Rainmaking Club: Legal Marketing, Attorney Business Development, Expert Marketing

Marketing to Current and Past Clients

2012-02-06T19:23:00.000-05:00

Your competitors covet your law firm's clients. It is well worth your time to stay close to both current and past accounts, particularly since they are your best source for new business.

If you have not done so already, start right now to compose a Q1 letter to your client base. The beginning of the New Year is a perfect time to market, particularly because many law firms have a fairly long business development cycle.

Use your holiday list as the basis for a letter advising clients on legal considerations that will affect their business or family in the coming 12 months. Offer a call-to-action, like a free consultation or an educational seminar, to accelerate the business development process.

New Year's Goal for Lawyers: Keep Your Clients!

2012-01-02T17:59:00.000-05:00

Reassess your lawyer for 2102 is advice the Wall Street Journal gave to readers over the New Year's weekend. If you are the lawyer, this should cause you at least a momentary pause to consider the strength of your client relations and legal marketing campaigns.

Questions that business owners, corporate executives, and high net worth individuals should ask their lawyer, according to the Journal, include:

How do you charge?
What will the total cost be?
Will you or a junior associate handle my matters?

These questions are intended to cover personal estate management primarily, but they apply to many legal situations. Since this is a time of New Year's resolutions, here are some tips on best answers lawyers can give clients.

Out for 2012 - How Not to Answer

Distinguishing your legal services on the basis of price is a race to the bottom. You will find yourself with a roster of cheap clients who are likely to leave you as soon as they find a lower cost attorney. Better to sidestep this question entirely if at all possible, and demonstrate your value on the basis of the strength of your relationship.

In for 2012 - How to Get Rave Client Reviews

Building a strong lawyer-client relationship happens over time. Here's how:

Clearly define the services you will deliver, including a timeline and budget. You don't need to be the lowest-price attorney on the block to be perceived as offering a superior value.
Deliver your services in accordance with your promise, and remind the client politely that you are doing so with clear invoices and activity reports.
Respond to client emails and phone calls promptly.
Be proactive in offering fresh suggestions or new alternatives to your client.
Educate clients on relevant legal news with periodic and substantive newsletters or seminars.
Go the extra step to look after the client's best interests whenever possible.

Attorneys are under intense scrutiny today with all the lawyer ratings services, social media marketing, and 24/7 Internet communications. Those lawyers who stay close to their clients, while also fitting time in for business development, will be IN (like "in the money") for 2012.

By the way, the article also suggests that clients evaluate their accountant and financial advisor as well as their attorney. Since this is a legal marketing blog, however, we will respectfully leave the other professionals to fend for themselves.

Let's connect on social media, including Linkedin, Twitter @RainmakingLady, and Facebook.

Young Lawyers Starting their Own Law Firms

2011-11-27T17:22:00.000-05:00

Associate attorneys are showing an entrepreneurial streak as more strike out on their own as a solo practitioner, or join forces with a partner, according to a recent New York Times article titled Skipping the Partner Track for a Shingle of One's Own.

These lawyers want more control over their futures ... they do not want to wait until they become partner to have meaningful relationships with clients. ... The economy is another factor.

A common challenge faced by these fledgling law firms in trying to build a book of business is the tendency to underestimate both expense levels and the time needed for law firm marketing.

Success factors in starting a new law practice include the following, according to several of the attorneys interviewed:

Flat rate billing
Selecting the right clients (like I always say, not every client is a good client)
Time management, including prioritization and scheduling time for marketing
Understanding your cost structure
Maintaining a cash cushion to allow for 3-6 months with no income

Here is a sample law firm marketing plan, for those lawyers who are busy looking ahead to 2012.

Law School Loopholes: Practical Training & Business Development

2011-11-20T18:39:00.000-05:00

What do General Counsel and other corporate clients wish associates were taught in law school? Here is a list law firms may want to study. It's taken from a New York Times article titled: What They Don’t Teach Law Students: Lawyering.

A better understanding of modern litigation practice, which is about gathering facts and knowing how to settle a case.
Greater familiarity with transactions law, including how to draft, evaluate and challenge a contract.
Deeper knowledge of regulatory law and the ability to respond to a regulatory inquiry or enforcement action.
Basic corporate legal skills, like how to perform due diligence.
Writing skills. Partners at law firms say they spend a lot of time improving the writing of their first- and second-year associates.
A stronger grasp of the evolving economics of legal practice, which will rely less on leveraging the time of new associates and more on entrepreneurship.

Law firms may want to add business development to the list, since getting a client is an essential skill that can be acquired over time.

Law Firm Email Newsletters Attract Business

2011-10-24T20:29:00.000-05:00

In all the excitement about social media, it can be easy to overlook older legal marketing technology like e-newsletters.

We sent out an email newsletter recently for an attorney with an insurance practice. The newsletter list was fairly small (under 250), since we are starting some new marketing campaigns, yet it was effective in delivering two solid new business opportunities.

The email platform we use is Constant Contact, but there are many similar options available.

It is easy to integrate social media like Twitter, Facebook and LinkedIn with your email newsletter by just adding a few links into the body of your newsletter. Once your e-newsletter is distributed, you can also promote it by posting a link on Twitter or LinkedIn.

One common mistake to avoid with an enewsletter is to include an attachment. It is better to either include all your material in the body of your newsletter, or link out to a page on your website that provides the reader with more in-depth material. Attachments can get caught in spam filters, which means that some recipients will never get the chance to read your email.

Sending an e-newsletter once a month is a good schedule. Be sure to write a catch subject line, since that is a key determinant in whether your email is opened.

Contact the author if you would like more information on email marketing. Find me on Twitter @Rainmaking Lady, Facebook, and LinkedIn.

Florida Lawyer Advertising Rules Relaxed

2011-10-14T17:49:00.000-05:00

Restrictions placed on manipulative ads or background noises other than instrumental music by The Florida Bar violate lawyer's First Amendment rights, according to Florida federal judge Marcia Morales Howard.

The recent ruling came in a 2008 lawsuit filed by Jacksonville plaintiffs’ lawyer William Harrell Jr., who persistently challenged the constitutional aspects of Florida's attorney advertising guidelines.

As Florida lawyers are well aware, the state is one of the most restrictive in the country in regard to legal marketing promotions. Lawyers who are licensed in other states but seek business in Florida are also subject to The Florida Bar's scrutiny.

For those of you who are curious, click the following link to read The Florida Bar's 92-page! Handbook on Lawyer Advertising and Solicitation, now in its 9th edition.

This ruling is most likely to affect personal injury attorneys, who advertise aggressively to consumers across multiple marketing campaigns (TV, radio, print, Internet, etc.). The ruling does not change the requirement that most ads and direct mail campaigns need to be filed with The Florida Bar prior to or simultaneous with first use.

If you have questions about legal marketing in Florida or other states, contact the @RainmakingLady via our website.

Attorney Networking Tips for Business Development

2011-09-29T14:30:00.000-05:00

Here are a few tips attorneys can use to you turn a calendar of networking events into a powerhouse for new business development.

1. Arrange the Speaker

Serving on an organization’s Program Committee gives you the perfect chance to reach out to business and community leaders within the context of a professional, non-sales environment. You will expand your network while being recognized as a go-getter.

2. Invite People to Join You

If you don’t like to go to events alone, arrange for others to join you at the event or for a bite to eat prior to arriving. Once you get there, agree to break up so you can canvas the room separately. Share leads with your friends as appropriate.

3. Review the Attendee List in Advance

Larger events frequently make a pre-show attendee list available. Check over registrant names, and send an email to those you know to suggest that you connect on site. Also identify people you want to meet, and try to arrange an introduction.

4. Connect with Prospects at the Event

Work the room at every event you attend. Set a goal of collecting 5-10 new business cards. Talk long enough for meaningful mutual interactions, and then move on to new prospects.

5. Schedule Follow Up Meetings

Ask for permission to contact a prospect or a potential referral source after the event. If they say yes, give them a call to schedule coffee or a lunch meeting.

6. Break the Ice

One of the attorneys I coach has excellent networking skills, yet finds it hard to get into the groove of a 2-3 day industry conference. One technique she’s developed to overcome this is to schedule a first day get-together for 5 to 10 people that she knows will be at an event. They might meet for a drink before the official Welcoming Reception, for example. This gives her a base of people she can stay in touch with over the course of the conference, while also reaching out to develop new contacts.

7. Find the Events Your Prospects Attend

Invest some time to identify the organizations that offer you the best mix of maximum prospects with minimum competitors. Then work these groups for a long-term growth perspective.

Contact Margaret Grisdela via Twitter @RainmakingLady or LinkedIn to discuss the legal marketing networking strategies for you. Also visit our blog www.CourtingYourClients.com.

Florida Lawyers Must be on Best Behavior

2011-09-17T16:15:00.000-05:00

Civility is lacking in the practice of law, according to the Supreme Court of Florida.

As an inducement to better behavior, the Oath of Admission to The Florida Bar will now contain the following pledge:

To opposing parties and their counsel, I pledge fairness, integrity, and civility, not only in court, but also in all written and oral communications.

Effective immediately, the ruling recognizes the importance of respectful and civil conduct in the practice of law. The American Board of Trial Advocates (ABOTA) played a role in the Court's decision, which also reflects a similar provision used in South Carolina.

The Code of Professional Conduct is not to be taken lightly in Florida. The Bar's scrutiny of attorney advertising is so strict that it is one of the few states in the country with a fee-based filing and review process for every advertisement (TV, radio, print, and billboard) and direct mail campaign used by a law firm (with only a few exceptions). Even lawyers not licensed in Florida, but who prospect for business in our Sunshine State, are subject to the legal marketing guidelines.

Read the full ruling of the Supreme Court of Florida, No. SC11-1702, dated September 12, 2011.

Read the ABOTA press release promoting the decision.

Recent Legal Marketing Projects

2011-09-15T21:19:00.000-05:00

It's been a busy few months, for which I am grateful! Here are some of the projects that have kept me from blogging much.

Implementing an extensive integrated marketing campaign for a Florida personal injury law firm, including social media marketing on Facebook and Twitter, a new website, educational books, ads, and more.
Working with a Los Angeles litigation law firm to implement a marketing and business development program, including new brochures, website updates, Google AdWords, trade show support, PR, and more.
Assisting insurance defense law firms around the country prepare and submit applications to become panel counsel with insurance carriers and self-insured. Learn more about our insurance defense marketing services.
Helping a client prepare a major international direct mail campaign targeting Asian companies that may face litigation in U.S. courts.
Setting up a business development program for a Fort Lauderdale litigation firm, including design of a new website, logo, PR, marketing to current clients, and setting up a referral networking program.
Helping solo practitioners in Maryland, New York, Tennessee, Indiana, Missouri and elsewhere look more professional with law firm brochures for use with clients and prospects.
Accelerating business development systems for a growing Pennsylvania trust and estates law firm.
Launched a new website for a London immigration law firm.

Let's connect on Twitter @RainmakingLady or LinkedIn!

Law Firms can Make Lemonade with Market Jitters

2011-08-11T19:45:00.000-05:00

Here are 5 ways a lawyer can pitch new business in today's roller coaster market:

Guaranteed low interest rates, courtesy of the Fed, can create opportunities for a business to refinance a loan, or a consumer to buy a house.
Lower equity values, while not great for 401(k) plans, present opportunities for corporate share repurchase programs or companies on the hunt for acquisitions.
Bargains are available as anxious retailers, manufacturers and distributors look for ways to attract buyers. Perhaps you can help a client lock in a favorable long-term rate on an important workflow component.
Employees who are worried about their jobs might be receptive to more flexible work arrangements. You can help your business clients write employment agreements or update policy manuals.
Companies with intellectual property could look for new channels of distribution in the U.S. or internationally.

Chances are your clients need your help with a transaction that takes advantage of today's market conditions. Let's face it, everyone is going to be cautious in the face of this week's uncertainty. Why not grab the bull by the horns and proactively identify ways that your clients can make the best of a tough situation?

Give some quick thought to how you can make life easier for your clients. Prepare a few ideas in advance of contacting your clients, but do it fast. One simple idea is to think of clients that you can match up for potential business opportunities. It doesn't cost you anything other than a little time and the price of a lunch, and you will build good will if nothing else.

Now is also a good time to pick up the pace of marketing communications. This could be as simple as picking up the telephone to catch up with those clients you haven't spoken with in a couple of weeks. Ask how they are doing, and if any plans are changing as a result of market conditions. Or you could send out an e-newsletter or a tip sheet.

If you need assistance, this @RainmakingLady is here to help. We've got lots of marketing ideas, and can get the ball rolling quickly. Contact us at 1-866-417-7025 or visit Legal Expert Connections online.

Florida Bar Attorney Advertising Proposals

2011-07-20T20:18:00.000-05:00

The Florida Bar submitted proposed attorney advertising amendments to the Florida Supreme Court on July 5th. Here are some highlights:

- Information on a law firm's website remains exempt from the filing
requirements, as do safe harbor ads, legal directory listings, firm
announcements, and client marketing materials.

- A re-creation or staging of an event must contain a prominently displayed disclaimer, "DRAMATIZATION. NOT AN ACTUAL EVENT." For example, a re-creation of a car accident must contain the disclaimer.

- When an actor is used as a spokesperson, there must be a prominent disclaimer.

- Testimonials will be permissible if clients as consumers address matters of courtesy, promptness, efficiency, and professional demeanor.

- Every advertisement that contains information about the lawyer's fee, including a contingent fee, must disclose all fees and costs that the client will be liable for. If there are costs for which the client is responsible, the advertisement must disclose this fact.

- If both fees and costs are contingent on the outcome of a personal injury case, the statements "No Fees or Costs If No Recovery" and "No Recovery - No Fees or Costs" are permissible.

Read the full proposed Florida Bar advertising amendments here.

While the proposal is under review, law firms are advised to adhere to the current rules while anticipating compliance with future requirements as well.

Social Media Marketing on July 4th Holiday

2011-07-01T18:13:00.000-05:00

Posts to Facebook, Twitter, and LinkedIn may get more visibility this holiday weekend as the volume of user generated content takes a vacation also.

Your well-written posts may get greater attention from those social media stalwarts who stay tuned regardless of the day of the year.

Try to get double duty for your holiday posts by using them to start a discussion on Tuesday when your full audience is back online.

Enjoy the Fourth! See you online.

