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Archive for the ‘Legal Marketing’ Columns

Exposure

Some firms have taken the approach that they no longer wish to spend money on exposure. They believe that through healthy partnerships, they will be able to increase revenues with current clients and through the referral process continue to grow their business. Is that possible, quite likely but are there possible problems, absolutely.

By exposure I’m referring to everything from advertising to sponsorship to community events. There are so many different ways to spend money and countless people hoping you will spend it with them but there is only so much that can go around. How do you decide how . . . [more]

Posted in: Legal Marketing

Who You Gonna Call? Naming Your Law Firm

A journalist recently asked me whether I agreed with the trend to single names for law firms, “given the traditional importance assigned to becoming a named partner.” My reaction was two-fold:

  1. There’s not much point in agreeing or disagreeing with a trend: the question is whether or not you’re going to follow it.
  2. I’ve yet to meet an associate whose ambition was to see his or her name plastered over the reception desk.

I ended up commenting on why I think the trend exists. That set me thinking about names as an aspect of marketing.

Back when Toronto’s Hospital for . . . [more]

Posted in: Legal Marketing

Marketing Your Law Practice With Email Newsletters

Email newsletters are a marketing tool that can help you to stay in regular contact with current and former clients and strategic alliances, and to create relationships with potential clients. But in order to be effective, your email newsletter needs to provide value to your readers, not just serve as a promotional vehicle for your practice.

In the January 2015 issue of Entrepreneur magazine, content marketing expert Ann Handley, in her article, “Before you hit ‘send’: 13 steps to emails that don’t suck,” says, “[E]mail is the Rube Goldberg machine of online marketing: There are multiple moving parts in what . . . [more]

Posted in: Legal Marketing

Tell Better Stories

Podcasting has become something of a recurring joke around my office this year.

One of my colleagues has recently become intrigued by the medium, and is eager to find suitable client or in-house projects where our agency can work in this arena. I’ve been helpfully proposing that every project we discuss is a nail for which this newfangled podcasting hammer would be the perfect tool and teasing her about the cutting edge nature of this technology, which has had native support within iTunes since 2005, and is really but a short technological hop from old-fashioned radio serials that have been . . . [more]

Posted in: Legal Marketing

Understand Your Best Clients and Win Their Next RFP

Request for proposal. Those three words are usually the start of a slow churning stomach ache that burns until the moment your response is sent and received. And confirmed three times over. This is especially true, I have found many times over, if the request is lobbed into your office by a current client.

The potential to lose the work, and, I suppose, to lose face among both clients and colleagues, can be stressful.

Proposal responses do not require a law degree or legal drafting. In fact, they usually require plain language, practical responses and succinct promises. I often . . . [more]

Posted in: Legal Marketing

Trends in Legal Marketing for 2015 – the Experts Weigh In!

Each year, we at fSquared Marketing reach out to our friends and colleagues around the world who are experts in various areas of legal marketing. We ask them to describe what they are seeing in the market, ask them where our clients should be focusing, and what predictions they have for the coming year.

This year, as always, we received great insights and tips to share. I’ve included some excerpts below so you know what to consider in your marketing and business development plan (and budget!) for the coming year.

CONTENT MARKETING:

Several trends that we have seen emerge and . . . [more]

Posted in: Legal Marketing

Legal Business Development: What Is Your Big Goal?

What do you want? Yes, that’s a pretty big question for lawyers since most would start by explaining… “That depends…” I think Forbes contributorBruce Kasanoff who ghostwrites articles for entrepreneurs, and speaks about bringing out talent in others has a great bit of advice. Kasanoff explains…

“To paraphrase a bit, a professional recently wrote me to say that he was capable of being a VP, but that he was happy in his job, but he didn’t do such a good job of representing himself, but he was proud of his accomplishments, but he thought he should probably improve

. . . [more]
Posted in: Legal Marketing

What Is the Purpose of Your Law Firm’s Website?

It seems an obvious enough question. However, I’ve come to learn over the years that it’s not so simple after all. First off, many firms haven’t ever really considered it before. Secondly, there really are several different possible true answers. I’ve set out six possible responses below that correspond to different types of firms I’ve encountered over the years.

Answer 1: There Isn’t One.

For some firms, the website is just a thing:

“Everyone has a website now, so it’s just another thing my firm is supposed to have, like a fax machine and some telephones. I’d like a website . . . [more]

Posted in: Legal Marketing

Be Clear and Know Your Audience

I have spent the last few months presenting to colleagues all over Canada about marketing professional services and the benefits of clear communication. After the sessions there is always a lot of conversation where I do a lot more listening than speaking.

One story that was shared resonated so clearly with me that I have been sharing it ever since.

A client told my colleague that he needed a dictionary to figure out what he was trying to say in an email. This got a good chuckle out our group but it showed that by trying to impress a client . . . [more]

Posted in: Legal Marketing

“And the Winner Is….” What Place Should Award Nominations Have in Your Marketing Efforts?

As I write, awards season is in full swing: gala dinners at glitzy venues, grip ‘n’ grin photographs, grateful recipients thanking their mothers. Is this annual ritual just an ego boost for a few and a waste of time—and money—for many? Or can it produce results beyond those fleeting 15 minutes of fame?

Law firms receive many solicitations for award nominations. Legal publishers create awards events to augment dwindling advertising revenues, exhorting you to nominate clients or colleagues. Charitable organizations want you to help them acknowledge the contributions of volunteers and donors as part of their fundraising efforts. Local institutions . . . [more]

Posted in: Legal Marketing

Use the Spirit of the Holiday Season to Improve Your Networking

The holiday season is here, and that means most of us will be doing a lot of networking, whether formally or informally, at office holiday parties, bar association events, family functions and get-togethers with friends, neighbors and colleagues.

While attending these festivities, we shouldn’t lose sight of the fact that the spirit of the holidays is really all about giving to others and being thankful for our blessings. Keeping these seasonal sentiments in mind can improve your networking.

Be a giver: Focus on others and how you can help them

Successful networkers know that the basis of solid relationship building . . . [more]

Posted in: Legal Marketing

The Client Impact of Your Retirement

More than 10% of lawyers in BC are 65 years old or older, and that’s probably why a lot of you are discussing, or at least pondering, your own firm’s demographic composition and the necessity for successful planning.

A LSBC Benchers’ Bulletin states:

“Over 1,100 (or 10.4%) of the 10,700 practising BC lawyers today are 65 years old of age or older, compared to only 380 practising lawyers 65 or older in 2003 (4.2% of ­total). That’s an annual growth rate of 11.2%. There has also been a significant increase in the number of practising lawyers between the ages of

. . . [more]
Posted in: Legal Marketing