2014 started off with a bang in the legal marketing world when Georgia lawyer Jamie Casino ran a two-minute local television ad during this year’s Superbowl that includes (and I’m hardly scratching the surface here) biblical references, allegations of a cover-up by the area’s chief of police in the death of Casino’s brother, and a sunglass-clad Casino wielding a flaming sledgehammer to smash his brother’s tombstone while a pounding heavy metal soundtrack plays in the background, all of which apparently provides the backstory for Casino’s decision to move from criminal defense to personal injury law as his preferred area of . . . [more]
Archive for the ‘Legal Marketing’ Columns
LinkedIn is the largest online professional network and the social media platform lawyers are most likely to engage in. But many lawyers are not using LinkedIn effectively, and they’re missing opportunities as a result. Here are five of the top mistakes lawyers make on their LinkedIn Profiles.
1. Missing, distracting or unprofessional photo
LinkedIn is a business network, not a social network, so no selfies or photos with pets, please! Truthfully, I haven’t seen any lawyers who have posted Profile pictures with their pets, but I have seen photos that are obviously selfies (even if they tried to look professional), . . . [more]
Some lawyers think that the work marketers do is easy or adds little value – it is obvious to them, that marketers spend all day surfing the internet and making things look nice. While not exactly true, legal marketers do need to spend time on-line (researching clients and prospects, finding speaking events for lawyers, sponsorship and branding opportunities, etc.) and playing with crayons (creation of advertising, event invitations, newsletters, promotional material, presentation and proposal responses, etc.), there is actually a lot more they can do for you.
One of the marketing teams’ greatest strengths is helping lawyers focus, flush out . . . [more]
This is the second and final part on the topic of how you might engage your assistant in your legal marketing efforts. In the first part, we established that client service is a team sport and everyone working with clients ought to have the same intention to win client loyalty and create long term relationships.
These tips are for motivated teams who are looking to build a successful long term client-centric practice. Implementing the basic and advanced tips takes extra time and energy, so choose your assistant carefully and compensate accordingly.
File opening habits – consistency with your file . . . [more]
With so many new gTLDs (“generic Top Level Domains”) coming online this year, I thought it might be worth exploring their value and potential use in law firm marketing.
The simplest example of a gTLD, of course, is .COM, which makes up about 50% of all domains registered. In the past, most prospective owners found themselves wishing for a .COM, and given a lack of options, were willing to settle for a .ORG or .NET. In Canada, we might also take the alternative of our country code domain (.CA), if it was applicable to restrict or focus our desired audience. . . . [more]
Without your clients you don’t have a firm and yet, according to the findings of the recent Canadian Lawyer Corporate Counsel Survey, most clients (80.4% of those who responded) aren’t being asked for feedback from their main law firm in a structured and meaningful way.
So let’s agree that every firm needs to implement some form of a client feedback program. Depending on your firm goals, size, resources and budget your program will look different. It should have elements of the type of formal program to which Canadian Lawyer alludes, but a robust client feedback program has to be . . . [more]
Experience success and it’s like a drug… you want more. Success in your law firm is much the same. Whatever got you there, you put into high gear to get you more. Whether it is building relationships with big corporate clients or lateral hires that bring a book of business, oftentimes the strategies that once worked will outlive their usefulness and become liabilities. Author and Inc. Magazine contributor Les McKeowen has seen several “types” of strengths turned into destructive weaknesses…
1. The legacy business that holds growth hostage. Perhaps the most common way in which a great achievement becomes . . . [more]
The purposes for which lawyers engage on social media include: boosting visibility, increasing engagement, marketing your services, providing valuable content to your audience, building connections with other lawyers and potential clients, gathering and sharing information about the law and practice. To be a successful social media user, you’ll need to provide content that is valuable, use the right headlines and ‘shareable’ words, include images, vary your post style, and undertake other activities to boost your engagement. But timing your posts properly is another important element of your overall social media strategy.
Ideally, you’ll want to schedule content to post . . . [more]
The traditional marketing mix – product (service), price, place, and promotion – is evolving as the mix is grows in complexity. Marketing is no longer static as online marketing continues to challenge traditional marketing. Conversations are happening through various channels and for this reason marketing needs to be more fluid than ever.
Some key trends influencing the legal marketing mix:
- Word of mouth: There was a time when networking at the country club or local chamber of commerce event could connect you with prospects and those prospects could quickly investigate your reputation This still works but also consider that social
In a previous column, I mentioned that law firm marketing activities should help enhance at least one of the four Rs: Revenue, Reputation, Referrals, and Retention.
I missed a big one: Recruitment.
Is recruitment a marketing initiative? Depending on your involvement in the process, your answer might range from “Of course it is!” to “Who cares?” Law firm marketing departments generally like working on recruitment programs, because they use someone else’s budget and they often get the chance to do something different to help their firm stand out in its quest for the best students. That’s the plus side. . . . [more]
Other than heavy reliance on alliteration what do these three things have in common? They’ve all been on my mind in recent months. And as such things go, what I’ve seen and read about the first two have influenced the third. Here’s how:
A few years ago I scratched a long-standing itch and re-engaged with my childhood love of motorbikes, purchasing the machine I’d dreamed of ever since my parents sold my 50cc minibike. Now I’m back on the road, but the middle-aged realities of running my own business and raising three kids means days spent actually riding are . . . [more]
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]