Law firms that position their attorneys as legal thought leaders and educators in key 2008 news stories will leverage their expertise and increase name recognition via a proven public relations strategy. According to Margaret Grisdela, President of the legal marketing firm Legal Expert Connections and author of the new legal marketing book Courting Your Clients, attorneys in hot practice areas should take advantage of current media news coverage and emerging trends to capture a leadership position and competitive advantage in their areas of expertise.
“This approach is really Public Relations 101: offering high level legal insight and expertise to a variety of media outlets to garner the third party credibility and broad-based exposure in print, radio, television and on the web that PR offers,” affirms Ms. Grisdela. “Journalists and radio and TV producers are always seeking experts on timely news topics. The following legal practice areas are poised to generate a high level of interest from the media in 2008, meaning that attorneys and their marketing advisors should strategize now to ensure that their name is top of mind with the media.”
1. Real estate. As home sales continue to decline, attorneys with a real estate practice serving consumers or developers will find many opportunities to educate the market in areas of foreclosure, bankruptcy, mortgage fraud, and short sales.
2. Government. The 2008 presidential election will dominate the news, giving attorneys with an angle on leading voter concerns like the Iraq war, civil rights, the U.S. economy and education a big potential stage.
3. Intellectual Property. The U.S. Congress is evaluating major patent legislation, while Europe is actively implementing sweeping “EPC 2000” patent changes in 2008. IP attorneys have an unprecedented opportunity to explain digital rights, licensing, infringement and the need for trade secret protection.
4. International. In 2007, the Securities and Exchange Commission paved the way for likely adoption of International Financial Reporting Standards (IFRS), which could ultimately replace U.S. Generally Accepted Accounting Principles (GAAP). As business goes global, corporate and securities attorneys can educate audiences on business legalities in Brazil, Russia, India, China, and other rapidly growing countries.
5. Privacy. With digital consumer data growing exponentially, attorneys can address matters involving privacy policies, identify theft, data security, e-discovery, background checks, medical record protection, credit reports and more.
6. Immigration. Congress could not reach agreement on immigration reform in 2007 despite heated public debate, leaving this is a hot button for 2008 politics.
7. Trusts & Estates. 2008 is the first year Baby Boomers start turning 62 and become eligible for Social Security retirement benefits. Attorneys with a concentration in wills, trusts, and estates should position themselves as a credible legal partner for aging Boomers in need of retirement planning.
8. Environment. Leading world scientists documented an “unequivocal” warming in the global climate in 2007. Law firms can address a range of green topics, including alternative energy, recycling, energy efficiency, toxic tort litigation and more.
9. Employment. Wage and hour litigation brought under the Fair Labor Standards Act (FLSA) tripled in the past few years, according to court records. Employment law attorneys should be prepared to speak on a full range of employment law matters including overtime, discrimination, family leave, and other personnel policies.
10. Health Care. Universal coverage will be a big focus of media attention during the 2008 elections, giving health care attorneys a natural platform to address insurance haves and have-nots, HIPAA, health care fraud, billing practices, medical reimbursements and more.
In addition to direct media outreach on these topics, other public relations and communications opportunities for attorneys include speeches, articles and editorials, blogs, letters to the editor, newspaper columns, web site postings, white papers, client alerts, and educational seminars.
Contact law firm marketing consultant Margaret Grisdela, also known as the Rainmaking Lady, at mg@legalexpertconnections.com.
Monday, December 31, 2007
Wednesday, November 14, 2007
Holiday Parties Offer the Gift of New Business
The holiday season is upon us, which means lots of opportunities for social networking with other attorneys and prospective new clients. Think of this as the perfect time to skillfully launch your 2008 legal marketing efforts.
You don’t have to be the life of the party to attract serious business development opportunities on the social circuit; you just need to have a plan. Here is a simple five-step program you can easily implement.
Step 1: Build your referral network. You should always maintain an active list at least 3-5 key contacts who have the ability to send you qualified leads on a regular basis. Non-competitive attorneys, bankers, accountants, financial planners, and consultants are among those well suited to helping you generate business. The holidays are a great time to reinforce or expand this referral network.
Step 2: Strengthen your connection to current and past clients. Your best source of new business comes from your existing client base. Make a list of 10-15 clients you want to connect with over the holidays. Try to schedule a lunch to thank them for their business, or get a commitment to meet in the New Year.
Step 3: Make connections on the networking circuit. Attend as many events as you can, and make a point of working the room to talk to those you know while also introducing yourself to new contacts. Go prepared with a well-rehearsed “elevator speech” and lots of business cards. While you may not be able to have substantive conversations at a crowded cocktail reception, you can ask for a post-holiday meeting with your most promising leads.
Step 4: Listen for new business. The key word here is “listen.” Ask about business challenges and opportunities faced by those you meet. Discover what they will be focusing on in the New Year, then figure out how you, your firm, or one of your referral partners, may be able to help.
Step 5: Prepare to follow up. Don’t drop the ball after the party; your plan is just starting! Make notes for yourself after you leave a party as a reminder of new leads to pursue. Send a handwritten note to those you met to reinforce the on-going conversation. Ask for a meeting with key clients and prospects to further develop the relationship.
Here’s a bonus item for your business development efforts. Talk to the officers, directors, sponsors and program chairperson at parties hosted by Bar associations, trade associations, and media organizations to learn about their 2008 priorities and calendar of events. You just might be able to set the stage for an important speaking or publishing opportunity.
Happy holidays and happy prospecting!
You don’t have to be the life of the party to attract serious business development opportunities on the social circuit; you just need to have a plan. Here is a simple five-step program you can easily implement.
