Tag: law firm marketing

“Is SEO Dead?” Why AI Isn’t the End of Law Firm Marketing

With the emergence of Artificial Intelligence (AI) technology, many business owners have feared that marketing as we know it is coming to an end. After all, Google Gemini is routinely surfacing AI-generated responses over organic search results, AI content is abundant, and AI-driven tools are being used more than ever to automate tasks previously performed by human marketers.

But it’s not all doom and gloom over here—there are many ways in which digital marketing, including Search Engine Optimization (SEO) —is alive and well. This is particularly true for the legal industry, where there are many limits to what AI can do in terms of content creation and client acquisition.

Here’s how the world of SEO is being impacted by AI, and what this means for your law firm marketing.

Law Firm Marketing in the Age of AI

The Economist put it best: the development of AI has resulted in a “tsunami of digital innovation”. From ChatGPT’s world-changing AI model to the invention of “smart” coffee machines, AI appears to be everything. And it has certainly shaken up the world of law firm marketing.

Some of these innovations include AI chatbots for client engagement, tools like Lex Machina and Premonition that use predictive analytics to generate better leads, and AI-assisted legal research. Countless more tools and formulas have emerged to help law firms streamline their operations, optimize their marketing campaigns, create content, and even reduce overhead.

So, what’s the impact? 

With AI, law firms have reduced their costs, leveraging automated tools instead of manual efforts. Legal professionals have access to more data to identify (and convert) quality leads. And it’s now easier than ever to create content at volume.

At the same time, though, many people question the quality and accuracy of AI content. Some argue that AI cannot capture the nuance of the human experience or understanding complex (and often emotional) legal issues. Even more, AI-generated images and content often lack a personalized touch.

One area of marketing that’s particularly impacted by this is SEO, as it is largely driven by real human behavior, interactions, and needs.

So, is SEO Dead?

Even though many of the tools and techniques of SEO for lawyers have changed, the impact of SEO is still alive and well. Businesses continue to benefit from SEO strategies, allowing their brands to surface in the search results and attract new customers. In fact, there may even be more opportunities to rank than ever before.

For instance, Google showcases not only organic results but paid search results, Google Map Pack, Images, News, Knowledge Panel, Shopping, and many more pieces of digital real estate. This gives businesses different content formats and keyword opportunities to choose from.

Also, evolution in the SEO landscape is nothing new. There have been countless algorithm changes over the years, often in response to user behavior and new technology. SEO may be different, but it’s not dead.

Why SEO Still Matters for Law Firms

With the SEO industry alive and well, it’s still important for law firms to have a strong organic presence. This is because Google remains the leading medium through which people search for legal services. If you aren’t ranking high in Google, it will be difficult to get found by potential clients.

Here are some of the many ways SEO still matters for law firms, even in the age of AI.

1. Prospective clients still use search engines

Despite the rise of AI-based tools, your potential clients rely heavily on search engines when searching for your services. Whether they’re looking for legal counsel or content related to specific legal issues, search engines remain a primary point of entry.

Now, AI tools can often assist in this search process, but they rarely replace it entirely. SEO ensures your firm is visible when potential clients search for these services.

2. Your competitors are ranking in Search

Conduct a quick Google search of “law firm near me,” and you’ll likely see a few of your competitors in the search results. Whether they’re implementing SEO or not, their presence is a clear indication that you’ll need some organic momentum in order to compete.

Again, potential clients are using Google to search for the types of services you offer, but if they encounter your competitors first, they’re likely to inquire with a different firm. With SEO, you help your law firm stand out in the search results and become the obvious choice for potential clients.

3. AI relies on search engine data

The reality is that AI tools actually harness search engine data to train their models. This means the success of AI largely depends on people using search engines on a regular basis. Google isn’t going anywhere, so AI isn’t likely to go anywhere, either!

Whether it’s voice search through virtual assistants or AI-driven legal content suggestions, these systems still rely on the vast resources that search engines like Google organize. Strong SEO practices are essential to ensure your law firm’s website is part of that data pool. AI can’t bypass search engines entirely, so optimizing for search ensures your firm remains discoverable.

4. AI can’t replace personalized content

Only as a lawyer do you have the experience and training to advise clients on complex legal issues. AI content — even if only in your marketing — will only take you so far. Potential clients want to read content that’s helpful, relatable, and applicable to their needs.

While AI can generate content and provide answers, legal services are inherently personal. Writing your own content or hiring a writer might be your best bet for creating informative, well-researched content. AI can’t replicate the nuanced understanding that comes from a real lawyer, as your firm is best equipped to address clients’ specific legal issues.

5. SEO is more than just “content”

In the field of SEO, a lot of focus is put on content creation. And while content is certainly important (in terms of providing information and targeting keywords), it’s only one piece of the pie. AI tools are not as skilled at the various aspects of SEO, such as technical SEO and local search strategies.

Local SEO is essential for law firms, as most law firms serve clients within specific geographical areas. Google’s algorithm uses localized signals to determine which businesses to show in search results. This requires an intentional targeting strategy, optimizing your Google Business Profile, submitting your business information to online directories, and other activities AI tools have yet to master.

AI doesn’t replace the need for local SEO—if anything, AI-enhanced local search algorithms make these optimizations even more critical!

Goodbye AI, hello SEO?

Overall, the legal industry is a trust-based business. Clients want to know they work with reputable attorneys who understand their issues. AI is often ill-equipped to provide that level of expertise and personalized service.

