How to Harness the Power of Email Marketing in Law Firm Business Development

In an era where email remains a dominant communication tool, with billions of users and even more emails sent daily, law firms of all sizes can harness the power of email marketing for business development.

The return on investment is significant – $42 for every $1 spent – but this success hinges on the quality and relevance of the content shared.

For your email marketing program to be successful, you must provide your audiences with thoughtfully curated, value-added content. This is particularly crucial for smaller to mid-sized firms that might not have the same resources or volume of content as larger firms. By focusing on niche segmentation, these firms can use content marketing to effectively compete with larger entities.

The integration of emarketing systems with your CRM is vital. These systems not only facilitate efficient distribution of content but also provide invaluable data on content performance and audience engagement. Such insights are pivotal for making informed business development decisions.

Some smaller and mid-sized firms are already excelling, using tools like JD Supra to distribute their content and gain media attention. This strategy has allowed them to grow their audience and stand toe-to-toe with larger firms.

For email content, law firms should focus on sharing information that showcases their expertise and aligns with their clients’ interests. This can include legal updates, insights into regulatory changes, case studies and thought leadership articles. Practical advice, tips and guidance on current legal issues relevant to their client base are also valuable.

In addition, firms can share firm news, such as notable case wins, new hires or community involvement, to personalize their communication and strengthen relationships with their audience. The content should be informative, engaging, and, most importantly, relevant to the recipients to ensure it resonates and fosters stronger connections.

The message is clear: with strategic content and email marketing, backed by robust CRM and emarketing systems, any law firm can make a significant impact in today’s competitive landscape.

Key Takeaways

  • High ROI on Email Marketing: For every dollar spent, there’s an average return of $42, making email marketing highly effective for business development.
  • Content is Crucial: The success of email marketing depends on providing relevant and valuable content to your audience.
  • Impactful for Smaller Firms: Smaller to mid-sized law firms can leverage content marketing to compete with larger firms by targeting niche segments.
  • Integration with CRM: Utilizing emarketing systems integrated with CRM enhances content distribution and provides valuable engagement data.
  • Data-Driven Decisions: Analytics from emarketing systems help in making informed business development strategies based on content performance and audience engagement.
  • Leveling the Playing Field: Smaller firms can grow their audience and compete effectively by distributing content through platforms like JD Supra and gaining media attention.

10 Content Marketing Best Practices to Implement Today

While many law firms are content producing powerhouses, pushing out alerts, social media posts and other information daily via the many distribution channels with which they engage their target audiences, they often fail to take the time to think about the how, what, when, where and why of the content they are creating and disseminating and how it will help/benefit their clients and other influential readers.

For example, do you ever feel as if you are a content machine who is just going through the content motions, following orders of those around you, because “that’s the way they’ve always done it,” or because you don’t want to question a partner or someone more senior to you?

If so, take a moment to give yourself a “content timeout” so you can really think about why you are doing what you are doing.

If it doesn’t make sense with your brand and business development goals, immediately change your course.

Taking the time to ensure that your content marketing strategy and your BD strategy are aligned will enable you to create more focused, strategic content that will better engage and resonate with your target audiences (more on this below).

Remember that the goal of content marketing is not just about populating your social media feeds with a steady stream of content.

Rather, the goal is to use content as a differentiator and a tool to help position you and your firm as a thought leader, which will help to keep you top of mind with key individuals.

Here are a few things you can do right away to take your content strategy to the next level to help you achieve these goals.

1 – Align your content strategy to your business development goals. I always say that every single person involved in legal marketing is a business development person regardless of your actual job title or function.

You must be focused on lead generation and business development in your position to really understand what the firm’s goals are, especially when it comes to content.

Aligning your content and social media strategy to your BD goals will enable you to choose the right practices and industries on which to focus.

You can then also use your analytics and competitive intelligence to help support your efforts (such as Google analytics, web site, social media and email stats, among others).

Remember, everything you do should be centered on bringing in business for the firm, including every single piece of content you create.

2 – Show vs. tell. Every piece of content you post should be value-added, helpful and client-centric. So, don’t just tell your clients why you are the best lawyers, show them. Think about how to demonstrate that you are a leader in your field versus telling someone.

Write  content with this concept in mind – from the highest-level thought leadership article to every social media post.

Think about “why should your clients care about this?” when crafting language.

Remember that most often, your clients are not lawyers, so throw the legalese and jargon out the window and put yourself in their shoes. Clients want to know who you are and how you can help them. It’s that simple.

3 – Reuse and repurpose everything. Think headshots, practice area images, previously published client alerts and articles.

Every image and piece of content you have can be used multiple times. For example, you can pull out an interesting statistic, create a word cloud, use icons or big numbers to bring important points to life, a quote or just tell the story in a different way, and voilà, it’s a different piece of content! Use an editorial calendar to help you track and manage the posts.

3 – Create once, publish everywhere (but adjust the message for the medium). Delving deeper into the point above, while you should leverage the social platforms most frequently used by your clients and prospects, don’t post the same exact content and image to LinkedIn that you would post to Twitter or Facebook or Instagram.

It’s very important that you demonstrate to your target audiences that you have mastery of the social media platforms that you are utilizing or else you are committing social media suicide. Incorrectly using a particular platform shows your audience that you lack critical social media skills.

Also, while it’s great if your firm has thousands of followers on LinkedIn and Twitter and the like, don’t forget that you also need to tap into the critical social networks of your lawyers to have maximum engagement.

Ensure that your lawyers are properly trained on how to effectively use LinkedIn to share and like content or else you will miss out on reaching their powerful networks!

4 – Use free online tools to gain a competitive edge. Working with mid-size firms with limited budgets, I often have to get resourceful. I use a lot of online free/low-cost tools to help me gain a competitive advantage over my peers.

Also, set up Google Alerts on your top clients and prospects. These are free and give you great insights into your clients. Arm yourself with as much information as you can and you will have an advantage over your competitors and demonstrate to your clients how much you care about their businesses.

4 – Use evergreen content to your advantage: Evergreen content is SEO-optimized content that doesn’t have an expiration date, or lose its relevancy and value over time. It is high-quality, helpful content that provides value whether it is read today, next week or a year from now.

So why is it called “evergreen?” The evergreen tree is a symbol of everlasting life because this type of tree keeps its leaves throughout the seasons, rather than shedding them. Like the trees, evergreen content is considered sustainable and lasting.

Creating an evergreen content strategy is easier than you think because you already have all of the content and most of the tools that you need. It just requires a little creative thinking on how to effectively repurpose them.

For example, content opportunities (and the visual assets that go along with them) such as lawyer bios, holidays, office openings, firm history, timeless client alerts, case studies on matters/practices, careers, professional development, pro bono and diversity, events, as well as information from transcripts can all be used to fill in content gaps in your editorial calendar.

5 – Incorporate visuals. Taking the point above a step further, I’m a firm believer that you should post nothing to social media without an image. Why? Because social media posts with images gain more views and engagement, period. Anyone can incorporate visuals into their social media strategy, you just need to be creative and resourceful.

You can easily reuse and repurpose images that you already have, and resize them using tools right on your smartphone. In addition, there are many photo and online design tools that enable you to create images for free or at a low cost such as canva.com and Picstitch that enable you to create visually arresting graphics to bring your social media posts to life.

