21 Reasons Why Some People Get So Lucky in Life. He realized that some people… “Became ‘lucky’ because they think differently and take certain actions.” Below are several of the reasons that I think are particularly applicable to lawyers: . . . [more]

Posted in: Legal Marketing

Engage Your Marketing Department

Have you considered how to best use your marketing department? Do you come to them once an idea has been flushed out and expect them to deliver on the concept without the background information? Or do you employ them early in the process, let them help you define the problem and then develop a solution? If you are part of the latter group I applaud you. Unfortunately most lawyers and law firms are in the former category.

There are many reasons why your firms marketing department has a good or bad reputation. A good marketing department is engaged early and . . . [more]

Posted in: Legal Marketing

Are Trade Shows Good Marketing Tools for Law Firms?

As I write this, annual conference season is in full swing. Lawyers, hastily arranging their speaking notes, are wondering how they got involved in the first place. Marketing departments are finding out at the last minute that the conference hosts need the firm’s logo, the lawyer needs a PowerPoint presentation, and the booth at the accompanying trade show needs staffing. Wait, what booth? Trade show? Nobody told us…. 

Yes, that’s how it usually goes down. It shouldn’t be any surprise, therefore, that both lawyers and marketers feel cynical about the value of trade shows in the marketing mix. Like . . . [more]

Posted in: Legal Marketing

Law Firm Editorial Calendars: 6 Steps to Success

Last year on Slaw, Steve Matthews wrote ten tips for building a law firm publishing culture. One of his tips included using an editorial calendar as a useful tool to keep track of who was writing what in the firm and when, but also to include guidelines, set reminders, and help identify opportunities, and in my last post on using Evernote as a marketing tool, I mentioned that lawyers may want to keep their editorial calendar within Evernote.

Editorial calendars help you plan content and ensure that you are posting consistently. They are also handy tools to help . . . [more]

Posted in: Legal Marketing

12 New Year’s Resolutions to Enhance Your Legal Marketing in 2014

Yes, it’s that time again. For 2014 I’ve decided to give you a head start by providing you a shopping list of tactics you can use to give your marketing efforts a boost in the year ahead. To make it easier still, I have broken them down by difficulty level. Can barely lift your head off your desk after the soul-destroying race to the finish line to meet your year-end billing target? Dip a toe into the shallow end by Googling your own name. As long as you’ve still got a pulse, you can manage that one. Or — if . . . [more]

Posted in: Legal Marketing

Should Law Firms Accept Guest Blog Posts?

If your law firm maintains a blog, or if you blog personally, there’s a reasonably good chance that you’ve received one of these emails:

Hi Steve!

My name is Joe Schmo and I am a writer at, a relatively new social media agency.

I was just wondering if you would be interested in us contributing a guest post for your site?

We’ve done many before, and can provide examples of published work if desired. Looking forward to hearing from you! :)


My advice? Don’t do it. Don’t publish guest post content on firm-owned blogs, and don’t let marketing . . . [more]

Posted in: Legal Marketing

Small Firm Marketing: Common Questions Answered

Running a small business successfully is tough – in any industry. In British Columbia approximately 98% of businesses are classified as small business, so those of us in B.C., and several other provinces actually, we’re in good company. The challenge, though, is producing high quality work while positioning yourself, and your business, for long term success.

You want to make smart business decisions and invest your time and financial resources wisely. Some firms will ponder marketing for a while before they begin, while others take a “let’s throw everything at them” approach.

Here are some of the most common questions . . . [more]

Posted in: Legal Marketing

3 Tips to Use When a Client Is More Than 50% of Your Business

Do you have a giant client that gives you more than 50% of your revenue? That can be good news and the bad news. The good news is you can concentrate on the needs of that client giving them exceptional work and client service. The bad news is they consume your time and you have nothing left to develop other clients. Which leaves you with the looming question… “What would happen to my business if they took their work someplace else?” That one can keep you up at night! I know from experience the sleepless nights and the havoc it . . . [more]

Posted in: Legal Marketing

Social Media – Again

At any given time there are many trends in the legal industry. Current topics include everything from alternative fee arrangements to e-discovery to virtual law firms. Some topics die away without much fanfare whereas others stay around and eventually take hold. My focus today is on social media at the highest level, which is definitely part of the latter group.

Social media is here. It is here to stay and you need to be part of it to ensure a growing practice.

That said you don’t have to do everything and you will want to be realistic about your goals. . . . [more]

Posted in: Legal Marketing

To Boost or Not to Boost? That Is the (Next) Social Media Question

We are several years into the social media era now. As social channels mature the major platforms are ramping up integration of paid advertising options into their systems. Facebook, Linkedin, Twitter and YouTube all offer paid tools to promote your posts, updates, tweets or videos to audiences beyond those with whom you are already connected. In short, significant advertising dollars are starting to go social. A question few in the legal industry have yet asked but that will increasingly need to be considered is whether paid social media advertising makes sense for your firm, and if so, how best to . . . [more]

Posted in: Legal Marketing