Business Development on the Links

2011-06-18T18:30:00.000-05:00

President Barack Obama and House Speaker John Boehner played their long-awaited golf game today at Joint Base Andrews, as the U.S Open was also being held on the DC area Congressional Country Club.

Camaradie is the main goal of a friendly golf game, and the same can be said of tennis. Golf puts the players in a beautiful outdoor setting, away from desk-bound troubles, and forces the foursome to focus on chasing a sometimes errant ball over 18 holes filled with sand traps, odd angles, and uneven surfaces.

The personal interaction that plays out along with the game creates a common bond and closer communications. Golfers typically spend about 3 hours together; enough time to get to know the real player personalities as they face the good putts, mulligans, long drives, and rough spots.

Lawyers can take note. Now that summer is in full swing, many attorneys will hit the links with prospects and clients for an afternoon away from the office.

Deals do get done on the golf course, but even if they don't the game creates a warmer relationship that sets the stage for future opportunities. Golf is a great way to have some fun while creating business development opportunities. Every legal marketing budget should include some greens fees and fun.

Testimonials Move Forward with Florida Bar

2011-06-07T08:02:00.000-05:00

Proposed lawyer advertising rules that would allow some testimonials but also make all lawyer websites subject to those rules — except for requiring Bar review — have been approved by the Board of Governors, according to an article in the current issue of The Florida Bar News.

"The board, at its May 27 meeting in Key West, approved a rewrite of the rules prepared by the Board Review Committee on Professional Ethics. The redrafted rules are scheduled to be submitted to the Supreme Court, which has the final say, by July 5.

Committee Chair Carl Schwait said the amendments came in response to a Supreme Court order in 2007 when it acted on an earlier ad rules package. In drawing them up, the committee took into account U.S. Supreme Court rulings on lawyer advertising and free speech, other federal court rulings, Florida Supreme Court rulings on advertising, input from numerous attorneys, a Bar-sponsored survey on public attitudes about lawyer advertising, and suggestions from the Bar’s Citizens Forum."

Read the full story titled, "Redrafted Advertising Rules on their way to the S. Court."

Client Ties Protect Senior Attorneys

2011-05-27T16:36:00.000-05:00

Senior statesmen in some law firms are at risk of being viewed as senior citizens, according to an article in the New York Times titled, Easing Out Those Gray-Haired Workers (or Not).

Older partners are feeling the pressure to produce or retire, as law firms continue to struggle with maintaining profitability in a rapidly changing legal industry.

The question of retirement age is not easy to answer in the legal profession, according to reporter Nelson D. Schwartz. "There is no mandatory retirement age for federal judges — one remains on the bench at 103 — and solo practitioners often work into their 70s and 80s. Senior partners at big law firms, on the other hand, frequently feel the heat much sooner."

Billable hours is the best form of protection. Those attorneys who maintain strong client relationships and keep a steady flow of revenue coming into the firm will always be welcome at any age.

As this @RainmakingLady always says, marketing is a process and not an event. Learn early how to keep the pipeline pumped with high quality leads and your partners will be begging you NOT to retire!

Affordable Attorney Marketing

2011-05-20T06:21:00.000-05:00

"I am a new attorney in the Northeast looking for a way to get clients. My practice areas are Bankruptcy and litigation. I understand the fundamentals of building a referral base and SEO and are implementing the same now, but those are long term strategies. What is a starving attorney to do in the meantime? This is where I hope you can help me."

This is a question that came into my inbox this week, and it's a good one. "Affordable attorney marketing" is the quest when you open a new law practice, or need to rejuvenate an existing one.

Here are a few ideas that come to mind:

1. Join a lawyer referral network. Many local bar associations offer a referral network. While you won't get rich, you should start to get a few cases coming in. This can give you visibility in the courts and among your peers.

2. Use LinkedIn to build your network and stay connected. Use the "Share an Update" feature from your LinkedIn home page to post an interesting item every 1-2 weeks. This will keep you "top of mind" with those you know.

3. Test a small Google AdWords campaign. While this can be expensive, it is possible to set daily limits on your ad budget and focus on a small geographic area. Also, be sure to filter out terms that don't apply to you with the negative keywords feature.

4. Start a blog. Demonstrate your knowledge in bankruptcy, litigaion, and other practice areas with an educational blog. WordPress or Blogger allow you to start a blog quickly and easily. Actually the set up is the easy part. Write at least 1-2 blog posts per week, focusing on practice area keywords and also relating stories to your geo area of coverage. Feed the blog posts through other social medial (LinkedIn, Twitter, Facebook) using a service like Hootsuite. Select a URL with important keywords to help get online recognition.

5. Consider BNI or similar lead groups. This can help you to meet other professionals and get the word out about your legal services.

Overall, have lots of business cards and network, network, network! Tell everyone you know what you do. Marketing to those you know is your best source of new business fast. Picking a niche for your practice can also help your marketing dollars work smartly.

There are dozens of additional ideas in my legal marketing book, Courting Your Clients.

Ben Glass Pledges "No Fee for Kids"

2011-05-12T07:38:00.000-05:00

No attorney fee will be charged if the case can be settled before a lawsuit is filed. That's at the heart of a new promotion by Fairfax VA personal injury attorney Ben Glass. “For car accident cases that settle without having to file a lawsuit, there is no attorney fee charged for any child who is 12 or under at the time of the accident,” Mr. Glass says. Case expenses will be passed on to the client.

Mr. Glass, well known for his legal marketing strategies, has a website for the service at http://www.nofeeforkids.com/ and a press release on the program.

Why give away your law firm's services?

1. Like a retailer's "loss leader," this offer is certainly intended to draw a lot of other paying clients.
2. It is another form of pro bono, which is doing good to feel good.
3. The program is drawing positive national headlines, which is good for the firm.
4. Free services for kids (and Mr. Glass has 9 himself) can be used to soften the blow when attention is brought to higher fees on other cases.
5. The geography is limited, so there are boundaries on how many clients will be accepted.

Another consideration is that if a child under 12 is injured, there was also an adult present in many of those accidents. Perhaps the adult is also injured, and therefore a full fare prospect for the law firm.

Law Firm Losing Leads on a Wall Street Journal Ad

2011-05-09T16:58:00.000-05:00

Last week a well known national law firm (which shall go unnamed) placed a very attractive 1/4 page ad in the Wall Street Journal. The ad caught my attention, and I read the whole thing. But when I got to the bottom, my response was "NOW what?".

If I were a prospect looking to purchase this type of legal service rather than a legal marketer, I would probably want to know who I should contact. Guess what? There was no phone number to call. There was no person to contact. The ad directed the reader to the firm's web page to sign up for newsletters!?

Measuring Success in Law Firm Marketing

I'm not sure how much an ad in the WSJ costs, but the price tag probably has a few $000 at the end. Every good law firm marketer, especially in today's economy, should be calculating the ROI on every campaign. This means you have to measure results, like the number of inquiries, number of calls, and new accounts opened. Without any metrics, this law firm is simply leaving money on the table.

Five Ways to Turn an Ad into New Business

Here are a few quick ideas on how this ad could have served as a lead generation pipeline straight to new business:

Identify one attorney as a point of contact in the ad, along with their phone number. Make sure the phone number is covered 24/7 for 15-30 days after the ad runs. An answering service with live operators would be ideal for coverage after hours.
Direct readers to a special website landing page dedicated to that unique ad, to separate ad responders from normal web traffic.
Offer a special report in the ad, available by postal mail or download, with an order form online.
Invite interested ad readers to one or more webinars on the practice area covered in the ad.
Offer a free audit. This law firm operates in a regulatory environment, so a free audit could prompt serious prospects with a good likelihood of turning into business.

This firm missed a great opportunity to collect high value leads. Branding alone is no longer a sufficient reason to spend precious marketing and business development dollars.

Turbulence Ahead: Law Firms of the Future

2011-05-06T17:42:00.000-05:00

The legal market is undergoing signficant structural changes, as noted in an article in The Economist titled, Law Firms: A Less Gilded Future. Here is an excerpt that captures the tone of this well written analysis:

Ultimately, lawyering is becoming more of a business than a profession. Some lawyers decry this. Others welcome it. Few deny it. Because the American market cannot grow as it used to, firms will have to find new strategies and make use of sophisticated branding to stand out.

Business development and client retention are at the heart of the new business model. Facing intense pressures to manage costs, firms and attorneys will need to act quickly to reformulate services and billable hour alternatives.

Successful law firms are those that embrace rather than resist change. Infusing a business development atmosphere throughout the firm, from attorney training to compensation incentives, is essential to stay competitive and close to the market. Read the full story.

When to Start a New Law Firm

2011-05-04T19:26:00.000-05:00

There is no perfect time to start a new law firm, says Jay Shepherd in a post titled Small Firms, Big Lawyers: When Should You Start Your Own Firm?

I agree with his point that it is best not to hang out your shingle right after law school unless you have no other opportunities. Business development is one crucial topic not taught in school. It is better to learn the ropes of both law firm operations and marketing from a more experienced set of attorneys.

Mr. Shepherd says,

So when is the best time to start your own firm? It depends on your practice area. My advice is that you should only hang your shingle after you’ve developed enough experience and expertise in your chosen field to be comfortable fielding any call from a prospective client. I’m not saying that you need to be a complete expert, or know all the answers off the top of your head. What I am saying is that you need to be at a point where you have a facility with your area of law that allows you to speak intelligently to the inquiring prospect, spot some of the main issues, and then be able to go off and research the answer to the question.

Good advice.

Reconnect with 2010 Leads

2011-04-21T08:30:00.000-05:00

Chances are you have a goldmine of new law firm prospects awaiting your call. I’m referring to the prospects you spoke with in 2010 who did not retain your firm at the time.

These prospects could be people you met at networking events, referrals from other attorneys, or inbound leads generated by your Internet marketing efforts. Your best prospects are those who asked for information about your firm or a proposal, but ultimately did not sign an engagement letter.

Frequently we don’t know why a proposal is not accepted. In the busy day-to-day cycle of court deadlines and current client demands, it is easy to lose sight of the hoped for clients who never materialized.

Don’t Stop Selling Too Soon

There are many valid reasons why a prospective client does not accept your proposal. Here are three possible reasons that your 2010 proposals did not result in engagements.

1. The prospect did not hire any law firm.

It’s not that you lost the business to a competitor, but that the prospect decided to defer the purchase entirely. If this is the case, they may be ready to take action now. A prospect you spoke with in detail during 2010 may be waiting for your call. What are you waiting for?
2. They picked another vendor, but are not happy with the results.

Of course your firm is the best in its field (and prices accordingly), but perhaps the prospect decided that due to budgetary concerns they had to hire a less expensive service provider. Now they realize that they are getting what they paid for, but they really need more legal firepower. A well timed inquiry may open the door to reconsideration of your services.

3. The prospect thought they could do the work internally.

Read the full story, Sales Prospecting in the Dead Leads file, on the National Law Review.

5 Attributes of Winning Lawyers

2011-04-20T06:49:00.000-05:00

High achievers in the legal field share common traits, according to an article by legal recruiter Frank Michael D'Amore in today's issue of The Legal Intelligencer. Here are the highlights.

1. Winners are goal setters
2. Winners are self-motivated
3. Winners are strategic
4. Winners are risk takers
5. Winners are well networked

Read the full story here.

The Beef is Over; Taco Bell Lawsuit Dropped

2011-04-19T16:26:00.001-05:00

The social media defensive tactics launched by Yum! Brands in response to a Beasley Allen lawsuit were apparently successful. The Wall Street Journal reports today that the case is dropped:

"Taco Bell said the law firm that had filed suit against the Mexican fast-food chain, alleging its ground beef contained little beef, has withdrawn the litigation.

Beasley Allen, an Alabama law firm, voluntarily withdrew its lawsuit with no money or other value being exchanged between the parties, Taco Bell said. The chain, which is a unit of Yum Brands Inc., also said it isn't making any changes to its products or advertising."

The mighty consumer marketer (KFC and Pizza Hut, in addition to Taco Bell) took swift action at the time of the initial filing to respond with Facebook videos, free coupons, a press blitz, and print ads (see earlier post). It apparently worked.

This Rainmaking Lady thinks we may be entering a new era where both plaintiff and defendant will duke it out in the court of public opinion. Social media marketing techniques make it relatively easy to build a buzz and gain critical mass quickly.

ROI on Legal Marketing

2011-04-12T14:35:00.000-05:00

Successful legal marketing campaigns generate more revenue than they cost. While this sound easy, analyzing campaign performance can involve tedious tracking of both new client intake and the cost of on-going lead generation and client retention programs.

Here are some questions to ask when analyzing the results of your legal marketing campaigns:

-- Are we targeting the right audience?
-- Are there niche markets we should pursue?
-- Are we targeting the right geography?
-- Are we meeting our goals? If not, are we above or below budget?
-- How can current campaigns be modified to improve results?
-- What is our most effective lead generator?
-- Should we increase/decrease campaign frequency?
-- What is our cost of customer acquisition?
-- What is our lifetime customer value?
-- Are there campaigns we have not tried but should, like social media marketing?

Law firm marketing is a business tool that, when used properly, will help you to reach the right audience at the right time with the right message.

Marketing is also a process and not an event, meaning that successful marketing campaigns evolve over time to deliver the client mix best suited to your law firm. If your current business development efforts are not delivering results, it is time to revitalize your efforts!

Need some help? The legal marketing book Courting Your Clients has dozens of business development ideas.

Law Firms that Never Had to Market

2011-04-10T15:29:00.000-05:00

Billable hours came easily to many law firms and lawyers prior to the great recession. I am working with or have spoken to many attorneys lately who did little to no legal marketing for 20 years. Up until 2009, that is.

Now that the economy is picking up steam in 2011, these firms are realizing that the good old days are probably gone for good. Attracting qualified prospects now takes more than waiting for the phone to ring and doing some occasional networking.

"Where do we start marketing?" is a commonly asked question. Here are 3 important steps to launching an effective legal marketing campaign.

1. Define your business development goals. What kinds of business do you want and who do you want it from? Take note of what legal services people are buying in your practice area, and make sure you are offering a competitive package in terms of pricing and delivery. Create a written marketing plan (see below) to organize your business development efforts.

2. Market to your current and past clients. It may be hard to believe, but chances are that your current clients do not know the full scope of your legal services. Communicate with your clients via phone calls, personal meetings, newsletters, and social media to remind them of your availability and offerings. Find out what clients need; if you can figure out a way to provide clients with solutions to their challenges, you will be a hero.