Step 1: Build your referral network. You should always maintain an active list at least 3-5 key contacts who have the ability to send you qualified leads on a regular basis. Non-competitive attorneys, bankers, accountants, financial planners, and consultants are among those well suited to helping you generate business. The holidays are a great time to reinforce or expand this referral network.
Step 2: Strengthen your connection to current and past clients. Your best source of new business comes from your existing client base. Make a list of 10-15 clients you want to connect with over the holidays. Try to schedule a lunch to thank them for their business, or get a commitment to meet in the New Year.
Step 3: Make connections on the networking circuit. Attend as many events as you can, and make a point of working the room to talk to those you know while also introducing yourself to new contacts. Go prepared with a well-rehearsed “elevator speech” and lots of business cards. While you may not be able to have substantive conversations at a crowded cocktail reception, you can ask for a post-holiday meeting with your most promising leads.
Step 4: Listen for new business. The key word here is “listen.” Ask about business challenges and opportunities faced by those you meet. Discover what they will be focusing on in the New Year, then figure out how you, your firm, or one of your referral partners, may be able to help.
Step 5: Prepare to follow up. Don’t drop the ball after the party; your plan is just starting! Make notes for yourself after you leave a party as a reminder of new leads to pursue. Send a handwritten note to those you met to reinforce the on-going conversation. Ask for a meeting with key clients and prospects to further develop the relationship.
Here’s a bonus item for your business development efforts. Talk to the officers, directors, sponsors and program chairperson at parties hosted by Bar associations, trade associations, and media organizations to learn about their 2008 priorities and calendar of events. You just might be able to set the stage for an important speaking or publishing opportunity.
Happy holidays and happy prospecting!
Monday, October 15, 2007
Lawyers Pay the Price on Google
Ever wonder how much attorneys are paying for their text ads on Google?
An article in today's New York Times entitled "Competing for Clients, and Paying by the Click," reports that plaintiff attorneys are paying $58.03 per click for "Oakland personal injury lawyer," $51.68 per click for "asbestos attorney," and $65.21 for "mesothelioma attorney texas." Click here to read the full story: http://www.nytimes.com/2007/10/15/us/15bar.html?_r=1&oref=slogin
Other types of lawyers bid for web site traffic via Google as well. The term "tax lawyer" goes for $34.32 per click, "bankruptcy lawyer" for $8.46 per click, and "patent lawyer" for $5.08.
Does it make sense to pay this much for a potential legal client? It might, but first you have to evaluate the metrics. If the average case for the Oakland personal injury attorney is worth $5,000, and at least one of every 85 clicks (at a cost of $58.03 per click) each converts, then the attorney has simply broken even (not factoring in any other costs, like the expense of administering the ad campaign).
A click is just the beginning, like a response to a direct mail campaign. You may send out 100 letters and get 10 responses, but only one of the ten converts to a client. This gives you a 10% response rate and a 10% conversion rate, but on the overall campaign it is only a 1% result. Internet marketing web works in a similar fashion.
Before jumping into an expensive online ad campaign, law firms and lawyers should analyze their web site carefully. Be sure to have high keyword density on each web page, the proper metatags, and the ability to capture visitor information (address, name, email, phone or whatever is important to you). All of these factors (and more) are elements of search engine optimization, which will improve your law firm's web site ranking in the free search results.
Speaking of capturing visitor information, give strong consideration to storing visitor-supplied leads directly into a database that helps you measure and track your campaign results over time. Prospects require some level of conversion effort, which could take days, weeks or months.
A strong web site analytics program is also important to monitor your web site traffic and the conversion rate from visitor to prospect. Be aware of suspicious "click fraud," or the unscrupulous efforts of competing firms to deplete your click budget by clicking on your ads themselves.
Internet marketing is a wonderful tool, and one that many law firms do not take fully maximize. The caution here is to undertake an online marketing campaign that generates a measured return using the right set of marketing metrics. Like I say, you must be present to win on the Internet. Stake out your claim and monitor your results.
CyberWire (www.cwire.org) publishes lists of the most expensive search terms on its web site.
An article in today's New York Times entitled "Competing for Clients, and Paying by the Click," reports that plaintiff attorneys are paying $58.03 per click for "Oakland personal injury lawyer," $51.68 per click for "asbestos attorney," and $65.21 for "mesothelioma attorney texas." Click here to read the full story: http://www.nytimes.com/2007/10/15/us/15bar.html?_r=1&oref=slogin
Other types of lawyers bid for web site traffic via Google as well. The term "tax lawyer" goes for $34.32 per click, "bankruptcy lawyer" for $8.46 per click, and "patent lawyer" for $5.08.
Does it make sense to pay this much for a potential legal client? It might, but first you have to evaluate the metrics. If the average case for the Oakland personal injury attorney is worth $5,000, and at least one of every 85 clicks (at a cost of $58.03 per click) each converts, then the attorney has simply broken even (not factoring in any other costs, like the expense of administering the ad campaign).
A click is just the beginning, like a response to a direct mail campaign. You may send out 100 letters and get 10 responses, but only one of the ten converts to a client. This gives you a 10% response rate and a 10% conversion rate, but on the overall campaign it is only a 1% result. Internet marketing web works in a similar fashion.
Before jumping into an expensive online ad campaign, law firms and lawyers should analyze their web site carefully. Be sure to have high keyword density on each web page, the proper metatags, and the ability to capture visitor information (address, name, email, phone or whatever is important to you). All of these factors (and more) are elements of search engine optimization, which will improve your law firm's web site ranking in the free search results.