Further, AI tools have limitations regarding what they can optimize, create, and manage. AI has not done away with SEO but has undoubtedly changed the landscape. SEO is an essential part of any law firm’s online marketing strategy.

AI is unlikely to disappear any time soon, and neither is SEO!

Copyright 2024 © Hennessey Digital
For more news on AI and Law Firm Marketing, visit the NLR Communications Media Internet section.

How to Realign Your Law Firm Goals this Spring

Around the new year, many law firms become motivated to set or reevaluate goals, plan for the year ahead, and improve current processes. Unfortunately, time moves quickly. The new year may slip away, but spring is another great time to realign your law firm goals, evaluate what went well or needs improvement, streamline operations, and get a “fresh start” for the rest of the year.

Law firms should take advantage of spring cleaning and use it to freshen up and realign law firm goals.

Law Firm Goals Review

Before law firms can make major “spring cleaning” changes, they should check in on the goals set for the new year. Spring is on the verge of a new quarter, so it’s good for law firms to check in with the goals that were set in the new year and the performance of the first quarter.

If the law firm is on track to reach goals by the end of the year, excellent! If not, this is a time to reevaluate needs, priorities, and goals, and get a pulse on the status of the firm’s health as a whole.

Ideally, the year began with SMART goals (Specific, Measurable, Achievable, Relevant, Time-Bound). These goals are clear and measurable, meaning they’re easy to assess and evaluate.

The key to SMART goals is measurement. Though it may seem obvious, law firms must measure their goals to see if they’re on track to reach the desired outcome, and what can be adjusted to put the firm in a better position to succeed.

Website Updates

Whether large or small, law firms of all sizes need a functional website to grow and evolve. Websites can become outdated quickly, impacting a law firm’s brand and reputation.

Websites should get a refresh regularly, but if a law firm has grown or made major changes in the past year, an update is a must. Perhaps there’s a new practice area or new office for the firm, or a revision to aspects of the brand like the logo or mission statement.

No matter the change, this is an excellent opportunity for law firms to revamp the website and ensure it accurately reflects the brand.

Record Cleanup

A law firm’s records are important for tracking financial activity and transactions. Without clear and accurate books, a law firm can’t make sound business decisions about the future of the firm or its financial health.

Spring is a good time for law firms to “deep clean” the books. They should review the files and accounts, cancel unused subscriptions, and organize receipts and records. While it may be early in the year, there are things your firm can do to prepare for the end-of-year frenzy. Now is the time to evaluate your need and future goals for the remaining of the year. A law practice management solution, like PracticePanther, offers streamlined billing and online payments, and reporting, making record cleanup a simple, straightforward, and fast process. This not only helps with the spring overhaul, but firms can monitor their books more easily throughout the year.

Marketing Strategy

Like goals, marketing strategies need to be evaluated and revamped regularly to stay ahead. Spring offers an opportunity for law firms to refresh marketing strategies and see what’s working (and what isn’t) to develop more effective solutions.

What worked in the past may not work this year, so law firms should consider changes in the new year like:

  • New marketing trends
  • Social media account updates
  • Automated email template updates
  • New SEO best practices
  • Site audits
  • Marketing analytics and KPIs

All firms need marketing, no matter how small or simple the firm or its business development. PracticePanther simplifies tracking your marketing strategy success with features such as legal CRM to keep track of and tag leads based on a custom source.

Inbox Cleanup

Busy law firms can amass a lot of old files, documents, spam, and client correspondence in a physical or email inbox. Left unchecked, the inbox can become disorganized, overwhelming, and more difficult to tackle in a reasonable length of time.

Cleaning the inbox is always time-consuming, but law firms should set aside time in the schedule to completely clean out the inbox (both physical and digital) to bring it back to a “clean slate.”

This is also a good time for law firms to do some additional digital cleanup, such as deleting old files and folders from the computer, updating apps and programs, and running a cleaner program to remove all the “junk” that can slow an operating system down.

Fee Agreement Updates

Fee agreements are ripe for problems with compliance. In the spring, law firms should review and revise fee agreements to ensure they’re still in compliance with the local jurisdiction’s ethical rules. This is especially true if the law firm has added a new practice area in the past year.

Other changes can prompt an update of the fee agreement, such as changes to the forms of payment the law firm accepts, file destruction policies, and more.

Compliance reporting comes up quickly, and if a law firm isn’t prepared, it can be a mad dash to get everything together. Even if the deadline isn’t until the end of the year, it’s best for law firms to use the spring-cleaning period to check the CLE status.

If the state requires reporting of all courses, and some certificates are available, they can be sent in early. If the state is self-reporting, the certificates should be organized in preparation for a possible audit. It’s important that the certificates are backed up, such as with a cloud-based digital storage solution.

Technology Evaluation

Law firms have a lot of technology at their fingertips, whether in an all-in-one practice management solution or individual apps and subscriptions. All of this can add up, especially if certain apps or features aren’t used enough to make it worthwhile.

Along with the rest of the spring cleanup, law firms should take stock of all technology expenses for the firm and evaluate which options are beneficial. For example, the firm may have tried a subscription service or app on a trial basis (which has since shifted to paid) that no one uses. These costs can slip through the cracks, especially if they’re small.