3. Accelerate your referral networking. Dust off your rolodex, fire up your LinkedIn profile, and get to work making and renewing strategic connections. Write yourself a cheat sheet elevator pitch in advance, to stay focused. Tell your contacts specifically what type of work you seek, then make every effort to reciprocate when you do get referrals.

Click here for a free 2011 Legal Marketing Plan to get a head start on expanding your law practice. All of these business deveopment ideas are outlined in great detail in my legal marketing book, Courting Your Clients.

How to Build an Online Audience

2011-03-28T19:57:00.000-05:00

Attracting loyal followers is a challenge for law firms that are active Internet marketers and bloggers. Some ideas in today's Wall Street Journal offer insights as to how new consumer-oriented web shows and consumer marketers build a following, with useful analogies that can be applied to the legal marketing.

Social media marketing suggestions to grow your base of followers includes:

Identify prominent social media users (in this case in the legal market) and try to make a connection with them in a way that will drive traffic to your website or blog. Perhaps an interview or a shared column might attract new visitors.
Set a regular schedule for your online blog posts or website updates, so that followers can anticipate and watch for your news.
Get the word out using your star players, in this case attorneys and staff members who know how to conduct online promotions professionally and in a manner compliant with attorney advertising guidelines. (Be careful not to run afoul of anti-solicitation rules.)

Email is increasingly being viewed as an old "push" technnology, and is being replaced by social media techniques that naturally attract interested viewers to your material.

Read the full Wall Street Journal article, "Building Loyalty on Web."

Law Firm Strategic Planning

2011-03-17T15:26:00.000-05:00

What is the best way to start the strategic planning process in a law firm that does not have a history of strong planning at either a centralized or practice area level?

This was the topic of a panel I moderated for a March 10, 2011 meeting of the Legal Marketing Association, South Florida City Group. Claudia Dobkin, Chief Marketing Officer of Akerman Senterfitt, and Maureen Berkowitz, Marketing Director for the Miami accounting firm Berkowitz Dick Pollack & Brant, were featured speakers.

Here are some highlights of the session from the speakers and audience members:

Strong communications among participants are essential for the firm undertaking a new planning initiative. Clearly define market forces that are driving the need for more formalized planning.
Involve participants early and often to gain buy-in.
Take advantage of market research data on the "legal spend," meaning how much corporations and other clients are spending on legal services. Sources include BTI, Zeughauser Group, ALM, and ohthers.
Put your plan in writing, and "cascade" the goals from the practice level to the practitioner.
Monitor performance for best results. Monthly, quarterly, and annual meetings are recommended.

The role of the law firm Marketing Director is changing as firms become more proactive in the planning process, with business development techniques becoming particularly critical.

Here is a sample 2011 legal marketing plan that your firm may find to be helpful.

How to Get Your Blog Into Overdrive

2011-03-04T17:25:00.000-05:00

Today's Bloggers Breakfast at the Broward County Bar Association was attended by about 35 South Florida attorneys who are serious about using Internet marketing techniques to attract qualified prospects.

David Berkowitz, JD, president of web hosting firm Netprofession joined me as we talked about some free and easy ways to accelerate the performance of a blog. Thanks to Josh Collier for this photo:

Attendees learned how to:

- Get a blog ranked in the search engines
- Discover Wordpress “plug-ins”
- Reach out to prospects with timely blog posts
- Analyze a blog’s traffic sources and keywords with Analytics software
- Use social media to publicize a blog posts
- Attract media attention by blogging about news stories

Watch for more information on these topics.

Too Busy to Market? Never!

2011-02-28T17:09:00.000-05:00

Can you take a marketing break when the good times roll? Only if you are prepared to fall back into the abyss of waiting endlessly for the phone to ring.

One of the lawyers I help with business development campaigns reports that she is so busy now in 2011 that she is not sure she could take any more work.

This is certainly a nice problem to have, and as an experienced rainmaker she knows that it is not a good idea to take your eye off the business development pipeline and prospect list. So she continues her legal marketing efforts, although with a greater emphasis now on getting more business from existing clients.

Here are some ideas you can use to keep the legal marketing initiatives working for you without having to break too much of a sweat:

Keep a marketing calendar, and schedule your campaigns 3-6 months in advance
Reach out to clients on a quarterly basis
Post a quick news item to LinkedIn every 1-2 weeks. This is an easy way to stay in front of your network.
Write 2-3 articles per year for publication. You can do this outside of normal office hours, and there are many long term marketing benefits.
Schedule periodic lunches with your referral network members. You need to eat anyway, and it's a break from the routine.

Even a heavy workload can change from one day to the next in the legal industry, as cases settle or client funding runs low.

Marketing is a process and not an event. It can be simple, but should always be structured to maintain a steady forward momentum.

Legal Industry Growth Factors Show a Down Side

2011-02-27T21:09:00.000-05:00

The Washington Post writes of Howrey today, "... just two years after reporting its most profitable year ever, the 55-year-old law firm now stands as a cautionary tale, its towering success all but undone by powerful forces transforming the legal establishment."

The reporter observes:

The genteel days when a lawyer might begin and end a career at a single firm - and loyalties were forged with camaraderie and partnership - are largely over. Law firms in Washington and beyond have taken a page from their Wall Street counterparts, becoming as much a big business as the clients they represent.

Lawyers are increasingly transient - loyal to their clients, not their firms. When they walk, they take the clients and leave the firm locked into obligations and real estate leases.

Read the full story here.

Valentine's Day Ideas on Courting Your Clients

2011-02-14T16:03:00.000-05:00

Valentine’s Day serves as a legal marketing reminder that attentive service fosters success. While flowers, chocolates, and cards are typically intended for family and close friends, similar holiday concepts can also strengthen business relationships.

Here are five ways the spirit of Courting Your Clients can reinforce the bond between attorneys and clients:

1. Stay in touch. Regular client updates on the status of legal matters in process show the client that you care about them. Whether monthly or weekly, a “no surprises” policy helps to instill confidence and loyalty.

2. Return phone calls promptly. Surprisingly, this remains a common complaint among clients. Responding to client calls is an easy way to maintain a competitive advantage.

3. Meet periodically. A face-to-face meeting with priority clients that you don’t see often due to distance or scheduling conflicts can keep a relationship from going stale. Hold competitors at bay with an off-the-clock client get together; chances are you will walk away with new business.

4. Show attentiveness. Send articles or news updates of interest to clients who you know are tracking a particular issue. It’s easy to monitor a topic with Google Alerts. You’ll demonstrate your understanding of client priorities, and may generate possible new solutions to a challenging situation.

5. Remember holidays. Birthdays, major business events, or the opening of a favorite sporting season are all reasons to reach out to clients selectively, based on their preferences.

Clients frequently report that they hire the attorney and not the firm. This was most recently noted in a February 8, 2011 Wall Street Journal article, which reads in part:

Clients generally care more about which lawyer, and not which firm, will be handling their affairs, driving up the value of those lawyers who command loyal client followings. Stars are particularly sought these days, lawyers said, partly because their rates are less apt to meet client resistance.

Obviously legal expertise and competency are assumed skills in any high profile matter, but the personal touch can make a winning difference when it comes to client retention and referrals.

Happy Valentine’s Day!

Read more about our Courting Your Clients legal marketing methodology.

Taco Bell Class Action Lawsuit Meets Social Media Defense

2011-02-09T09:00:00.001-05:00

The Facebook "Like" button is one of many social media and Internet marketing tools being used by Taco Bell® Corp., a subsidiary of Yum! Brands, Inc., in response to the recent lawsuit by Beasley Allen.

Now playing in the court of public opinion, Taco Bell has launched an immediate and impressive crisis communications defense. A February 8th press release is headlined, "Taco Bell® Announces World's Largest Taco Giveaway on Facebook; Company Thanks Fans for Their Support With Goal of Rewarding 10 Million Free Tacos To Its Facebook Community."

The offer of a free Crunchy Seasoned Beef Taco is only available to Facebook members who "Like" the Taco Bell page, allowing each fan access to print the coupon.

Other offline and online marketing elements of this campaign include:

- Full page print ads in leading newspapers, including the Wall Street Journal, New York Times, and USA Today.

- Google AdWords text ads featuring top of page placement and offering the "Official Statement from the Company" with "Facts from the Taco Bell President."

- A corporate video response featuring Greg Creed, Taco Bell President. The video is a primary feature of the landing page that starts the Google visitor on a path to read all about the company response.

- Easy access to Taco Bell media relations professionals.

What all this means to the case remains to be seen, but Taco Bell appears to be increasing consumer loyalty in the face of adversity. With social media defense tools strengthening, plaintiff side class action firms need to be even more proactive. Whatever the outcome, Taco Bell is scoring lots of points with their campaign.

Social Media Posts by a 3rd Party: FL Bar Rules

2011-02-04T15:40:00.000-05:00

Ethics in Blogging was the topic of a presentation I made this morning at the Broward County Bar Association, with co-presenter Alan Anthony Pascal, Esq. of The Florida Bar.

Posts to a lawyer's social media page by a third party was one of the topics we covered. Below please find some highlights from the Florida Bar Guidelines for Networking Sites, which applies to Florida attorneys as well as lawyers from other states who are soliciting business in Florida.

Third Party Posts

"Although lawyers are responsible for all content that the lawyers post on their own pages, a lawyer is not responsible for information posted on the lawyer’s page by a third party, unless the lawyer prompts the third party to post the information or the lawyer uses the third party to circumvent the lawyer advertising rules."

Removal of Non-Compliant Information from a Lawyer's Page

"If a third party posts information on the lawyer’s page about the lawyer’s services that does not comply with the lawyer advertising rules, the lawyer must remove the information from the lawyer’s page."

Request for Removal of Info on a Page Not Controlled by the Attorney

"If the lawyer becomes aware that a third party has posted information about the lawyer’s services on a page not controlled by the lawyer that does not comply with the lawyer advertising rules, the lawyer should ask the third party to remove the non-complying information. In such a situation, however, the lawyer is not responsible if the third party does not comply with the lawyer’s request."

Lawyer Social Media Pages are Exempt from Filing

"Finally, the Standing Committee on Advertising is of the opinion that a page on a networking site is sufficiently similar to a website of a lawyer or law firm that pages on networking sites are not required to be filed with The Florida Bar for review."

Page references in these guidelines can include a LinkedIn profile, a blog comment, Twitter profile, Facebook page, etc.

Read the Florida Bar Guidelines for Networking Sites here.

CLIENT Rainmaking with a Legal Marketing Plan

2011-02-01T17:50:00.001-05:00

Law firm marketing without a plan is like driving to a new and distant destination without a roadmap. You are sure to get lost! Creating an integrated attorney marketing plan is one of the first steps covered in the book Courting Your Clients.

CLIENT Rainmaking^TM is actually an acronym, where the "C" represents creation of a clearly written integrated business development plan. Here are all the steps in the process:

C	Create a customized business development program
L	Launch your initial business development campaigns
I	Inspect the results of your campaigns
E	Educate your audience on legal solutions
N	Nurture the leads you develop with prospective clients
T	Team with your new clients to build trust

Your marketing plan should contain strategic goals expressed as the number of new accounts you want to establish and associated revenue. Marketing techniques like building a strong referral network, marketing to current clients, speaking and publishing will help you create campaigns to generate high quality new prospects.

You may ask what it means to have an "integrated" marketing program. Simply described, it means promoting your firm simultaneously across multiple marketing channels. Law firms integrate their marketing programs by focusing on a narrowly defined competitive message and positioning statement, then communicating that message consistently across all business development efforts. You need to determine the right blend of marketing tactics for your firm, based on your message and market.

Purchasers of legal services operate in a fast-paced environment today and are often bewildered by their options when it comes to retaining an attorney. Your integrated marketing program should reach your prospective audience: 1) in the places they are looking; and 2) when they are ready to retain legal services. This will give you a better chance of winning a new account.

Visit this page for a sample of a 2011 attorney marketing plan.

Contact Margaret Grisdela to discuss marketing ideas for your law firm.

(c) Legal Expert Connections, Inc.

5 Ways to Focus a Law Firm Marketing Strategy

2011-01-27T13:11:00.000-05:00

Clearly targeting law firm clients is one of the key concepts of the Courting Your Clients legal marketing methodology. You will lower marketing costs, increase response rates, and build greater brand visibility with a narrowly defined market niche. Here are 5 ways to focus your law firm marketing strategy:

1. Geographically. The majority of small to mid-sized law firms simply focus on developing new business located within a 50 to 100 mile radius of an office location. Proximity gives you the benefit of convenient face-to-face meeting opportunities, personal networking, and strong local referral sources.

2. Demographically. Attorneys who serve a consumer audience in particular (like family law, trusts and estates, or immigration) can focus on known characteristics such as marital status, income, the presence of children, and/or zip codes.

3. By Industry. Lawyers who serve a business clientele are likely to target specific industries that are well suited to their practice. Examples include intellectual property attorneys who work in the entertainment field, municipal lawyers who serve county officials, or corporate law firms who favor technology companies.

4. By Job Title. A purchasing agent or key decision maker focus - like the HR Director for labor & employment lawyers or the General Counsel for corporate attorneys - ensures that you target your business development efforts on the person who can sign your engagement letter and check.

5. By Trigger Events. Transactional attorneys need to find clients with a highly defined need. This could be a personal injury attorney looking for car accident victims, or a corporate lawyer who helps business owners with mergers and acquisitions.

Marketing campaigns will be determined by the focus you bring to your law firm. Of course, there may be multiple parameters that are relevant to your marketing definition, like HR Directors within retail companies located in a specific metropolitan area.

Focus not only helps you to invest your marketing budget wisely, but it also enables attorneys and staff to refine their personal business development efforts in a way that aligns with the firm's strategy.

Contact us to discuss the best strategic focus for your own law firm practice.

Article Marketing for Lawyers

2011-01-22T17:07:00.000-05:00

Publishing an article online is just the first step in a legal marketing campaign focused on the article topic. There are many ways to drive readers to your article, including:

1. Post an excerpt from the article on your blog, with a link to the full article

2. Add your article to your LinkedIn profile

3. Promote the article in an enewsletter

4. Add social media share buttons to your article page, if possible

5. Tweet about the article, including a link

Article marketing can be a very effective way for lawyers and other professionals to attract qualified prospects.