Speaking of capturing visitor information, give strong consideration to storing visitor-supplied leads directly into a database that helps you measure and track your campaign results over time. Prospects require some level of conversion effort, which could take days, weeks or months.
A strong web site analytics program is also important to monitor your web site traffic and the conversion rate from visitor to prospect. Be aware of suspicious "click fraud," or the unscrupulous efforts of competing firms to deplete your click budget by clicking on your ads themselves.
Internet marketing is a wonderful tool, and one that many law firms do not take fully maximize. The caution here is to undertake an online marketing campaign that generates a measured return using the right set of marketing metrics. Like I say, you must be present to win on the Internet. Stake out your claim and monitor your results.
CyberWire (www.cwire.org) publishes lists of the most expensive search terms on its web site.
Tuesday, October 09, 2007
Journalists get the MoJo
Daily Business Review Editor David Lyons said today that journalists are turning into "mobile journalists." Speaking at a legal media panel luncheon co-hosted today by the Legal Marketing Association South Florida City Group and the Palm Beach County Chapter of the Association of Legal Administrators, "MoJo" reporters are becoming multimedia and videography experts as print newspapers turn increasingly to electronic communications.
What does this mean for lawyers and law firm marketers who want to get ink? Stop thinking of press coverage only in the print dimension. Stories that can be supplemented with video clips or audio may get special consideration in a newspaper's web site edition.
Diversity of sources is another key point that was made by the editorial panelists. Tired of reading or hearing the same attorneys get quoted all the time? The reporters may be too! Put a plan into action to get your name in the rolodex of reporters in your field. Journalists will consider an attorney an "A List" source if the lawyer is knowledgeable on legal topics, stays on top of trends, knows how to speak to the press and is available for comment.
Moderated by Don Silver of Boardroom Communications, other panelists included Rick Christie, Business Editor at The Palm Beach Post and Paul Brinkman, Legal Reporter for the South Florida Business Journal.
What does this mean for lawyers and law firm marketers who want to get ink? Stop thinking of press coverage only in the print dimension. Stories that can be supplemented with video clips or audio may get special consideration in a newspaper's web site edition.
Diversity of sources is another key point that was made by the editorial panelists. Tired of reading or hearing the same attorneys get quoted all the time? The reporters may be too! Put a plan into action to get your name in the rolodex of reporters in your field. Journalists will consider an attorney an "A List" source if the lawyer is knowledgeable on legal topics, stays on top of trends, knows how to speak to the press and is available for comment.
Moderated by Don Silver of Boardroom Communications, other panelists included Rick Christie, Business Editor at The Palm Beach Post and Paul Brinkman, Legal Reporter for the South Florida Business Journal.
Wednesday, October 03, 2007
Lawyer Referral Network v. Contact Database
What is the difference between a lawyer referral network and an attorney's contact database? It's a good question, and one I was just asked the other day.
A referral network is a group of 5-10 professionals who have the ability to send you high quality business leads. As an attorney, your referral network may include non-competitive attorneys, bankers, accountants, consultants, financial planners or others. If you don't have a strategic referral network in place working for you, set one up soon. It is like have your own personal sales force without having to pay commissions!
You should plan to meet with each referral network member individually every 30-45 days. Also, be sure to reciprocate by sending business opportunities to those who are providing you with leads. If you find that a network member becomes less productive over time, replace them with a new player.
Your contact database, on the other hand, includes your clients and prospects, as well as members of your referral network. You can prioritize them on an A/B/C basis. You may want to make personal contact with your "A" (best) candidates every 2-3 months, while you contact "B" prospects by phone or in person every 6-8 months. Maintain communications with "C" prospects via email or direct mail.
You can maintain your contacts in some type of contact management software like Act!, Goldmine, Contact Ease, Interaction, or similar services.
If you want to read more about legal marketing and attorney business development, read my new book "Courting Your Clients: The Essential Guide to Legal Marketing." See www.courtingyourclients.com.
A referral network is a group of 5-10 professionals who have the ability to send you high quality business leads. As an attorney, your referral network may include non-competitive attorneys, bankers, accountants, consultants, financial planners or others. If you don't have a strategic referral network in place working for you, set one up soon. It is like have your own personal sales force without having to pay commissions!
You should plan to meet with each referral network member individually every 30-45 days. Also, be sure to reciprocate by sending business opportunities to those who are providing you with leads. If you find that a network member becomes less productive over time, replace them with a new player.
Your contact database, on the other hand, includes your clients and prospects, as well as members of your referral network. You can prioritize them on an A/B/C basis. You may want to make personal contact with your "A" (best) candidates every 2-3 months, while you contact "B" prospects by phone or in person every 6-8 months. Maintain communications with "C" prospects via email or direct mail.
You can maintain your contacts in some type of contact management software like Act!, Goldmine, Contact Ease, Interaction, or similar services.
If you want to read more about legal marketing and attorney business development, read my new book "Courting Your Clients: The Essential Guide to Legal Marketing." See www.courtingyourclients.com.
Saturday, September 01, 2007
LMA Bay Area Tech Program Features Internet Marketing Panel
"Must Be Present to Win: Law Firm Marketing on the Internet” is the topic of an Internet marketing panel being moderated by law firm marketing consultant Margaret Grisdela, President of Legal Expert Connections, at the Legal Marketing Association’s Bay Area Chapter Ninth Annual Technology Program in San Francisco on September 5, 2007.
“Keywords are the currency of the digital economy, convertible into cash when site visitors become clients,” said Ms. Grisdela. “Smart law firm marketers need to know how to position their firms online for search engine visibility.”