For more low cost and even better – free! – tools that you can incorporate into your social media content strategy, take a look at my JD Supra article that explores 17 really cool martech tools that you should know about.

6 – Focus on the headlines. In order to stand out from the many emails that your in-house counsel receive each day and the countless social media posts they see clogging their feeds, you must create headlines and copy that will draw them in. We already talked about how to effectively use images in your posts, but we didn’t delve into headlines.

The subject lines/headlines of your emails (so client alerts, press releases, white papers, CLE programs and anything else that you send via email to clients/contacts) is the very first thing that they see and determines whether someones wants to open up your email – or not. So make them clear, actionable, short, succinct (and extra points if you can create a “how-to” or “why” piece or use numbers or a list format such as what I did with my title above). “Listcicles” are very popular ways of communicating complex information into digestible chunks.

  1. Network and share online: LinkedIn is the most important social media channel for law firm business development and professional networking. It enables you to quickly build and grow relationships so that you can bring in new business and referrals, build your brand and stay top of mind with key individuals in your professional network. So, use it smartly and use it often (meaning post and share value-added content, and engage meaningfully with your connections). I write a lot about how to maximize LinkedIn and use it effectively – see my latest JD Supra articles on LinkedIn profile basics and more advanced LinkedIn to-do’s – because I have never seen the platform directly lead to new business more than I have in the last year (hint – use the notifications section to give you reasons to be in touch with important contacts in your network – information is power here!).
  2. Think quality not quantity. I touched on this a bit above, but since it’s such an important point, I wanted to dedicate a bullet to it. The ultimate goal of content marketing is to drive readers to take action, preferably in the form of contacting and retaining your firm. So it’s not how often you post content to social media that makes a true impact, but rather what you say and how you say it. The quality not the quantity of your posts should always be your primary focus, and keeping that concept at the forefront of your content strategy will help to guide your overall efforts.

For all firms and lawyers, the goal of content marketing is lead generation and business development. How you get there is by building targeted relationships, staying top of mind, providing helpful content and consistently adding value.

Legal News Reach Episode 4: The Perfect Storm: Law Firm Marketing & Business Development Budgeting with Beth Cuzzone, Global Practice Leader of Intapp

Welcome to Season 2, Episode 4 of Legal News Reach! National Law Review Managing Director Jennifer Schaller is joined by Beth Cuzzone, Global Practice Leader of Intapp. Together, they discuss the best budgeting strategies for legal marketing departments as firms emerge from the pandemic with a new set of priorities and perspectives.

We’ve included a transcript of the conversation below, transcribed by artificial intelligence. The transcript has been lightly edited for clarity and readability.

Jennifer Schaller

This is Jennifer Schaller, and I’m the Managing Director of the National Law Review. We’ll be speaking with Beth Cuzzone, who’s the Global Practice Leader of Intapp. Beth, can you tell us a little bit about your background and what you do at Intapp?

Beth Cuzzone

Thank you for asking, Jennifer. I think it’s an important table-setting question. So I recently joined Intapp in 2022. It’s a global technology firm, and it partners with investors and advisors to help them run their businesses. And it basically follows those companies through the lifecycle of their companies, whether it’s intake or relationship management, or deal management, or billing or marketing or risk, and so many other operational functions. But my role Intapp sits in the marketing and business development corner of those companies. So as a Global Practice Leader, I’m responsible for working with a team of subject matter experts who help clients align their strategic priorities with our solutions. It’s been an interesting and challenging shift, because I spent more than 30 years of my career in the very types of companies that Intapp now helps. So it’s been an interesting and exciting and challenging change all at once. And I think it also gives me a unique lens into what we’re going to be diving into today.

Jennifer Schaller

Okay, wow, it sounds like a spot-on match here we have today. So let’s dig into it. We’re talking about law firm budgets. So for this upcoming budget cycle, for firms who are either almost done with it, or in the process, or close to wrapping it up. What’s different this year than in previous years in law firm marketing and business development departments?

Beth Cuzzone

In one word, everything. If we take a step back and look at the easy formula that law firms have used traditionally when creating their budgets, there hasn’t been a lot of secret sauce. In its simplest form, and I am oversimplifying it for illustrative purposes, but in its simplest form, law firms for years and years and years, and year over year, would take into consideration their former budget number and give it an increase that aligned with the firm’s increase in their revenue for that year. And then the real work would begin on saying, Okay, we’re going to give ourselves a 2 or 3% increase, because we increased our revenue by 8%. So we’re going to take some slice of that, and we’re going to increase what we did last year, and then they would reallocate that number. And so if it was my budget was $1,000 last year, and you know, now I’m going to increase it by 3%, it’s going to be $1,300. And now let me just play around with the line items and see where we want to spend a little more, where we want to spend a little less. Given the years that we’ve had coming up to the 2023 budget season, we had 2020, when the pandemic hit, we had 2021, where we were still experiencing the effects of that. And then in 2022 as people tried to move back into some normalcy of spend market, you know, marketing, outreach, awareness, credibility, relationships, going back into the office, that sort of thing, the budgets are a little bit all over the place. So to answer your question, why is this coming year’s budget different? It’s because you don’t have last year’s budget that you get to just reset.

The interesting thing is that I think it actually is going to provide opportunities to relook at the way you think of your budget and think a little bit about very specific line items. You know, I do think one of the places that people are going to spend a lot of time thinking about is digital marketing. And, you know, a question I had for you is, have you seen an uptick in the digital marketing spend from law firms, where we were pre-pandemic, to pandemic to where people are moving towards?

Jennifer Schaller

That’s kind of a multi-layered question. I mean, over the last five years, there’s obviously been a switch to more digital. There’s a couple of different things going on in the larger digital advertising industry. Advertising rates right now as a whole are pretty suppressed digitally. So that’s impacting us a little bit, just because the baseline is down. But if you’re in a specific niche, like the National Law Review, where you know, we very much have the traffic and the audience, there’s always going to be a demand for it. What’s going to be super interesting to see is when cookies go away. People keep talking about that, because that’s going to make the content on the website far more relevant, as opposed to having retargeting ads and things like that. But the date keeps changing on that. So, you know, we’ll let you know when we know. And related to publishing end of it, there’s been a bit of a sea change on that. There always was sort of a pushback or a stigma somewhat attached to pay-for-play publishing. But a little bit of a difference with that is, over time, most marketing professionals, especially in legal, understand that there’s costs involved in running a quality publication, if you want to have analytics, if you want to have a responsive staff who’s around to make edits, that you have to pay for that, and that, you know, if you don’t have money coming in from subscriptions, if you’re a no login website, that there’s going to be cost. So there’s been a bit of a change there. There’s more receptiveness to it. And I think maybe because law firms themselves understand what it takes to publish, they’re a little more forgiving, and understanding that we have costs too, if that makes any sense.

Beth Cuzzone

It makes complete sense. It makes complete sense. And again, there’s no direct answer to some of these complicated questions that we’re asking each other today about where people are spending and where it’s going versus where it’s been when we’ve had this pause on so many levels. And like you said, I also just think that the lens of the marketing and business development departments and law firms are really starting to appreciate that looking at digital assets as a way to create awareness and credibility is going to be a leader in their budget.