My suggestions are from a LinkedIn discussion, originated by Social Media Marketing Group Leader Michael Cohn.

Legal Marketing in Israel: New Business, Old Habits

2011-01-20T14:22:00.001-05:00

This Guest Column is written by Adv. Zohar Fisher

Israel was always a strategic point in the globe, featuring wealthy individuals, innovative high-tech and bio-tech ideas and companies, agricultural solutions, and significant spirit and success in the global economy.

In this environment, the words 'marketing', 'branding' and 'Business Development' sounds like sweet music to the ears of every CEO and CFO, showing him that the wheels of the company he manages continue to turn.

However, there is one professional sector in Israel for which—despite the huge number of its members and intense competition—the words 'marketing' or, heaven forbid, 'branding' are unheard of terms.

The sector implied, is the Israeli legal sector. Israel today has close to 50,000(!) lawyers, which brings the country to Guinness World Record for the highest ratio between the number of attorneys and the population (one lawyer per 163 citizens).

During recent years and under pressure by many Israeli lawyers, the Israel Bar Association is starting to allow the usage of marketing and advertising tools, such as active advertising, purchasing Google Adwords, expanding websites and so on. Until recent years, these activities contradicted the Israel Bar Association ethics.

The fear for the ethics and morals of the profession continues to disturb the sleep of various committees at the Bar Association, but they could not predict the meteoric leap of the number of attorneys in Israel and the domination of the Internet and social networks on our lives.

In 1948, when Israel was founded, there were about 800 active attorneys. In 1990 the number of lawyers was 7,000, and today, the incomprehensible number is close to 50,000. Attorneys with 15 years experience are about 23% of active lawyers in Israel, while attorneys with less that 15 years experience, constitute about 77% of all active lawyers. With this number, and the tremendous competition on each client, Legal Marketing was forced to rise in Israel.

The Legal Marketing arena in Israel is in its initial stages. Many of Israel's law firms are turning into legal marketing professionals in order to use the new motivation and ammunition shaking the legal sector- websites, advertisement, cross selling, conferences, legal guides, contributing articles and so on, or in other words- at last, creating marketing efforts in this business sector.

In this environment, Robus was founded. We are Israel's first legal marketing company, specializing in providing strategic advice and business development solutions. We welcome you to feel the pulse of Israel's rising economy, and see the knots we might tie with regard to business and legal cooperation. New business - old habits.

About the Author: Adv. Zohar Fisher is the CEO of Robus, Israel's first Legal Marketing Company.

Diversity in Law Firm Marketing: 5 Biz Dev Tips

2011-01-17T18:10:00.000-05:00

As we celebrate the Martin Luther King holiday, it is an appropriate time to consider the role of diversity in legal marketing.

Creating a distinct law firm brand in today's competitive legal market is challenging, but diversity practices provide an opportunity to stand apart from the crowd. Here are five simple ways a law firm can integrate their diverse talent into business development:

1. Consider joining the National Association of Minority & Women Owned Law Firms (NAMWOLF), if appropriate. NAMWOLF encourages major corporations and public entities to utilize the services of minority and women-owned law firms.

2. Encourage minority partners and associates to tap into natural affinity groups like the National Association of Business Owners or the National Hispanic Medical Association.

3. Broaden your firm's reach with articles published in magazines or newsletters targeted to minority business or consumer groups that are aligned with your law practice.

4. Feature photos of diverse client teams in law firm brochures and newsletters.

5. Take a leadership role in civic and charitable organizations that support the development of minority communities represented by your diverse staff members.

If you fear that budget cuts may cause you to curtail your law firm's diversity initiatives, the ABA article titled
"Law firm diversity planning on a shoestring budget" may be helpful. Here is one excerpt:

Overall, diversity planning does not have to involve a significant financial contribution. Instead, it requires a solid commitment. “In the 21st century, the legal profession faces no greater challenge than the imperative to advance diversity throughout our ranks. It is incumbent upon each one of us to do something that will make a real difference,” said Oregon Court of Appeals Judge Ellen F. Rosenblum, chair of the ABA Presidential Commission on Diversity, one of several association entities involved in the diversity report.

Also, here is a link to the ABA 2009-2010 Report on Diversity in the Legal Profession.

#1 Way to Get More Law Firm Revenue in 2011

2011-01-03T18:08:00.000-05:00

Marketing to your current clients is the absolute best way to generate profitable new revenue quickly. Your clients already know and trust you, so it is easy for them to say “yes” to more services.

This article, based on the Courting Your Clients legal marketing methodology outlined in the book by the same name, outlines five legal marketing campaigns that will help you with connect with current and past clients.

1. Write a New Year’s Client Letter

Now that the New Year is here, clients are getting ready to implement their 2011 plans. This could include hiring new employees, launching new products, opening a new office, or entering a new joint venture with an international partner. January is a natural time for you to reach out to clients with a written letter that helps them prepare for new compliance requirements or other legal challenges.

2. Send an E-Newsletter

If you have a large client list (or a small support staff), the work and cost associated with a direct mail campaign can be daunting. Consider sending your New Year’s letter via email, using a service like Constant Contact. Structure your newsletter as 3-4 informative paragraphs and add links to more information on your website. Never send an attachment your e-newsletter, since it may get lost in the spam filter.

3. Take Your Clients to Lunch

A face-to-face meeting with your best clients and prospects off the clock is always appreciated. Take the time to listen to the challenges your client needs to address in 2011, and offer solutions that will help them achieve their goals.

4. Schedule a Planning Meeting

A lunch tends to be informal and somewhat social, but you might also have clients who have need for a more in-depth account assessment. Perhaps they are new and you are still learning to work with them. Or you might suspect there is a risk that the client may put your account out for bid. Whatever the case, suggest to carefully selected accounts that you come in to their office for a 1-2 hour strategic planning session. You can review their 2010 accomplishments, identify their 2011 priorities, and talk about a schedule and program of services that best meets their needs.

5. Ask for a Referral

As you reach out to clients and prospects in January, ask those who are not currently in need of more legal services to suggest others who might be. This could come in the form of family members, friends, co-workers, or business associates. When you do get a referral, always remember to send a thank you note.

Marketing to current clients is just one of many ways you can get more business in 2011. Download a free 2011 attorney marketing plan and learn about the Courting Your Clients legal marketing methodology here.

Thanks for 2010. Looking Forward to 2011.

2010-12-31T15:25:00.000-05:00

As 2010 comes to a close, I'd like to thank our clients, co-workers and friends for their business and support. We look forward with anticipation to the joys and challenges of 2011.

If you are spending this weekend working on your law firm business development goals, here is a link to our free 2011 legal marketing plan white paper.

Happy New Year! Consider us as a marketing resource for 2011.

How to Make a 2011 Law Firm Marketing Calendar

2010-12-27T17:38:00.000-05:00

January 1 is almost here, and your attorney marketing calendar should be in writing, ready to implement. Here are some campaign suggestions from my Courting Your Clients legal marketing book:

1. Social media marketing. Use your blog as a content driver for LinkedIn, Twitter, and Facebook. 1-4 social media posts per week minimum is a good starting point.

2. Speak at conferences and seminars. Two speeches per year minimum is a starting goal.

3. Publish. Plan now to write at least two articles for publication in 2011. Editors are always receptive to a well-written article.

4. Internet marketing. Search for your services on Google (i.e., IP law firm in Los Angeles) and make sure you show up. If all you see are your competitors, you are losing high quality leads!

Here is access to a 2011 legal marketing plan white paper designed to help you expand your law practice. In addition to a recommended campaign schedule, you will find a sample marketing calendar and a guide to preparing your law firm marketing budget.

Or contact this Rainmaking Lady to discuss your marketing needs.

2011 Legal Marketing Outlook: Sharp Elbows

2010-12-13T18:04:00.000-05:00

Client retention and competition for new legal accounts will draw intense 2011 attention, as outlined in a Washington Post story today titled "Law firms use layoffs to add to profits" by Amanda Becker.

According to the story, "The legal specialty group at Wells Fargo Wealth Management said firms in the Washington area saw profits per equity partner rise 8.4 percent during the first nine months of the year compared with the same period in 2009, despite the fact that revenues were flat. The bottom line was helped by paying out an average of 4.8% less for salaries, as firms tweaked headcounts and stopped paying termination expenses to former employees."

As GCs continue to slash budgets for outside legal expenses, law firms are taking an even harder line on prompt timecard submissions and collections. Increased alternative fee arrangements will follow the law of supply and demand, potentially making new accounts less lucrative.

Read the full story here.

2011 Legal Marketing Plan Available

2010-12-09T14:44:00.000-05:00

Want to expand your law firm client list in 2011? Here is a simple yet structured guide to business development titled Sample 2011 Legal Marketing Plan, now available for download.

December is an ideal time for law firms that are serious about legal marketing to prepare for a strong January launch of business development campaigns. Managing Partners, practice group chairs, solo attorneys and experienced practitioners will find this to be a handy reference guide.

Social media marketing on LinkedIn, blogs, Twitter and Facebook; referral networking; speaking; article placement; Internet marketing; SEO; and more all play an important role in building a successful integrated lawyer marketing program.

The 2011 Legal Marketing Plan, based on the legal marketing book Courting Your Clients by firm marketing consultant Margaret Grisdela, shows attorneys how to translate their attorney marketing plan into a marketing calendar and marketing budget.

Connect with Margaret Grisdela on LinkedIn.

Legal Marketing for a DUI & Criminal Practice

2010-12-07T19:09:00.000-05:00

Who are good referral sources for a criminal attorney who handles DUI, traffic and related cases? This question arose from a reader of my legal marketing book Courting Your Clients today.

Of course non-competing attorneys and accountants can be good referral sources. Criminal lawyers might also try attorney referral services, perhaps from local bar associations or the courts. Bail bondsmen could also provide referrals.

A leads group like BNI is potentially another good source, since it gives on-going exposure to a wide audience with many contacts.

DUI attorneys might also look for other niche markets. For example, counselors at universities or high schools might be a good referral source. Students who get in trouble with the law are likely to have parents who appreciate the value of maintaining a clean record with the law.

Here in Florida many DUI attorneys get a list of DUI offenders from the courts or police department that they use for direct mail campaigns.

Did I mention the Internet? Of course, this is an ideal source of lead generation through Internet marketing, SEO, Google AdWords, and social media (blogs, LinkedIn, Twitter, and Facebook).

Other forms of legal marketing for DUI and criminal offenses might include placing ads at race tracks, bowling alleys, sports arenas, or other outlets that emphasize competitive behavior.

As always, adhere to the attorney advertising guidelines for your state in these types of legal marketing campaigns. Remember, never stop marketing!

Competitive Intelligence Book for Law Firms

2010-11-30T08:58:00.000-05:00

Winning new law firm business in 2011 will come after hard fought battles for market share in today's economy, especially for AmLaw 100 and 200 firms. How and where should a law firm concentrate their business development resources in order to beat the competition?

Competitive Intelligence: Improving Law Firm Strategy and Decision Making, a new book by Ann Lee Gibson (Ark Group / Managing Partner magazine, 2010), may help law firms answer that question.

According to the author, "the book is aimed at a broad audience -- partners and senior managers of law firms, CI practitioners and othes inside or outside law firms who want to understand how to apply CI in a law firm setting.

It takes a highly practical look at how CI is applied in firms. It also addresses how CI in the legal industry is similar to and distinct from CI in other industries, the challenges peculiar to law firms, typical law firm key intelligence topics and assignments, and more."

A Table of Contents and Executive Summary are available for review. Sample sections and ordering info is available here.

Marketing to your current clients is always an important part of any legal marketing plan, as outlined in my legal marketing book (Courting Your Clients), now in its 2nd edition. Since you already have a strong relationship with existing accounts, cross-sell and up-sell campaigns can help you extend your reach.

Read more about the book and author here. From one legal marketing author to another, congratulations Ann!

Booz Allen: Analogies to Strategic Legal Marketing

2010-11-18T09:07:00.000-05:00

Booz Allen Hamilton Holding Corp. (BAH) went public yesterday (see today’s Wall Street Journal). Law firm business development strategies come to mind in reading from the BAH prospectus. Chief Marketing Officers and Managing Partners might be interested in some of the benchmark data from the prospectus.

Key BAH business points include: $5.1 billion in revenue in FY 2010; 25,100 employees; 1,300 clients; and 4,900 contracts and task orders.

Of particular interest from a benchmarking perspective is that BAH enjoys an overall win rate of 57% on new contracts and task orders for which they compete, and an impressive win rate of more than 92% on re-competed contracts and task orders for existing or related business. Law firms can compare their performance on new business pitches and take action accordingly.

Translating some of the operating numbers into averages (admittedly an imperfect calculation), BAH has average revenue per client of almost $4 million. The average client engages the firm for 3.8 contracts, with average revenue per contract of $1 million. Each employee generates an average of $203,187 in annual revenue. Looks like BAH has perfected attempts at cross-selling and up-selling current clients.

Revenue has been strong in recent years (18% CAGR), which is a reflection of federal spending. The major weakness in this business model is complete dependence on one industry – the federal government. With budget deficit committee reports and DOD budget cuts in the news, the strategic focus on one market sector may backfire as government expense reduction moves to the forefront in 2011 and beyond.

Additional similarities between Booz Allen and the legal industry can be found in the BAH operating model, which the prospectus describes as being based on the following factors:

(1) Dedication to client service, which focuses on leveraging experience and knowledge to provide differentiated insights;

(2) Partnership-style culture and compensation system, which fosters collaboration and the efficient allocation of people across markets, clients and opportunities;

(3) Professional development and 360-degree assessment system, which ensures that people are aligned with the firm’s collaborative culture, core values and ethics; and

(4) Approach to the market, which leverages a matrix of deep domain expertise in the defense, intelligence and civil markets with strong capabilities in strategy and organization analytics, technology and operations.

Interesting reading! The full prospectus is available here via http://www.sec.gov/. What is your 2011 legal marketing strategy? This @RainmakingLady, author of Courting Your Clients, is available for discussions. Contact her at 1-866-417-7025.

Starting a Law Firm? Here are 3 Legal Marketing Tips to Make $$

2010-11-11T18:35:00.000-05:00

Recent law school graduates, yet to take the Bar exam, are already planning to hang out a shingle, according to an article on today's Above the Law titled Spurning Biglaw: Graduates Choose Starting a Small Firm Over Getting a Big Paycheck.