PracticePanther all-in-one law practice management software eliminates the need for costly subscriptions by keeping many operations in-house. Your firm can process online payments with our built-in payments processor, send documents for signature with native eSignature, and even send text messages to clients with 2-way business text messaging without leaving the platform.

© Copyright 2022 PracticePanther

Article By PracticePanther

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

7 Year-End Tips for Your Law Firm

If you’re like us you’re probably asking yourself: how is it already mid-December? For a year that was filled with unprecedented challenges, it seemed at times like the year moved both incredibly fast and also at a snail’s pace. 2020 has been a strange year indeed, and it seems the passing of time this calendar year was no exception.

So, you procrastinated. November was a blur and now you find yourself with a long to do list to finish before the end of the year. Not to worry, you’re in good company. Even though there are only 8 working days left this year, there is still time to utilize time management best practices and some efficiency hacks. We’ve broken down some of our favorite ideas that can help you feel super productive by December 31st and set you up for unprecedented success in the new year.

Now Is The Time: Get Your Time Entered ASAP

This may sound like common knowledge, but if you have post-its piling up and ambiguous notes you emailed yourself with time entries for December, get those entered into your time and billing system as soon as possible. Even if you’re caught up as of the end of November, there is no time like the present to start tracking your time contemporaneously for the rest of the month.

Want to set up even better habits for next year? Studies show that lawyers that enter their time monthly lose up to 55% to 70% of their time while those that enter their time weekly lose only 25% – 30% of their billable hours. There is no denying that the best practice to make sure you’re capturing your time as efficiently as possible is to track time contemporaneously, or at least enter it into your cloud-based system daily. It may seem like a difficult habit to set in the new year, but anything less is downright wasteful.

Get Clarity On All Outstanding AR & Collect, Now

Even if you’ve got a handle on your outstanding bills for December, what about the rest of 2020? It’s crucial to run a report on all outstanding accounts receivable earned over 2020 thus far so you leave nothing on the table to write-off.  Once you’ve got a report on all outstanding AR you should plan to tackle uncollected bills methodically and systematically.

Before you start making collection calls, make sure that you gave your clients adequate payment options when you sent the initial invoice. Try resending all outstanding invoices with an electronic payment option with a “Pay Now” button directly in the email and invoice itself and offer clients a payment plan to pay down their invoice over time.

Make sure to customize the corresponding email to let clients know that you need to collect on the invoice in full before the end of the year to avoid negative tax consequences for your firm. Doing so sends clients a friendly reminder that they have a balance due and also gives them the flexibility of credit card and eCheck options for convenient and fast payment.

You should plan to resend outstanding invoices with an online payment option as soon as possible to attempt to receive payment in full without offering proactive discount. Doing so now ensures you still have an opportunity to send the client a final payment request the last week of the year with a discount for payment in full to avoid end of year write offs.

Utilize EOY Accounting Best Practices & Client Ledger Reconciliation

As an attorney, client trust accounting best practices are paramount. At the end of the year you should reconcile all trust account balances to make sure that your trust funds balance properly compared to your bank statements.

Depending on the rule of your state bar, you may be required to reconcile trust funds monthly, but doing so annually should be considered an absolute must regardless of the rules of your specific state. Take an extremely close look at your trust account balances and your firm’s ledger to ensure there are no discrepancies each and every year.

Maintaining a healthy trust ledger is important for a variety of reasons, but it can also help you make sure you’ve been paid for all outstanding work that can be billed against existing client trust balances. Run a report of all existing trust funds and compare against outstanding accounts receivables. If you’ve completed work for a client that has an existing trust balance you can invoice yourself and transfer the funds from your trust to your operating account to collect before year end.

Year In Review: How Profitable Was Your Firm?

Let’s not forget: law firms are businesses. One of the most important things you can do at the end of the year is measure your firm’s profitability. It sounds simple, but for many law firms it’s an intimidating idea. It actually breaks downs quite simply: measure your hard and soft costs against the amount you earned on average across your client list. In short, you want to measure your total costs versus your total revenue.

First, track and analyze your firm’s hard expenses, such as marketing. The more granular you can get the better. Can you measure what you spent to obtain clients in a specific practice area versus the amount you collected for that specific practice area? Doing so may help you identify valuable patterns like practice areas that may be performing better than others or particular billers that have a higher collection rate than others.

Next you should analyze your soft costs and overhead expenses. Are there areas where you can cut costs? One of the most underlooked areas is what your firm is paying in total software costs. Monthly SaaS fees for multiple pieces of software can add up. Choosing an all-in-one practice management solution could streamline your tools and lower your costs significantly.

Once you’ve got the data you need, you should assess whether your rates are adequate to cover your costs or if you should consider a rate increase. You may feel guilty or anxious at the thought of contacting clients if you decide to raise your rates, but doing so every few years is necessary to keep up with inflation and make sure that your firm continues to grow profitability.

Show Gratitude: Clients, Referral Sources, Vendors

There is no time like the present to let your most valued partners know how much you appreciate them, and doing so can go a long way. In today’s competitive landscape it’s important to remind clients that you’re grateful for their business and look forward to continued success in the new year.

If your firm relies on referrals or specific marketing channels or vendors for new or repeat business, let them know you care. It may be as easy as sending a heartfelt email or picking up the phone to check in. Even without a budget in place, something as simply as a handwritten note is enough. If you have a budget to allocate it’s always a great idea to send clients or partners personalized firm swag. If you didn’t give yourself enough time to get some company swag made and delivered, don’t worry. Show your gratitude by sending a bottle of wine or a basket of treats. Think of the cost as a 2021 marketing expense.