Jennifer Schaller

Well, yes, especially since events have changed and gone away. And a lot of sponsorships have changed. And given that pandemic ripple effect of live events versus sponsoring tables at events, which used to be a part of legal marketing department spends, what’s becoming more the standard for law firm, legal marketing department and business development spend, is it changed? Is it reallocating? How is that working?

Beth Cuzzone

That’s a great question. So typically–I heard somebody say once, law firms are like snowflakes, everyone is different. And I know that when I look at industry statistics that talks about the swing of spend, that has to do with you know, the percentage of revenue of law firms, that it goes anywhere from 2 or 3% to 18, 19, 20%. And the reason that they have that swing is because in some marketing and business development department budgets, they include personnel when others don’t, okay, or in some marketing and business development, department budgets, it’s all marketing, whether it’s for the HR department, or legal recruiting, or the firm, and others. Those are each very separate departments and separate budgets. So there is this huge spread across the industry. But I think for most firms, we’re going to find that there’s that 3.5 or 4% to 8% budget target of revenue. And that’s kind of where people settle in. There are outliers on both sides. And interestingly, there’s often some surprises. I find that sometimes some of the smaller, mid-sized firms have larger percentage budgets. But I think that’s because they can’t enjoy the scales of economy that larger firms can. If you’re looking at your budget, and we can talk about this in a little bit, you know, in 2020 when the pandemic started, all discretionary budget items were removed from law firms, whether it was in marketing and business development or not. So it was like, “Unless we’re contractually obligated to pay something, we’re taking it off the table.” And so now firms are getting that opportunity to rebuild it. And again, that approach and that budgeting exercise is a real opportunity for these firms to say, “What haven’t we been asking ourselves?” Or, “What haven’t we done that we’ve wanted to? What’s not in our budget? What should be or what are the opportunities out there in terms of places or people or technology or intersections that we’ve never tried before?” So I think there’s some of those questions that are happening, too.

Jennifer Schaller

Yeah, I think if anything, this is just helpful to know, to have legal marketers or even law firm administrators, or management know how to ask questions about legal marketing budgets, that there is such a wide range, but the wide range prompts people to ask the question, “What’s in that figure and what’s not?”  I’ve never really had it broken down that well before. So thank you for taking the time to spell that out. Because it’s not spelled out a lot of different places. Many people will appreciate that.

When you’re talking about law firm marketing budgets, what’s the difference between acquisition marketing and retention marketing and preparing budgets? Should law firms dedicate more resources to one or the other? Or is it some sort of blend?

Beth Cuzzone

That is a very forward-thinking question that you’re laying out there. Because I think that law firms basically had two types of buckets, if you will: they thought of it as awareness and credibility building, or relationship building, it was one of the two. And so they had some things around awareness and credibility, we talked a little bit about it earlier, you know, it’s that one to many, the website, you know, the content, the newsletters, the big events, that sort of thing. And then the relationships are kind of those one-on-ones. It’s the spending time going out and sitting down with a prospective client to learn something, or having an entertainment budget or doing some small roundtables with thought leadership, or sitting down with different decision makers at a particular client site so that you’re staying close to them. And it was a little bit all over the place. And the shift that I’m starting to see happen is that law firms are starting to break down their budgets into exactly what you said: acquisition marketing, which is, “How are we getting new clients?” versus retention marketing, which is, “how are we keeping and growing the clients that we have, or the brands that we have, or the relationships that we have?” And by doing that, they’re also starting to do account-based marketing. And they’re able to put their budgets together and say, “We’re going to spend 70, or 60, or 80% of our budget on our existing relationships, because we know that it costs six to eight time more money, resources, people budgets to get a new client than it does to keep and grow an existing one. So when you look at the scale of acquisition versus retention, retention is going to get that bigger budget. And then the acquisition is going to have a smaller wallet share of the overall budget. But within that big budget, you’re going to start that retention budget, you’re going to start to see that being broken down a little bit by account-based marketing as therefore account based budgeting. Again, this is a little bit around the corner. And this is I think what firms are going to be dealing with over the next five years of exactly being able to measure their return on objectives or their return on investments and where their money is really being spent. Because they’re going to be tying it down to very specific objectives and very specific strategies, if you will.

Jennifer Schaller

Okay, so what would be some of the areas that there would be an overlap, like between acquisition and retention marketing, would that fall in the digital area? Or where would that be?

Beth Cuzzone

That’s a perfect example, please look at what we’re talking about like a Venn diagram, right, you’ve got your acquisition, you’ve got your retention and then there’s the place where they overlay. Digital assets are a perfect example that fall into both. It’s helping you in the marketplace. And it’s helping you find your next big relationships and clients and referral sources. And those are the same assets that you can use to add value and stay close to some of your existing relationships, places where they start to separate a little bit, again, is really by account or by client, client-based marketing versus account-based marketing. And so you might have a firm where you say, we’re going to spend a lot of our travel and entertainment budget on going to each one of their offices and doing junior executive training. So that we’re aligning ourselves with the next generation of decision makers, and that’s how we want to spend our money and our time and our budget and our resources and our people on that particular client this year, sort of thing. So it all depends, again, on the strategy. And it also depends a little bit on the firm.

Jennifer Schaller

Yeah, would it vary by practice group, or just like, if you had a firm that was, you know, just intellectual property law based, would there be differences in the ratio or the mix or network?

Beth Cuzzone

That’s a great question. So there are some firms and also practice areas where there’s annuity streams, if you will, right. There’s just an ongoing, “We represent this particular finance institution on all of these sorts of loans. And, you know, we do 5, 10, 15 a year for them.” Think about if you were actually a litigator, and you were representing financial institutions where you didn’t know how many you were going to have in a year or whether you were not going to have any for two years and how they think of you and they call us when it’s about the company or they don’t call us when it’s about the company so you have to again, look at the firm, its strategy, the cadence of those open matters, the cadence of when they’re being asked to help clients and then try to align your budget and the activities in your budget around those very objectives. Does that make sense?

Jennifer Schaller

Yeah, it does. A lot of what you’re breaking down is really helpful because people throw numbers out there, but they don’t go into the details of what moves the numbers up or down, like your example of depending on if the law firm is including the expenses for HR, or including the salaries of the marketing department in there, that should make a big difference. And nobody really spells that out. So that was very helpful.

Beth Cuzzone

What kinds of trends are you seeing…there’s this nuance that’s happening now Jennifer, where there was a period of time “back in the day” where all law firms took out one-page ads in some of the biggest business-to-business publications and journals, or like yours, very, very niche, industry-specific news-related channels. And it was “we want to be top of mind” with whoever the reader is, whether it’s our peers, whether it’s our competition, whether it’s a referral source, whether it’s a potential client, whether it’s somebody on the other side of the table, and over time, that awareness campaign started to move into that content campaign. And I’d really be interested to see how are law firms maintaining that mindshare in the marketplace? What are you seeing?