Recognizing that business is down for many attorneys these days, the three law students featured in this article are willing to work hard, build their practice, and keep expenses low the first couple of years to match expected income.

As the author of the legal marketing book Courting Your Clients, I have dozens of ideas on how attorneys can get new business. Here are 3 techniques that serve as a foundation:

Build Your Referral Network. This sounds basic, but the truth is that most attorneys rely on referrals for new business. However, they don't maximize the power of their network because they manage it in their head rather than on paper. Write down your best referral sources - non-competing attorneys, accountants, or bankers - and assign an A/B/C priority to each one. Be in touch with your "A" referral sources every 30-45 days, ideally in person. Connect with your "B" sources every 60 days, also in person. Add your "C" referral sources to your email or call list. Stick to the referral network contact schedule and you will have a sales force working for you 24/7 without the need for commissions.
Focus your practice and target your prospects. Concentrate in no more than 3 related practice areas. This will help clarify your marketing message. Your marketing dollars will be more productive, because you are spending on a narrow market and will get better word-of-mouth. Create a list of at least 25 high quality prospects that you want to develop as clients, then take it step by step to meet the right people at each prospect firm, introduce your law firm, and develop the relationship.
Create a strong Internet presence. A website is a must, and social media is a plus. You want prospects to find you online, and those that you meet in person will want to visit your website to learn more about you.

That's just the starting point! Want more ideas? Read the book Courting Your Clients for a simple yet structured approach to legal marketing.

If you read this post in time, sign up for our Courting Your Clients webinar scheduled for Friday November 12th (more in the future). Contact the author for more information.

Courting Your Clients Webinar this Friday 11/12, Noon

2010-11-08T16:34:00.000-05:00

Learn the business development methodology outlined in the new 2nd edition of Courting Your Clients: The Essential Guide to Legal Marketing in a free webinar this Friday.

Webinar details:

Introduction to Courting Your Clients
Friday, November 12, 2010
Noon to 12:30 EST
Free
Click to register here

Author and law firm consultant Margaret Grisdela will demonstrate how speaking, publishing, referral networking, Internet marketing, and other forms of business development all work together to create a cohesive legal marketing program focused on lead generation.

Participants will learn how to integrate multiple marketing and public relations tools with simple yet powerful written plans, including a calendar of scheduled campaigns, that make it easy to monitor performance and measure results.

This webinar is ideal for solo attorneys, managing partners, lawyers in a small to mid-sized law firm, law firm administrators, and law students.

The book is also available for purchase here.

For further information about the webinar, call 1-866-417-7025 or send an email to the author.

Blog Copywriting Topic for Class Action Lawyers

2010-11-08T09:05:00.002-05:00

The case AT&T Mobility Services vs. Concepcion will be heard by the U.S. Supreme Court on Tuesday, November 9th. The future of class action law may rest on the decision reached by the Court in this matter.

Class action attorneys on both sides of the issue will find this to be an excellent topic for blog copywriting this week.

Specifically, the court will review a 9th Circuit decision holding that the Federal Arbitration Act did not preempt a California law rendering a cell phone company’s arbitration clause unconscionable because it made consumers waive their right to class-wide arbitration, according to a recent article in the Wisconsin Law Journal titled U.S. Supreme Court Term Packed with Big Cases.

Attorneys who are looking for assistance in creating or maintaining a law firm blog as part of a legal marketing can contact this Rainmaking Lady for help. Blog copywriting is one of many services available as part of our Courting Your Clients legal marketing methodology.

How to Add a Tweet Button to your Law Firm Website

2010-11-07T15:11:00.001-05:00

Lawyers looking for viral Internet marketing options can now add a tweet button to a web page. Visitors will then be able to easily retweet the page, giving the law firm strong word-of-mouth legal marketing benefits.

Here's how it works:

Choose the style of button you want. Options include vertical or horizontal, each with or without a counter. You can also customize language regarding the tweet text, URL and language to be used.
Recommend people to follow in the retweet. The default is that your own Twitter name will be included (for example, the author's is @RainmakingLady).
Preview your button to confirm it works the way you want.
Copy the HTML code created for you by Twitter, and add it to your webpage(s).

You can also create your own custom Tweet button if you wish using special developer tools. Full details here.

Here's WHY you should test the Tweet button on your site:

Your message is more powerful when it is relayed by others to their circle of friends.
You will increase online lead generation, creating new prospects for your legal services.
Gain a competitive advantage by increasing your social media and SEO visibility.

You can add the tweet button to any or all pages on your website. Your law firm home page would be a good place, as well as any special "link bait" pages you create to provide valuable information for prospective clients.

Consider this as one more marketing communications tool for your legal marketing and Internet marketing campaigns.

Read more how to add a Tweet button here. This Rainmaking Lady is available to take your questions.

New Twitter Features Juice Legal Marketing

2010-11-05T18:27:00.001-05:00

Lawyers intent on Internet marketing and SEO visibility will want to check out new Twitter features, including:

Tweet Details. When you click a Tweet, an adjacent panel opens to display additional information about the author or subject. Depending on the Tweet’s content, you may see: @replies, other Tweets by that same user, a map of where a geotagged Tweet was sent from, and more.
Mini Profiles. Attorneys on Twitter will now get the benefit of having portions of their profile information, including latest Tweets, displayed in a panel adjacent to a Tweet. Visitors simply need to click on the attorney's Twitter name to see this data, without navigating to the actual profile page.

These features are currently in preview, and will be adopted over the next few weeks. Learn more about Twitter enhancements here.

Law firms who are not on Twitter are missing a golden business development opportunity.

If you want to learn about how Twitter and other social media strategies fit into your overall marketing program, register for a complimentary legal marketing webinar featuring the Courting Your Clients approach to business development. Friday, November 12th at Noon EST, 30 minutes. Register here.

Visit the author on Twitter @RainmakingLady.

Courting Your Clients Legal Marketing Book Now in 2nd Edition

2010-10-26T15:55:00.000-05:00

LinkedIn, Twitter, blog syndication, and other social media marketing campaigns are among the many law firm business development ideas contained in the second edition of “Courting Your Clients: The Essential Guide to Legal Marketing,” now available from Legal Expert Connections.

"Attorneys today face enormous time pressure to simultaneously provide excellent legal service and attract new business in order to maintain billable hours," said author and law firm marketing consultant Margaret Grisdela. "The book Courting Your Clients outlines a step-by-step methodology that can be easily adapted to any law practice."

Speaking, publishing, referral networking, Internet marketing, and other forms of business development all work together to create a cohesive legal marketing program focused on lead generation. The methodology outlined in Courting Your Clients suggests the number of times each activity should be conducted over the course of a year. Simple yet powerful written plans, including a calendar of scheduled campaigns, make it easier to monitor performance and measure results.

Marketing to current and past clients is an essential element in any effort to enhance law firm revenue and profitability. The book devotes an entire chapter to client retention and growth programs, including up-sell and cross-sell campaigns. Other marketing recommendations include focusing on a niche, clearly defining ideal clients, and attracting qualified prospects through an educational approach to business development.

About the Book

Courting Your Clients: The Essential Guide to Legal Marketing
Second edition
Margaret Grisdela, author
ISBN 978-0-9795674-1-4, 175 pages
Published by Legal Expert Connections, Inc.
$29.95 plus shipping

Order the legal marketing book Courting Your Clients here.

Client Diversification Minimizes Revenue Risk

2010-10-21T10:00:00.001-05:00

Over dependence on a small number of accounts can put your law firm at great risk. As Corporate Counsel increasingly conduct account reviews in an effort to reduce outside legal costs through convergence (i.e. reducing the number of law firms they work with) or alternate billing arrangements, your law firm may draw the short straw.

A law firm Managing Partner can inadvertently be in this position for several reasons. During stronger economic times, many law firms did not feel the need to conduct any aggressive legal marketing campaigns. As the economy has contracted, however, so has the flow of incoming leads. Suddenly a law firm has a dwindling client base.

Alternatively, a law firm that is lucky enough to sign a new large account can quickly get wrapped up in the day-to-day needs of client fulfillment. Before the attorneys think about the longer term implications, the firm may be overly reliant on one or two major accounts. If one of these large client leaves unexpectedly, the ability to pay salaries or the rent can suddenly become difficult.

What is the answer? Attorneys must find a way to meet the daily demands of court deadlines and client expectations, while also investing in an on-going legal marketing campaign.

If internal staff resources are tight, law firms can reinvest some revenue in outsourced business development activities. The right law firm marketing consultant can recommend an integrated set of programs that will increase visibility, generate leads, and help the firm to create more revenue opportunities with existing clients through up-sell or cross-sell initiatives.

You can learn more about protecting your law firm's revenue base with my legal marketing book Courting Your Clients: The Essential Guide to Legal Marketing. It's now available in a 2nd edition, which includes social media marketing, blog syndication, and a recommended guide to scheduling your marketing activities. Order your copy today.

Client Segmentation in Legal Marketing

2010-10-20T18:21:00.001-05:00

If 80% of your law firm revenue comes from only 20% of your clients, the Pareto Principle is at work. Think of this like a pyramid, where a small number of accounts represent your “Priority A” clients, while you are likely to have many low priority accounts.

Segmentation is the process of dividing all your accounts into 3 or 5 prioritized categories (like High, Medium, and Low). Revenue levels usually determine the priority of an account, but other factors can include client-generated referrals or client prestige.

Five Reasons to Segment your Clients

Segmentation helps you to create appropriate law firm marketing strategies
You will be able to allocate your legal marketing time and resources more effectively
Client segmentation provides guidance on account prioritization to fellow attorneys and other staff members (although you don’t want to openly publish your prioritization strategies)
Common characteristics of your best accounts can help you target similar clients for new business development
Not every account is a good one. It's OK to fire your low level accounts (within ethical guidelines, of course).

Learn More about "Courting Your Clients"

Client segmentation, cross-sell, and up-sell techniques are just a few of the many topics covered in the 2nd edition of the legal marketing book "Courting Your Clients: The Essential Guide to Legal Marketing." Click on the title to order your copy today.

National Law Review Features Attorney Articles

2010-10-13T15:30:00.000-05:00

Syndicating social media and attorney business development were the topics of two articles I recently published in the Business of Law section of the National Law Review.

If you are trying to increase your online visibility, NLR offers you another outlet. Below are some FAQs from a recent NLR enewsletter.

What Does NLR Publish?
Secondary legal analysis - alerts, newsletter articles, blog posts, by-lined articles. They don't publish press releases and other promotional items.

Who Reads the NLR?
Most frequent readers are in-house attorneys and mid to upper-level managers from the insurance, compliance, health care, risk management, pharmaceutical, chemical, finance, engineering and human resources fields.

How Many Readers Does the NLR Have?
NLR averages well over 23,000 visits per month with 85% of those visits being new. During the week they average over a 1,000 visitors a day.

Who Owns the NLR?
NLR is a woman owned and operated business.

What Does it Cost?
NLR offers two packages. All the content your firm can upload for a flat annual fee of $1,499. If you prefer that NLR uploads your firm's content, add $500 for a flat annual fee of $1,999.

How Does NLR Reach Legal Consumers?
NLR's content is featured on professional association websites as a legal news resource. Also, the NLR comes up higher in searches due to NLR's SEO friendly design and the high volume of quality content posted every day. NLR promotes in traditional ways too - through direct mail, newsletters and conferences.

Learn more about National Law Review here.

Blogger Options May Attract More Attorney Blogs

2010-10-11T15:49:00.001-05:00

If your law firm is thinking of a blog, Google just made it a bit easier. Blogger, the popular free blog software available from Google, has added a number of new features recently. Highlights include:

New Blog Template Designer
Spam Comment Filtering
Built-in Blog Stats
Improved Post Editor
Static Pages
Jump Breaks
Background Image Uploads
Accurate Post Previews
Photo Captions
More Default Templates

Setting up the software for a new blog can actually be the easiest part of blogging! The hard part comes when you need to hit the keyboard for your blog copywriting. It helps to create a legal marketing plan for the blog, and an editorial calendar that will give some structure to your blog topic selection.

Learn more blog tips for law firms here.

Lack of Billable Hours = Job Loss at Husch Blackwell

2010-10-05T19:59:00.000-05:00

Twenty attorneys were released from Husch Blackwell LLP due to insufficient 2009 billable hours. In a October 4th Law360 article by Richard Vanderford titled "Husch Blackwell Chops 20 Attorney Jobs," first reported by Above the Law, the outlook is cloudy:

"At least one consulting firm thinks bad times for attorney job security may not be over. An analysis from a top executive at legal consulting firm Hildebrandt Baker Robbins suggested that almost 27 percent of the 65,000 non-partner lawyer jobs in the nation's top 200 law firms — 17,500 positions — could be eliminated or shifted to lower-paying assignments in the next five to seven years."

Business development continues to be a top priority on the 2011 law firm horizon, cautions this @Rainmaking Lady. Attorneys who are less than confident in their rainmaking skills should spend some time learning the basics. The good news is that these skills can be acquired with some practice. Writing articles is a good way to get attention. Social media also can be effective in attracting attention. These are just a few of the many practice development tips covered in my legal marketing book Courting Your Clients, available later this month in the second edition.

Tips on Blog Copywriting for Lawyers

2010-09-30T14:34:00.000-05:00

Where do you get subject ideas for your law firm blog? How long should your blog post be? When does the blog need to be updated?

These are just a few of the many questions that were addressed in a meeting today of the Legal Marketing Association, South Florida City Group.

Jeff Zbar, writer and "Chief Home Officer" was the guest luncheon speaker. His answers to the questions listed above are:

Get blog story ideas from Google Alerts, trade journals, news media, daily events, and even celebrity news
Your blog posts can be short; 300-500 words is recommended
Update your blog frequently. (Daily is great, but 2-3 times per week works also.)

Syndicate your blog using your RSS feed to broaden your reach is another suggestion for law firm bloggers. You can post your blog material to Twitter, LinkedIn, and Facebook quite easily using features on each of these services or through a service like HootSuite.

My personal experience is that a well written blog can attract qualified prospects, reporters, and others interested in your firm's legal services. If you need ideas for your blog, let's talk!

Law Firm Managing Partners Optimistic on 2011

2010-09-23T16:26:00.000-05:00

According to the New York State Bar, "A straw poll of 21 managing partners at New York law firms revealed guarded optimism about hiring trends and demand for legal services in 2011. Only two of the 21 respondents said that they anticipated legal work would decrease next year, while more than 50 percent expected to hire the same number or slightly more first year associates than in 2010." Read the full story.

