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Archive for the ‘Legal Marketing’ Columns

Leadership Styles for Practice Group/Client Team Leaders

Law firm marketers have been fundamental to the establishment and management of many law firm practice groups and client teams in North American law firms. Critical to the success of these efforts has been the ability to help train team members in their respective roles. Toward the end of my time in-house, I conducted research on what makes for a successful or failed team. The number one reason in both instances? Leadership. If you are charged with starting, running or overseeing a practice group or client team – or if you have any leadership role in your firm (such as . . . [more]

Posted in: Legal Marketing

Client Publications – a Tried and True Tactic

You may find it comforting to know that, despite all the talk about innovation and disruption in the business of law, some of the long-standing tactics of legal marketing and business development remain effective. Last month, two client contacts independently forwarded the same competitor’s legal update to lawyers in my firm and asked for advice on the subject.

The publication had the desired effect in that it caught the attention of exactly the kind of client it was targeting, but unfortunately for the competitor, it generated two leads for our firm instead. It was an instructive reminder of the value . . . [more]

Posted in: Legal Marketing

Marketing Strategy: First, Ask the Right Questions

So often, law firm marketing discussions go something like this: “Billings are down, we should be doing more marketing” or “The associates aren’t busy, they should be marketing themselves” or “We need to grow the firm, we have to get out there and market.”

OK, good, fine, now what? The most common response is to leap straight to tactics: “Let’s do a seminar!” “We need a brochure.” (Yes, some lawyers still say that.) “The website sucks, we need a new one.” But without a strategy, these tactics are random, uncoordinated acts that will end up costing a lot of money, . . . [more]

Posted in: Legal Marketing

Marketing Due Diligence

Due Diligence is something lawyers know a thing or two about. It is engrained in them from the first day of school. Due diligence includes the reasonable steps taken by a person to satisfy a legal requirement. It is an investigation. The theory behind due diligence is that by doing research the amount and quality of information available to decision makers improves. Lawyers are very good at doing this for clients yet spend little time doing it about clients.

Lawyers spend a lot of time understanding the law – and so they should. However they tend to spend very little . . . [more]

Posted in: Legal Marketing

Why It’s Good Business to Fire a Client

We spend so much of our time, energy and money on attracting and keeping clients that the thought of firing one seems defeatist. But firing clients can be good for business. Here’s why.

  1. Bad clients waste out time. One of the annoying elements of a bad relationship is that it tends to take more of our time to manage than a good relationship. This, in turn, lowers our productivity which has consequences to our overall financial performance and activity goals for the year. And really, who needs that kind of drag in their life?
  2. Bad clients almost always dispute their
. . . [more]
Posted in: Legal Marketing

Good to Great: Taking Your Law Blog to the Next Level

As a public service, I solemnly swear to write this post without using the word influencer.

Not sure if the backstory helps, but here it is…. I was recently asked if I had any ‘general advice’ or tips on how to get a new blog moving in the right direction. “To the next level.” It was an interesting question, perhaps partly because of the individual from which the question came. The blogger asking had been writing for more than a year now, and at least by my account, was doing exceptionally well on her own.

After getting through . . . [more]

Posted in: Legal Marketing

Ho-Ho-Holiday Cards (Or Not)

So by now the parties are in full swing, the eggnog is flowing, and most of your law firm partners have already taken off for the holidays, while insisting that associates and staff work until the last minute before the statutory closing.

One thing that may NOT yet have ground to a halt, though, is the Dreaded Holiday Card process.

Have you ever wondered how law firm holiday cards get to be so generic? Or how many emails the Marketing Department gets begging for a more creative card this year? Or how many versions they go through, losing creativity at . . . [more]

Posted in: Legal Marketing

Prospecting

Everyone gets excited when a new client comes on board. Once they are signed, keeping them and providing excellent experience is a must. But how do you get that client to sign in the first place?

Winning new business in a competitive legal industry is not easy. There is a lot of money involved and often a lot of emotion in the decision. We know that today clients are buying value more than ever, they want total solutions and they are willing to select individuals best suited to resolve the issues at hand rather than staying with a firm they . . . [more]

Posted in: Legal Marketing

Why Do I Need a Marketing Plan?

If you were to go on a holiday, would you just jump in your car and start driving? Of course you wouldn’t. You’d determine your destination. You’d figure out the best time to go. You’d book accommodations and make travel arrangements. You’d consider the costs involved, and you’d pack according to the weather and your planned activities. And that’s just a holiday. But when lawyers run a $500k to a million dollar practice, they do so with far less planning. In doing so they are operating with far more risk, far less control, and ultimately may be leaving money and . . . [more]

Posted in: Legal Marketing

It’s the Most Wonderful Time of the Year! It’s Rankings Season!

If you read a little bit of sarcasm in the title, you read it correctly. Law firm marketers across the country are scrutinizing recently released business law firm rankings, while growing increasingly anxious about looming submission deadlines in mid-December. It’s an intense time of year, one that makes many of us question the value of participating in various rankings processes.

But given that firms of all sizes are paying more attention to rankings than ever before, the perception of the value of rankings, particularly when aggregated across a firm, remains high. Many firms are developing specific strategies and devoting greater . . . [more]

Posted in: Legal Marketing

Should Digital Marketing Be Important to Lawyers?

2016 has seen a continued focus on digital strategy in the Canadian legal market. Legal industry professionals have been late adopters of digital processes. However, the continued disruption in the Canadian legal market has placed pressure on law firms to find new ways to increase brand awareness and to meet client expectations. So what do law firms need to implement digital policies that improve their bottom line and the client experience? Information and a thorough understanding of client needs.

For the second year in a row, fSquared Marketing has gathered data on the Canadian legal market, to help law firms . . . [more]

Posted in: Legal Marketing

Give, and You Will Receive: The Power of the Network

Have you ever wondered how some people always seem to have the inside track? Or always “know someone” who can give them the inside scoop? Or can always “call a friend” to find out something or ask a favour?

That’s not just family connections or personal charm at work. It’s the power of the network, that invisible web that we all need, whether it’s new parents looking for advice, hand-me-downs and babysitters, or lawyers looking for business. You may feel that you’ve got where you are today by hard work, not by who you know. You may even feel offended . . . [more]

Posted in: Legal Marketing