Legal Technology Archives - Page 16 of 24

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The National Law Review is pleased to bring you information about the upcoming 14th Annual Super Conference hosted by Inside Counsel. It’s not to late to register!

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When

Monday, May 12 – Wednesday, May 14, 2014

Where

Chicago, IL

The annual InsideCounsel SuperConference, for the past 13 years, has offered the highest value for educational investment within a constructive learning and networking environment. Legal professionals will gain the opportunity to elevate the quality of their performance and learn ways to become a strategic partner within his/her organization. In two-and-half days attendees earn CLE credits, network with hundreds of peers and legal service providers and hear strategies to tackle corporate legal issues that are top of mind throughout this comprehensive program. SuperConference is presented by InsideCounsel magazine, published by Summit Professional Networks.

Now celebrating its 14th year, InsideCounsel’s SuperConference is an exclusive corporate legal conference attracting more than 500 senior level in-house counsels from Fortune-1000 and multi-national companies. The three-day event offers opportunities to showcase your firm’s industry knowledge and thought leadership while interacting with GC’s and other senior corporate counsel during exclusive networking and educational opportunities. The conference agenda offers the perfect blend of experts and national figure heads from some of the nation’s largest corporations, top law firms, government and regulatory leaders, and industry trailblazers. The conference agenda and educational program receives consistent high marks.

Chasing Leads – You’re doing it all wrong.

1. Don’t be cheap on lead acquisition.

I’m constantly amazed at how cheap many lawyers want to be on getting someone to identify themselves as in need of legal services and then closing the deal. Folks, we are in a high transaction business! Your emailed newsletter (alone) will never cut it. We must be arranging our businesses to outspend our competition on the generation of a new lead. It won’t happen overnight, but this has to be your mindset.

My view is that in order to do this, you must be very efficient in your marketing. Being “efficient” does not mean being cheap. It means being “smart.” When you sit down to create an ad, ask yourself: What exactly are we trying to accomplish? Before that ad is let loose, there are usually about 7–12 different steps/other pieces that must be created in order to make the ad work. This will usually involve at least one (and sometimes two) videos, with well-thought-out scripts, one or more physical marketing pieces that must be designed, and a funnel with follow up specific and appropriate to that ad created. Going through this process is the only way to achieve the goal of “spending more than your competition is willing to spend to acquire a good lead for your office.”

2. You need real clarity and comfort with whatever it is you are selling.

You can’t really have any “moral ambiguity” about the fact that you are a lawyer and you are selling. Everything I do is marketing and selling. Every conversation with a client, every conversation with a judge or opposing counsel is a marketing opportunity. (Tip: after every trial, I send my opposing counsel one of my books, congratulating them on a job well done for their client. Not necessarily a marketing book—sometimes it’s a business book, sometimes it’s “The Ultimate Success Secret.”) If you follow most of the lawyer listserves that don’t have anything to do with marketing, you will see a trend “against” the marketers. It’s just so easy to jump on that bandwagon. I see it all the time, lawyers who don’t have a clue about the quality of another lawyer’s legal work slamming them in a listserve because of the ads they run.

Here’s what to think about if they are the least bit squeamish about marketing and selling: I have two questions for you.

Is there a potential new client out there for whom you would be the perfect lawyer?
Someone with a problem that you would, in fact, be the best lawyer for and with whom you can make money? (If you can’t answer Yes to that question, then you really need to be looking for another line of work.)
Assuming that the answer to the above is yes, why in the world would you leave it up to that person to choose the lawyer to solve his problem by random chance?
It’s your moral obligation to get yourself in front of that client, just as it is your moral obligation to reject and send elsewhere that client you have no business representing.

Article By:

Ben Glass

Of:

Great Legal Marketing, Inc.

Google+ Is (Walking) Dead? Or Simply Changing?

In response to the grievous reports of Google+’s death last week, a famous misquote from Mark Twain comes to mind: “It appears the reports of my death have been greatly exaggerated.”