Jennifer Schaller

Some big change from print, and what’s really changed–COVID was sort of terrible for the world, but in a lot of ways good for law firms and legal publishing. Because there were so many rapid developments of a legal or administrative or regulatory nature going on, there was just a lot of content to be written on and a lot of people looking for that content. So there was inherently a lot of traffic just being driven by COVID and all the related changes to it. Now that that’s leveled out a little bit, what we’re seeing from law firms is when they do their informative writing, meeting, talking about cases that happened and why that’s important to a particular industry, or new regulations that are on the horizon, what’s a little bit different is they’re starting to impose–not impose, but impart–their personality a little bit more. We’re seeing more content come in where it talks about people’s journey in the legal profession, how they balance working from home or transitioning out of working from home in a little bit more with the content. So before there was very little of that. I mean, there was some. It’s pretty prevalent now where we’ll see many law firms just have entire blogs and podcasts and a whole kind of vertical dedicated to life balance, people’s career paths, and things like that, which is a bit different than what we’ve seen before. I think it provides a good opportunity for law firms to tease out their competitive differences just by letting people know who they are, because ultimately, with law firms, they’re buying the person and their knowledge and their background. And this is kind of a more forward way of doing it than what’s been done in the past.

Beth Cuzzone

You know, it’s so interesting to hear you say that. I don’t think I really put such a fine point on it until you just mentioned it. All law firms do the same thing. For the most part, a general practice firm does the same thing as the next general practice, you know, an IP boutique does the same thing as the next IP. But how you do it, who you do it with and the culture is what your differentiator is. And you’re right, as I’m thinking a little bit about the sorts of information that I’m seeing, either the types of information or the personality in which people are writing, it really is giving firms a way to showcase their culture and who they are and their differentiator as opposed to all sounding like really smart law firms.

Jennifer Schaller

It’s that and I think it’s a little bit recruiting as well. I mean, the whole world has experienced quite a bit of turnover. Law firms have always had more turnover than other industries. So we’d have some stuff coming in where folks are interviewing their summer associates. And they’re doing that on a couple different levels. I think it plays to people who may be interested to know how a person got a summer associate position at an Am law firm, but also, you know, it’s a big hug to that person, and it shows in a recruiting sense that that law firm really cares about folks at all levels of the organization. We wouldn’t have seen that 10 years ago, so that’s just really different.

Okay, so let’s get into the fun part: budgeting tips! You’ve been doing budgets for years, you work with an organization that helps law firms kind of balance competing things for their attention and help tease out what’s probably the best bet for the firm. Do you have a few tips to share with our readers, or our readers and our listeners today, concerning law firm budgets, what to include what to not get pushed back on?

Beth Cuzzone

Yes, I think that there are a few best practices out there that law firm marketing and business development departments want to be thinking about as they’re either negotiating their budgets with firm management, or if they’re actually putting it together. We talked a little bit about the fact that historically firms have used the previous year and that budget number is a benchmark. Ironically, in 2022 law firm marketing and business development budgets increased by more than 100%. And again, it’s because in 2020, and 2021, they were decimated, it was the place where there was the most discretion in the budget, there were things like they weren’t going to be doing sponsorships, they weren’t going to be holding webinars, they weren’t going to be traveling to see clients or things–like take it all out. So then when we started to move towards this normalcy of, “let’s get back to business in 2022”, with a kinder, gentler, more softer approach, they had to increase their budgets by more than 100%. So the first thing I would say is, do not prepare your 2023 budget based on your 2022 budget, because you’re going to show that there’s already been 100% increase, and there will probably be very little wiggle room. I would also scrap 2020 and 2021. So I think one of my tips or best practices is, use 2019 as your benchmark, not 2021 or 22. For the reasons we’ve just talked about.

The other thing, you just mentioned this in the way you asked the question, is that there is a very complex ecosystem in law firms, and the marketing and business development budget is one of many competing priorities. And I think understanding that budgeting is a long-term game, not one you win every year. And so what I’m trying to say is, take a panoramic view of where the firm is, what they’re trying to accomplish, what some of their major goals are for the next year or two, look left and look right at what other operating department budgets are going to be impacted by that, and prepare your budget within the context of what’s happening. So don’t ask for the greatest budget increase among every operations department, every year. There becomes a fatigue, where it’s like, “Nope, just give them the 2%, we’re not going to listen to why they deserve more every year, year over year than every other department.” So I think walking in and being able to communicate, “We understand that lateral growth is one of our top strategic priorities, and that you’re going to be spending a lot of our budget on legal recruiting. So this year, I’ve put in some particular items and activities that will support legal recruiting, and I’ve moved my budget request from a 6% increase to a 2% increase.” And again, you can negotiate two or three years in advance, then say, “I just ask that when we’re looking at my budget in two years, or in three years that we appreciate that I’m asking for a smaller increase this year, given where we are, what we’re doing.” You know, it also goes a long way when there’s been a down year.

So, so far we’ve said, use 2019 as your benchmark, don’t ask for the greatest budget increase among every operations department every year, try to negotiate for two or three years in advance at your firm, but also negotiate two or three years in advance with your partners or vendors, depending on what you call them. You know, to be able to say, “Listen, we want to do this. And we can’t be all-in this year because our budget isn’t going to allow us, but can we negotiate an 18-month relationship with you and spread it over a 24-month period?” Negotiate a little bit! These are companies that want to partner with you. I also think it never hurts to ask and get comfortable with, again, just partnering with your vendors. That’s why I always call them partners and not vendors. Be comfortable with partnering with them and saying, “Look here are two or three things I’m trying to accomplish. And I only see one of those things in the proposal that you sent to me. Are there some things that you can put in here that are revenue neutral? Or are there ways that you can reallocate our spend and help me hit these other budget objectives?” They’ll work with you. So negotiate with management and then partner with your vendors.

I’ve been talking with a lot of firms. And another thing that I’m seeing firms really start to do is ask themselves, “Where is the lowest risk and the highest return?” and vice versa, and making sure that your budget is representing that like, “Boy, this is the lowest risk and a really good return. So we’re going to do more of this. And this is a really high risk, very questionable return. We’re going to do less of this.” And by the way, having those conversations with your management committee or your manageing partners or your executive committee about the ways that you’re looking at risk versus return, or contextually where you are in the firm’s operational churn, if you will, those sorts of things will help you in the long run.

Jennifer Schaller

It’s really great that you point out the need to let your vendors know what your goals are. It’s very challenging sometimes when people are like, “What’s the price? You know, what, what, what is your best price?” What is important to you? It’s not really a negotiating technique, we want to know where to focus to best meet your needs. And if we have no concept of what your goals are, or what you’re trying to highlight, it makes it infinitely more challenging.

This year, or any historically, are there budget items that you would suggest CMOs pay more attention to this year than in previous years or anything that’s unique about this year that they might want to highlight other than the points that you made about using 2019 as a base point versus the previous two years? Which were just weird. Is there anything else different?

Beth Cuzzone

You know, I think this is the time everybody is peeking over the horizon wondering, “Is there a downturn? Is there a recession? Is there a down year coming? What do we do?” You know, you’ve got, you’re asking yourself all of those questions. I think this is also a year, when you’re looking at your budget, to look at things that are driving efficiencies, scalability, revenue generation, right? There’s a difference between cost and investment. Make sure that your budget has a nice healthy mix of, “These are things where we want to spend money to get more money. And then these are places where we want to spend money so that we can meet an objective,” and I call them return on objectives, and return on investments. “We want to be known in this new market. We want to open up an office in Texas. And so we’re going to be spending a lot of time and money and energy and budget on really getting the word out creating some top of mind awareness in Texas.” That’s an objective, right? If it is that we really want to get a little closer to the bottom quartile of our clients in terms of revenue and say, “How can we help them with more problems than we do now? How do we take them and really try to grow the wallet share that they spend on outside counsel?” That’s a return on investment. So you know, have that healthy mix on return on investment, and return on objective.