U.S. News - Best Lawyers List Debuts

2010-09-16T15:44:00.000-05:00

Almost 9,000 law firms in 81 practice areas in 171 metropolitan areas and 7 states are included in the latest entrant in the law firm ranking races. U.S. News and Best Lawyers, the leading survey of lawyers worldwide, have partnered to produce a list aptly named "Best Law Firms."

View the selection methodology here. National first-tier rankings will be featured in the October print issue of U.S.News & World Report, which will go on sale September 27.

San Bruno Fire Solicitations Draw CalBar Warning

2010-09-14T16:58:00.000-05:00

Citing "potential criminal and unethical conduct by some attorneys," the Office of the Chief Trial Counsel of The State Bar of California issued a strongly worded attorney solicitation advisory notice on September 10th.

Fire victims, family members, and health care professionals are reminded that unsolicited direct contact with a prospective client by phone or in person is forbidden. Attorneys or their agents who violate this prohibition will very likely be reported to the Bar for disciplinary action.

One legitimate legal marketing approach to fire victims is to draw their attention to a law firm's website through the use of Internet marketing techniques like search engine optimization (SEO) and search engine marketing. The use of event-related keywords, custom webpages, and even subject-specific mini-sites will attract the attention of potential fire victims who are actively seeking information on their legal rights. Information on legal services can then be provided to the potential client on an "on request" rather than an unsolicited basis.

Replace Billable Hour Debate with Value Discussion

2010-09-10T16:33:00.000-05:00

Cooley, LLP, Wilson Sonsini Goodrich & Rosati LLP, DLA Piper LLP, and Venable LLP have discovered an effective way to shift attention from the billiable hour debate to the delivery of substantive value for clients, in an article titled "Law Firms Offer Discounts, Play Matchmaker," published in the Wall Street Journal on 9/9/10.

An earlier blog column this week referenced the never-ending attention paid to hourly rates, and the WSJ articles gives insight on legal marketing strategies that effectively target client needs, in this case entrepreneurial start-ups.

Another Day, Another Law Firm Rate Survey

2010-09-08T17:42:00.000-05:00

Partner rates increased an average of 8.6% while mid-level and senior associate rates went up over 11% from 2007-2009, according to a Wall Street Journal blog article on a new survey by CT TyMetrix and the Corporate Executive Board.

These numbers are somewhat in conflict with the recent ALM Law Firm Economics Survey covered in this column last week, which reported that hourly rates dropped from 2007 to 2008 before regaining some ground in 2009.

As any legal marketing expert knows, it is always wise to steer the conversation away from how much something costs to the value delivered to the client. The return to the client - in terms of litigation avoidance, competitive product advantages, or financially favorable contract terms - deserves much more attention in this equation.

Law Firm Economics: On the Rebound?

2010-09-02T09:33:00.000-05:00

$342/hour was the average equity partner's 2009 billing rate, while a $400/hour rate put a partner in the top quartile, according to the recently released ALM Legal Intelligence 2010 Survey of Law Firm Economics, subtitled "Weathering the Storm."

Other survey highlights include:

Realization rates are now 85.9%, down from 88%
Billable hours for equity partners averaged 1,636 in 2009
Billable hours for associates fell slightly to 1,746 hours
The ratio of associates to partners is at its lowest level in 25 years
The ratio of support staff to attorneys is .88:1, the lowest level on record
Average compensation per equity partner is $358,035

Click here for more findings from the ALM 2010 Survey of Law Firm Economics, or visit ALM Legal Intelligence. Contact ALM via email or by callling 888-770-5647.

5 Legal Marketing Tips for September

2010-09-01T13:37:00.000-05:00

Today marks the start of a natural business sales cycle. As Labor Day approaches and the summer schedule fades, here are 5 simple attorney marketing tips to help you get more business.

1. Reconnect with your network. Back to school means back to work. Organizations that went dark over the summer now offer lots of “meet-and greet” opportunities. Think of your 10 best referral sources, and make a point to reconnect with them at upcoming events.

2. Target 3 -5 prospects. Business development is a top priority at many law firms these days. Write down a list of new client candidates, and then do your homework to identify key decision makers and issues facing each company or industry. Use the many networking events available to you this Fall to make personal contacts with these prospects. Work your way up to a personal meeting as part of your effort to offer legal solutions.

3. Market to your current clients. Existing accounts are your best source of new revenue fast. Consider a client newsletter, client alert, e-newsletter, or other marketing communication that offers value. Remind clients of your full range of services for maximum cross-sell and up-sell benefit.

4. Increase your social media marketing efforts. Whether you are a novice or an expert, pick up the pace on your digital marketing communications. LinkedIn is an excellent place to start with the legal crowd, as well as Martindale Connected, JD Supra, and many others.

5. Polish your elevator pitch. You’ll need it for all the new networking events. Make it short and sweet: a) say what you do in a brief yet memorable way (i.e., ours is “we help lawyers make more money”); b) say who you do it for; and c) offer a quick benefit statement. Make a mental note, also, of the pitch provided by your conversation partners.

Start your planning efforts today and over the Labor Day weekend, so that you can get a quick start on your September business development goals.

Contact the author to discuss legal marketing ideas for your firm.

Start Social Media Legal Marketing with LinkedIn

2010-08-31T07:55:00.000-05:00

Setting up your company profile on LinkedIn is a good first step on the path to social media marketing for law firms.

Your company profile page can feature a wide range of information, including location, website, number of employees, practice areas, and recent news. LinkedIn users, like prospects or future employees, will be able to "follow" news about your firm also.

Here are step-by-step instructions from LinkedIn. Please note that you must have a company-owned email domain in order to set up your profile.

Click on "Companies" found under "More" in the top navigation bar of the LinkedIn menu.

Click on the "Add a Company" link found in the upper right area of the page.

Type in your company's official name and your email address at the company on the "Company Name and Email" page. If your email address is already tied to an email domain for an existing Company Profile, you will be prompted to click on the existing Company name to edit the Profile.

If your company email address is not a confirmed email address on your LinkedIn account, a confirmation email will be sent to the company email address. The email text will give you a link to log in to your LinkedIn account. Be sure to log in to LinkedIn with your current primary email address. This will confirm your email address and add the email address to your account.

If your email address is confirmed, you will be taken to the "Create a Company" page that will allow you to enter information about your company.

Click on "Create a Company" once you have completed the required fields.

If you do not have a registered company owned email address to create a Company Profile you may still create a group to promote your business.

This process does not take long, and works well to increase your law firm search engine visibility.

Social Media BlogChat: a 60 Minutes for Bloggers

2010-08-30T17:00:00.003-05:00

#blogchat is a weekly conversation that takes place every Sunday night starting at 8:00 p.m. CST on Twitter. It is hosted by Mack Collier, and each week a different topic is discussed.

Last night it was "open mic" on various aspects of blogging, and I participated for the first time. Imagine Twitter on steroids; hundreds of Tweeters furiously typing questions and answers in a continuous stream of 140-character posts for a solid 60 minutes. The transcript for the August 15 session runs 126 pages!

Some of this week's discussion topics included:

Use of videos in blogs
How to select topics to write about
Blog copywriting techniques that engage your audience
Ways to add value for blog readers

For those attorneys who are trying to learn social media as part of their legal marketing initiatives, this is just one example of free educational events where you can ask questions of experts, or gain the benefit of listening to tips from more experienced users.

On the other hand, it also demonstrates how intertwined with the Internet legal marketing has become. Even marketers have a hard time keeping up with the daily advances in digital marketing campaign capabilities. From video to podcasts, Twitter, Facebook, LinkedIn, SEO, and more, there are dozens of ways for a law firm to attract prospects online.

It was fascinating to see new ways the Internet brings like-minded people together in real time to collaborate, communicate, and create new relationships.

Find me on Twitter: @RainmakingLady

St. Louis Family Lawyer Packs a Punch

2010-08-28T08:59:00.000-05:00

A Taser stun gun is a unique form of alternative dispute resolution used by one family lawyer who's thinking a bit outside the box. She's actually taken aim at an arguing spouse three times (but never fired), according to an article on divorce and family law in today's Wall Street Journal titled "Breaking Up Without Breaking the Bank."

From a legal marketing perspective, this @RainmakingLady suggests that safer forms of stress relief might include a water pistol, nerf balls, feather pillows, or Silly String. Even a gavel, while not quite as humorous, would be in keeping with the legal setting.

What happens if one spouse grabs the gun and takes aim at their intended ex? Then the lawyer will need a lawyer.

Crisis management PR is in the news today as we watch endless reports on the BP oil spill and the salmonella egg outbreak, but why invite trouble. One of the questions to ask before instituting any business policy or action plan is, do you want to read about it on the cover of the Wall Street Journal? Having a weapon at the ready for client disputes does not necessarily attract new business as word gets around.

In this case, the common saying that "any PR is good PR" does not seem to apply.

Seth Godin Ditches Publisher for Fans

2010-08-24T10:50:00.001-05:00

Digital and Internet marketing reaches a new milestone today with author Seth Godin's announcement that he will transition from his existing relationship with the Portfolio imprint of Pearson PLC's Penguin Group to a self-publishing platform.

Future titles by this popular author of "Purple Cow" and "Linchpin" will be made available as e-books, in audio format, PDFs, podcasts, and other formats.

Demonstrating the power of a blog and an online following, Mr. Godin now has 438,000 online blog readers according to an article in today's Wall Street Journal.

This type of evolution from print to electronic, and traditional to digital Internet marketing, has many implications for legal marketing and law firms:

1. The power of social media marketing for law firms becomes more important daily, as conversations shift to an electronic format.

2. Traditional ways of doing business are shifting, sometimes dramatically, and successful law firm marketers and attorneys will aim to stay ahead of the trend.

3. Direct client relationships are critical. The elimination of the middle man (i.e., the publisher in this case) continues the march toward greater one-to-one personal contact through technology.

4. Speed to market. As an author myself, I know that self- publishing takes months out of the publishing process while also providing direct contact with book purchasers.

5. Shorter business cycles. As works move more quickly into the market, the same is true for their natural fall from the spotlight. A focus on "what's new" underscores the need for a continuous flow of fresh material to your clients, prospects, and followers.

Note: The 2nd edition of my legal marketing book, Courting Your Clients: The Essential Guide to Legal Marketing," will be available in mid-September. Contact this @RainmakingLady for details.

California "Tax Lady" Faces AG Charges

2010-08-23T16:08:00.000-05:00

Successful legal marketing campaigns gave California tax lawyer Roni Deutch a high profile on TV and in the media. Today all that attention is unwelcome as California Attorney General Jerry Brown alleged that Ms. Deutch swindled thousands of clients by charging high up-front fees without lowering their tax bills.

Roni Deutch, A Professional Tax Corporation, is the nation’s "largest tax resolution law firm" according to the Tax Lady's website. The lawsuit seeks $34 million in damages.

According to a San Francisco Chronicle article titled "State sues TV's 'tax lady' for alleged swindles," the law firm employs 160 people and generates about $25 million a year in revenue while spending $3 million annually on TV and radio ads, the suit said.

Looks like the Tax Lady has some taxing matters to attend to at the moment.

Salmonella Egg Recall Invites Legal Marketing Campaigns

2010-08-20T16:15:00.000-05:00

The nationwide egg recall widened today as a second Iowa egg producer issued a safety alert. Wright County Egg was the first to recall 380 million eggs (up from an original count of 280 million), and is followed today by Hillandale Farms of Iowa.

Marler Clark, a national law firm representing victims of foodborne illness and other serious personal injuries in litigation against restaurants and food companies, issued a press release yesterday claiming to file the first lawsuit in the outbreak of Salmonella Enteritidis (SE) against a restaurant in Kenosha, Wisconsin.

As the competition heats up for cases in event-driven liability matters like this nationwide egg recall, the firms that can field an integrated digital marketing campaign first have an increased likelihood of beating the competition when it comes to building a caseload quickly.

A standalone, customized website is a fundamental early-mover advantage in any digital campaign. Within hours of the BP oil spill, for example, proactive law firms started to launch Google ads and new websites built around keyword-specific URLs. This increased search engine visibility, with its associated ability to attract qualified prospects, is a fundamental, Bar-compliant strength in attracting prospective clients.

Contact the author at 1-866-417-7025 for information on class action or mass tort marketing.

Click here for details of the FDA alert on Salmonella Enteritidis Outbreak in Shell Eggs.

Local Elections Give Attorneys Networking Opps

2010-08-17T15:49:00.000-05:00

Get out the vote efforts abound as states head into the November elections. Here in South Florida, the polls are open for early voting in advance of the August 24th primary election day.

The Broward County Bar Association has joined with many other local bar associations to help spread the word about candidates and the voting process. Of great interest is the fact that an unprecedented number of sitting judges are being challenged.

Without having to take sides one way or another, lawyers have a natural opportunity to remind friends, clients, and associates about the importance of participating in the election process. This is yet one more legal marketing technique to stay in touch with your network.

Boom or Bust? SMART Legal Marketing Protects Law Firms

2010-08-13T15:40:00.000-05:00

Maintaining an aggressive business development program is an attorney's best antidote to prevailing economic uncertainty.

It's been a tough week on Wall Street with stocks down about 4%, and there is some dissension coming from the Fed about the future economic outlook. Whatever direction the economy takes, law firms should continue to be very focused on business development to enhance their chance for success.

If your law firm does not already have some form “SMART” (specific, measurable, achievable, repeatable, and timed) sales process, now is a good time to refocus your efforts. Here are just a few of the many ways to sharpen your business development efforts:

1. Clearly define your ideal client. For example, you might be targeting high net worth families with children in a certain zip code or medical offices with 10-25 employees. Whatever the case, be as specific as possible.

2. Maintain a prospect list that names names. Clearly identify who you want to go after.

3. Establish your selling strategy. What is step 1, step 2, etc. to go from finding a prospect to closing the sale? Once you have the steps, measure and monitor prospects as they go through the process.

4. Repeat - keep prospecting, keep selling, generally keep working your list. You will want to successfully repeat this sales process over and over for maximum results.

5. Establish timeframes for your business development efforts to keep the process moving.

The advice of @RainmakingLady is never stop marketing!