In late April, a bold headline was turning heads: Google+ Is Walking Dead. The article made some pretty strong claims regarding Google’s struggling social network in response to Vic Gundotra’s announcement that he would be leaving the company. Mr. Gundotra was Google’s Vice President of Social and head of Google+.

This left online marketers with several questions: What will become of authorship? How will this affect Google search? Will this change Google+’s YouTube integration? What about the time and money we have put in to growing our Circles, engaging in Community discussions and posting content?

Once you delve a little deeper and look past the pessimistic headlines, things are not as grim as they appear. Apparently, Google+ is not dead (not even “walking dead”). However, there may be changes on the horizon—which should be nothing new for veteran Google+ users and online marketers.

How Does Google+ Fit In to the Google Brand?

Google+ has never truly competed with Facebook or Twitter. But look at it from a different angle. Google’s social network provided a way to tie together Google’s disparate services while establishing a clear identity of each user. This helps Google provide better search results and sell better targeted ads by better tracking and consolidating user data.

“Google+ is really two things: an identity layer that tracks and connects all of Google’s products and a social sharing app,” says JR Oakes, the Director of Search Marketing at Consultwebs. “I think we will see a movement towards individual teams (Android, Maps, Gmail) just leveraging the identity layer to add value to the products from the standpoint of what makes the product better instead of what makes G+ better.”

The Facts

Many Google employees have taken to Google+ to address these rumors and provide facts.

Yonatan Zunger, Google+ Chief Architect, denied the death of Google+, saying that “this entire TechCrunch article is bollocks.” He also confirmed that Dave Desbris will be the new head of Google+, which suggests the company currently has no plans for dismantling the social network.

In response to a Google+ post, Chris Lang asked Moritz Tolxdorff, Google’s Consumer Operations and Community Manager, to confirm if anyone on the Google+ team had been moved to Android. Tolxdorff responded, “No one is moving anywhere. Everything will stay as it is.”

In light of these public responses, marketers can breathe a sigh of relief—at least for the moment.

Responding to Possible Changes

Even though powerful voices of Google have spoken on this issue, online marketers know that anything can change in the blink of an eye. With a new head of Google+ on the way, we can likely expect to see some changes, even if minor.

Let’s take a look at a timeline of major changes and gradual integration that has occurred through the years:

Google+ is heavily integrated into several of Google’s most popular products: Local, YouTube, Gmail and last but definitely not least, search. The slightest change could create a ripple that affects all of these. I think that is what scared marketers the most.

The best way to respond to situations like this is logically and in the best interest of your business and clients. This is not the first time rumors have panicked the online marketing world. Does anyone remember when the buzz was that Facebook would soon be a paid service? This eventually led to the company’s slogan, “It’s free and always will be.”

It is crucial to respond quickly to changes, but only changes that are validated. Responding too quickly to false claims can result in missed opportunities and wasted time and money. It is best to relax, keep your eyes open for confirmed changes and respond accordingly.

Online marketing best practices are going to change. That is something we have to accept. What makes our jobs challenging (and interesting!) is keeping up with these changes, adapting new best practices and staying ahead of the curve. Whether it is a Google algorithm update, changes to Social Media sites or a change in popular tech devices, we must be vigilant and respond accordingly.

Article By:

Kenneth Harris

Of:

Consultwebs.com, Inc.

Study Shows Smaller Law Firms Value Big Picture Approach to Marketing

Marketing has become a critical function of all law firms, big and small. Large law firms (over 200 attorneys) tend to have vast resources that can be devoted to all marketing aspects, while small to midsize firms (40-200 attorneys) must be more creative in the ways that they utilize their marketing resources, in order to maximize the benefits of their efforts. J. Johnson Executive Search, Inc., commissioned a study, conducted by ALM Legal Intelligence, in order to examine the marketing trends of those small and midsized firms and show how marketing departments’ efforts help their firms gain a competitive advantage in the marketplace.

