If the best marketing ideas are really just tweaked versions of something you saw and liked elsewhere—and you know that is predominantly true—then there is no reason I can’t do the same in this column space. It seemed appropriate for this marketing-themed issue of Law Practice to touch upon the hot and cold, the trendy and the passé, in this first annual up/down drill.
On the morning after each Philadelphia Eagles game, I look at the sports section of the Philadelphia Inquirer for a listing of the players and the plays that earned either a thumbs-up, thumbs-down or simply a sideways image to convey who or what is hot or not. And like a good marketer, I’ll steal the concept (with proper attribution, of course) and offer up my own law marketing version.
The online review is a thorn in the side of many attorneys. Whether it is on Avvo, Yelp, Facebook or Google, reviews can make or break attorneys in many practice areas. To ignore them is a mistake. And if you are in a consumer-driven practice, they may very well be the key component to business generation, from the reviews themselves to the power of review “quantity.” Numerous new programs exist that simplify the process for a client to click on a text and leave a rating.
Too many small- and medium-sized law firms seem to have an aversion to budgeting. I get a combination of blank stares, snickers
However, larger law firms have become stronger and more sophisticated in laying out budgets for business development efforts. When I conduct marketing audits at firms (which is a big step in making sure spending is in the right places and for the right amounts), I look at the spending on staff, attorney and practice groups, resources, etc. A better budget often equates to a stronger plan and, ultimately, results. In some cases we have a dollar amount to dole out but, for most, I’m looking to sense the support and buy-in to request a certain amount.
Lost Market Share
Recently I’ve fielded a slew of cold calls (as a result of on-point Google searches) by attorneys who fit almost the exact same demographic. They are typically solo or small-firm lawyers with extremely niche niches who have been practicing successfully for decades only to find, in recent years, that a market share they once cornered is rapidly shrinking. The culprit? In some
The answer I give is to adapt. In many
If you read the marketing column in the July/August 2018 issue of Law Practice, “Law Marketing Model Rule Revisions—Better Late Than Never?” we covered the advertising ethics changes that were passed by the ABA House of Delegates last August. The bottom line is the best attempt yet—first through changes to the Model Rules (and ideally subsequent adoption at the individual state bar level)—to modernize what you can and cannot do with a better eye toward the realities of technology, globalization, uniformity and an overall understanding of competitive and changing market realities.
If there is an area in my more than 20 years of overseeing marketing efforts for law firm clients where the advancements have not equaled the decades, it’s proper hiring and staffing. On the positive side, firms continue to understand the need to build and commit to a marketing team. On the not-so-positive side, firms continue to churn through people. The disconnect is often in understanding proper compensation—and that goes both ways. I’ve seen firms underpay and overpay for upward of $100,000 annually. Firms still fail to do proper due diligence in hiring flops from other law firms and (yes, a sports analogy) seem to simply feel more comfortable hiring someone who was a National Football League coach before, even if his record was 4-28, rather than a really accomplished offensive or defensive coordinator.
Whether you are a mid to large firm with a supercharged client relationship management system or a small to
An attorney recently called me because he did a Google search, read an article I wrote and followed up with a phone call. The rub? It was an article written and published in 2009. But as he said during our chat, “It was still good.” Content is the new advertising. And it gives greater marketing value to everything that we do—teach a CLE, write an article, host a seminar, whatever—it is all content and repurposes itself through blog posts, tweets
Virtual Law Practices
Pajamas? Check. Laptop? Check. Wi-Fi? Check. Virtual law practices might be working from home, or the beach, or an entire law firm
The State of Law Marketing
With each year, “marketing” becomes less of a dirty word to some attorneys. The sophistication and seriousness