Recently in Marketing Category

This post was written by Cordell Parvin: "Yesterday I wrote that the old associate dream of just getting hours and keeping their senior lawyer happy no longer works in this economy. In many firms leaders tell their associates: "We just want you to do good work." In other words, the last thing on earth they would want you to do is to spend time building relationships with clients and potential clients. That culture is fine until the economy tanks as it has recently, those firms lay off associates and income partners who "just do good work."

...

If you want your firm to do client development programs for your junior associates, focus on these three main areas..."

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Source: Law Consulting Blog, 11 March 2010. © 2010, Cordell Parvin LLC. Reproduced with permission of the author.

This post was written by Kevin O'Keefe: "Bill Pollak, the CEO of American Lawyer Media (ALM), the leading provider of current legal news through national and regional publications, has an interesting piece this week in BtoB Media Business on why media leaders need to enter the social media waters.

Pollak explains he's not blogging, Tweeting, and using Facebook because he has nothing do. He often finds "social media to be tedious and frustrating." Pollak actively participates in social media because he's "convinced that these tools will be the future of b-to-b media."

Following Bill as a media company leader, one thing I've learned is that you lead by example. And it's no different with social media per Bill...

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Source: Real Lawyers Have Blogs, 8 March 2010. © 2010, LexBlog, reproduced with permission of the author.

This post was written by Connie Crosby: "CaseStudiesOnline.com is a new web site with hundreds of social media marketing case studies, all fully indexed and searchable. The site was created by Tod Maffin, a well-known strategist, consultant, speaker and thought leader based in Vancouver. The site is currently in beta with more case studies being added each day. Maffin also plans on interviewing both thought-leaders in social media marketing and the people in the trenches who are putting these tools into action.

Here's a short video by Maffin showing how CaseStudiesOnline.com works:

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This post was written by Michelle Golden: "Some interesting backstage comments followed the Oscars on ABC News/Entertainment made by Kathryn Bigelow (Best Director for Hurt Locker) on the quality of the 2010 Oscar nominees. She said, 

"This has been a really extraordinary year for content, and content-driven material that is diverse and complex."

I was really moved when I read this. 

It's a reflection of what's garnering the most attention, and exactly mirrors what's happening on-line. What draws is content. 

...Funny when you think about it because, despite pretty redesigns, most law and accounting firm website content is nearly IDENTICAL to the stuff the firms said about themselves in their first websites, circa 1995-1998. AND, that content came from where? Yes. Straight from the brochures the firms used since.... when? The 80s. 

Just sayin'...

Those sites are so dead they don't even stink anymore! 

...Get out there. Show your intellect. Show your depth. MOVE people. Give them something to applaud. Stand out!

So, back to the Oscars for the lesson... Pretty is pretty. Popular is popular. But content wins."

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Source: Golden Practices, 9 March 2010, reproduced with permission of the author.

This post was written by Tom Kane: "Getting the legal work completed. Getting those billable hours in. Important, of course. However, because you are busy is no excuse for not getting out there face-to-face with clients and referrals sources to ensure that work continues to flow into the law firm.

...Here's eight keys to business development success gleaned from the article, and which I have also preached about many times..."

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Source: Legal Marketing Blog.com, 9 March 2010, reproduced with permission of the author

This post was written by Randall Ryder: "Attorneys are making more and more use of social media as part of their marketing campaign. Sam has been very successful with his social media campaign and other entrepreneurial attorneys should follow his blueprint. With that blueprint in mind, put in extra effort to maximize your results."

Topics discussed include legal blogs, Twitter and strategizing.

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Source: Lawyerist.com, 10 March 2010. © 2007-2010 Lawyerist Media, LLC. Reproduced with permission of the site editor, Sam Glover.

This post was written by John Jantsch: "As a marketing tool the Twitterverse gets so much more useful when you can filter out all the noise and drill down to people and communities that might very much want to know what you've got to offer.

...In this week's post for AMEX OPENForum I explain 7 Insanely Useful Ways to Search Twitter that focus much more on who's saying it. For some this is a much more interesting way to look at doing business on Twitter..."

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Source: Duct Tape Marketing, 3 March 2010. © 2003-2010 Small Business Marketing Blog from Duct Tape Marketing, reproduced with permission of the author.

This post was written by Chuck Newton: "I could say, I guess, because you are no good at it, but that would be cruel.

It is the truth, however, when you think in context with how most people starting out approach this task.

First, they treat it like a task. Hence, it tends to be too mechanical, too outwardly aggressive, and not at all that friendly...

Second, when I ran a large marketed law firm that dealt primarily in TV spots, the lesson I learned was that for advertising to work effectively, it takes frequency and saturation of your target audience...

The same is true for relationship building. You cannot generally make a visit or two or attend a meeting or two and expect anything to much happen. It takes involvement. It takes showing up and being seen with a great deal of frequency, and following up, shortly and politely to those you know and have identified with a degree of saturation. You do not sell, as much as you inform. It is what makes them comfortable with you and reminds them to refer you a case or a client...

The point is that you learn and earn people's trust because you are with them, you are reliable, and they see you. You know about them generally and they have learned about you.

Following up in between meetings is simply providing them frequent, short and useful information between your meetings."

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Source: Chuck Newton Rides the Third Wave, 7 March 2010, reproduced with permission of the author.

This post was written by Tom Kane: "The good news is that some firms are doing client feedback programs; the bad news is that they aren't really getting the feedback they need. That is, the feedback questions are superficial, and don't really offer the kinds of return that will actually benefit the firm in retaining the client over the long haul.

An article posted on the BrandThinking blog by Sue Allison contends that a firm's feedback program may not actually "lead to satisfied clients."

The Problem...

What a Feedback Program is Not...

What is Needed:

• A "Continuous Client Value Program" that assures that "your clients feel your firm is really listening and acting to solidify the relationship," and
• Conducted by an in-house staff person or lawyer not involved with a client's matters, or an outside third party in order to increase the likelihood of getting candid feedback.

Law firm's need to ensure that their client feedback program is one that really works, and not come across to clients as lame or insincere.

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Source: Legal Marketing Blog.com, 5 March 2010, reproduced with permission of the author

This post was written by Susan Cartier Liebel: "In October, 2006 I wrote this column for the Connecticut Law Tribune discussing what was then virgin territory for lawyer marketing, a little known phenomenon called YouTube:
Your Internet presence just got more exciting. Imagine, potential clients can click on your web site and be linked to your personal video introducing them to your services, philosophies [...]

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Source: Build a Solo Practice, 1 March 2010. @ SPU Copyright 2010 Susan Cartier Liebel, reproduced with permission.