Planning Ahead: New Hire Roadmap & Marketing Planning

Last but not least, it’s time to plan for growth. If you’ve already looked at your firm’s profitability and found practice areas or referral partner patterns, the rest is easy.

Make a marketing plan to double down on channels and referral sources that are working and look for new marketing opportunities. It may be time to upgrade your firm’s digital presence with a new website or join a new referral group or chapter of your local bar.

You should also make a plan to handle the increased scale when your marketing efforts come to fruition: what is your next critical hire? Do you want to optimize for a specific profile of billable attorney or maybe you should bring on a new partner to open up opportunities in a profitable practice area. 2021 has endless possibilities and you should plan accordingly.

Bringing It All Together

As we close the books on another year (literally and figuratively) it’s all about taking stock of where you’re at, making up for any deficits as quickly as possible, looking for quick wins to close out strong, and setting yourself up for the successful year ahead. By following these seven tips, you can close out your year better than ever and help your firm get set up for healthy habits and increased profitability in the new year.

© Copyright 2020 PracticePanther
For more, visit the NLR Law Office Management section.

Law Firm Marketing Professionals Face High Levels of Stress, Pandemic Pressures, and Lack of Respect: Report

Law firm marketing and business development staff are stressed-out and the COVID-19 pandemic has only ratcheted up the pressure, the 2020 Legal Marketing Mental Wellness Report published by fSquared Marketing, a consultancy that specializes in working with law firms, shows.

In a survey of 400+ law firm marketing and business professionals, 96% agreed there is significant stress in the legal marketing field. 71% reported often feeling overwhelmed at work and 79% said that their work-related stress had increased during the pandemic.

“Legal marketers have seen their workloads increase this year, as they maintain firm communications and respond to the challenges of this crisis,” observes Lynn Foley, CEO of fSquared Marketing. “They are working hard to ensure their firms are providing timely updates, maintaining strong relationships with clients, and adapting to remote working and new communication channels such as webinar presentations and virtual conferences. At the same time, many professionals have had the threat of layoffs hanging over their heads or seen their marketing budgets slashed and projects put on hold.”

“During this time of COVID-19, they furloughed my co-coordinator. The amount of work in the department has not changed so I have taken on all her work as well.” one respondent to the survey said. “…They also reduced my pay. I am happy I still have a job, but I feel like my work product has suffered and my stress level has skyrocketed.”

Legal Marketing is a demanding profession, even in less difficult times. In 2019, fSquared Marketing ran a similar survey that illuminated many of the issues which re-emerged in the 2020 report including overwork, a lack of respect and a lack of understanding of the marketer’s role by lawyers.

“The 2020 report builds on our team’s previous research,” says Foley. “We expanded the survey this year and– in partnership with the Legal Marketing Association (LMA)—we were able to more than double the number of responses collected.”

Stress is Impacting the Health and Wellness of Staff

It’s widely recognized that there is a mental health crisis in the legal industry. A landmark 2016 study by the ABA and the Hazelden Betty Ford Foundation found that 36% of lawyers qualified as problem drinkers and 28% report mild or higher depression symptoms. Through initiatives such as The National Task Force on Lawyer Well-Being and ABA Commission on Lawyer Assistance Programs and increased media attention, the industry is starting to take this issue seriously and take steps to improve itself.

Yet law firm professionals have often been overlooked. As this 2020 report makes clear, marketing and business professionals at law firms are also under considerable levels of stress. Nearly 80% of respondents said that their stress, on a scale of 1-10, was a 7 or higher. And 67% said that stress was negatively impacting their ability to concentrate on the task at hand. 63% of respondents said that stress from work was affecting the quality of their sleep and 48% said that stress from work gave them psychosomatic symptoms such as headaches or stomach pain.

“Overwork is part of the problem,” notes Foley, “but this report also reveals compounding factors, such as a lack of understanding of the marketer’s role and, in too many cases, a lack of respect from lawyers.”

Marketers Dismissed as “Non-Lawyers” But Still Essential

Many respondents pointed to a divide between the lawyers and law firm professionals, often dismissively labelled as “non-lawyers”, as a source of stress. 67% of respondents said that lawyers do not understand their role or the work they perform. 40% agreed with the statement: “There is a lack of respect for me/my role by the lawyers”.

“Most of the stress I experience comes from feeling like the lawyers won’t let/don’t trust me to do my job,” said one respondent.

Another respondent said: “I don’t see how lawyers who don’t even value my contribution to the firm would ever value my mental health.”

At the same time, Marketing professionals are well aware of the value they bring to the table: 93% felt that they “have an important role to play at their firm”.

Legal Marketing Might Be More Stressful Than Marketing in Other Industries

Of those respondents who had previously held marketing positions in other industries, 72% felt that marketing in legal was more stressful.

Marketers who worked in-house at a law firm were more likely to report feeling overwhelmed and disrespected than external marketing consultants with law firm clients.  Not surprisingly, in-house marketers also reported lower levels of job satisfaction than their external counterparts.

Taken together, this indicates that there are factors endemic to law firms that increase workplace stress. Several respondents pointed to a culture of perfection, the rigidly hierarchical nature of most firms, and the billable-hour model as culprits. “This job is custom-built for stress,” noted one respondent.

