8 Asian American Attorneys Who Shaped the History of the United States

Asian Americans are the fastest-growing racial or ethnic group in the United States according to a recent analysis by Pew Research Center. In celebration of May as Asian American and Pacific Islander (AAPI) Heritage Month, we wanted to showcase eight Asian American attorneys who shaped the nation and paved the way for justice and civil rights of those who came after them.

8 Asian American Attorneys Who Made U.S. History

  • Hong Yen Chang
  • Dalip Singh Saund
  • Hiram Fong
  • Minoru Yasui
  • Herbert Choy
  • Patsy Mink
  • Dale Minami
  • Kamala Harris

1. Hong Yen Chang (1859-1926)

 

 

 

Hong Yen Chang was born in 1859 in Guangdong, China and was one of 120 students that were selected to study in the United States through the Chinese Educational Mission in 1872. He became the first Chinese American lawyer in the U.S. in 1888, but not without facing racism and countless rejections.

He had strong recommendations for bar admission after graduating with honors from Columbia Law School in 1886, but was denied because the Chinese Exclusion Act prevented him from gaining U.S. citizenship. Although Chang was already naturalized in 1887, the New York Supreme Court deemed it invalid but later passed a law to allow him to apply to the bar again. When he moved to California, he was rejected from the Bar as the state Supreme Court ruled the naturalization certificate issued by New York as invalid. Chang was never able to practice law in California but instead established a career in foreign policy. After petitions, he was posthumously granted admission to the California State Bar in 2015.

2. Dalip Singh Saund (1899-1973)

 

 

 

Dalip Singh Saund was born in Punjab, India in 1899 and immigrated to the United States through Ellis Island to study agriculture and mathematics. He became heavily involved in the movement for immigrants of South Asian descent to become naturalized U.S. citizens. This led to Congress passing the Luce-Celler Act of 1946 which allowed more South East Asians to immigrate to the U.S. each year, and allowed them to become naturalized U.S. citizens. After he became a naturalized U.S. citizen in 1949, he ran for election as local judgeship and won the post. In 1955, he ran for a seat in the House of Representatives and became the first Asian American, the Indian American, and the first Sikh American to be elected to Congress and was re-elected twice.

3. Hiram Fong (1906-2004)

 

 

 

Born in 1906, Hiram Fong was born in Honolulu, Hawaii, and was one of eleven children. His family had immigrated from China in 1872 to work on sugar plantations in Hawaii. He obtained his law degree from Harvard Law School in 1935 and during World War II, served as a major Judge Advocate in the US Army Air Force. When Hawaii achieved statehood in 1959, Fong ran for office and became the first Asian American U.S. Senator, serving from 1959 to 1977, and the first Asian American to receive delegate votes for his party to be nominated for President of the United States.

4. Minoru Yasui (1916-1986)

 

 

 

Minoru Yasui was born in Oregon and was one of the few Japanese Americans who fought the unfair laws targeting Japanese Americans and immigrants after the Pearl Harbor attacks. He earned his law degree at the University of Oregon where he was also a member of the U.S. Army Reserve Officer Training Corps (ROTC) program, and passed the bar in 1939. After the attack on Pearl Harbor, Yasui attempted to report for duty to serve in the military but was continuously denied and was later arrested by the FBI as an enemy alien.

In 1942, he opened a private law practice in Portland to help Japanese Americans that were being displaced due to Executive Order 9066, which imposed curfews, travel bans, and the Japanese American internment camps during World War II. Yasui deliberately broke curfews and refused to evacuate his home to be sent to an internment camp, so he was sentenced to a year in prison. He was deemed as not a U.S. citizen by the judge but was later rightfully recognized as a U.S. citizen and was moved to an internment camp. He was released in 1944 and practiced law in Colorado, later becoming involved in community relations and fought for reparations.

5. Herbert Choy (1916-2004)

 

 

 

Herbert Choy was the first Asian American and Hawaiian native to serve as a federal judge and the first Korean American lawyer admitted to the bar. He established a private law practice in his home state of Hawaii with Hiram Fong, served as Attorney General for Hawaii, and was later nominated to the U.S. Court of Appeals for the Ninth Circuit in 1971. He served on the Ninth Circuit court until 2004 when he passed away.

6. Patsy Mink (1927-2002)

 

 

 

As a third-generation Japanese American, Patsy Mink grew up in Hawaii and graduated from the University of Chicago Law School in 1948. She faced sexism when she was refused the right to take the bar exam in Hawaii, due to losing her Hawaiian territorial residency when she got married. She challenged the statute and was able to pass the bar but was rejected from jobs because she was married and had a child, so she started her own practice in 1953. She made waves challenging discriminatory laws and became the first woman of color and the first Asian American woman elected into Congress when she won a seat in 1964. She served for 12 terms and later ran for the 1972 presidential election, making her the first East Asian American woman to seek a presidential nomination.

7. Dale Minami (1946-)

 

 

 

Dale Minami fights for the civil rights of Asian Pacific Americans in many of his cases. He led the reopening of the case of Korematsu v. United States in the early 1980s which helped overturn Fred Korematsu’s criminal conviction 40 years after the case closed. Korematsu had been criminally convicted for refusing to move to a Japanese American internment camp during World War II. Minami received several awards including the ABA’s Thurgood Marshall and Spirit of Excellence Awards.

8. Kamala Harris (1964-)

 

 

 

Kamala Harris made history when she was elected in 2020 as the first female U.S. Vice President, and the first Asian American and first African American vice president. Prior to becoming the 49th vice president of the United States, Harris served as the District Attorney of San Francisco from 2004 to 2011. Harris is the first woman, the first African American, and the first South Asian American to serve as Attorney General of California in 2010 before serving as Senator in 2016.

Recognizing Asian American and Pacific Islander Attorneys

The Asian American experience is truly a diverse and nuanced one as shown from the background of just these eight influential attorneys in U.S. history. During this Asian American and Pacific Islander Heritage Month, we should all learn from the rich history of America.

© Copyright 2021 PracticePanther


For more articles on the legal industry, visit the NLR Law Office Management section.

Law Firms are Switching to the Cloud. Here’s Why

Cloud computing has become ubiquitous in modern society, but law firms have been slower than most in adopting the technology. Recently, however, law firms switching from on-site data management to the cloud has become the norm due to rapid advancements in cybersecurity, increasing client demand, and the appeal of improving efficiency while cutting costs.

So, what are the most common reasons why cloud computing is still so controversial among legal professionals, and what has caused the industry shift toward cloud migration?

Cloud Computing and Confidentiality

One of the driving forces that used to keep many law firms from using cloud servers is client confidentiality. When practicing law, attorney-client privilege is essential and cannot be taken lightly. Even today, concerns about confidentiality and ethics are the main reasons why cloud computing can be a contentious subject among those in the legal industry.

In the early days of cloud-based systems, these issues were a valid reason to avoid outsourcing data storage to an off-site server. However, cybersecurity advancements have led to the cloud often being more secure than on-site servers. Small to medium sized law firms are particularly vulnerable to cyber attacks since they often don’t have the infrastructure or expertise to keep their servers secure. Even with a secure firewall, a Wi-Fi connection can leave information and files vulnerable to a data breach.

Cloud services offer end-to-end encryption, backup servers, teams of expert IT professionals, and physical safety measures, such as securely locked rooms with top-of-the-line camera systems and 24/7 monitoring. These procedures are impossible for law firms to enact at a lower cost than outsourcing.

Cloud-Based Law Practice Management Software is Efficient

The benefits of being able to integrate and automate systems is one of the greatest advantages to companies using cloud technologies. Time consuming and tedious tasks such as scheduling, billing, invoicing, file management, and the creation of legal documents are all streamlined on the cloud.