Jennifer Schaller

Fair enough. So briefly, your firm Intapp? How do they help law firms with their budgeting process? Are there specific things that they’re set up to do to help?

Beth Cuzzone

Thank you for asking me that and for being so gracious. Because yes, I think the answer is yes. So Intapp can help law firms create insights to find revenue, find where there’s work that’s more profitable, find where, you know, there’s whitespace, and opportunities, or be able to basically measure things, and have this one source of truth in your law firm, where you’ve got all of these technologies that help all of these different operating departments that all connect, that’s why it’s called Intapp, there’s an integration to this, and they all integrate and talk to each other. And those kinds of insights can inform law firms about the kind of money that they’re spending and the kind of return that they’re getting. And it can be as simple as looking at your marketing campaign open rate for your last email, all the way to looking at some very strategic insights of “here are some spaces or places in our firm where we could be working closer with clients, or an industry where we haven’t saturated as much as we could.” So it can go from tactical to strategic, and that’s what Intapp does. That’s why it’s such an amazing company.

Jennifer Schaller

So is Intapp more process or technology based or kind of marrying the both of them when they work with law firms?

Beth Cuzzone

That’s another great question. So it’s a technology company. And I think the thing I’ve been most surprised with is the brainpower that sits in Intapp and all of the people that are there to help clients successfully deploy, or change management professionals that help you get more engagement at your firm, or help you with use cases of smarter ways to use the technology.

So Intapp sells technology that has professionals that help you with the people in the process as well. It’s a little competitive secret.

Jennifer Schaller

Sounds like a good match. As always, we appreciate Beth’s time sharing her thoughts with us and her experience and kind of the trends that she’s seeing and marrying it with the experience that she’s had over the years. Thank you very much.

Beth Cuzzone

It was so great to see you, Jennifer. So great to see you. Thank you for inviting me and be well. True North.

Conclusion

Thank you for listening to the National Law Review’s Legal News Reach podcast. Be sure to follow us on Apple Podcasts, Spotify, or wherever you get your podcasts for more episodes. For the latest legal news, or if you’re interested in publishing and advertising with us, visit www.natlawreview.com. We’ll be back soon with our next episode.

Copyright ©2022 National Law Forum, LLC

Tracey Goldvarg joins the National Law Review as Business Development Director

CHICAGO (PRWEB) SEPTEMBER 15, 2020

The National Law Review (NLR), one of the highest volume business law news services in the United States, announced that Tracey Goldvarg joined the company as Business Development Director. Goldvarg brings extensive legal business development and B to B publishing experience from her previous leadership roles at American Lawyer Media (ALM), Today’s General Counsel, and Inside Counsel. Goldvarg’s wealth of knowledge and legal industry know-how will enhance the National Law Review’s initiatives involving various advertising, promotional and other new product offerings.

The National Law Review is a leading source of information for companies and individuals looking for guidance on compliance and regulatory matters. The NLR’s COVID-19 pandemic coverage garnered over 4.3 million readers in both March and April of this year, and the NLR’s pandemic coverage continues following Congressional and Executive directives and local Coronavirus mandates.

Goldvarg joins the National Law Review at an exciting time, when the company is poised for exponential growth as traffic levels to the National Law Review have tripled in the last year.

Jennifer Schaller, Managing Director of the National Law Review:

“We are excited to welcome Tracey to our team. Her depth of experience in the publishing and in the legal and financial services fields is invaluable as we continue to grow and develop new markets, expand coverage in new areas and amplify our product offerings to our clients and in new verticals. Tracey’s upbeat attitude and exceptional commitment to client service is just what we need to keep our momentum going.”

Goldvarg:

“I am thrilled to be joining such a dynamic and nimble organization at such a pivotal time in its growth. I look forward to continuing our on-going collaboration and welcome the opportunity to join a women-owned organization, that values the insights and talents of its team-members and has such high standards of customer service to its clients. Their client retention numbers are unparalleled.”

The NLR is a certified women-owned business enterprise that reports breaking legal news on emerging and on-going business issues ranging from business immigration to the regulatory and operational challenges of the Coronavirus pandemic.

The National Law Review’s U.S based editorial team publishes around the clock and optimizes legal thought leadership for search engine visibility, and for distribution via news syndication partners. The NLR also promotes our published content through their extensive social media network, and to their over 135,000 daily newsletter subscribers.

About the National Law Review: The National Law Review is a daily legal news website with a mission to provide objective, reliable and practical litigation, legislative and administrative legal news and analysis through partnership with law firms, other legal and business organizations and our own staff journalists. The NLR’s online platform was developed by corporate attorneys and is the online descendant of a legal publication tracing its roots back to 1888. With the talents of our own writers and contributing authors, the National Law Review has grown into one of the highest volume business law publications in the U.S., with an average of 2 million visitors each month. Visit us at www.NatLawReview.com.

Contact:

JENNIFER BUECHELE SCHALLER
E. EILENE SPEAR
708-357-3317

Debunking Five Business Development Myths to Help You Achieve Success

Business development, marketing and public relations initiatives can be intimidating to even the most-seasoned legal veteran. The idea of creating a successful plan seems daunting, much less the prospect of executing, maintaining and measuring the plan’s performance metrics. The steps to effective business development are rooted in creating visibility and thought leadership that successfully position both you and your firm within the marketplace and that translate into new clients and business referrals.

Here are five business development myths that make creating and executing a successful business development plan seem impossible. It is important to remember that most attorneys did not go to law school or begin their legal practices with the aspiration of becoming a seasoned marketer. However, it is possible to become successful at business development by reevaluating how you measure success and how you focus your efforts  — and debunking these myths.

Myth #1- There Is a “One Size Fits All” Marketing & Business Development Plan

Each individual’s marketing and business development plan should be customized to highlight not only their unique strengths but also to incorporate their priorities, experience, capabilities and commitment level. For example, if you’re more extroverted, your plan could include large networking events or speaking engagements. If the idea of speaking to a group of strangers is intimidating, then perhaps your plan includes writing articles or providing your expertise in small roundtable discussions. Additionally, before creating a business development plan, each individual needs to evaluate factors like where they are in their career, what their short-term and long-term goals are, and what they need to get out of their business development initiatives to be considered effective.

Myth #2- Being Successful at Business Development Means You Are a “Rainmaker”

There is often a stigma that the successful business developer is defined as a rainmaker. Business development success should be measured on an individual level and not compared to the firm as a whole or measured against any other attorney’s business development contribution. There are too many factors for each person and their experiences and circumstances to label only the rainmaker as successful. Just like a law firm requires many layers of expertise to run smoothly, there are different levels of contributors to business development, and each level should be valued and encouraged if individuals are participating to the best of their ability and expanding their business development experience.