“We work at the request of lawyers, who don’t think about marketing or business development during the work day. Therefore, they contact us after the work day.  So by definition, our work needs to be completed after hours and on weekends.  Holidays are nonexistent. PTO is nonexistent. All that exists is a gigantic, gaping maw of legal work that needs to be done.  There is no escape.”

Skills Training the Most Requested Type of Law Firm Support

Access to training was the number one resource that legal marketers thought would help them to alleviate stress. 79% of respondents said that access to marketing/business development/technical training would help them to limit their stress.

Training was seen as more useful for managing stress than access to mental health professionals and mindfulness coaching. Access to external marketing resources to provide assistance on a project basis was seen as the second most useful form of law firm support for mental wellness and stress management.

“Marketing is a fast-changing field and it can be challenging to stay on top of new tech, changing client expectations, and methods,” notes Foley. “Law firms that provide their professionals with regular access to high-quality training will help their marketers to manage the pressures of the job while also empowering them to deliver meaningful results for their firm.”

Towards a Better Model

Research in workplace psychology has consistently found that employees perform to their highest potential when they feel respected, challenged but not overwhelmed, and valued for their contributions.

COVID-19 will continue to send shockwaves through the economy at large with implications for the legal market. Law firms that foster resilient, supportive cultures have an advantage in weathering downturns and periods of turmoil and emerging from the other side of the pandemic in a dominant market position.

“I know from firsthand experience how stressful it can be to work in-house at a law firm,” notes Foley. “This is always going to be a demanding profession within a high-pressure industry, but incivility and burnout benefit no one. This report shows how widespread these issues are in our industry. But they aren’t universal, and that is a cause for hope. Many law firms have fostered cultures of work-life balance and mutual respect. It’s possible and demonstrably profitable to ensure that law firm professionals feel understood, included, and valued for their contributions.”

© Copyright 2020 fSquared Marketing
For more articles on the legal industry, visit the National Law Review Law Office Management section.

Leveraging Technology to Meet Your Marketing Needs During COVID-19

Technology plays a vital role in our everyday lives and has vastly improved the way we communicate to friends, family, and colleagues alike. During these unprecedented times, technology has played an even greater role, including using it for law firm marketing efforts. While a pandemic has certainly ceased much of our normal lives, below are four ways you can use technology to keep your marketing and public relations efforts alive.

Live Stream on Social

Many social media platforms, such as Twitter, Facebook, and Instagram feature a live stream option, allowing users to broadcast directly from their home in real time. A great way to use this tool is to host Q&A sessions to discuss trending topics related to your practice area. Consider promoting the Q&A 2 to 3 weeks prior and allow people the option to submit questions ahead of time via direct message or email.

Webinars

Since most states have implemented stay-at-home orders, nearly every in-person event has been cancelled for the foreseeable future. However, that doesn’t mean presentations, seminars, or lectures aren’t possible to conduct. One of the main benefits of hosting a webinar is the ability to present from wherever and have your attendees tune-in from anywhere. Use this opportunity to adapt your presentation to be more visually appealing to a broader audience and incorporate a few real-life examples to keep your audience engaged. Be sure to also promote your webinar 2 to 3 weeks prior to maximize attendance. Additionally, for lawyer-attended webinars, consider getting your presentation CLE-certified as an added incentive for lawyers to fulfill their required CLE hours.

Newsletters & Email Blasts

If you have an up-to-date contact list, distribute a newsletter or email blast detailing how your company is helping those affected by COVID-19. This is a great way to communicate with your network and offer valuable information. Additionally, by using distribution platforms such as MailChimp and Constant Contact, you can view your newsletter/email blast’s performance analytics, including how many people viewed your content and which links were clicked the most. If you don’t have an up-to-date contact list, use this time to create or update one.

Google Analytics

 This free feature offered by the search engine giant allows users to collect website traffic information and identify the number of unique monthly visitors, among other data. Since Google Analytics tracks data in real time, you’re consistently informed of how your website is performing against your competitors. You can also generate weekly reports to pinpoint relevant keywords and search terms embedded in your URLs that drive people to your site. With this information, you can better understand the behavior of your customers, and update text or content on the backend of your website to improve your ability to reach your target audience.

© 2020 Berbay Marketing & Public Relations

For more marketing for law firms, see the Law Office Management section on the National Law Review.

Debunking Five Business Development Myths to Help You Achieve Success

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

© Copyright 2008-2020, Jaffe Associates

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

13 Signs It Is Time to Hire an Outside Marketing Professional

Marketing is the backbone of your law firm’s growth. Think of it this way: a bad attorney can still drum up a substantial amount of business with an impressive marketing plan, but an excellent attorney’s skills will not save them from a weak or nonexistent marketing plan. If you are wondering if you have outgrown your current marketing plan, look for these signs that you need an outside professional.

1. Marketing Takes Up More Than 15 Minutes of Your Billable Time

As an attorney, you should spend most of your time doing what you do best. If you spend more than 15 minutes per day writing and scheduling tweets, checking marketing metrics, or optimizing your blog posts, you are wasting time that should be spent researching, meeting with clients, or preparing for court. Outsource these tasks to a professional.

2. Your Returns Have Plateaued

Seeing big returns on your law firm’s marketing efforts is exciting, which is why plateaus are so disappointing. Without in-depth marketing education and experience, you are unlikely to know what it takes to overcome those plateaus. And while there is a wealth of online information on how to do it yourself, it is a better use of your time and skill to involve a professional consultant that can highlight new ways to bring in potential clients.