With a low barrier of entry and the ability to access their important information whenever and wherever they need it, many legal teams that were hesitant to make the switch are now migrating over to cloud-based systems, as Zoom meetings and online court hearings have become the norm.

Is the Cloud More Reliable than In-House Systems?

While it has been a long-standing belief that in-house servers are more reliable and secure than cloud systems, this is no longer the case. Cloud servers offer redundancy that is unmatched by internal servers, since the cloud is able to utilize a secondary server if the primary system should fail. This leads to less downtime and a much lower risk of losing files to equipment error, damage, or a data breach.

It is also common to forget to create local server backups, leaving law firms vulnerable to data loss. Cloud systems are able to continually sync and update, so companies don’t have to worry about being able to access files or documents.

Cloud Technology Saves Money

While efficiency is important, at the end of the day, companies are trying to improve their bottom line. Cloud technology saves law firms money by allowing them to increase efficiency while eliminating the high cost of local data storage and maintenance. Not only that, but they are able to budget better by avoiding unexpected costs, which are inevitable when dealing with aging hardware.

Another significant cost-saving feature of cloud-based law practice management software is the ability to scale. When data is kept on site, scalability is considerably more expensive (and difficult). Law firms using cloud technology are able to grow without updating or adding equipment, software, IT staff, or other expenses associated with keeping data management in-house. Being able to focus on the growth of the business and having predictable, consistent data management costs is a notable advantage when scaling.

Despite the obvious benefits, many law firms are still reluctant to take the plunge into the cloud. Some of the common reasons why include:

Unpleasant Past Experiences

Whether a law firm was an early adopter of cloud technology, or recently had a poor experience with a particular cloud service, unpleasant transitions can sour an entire legal team against the idea of cloud technology altogether. Since there have been remarkable advancements in cloud computing recently, past exposure to cloud services shouldn’t be considered representative of how most cloud servers operate.

Difficult Migrations

One of the most common complaints law firms have when attempting to switch over to cloud-based technology is a difficult migration process. It’s important for companies to check reviews and find out more about what’s required to import their data to the cloud before committing to a cloud computing service.

Security Concerns

Due to the added scrutiny and obligations regarding confidentiality that legal teams are required to abide by, security concerns persist as an important reason why some law firms remain dubious about using cloud technology. However, modern cloud computing services typically offer considerably more secure data storage options than what law firms can provide in-house.

Control and Possession of Data

Some legal professionals feel as though migrating to the cloud means giving up control over their data and important documents because it gives them peace of mind to have their servers physically nearby. This kind of thought pattern inhibits growth by limiting their ability to scale; in reality they are not giving up control or possession of their data, they are simply moving it to a safer location that is easily accessible.

© Copyright 2021 PracticePanther


ARTICLE BY PracticePanther
For more articles on the legal industry, visit the NLR Law Office Management section.

Legal Marketing Campaign Measurement and Analytics: Part 8 Good2bSocial Academy

Previously, we covered module seven of Good2bSocial’s digital marketing certificationemail marketing for law firms. This week, we’re diving into the final module of the course, law firm readership analytics. Good2bSocial’s Digital Marketing Certification provides legal marketers with a framework for understanding digital technologies in the context of marketing and business development for law firms and helps law firms’ assess the baseline knowledge of their staff or potential hires. The course features webinars, articles and videos on key legal marketing topics, including how to measure law firm website analytics.

To prove that legal marketing efforts and the law firm’s investment are paying off, marketing professionals should be tracking various metrics. By checking these metrics regularly, marketers will be able to determine which promotional strategies are most effective, and will have a better idea of how to refine various practices in the future.

Given the numerous ways that law firms can track analytics, it’s difficult to determine how to measure results and determine if the numbers are bad or good. Key metrics law firms should be tracking include total visits, acquisition channels, bounce rates and, most importantly, projected return on investment (ROI).

How to Track Law Firm Readership Analytics

Total visits, sessions and acquisition channels are a few examples of readership analytics for law firms to track. Total visits is a popular metric for law firms to track if they’re looking to get as many views of their thought leadership content as possible.

Readership trends to be on the lookout for include a sudden drop from week to week or a slow decline. Sudden changes may indicate that there may be a technical issue with a page, whereas a slow decline may show that the content needs to be tweaked to fit the law firm’s  target audience better.

Why are New Sessions Important?

New sessions show how many people are returning visitors or are coming to the website for the first time. Tracking new sessions provides an opportunity for legal marketers to determine their goals going forward.

If the firm is looking to improve content and create leads, return visitors are important. If firms are looking to attract new clients, they should be tracking how many new visitors they’ve been getting.

What are Acquisition Channels?

Acquisition channels are how visitors found the site’s content. The specific channels law firms should be tracking include:

  •  Direct visitors – These are people who found the site through putting the URL into their browser.
  •  Referral visitors – These visitors found the content through clicking a link from another web site or source.
  •  Social media visitors – Tracking this metric shows how many visitors found the content through links on social media sites.
  •  Organic search visitors – These visitors found the content through clicking a link on a search results page.
  • Paid search visitors – These are website visitors obtained through an ad campaign.

These different channels show the success of a law firm’s search engine optimization efforts (SEO), newsletter, and social media performance, allowing legal marketers to adjust their strategy to suit their goals.

Another thing legal marketers should pay attention to is bounce rate. The bounce rate is the percentage of site visitors who visit the site but leave without viewing another page. To lower bounce rate, try adding internal links on pages, posts and sidebars and improving navigation on the site to encourage visitors to visit multiple pages.

Leading Law Firm Web Analytics Tools

The most effective way to obtain analytics is through third party tools. There are a variety of options for legal marketers to use to help measure what is working and what isn’t in marketing campaigns. Here are a few of the most popular options:

1. Google Analytics –  Perhaps the most popular analytics tool, Google’s analytics platform provides a wealth of information useful for legal marketers, including reader behavior and page behavior.

2. SEMRush – SEMRush helps legal marketers understand and manage SEO, social media and paid traffic. It also provides information on keywords and market research.

3. Clicky – Unlike Google Analytics’ Realtime reports which are based on the last 30 minutes of event data, Clicky provides analytics in real time, which allows legal marketers to track trends in readership on an hourly standpoint. This can be helpful if firms are tracking traffic after an event, such as a webinar or conference.

4. Crazy Egg – An analytics tool from KISSmetrics co-owner Neil Patel, Crazy Egg offers tools such as readership heat maps, where visitors clicked on pages, how far users are scrolling on pages and the number of clicks.

While Google Analytics is the most popular option, the other options provide different capabilities that can compliment Google Analytics and help paint a more complete picture of how a law firm’s marketing efforts are performing.

Converting Law Firm Leads as a Measurement of Marketing Success

“Conversions,” or the number of leads that complete an action on a site, are a reflection of how well legal marketing efforts are paying off on a website.

Examples of successful conversions include adding an email address to a mailing list, scheduling an appointment for a consultation or registering for a webinar. If legal marketers want to determine how well their marketing campaigns are doing, tracking what is driving the conversion rate is one way to track what’s working and what’s not.

There are a few different kinds of conversion rates for legal marketers to track. The first place to start is the total conversion rate for a campaign. The higher the total conversion rate, the more successful a campaign is. To calculate the total conversion rate, define a time period and divide the total number of website visitors who have completed an action.

Next, campaign level conversions highlight the level of success of specific marketing campaigns. This metric can be measured through setting up a specific tracking mechanism, which can track individual traffic sources such as LinkedIn, Facebook, Twitter and Google. UTM tracking codes are a way to track specific campaigns. Fyi, UTM stands for Urchin tracking module. They’re snippets of code — attached to the end of a URL used to measure the effectiveness of a digital campaign.

Determining Return on Investment and Client Value

Determining return on investment is another way to gauge the success of law firm marketing campaigns. To do this, legal marketers should compare the money the firm is spending over time with the expected value of the new clients and return business the firm gains over the course of the campaign. Another facet of determining return on investment is client value. This is calculated by determining the amount of money earned from each client over the course of the relationship with the client.