Medical - Lawyer Referral Service Draws Attention

2010-08-09T12:50:00.000-05:00

A Tampa, Florida law firm appears to criticize the 1-800-ASK-GARY referral hotline service that the firm itself uses, according to a Tampa Bay Online article titled Law Firm's Ad Derides Services it Uses. Here are some excerpts from the article:

"1-800-ASK-GARY is a referral hot line affiliated with Physicians Group LLC, a chain of accident clinics operated by Sarasota chiropractor Gary Kompothecras. Physicians Group operates at least 46 clinics in Florida, and with an affiliate has expanded to Minnesota and Kentucky. Both states have auto insurance systems similar to Florida's.

The hot line refers callers to 42 law firms, some or all of which refer their legal clients to Physicians Group's clinics for treatment.

Aside from Beltz & Ruth, the referral network also includes big advertisers Morgan & Morgan, Winters & Yonker, and Catania & Catania, according to a list the Ask Gary hot line provided the Florida Bar."

Tampa Law Firm Sues The Florida Bar

2010-08-03T16:01:00.000-05:00

Attorney advertising restrictions described as "severe and unjustified" are the basis of a lawsuit filed in USDC, Middle District, Tampa on 7/20/10 (#08:10-cv-01598).

The complaint, filed on behalf of plaintiff Cordell & Cordell P.C., further claims that The Florida Bar rules "prohibit certain categories of commercial speech in violation of the First and Fourteenth Amendments to the Constitution of the United States, impose arbitrary restrictions on Plaintiffs' fight to communicate effectively with potential consumers, and are unconstitutionally vague."

The case dates back to July 2009, when the firm submitted nine radio ads to the Bar for approval. Seven ads were approved, but two were deemed to be not in compliance. In an unfortunate twist, the law firm advised the advertising agency that the two ads in question required revisions but the agency somehow aired the ads without making any changes.

The Florida Bar became aware of this alleged violation and initiated discplinary proceedings.

There are other issues at play here also, including charges that the Bar's initial letter was insufficiently specific.

As Florida legal marketers and attorneys well know, The Florida Bar attorney advertising guidelines are among the most strict in the country. This will be an interesting case to follow.

Cordell & Cordell PC is headquartered in St. Louis, MO with an office in Florida (and other states). The firm concentrates in helping men in divorce matters. Carlton Fields represents the plaintiff.

Ready, Fire, Aim: Attorney Marketing Ideas

2010-07-28T11:00:00.001-05:00

Finding your optimum selling strategy – meaning the ability to sell one product or service successfully into one market – is a crucial sales and marketing concept emphasized in the book Ready, Fire, Aim: Zero to $100 Million in No Time Flat, by bestselling author and fellow Delray Beach resident Michael Masterson.

Customer acquisition in an early stage law firm (to apply the concepts in this book to the legal market) requires accuracy in targeting your audience, pricing your legal service, and convincing prospects to choose your firm.

The author suggests researching the market to identify how other firms are achieving success in attracting clients, then taking similar actions. For lawyers, this is likely to be SEO and Internet marketing, referrals, TV or billboard advertising, speaking, publishing, and organizational networking.

Even though you may be offering similar legal services, however, you want to make yours stand out in the mind of the buyer. Your “Unique Selling Proposition” (USP) should highlight a single compelling benefit of your service above all the others. Finding a way to make your law firm different can translate into revenue and client retention on the bottom line.

By the way, nothing is more important than selling when first building your book of business cautions the author. Especially if you have your own firm, don’t get sidetracked by “nice to have” trappings or systems.

This is an informative book written by a master of marketing. While it is particularly well suited to information and consumer products, it reveals many highly effective direct marketing techniques.

Google Caffeine and Legal Marketing

2010-07-27T15:27:00.000-05:00

SEO algorithms and Internet marketing techniques are changing as a result of Google's new web indexing system called Caffeine. A news story, blog post, or other item of user-generated content will now benefit from Google Caffeine's 50% faster, fresher results for web searches.

Searchers will find links to relevant content much sooner after publication than was possible ever before. This is Google’s competitive response, in part, to Twitter and Facebook.

Here are the implications for law firms and legal marketers:

Google index now is updated on a real time basis
Fresh web site content increases in importance
Sitemaps need to be updated in real-time or at least more frequently
Upsets the apple cart for SEO algorithms, although meta tags and inbound links remain important
Social media content enhances integrated web visibility

Overall, marketers need a content strategy (website-social media-SEO-etc.) across platforms to maintain high visibility.

Google Caffeine was launched in June, and you may notice that things like Google Alert notifications are appearing faster. Read Google's announcement here.

Inactive Clients are a Goldmine of Potential $

2010-07-26T14:44:00.000-05:00

Call one every day this week to say hello. 12 legal marketing hints:

Before the Call

1. Visit the client’s website in advance and Google their name to find out what’s new.
2. See if they are active on LinkedIn or Twitter. If so, read their profiles before you call. You may learn something to help start the conversation.
3. Be ready with some legal fact or breaking news that you think would be of interest to the client. If so, perhaps you could schedule a consultation with them off the clock.

During the Call

4. Ask how their business is going, and what kind of new clients they are seeking. Perhaps you can give them a referral.
5. Tell them about a new service you are offering.
6. Share news about a case you recently handled.
7. Consider setting up a lunch if there appears to be any interest.
8. Ask if they know of anyone who might need your services

If you don’t get through on your initial call, leave a voice mail and also send an email.

After the Call

9. Take follow up action as appropriate.
10. Send an email to thank them for their time.
11. Send the client an informative article that they may find useful.
12. Mark your tickler file for your next contact.

Learn more about Marketing to Inactive Clients

Chapter 7 of my legal marketing book Courting Your Clients is titled “Mine Your Client List.” Watch for the 2nd edition of this fact-filled book, due out in early September. Add your name to our notification list via email to author Margaret Grisdela.

Legal Expert Connections Provides Social Media Services to Broward County Bar Association

2010-07-21T14:00:00.000-05:00

Helping law firms and attorneys connect with clients and prospects on LinkedIn, Twitter, Facebook, and blogs is a new legal marketing service available from Legal Expert Connections. The firm is now assisting the Fort Lauderdale-based Broward County Bar Association in developing a social media campaign, beginning with a blog.

“Social networking is now an essential element in any law firm Internet marketing campaign,” said Margaret Grisdela, president of Legal Expert Connections and author of the legal marketing book Courting Your Clients. “Legal marketing campaigns also have special compliance requirements, however, in regard to professional ethics and attorney advertising guidelines.”

These expanded online marketing services help law firms in three primary areas:

1. How to get started on social media. Attorneys are busy with the daily demands of clients, cases, and courts. Law firms receive help in developing an online networking strategy, followed by assistance in setting up individual attorney profiles that incorporate search engine marketing best practices.

2. Techniques to build followers and connections. Lawyers are taught how to quickly build an online community. What to say on social media is also a training topic, along with tips on how to create an editorial calendar for advance planning purposes.

3. Automating social media posts across platforms. A well-written law firm blog can serve as the basic driver of online content. Lawyers learn how to use blog posts to update other social media sites using the RSS feed, thereby streamlining the publication process.

Contact this RainmakingLady at 1-866-417-7025 to discuss your social media marketing needs.

E-Book Sales Underscore Digital Trends

2010-07-20T17:28:00.000-05:00

Lawyers who have not fully embraced social media and Internet marketing are in denial of major trends. News items today include: 1) Amazon is now selling 180 e-books for every 100 hardcover books ; 2) companies are buying so many new computer servers to meet growing Internet demand that it is fueling some level of economic recovery; and 3) Facebook is about to reach 500 million members.

While we know that consumers and businesses increasing turn to the web for research, recommendations, and recreation, this means that legal marketing campaigns need to change as well. Search engine positioning on the first page of Google, through natural SEO or PPC pay-per-click ads, is no longer enough. Law firms require some level of visibility on the leading social media sites like LinkedIn, Twitter and Facebook.

Consumer-oriented law firms, like personal injury attorneys or trust and estates lawyers, are the most likely candidates for sites like Facebook. LinkedIn works well for all attorneys, particularly those with a corporate or governmental practice.

Is your law firm prepared for social media? Read more here about Social Media Law Firm Success Strategies.

This RainmakingLady welcomes your feedback.

Making Ideas Happen in Legal Marketing

2010-07-19T20:21:00.000-05:00

The dreamers, the doers, and the incrementalists are three personality types identified by author Scott Belsky in his new book “Making Ideas Happen,” (Penguin Group USA Inc., 2010). The first group generates a constant stream of new ideas, but has trouble executing. The doers focus on the logistics of implementation, without the flow of creative genius. Incrementalists share traits of both, but move so quickly through cycles of idea generation and execution that they never fully develop any one concept. All parties can get trapped on the "project plateau," that painful period when you face the reality of how long project implementation can actually take.

If you are part of a legal team that must work quickly and effectively to respond to changing market conditions, this book is a quick read that will open your eyes to higher levels of productivity.

Many ideas in this book (which focuses on "making ideas happen" in a general context) can be applied to legal marketing campaigns, which frequently involve multiple specialists like social media experts, website designers, copywriters, and search engine marketing consultants.

Here are some key project management recommendations from the author:

- A relentless bias toward action pushes ideas forward
- Each person must “own” their action steps
- Spending time on notes is not worth the effort
- Design and personalization play a role in organizational systems
- Organize around projects, not location

Emphasis is on action steps in this book, and how different personality types can collaborate to maximize performance. I found it very interesting and recommend the book to you.

JD Supra Partners with LinkedIn

2010-07-16T16:41:00.000-05:00

Authors on the legal self-publishing site JD Supra can now easily make their documents available on LinkedIn. Both sites will synchronize automatically when a new document is uploaded to JD Supra.

View this Rainmaking Lady's profiles on JD Supra and LinkedIn. It took just a minute to use this new feature. A similar capability to post JD Supra documents is available for Facebook. Lawyers will want to look at this option as another way to extend their legal marketing campaign.

Enhance Google AdWords Campaigns with Negative Keywords

2010-07-15T17:22:00.000-05:00

Law firms can quickly spend even a generous online advertising budget when pay-per-click campaigns are not optimized.

Negative keywords are one important way to improve click-through rates for a search engine marketing campaign. First, let's start with a definition of negative keywords. Quite simply, they are words that you want to filter out of your legal marketing campaign. Here are two ways you can identify and remove negative keywords.

1. Google AdWords provides a "Negative Keywords" link at the bottom of the "Keywords" page when you are in an Ad Group. Click on this link to specify keywords that are not relevant to your account for the particular Ad Group, or for the entire campaign. Examples might include words like "free," "job," "career," or "training." If you are a personal injury law firm, you can filter out searches that include "divorce" or "real estate."

2. Also while you are on the "Keywords" page in an Ad Group, you will see a button that reads "See search terms." Click on this button (select "all") and you will see ACTUAL search terms that generated a click and a cost to you. Google's algorithms can sometimes match the keywords you are bidding on against unexpected search terms, so this gives you practical insight on how to sharpen the focus of your campaign. You are likely to set up more negative keywords once you see these results. (Note: Reports exclude keywords with no clicks.)

Your Google AdWords attorney marketing campaign will benefit from the insight of an an experienced campaign manager. You will be able to increase your click-through rates, improve the quality of your leads, accelerate the conversion process, and maximize your online advertising budget.

This Rainmaking Lady welcomes your questions and comments. Visit our law firm search engine marketing site.

FDA Panel Mixed on Avandia Approval

2010-07-14T18:12:00.000-05:00

FDA Commissioner Margaret A. Hamburg will make the final decision about future use of diabetes drug Avandia, made by GlaxoSmithKline PLC.

The majority of medical experts on today's FDA panel (20 of the 33 members) voted to keep Avandia on the market, with 12 voting for removal and 1 abstention. Twelve people voted to remove the product from the market, and one person abstained. Several panelists recommended that stronger label or usage restrictions be applied.

Both plaintiff and defense attorneys have been following the hearings. The broader policy question relates to public safety protection when adverse new findings become available regarding a medication that is already in the market.

In anticipation of the vote, Glaxo has been working to settle many of the lawsuits outstanding. See "GSK settles bulk of Avandia suits for $460M" in FiercePharma.com. According to the article, plaintiff attorneys are pleased with the settlement efforts. An earlier blog post commented on Internet-based class action marketing campaigns being used in the effort to attract Avandia users.

FTC Seeks Reform of Consumer Debt Lawsuits

2010-07-13T15:08:00.001-05:00

Automated litigation software that allows law firms to file thousands of consumer debt cases annually is coming under court and FTC scrutiny, according to an article titled "Automated Debt-Collection Lawsuits Engulf Courts," published in The New York Times on July 12, 2010.

The article cites a Woodbury, N.Y., law firm, that files about 80,000 debt collection lawsuits annually with only 14 staff attorneys.

According to a July 12, 2010 FTC press release, the Commission’s principal recommendations in regard to consumer debt litigation are:

1. States should consider adopting measures to make it more likely that consumers will defend themselves in litigation, decreasing the prevalence of default judgments.

2. States should require collectors to include more information about the alleged debt in their complaints.

3. States should take steps to make it less likely that collectors will sue on debt on which the statute of limitations has run.

4. Federal and state laws should be changed to prevent the freezing of a specified amount in a bank account including funds exempt from garnishment.

The National Association of Consumer Advocates, a nationwide organization of more than 1500 law firm and debt counseling members who represent consumers, has been working to educate consumers on their many rights when facing bankruptcy or mortgage foreclosures.

Legal Community Awaits Avandia Decision

2010-07-12T11:15:00.001-05:00

Legal experts watch as the medical community debates potential recall of the diabetes drug Avandia, made by GlaxoSmithKline PLC. Studies have linked the drug to increased risk of heart attack. At issue is the broader matter of drug safety policy after products have already received FDA approval.

Glaxo faces up to 11,000 cases in federal and state courts, according to an article in today's Wall Street Journal titled "FDA Faces Avandia Decision." The firm has settled almost 700 cases in recent weeks.

Many plaintiff law firms continue to offer consumers assistance with Avandia-related complications, based on a quick Google search for Internet marketing campaigns, including Sokolove Law, Ashcraft & Gerel, Steigerwalt & Associates, and Phillips & Associates.

Read more about the Avandia debate on the Wall Street Journal's Health Blog.

New LinkedIn Features Make Legal Marketing Easier

2010-07-11T11:30:00.001-05:00

Attorneys can make social media connections faster with new LinkedIn Group features. News and member-generated discussions are now shown on one page, and the latest comments on a discussion are more prominently displayed along with the photo of the person offering commentary.