Session attendees will learn about search engine optimization (SEO), email marketing for law firms, why keywords are critical to attract visitors to a law firm’s website, and how to build client value into a law firm’s web site.
Business purchasers of legal services are turning to the Internet with increasing frequency to identify and research suitable law firms and attorneys. General Counsel might use Google, check lawyer rankings in rating services, or consult a legal directory; however, most refer to law firm web sites when they need to hire outside counsel without a personal reference.
Details on the one-day conference, including panel participants, are available at http://www.lmabayarea.org/techshow.
“Keywords are the currency of the digital economy, convertible into cash when site visitors become clients,” said Ms. Grisdela. “Smart law firm marketers need to know how to position their firms online for search engine visibility.”
Session attendees will learn about search engine optimization (SEO), email marketing for law firms, why keywords are critical to attract visitors to a law firm’s website, and how to build client value into a law firm’s web site.
Business purchasers of legal services are turning to the Internet with increasing frequency to identify and research suitable law firms and attorneys. General Counsel might use Google, check lawyer rankings in rating services, or consult a legal directory; however, most refer to law firm web sites when they need to hire outside counsel without a personal reference.
Details on the one-day conference, including panel participants, are available at http://www.lmabayarea.org/techshow.
Wednesday, August 22, 2007
Attorney Billable Hour Rate Hits $1,000
In an article today entitled "Lawyers Gear Up Grand New Fees," The Wall Street Journal reports that the hourly rate for some leading New York lawyers is crossing the $1,000 per hour threshold. This is yet another example of how the legal industry is a "treadmill paved with gold," a phrase made popular by Aric Press, Editorial Director of ALM.
While high billing rates are lucrative for the attorneys and law firms who can command these lofty fees, it also sets the stage for further negative backlash against high legal costs by increasingly cost-conscious corporate clients. A top national legal expert with a proven track record who's leading a "bet the company" type of case may deliver great value at $1,000 per hour when s/he ultimately saves the client millions with a favorable outcome. In other cases, attorneys will find clients facing a psychological pricing barrier at $1,000 per hour or more.
Marketers face the pricing question when determining the right price for a product to sell properly. What is the difference between $99.95 and $100, other than a nickel? The answer is in the mind of the buyer. $99.95 looks like a great value, while $100 may appear to be expensive. The marketers rule of thumb is that if the market is price sensitive, the lower price is the better approach. Higher prices work where the market is price-insensitive.
Pricing is a fascinating subject with many possible solutions. Outside of the New York price leaders, Managing Partners are advised to carefully evaluate less obvious pricing and bundling options that contribute to firm profitability. Alternatives include cross-selling, up-selling, increased client retention, service bundles and higher "switching costs."
These and other ideas are outlined in more detail in my new legal marketing book, Courting Your Clients: The Essential Guide to Legal Marketing. See www.courtingyourclients.com for details.
While high billing rates are lucrative for the attorneys and law firms who can command these lofty fees, it also sets the stage for further negative backlash against high legal costs by increasingly cost-conscious corporate clients. A top national legal expert with a proven track record who's leading a "bet the company" type of case may deliver great value at $1,000 per hour when s/he ultimately saves the client millions with a favorable outcome. In other cases, attorneys will find clients facing a psychological pricing barrier at $1,000 per hour or more.
Marketers face the pricing question when determining the right price for a product to sell properly. What is the difference between $99.95 and $100, other than a nickel? The answer is in the mind of the buyer. $99.95 looks like a great value, while $100 may appear to be expensive. The marketers rule of thumb is that if the market is price sensitive, the lower price is the better approach. Higher prices work where the market is price-insensitive.
Pricing is a fascinating subject with many possible solutions. Outside of the New York price leaders, Managing Partners are advised to carefully evaluate less obvious pricing and bundling options that contribute to firm profitability. Alternatives include cross-selling, up-selling, increased client retention, service bundles and higher "switching costs."
These and other ideas are outlined in more detail in my new legal marketing book, Courting Your Clients: The Essential Guide to Legal Marketing. See www.courtingyourclients.com for details.
Thursday, August 16, 2007
Butler Rubin Finds Business Development Success
Law.com has an interesting article today about how the Chicago-based law firm of Butler Rubin Saltarelli & Boyd achieved success in business development. After several YEARS of effort in trying to encourage individual attorney marketing, the firm finally decided to link attorney business development efforts directly to compensation.
Attorneys were awarded "points" with a significant monetary value for specific business building activities, including:
A lesson here is that it takes time, clear direction, senior level commitment and the establishment of consequences to achieve a true behavioral change in favor of high level business development at a firm or practice group level.
Read the full story at:
http://www.law.com/jsp/law/sfb/lawArticleSFB.jsp?id=1187168521845
Looking for ways to develop your practice? Read our new book, "Courting Your Clients: The Essential Guide to Legal Marketing." http://www.legalexpertconnections.com/courtingyourclients.html
Attorneys were awarded "points" with a significant monetary value for specific business building activities, including:
- Attorney credentialing through published articles, speeches, and industry leadership
- Attention to current clients for account growth
- New client development
A lesson here is that it takes time, clear direction, senior level commitment and the establishment of consequences to achieve a true behavioral change in favor of high level business development at a firm or practice group level.
Read the full story at:
http://www.law.com/jsp/law/sfb/lawArticleSFB.jsp?id=1187168521845
Looking for ways to develop your practice? Read our new book, "Courting Your Clients: The Essential Guide to Legal Marketing." http://www.legalexpertconnections.com/courtingyourclients.html
Saturday, July 07, 2007
Law Firms to Partners: Bring in the Business or Risk De-Equitization
Law firms today want to increase their "stock price," according to Mayer Brown Chairman James Holzhauer. Quoted in a July 6, 2007 Wall Street Journal article entitled "Partnership is No Longer a Tenured Position," Mr. Holzhauer was commenting on Mayer Brown's move to fire or demote 45 partners earlier this year in an effort to increase "profits per partner." Other law firms taking similar actions include Jenner & Block LLP, and Powell Goldstein LLP, according to the article.