After reviewing analytics and readership metrics, legal marketers should calculate cost per lead and client to determine which marketing channels are giving the firm best value for money. To calculate cost per lead, divide the cost of the marketing campaign by the total number of leads generated by the campaign.

Evaluating ROI and determining client value helps paint a more accurate picture of which legal marketing strategies work best, and how to improve moving forward.

Takeaways for Law Firms Tracking Analytics

By tracking metrics such as return on investment, lead conversion and web traffic, legal marketers are able to better understand what marketing activities work best, and which ones don’t. Understanding analytics helps provide an idea of how to refine legal marketing efforts in the future to generate more leads. Good2bSocial’s Measurement and Analytics course gives legal marketers a good foundation for success. To learn more about the Good2bSocial Academy and the law firm focused topics covered please click here.

To Read Part 1 Good2bSocial Digital Academy for Law Firms — Inbound Marketing and Client Journey Mapping, click here.

To read Part 2 Good2bSocial Digital Academy — Content Marketing Strategy for Law Firms, click here.

To read Part 3 Good2bSocial Digital Academy — Developing a Successful Social Media Strategy for Law Firms, click here

To read Part 4 Good2bSocial Digital Academy — Paid Social Media Advertising Campaigns for Law Firms, click here

To read Part 5 Good2bSocial Digital Academy — Search Engine Optimization for Law Firms, click here.

To read Part 6 Good2bSocial Digital Academy — Paid Search Advertising for Law Firms, click here.

To read Part 7  Good2bSocial Digital Academy — Email Marketing for Law Firms, click here

Copyright ©2021 National Law Forum, LLC
For more articles on legal marketing, visit the NLRLaw Office Management section.

The Latest Legal Industry News: Attorney Promotions, Law Firm Innovation & Firm Recognition

Welcome back to another edition of our legal and consulting industry news column. Below, we discuss the latest attorney promotions, lawyer recognition and law firm innovation. Keep reading for all the latest news:

Attorney Hires and Promotions

Peter W. Thomas was elected the new President and Managing Partner of Powers Pyles Sutter & Verville P.C., effective April 1, 2021.  Mr. Thomas succeeds Jim Jorling, who held the position since 2016.

Mr. Thomas joined Powers in 1991 and has been a Principal in the firm since 1996. Mr. Thomas focuses his practice on disability and rehabilitation policy, Medicare coverage and reimbursement and other areas of healthcare policy.

Matthew A. Rossi joined Vedder Price as a Shareholder in their Government Investigations & White Collar defense group. Mr. Rossi previously served as Assistant Chief Litigation Counsel in the Securities and Exchange Commission’s (SEC) Enforcement Division, where he primarily investigated and litigated violations of the federal securities laws by investment advisers, broker-dealers, large financial institutions and others. Mr. Rossi also served as Senior Counsel in the SEC’s Asset Management Unit, a specialized unit within the Enforcement Division that investigates misconduct by investment advisers, private funds and registered investment companies.

“Matt’s outstanding experience and credentials, in particular at the SEC’s home office in the Asset Management Unit and as Assistant Chief Litigation Counsel, are a great fit for our practice,” said Junaid A. Zubairi, Chair of the firm’s Government Investigations & White Collar Defense group.

Alison P. Snyder joined Romer Debbas LLP as an associate, supporting the residential real estate practice. Ms. Snyder specializes in assisting buyers, sellers and lending institutions involved in residential real estate transactions. She also has experience in pre-contract due diligence, including the review of offering plans, financial statements, and co-op/condo board minutes.

Scott W. MacCormack was confirmed as Davis Wright Tremaine’s new managing partner, who will begin his new position this summer. Mr. MacCormack, who joined the firm in 2008, served on the Executive Committee for six years,  also chaired the firm’s Compensation Committee, and served as co-chair of the firm’s energy practice.

“Scott is committed to executing our strategic plan to drive growth, building on our commitment to foster a more diverse, equitable, and inclusive environment, and strengthening the firm’s culture as we evolve how we work post-pandemic,” said Jeffrey P. Gray, who was the former managing partner. “He is an excellent choice to maintain the firm’s success and continue to grow it.”

Attorney and Law Firm Recognition

Fourteen Gilbert attorneys were recognized on the 2020 Capital Pro Bono Honor Roll, which represents nearly half of the attorneys at the firm. The 2020 Capital Pro Bono Honor Roll highlights attorneys in Washington, D.C. who have contributed 50 hours or more of pro bono work to those who cannot afford legal counsel.

Chief Judge Anna Blackburne-Rigsby of the District of Columbia Court of Appeals and Chief Judge Anita Josey-Herring of the Superior Court of the District of Columbia said of the winners, “we salute you for using your talents and expertise to help those unable to afford an attorney.”

All attorneys and employees at Gilbert participate in public service activities, including substantial pro bono legal work, including participation in and support of public interest organizations, community initiatives, and local educational and charitable activities. The firm makes itself available to individuals and organizations who need expert legal assistance in a wide variety of areas including immigration, family law, torts, civil rights, housing, special education, insurance, and asylum. The D.C. Chief Judges further noted that, due to the COVID-19 pandemic, they “saw even greater need for pro bono service in 2020.”

BTI Consulting ranked Barnes and Thornburg as No. 38 on its 2021 Client Service A-Team list, a 19-place climb from the firm’s previous ranking. Barnes and Thornburg ranked within the top 25 firms for categories such as “Deals with Unexpected Changes,” “Fielding the Absolute Best Team,” “Quality Products,” “Quickly Assessing Your Situation” and “Understands the Client’s Business.”

To determine what firms made the list, BTI Consulting conducted a survey of 350 top legal decision-makers at large organizations with $700 million or more in revenue. However, only 282 law firms were mentioned by name for the categories surveyed by legal decision makers.

Lex Machina, a LexisNexis company and a leading provider of Legal Analytics® to law firms and companies, recognized Perkins Coie as a leading firm for patent litigation defense in 2020 in its annual Patent Litigation Report. The firm ranked second for national law firms handling the most patent defense cases with 72 cases across 18 jurisdictions.

Perkins Coie also ranked as one of the top firms for petitioners in post-grant proceedings. Lex Machina develops the rankings by summarizing federal district court data from the past decade and post-grant data since the Patent Trial and Appeal Board’s (PTAB) inception in 2012. Lex Machina’s report also highlights the top patent litigation trends from the past year.

Law Firm Innovation and Development

The Wage & Hour Guide for Employers app from Epstein Becker Green (EBG) was recently updated to incorporate employment law changes for 2021. Over 46 states and / or localities had changes to their employment laws that were effective January 1, 2021, and the EBG app was updated to track those changes.  First released in February 2012, the app provides wage and hour information on a variety of employment law concerns, including:

  • Overtime exemptions
  • Minimum wages
  • Overtime
  • Meal periods
  • Rest periods
  • On-call time
  • Travel time
  • Tips

Information on new employment law changes is organized on the app and includes citations to statutes, regulations and guidelines.

Legal tech platform Joinder, incubated at Orrick Labs and helmed by former Orrick partner Don Keller, is now pursuing growth as an independent SaaS (Software as a Service) company.

Joinder facilitates corporate legal department and legal service provider collaboration by creating a single digital workspace for data storage, task management, communications and document management.

Orrick Labs was launched as a way to identify solutions for problems where there was no workable solution in the marketplace.  Mitch Zulkie, Orrick Chairman and CEO, says, “Joinder is the result of our client’s demands for more insight into their records and it is just that: a better platform for legal engagement, built by a team that understands how lawyers and legal departments work together.”

Copyright ©2021 National Law Forum, LLC


For more articles on the legal industry, visit the NLR Law Office Management section.