Myth #3- New Clients Are the Only Measure of Business Development Success

While the obvious end goal of all business development initiatives is more business which equals more billing and revenue, signing new clients is not the only measure of successful business development. Expanding your network to broaden the exposure of your expertise is a fundamental part of a successful business development plan. Often, attorneys get too focused on cultivating the relationship with a potential client and miss opportunities to connect with valuable referral sources, thus limiting their network.

There are also other business development initiatives that can be measured as successful beyond singing a new client- including getting a bylined article published, being honored with a significant award or ranking, or being quoted in the press. Each of these things help to create an integrated and effective business development plan that sets up the foundation for long-term success.

Myth #4- Executing Your Plan Needs to Be Done Alone

Simply because your business development plan “belongs to you” doesn’t mean you have to execute it on your own. Working with someone to hold you accountable is crucial to the process. This is not to say you need to immediately run out and find a business development coach to be successful, but you do need someone to discuss which initiatives are working in your plan and identify any challenges you’re facing. This should include regular check-in meetings to make sure your plan is progressing the way you’d like and to ensure your goals are being achieved. It also includes evaluating the success, or lack thereof, of initiatives and adjusting or revising goals to be more effective.

Having a mentor or aspirational influence is also a helpful tool for both planning and execution. While you don’t have to model your plan to mirror someone else’s, there is value in knowing where you’d like to be and seeing someone else achieving that level of success. A mentor will serve in a more interactional role, but if that model doesn’t fit with your personality or your business, identifying with a person or people whose success you would like to emulate is helpful when crafting a strategy and long-term goals in your business development plan.

Myth #5- Business Development Is a Fancy Term for Networking

Many people declare they don’t need a business development plan because they are “active” within their industry and regularly attend events. Event attendance is a piece of a larger initiative that creates a successful and measurable business development plan. Often, attorneys put all their marketing eggs in one basket. They become frustrated when those efforts are unsuccessful and give up. An integrated approach is key to being successful in business development. This includes not only networking but also incorporating other things like writing, ranking and honors, digital strategy, and public relations.

It’s easy to focus on client work and push business development initiatives to the side or add them to a to-do list. The idea behind breaking down these common myths is to empower everyone to feel they can create a manageable business development plan, use the tools and resources they need to execute these plans successfully, and to execute these plans with short-term and long-term goals that are easily achieved. Business development does not need to be intimidating, overwhelming or time-consuming if your plan is personalized to highlight your strengths, comfort level and readiness. The goal of business development is not just to meet people and hope they’ll hire you, but to create lasting impressions through initiatives and actions that enhance your visibility and position you as a thought leader.


© Copyright 2008-2020, Jaffe Associates

ARTICLE BY Evyan O’Keefe at Jaffe PR.
For more on law firm business, see the National Law Review Law Office Management section.

Keeping Eyes Wide Open When New Members Join the Pack: A Cautious Approach to the Addition of New Business Partners

There are many reasons for business owners to consider adding new partners, including to secure additional capital, to add needed expertise to help grow the company, to bring family members or close friends to join in building the business and to put a succession plan in place. Adding new partners can, therefore, provide a boost to the company’s revenues, lighten the load carried by the founder, and put the business on course for long-term success.  But this decision is not without risk because the new business partners may create conflicts, disrupt the business and insist on making changes that put the company’s existence in peril.

If after carefully weighing the pros and cons, business owners decide to move forward in adding new partners, this post reviews important steps they can take to protect themselves and the business from the decisions and actions of these new stakeholders in the company.

Equity Ownership Can Be Conditional or Subject to Cancellation

One protective step business owners can take when adding a new partner is to make the addition of a new partner’s conditional or subject to cancellation. This approach permits the owner to wait to grant the ownership interest in the company to the new partner until he or she has met specified business goals by a certain date or to cancel the grant of equity to the new partner if the specific goals have not been achieved by the agreed date.

The addition of a new business partner is conditional when the partner does not receive equity in the business until the prescribed business goals are met. For example, if a new partner is tasked with generating new investments or growing sales for the business, the partner will not receive any equity in the company unless these business targets are met by the stated date. This conditional arrangement prevents a potential new partner from becoming an owner if he or she has failed to deliver on important goals right from the outset.

Under a cancellation arrangement, the new partner may receive equity in the company initially, but the grant of this ownership stake is subject to being cancelled if the set goals are not met. Using the example above, if the new business partner is tasked with raising funds or with increasing sales for the company and cannot meet these goals by a specific date, the equity grant will be cancelled automatically or it can be made subject to cancellation. In the latter case, the business owner has discretion to extend the time for the new partner to meet the specified goals.

The use of a conditional or “cancelable” approach to adding a new business partner gives the business owner an “out clause.” These are contract rights that authorize the business owner to avoid adding a new partner who has failed to meet clear and defined expectations.

Securing a Buy-Sell Agreement Is Essential

We have written frequently about the importance of a Buy-Sell Agreement, which gives the business owner the right to redeem the ownership interest of a new partner.  This is a key provision to permit the majority owner to exercise rights to remove an investor as an owner of the business who has become disruptive or even adversarial.  Absent a Buy-Sell Agreement, a business owner may be “stuck” with a minority investor who cannot be removed, and who is demanding access to financial records and who may also assert claims against the owner for alleged breaches of fiduciary duty.

To avoid this situation, business owners should secure a Buy-Sell Agreement with all of their new partners at the time they become owners in the company.  The specific terms and the issues associated with Buy-Sell Agreements have been discussed in previous posts [here] and [here].

Consider Confidentiality Provisions and Restrictive Covenants

New business partners may not be employed by the company, but they will likely receive access to the company’s trade secrets and other business sensitive information. For this reason, all new business partners should be requested to sign confidentiality agreements to protect all of the company’s confidential information. This confidentiality agreement should be in force, of course, while partners have an ownership stake, as well as for at least some period of time after they no longer hold any interest in the business.  A majority owner will not want to be forced to compete with former business partners who are using the company’s confidential information immediately after they sever ties with the company.

For this reason—avoiding competition with former business partners—majority owners may want to require their new business partners to also agree to non-competition and non-solicitation agreements as a condition of becoming new owners of the company. These may not be multi-year agreements, but it is not unreasonable for a majority owner to require former partners not to engage in competition for a period of 12-18 months after departing as owners of the company. A non-compete agreement may not be warranted if the new partner will be holding only a small stake of less than 10% of the company. But for partners who receive a substantial ownership stake in the business, the majority owner will want to consider requesting some type of non-compete and non-solicitation agreement with these partners.

Allow Competition by Owners

As a final note, Texas law permits the duty of care to be eliminated as fiduciary duty by officers, directors and managers and that duty should therefore be removed from the company’s governance documents.  Texas law does not permit company owners, however, to eliminate the fiduciary duty of loyalty owed by governing persons, but the owners can agree that each of them are permitted to engage in competition with the business and they can agree that certain officers or managers are not required to devote full-time efforts to the business. Therefore, if a business owner wants the freedom not to work full-time for the company and/or the owner is engaging in activities that may be seen as competitive by other company owners, the company’s governance documents should expressly provide for the majority owner to have this type of flexibility.