What does this mean for partners at AmLaw 100 or AmLaw 200 firms, where "profits per partner" is closely scrutinized? Partners must bring in profitable new business and expand existing client relationships, or risk the threat of losing an equity position and possibly their job. While "finders" are a hot commodity, partners who fall into the category of "minders and grinders" must learn new business development skills quickly to keep a constant flow of quality prospects in the pipeline.
How can a partner meet this challenge? Attorneys need to realize that marketing is a process and not an event. Business development requires a clearly defined marketing plan based firmly on a set of goals and objectives. The plan can be short and sweet, even 2-3 pages will work. The secret to success is to work the plan substantively every day. Never stop marketing!
Attorneys can learn how to create high quality leads through speaking engagements, publishing opportunities, direct mail, referral networks and more in the upcoming legal marketing book, "Courting Your Clients: The Essential Guide to Legal Marketing." Six simple steps contained in the CLIENT RainmakingTM methodology, outlined in the book, include:
1. Create a law firm or attorney marketing plan
2. Launch your plan
3. Inspect the results of your marketing plan
4. Educate yourself and your audience on industry challenges
5. Nurture your leads to turn them into clients
6. Team with your new clients for a long term relationsh
Details at http://legalexpertconnections.com/courtingyourclients.html. Blogger and author Margaret Grisdela will supply a sample attorney marketing plan on request to mg@legalexpertconnections.com.
What does this mean for partners at AmLaw 100 or AmLaw 200 firms, where "profits per partner" is closely scrutinized? Partners must bring in profitable new business and expand existing client relationships, or risk the threat of losing an equity position and possibly their job. While "finders" are a hot commodity, partners who fall into the category of "minders and grinders" must learn new business development skills quickly to keep a constant flow of quality prospects in the pipeline.
How can a partner meet this challenge? Attorneys need to realize that marketing is a process and not an event. Business development requires a clearly defined marketing plan based firmly on a set of goals and objectives. The plan can be short and sweet, even 2-3 pages will work. The secret to success is to work the plan substantively every day. Never stop marketing!
Attorneys can learn how to create high quality leads through speaking engagements, publishing opportunities, direct mail, referral networks and more in the upcoming legal marketing book, "Courting Your Clients: The Essential Guide to Legal Marketing." Six simple steps contained in the CLIENT RainmakingTM methodology, outlined in the book, include:
1. Create a law firm or attorney marketing plan
2. Launch your plan
3. Inspect the results of your marketing plan
4. Educate yourself and your audience on industry challenges
5. Nurture your leads to turn them into clients
6. Team with your new clients for a long term relationsh
Details at http://legalexpertconnections.com/courtingyourclients.html. Blogger and author Margaret Grisdela will supply a sample attorney marketing plan on request to mg@legalexpertconnections.com.
Monday, July 02, 2007
What are your Law Firm Clients Thinking?
Clients are different than customers, according to something I read recently. A client is "in the care of" someone, whereas a customer simply is someone who buys a product or service from you.
Are your clients truly in your care? Do you not only spend time wondering what their worries and industry challenges are, but take it a step further to actively solicit this information? Do you create and suggest proactive solutions to make their life easier?
There are several ways to gain valuable client feedback, including:
1. Adopt "end of matter" questionnaires, sent automatically when you finish an engagement. Ask the client if the work was done on time, on budget and to their satisfaction. What could you do better next time?
2. Conduct an annual client satisfaction survey. Assign an influential firm representative to sit down with your top accounts off the clock to find out how you rate.
3. Form a client advisory panel. Invite important clients and industry leaders to join a prestigious group that will advise your firm on matters including practice development, branding, quality of service, billing practices and reward systems.
The challenge is to act on the feedback you receive. Positive reinforcement is reassuring, but it takes a strong firm to tackle the tough issues that clients raise. If you can deal with previously intractable billing systems, problem partners or late phone calls, chances are you will start to see your client retention rates rise along with your firm's profitability.
***
Margaret Grisdela is author of the upcoming book "Courting Your Client: The Essential Guide to Legal Marketing."
Are your clients truly in your care? Do you not only spend time wondering what their worries and industry challenges are, but take it a step further to actively solicit this information? Do you create and suggest proactive solutions to make their life easier?
There are several ways to gain valuable client feedback, including:
1. Adopt "end of matter" questionnaires, sent automatically when you finish an engagement. Ask the client if the work was done on time, on budget and to their satisfaction. What could you do better next time?
2. Conduct an annual client satisfaction survey. Assign an influential firm representative to sit down with your top accounts off the clock to find out how you rate.
3. Form a client advisory panel. Invite important clients and industry leaders to join a prestigious group that will advise your firm on matters including practice development, branding, quality of service, billing practices and reward systems.
The challenge is to act on the feedback you receive. Positive reinforcement is reassuring, but it takes a strong firm to tackle the tough issues that clients raise. If you can deal with previously intractable billing systems, problem partners or late phone calls, chances are you will start to see your client retention rates rise along with your firm's profitability.
***
Margaret Grisdela is author of the upcoming book "Courting Your Client: The Essential Guide to Legal Marketing."
Friday, June 29, 2007
Dykema Gossett uses Mini Sites for Search Engine Visibility
I just came across an example of a very effective law firm marketing technique that might be of interest to you.