How to Develop a Content Marketing Strategy for a Law Firm

There are many avenues through which law firms can attract clients, but it’s no secret that the internet is one of the most powerful lead generation tools to date.

Law firms of all sizes use the internet to market their services, follow up with clients, and publish thought-provoking content.

With the help of the internet, law firms can now market themselves across a variety of channels. This is where content marketing comes in to assist firms in creating the right content for the right audience at the right time.

How can you use content marketing to grow your law firm? Read on for tips on how to create an effective, client-attracting content plan.

Why Content Marketing Matters for Law Firms

Content marketing is a type of law firm internet marketing strategy that involves creating and distributing informative, audience-focused content online with the goal of attracting website visitors and, hopefully, new clients. It can take on a variety of forms and serve a variety of objectives, but the main purpose is to help law firms draw in new clients online.

In fact, studies show that 65% of law firms spend the majority of their marketing dollars online, which indicates that today’s law firms see the value in and are taking advantage of online marketing.

A content marketing strategy can assist law firms in reaching more customers through valuable, relevant, and engaging content.

10 Steps to Creating a Law Firm Content Strategy

Legal content gets a bad rap for being “boring”, but it doesn’t have to be.

In fact, your clients are searching for information and this puts you in a great position to create content that helps them navigate the legal process with ease.

Below, we’ve outlined 10 steps to uncovering smart content ideas, distributing your content, and using content to attract new clients.

1. Identify Your Main Objective

Content can serve a variety of purposes – from attracting website visitors to increasing engagement on social media to growing your email list.

Before creating content, you should consider what your primary objective is so you’re prepared to create content that helps you accomplish this goal. Different types of content work to generate different results, so it’s worth identifying your main objective(s) from the very beginning.

With your content, are you trying to:

  • Attract website visitors?

  • Grow your email list?

  • Increase social media engagement?

  • Increase your law firm’s authority online?

  • Run a PR campaign?

  • Improve your search engine optimization (SEO)?

  • Turn visitors into leads?

  • Attract backlinks?

These are just a few of the many objectives you may have for your content. Consider these before creating your content marketing strategy so you’re sure to create the right kind of content to achieve your goals.

2. Research Keywords for SEO

If one of your objectives is to improve your law firm’s SEO, then you will want to research searchable keywords to use in your content.

This involves identifying keywords your target audience is searching for to find law firms like yours, or otherwise find information about the type of legal services you offer.

To do this, you can use keyword research tools like SEMRush.com or Ahrefs.com to find keywords to you on your web pages or in your blog posts.

Here’s how to do keyword research for your blog articles:

  1. Use keyword research tools to search for any terms you can think of that might describe the services you offer or some questions your target audience may have.

  2. Look at the search volume and competition score of these keywords to see if they are worth targeting on your site. The sweet spot is keywords that have high traffic volume but low competition.

  3. Use the “Related Keywords” function to find relevant keywords you might not have thought of during your original search.

  4. Make a list of the keywords you think make the most sense for your site and write out some potential blog post titles that relate to these keywords. For example, “how to file for divorce” could become “How to File for Divorce – X Steps” or “How to File for Divorce – Avoid Stress & Animosity”.

  5. Use your target keyword (for each post) throughout your content, paying special attention to your post’s title tag, meta description, and H1 and H2 headings.

3. Spy on Your Competitors’ Content

Sometimes you’ll find yourself a bit stumped on what content topics to tackle on your website. This is when it’s a good idea to scope out your competitors’ content strategies to see what keywords they are targeting and what content they’re posting on social media.

You can use the same keyword research tools as above (SEMRush and Ahrefs) to search for your competitors’ domain names and see what keywords they are ranking for. This can be a great way to find keywords you should be targeting on your own site.

Not all content needs to serve an SEO purpose, however. If you see your competitors posting thought-provoking content on their blogs or social media channels, this can give you some ideas for content you can create to increase engagement, improve your firm’s authority, and even attract clients to your website.

4. Ask Your Audience

The legal niche is highly competitive, which often makes it difficult to come up with content ideas that haven’t been tackled before. It’s a smart idea to ask your audience what topics they’re interested in and what questions they have about the services you offer and the legal process in general.

You can do this by posting a question like “What questions do you have about X?” on social media, by sending out an anonymous survey, or by sending out a campaign to your email subscribers. Then you can turn these questions/topics into blog posts and/or create a Frequently Asked Questions page on your website.

5. Establish a Content Schedule

When it comes to content marketing, quality comes first but consistency makes the difference. Your law firm’s content marketing strategy is made more effective when you are publishing, posting, and marketing your content on a regular basis.

In the beginning, you may want to start slow so you can keep up with a regular posting schedule. Even if you’re only posting two times per month, this is better than skipping months at a time. Later on, you might consider hiring help (like a blog writer) to create more content on a consistent basis.

Project management tools like Asana and Monday.com can help you stay on schedule, organize your content details, and ensure that you’re distributing your content across multiple channels.

6. Write with “EAT” in Mind

EAT (Expertise, Authority, and Trust) is a concept in SEO that applies to creating content that’s written with users and search engines in mind. It’s used to guide brands in creating content that provides value to readers and includes relevant, accurate information users can trust.

By contrast, many brands simply write with Google in mind – chocking their content full of keywords and hoping for the best. Instead, you should focus first on providing content that helps your audience learn, accomplish their goals, and find the best law firm for their needs.

SEO powerhouse Moz published an in-depth guide on how to write for EAT so you can create content that both Google and users want.

7. Create a Content Distribution Plan

You’ve planned your topics, written your content, and have hit “publish”… now what?

After creating your content, you’ll want to have a plan for distributing your content across platforms to get as many eyes on it as possible. This can be done manually or through the use of content distribution tools like Buffer or Hootsuite.

Here are a few places you can share your content to generate more traffic, engagement, and views:

  • Facebook posts

  • Facebook Ads

  • Instagram posts or stories

  • Email list/newsletter

  • Repurpose as YouTube video

  • Twitter

  • LinkedIn

  • Google Ads

  • Pinterest

  • Reddit

  • SMS (text message marketing)

  • Blog

  • Messenger bots

  • HARO (Help a Reporter Out)

  • Google My Business posts

  • Guest posting on third-party sites

  • Medium.com

  • Quora

  • Bing Ads

8. Focus on Lead Generation

If one of your objectives is to generate more leads for your law firm, then you will want to give your readers various opportunities to contact you (i.e. “convert”).

When publishing and sharing your content, consider what action(s) you want users to take. Do you want them to download an ebook? Give you a call? Fill out a form? Whatever it is, make this clear so you can generate as many leads as possible.

Here are a few ways to generate leads from your content:

  1. Include contact forms on the service pages of your website.

  2. Add downloadables like ebooks and infographics to your blog posts so users have to provide their email addresses.

  3. Include calls-to-action on your social media posts to encourage followers to contact you.

  4. Add your phone number to your web pages to make it easy for prospects to reach you.

  5. Promote your email newsletters to collect more email addresses.

  6. Create “lead magnet” content users would be interested in. Make is so they have to provide their contact information before downloading this content.

9. Follow Up with Prospects

What use is a lead if you don’t follow up with them? Unfortunately, this is a mistake a lot of law firms make (as shown in Hennessey Digital’s law firm intake study) and it can really cost them potential clients. Don’t forget to follow up with your leads!

When you collect information from prospects (whether it’s via email, social media, your contact forms, or by phone), you should record this information and outline a process for follow-up. This can involve having an automated email campaign or having someone on your team following up with the prospect directly.

Customer Relationship Management (CRM) tools can help you keep your lead information organized, check follow-up status, send client documents, and much more. Use these to ensure that you’re following up with every lead and aren’t missing out on new client opportunities.