Conclusion

A majority owner’s decision to add new business partners to the company can rejuvenate the business by providing financial capital, critical new vision, and helpful support. But these new business partners may also challenge the owner and create disruptive conflicts that harm the company and its prospects.  Business owners should therefore be cautious when they decide to add new partners, and the addition of these new owners should be structured in ways that will ensure that the business remains successful.  If things do not work out, as a last resort, the Buy-Sell Agreement that the majority owner should obtain from all new partners will enable the owner to exercise redemption rights to remove these new partners from the business when their presence threatens the company’s continued existence.


© 2020 Winstead PC.

For more on business partner considerations, see the National Law Review Corporate and Business Organizations law section.

How to Build a Legal Blog from the Ground Up

Blogging is one of the most straightforward ways to share your legal expertise, strengthen your reputation amongst peers and potential clients, and become a valuable resource to your community. Once you know basic SEO principles and have a writing schedule that you stick to, it can be fairly simple. You already have the expertise. Now, learn how to share it by creating an engaging, educational, and helpful legal blog.

Before All Else, Know Your Law Firm’s Target Market

Being an expert in your area of practice is one thing; effectively sharing that knowledge with your target market is another. One issue that legal professionals run into while blogging is failing to write to their audience. When writing to non-lawyers, avoid using legal language that lay people do not understand, cite sources in a way that does not interrupt the flow of your writing, and avoid an overly formal tone.

You already know who your target market is: your clients and potential referral sources. If your goal is to connect better with potential clients, write in a way that appeals to their needs and is easily readable. It is easy to write about complex, multifaceted issues in a technical and legally accurate manner, but it is an art form to write about those same topics in a way that a person with no legal background can digest.

If your target market is lawyers—as is the case when you rely primarily on other attorneys for referrals—feel free to write in a way that connects with other attorneys. Still, avoid jargon and make sure that your work is clear and concise, as unnecessary “filler” bogs down your writing and can lose readers.

Regardless of who you are marketing your blog to, make sure that your tone matches your branding as well as your intended audience. If you are not writing in a way that connects with your audience, the time you put into your blog will not pay off.

Top SEO Tips for Law Firm Blogs

Knowing just a handful of common SEO tricks and techniques is enough to get you started. As you expand your legal blog and spend more time using it as a marketing tool, you may wish to invest in marketing services that allow you to expand your reach. To begin, use these techniques in your writing:

Diversify Your Law Firm Blog Posts

This is a tough balance to strike. You want to be narrow enough that people know what type of topics to expect every time they visit your blog, but you also want to be diverse enough that people do not get bored. Mix up your content between evergreen topics and trending topics. Articles that are not contingent on timely topics bring in readers over years, while trending topics can bring big boosts of readers as they are relevant to current events. Both are necessary to maintain high traffic and get new eyes on your website.

In addition, consider diversifying blog post lengths. Data from HubSpot indicates that long-form posts perform best, with the target range being around 2,000 words. Still, if 200, 500, or 1000 words will suffice, padding it out to 2,000 words is a waste of your readers’ time. What this does mean is that you should spend considerable time crafting in-depth posts that answer questions and offer clear value to readers. The shorter posts can also be helpful when the point is clear and they are meant to be quickly read through.

Make Law Firm Blog Posts Engaging and Attractive

No one clicks on a blog post and wants to be hit with a wall of text. There are many ways you can make your posts easy to digest, attractive, and welcoming. Make use of subheadings and bold text within your posts, which not only break up your information, but signal important key topics to search robots. White space through paragraph breaks is a great way to increase readability of longer posts.

In addition, posts with relevant images get 94% more views than those without images. To avoid copyright issues, use royalty-free image sources like:

You can also create or commission infographics that sum up the main points of your post into an easy-to-share format.

The Power of Consistent Action

When you commit to blogging, commit fully with a realistic schedule. When lawyers begin blogs, they often plan on posting whenever their schedule allows. Unfortunately, this often translates into occasional posts or an empty blog. A blog that has not been updated for weeks or months tells potential clients that you may not be active, that you may be too busy for new clients, and that you may not even be in business anymore. By creating a consistent blog schedule, you can get into the habit of producing high-quality content and steadily increasing your readership each week.

Your legal blog could help you reach an entire new audience. From new professional connections to new clients, the benefits of a legal blog are endless.


© 2020 Denver Legal Marketing LLC\

For more on legal marketing, see the National Law Review Law Office Management section.

Wage the Battle to Win the War: Expert Challenges at Class Certification [PANEL]

Please join MoginRubin partner Jennifer Oliver in Chicago on September 24th as she joins other prominent legal and economic advisors as a panelist at McDermott Will & Emery’s “Wage the Battle to Win the War: Expert Challenges at Class Certification.” The discussion will focus on the panelists’ analysis of the current legal and economic state of class certification. Titled “Wage the Battle to Win the War: Expert Challenges at Class Certification,” Jennifer will be joined by fellow panelists from McDermott Will & Emery, Berkeley Research Group, LLC, and NERA Economic Consulting. 

Certifying an antitrust class under Rule 23 has become a battle. In the last 20 years, courts have been changing the game around Rule 23 interpretation, and rigorous analysis at class certification has made briefing voluminous and expensive. Plaintiffs and defendants have had to respond accordingly by leveraging the legal tools at their disposal, wondering if there is a way to get out of the trenches and streamline the process.

On September 24, join us in Chicago for a panel discussion on the state of class certification. Seasoned legal and economic advisors will first analyze the various legal maneuvers that have caused class certification to evolve into the lengthy and expensive process we see now. They will then discuss how courts can curtail this trend in various ways, including by giving Daubert motions due consideration at class certification—a move that would pave the way for cases to be resolved early if granted, by considering the denial of those motions a route to fast-track expert issues to trial, or by dialing back and bringing the class certification process closer to its procedural roots.

Our agenda includes insights and recommendations on the following topics:

  • Definition of “rigorous analysis”
  • Daubert motions and how they can be used to streamline litigation
  • Recent class certification opinions to see how courts are applying rigorous analysis and reacting to Daubert motions at the class certification stage
  • How to work within litigation realities to curb the time, money and effort expended in an antitrust class action

Speakers:

Jennifer Oliver, Partner at MoginRubin LLP

Katharine O’Connor, Partner at McDermott Will & Emery

Michelle Lowery, Partner at McDermott Will & Emery

Dr. Shireen Meer, Associate Director at Berkeley Research Group, LLC

Dr. Lauren Stiroh, Managing Director & Chair, Antitrust & Competition Practice at NERA Economic Consulting

For more upcoming legal events, see the National Law Review Upcoming Legal Education Events page.

Mid-Year Marketing Check-up for Law Firms: The 7 Most Important Metrics

July 2 marks the halfway point of the year, and for many law firms, that means it is time to reflect on their business growth strategies and plan ahead for end of the year client gifts. Successful attorneys know that marketing is a huge part of the effectiveness of these initiatives. It takes careful evaluation of your marketing tools, campaigns, and overall law firm goals in order to make the second half of the year stretch the boundaries of what your firm is capable of.