In addition to their primary web site at www.dykema.com, the Michigan-based firm of Dykema Gossett offers a series of very targeted "mini sites" at www.dykema.com/minisites/default.asp. One of the sites is an in-depth presentation of their capabilities in the area of gaming regulation (see http://www.gaminglawyers.net/).
Here are some benefits the firm gets from using law firm mini sites:
- Higher search engine visibility through content-rich pages
- Ability to leverage investment in main web site through shared attorney bios
- Reinforce the firm's expertise as leaders in the field of gaming regulation
- Better PR by attracting journalists who cover the gaming industry
The Internet is an excellent (and frequently underutilized) way to showcase legal services. This use of mini sites is a creative approach to generate more traffic and impress visitors who want to get more information on the firm.
In addition to their primary web site at www.dykema.com, the Michigan-based firm of Dykema Gossett offers a series of very targeted "mini sites" at www.dykema.com/minisites/default.asp. One of the sites is an in-depth presentation of their capabilities in the area of gaming regulation (see http://www.gaminglawyers.net/).
Here are some benefits the firm gets from using law firm mini sites:
- Higher search engine visibility through content-rich pages
- Ability to leverage investment in main web site through shared attorney bios
- Reinforce the firm's expertise as leaders in the field of gaming regulation
- Better PR by attracting journalists who cover the gaming industry
The Internet is an excellent (and frequently underutilized) way to showcase legal services. This use of mini sites is a creative approach to generate more traffic and impress visitors who want to get more information on the firm.
Wednesday, June 27, 2007
GCs speak to South Florida Legal Marketers
The General Counsel from Bank Atlantic, Lady of America Fitness and United Automobile Insurance Group spoke to the South Florida City Group of the Legal Marketing Association last week. The panel provided marketers with insight on how to attract and retain corporate accounts.
Published articles and case studies, displayed on web sites or distributed through direct mail, are recommended ways to get the attention of a busy GC. Corporate clients are also impressed when an attorney offers them proactive advice and guidance focused on challenging issues they might be facing.
These panelists place value on organized law firm web sites that offer high quality information on attorney bio and practice group pages. Specifically, the GCs like to see detailed lawyer bios that include a specific case list with an indication of wins, cases argued and the results of appellate cases. Clients lists are also important, because they provide an indicator of the law firm's competitive position.
The quality and depth of law firm relationships and connections with industry leaders, legislators and governmental agencies are valued by the General Counsel who spoke.
While it is always surprising to hear of common etiquette breaches, the GCs cautioned law firm marketers that attorneys need to return phone calls, Associates should not be rude to client staff members, and clients don't like to pay for lots of associate "research" time after they hire an attorney for their expertise.
Published articles and case studies, displayed on web sites or distributed through direct mail, are recommended ways to get the attention of a busy GC. Corporate clients are also impressed when an attorney offers them proactive advice and guidance focused on challenging issues they might be facing.
These panelists place value on organized law firm web sites that offer high quality information on attorney bio and practice group pages. Specifically, the GCs like to see detailed lawyer bios that include a specific case list with an indication of wins, cases argued and the results of appellate cases. Clients lists are also important, because they provide an indicator of the law firm's competitive position.
The quality and depth of law firm relationships and connections with industry leaders, legislators and governmental agencies are valued by the General Counsel who spoke.
While it is always surprising to hear of common etiquette breaches, the GCs cautioned law firm marketers that attorneys need to return phone calls, Associates should not be rude to client staff members, and clients don't like to pay for lots of associate "research" time after they hire an attorney for their expertise.
Wednesday, June 20, 2007
How to Narrow your Legal Practice and Get More Business
I'm back from my blog hiatus after getting my new legal marketing book, "Courting Your Clients: The Essential Guide to Legal Marketing," ready to go to press.
Last week I had the opportunity to attend the very informative business development conference sponsored by the Legal Sales & Service Organization (www.legalsales.org) entitled "Raindance."
Cordell Parvin, of Cordell Parvin LLC and a former partner at Jenkens & Gilchrist, was one of the speakers at the Raindance conference. He told the story of how he created a highly successful legal practice in transportation law by continually narrowing his practice. Gain a deep understanding of the industry issues facing your legal clients, Parvin advises, then create a solutions-based approach that includes your services. Publicize the solution widely through speaking, legal articles, white papers, PR and other outreach efforts. This strategy worked well for Mr. Parvin, who has advised clients on Boston's "big dig," the new Denver airport and other national transportation projects.
What are the pain points in your industry? What steps should your legal clients take proactively to protect their business or family? Give this some serious thought and you are likely to come up with a business development platform that can work for you.
Last week I had the opportunity to attend the very informative business development conference sponsored by the Legal Sales & Service Organization (www.legalsales.org) entitled "Raindance."
Cordell Parvin, of Cordell Parvin LLC and a former partner at Jenkens & Gilchrist, was one of the speakers at the Raindance conference. He told the story of how he created a highly successful legal practice in transportation law by continually narrowing his practice. Gain a deep understanding of the industry issues facing your legal clients, Parvin advises, then create a solutions-based approach that includes your services. Publicize the solution widely through speaking, legal articles, white papers, PR and other outreach efforts. This strategy worked well for Mr. Parvin, who has advised clients on Boston's "big dig," the new Denver airport and other national transportation projects.
What are the pain points in your industry? What steps should your legal clients take proactively to protect their business or family? Give this some serious thought and you are likely to come up with a business development platform that can work for you.