10. Create Linkable Assets

A linkable asset is a type of content that works to attract backlinks to your website. Links from high-quality sites can improve your own site’s SEO, increasing your rankings and drawing in new website visitors.

There are many types of linkable assets you can create. These range from ebooks to guest articles to interviews to webinars and beyond. We’ve provided 8 ways to attract backlinks so you can improve your website’s SEO and generate even more traffic.

The great news is that your content can serve many purposes at once. For instance, you can publish an SEO-friendly blog post that generates traffic, attracts backlinks, drums up engagement on social media, AND converts readers into clients. The more you can “kill two birds with one stone” with your content, the better!

Law Firm Content Marketing Made Simple

By now you see that content marketing for your law firm doesn’t have to be a difficult task. With the right planning, tools, schedule, and writing know-how, you can create amazing content that moves your law firm forward.

Create content that gets your audience buzzing and itching to work with you. The more content you create, the more your skills will improve and the better you’ll be at using content to turn passive visitors into new clients.

Copyright 2021 © Hennessey Digital

For more articles on the legal industry, visit the NLR Law Office Management section

Teaching Tips for IP Trial Lawyers

Imagine this scenario: Your star witness, an expert on the topic of prosthetic device microprocessors, has been on the stand for an hour discussing the history of prostheses, the nature of integrated circuits, and the two-part test for determining actual controversy. Thus far, he has relayed his testimony calmly and thoroughly. You are so pleased with his performance, your confidence concerning the trial outcome is beginning to swell. When you look over at the jurors, however, your optimism is dashed. One juror is rubbing her temples. Another has departed into a daze. And several others are grimacing. “Why aren’t they paying attention?” you wonder.

In response to being slapped with too much complex information, your jurors are showing signs of anxiety. When information overwhelms them, jurors exhibit a panoply of physical and mental responses. They might, for instance, shrink back in their seats, slump their shoulders, roll their eyes, and sigh loudly. They may feel insecure, frustrated, and even angry. Were it not unseemly courtroom behavior, jurors (and even judges) would audibly groan, “ugh.”

If you are a trial lawyer who specializes in intellectual property cases, you have probably observed these sorts of responses. Jurors often do not understand the technology that is at issue in the case. Many of them possess little inkling about the workings of trademarks, patents, or copyrights. They understand they have a duty to reach conclusions based on evidence, but that obligation becomes impossible to fulfill when they find the evidence incomprehensible.

If you spot jurors exhibiting these signs of anxiety during trial, your IP case is in danger. Their responses indicate they have stopped listening to your argument, and thus, you have lost out on an opportunity to gain support for your client. Even if you eventually rouse these jurors back to attentiveness, the likelihood that they will side with your client has been diminished.

That is the bad news. The good news is, you can present complex material to jurors without triggering their malaise. It is not the material that is the problem, it is the teaching methods you and your witnesses are employing. This article reviews effective teaching techniques you can use in the courtroom. Employing them will make your jurors sit up, lean forward, listen, understand your case, and perhaps even enjoy jury duty.

GETTING JURORS TO “I GET IT”

Good teachers understand how people learn. In order to teach jurors, you must understand that process too. Once these connections are made, people progress to the second stage of learning in which they incrementally add layers of new information to knowledge they already solidly possess.

Here is another way to look at the learning process. It can be likened to plants growing on a garden lattice. The lattice is the solid base that enables plants to grow, just as familiar concepts act as a base that allows new ideas to bud for jurors. Slowly, plants sprout on the lattice, just as new knowledge begins to blossom for jurors. Eventually a garden grows, and for jurors, this garden is your argument. By allowing new information to slowly take root in their psyches, you enable them to eventually see your argument in its entirety. Jurors are then able to use this new information to properly perform their duty to carefully weigh the evidence in the case.

A TEACHER’S TOOLKIT

The most effective classroom teachers use stories, analogies, and visual images to relay information to students. IP trial attorneys should employ these tools as well, and the specifics must be planned out and tested long before a witness takes the stand. Before getting into the nitty gritty of the technology at issue in the case, jurors should be provided the overarching story of the case—who did what to whom, when, and why—and most importantly, jurors should always be provided with the reason why they should care. When the case involves particularly complex topics, analogies that relate to concepts with which jurors are already familiar should, at the outset of the learning process, be used in place of complex case facts. As well, use pictures to help jurors visualize invisible concepts. Interactive tutorials can be particularly helpful since they enable jurors to study images and information at their own pace. When the timing of events at issue in the case are important, timelines should be displayed.

Just as the precise stories, analogies, and visual images teachers use depend on the subject matter they are presenting, the specific tools you will use will depend on the issues in your case.

The best stories, analogies, and visual images will have five characteristics in common.

The Five Key Tools Will:

  1. Use real-world language
  2. Employ familiar concepts and ideas
  3. Leverage memorable imagery
  4. Intrigue the listener
  5. Facilitate incremental or paced learning

HOW STORIES, ANALOGIES, AND PICTURES ENABLE COMPREHENSION TO TAKE FLIGHT

Let us say that you are defending an entrepreneur in a patent infringement case. In order to comprehend the evidence in the case, the jurors need to understand the concept of the enablement requirement for patent applications. Your expert witness might explain that the patent system has three primary disclosure requirements. These requirements consist of enablement, written description, and best mode. The enablement requirement compels the patent applicant to disclose the invention in a manner that allows a person of ordinary skill in the art to make and use the invention without an undue amount of experimentation. She might add that enablement is the only disclosure requirement internationally mandated by the agreement on Trade-Related Aspects of Intellectual Property, or TRIPS.

While there would be nothing inherently faulty about her explanation after hearing it, the jurors would be holding back their “ughs.” They would find the narration boring and barely comprehensible, and they would dread the prospect of spending the next few days sitting through similar testimony.

Now imagine how much more effective the expert would be if she started off discussing humans’ age-old desire to fly. “Every person has longed to fly at some point,” she might say. “Children try to fly off couches, adults dream of flying at night, and the Greek myth of Icarus centers on what happens when the joy of flying overtakes common sense.”

This story is appealing because it uses familiar concepts (Tool 2) and memorable imagery (Tool 3) to hook the audience.

The witness might go on, “People tried for centuries to build contraptions that would enable the dense-boned, unfeathered human mammal to fly. Many people died trying. Even the genius Leonardo da Vinci tried to come up with a flying machine. He eventually ended up declaring, ‘I have wasted my time.’”

By mentioning this famous artist, the expert will have again introduced subject matter with which jurors are familiar (Tool 2). And the fact that he tried yet failed at something will create intrigue (Tool 4) in jurors’ minds.

“None of these inventors could have received a patent under U.S. law,” your expert could explain, “because none of them successfully ‘enabled’ their ideas.” She might add, “In other words, their ideas didn’t work.”

Now she would be using everyday language (Tool 1) to communicate with real-world people.

“But man’s quest for flight finally was achieved, on December 17, 1903,” she could continue, “when brothers Orville and Wilbur Wright built and, yes, successfully flew the first airplane. Unlike everyone before them, these two Ohio bicycle makers successfully ‘enabled’ the idea of a flying machine by making a machine that actually flew. As a result, the US Patent Office granted the Wright brothers a patent to protect their years of hard work from any imitators. ”

(call out) When graphic displays are used, an already-interesting story could become riveting.

Suppose that during the expert’s testimony, jurors are shown how flying inventions evolved throughout the years. The progression and timing of inventions might be portrayed by building, bit by bit, new layers upon old inventions. As the witness talks about early attempts to fly, you might show Leonardo da Vinci’s sketches from the 1400s. You could then show pictures of aircrafts created by later inventors, such as the designs Sir George Cayley created in the early 1800s and the flying machines Claude Givaudan and Louis Bleriot made in the early 1900s.

By creating a graphic that layers crucial information, you will have facilitated paced learning (Tool 5).