A group of 90 legal marketing professionals were surveyed via web between November 18, 2013 and December 18, 2013. Professionals from small law firms (40-75 attorneys) made up 42% of the 90, while the other 58% was comprised of professionals from midsize law firms (76 or more attorneys). Part one of this two-part article will discuss how small to midsized firms are valuing marketing departments and dedicating their resources to marketing efforts in a concentrated and consistent manner. Part two will discuss the shift in the way that small and midsized firms conduct their marketing activities in order to remain competitive in our current economy; the results showing that smaller law firms do have a big picture approach to marketing.

Dedicated Marketing Functions Have Become the Norm

Ninety-percent of the firms surveyed had at least one dedicated staff member responsible for their marketing efforts, such as business development, practice development, marketing, communications, and public relations activities. Smaller firms have naturally lower budgets and resources, but according to the study, are on target to mirror larger firm marketing structures.

The ideal is to have one marketing professional for every ten attorneys at the firm. Eighty-one percent of the small firms surveyed had 1-4 dedicated marketing professionals, 48% of midsized firms have 1-4 people, and 47% of midsized firms had five or more marketing professionals on staff. In this delicate economic climate, more firms are focusing on the importance of having a marketing initiative, simply because previously used methods no longer suffice.

Additionally, the overall firm resources devoted to marketing have grown to reflect the increasing importance of marketing roles in the law firm. Forty-four percent of the firms surveyed had increased their marketing budget from 2012 to 2013.

From “Nice to Have” to “Must Have” Team Members

Traditionally, attorneys were responsible for their own rainmaking activities and the development of a dedicated marketing department may have been seen as threatening to the process and responsibilities of attorneys. Now more than ever, firm management has requested that attorneys spend more time on client development efforts, which can conflict with an attorney’s need/want to bill time. This is where having a marketing team can be crucial for their attorneys.

Two-thirds of respondents in the study confirmed that the marketing department is an important factor in winning the firm business. For smaller firms, marketing is an evenmore critical factor in the win by greater than a 3-to-1 margin. Gone are the days where corporate counsel will hire a firm simply from how they rank in publications. Winning business is predicated on building relationships.

For example, the marketing team at Porter Hedges, a smaller firm out of Houston, Texas, helped coordinate a marketing plan that gets the managing partner out in front of the clients and introduces the clients to the attorneys in the trenches. Their marketing department was able to coordinate and execute a program where clients were able to feel valued. The marketing group is also responsible for organizing client events, so that their firm has a presence among potential clients. On the whole, Porter Hedges is distinguishable from their competitors because of the emphasis they make on client connection. Developing these relationships would have been more difficult to coordinate without a dedicated marketing team.

Justification for Marketing Efforts

The firms surveyed have seen their marketing efforts pay off in several ways. In total, 82% of respondents saw a growth in their law firm and 79% saw client retention as a direct consequence of marketing efforts. There are also several other areas of success, such as an increased image or awareness of the firm in the marketplace (80% of respondents experienced this), and an increase in the firm’s competitive advantage over their competitors (64%).

This study shows that the perceived (and actual) importance of marketing departments has steadily risen over the years. Smaller and midsized firms are recognizing the value of marketing departments and investing in them because of the increased need to remain competitive with their larger brethren.

Stay tuned for part two, where I will discuss exactly what small and midsized firms have been focusing their marketing efforts on and how effective they have been.

Article By:

Nicole Angeline Cudiamat

Of:

The National Law Review / The National Law Forum LLC

New ALM Report Says Small Firms Investing in Big Marketing

A new report from ALM Legal Intelligence entitled, Small Firms, Big Marketing reveals that small and mid-sized law firms (40-200 attorneys) have upped their investments in marketing because of a belief that effective marketing is mandatory for a firm to succeed.

ALM Legal Marketing

The survey was commissioned by J. Johnson Executive Search, Inc., and relies on data collected from 90 small and midsized firms in the U.S – 42% of responses were from firms with 40-75 attorneys and 58% were from firms of more than 76 attorneys.

