Online display ads (a.k.a. “banner ads”) have been seen for most of their short existence as a kind of marketing table scrap of the modern age, an unloved byproduct created alongside the explosive growth of websites. It took about a day (circa 1997 or so) for the initial novelty to wear off of seeing something whirring or flashing on the corner of your screen while you were trying to read an article, after which banner ads simply became part of the online landscape that we grudgingly learned to live with. Their value in the marketplace limped along accordingly. Frequently, publications . . . [more]

Although these days most lawyers and law firms have some form of website, the ability of those sites to not only attract visitors, but to prompt those visitors to take action (fill in a contact form, call the firm for a consultation, etc.) varies widely. That may be due in large part to how easy the site is for web visitors to use, known as “usability.”

People read and consume information differently online than they do offline. For example, people tend to skim or scan web content; they’re looking for specific information. Rarely do web visitors read large quantities of . . . [more]

Stop marketing. Stop all the events, sponsorships and advertising. Stop updating your website, the firm blog and lawyer bios. Stop all the busy work that is often necessary in legal marketing.

If you don’t, you (and your lawyers) are at risk of not making adequate time to zero in on critical business development activities that bring in new work. The marketing function exists to build your reputation, raise your profile, establish credibility and generate interest. It will also help to identify where relationships stand and perhaps even the needs of your clients and prospects. And this is where marketing passes . . . [more]

If you’ve been paying any attention at all to the zeitgeist of legal web marketing the last couple years, you know that producing and publishing content is the best possible way to grow your online reputation. But “content, content, content” is so much easier said than done. Firms need specific strategies for building an internal publishing culture. Here, I’ve assembled a list of ten tips to do this.

1. Think inside the firm, but make it smaller

If your firm is bigger than say, a dozen people, the idea of coordinating publishing across the board is pretty daunting and not . . . [more]

Do you really know who you are? Maybe… maybe not. When I work with lawyers to articulate their personal brand it is generally clear… that it is not clear. What is the solution? We need outside perspective. So, I have them ask a few people who know them very well, to answer a few questions. Such as… How would you describe me? What do you see as my strengths? The answers are often times extremely enlightening. We just don’t see ourselves as other do.

Why is this so? Heidi Grant Halvorson, a contributor to Forbes Magazine has some answers . . . [more]

In 2011, the typical corporate email user received about 105 email messages a day (source: The Radicati Group), many of them on a handheld device. So if you’re trying to reach a busy person who’s likely checking email in between meetings, your best shot is to write a good subject line for your email message.

Think about what causes you to open an email message. As you scan your inbox, you probably check whose name is in the ‘From’ line and then you read the subject line. If you don’t know the sender, the subject line is all that . . . [more]

Marketing is hard work, especially when you are constantly trying to get new clients in the door. One way that lawyers can get “new” business is by concentrating on their existing and former clients. People like to work with people they know, like and trust. It takes time to reach that point. Your existing and former clients have used your services in the past, or are using them now. They already know you. A level of trust has been established. It will be much easier to get additional work from those clients than it will be to get work from . . . [more]

Summer is here, golf courses are packed, people are at the summer cottage and your marketing department is likely already looking into this holiday gifts. Seems crazy but it’s true. This year the first contact I had from a supplier regarding holiday gifts was just after Victoria Day in May.

Each year marketing departments try to come up with new and unique yet a generic enough gift that will make the masses happy. For smaller firms and sole practitioners this can be somewhat easier as they have the ability to purchase individual gifts and can do it later in the . . . [more]

A few months back, Jordan Furlong penned one of his annoyingly insightful articles (“The Problem With Lawyer Advertising”) in which he noted the lack of client focus in most legal advertising, and suggested that marketing is one area where the coming wave of competition from “non-lawyer” entities will soon have them eating your lunch. It is a provocative thesis, and Furlong buttresses it with a link to an extremely compelling 90-second TV spot for British legal franchise Quality Solicitors.

I thought it would be worthwhile to dig a little deeper into WHY legal advertising isn’t consistently better . . . [more]

Passion… We tend to think that you either have it or not. But for a firm? Yes it can be cultivated with some intent. Fast Company ran an article by Paul Alofs… 8 Rules For Creating A Passionate Work Culture. Alofs’ rules are written for companies, however could have great impact on law firms as well.

1. Hire the right people. Hire for passion and commitment first, experience second and credentials third.

I know this seems counter intuitive for lawyers who are building a firm. Credentials are usually first, right? Well, what if you tried Alofs’ rule, . . . [more]

It’s a fundamental marketing decision for many law firms: How much content should we publish outside our website? For many years, the answer always seemed to be: none. Firms tried to serve and address every audience and every interest in one location. The predictable result was an incredibly cluttered website, both in its message and in its presentation.

The law firm website was never intended to be a single-subject, single-audience, publishing powerhouse. Fortunately, many firms have realized this and have wised up. Over the last decade, we’ve seen the rapid transfer of “commentary” from firm websites, pushing that content . . . [more]

A client called me the other day to ask for help with an event he’s planning to attend. He wanted something to hand out to attendees and could I whip up something about the firm?

Whenever I get such a request, it takes me back to the earliest days of legal marketing and our “brochure bunny” days. Lawyers leaned heavily on brochures to win business or resolve a wide variety of marketing needs. Marketers then were tacticians and the production of materials was the gerbil wheel of the day. There was little, if any, discussion about strategy or planning.

One-off . . . [more]