The expert’s story might end with a display of the Wright brothers’ patent application and a historical photo of their machine actually taking flight. And just like that, your jurors’ understanding of the concept of enablement will have taken flight as well. They will realize that it was not enough for previous inventors to possess good ideas. Only once the Wright brothers created a machine that could actually fly was their invention enabled. The invention was worthy of a patent because now someone with requisite skill could actually copy and use this invention.

READY FOR TAKE-OFF

Without ever hearing one complex case fact, jurors can come to understand the issues at the crux of your case. Stories, analogies, and visual displays, will keep them interested in your presentations and enable them to painlessly accumulate a sound base of knowledge. With that base in place, they will then be ready to hear about the specific technology and other evidence related to your case. Chances are high, if you are willing to use effective teaching tools, jurors will not only understand your arguments, they will support them.

© Copyright 2002-2021 IMS ExpertServices, All Rights Reserved.

For more articles on IP trials, visit the NLR Intellectual Property section.

Easy But Impactful Ways to Stay in Touch With Your Professional Network

It’s so easy to be forgotten today when we are not seeing each other in person on a regular basis.

That means the onus is on you to maintain relationships with your professional network with the tools you have – and right now that’s virtually.

The most compelling reason to contact someone in your professional network is to provide them with something useful — and, trust me, people really want to hear from others, especially during this very isolating time.

Your goal right now should be to keep in touch with your professional network and to provide information of value to them that enables you to showcase your expertise without being boastful or salesy.

If you do this right, you’ll never have to sell anything or use an elevator pitch. Very often an individual is retained due to word-of-mouth and referrals. And repeat business is given based on your past performance and likability. Lay the groundwork today for future success.

You may already feel your firm is doing everything it can to acquire new clients, but what strategies have you put in place to retain existing clients, and how are you interacting and communicating with them?

After all, it’s far easier and less costly to keep an existing client than to bring on a new one.

When your clients feel that you value their business, their loyalty and brand preference grow. And when they benefit from valuable advice, client service and responsiveness, they could refer their friends and colleagues to you, and become your loyal brand ambassadors.

A timely thought leadership piece covering a topic that addresses issues top of mind for your clients can be gold at a time like this, and lead to the opening of doors and opportunities.

Make sure to send it via individual email to select contacts with a personal note and send a regular email newsletter to your contacts/clients. This is the best way to reach your clients and potential clients because it goes directly to their email inboxes.

You could also write a short email note just checking in on your clients/referrals/other VIPs to see how they are navigating working from home and managing the demands of family life.

This is the time to build relationships that go beyond the perfunctory “how was your weekend” – especially when someone’s kid or dog is appearing in a Zoom and we are all revealing much more our personal lives. A short note is more than enough to let people know you care and to keep you top of mind with them.

Of course don’t forget about using LinkedIn (and other social media platforms that work for your client development) to your advantage.

It’s not enough to have a strong profile or a lot of connections – you must use the platform to share posts in order to maximize the power of LinkedIn.

Social media success can be achieved by being active and liking, sharing and commenting on posts and also creating posts of your own – these actions will help to keep you top of mind, enabling you to showcase your expertise without being boastful while allowing you to provide value to your contacts.

This could lead to new relationships or referrals or new business.

Here are a few more ideas for how to stay top of mind with your contacts in a meaningful way:

  1. Build online rapport and relationships by following people you admire on LinkedIn. Supporting others helps you build a strong network and stronger relationships.​
  2. Take the time to build compelling online content that provides prospects with valuable information on how to solve their most pressing problems possibly caused by the crisis, and then make that content available across your digital ecosystem. This is your chance to build your brand, strengthen relationships, create trust and grow demand for your services.
  3. If you are on a group Zoom happy hour or networking event, note the participant list so you can connect with each person afterwards on LinkedIn. ​
  4. Groups are a great way to expand your network on LinkedIn. They have gained traction since the pandemic and give you access to many other business professionals who are interested in the same topics as you. ​
  5. The Advanced Search tool on LinkedIn is another great way to strategically expand your network. Use LinkedIn filters to search by keyword, for example job title, location, company or school. Premium LinkedIn accounts enable you to conduct wider search parameters and saved searches.​
  6. Share posts written by others (prospects, colleagues, your company, your clients, etc.) or create a post based on something you wrote or an article you found that was interesting in a trusted news source (such as the Harvard Business Review, the Wall Street Journal, the New York Times, Forbes, Fortune, a trade publication – you get the gist). Staying top of mind is the key to success on LinkedIn.
  7. Like and comment on LinkedIn posts that you think are valuable and share the posts with your connections and in groups.​
  8. Regularly share content that is valuable to your connections on social media with brief introductory text on why they should read it. Highlight a few key points in your synopsis, use the @ sign to mention anyone in the post and always use an eye-catching visual and the right hashtags to accompany your post.​ Providing status updates on a regular basis keeps you visible to your network.​
  9. Be generous by liking and sharing others’ posts and congratulate others on their successes, especially your VIP connections. While they may not be ready to hire you at this moment, they will likely be in that position in the future. When they reach that point, you will be top of mind.
  10. Make it easy for clients and prospects to connect with you by including your updated contact information on all of your social profiles and making it visible to everyone not just your connections. Also, if you list your work phone, make sure that it is being forwarded to your cell during the pandemic.

Make sure your clients and prospects don’t forget about you – especially now when we are social distancing– with information that is useful, consistent and by being thoughtful and helpful.

Copyright © 2021, Stefanie M. Marrone. All Rights Reserved.


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

“I always make it the lawyers’ idea.”

Marketer: “When I want to get the lawyers on board, I always make it their idea.”

I’ve never cared for that approach — that’s not respecting the lawyers as intelligent adults. That’s infantilizing them; it’s treating them like children whose little egos need to be soothed and pampered so they don’t throw a tantrum. I say the heck with that.

They’re smart, tough, professionals who only bestow their respect upon those who have earned it. And marketers who let others to take credit for their ideas are teaching their employers that they don’t have any good ideas of their own. That’s not demonstrating that you’re invaluable and need a big raise. Rather, you’re making yourself replaceable by someone younger, cheaper, or less experienced.

Some time ago, I was asked on a Legal Marketing Association (LMA) email group how I structure my arguments to achieve effortless buy-in of innovative ideas and initiatives with skeptical groups of lawyers and marketing committees. My fundamental point was that it all comes down to education.

As a simple example, let’s say we’d like to redesign a firm’s letterhead  to remove a long list of lawyer names. We’ve done this dozens of times for firms of all sizes, and I always follow the formula detailed below. Once I figured out this secret 25 years, I increased my professional effectiveness by 1,000%. It’s arguably the most vital lesson I teach marketers.

I think this is critical for everyone who works with lawyers to thoroughly understand.

First, as I regularly comment, “If (1) what I’m recommending is the best idea or action, and (2) I can teach lawyers what they need to know to position them to make a good decision, then (3) they should see that I’m right and agree with me.”

However, if they disagree with what I’m proposing, then either (1) I was wrong, (2) they’re stupid, or (3) I’ve failed to educate them sufficiently.  I don’t know any stupid lawyers, which means that any battles are likely caused by a poor job of educating the lawyers. And that’s our fault, not the lawyers’.

I can explain something to marketers in two minutes that takes me an hour-long presentation with 50-100 PPT slides to explain to lawyers. Most marketers and administrators come from a similar vantage, experience, and frame of reference — we start generally on the same page, and we’re open to new ideas.  Lawyers are not especially open, they don’t know much about marketing, and they have an exceptionally skeptical thought process.

That’s not a criticism, it’s many marketers’ personal experiences in marketing committee meetings. As marketers, we spend 8 hours a DAY thinking about marketing — our lawyers may not spend 8 hours a YEAR.  We exhaustively research every variable before recommending a particular course of action to the marketing committee. Why should we expect lawyers to be able make an intelligent, educated, and correct decision the first time we throw it at them? 