Thursday, April 12, 2007
How General Counsel Measure Law Firm Success
The Legal Marketing Association (www.legalmarketing.org) recently held its Annual Meeting in Atlanta. One of several programs I attended was entitled "Measuring Up: How Clients Evaluate Outside Counsel and How Your Firm Can Achieve Top Marks." Panelists were drawn from the General Counsel's office at ING Insurance, Georgia Pacific and Coca Cola.
Here are a few insightful suggestions about how law firms can stand apart from the competiton:
1. GCs are not looking for a "suit off the rack." Lawyers need to take the time to understand the prospect's business, industry and unique challenges. GCs want to see a cohesive team that invests the time to recommend strategic solutions to the client's issues.
2. Corporate clients are less price sensitive if they believe that they are getting good value. Attorneys should develop an approach that says, "Here are 5 ways we can help you win in an cost-effective way."
3. Bring solutions to the table, like "Here are 4 things you can do to avoid problems of e-discovery."
4. Offer insight into future trends. What does the GC need to anticipate in 2008 and beyond? What steps should they be taking now?
5. Published articles can influence attorney selection! When a GC reads a well written article written by an attorney on an issue they face, the GC is likely to contact the attorney for further information.
NEXT: Law firm billing practices can make or break the engagement. Coming soon.
Here are a few insightful suggestions about how law firms can stand apart from the competiton:
1. GCs are not looking for a "suit off the rack." Lawyers need to take the time to understand the prospect's business, industry and unique challenges. GCs want to see a cohesive team that invests the time to recommend strategic solutions to the client's issues.
2. Corporate clients are less price sensitive if they believe that they are getting good value. Attorneys should develop an approach that says, "Here are 5 ways we can help you win in an cost-effective way."
3. Bring solutions to the table, like "Here are 4 things you can do to avoid problems of e-discovery."
4. Offer insight into future trends. What does the GC need to anticipate in 2008 and beyond? What steps should they be taking now?
5. Published articles can influence attorney selection! When a GC reads a well written article written by an attorney on an issue they face, the GC is likely to contact the attorney for further information.
NEXT: Law firm billing practices can make or break the engagement. Coming soon.
Sunday, April 01, 2007
Martindale now offers "Top 10" Law Firm Lists
As evidence of the increasingly competitive nature of legal marketing, law firms are now being ranked monthly by Martindale-Hubbell according to several measures indicated below.
Peer Review Rating. This list measures the total number of Peer Review rated lawyers at each firm during the past month, with breakdowns at the partner and associate level.
Visibility. Firm and attorney profiles that received the most page views on Martindale.com are highlighted in this Top 10 list.
Law firms that want to be on the "short list" for new business development will find these new Martindale lists to be either a benefit or a detriment.
Litigation Activity. Top 10 firms are determined by the number of cases handled by each firm in Federal District Court during the previous 24 months. Litigation areas include antitrust, copyrights, insurance, intellectual property, labor & employment, patents, product liability, securities and trademarks.
Peer Review Rating. This list measures the total number of Peer Review rated lawyers at each firm during the past month, with breakdowns at the partner and associate level.
Visibility. Firm and attorney profiles that received the most page views on Martindale.com are highlighted in this Top 10 list.
Law firms that want to be on the "short list" for new business development will find these new Martindale lists to be either a benefit or a detriment.
Tuesday, March 13, 2007
Get on the Google Map - Here's How
Google is the world's #1 search engine, and thousands of consumers and business professionals look for local legal services every day.
Did you know that you can easily add your law firm to the Google Map? Best of all, it is FREE. Click here http://maps.google.com/, then choose "Add or Edit your Business" near the bottom of the page.
The Google Local Business Center lets you categorize your legal services and list your hours of operation. If your law firm has more than 10 offices, you can conveniently upload a file of addresses.
Registering for Google Maps is simple. Just use the link listed above to get started. Look for the invitation that says: Business Owners - Add or Edit your Business. Follow the instructions and your law firm will be on the Google map!
Did you know that you can easily add your law firm to the Google Map? Best of all, it is FREE. Click here http://maps.google.com/, then choose "Add or Edit your Business" near the bottom of the page.
The Google Local Business Center lets you categorize your legal services and list your hours of operation. If your law firm has more than 10 offices, you can conveniently upload a file of addresses.
Registering for Google Maps is simple. Just use the link listed above to get started. Look for the invitation that says: Business Owners - Add or Edit your Business. Follow the instructions and your law firm will be on the Google map!
Monday, February 26, 2007
Now is the Time for First Quarter Client Communications
Have you reached out to communicate with your clients and prospects yet this first quarter of 2007? If not, now is a great time to plan and launch a quick marketing campaign for March.
Here are 3 ideas you can use:
1. Write and distribute an enewsletter. All you need is a permissioned email list, meaning the email addresses for your clients, key prospects and your referral network. This is a fast and inexpensive to reach many people simultaneously. Need help? Give us a call.
2. Have you published an article recently? If so, mail it to your clients and prospects with a brief cover note. Invite the reader to call you to discuss how the topic relates to their practice. (First, a hint. Make sure you get "reprint rights" from your publisher.)
3. Write a 2-3 page "white paper" on a topic like pending legislation, a new industry trend or a checklist of compliance items that will help your client run their business. Have a graphic designer apply a pleasing visual look and print the piece on nice glossy white paper for direct mail, as well as formatting in PDF for your website.
Remember, never stop marketing!
We can help you translate your marketing plans into reality. Contact Margaret Grisdela at 866-417-7025 or mg@legalexpertconnections.com. More marketing means more clients.
Here are 3 ideas you can use:
1. Write and distribute an enewsletter. All you need is a permissioned email list, meaning the email addresses for your clients, key prospects and your referral network. This is a fast and inexpensive to reach many people simultaneously. Need help? Give us a call.