3. You Want to Take Your Marketing to the Next Level

No matter how brilliant and creative you are when it comes to selling yourself and your practice, you would be amazed at the opportunities and ideas that a professional can bring to the table. Whether it is identifying a potential sub-market that could grow your law firm, or developing new branding ideas that speak to a different demographic than your typical client, an outside marketing consultant can enhance your current strategy and increase your return on investment.

4. A Big Change or Event is Approaching

An important event or big change in your firm is a massive marketing opportunity, but can also be a massive source of stress. With so many small details to consider, as well as pressure for the event to be successful, a holistic marketing company can provide you with wrap-around support for your event. Not only can they show you the best ways to market your event, but may also offer event planning services, subcontractor management, and even discounted purchasing on your behalf.

5. Your In-House Team Has Become Complacent

In-house marketing teams can work as well-oiled machines, properly allocating their efforts across different team members and projects. In some cases, though, they become complacent and stop giving your firm the time and effort necessary to bring in new clients. Instead of trying to motivate a team that has lost passion for seeing your law firm succeed, consider adding an outside marketing eye to your mix. Often legal marketing consultants offer hourly consultation rates that are perfect for when you simply want a fresh perspective and a new direction without a long-term commitment.

6. You Are Striking Out on Your Own

Starting your own law firm is a significant accomplishment. Avoid the trap of saving money by engaging in DIY marketing. Although it may seem like a good way to cut costs at the outset, shoddy marketing and tone-deaf messaging can actually do far more financial damage than the amount you might save. From logo design and business cards to innovative pay-per-click campaigns and social media marketing, it is better to start out on the right foot with a solid marketing team or consultant that can give you a solid foundation for the future.

7. Circumstances Call for Rebranding

No one is perfect, and every law firm has had its fair share of blunders. However, when a huge mistake smears your name and causes any Google search of your firm to reflect poorly on your brand, it is time to call in a professional legal marketer. They can help mitigate reviews, consult on best next steps, and develop a re-branding strategy that can save your business before negative press starts affecting your bottom line.

8. You Do Not Have Time to Pursue Further Credentialing

In the legal world, reputation is key to success. For many lawyers, this means participation in cause marketing, leadership in relevant associations, and pursuing awards and credentialing opportunities. Unfortunately, not every lawyer has the time, means, or energy to research these opportunities and develop them. A good outside marketing consultant will be able to review your experience and professional strengths and use them to find appropriate places for you to speak, guest author, and submit yourself for public recognition for the good that you do.

9. You Want Help Understanding Your Marketing Analytics

Whether you work with an in-house marketing team or do your own law firm marketing, detailed analysis is a vital part of knowing what is working with your marketing strategy. This can become very frustrating, especially if you are receiving or running reports that you do not understand. Instead of trying to give yourself a full marketing education, turn them over to a specialist. An outside legal marketing consultant can review your analytics with you, highlight the areas that are meeting expectations and give suggestions on how to improve those areas that are slow.

10. Blog Upkeep is Getting Away From You

Companies with blogs get, on average, 67% more leads than companies without blogs, according to Demand Metric. It is not enough to create a new post whenever your schedule allows; blogging has to be a scheduled and highly prioritized part of your marketing plan. If your updates are becoming more and more infrequent, a marketing specialist can create a content calendar and even help you hire a ghostwriter to ensure that the posts keep coming.

11. Your Presentation and Publication Schedule Is No Longer Manageable

If you are not on top of your presentation and publication schedule, a marketing specialist can help you organize, prepare for, and promote these important parts of your marketing strategy. Remember, every presentation you make and every publication you produce is a chance to reach new clients. It makes sense to hire someone who knows how to best identify new avenues for this kind of credentialing and can take the time to ensure that everything is in order so that you are set up for success with no stress on your part.

12. Client Prospects Are Drying Up

Every law firm has slower spells and busy times. Still, if you are noticing a downward trend, it is time to analyze whether it is a normal dip in activity or a problem with some element of your marketing plan. If you have already exhausted your current networking and marketing efforts but business is still not picking up, a marketing professional can give some much needed insight.

13. Your Online Properties Are Out-of-Date or Poorly Managed

Your image is everything. Attorney websites with broken links, attorney bios that have not been updated in years, and abandoned blogs can lead clients to think you are no longer practicing. Hire a marketing specialist to consolidate online properties and manage their upkeep.

Choosing the right marketing expert can breathe new life into your client prospects and take your success to the next level. With the right support, your law firm can be flexible and relevant, able to identify new opportunities that will keep your law firm growing into a legacy worth having.

© 2020 Denver Legal Marketing LLC

For more on marketing for law firms, see the National Law Review Law Office Management section.

How to Get Loyal Clients

For the purpose of running a successful law practice, all clients are not created equal. As a lawyer, a critical element to running a fruitful practice is managing your time in an efficient manner. How and where you invest your time can make all the difference.

As a history buff, I love thinking about government, war, and political change what discussing topics that are relevant in business today. The Declaration of Independence states “all men are created equal.” While this may apply to how we treat others with respect and dignity, we can choose to be more selective with whom we invest our valuable time with.