Regardless, in spite of their lack of information and education on any particular topic, if the lawyers are asked, they’ll always have an opinion.  And once they voice that opinion in front of others, it’s very difficult to persuade them to change it. So before we allow them to subconsciously formulate that opinion, we must get them to buy into our view on the topic.

Here’s how I do that:

First, I do not lead with the conclusion. That is, I do not open with a general topic sentence using the classic journalistic style, something like “I think we should remove the names from our letterhead,” If I do that, they’ll disagree and pick me apart. They’ll identify 100 reasons why that’s a dumb idea, for example:

  • “We’ve always done it this way!”
  • “Everyone does it this way.”
  • “My clients like seeing my name near the top!”
  • “It’s more traditional, it’s classier.”
  • “It shows how big we are.”
  • “We don’t want people unknowingly calling our associates.” Etc.

I can never let that argument start.

Once it does, I’ve already lost. I’m done. It’s dead.  Even though I may be 100% right, once they start piling on with “And here’s another reason you’re wrong!” it’s too late. I spent a lot of my early years in marketing losing important debates with my lawyers even though what I was advocating was right. In a free-flowing debate, they’ll win. They love arguing and they won’t stop until you give up, because from their experience they’re right and you’re wrong. So we must first provide them the information required to position them to make a well-informed decision.

Instead, I might start by quickly discussing design trends in the legal marketplace, what the leading firms are doing (discussing firms they’d aspire to become).  I show actual examples of beautiful design from competing local firms (you can get them from your printing company), that don’t have the lawyers’ names on them.

I’ll validate that what they currently have was the right answer at the time it was created, that it looked absolutely beautiful. That is, I’m never suggesting that the original design was bad or poorly conceived, simply that since then, design has changed — as it always does over time. I might mention other obvious types of designs that have changed since the time this letterhead was created, i.e. it’s not just the firm’s letterhead — men were wearing three-piece suits, suspenders, and yellow ties, while women lawyers wore stiff, poofy hair and dresses with shoulder pads rather than the more open and casual approach we have today. Design changes have been spurred by the clean lines of Apple and the Internet. The business culture is less formal than it was back then and today’s design reflects that.

That is, I create hard evidence in support of my argument.

I might provide highlighted copies of any articles and blog posts that I can find that discuss and support the removal of names from the letterhead.  I pull relevant quotes from articles, blog posts.  

I’ll ask a friendly engraving or printing company how many of the past 25 letterhead re-designs they’ve printed have included all the lawyers names, and quote them. I’d ask a client/friend which design they prefer and provide the results, e.g. “I think having the lawyers’ names along the margin looks silly, and alphabetizing them implies that the most-senior lawyers have giant egos. At my company, we want to show our younger employees that we value them.” Lawyers are persuaded by client quotes. Note, whatever I’m advocating, I make a persuasive, logical evidence-based case for change. This helps the lawyers think “Huh, that makes sense. I never thought about it that way.”

I’d print out a sample letter on the current letterhead, then paste that same text into one of the printing company samples that have larger margins because they don’t have all the cluttering names on them, and show them how much more content fits on the new style — fewer two-page letters.

THEN, after they’re fully educated about this topic (this should take 15-20 minutes), NOW I can suggest that I’d like to update the firm’s letterhead to the same type of modern layout that all the top firms are using. At this point, they have learned why what they have isn’t good any more. They may have walked into the meeting loving their stationery, but 20 short minutes later, I’ve taught them to hate it, in a friendly, educational, interesting, and highly professional way, and lawyers love learning new things.

This is the structure I use when pitching anything — e.g. a new brand or website.  I recommend that all marketers and administrators use it regardless of what we are seeking their agreement to — whether it’s a new piece of technology we want to purchase, a marketing-training program or other initiative we want to launch, a new employee to hire, or a big raise or bonus.

One added benefit of doing it this way is that we don’t have to “make it the lawyers’ idea.” I want marketers to make it YOUR idea. It’s a GOOD idea, it’s the RIGHT idea, and we are gradually teaching the lawyers that we are high-quality professionals whose ideas and efforts they should respect and trust. We’re not winging it, we’re approaching our decisions with a thoughtful, well-researched process and methodology that they can understand and respect, just like they’d have done it themselves if they were in our shoes. Lawyers appreciate that.

At least that’s how I approach it, and it’s served me well in conversations with lawyers and marketing committees for 25 years.

What do you think? What works for you? Do you have a different perspective?

© 2021 Fishman Marketing


For more articles on legal marketing, visit the NLR Law Office Management section.

Relationships Creating Commerce: How to Get the Most Out of Professional Networking and Referral Groups

Since in-person networking opportunities, such as industry conferences, are almost non-existent during the coronavirus pandemic, professional networking and referral groups are gaining popularity and becoming the go-to choice for creating referral relationships for lawyers. The format, makeup and style of the groups may vary, but the overall concept and purpose are the same: Grow your network, obtain new clients and bring in more revenue.

If you are thinking of joining a professional referral network, there are a few best practices, factors and concepts to keep in mind.

Your Circle of Trust

We all know it takes time to build your network the old-fashioned organic way — attending networking events, speaking at conferences and just meeting people over time. However, joining a professional networking and referral group will accelerate the growth of your network in three ways.

  • Joining the group expands your network immediately, since these groups typically have 20 to 30 members.
  • Those 20 to 30 people in the group are trusted advisors to their clients. As a fellow group member, they come to know you as someone they can trust. If their clients have a need that you can fulfill, your cohort will not hesitate to refer you. You can think of it as having 20 to 30 salespeople working on your behalf in the market.
  • Practicing the law of reciprocity is an accelerator. For every introduction you provide to your fellow members to help grow their networks, you can anticipate the boomerang effect because the person you gave to will want to return your gift in kind.

Selecting the Right Group

Several group options are available; joining the one that’s right for you is key to gaining value for your time and investment. Most professional networking groups have a monthly membership fee that, for the most part, is comparable, so don’t plan on distinguishing based on cost. There are four other factors to consider when you are deciding which group to choose.

Ask about the selection process — not only whom the group recruits, but how. For example, in an invitation-only process, you must attend a meeting first and if there is a mutual fit, the group extends an invitation for you to join. Consider how the group fills its rosters. Does it vet member candidates to ensure they have extensive tenure within their practice areas? Does it require that groups are curated with a mix of focuses to maximize cross-referrals?

You should also ask about the attendance policy. Make certain the required time commitment is a fit, because it’s important for presence to be a priority. You need your fellow members to attend consistently and participate actively to truly refer each other. The group should meet monthly at a minimum, and should also create opportunities for fellow members to network in smaller groups between monthly meetings.

Consider the broader networking opportunities the group offers. How large is the total network? How does it create opportunities to meet geographically distant members? Does it offer affinity or subgroups? There is added value to your membership if you can network regionally or nationally as well.

Finally, research the makeup and history of the organization itself. Does it have a credible story to tell about its members and opportunities? Does it have a strong onboarding program and proven systems for how members meet and create commerce? Does the organization have a tenured support staff? Another key benefit is if the organization provides a platform to share thought leadership, news and accomplishments, as well as a community board to ask for needed introductions and referrals.

The Perfect Combo Creates the Ideal Referral Source

Some professional referral networking groups have a specific formula or membership mix that encompasses a broad range of practices or professions. Such groups usually allow just one representative or member from each area. While all of your fellow members are potential referral sources, a handful will naturally complement each other and lend themselves to creating opportunities to cross-sell and cross-serve the same client. A best practice is to focus on these particular relationships within your group. Meet with these complementary professionals often and discuss creative strategies to create combined offerings for each other’s clients.

