Many firms and lawyers alike still approach marketing as a task on a to-do list. Get carpets replaced, schedule articling student interviews, get a marketing speaker for the associates…

Marketing is not any singular item. It’s not holiday cards, a website, client lunches, or even a marketing speaker. None of these activities could stand alone and generate much of anything worthwhile unless your firm is the only gig in town. For the same reason that when you meet someone for the first time, it’s unlikely they will immediately send you work. You need to develop a relationship and find multiple . . . [more]

Uncertainty… is a lawyer’s discomfort. When I sit down with clients and ask them to “project how many cases this business development initiative could produce,” they squirm in their seats. Then they say… “It depends on… I don’t know if… It’s hard to say.” It happens every time!

As lawyers, you are trained to find the certainty and the precedence. You want to know the answer before you ask the question. That is what makes you good lawyers. But, it is also what makes you lousy business development planners and strategists!

Strategizing requires that you: make educated guesses, take leaps . . . [more]

I attended an interesting webinar on “Content Curation on the Social Intranet.” given by Shel Holtz of Holtz Communication + Technology on December 13^th.  While the concept is not new and several articles have been written on the topic, it did make me wonder why law firms have not utilized content curation to bring together commentary that they have published on their websites, blogs, twitter feeds, email blasts, videos and podcasts. Curating the best content by topic would make it much easier for clients to find all of the information produced by a law firm on a particular subject. . . . [more]

Creating an annual roundup of legal web technology predictions was never on my personal “to do” list. Rather, it was an accidental offering started here at Slaw a few years ago. Now, much like repeated broadcasts of “It’s a Wonderful Life,” it’s somehow become a holiday tradition.

Some of these predictions pick up on current trends, and extend my own perspective of how that trend might play out in the legal market. Others ideas are clearly more “blue sky,” my honest attempts at swinging for the fences (or more accurately, my emulations of the Mighty Casey). Either way, this is . . . [more]

This scenario will be familiar to any marketing staffer in a large law firm: the phone rings and it’s someone asking why you haven’t sent them the firm logo for their program. You have no idea what they’re talking about, but apparently your firm is sponsoring their upcoming event and if you want your contribution acknowledged, they need your logo ASAP.

After wasting your morning trying to track down who initiated this sponsorship, you discover that it was booked three months ago by a partner in the firm. Many of the benefits in the sponsorship package have passed, except for . . . [more]

If at first you don’t succeed, try and try again. That is the old-fashioned premise behind a relatively new web marketing strategy known as remarketing or retargeting. And if you have had the experience of seeing ads for a specific company or product popping up over and over again as you surf the web, chances are you have already experienced it firsthand.

We are all familiar with the abandoned shopping cart – going partway through the process of selecting and configuring that perfect something [insert your own shopping proclivity here] on a retailer’s website before bailing out just . . . [more]

I like to encourage lawyers to ‘repurpose.’ Repurposing is using what you have already done (including legal work) in new and different ways to attract the attention of a new audience or to provide valuable reminders to your existing audience. Lawyers can leverage what they are already doing to get more mileage out of their work. For example: taking a recent case and creating a case study or turning a CLE presentation into an article for an industry trade publication.

Re-issue existing content in a new form

Another way to repurpose your old content and give it new . . . [more]

Lawyers know best. It must be true otherwise they wouldn’t always be asking for marketing material to give to a prospect prior to the first meeting.

Marketing people are regularly requested to put together a “package” for a lawyer who is meeting with a potential client for the first time. They want to include information on the firm, practice area(s), other team members, and of course their bio. The problem is that all that information is readily available on the firms’ website and the prospect likely would not have even taken the meeting if they had not already looked up . . . [more]

Most law firms have a history of using Adobe’s Portable Document Format (PDF) to distribute their brochures, papers and longer written pieces. That practice matches what web usability experts have long advised: “PDF is great for distributing documents that need to be printed,” but not much more than that. The well-traveled rule is that if a document contains more than five pages of text (hint: that excludes lawyer profiles), then PDF format is worth considering.

Now, let’s throw a wrench into this. As we approach the end of 2011, many firms and their their clients are moving toward paperless . . . [more]

If you have “friended” a reporter on Facebook you could potentially see one of your “private” photos published in a mass media publication. It happened to my client.

A recent media relations campaign for one of my law firm clients revealed a new risk with “friending” reporters. One of the media releases was accompanied with a photo of a partner standing with a high profile public person. It seems the reporter didn’t want to only run the sanitized, pre-vetted photo provided by a publicist and decided to hunt for more interesting photos.

By good fortune, or bad, this reporter happened . . . [more]

In September, I attended the 18^th “Intranets for Corporate Communications” conference hosted by Federated Press. Attendees and speakers were an interesting mix of marketing, corporate communications and knowledge management experts as well as intranet consultants. The focus of the two day course was on using intranets to better maximize internal communications, breakdown silos, motivate employees, promote organizational change and firm branding. The three themes that really stood out for me were the importance of an intranet’s usability, content and role in helping to communicate change through out an organization.

Don Hameluck, a usability expert, talked about the winning formula . . . [more]

If I offered you a free means of advertising your name, profession and contact information every time you sent an email, would you leap at the chance? Surprisingly, many lawyers don’t.

I’m referring to the email signature—an electronic version of your business card that you can attach automatically at the end of an email message. It’s a neat and tidy way of letting everyone know your name, your firm, your contact information and anything else you care to add—every time you send an email message. Many lawyers still send emails without an automatic email signature. At best, this is a . . . [more]