Invest in Clients Who Have Already Invested in You

Imagine you’re standing in front of an apple tree teeming with fresh apples. Some of these apples are literally right in front of your face, while others are way up high in the tree. For the sake of efficiency, which apples would you select? The lower apples may seem like an obvious choice. And yet, many attorneys are still climbing ladders for those elevated apples. When discussing low hanging fruit with my attorney clients, I always start with a discussion of their existing clients. Our goal is to uncover opportunities, which will produce the highest possible value for the time invested.

As we all know, before you can begin selecting apples you must first plant the seeds and water the trees. As this relates to leveraging existing clients, there is a myth that must be eradicated first. The myth is simple; if you service your client properly, they will be loyal to you. If you believe this for even a moment, welcome back to the ‘80s!

Learn How to Develop Client Loyalty with Intent

Times have changed and so must you in the way you manage your client relationships. Statistically, it’s six times more work and energy to find a new client rather than to keep an existing one. That being said, we all have to step up our game to insure that client loyalty is developed with intent. One of the best ways to accomplish this is to develop a client retention and loyalty plan.

3 Steps to Plan for Client Retention and Loyalty

Before groaning at the idea of writing a plan, I assure you this shouldn’t take more than an hour to accomplish and can make the difference between success and failure in maintaining and building your law practice. Here are the three important elements of a client retention and loyalty plan:

Step 1: Rank Your Clients in a List

Develop a list of your key clients and rank them as an “A, B or C” client. As I stated earlier, all clients are not created equal, so be careful in how you rate these folks. I suggest three qualifiers for determining what makes up an “A, B or C” client.

Ask yourself the following questions about each client — and be honest.

  • How good is my relationship?
  • Can I develop and expand this relationship?
  • Are we friends socially or is our relationship more transactional in nature?
  • Does the client call me for general business advice or just about the deals?
  • Have I helped my client in ways beyond providing legal advice?

Next, try to determine how much opportunity the client has to grow or how connected this client may be.

  • Does the client have a solid network of decision makers that she can introduce me to?
  • Is the client’s company growing and expanding?
  • Are there opportunities to cross-market and share work with my partners?

The last factor in determining who to invest the most time with relates directly to the amount each client has invested with you and if you like or dislike this client.

  • Does this client invest a significant amount of dollars with you or did they invest almost nothing a few years ago?
  • Was this client a complete nightmare to deal with?
  • Did the client cost my firm money due to poor follow-through?
  • Did the client continually question and argue my rate?

Based on these three factors and any others that you believe to be important, invest 20 minutes to create a master list of your top A, B and C clients so that you can move on with step two of this plan.

Step 2: Use the Ranked List to Determine Which Clients to Invest In

Develop a list of contact and relationship building points to help ensure that we are investing the right amount of time with the right clients. Based on their ranking, you are going to do more for the higher-ranked clients and less for the lower-ranked clients. To be clear, if you have a “B” that you want to make an “A” then be sure to increase the amount of touch points with that specific client.

Here are a few examples of different touch points that you can use to develop stronger and stickier relationships:

  • Schedule a lunch or coffee meeting with your client.
  • Go out for drinks and get to know one another better.
  • Send a card on her birthday and for the holidays.
  • Take your client to a game or concert. (It’s important to know what she’s into.)
  • Call your client to see how you can help her business.
  • Email or call your client to congratulate her on something she’s accomplished professionally or personally.
  • Email your client with an article that is relevant to her business. (You can use RSS feeds for this.)
  • Invite your client to a firm event or another high level networking event.
  • Be a resource for your client. Find her a new vendor, strategic partner or an actual new client.

Use these ideas as a guideline to create your “A” column, where a number of these type activities would be used. The “B’s” would receive less contact and the “C’s” less again. For example, you might want to have lunch with your “A” clients four times a year, call each one monthly, email each one monthly and find a solid contact for her twice a year. Again, the “B” clients would get less of your attention and time, unless you want to make that client an “A-lister.”

These are just a few of the many things you can do to stay in constant contact and help ensure longevity with your clients. The side effect of this activity will be to open up more doors for additional business and much needed referrals. The stronger the relationship becomes, the less likely it is that a client will leave over price and the more open to referrals she will become.

Step 3: Make Time to Communicate with Your Clients

While it’s great to set up a plan like this, it’s not worth the paper it’s written on if you don’t implement it. My best suggestion here is to find 30 to 60 minutes a week and schedule time as “client loyalty and development time.” Without making the time and setting it aside, it will never happen for you.

There will always be work and distractions keeping you from this important task. Look at your calendar and find a spot weekly where you are least likely to be distracted or busy. You can even do some of this work on the train, in the evenings or on the weekends.

Develop Client Relationships to Retain Clients

What is a better use of your valuable time: choosing between retaining and developing relationships that already exist and have high potential for growth OR attending local networking events to essentially meet groups of strangers?

Though there is value in both activities, investing time with people who already know, like, and trust you bears fruit much more quickly.

© Copyright 2020 PracticePanther

ARTICLE BY Practice Panther.
For more on legal client management, see the Law Office Management section of the National Law Review.

Law Firms Are Increasingly Using Case Studies to Build Client Trust

Case studies are one of the most powerful forms of marketing communication.  This is hardly a controversial stance; a survey of 600 marketers by the B2B Technology Marketing Group found that case studies were viewed as “the most effective tactic and format”. But while they are widely deployed in the tech industry, case studies are far less common in legal.