If you expect to gain quality, be sure to educate your fellow members about your ideal client and referral. Be sure that your fellow members know and understand where your ideal client can be found, and how your ideal client typically finds you. Let your group know about where your target-rich audiences are, the most common reasons you are retained and the kinds of problems you solve.

The Law of Reciprocity

One business development strategy that will always harvest results is to fulfill a need for the person you’re trying to gain something from. Regardless of what it is (an introduction, a recommendation, a referral, expanding your current work, or gaining new business or a new client), your only focus and approach should be that of a giver, not a taker. Members who grow their businesses from group relationships do so because they focus on giving referrals, as opposed to seeking referrals.

The “giving” doesn’t always have to be a referral. It can be a recommendation, a solution to a problem or a shared idea. The law of reciprocity will always work because the receiver naturally wants to return your “gift” in kind.

Bottom Line: Trusted Advisors Create Commerce

Other best practices of professional networking are obvious: Attend your group meetings regularly and participate actively. Consider providing educational training and thought leadership to the group as well as serving on leadership committees or boards.

The benefits of a professional referral network are far-reaching. Winning one new matter or client will pay for your membership. There is also more juice for the squeeze, since the time you commit to membership is actually minimal compared to other business development activities, especially those that involve cold networking, such as sending unsolicited emails or social media invitations. You also enhance your own value to your clients because you have an ever-expanding network of trusted advisors and referrals to tap into.

In a world where you should never underestimate the power of a relationship, professional networking and referral groups will play a key role in the number and quality of relationships you cultivate. As long as opportunities to meet in person remain limited, these resources will only increase in value for everyone.

© Copyright 2008-2021, Jaffe Associates


ARTICLE BY Glennie J. Green of Jaffe
For more articles on legal marketing, visit the NLR Law Office Management section.

Email Marketing for Law Firms: Good2bSocial Digital Certification Part 7

Continuing the National Law Review’s overview of the Good2bSocial digital marketing certification, this week we look to Email Marketing for law firms. Email Marketing is a critical element of law firm digital marketing, and the Good2bSocial Digital Marketing Certification provides an overview of key principles such as Email Segmentation, A/B Testing and Email Marketing Drip Campaigns. Kevin Vermeulen Good2bSocial’s COO:, “There is a natural sense of urgency that tends to accompany the legal field that marketers can take advantage of with email marketing.”

HowEmail Marketing Benefits your Law Firm

Email Marketing, if done correctly, can be a great way to stay top of mind as a regular presence in your client’s and potential client’s inbox, and a consistent source of leads.  Modern life requires close attention to email, so if you can build a list that is engaged, and if you provide useful content, your law firm’s email marketing program will become a crucial part of your digital marketing strategy. Refining your email marketing strategy to increase your open rate helps stretch your digital marketing dollars and increases your ROI.

Some basic things to consider when putting together an email campaign:

  1. Make sure your email template displays well on mobile.  Mobile is a huge factor in email opens, so make sure your email looks good no matter what device your subscriber is using.
  2. Images:  Less is more.  An email with too many images can negatively impact your click-through rate and often takes too much time to download or may become truncated.
  3. Be strategic about when you hit “send.”  Research indicates mid-morning is the best, but it’s also important to consider the day of the week.
  4. Using the recipient’s name in the subject line or the body of the email can drastically increase click-thru rates.

Email List Segmentation: Give Your Email Subscribers What They Want:

Providing your subscribers with content they find useful and appealing should be a cornerstone strategy of your email marketing program. If your subscribers are finding your content helpful, they are more likely to be engaged, forward your emails to others, not report you as spam, and ultimately look to you as an expert resource–and then service provider.  To accomplish this goal, dividing your email list into segments is a good way to target your content to appeal to the right audience.

Options abound for email segmentation, so starting small can make the process manageable and still yield results.

Ways to Segment Your Email Lists to Reach the Right Audience:

  1. How did they sign up?  If they were looking for information on a particular topic or area, crafting a list or related lists based on the subscriber’s expressed interest is a reasonable inference.
  2. Where is the subscriber on the buyer’s journey?  This can provide clues into what kind of information they may find useful.
  3. How engaged is the subscriber?  Are they opening your emails consistently?  If not, pelting them with every email you send is not a way to increase engagement. For low-engaged subscribers, perhaps send a reminder campaign of their options, so they can more efficiently tailor their preferences to their needs.
  4. Where is the subscriber located?  Some clients or potential clients may be interested in regional information–relevant to their geographic area..

The Importance of A/B Testing or Split Testing in Email Marketing.

A/B Testing involves creating two different versions of the same email, sending out both, and comparing the results in terms of clicks and responses to extrapolate the variations that are more effective for your audience. Many email marketing programs provide for A/B testing, and provide the analytic data you need to make an informed decision about results.  It’s important to test on a large email list, to ensure the data you garner is significant, and weave the takeaways into your email design strategy.

Email Marketing is highly dependent on context, so looking at pre-existing information can give your law firm insight into what areas to A/B test, to funnel results into recommendations that can have a broad impact.  Some areas you can A/B test are:

  • Subject line
  • Layout design–one column or two columns?
  • Body text
  • Closing text
  • Images
  • Personalization

It’s important to A/B test one variable at a time, so you can clearly identify what is responsible for the differences in the results.  It’s important to start at a point that makes sense for the situation; for example, if you are seeing low open rates, start with the subject line.  The open rate, the click-through rate, and the conversation rate are metrics most often used to evaluate the results.  If changing the layout design results in a higher click-through rate, that is a change you might want to consider incorporating across your emails.

A/B testing is important to keep your email marketing fresh, and responsive to the interests of your subscribers.

How Email Marketing Drip Campaigns Help Your Law Firm.

Email Marketing Drip campaigns are a way to send crafted messages to each segment of your email audience to stay top of mind, deliver helpful information, and nurture professional relationships.

Drip Campaigns pick up where email segmentation left off.  Identifying a segment–and then creating triggers–either action triggers or demographic triggers that kick off a domino effect.  In many instances, this can be automated, making the work involved more supervisory–and less labor-intensive.  For example, you have a group of prospects segmented by how they signed up–and you send them emails that provide them with options–so if they click on a specific link, it indicates an interest or preference, transferring that contact into a different bucket–so they are sent content based on that preference.

Email drip campaigns are highly customizable and require strategic thinking about your client persona and Client Journey Mapping for law firms.  The Good2bSocial Digital Marketing Certification provides resources to help law firm marketers look at their audience, and help design a customizable program for them.  Kevin Vermeulen, COO of Good2bSocial:

“It can be a tedious and time-consuming process to get a drip email campaign put together, but because of the hyper-efficient and automated targeting, the results are well worth it. It may take days or weeks to get everything exactly where you want it, but once it’s working, you’ll have something that can run for months or years, completely automated, constantly working to bring your firm new clients, and ultimately more revenue.”

Email Marketing Big Picture Campaigns

It’s important to make sure any email marketing campaign your firm does complies with all relevant privacy legislation and regulations.  For example, the GDPR in Europe, the CCPA and CPRA in California, and Virginia’s latest data protection legislation, and more states, countries and regions are drafting new legislation at a rapid pace.  Additionally, there is always the possibility of a comprehensive federal law on privacy that would impact email marketing efforts.

To Read Part 1 Good2bSocial Digital Academy for Law Firms — Inbound Marketing and Client Journey Mapping, click here.

To read Part 2 Good2bSocial Digital Academy — Content Marketing Strategy for Law Firms, click here.

To read Part 3 Good2bSocial Digital Academy — Developing a Successful Social Media Strategy for Law Firms, click here

To read Part 4 Good2bSocial Digital Academy — Paid Social Media Advertising Campaigns for Law Firms, click here

To read Part 5 Good2bSocial Digital Academy — Search Engine Optimization for Law Firms, click here.

Stay tuned for more details on the topics and  key takeaways included in the other modules of the Good2bSocial Academy.

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