Although marketing looks a little different for business to consumer practices and business to business practices, here are some tips that will work for everyone. You can rely on these seven areas to reflect on as you develop a solid, data-based marketing plan for Q3 and Q4 for your law firm:

  1. Growth Metrics and Reconfiguring

The very first item on your list is to sit down and dig deep into the numbers. Take a look at your analytics from all your marketing sources (both paid and unpaid). Review your web traffic and get a good handle on where you are getting the bulk of your online visitors from. Review your paid retargeting campaigns and see which web pages are scoring highest for returning visitors. Evaluate the leads you received from offline sources like conferences, networking events, and print advertising.

For each of your offline and online sources, create an estimate of how much the current and future business is worth. This exercise will ensure that you are being conscious of how your marketing dollars are being spent and will give you a data-driven course of action when it comes to what should be invested in more and what can be cut.

  1. Content Marketing Evaluation

Halfway through the year is a good time to stop and reflect on your content marketing plan’s performance. This includes digital, print, image, and video content that you are developing in-house. Review the top pieces of content that you generated with all stakeholders discussing the following:

  • Why did this piece of content work for our law firm?
  • What kinds of interaction did it receive and from whom? (Shares, likes, comments, clicks to website)
  • What targeted industries or demographic groups do we want to reach that we are not currently reaching?
  • Is our current content producer (writer, video producer, editor, etc.) the appropriate fit for the content our law firm is producing?
  • What is missing from our law firm’s content marketing campaigns?
  • What are the steps for filling these gaps?
  • What could we cut?

Answering these questions is a good start to ensuring that your content marketing dollars are getting the best return on investment. In addition, this is a good time to take a look at the upcoming months and plan out the types of content that your law firm will be producing before the end of the year.

  1. Client Appreciation Strategy

The end of the year is just six months away, which means that you need to begin thinking about how you will honor the people who have helped you be successful this year. This might be something as simple as sending out holiday greeting cards, or something as elaborate as an honorary black-tie dinner. Whatever you choose to do, make sure that you include it in your half-year review so that you can appropriately budget the time and talent to make it happen for your clients and referral sources around the holidays.

  1. Online Reputation Management

When things are busy, it is easy to let things like online biographies and photographs remain untouched and slide into antiquity. Unfortunately, most people looking for your services will look online first before they make a call. Outdated biographies may under-represent your skills or hold inaccurate contact information, making it hard for referrals to ever find you.

Old photographs can be even more detrimental. A great headshot is often the lynchpin deciding whether or not a potential client feels that you are trustworthy, dedicated, and approachable. People seeking legal representation often are looking for the person they see online to match what the person looks like in real life.

At the year’s halfway point, it is time to take an hour or so and ensure that you are accurately represented to the hundreds of people who will come into contact with your online profiles.

  1. Award Calendar Updates

Awards and honors are continuing reminders of your law firm’s status as among the best in your field. As such, the mid-year mark is a good time to both reflect on the awards your team earned so far and make a strategy for how to continue the pattern of success.

To ensure the best chance of earning further accolades, I suggest creating or updating an editorial calendar spreadsheet designed to track: a) potential awards; b) due dates for those awards; c) submissions created; d) submissions approved; and, e) submissions sent.

Of course, you do not have to write every award submission or nomination yourself. But creating a plan to capture the “low-hanging fruit” of awards you easily fit the qualifications for is an important step to take at least twice per year.

  1. Social Media Review

Similarly, it is wise to consider the social media channels that you will be planning on using for the next half of the year and develop a plan for those posts in advance. This plan should begin with the large-picture metrics and reconfiguring that I spoke of earlier. Then, once you can see which posts have been effective, it is time to devise additional content that builds on your knowledge of what is working.

Some key things to consider when you are reviewing and planning for the upcoming months’ social media campaigns:

  • Stock photography. Will you need to have images purchased, or can you take pictures in-house to assist with the need for pictures?
  • Special dates or celebrations. Can you create a specialized graphic for National Child Safety Awareness Month? What is your plan for honoring the Fourth of July? How about Thanksgiving? Take a minute to put these things on your content calendar so you have more than enough time to plan how you will address these special occasions.
  • Writing/production schedules. Are there any large-scale videos or specialized pieces of content that will need to be produced (such as a white-paper or e-book)? Give yourself at least a few months notice so that you can get all the involved parties moving together towards the same goals, vision, and deadline.
  1. Website Updates and Audit

At least twice a year, it is a good idea to do a full audit of the functionality and safety of your website. Ensure that your links are in working order, your content management system (CMS) is up-to-date with the latest security protocols, and all of your online content (including attorney biographies) is up-to-date and in working order.

In order to make the second half of the year as good, or better, than the first, it is vital to take stock at this half-way mark. Through careful reflection, collaboration with your colleagues and marketing stakeholders, and foresight into what the future holds, this can be a great time to refresh and rejuvenate your marketing plan.

© 2019 Denver Legal Marketing LLC
For more on Legal Marketing see the National Law Review Business of Law page.

Congratulations to the Legal Sales and Service Organization Winners of 2019 Sales and Service Awards

Last week the Legal Sales and Service Organization announced the 2019 winners Sales & Service Award Winners.  The awards were presented by John Hellerman at the 16th Annual RainDance conference.  Winners were recognized in three categories:

  • Sales & Service Sales Team of the Year
  • Sales & Service Executive of the Year (small firm)
  • Sales & Service Executive of the Year (large firm)

The panel of judges included Erica Glass, Director of Global Corporate Communications and Wolters Kluwer, Chris Hummel, Director of Marketing and Business Development at Banner Witcoff and Samantha McKenna, LinkedIn Sales Navigator.  The judges looked to recognize sales, business development, and marketing professionals who spearheaded initiatives that contributed to revenue growth in law firms in 2018.

LSSO Award Barnes Thornburg

Barnes & Thornburg was named the Sales & Service Team of the Year, recognized for their “Marketing Blitz 1.0.”  In this initiative, the four-person team of Gretchen Helms, Business Development Manager, Karen Smith, Director of Communications, Susan Haag, Director of Marketing Services and Gwen Ragno, Digital Marketing Manager hit the road, visiting each of the firm’s offices to provide attorneys with training.  Topics included new approaches to business development and showcased the capabilities of the department.  The initiative was such a success, Marketing Blitz 2.0 is in the works.

 

LSSO Executive of YearBrandi Hobbs, the Director of Client Service & Strategy at Poyner Spruill was named the Sales & Service Executive of the Year in the small firm category. Poyner Spruill is a 93-attorney firm based in North Carolina, and Hobbs spearheaded a program to set strategic marketing and business development choices by focusing on “Clients as Advocates.”  Throughout the year, Hobbs developed new approaches to training and increasing efficiency in the firm, with a focus on client service and learning client’s businesses to deepen relationships.

 

LSSO Executive of the Year McGuire WoodsChristian Berger, Senior Advisor of Strategic Business Development at McGuire Woods was named the Sales & Service Executive of the Year for a large firm.  Over the past year, Berger has originated or co-originated more than 75 new client relationships and participated in more than 160 first pitch meetings.  Additionally, Berger has worked with attorneys to coach them on their own Business Development efforts, and Joe Cave, Chief Marketing and Business Development Officer says his impact on the firm is “nothing short of remarkable.”

Congratulations to all on their accomplishments!

Read more on the Business of Law on our Law Office Management Page.