2. Have you published an article recently? If so, mail it to your clients and prospects with a brief cover note. Invite the reader to call you to discuss how the topic relates to their practice. (First, a hint. Make sure you get "reprint rights" from your publisher.)
3. Write a 2-3 page "white paper" on a topic like pending legislation, a new industry trend or a checklist of compliance items that will help your client run their business. Have a graphic designer apply a pleasing visual look and print the piece on nice glossy white paper for direct mail, as well as formatting in PDF for your website.
Remember, never stop marketing!
We can help you translate your marketing plans into reality. Contact Margaret Grisdela at 866-417-7025 or mg@legalexpertconnections.com. More marketing means more clients.
Monday, February 12, 2007
New 2007 Law Firm Business is at your Fingertips
Your greatest opportunity for new law firm business in 2007 is hidden in your existing accounts. New legal business obtained from current or past clients tends to be more profitable, due to a lower cost of acquisition and a higher likelihood of successful completion.
It is actually fairly simple to generate new revenue from current clients by following these five business development steps:
1. Take a client to lunch (off the clock). Invite a high-potential legal client to join you for a meal at a nice local restaurant. Demonstrate your interest in their business or personal challenges, competitive environment and 2007 plans. Listen carefully to determine how your legal expertise can help the client better achieve their goals.
2. Up-sell and cross-sell more law firm services. Many clients may not understand the full range of legal services your firm offers. For example, family law attorneys may also educate clients on wills and estates. If you handle Intellectual Property matters, encourage clients to consider proactive trade secret protection available through your employment law practice.
3. Identify and protect “at risk” accounts. In any book of business, some accounts are in danger of leaving. You can identify these accounts by a decrease in billing patterns or less frequent communication. Take action to prevent these clients from leaving and you will improve your profitability and retention rate.
4. Re-establish inactive accounts. It’s natural that over time some clients drift away. Identify these accounts and contact them to see what happened. Invite former clients to start using your law firm again, or at least to refer others who might use your legal services.
5. Conduct a client satisfaction survey. Ask your clients what you do well and where you need improvement. While this sounds scary, your clients will appreciate your interest and provide some constructive suggestions for your consideration.
Here’s another secret to successful marketing: not every client is a good client. Create an “ideal client profile” and do not accept cases that you know from experience are not right for your firm.
It is actually fairly simple to generate new revenue from current clients by following these five business development steps:
1. Take a client to lunch (off the clock). Invite a high-potential legal client to join you for a meal at a nice local restaurant. Demonstrate your interest in their business or personal challenges, competitive environment and 2007 plans. Listen carefully to determine how your legal expertise can help the client better achieve their goals.
2. Up-sell and cross-sell more law firm services. Many clients may not understand the full range of legal services your firm offers. For example, family law attorneys may also educate clients on wills and estates. If you handle Intellectual Property matters, encourage clients to consider proactive trade secret protection available through your employment law practice.
3. Identify and protect “at risk” accounts. In any book of business, some accounts are in danger of leaving. You can identify these accounts by a decrease in billing patterns or less frequent communication. Take action to prevent these clients from leaving and you will improve your profitability and retention rate.
4. Re-establish inactive accounts. It’s natural that over time some clients drift away. Identify these accounts and contact them to see what happened. Invite former clients to start using your law firm again, or at least to refer others who might use your legal services.
5. Conduct a client satisfaction survey. Ask your clients what you do well and where you need improvement. While this sounds scary, your clients will appreciate your interest and provide some constructive suggestions for your consideration.
Here’s another secret to successful marketing: not every client is a good client. Create an “ideal client profile” and do not accept cases that you know from experience are not right for your firm.
Wednesday, January 24, 2007
Client Teams for Law Firm Marketing
Client service teams represent an increasingly popular approach to serving the needs of large, complex law firm accounts. Focused on a law firm's largest corporate customers, client teams draw together attorneys and support professionals across offices and practice groups to monitor case work, service levels and billings on a regular basis.
Since a law firm's largest current accounts represent the best source for new business, the deeper communication level and account understanding generated by client teams creates new business opportunities as well. Team members gain insight on new product offerings being planned by the client, or get an early lead on helping a client prepare for legislative or industry challenges.
You'll find an informative artice on client teams online in a recent issue of the American Bar Association's Law Practice Management Magazine:
http://www.abanet.org/lpm/lpt/articles/pmqa02061.shtml
Since a law firm's largest current accounts represent the best source for new business, the deeper communication level and account understanding generated by client teams creates new business opportunities as well. Team members gain insight on new product offerings being planned by the client, or get an early lead on helping a client prepare for legislative or industry challenges.
You'll find an informative artice on client teams online in a recent issue of the American Bar Association's Law Practice Management Magazine:
http://www.abanet.org/lpm/lpt/articles/pmqa02061.shtml
Monday, January 01, 2007
Legal Marketing & Business Development for 2007
It's January 1st ... do you have your legal or litigation support marketing plan in place?
Plan to address basic marketing activities in your 2007 plan, including:
Plan to address basic marketing activities in your 2007 plan, including:
- Key legal or litigation services you offer
- Your primary audience
- The message(s) you want to communicate
- Pipeline management
- Referral network
- Speaking engagements
- Publishing opportunities
- Website and Internet marketing
- Seminars and sponsorships
You can only manage what you can measure, so now is the time to prepare your plan and commit it to a monthly calendar of marketing activities.
Need some help to get started? Just give us a call at 1-866-417-7025 to discuss your marketing needs.
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