Some key findings from the survey:

90% of responding firms said they had a dedicated marketing team in place
75% said marketing was critical to winning new business
54% use marketing for research and client feedback
Marketing is key not only for obtaining new clients but also for retaining existing clients
75% of firm management says marketing is a critical piece in winning new business
Spending on outsourced marketing functions increased 44% in 2013 and is expected to rise in 2014

Firms justify their investment in marketing in the following ways:

ALM Reporting Marketing

The firms surveyed found these 10 marketing tactics to be the most effective for their firms:

marketing

The full report is available free for download here.

Article By:

Stephen Fairley

Of:

The Rainmaker Institute

Six Critical Pillars for Associates to Rock Their Practices

No doubt, ambitious and motivated associates have read plenty about what they “should do” as they begin their legal practice to be successful. I’ve listed below the six ‘must do’ pillars for associates to be successful, early and often.

Develop Productive Habits from Day One. As you no doubt are learning, developing the discipline of effectively managing your time, harnessing the power of active listening, and maximizing non-billable time will serve you well throughout your entire career. These habits will manifest into your activities which, in turn, will determine your level of success.

Create a Marketing/Business Plan, Today. Though a number of my younger lawyer clients think their primary focus should be to learn their craft, setting written goals by way of a marketing plan will serve as the blueprint of your development as a lawyer and business generator. Having a written plan will provide for outlining actionable items and give you more control over your career. Today is not soon enough.

Proactively Build Your Network – Often, our newer lawyer clients tell us that they “don’t really know anyone” to which I respond “rubbish”. Think broadly. Enter into a contact list (Outlook or Gmail contact list will work just fine) names of your law school classmates, bar association colleagues, gym buddies, friends you run with, who live in your building, etc. Everyone you know could potentially be a referral source. Do not overlook the obvious, then get and stay connected with them via some communications means (social media update, e-blasts, etc.). This will serve you very well as you grow your network.

Double Check Your Professional Image and Etiquette. You are not in Kansas anymore, ya’ll, and how you present yourself professionally inside the workplace as well as in professional settings sets a tone. Be sure you are making the “right” first impression. Aside from professional guidance, there is a fantastic new book (“The Essentials of Business Etiquette: How to Greet, Eat and Tweet Your Way to Success”) which can be a perfect primer in this area.

Develop a Marketing Mindset. Tweaking your bio and social media profile (with a professional headshot), refining your elevator pitch, and deciding upon your “targeted networking” venues are all part of developing a marketing mindset. As a private practice attorney, you must always have your radar “on” to recognize opportunities to present yourself as a “go-to” resource, to thoughtfully build your network, and leverage new business engagements.

Be Mindful of Your Clients. As a new attorney, you have many clients – – namely, your supervising partner, potentially all partners in your firm as well as any prospective new clients you may cultivate. Understanding clearly how to meet their expectations (and beyond), how to deliver extraordinary service and all that it entails in addition to producing an excellent work product will help distinguish you from your peers.

While there are space limitations to providing in-depth insights to all of the six pillars above, I will break each of them down in more detail in subsequent marketing posts. The implementation of these pillars is crucial to getting and staying on the top of the uber competitive legal services environment that we are in.

Article By:

Kimberly Alford Rice

Of:

KLA Marketing Associates

Developing a Business Strategy that Deters Counterfeiters [VIDEO]

Monica Riva Talley discusses how to effectively develop a business strategy that deters counterfeiters. Through five critical steps, learn how brands can protect both their reputations and bottom lines through a targeted marketing, strategic, and legal approach.

Video by:

Monica Riva Talley

Of:

Sterne, Kessler, Goldstein & Fox P.L.L.C.

How to Write Blog Posts People Actually Want to Read [INFOGRAPHIC]

The purpose of having a blog is to foster an online dialogue with prospects, clients and referral sources so that when they need someone who does what you do, they will think of your first. Drawing people into your conversation requires you to often step outside your comfort zone, since most attorneys write the way they were trained to do in law school.

But when it comes to writing blog posts that people actually want to read, that just doesn’t cut it.