Other new LinkedIn Group features include:

1. A "Top Influencers" board makes it easier to see the most active / influential group members.

2. Ability to search all discussions within a group. For a lawyer, you can now easily search for discussions about your area of practice, like divorce, patents, or employment law. This will help you make your time online more effective.

3. Improved navigation makes it easier to find the more active discussions.

Learn more about the new features of LinkedIn Groups by watching a quick video here. Give it a try! Using these capabilities can help bring attention to your law practice.

Florida Bar Internet Advertising Rules Spark Criticism

2010-07-10T08:21:00.000-05:00

Florida lawyers face increased regulation on website advertising, as previously reported. The new rules, originally scheduled to take effect on July 1, 2010, were recently delayed by action of The Florida Supreme Court.

At the heart of the matter is a new requirement that certain law firm information, such as testimonials and references to past results, can only be accessible "on request" on a law firm's web site. A law firm wishing to display this data must require a site visitor to take an affirmative action, such as clicking on a button after reading a disclaimer, before accessing a web page with testimonials or certain other performance data. The web page containing this data must be hidden from the search engines, meaning that the page is only accessible through the disclaimer page.

Large Florida law firms are becoming more vocal in their opposition to this law firm advertising rule, according to an article by Julie Kay titled "Florida Law Firms Protest Bar's Online Ad Rules," published in the July 12, 2010 issue of the Daily Business Review.

Read The Florida Bar News article here titled "Court Delays Enforcement of Atorney Website Rules" also for more information.

Out of state attorneys should pay attention as well, since The Florida Bar's attorney advertising rules apply broadly to "lawyers admitted to practice law in Florida who solicit or advertise for legal employment in Florida or who target solicitations or advertisements for legal employment at Florida residents." (Rule 4-7.1(b))

This Rainmaking Lady respects discussion on Florida web site rules, while noting that legal marketing opportunities on the Internet have grown geometrically via Twitter, FaceBook, YouTube and other social media sites in the years that this evaluation has been in progress. The effort to regulate online communications may only become more complicated.

Bloomberg Enters Legal Research Market

2010-07-08T06:42:00.000-05:00

Westlaw and LexisNexis are now targets of Bloomberg Law, the formidable financial data publisher that hopes to extend its reach to law firm desktops across the country. An article in today's Wall Street Journal titled "Bloomberg Hangs New Shingle" tells the story.

Over the past five years, Bloomberg has reportedly hired 250 full-time attorneys to analyze court and other legal documents for online publication in their new product.

There are two key points that this Rainmaking Lady finds interesting from a business development perspective:

1. Bloomberg Law goes beyond legal documents to integrate complementary data sources like corporate filings, stock charts, links to information about judges and corporate counsel, as well as information that can point to potential conflicts. In this regard, the bigger picture helps the law firm rainmaker improve the effectiveness of a business development campaign.

2. Flat fees of $495 per month per attorney for the Bloomberg product challenge the more complex usage-based pricing models of competitors. Since alternative billing arrangements are a big topic in legal circles these days, it is useful to see how a more straightforward price schedule for legal research can be effective in gaining market share within law firms.

Competition is a difficult but ultimately critical market-driven factor that will result in better products at better prices. The holistic approach of Bloomberg Law offers additional tools for successful legal marketing.

Big Legal Marketing Ideas on a Small Marketing Budget

2010-07-07T16:30:00.000-05:00

We've been talking to a lot of attorneys lately who don't have much money for marketing. From AmLaw 100 firms to solo and mid-sized practitioners, marketing dollars are tight.

Let's look at the bright side, though. There are lots of low cost legal marketing campaigns available, especially when it comes to digital marketing. Here are 5 marketing tips for recession-proof marketing.

1. Set up a Google AdWords account. This "pay per click" offering means there is no cost to you unless someone clicks on your ad and visits your website. Plus you can set a daily budget to control expenses.

2. Work your referral network more aggressively. Prioritize your referral sources, and create a 1-page outline that lists your sources with a communication schedule. For example, meet with your priority "A" referral sources every 30-45 days, your "B" resources every 60-90 days, etc.

3. Schedule your own speaking event. Partner with 1-2 complementary service providers (like another attorney and an accountant) and put together an event you can all promote to your clients/prospects. Arrange to hold this in the firm with the most suitable office space, and bring in some food. You will attract attention, get new leads, and gain some positive energy.

4. Increase your visibility on social media. I was able to land a new engagement last week from an inactive client I "LinkedIn" with, and you may be able to do the same. Stay connected!

5. Write an article. If business is slow, that means you should have some extra time to pen an educational article targeting your ideal clients. Chances are good that they are grappling with the economy as well, so give them some suggestions on how to take the right legal steps to protect or enhance their business or personal situation.

See, increasing your legal marketing profile can be easy and fun! I'm writing the 2nd edition of my legal marketing book Courting Your Clients, and have a lot of ideas you may find helpful. Drop me an email and I'll share some more.

Legal Marketing Skills Offer Job Protection

2010-06-24T17:10:00.000-05:00

Good news on the legal horizon includes increased hiring plans among half of the law firms questioned in a recent Altman Weil survey, reported in yesterday's Wall Street Journal Law Blog. Also, billing rates increased 3% last year.

Other aspects of the survey document past hiring practices that translate into a particularly difficult future market for young lawyers and non-equity partners, including:

♦ Nearly 40% of the firms surveyed made fewer partners in 2009 and 50% indicated they “will or might” do so again in 2010;

♦ About 50% of the firms reduced or discontinued hiring first-year associates in 2009 and 38% said they will do the same again; and

♦ About 20% of the firms planned to fire non-equity partners this year, and 37% “will or might” deequitze partners.

Those who stay and those who don't will be determined in part by their ability to bring in new business. Marketing is a process that can be learned. Click here for a free sample attorney marketing plan.

Click here for the Altman Weil 2010 Law Firms in Transition survey results.

Florida's Largest Law Firms

2010-06-21T13:12:00.000-05:00

The Daily Business Review has a newly published list of the top 100 Florida law firms. The top five firms are:

Akerman Senterfitt
Greenberg Traurig
Holland + Knight
Carlton Fields
GrayRobinson

Blue skies are finally appearing for these Sunshine State law firms, following a couple of years of stormy weather for law firms throughout Florida. Read the full report here on Florida's top 100 law firms.

Impact of BP $20 Billion Fund on Oil Spill Litigation

2010-06-18T11:00:00.000-05:00

BP's agreement to set aside $5 billion per year for the next four years is likely to deter some litigation, according to an article titled "Claim Fund Offers Shield from Suits" in today's Wall Street Journal. Here's an excerpt:

Some of the plaintiffs may now end up dropping their suits—or never file suit in the first place—and tap the fund, which would save them from paying big attorneys fees. "They're going to have to think about this," said Richard Nagareda, a law professor at Vanderbilt University. "The fund promises a much faster payout."

"Make it Right," BP's commitment to restoration, recovery, and reimbursement has 900 people devoted to handling claims on a 24/7 basis in over 25 locations. This easy access to the claims process undermines the need for actions that would otherwise be filed in court.

Of course, oil is still spilling and the magnitude of damages in terms of duration and scope remain to be seen.

Plaintiff Legal Marketing in Millions at Leading Firms

2010-06-15T19:50:00.000-05:00

Sokolove Law LLC has a $12 million annual digital marketing program, according to today's Wall Street Journal. The firm has a 20 person Internet marketing team.

Plaintiff's law firm Parker Waichman Alonso LLP also maintains 20 technology specialists who maintain the firm's 300 websites, according to the same article. The firm now spends $1 million of its $3 million annual marketing budget on online marketing.

Nowhere is this shift to social media and Internet marketing more apparent than with the BP Oil Spill litigation. As covered in earlier blog posts, plaintiff firms are aggressively using blogs, webinars, web sites, and online PR to attract online traffic.

It must be paying off. "The folks who reach us through social media are twice as likely to become clients as those who would reach us through television or print," says Michael Skoler, chief marketing office for http://www.yaztalk.com/, a website of Sokolove Law.

Defense firms, are you listening? Traditionally slow to respond with Internet marketing, now is a good time to put the Internet to use for blogs, online articles, white papers, and more.

This Rainmaking Lady is available to discuss BP oil spill litigation marketing for plaintiff or defense firms.

Best Lawyers Partners with U.S. News

2010-06-10T13:54:00.000-05:00

The lawyer directory market is heating up, with the recent announcement by Best Lawyers that it is partnering with U.S. News for a national profile.

The rankings of over 500 law firms from all states and specialties will be published in the U.S.News flagship magazine in September 2010, and in a special stand-alone publication which will be mailed to 30,000 general counsel in the U.S. and emailed to an additional 55,000 leading lawyers around the world. The rankings will also appear on the websites of both U.S.News and Best Lawyers.

Law firms can not pay to be included in Best Lawyers; rankings are based on interviews and other carefully defined selection criteria.

Social Media Tips for BP Oil Spill Defense Lawyers

2010-06-09T17:49:00.000-05:00

While the plaintiff’s bar has been quick to launch Internet marketing campaigns designed to attract victims of the Gulf oil spill, defense firms have been slow to respond online. This article provides a brief overview of BP oil spill litigation, with suggestions on how defense firms can use social media to attract new business from named defendants.

Hundreds of cases have been filed in federal courts against BP, Transocean, Halliburton, and Cameron International from April 20, 2010 through close of business on Friday, June 4th, according to a quick search of the PACER docket database.

Oil spill litigation covers the Gulf states, and involves a wide range of claims. The most popular actions as identified by the “nature of suit” in the federal docket database include:

120: Marine Contracts
160: Stockholders’ Suits
190: Other Contracts
240: Torts to Land
290: All other Real Property
340: Torts, Personal Injury: Marine
345: Torts, Personal Injury: Marine Product Liability
365: Torts, Personal Injury: Product Liability
380: Other Personal Property Damage
893: Environmental Matters

BP has named Kirkland & Ellis as a lead defense firm, with Arnold &Porter and WilmerHale also providing services, while Transocean is working with Skadden Arps, Preis & Roy, and Sutherland Asbill according to the Wall Street Journal Law Blog.

Frequently the defense law firm is not named when a case is initially filed with the court, meaning that many of these cases may be subject to intense competition from other Big Law, mid-sized firms, or even solo practitioners who act as local counsel.

Social media campaigns can help to increase search engine visibility and attract qualified prospects for defense firms that write and speak about oil spill litigation.

Five ways that defense law firms can use social media for oil spill business development:

1.Build a blog, or write a series of focused articles for an existing blog.

2.Use the RSS feed from your blog to automatically feed other social media outlets, like LinkedIn and Twitter.

3.Use LinkedIn (www.linkedin.com) for online networking. Look for existing connections to the law firms that have already been appointed, with the intention of an introduction for possible overflow or conflict work. Join groups and answer questions relating to the oil spill.

4.Get involved in online discussions on sites like Martindale-Hubbell Connected (www.martindale.com/connected), which offers an Emerging Issues forum for the BP oil spill.

5.Self-publish on legal sites like JD Supra (www.jdsupra.com) for greater Internet visibility.

An essential first step is to create a strategy for your social media campaign. Identify your goals, objectives, target audience, and success measures. Equally important, create an outline of 10-20 topics related to your area of expertise as it relates to oil spill litigation. This type of an editorial calendar helps you organize your efforts, assign multiple attorneys to assist in writing articles, and plan a publication schedule.

More on Social Media, the BP Oil Spill, and Law Firm Marketing …

Margaret Grisdela will be addressing this topic at a June 11, 2010 marketing presentation at the Florida Liability Claims Conference in Orlando, Florida sponsored by the Florida Defense Lawyers Association (http://www.fdla.org/). She is available for other speaking engagements as well, and invites your comments.

Tyco & Shook Hardy Find Success in Flat Fees

2010-06-04T16:58:00.000-05:00

Since Tyco International selected Shook Hardy & Bacon in 2004 as its sole provider for product liability litigation services, the arrangement has worked well for both parties. Read the story titled "Flat Fees, Fat Coffers: Clients, Firms, Can Make Big Bucks by Going Flat," in Law.com's Corporate Counsel.

Superlatives Spoil Law Firm SEO Campaigns

2010-05-27T17:09:00.000-05:00

"The Best Law Firm for [Practice Area]" caught my eye recently while reviewing some online press releases. The announcement goes on to say that the law firm is an "excellent choice," and even promises a rosy future to new clients.

This well-intended search engine optimization campaign, taking advantage of the many free or low-cost Internet-based press release services, can clearly get the attorney in trouble with their State Bar.

While SEO is important, it still needs to comply with attorney advertising guidelines. SEO marketers should be screened not only on their ability to increase your visibility in the search engines, but on their understanding of the legal market.

Marketing Your Intellectual Property Law Webinar

2010-05-24T16:12:00.000-05:00

Internet marketing strategies and other legal marketing campaigns for Intellectual Property lawyers will be the subject of an ExecSense webinar this Friday. I am honored to be the session leader. Details:

"How to Grow Your Intellectual Law Practice in 2010"
Friday, May 28, 2010, 2:00 p.m. EST
Register here

IP participants will learn the most in-demand intellectual property legal services for the upcoming year and how other lawyers are capitalizing on offering these and other services to clients as a way to grow their practice. Take the 60 minutes to view this webinar (on your computer, mobile phone, iPod or printed out) to be in-the-know on how other IP lawyers are growing their practice in 2010, how their strategy is different than in years past, and how you can capitalize on these strategies for yourself.

Registration is $250, with a special 2-for-1 offer. Details at http://www.execsense.com/details.asp?id=1290

BP Selects Kirkland & Ellis for Oil Spill Litigation

2010-05-18T13:17:00.000-05:00

Today's Chicago Tribune reports today that Kirkland & Ellis is taking the lead on the BP defense team.

Talk about the importance of personal relationships ... ties between BP and Kirkland date back to 1938 price fixing and antitrust litigation.

BP litigation is expected to be expensive, extensive, and long-lasting. The article reports:

"At least 70 suits were filed in the two weeks following the April 20 explosion, including 59 that want to proceed as a class action, according to court documents. Plaintiffs assert similar claims: that negligence resulted in personal injuries, damage to their businesses or property damage. They seek compensation, including punitive damages."

"A judicial panel that oversees multidistrict litigation is expected to hold a venue hearing in July. BP declined further comment on the pending litigation."