The most important thing to remember when writing for those who don’t practice law for a living is to be authentic. And the best way to do this is to write the way you talk. As you sit down to craft a new post, imagine you are talking to a friend who needs your guidance on a legal issue. Use the same words you use in your everyday life. Forget the grammar rules and write your draft, then go back over it to correct any glaring grammatical errors.

The infographic below, courtesy of Copyblogger.com, outlines the other essentials for writing blog posts. Print it off and keep a copy by your computer to refer to as you write. Following these simple guidelines will have you authoring a compelling, lead-generating blog in no time.

Blogs Social Media

Article by:

Stephen Fairley

Of:

The Rainmaker Institute

The Do’s and Don’ts of Investing in a Lead Generation Service

In order to grow your firm, you need to invest in a reliable marketing and advertising program. Lead generation services are a great alternative to investing and managing your own campaigns, which can be both costly and time consuming for the average attorney. Lead generation services can not only offer you consistent, quality leads but also provide you with a total marketing package that allows you to manage those leads. There are a slew of companies that will make you a lot of promises, but how do you know which ones are legitimate?

What steps should you take before you decide the right company for your firm’s needs?

Lead Generation Service Marketing Law Firm Legal

Do Your Research

Not all lead generation services are equal. Some will scam you. Some will give you old or undesirable leads. Some will give you leads but don’t offer additional marketing services and support that will ensure continued success.

Research several companies and find out their reputation. Look for a company with longevity, positive client testimonials and a desire to see your law firm succeed. One who knows that their best interest as a marketing firm is to do whatever it takes to grow your law firm; their success is 100% dependent upon yours. No other lead generation service will be worth your hard earned dollars if they don’t care enough to be the best.

Do Make a Long Term Commitment to Your Firm’s Success

Be wary of companies that encourage a short-term approach to your advertising needs. Marketing and advertising is an ongoing commitment. Any successful advertising program, whether it’s done internally or through lead generation services requires two things: patience and time. A consistent stream of new potential clients is the key to long-term, sustained growth for any firm. This can’t be done with a stop and start approach to your marketing.

Don’t Ignore Industry Trends

Effective marketing for a personal injury practice is changing and evolving. It is imperative that you invest in an advertising service that follows closely with potential client’s search behaviors. The firm must employ a diversified approach that will reach at anytime a wide variety of potential clients. Advances in media means potential clients use various devices to stay connected. Whether it’s TV, internet or mobile, the right company will employ more than one of these sources to generate leads for your firm. Using an agency that employs only one of these methods means you are putting all your eggs in one basket – which is never an effective way to spend your advertising dollars.

Getting your firm’s name out there and making it effortless for potential clients to reach you in their time of need is critical to growing your practice. Paid lead generation can be beneficial when used and managed correctly.

Finding the right legal marketing firm that can provide you the ultimate lead generation service, that has exclusive, quality leads in your geographic area in combination with a marketing package that is all inclusive, can be a challenging process.

Article by:

Anush Alexander

Of:

RW Lynch Company, Inc.

Bad Precedent: Lawyer Censured for Buying Google Keywords for Other Lawyers and Law Firms

I thoroughly disagree with this anti-competitive, anti-consumer censure. It’s bad precedent.

I was the defense’s law firm marketing/social media expert witness in Habush vs. Cannon & Dunphy on this very issue (although the lawsuit was filed under a Wisconsin state “invasion of privacy” statute).

This is common practice online. When you Google “Avis,” a sponsored link for Hertz shows up in the margin. The user isn’t deceived and everyone gets more information and more choices, which is good for consumers. It’s a strategy that helps smaller firms with smaller marketing budgets compete against big-name, big-budget firms.

This keyword-bidding strategy is certainly aggressive, but it shouldn’t be considered unethical or unprofessional; it’s simply an issue of taste, which is subjective. We shouldn’t legislate taste.

Article by:

Ross Fishman

Of:

Fishman Marketing, Inc.

Category: Legal Technology

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