That’s changing, as more law firms realize the immense potential. For this reason, case studies were included in the “2020 Legal Marketing Trends Report”, which identifies the year’s most significant developments.

There are many differences between marketing a SaaS platform and marketing a law firm, of course, but let’s look at the commonalities. In both industries, marketers need to demonstrate that a service solves a problem. They need to articulate an approach and show how this provides value to clients.

Too many law firms expend all their efforts telling prospective clients why they are great. Case studies show why a firm is the best choice. They go beyond vague claims about “client service” to show what that looks like in action. They offer concrete evidence that a firm has what it takes to solve complex problems and they do so in the form of a compelling narrative with a problem, a cast of admirable characters, and a resolution.

Why has the legal industry been so slow to embrace case studies? Client confidentiality is a real concern. But often this barrier is less absolute than imagined. Ask your clients—you might be surprised how many are willing to speak openly about their experience with your firm.

It is interesting that law firms, which are built on the expertise of their people, tend to avoid telling stories and putting a human face to their marketing. You can often find more emotive storytelling from a financial tech company than from a corporate law firm. Part of this is the legal industry’s aversion to risk and the widespread belief that it’s better to be safe and boring than flashy and gimmicky.

The truth, however, is that people are expecting more concrete information from the companies and firms they interact with. The internet has trained us to check reviews, rating, testimonials, and case studies before making purchasing decisions. We no longer accept marketing claims at face value. Instead, we look for social validation.

Purchasing legal services is not the same as filling up a shopping cart on Amazon, of course. It’s far higher stakes. This means that social validation and concrete evidence are even more important.

In 2020, we’ll see more firms investing in video case studies. Video production is costly and some firms will have sticker-shock. But others will see the value in investing in core marketing content that can be repurposed for blog posts, newsletters, advertisements, podcasts, pitches, and proposals.

To choose your firm, clients need to know you and they need to trust you. Trust begins with a good story.

© Copyright 2020 fSquared Marketing

For more on building law firm client trust, see the National Law Review Law Office Management section.

Brand Storytelling for Lawyers

Creating a narrative is vital as an attorney. Just as you want to lead your potential jurors or a judge to the kinds of emotional conclusions that will drive the right kind of verdict or settlement, you need to guide your potential clients on their understanding of how your brand was formed. Brand storytelling is the perfect vehicle to connect outsiders with your successes, your story, and your law firm’s core values.

What is Brand Storytelling for Law Firms and Why Do You Need It? 

Brand storytelling blends natural creativity with marketing efforts, establishing a marketing tool that helps firms foster more genuine connections with clients and write a narrative that people remember. As an attorney, you can use this technique to draw in new clients and increase client retention.

Build Emotional Connection

Brand storytelling gives potential clients a way to become engaged with your brand in a personal way—a necessity amongst younger demographics like Millennials and Gen X.

A recent study from Cone Communications shows that 87% of consumers would purchase a product based on values alone. Brand storytelling allows these potential clients to see your law firm as “standing for something” and shows the human side of a brand.

Create a Marketing Foundation 

Storytelling is also a flexible marketing tool. Once you have shaped your brand’s narrative and started utilizing it, you can continue using the dialogue you build with your brand story to engage with people in different ways. Consider engaging through social media to strengthen the connection you have started to create. You can also use the narrative you have crafted to guide content marketing strategies, increase traffic to your web properties, and ultimately improve conversions. For example, a multi-part series produced by a law firm may boost traffic and encourage community engagement with your brand.

Hone Your Core Values

When people choose a law firm for legal services, they want to know that they are part of something that is both bigger than themselves and aligned with their core values. In the process of creating a cohesive narrative about your law firm’s brand and how it has come to be, you have the opportunity to really hone in on those core values—and core clients—that are most attractive for your law firm.

Consider Apple, which has developed a commercial campaign showing its users changing the world and finding their own paths (and using their products along the way). The company has developed a reputation as an innovator and now uses that reputation to frame its customers’ stories in a similar light. By using a similar strategy, you can reinforce your own competence and abilities while still making your clients the focus of your marketing efforts. A good example for a consumer based practice would be the showcasing the journey that a family law attorney helps their client on before, during, and after their divorce.

Key Questions for Developing Your Law Firm’s Story

Writing your story and editing it to suit your audience is a powerful way to change how you market yourself and shape perception of your brand. There are three key questions to consider when you are developing your law firm’s story.

What are Your Goals? 

Although any type of legal marketing has the goal of building your law firm, the reason for presenting your brand story when and how you choose to will depend on the specific goals for doing so. If your firm is experiencing rapid growth, your brand story might be a reflection on successes and celebration of upcoming high-profile projects. If you are in the midst of a rebranding campaign, you may want to change public perception about your brand or give your firm a metaphorical “face lift.” By defining the ideal outcome of your storytelling efforts, you can determine whether or not it is an effective tool for your brand.

What is Your Emotional Hook?

An emotional hook speaks to the character and vision of your law firm’s brand while encouraging visitors to dig deeper and learn more. Explore client feedback to find out how your services have made their lives easier. If you’re an employment attorney, you may find that clients feel supported and validated with you as their attorney. Those working in bankruptcy law may speak to the overwhelming relief their clients feel once they are free of their debt. Always acknowledge the strong emotions your legal services bring out in people. A quarterly case review is an excellent way to find out which cases reflect your core values and drive your brand growth.

How Can You Tell the Most Compelling Brand Story? 

Whether you choose a three-act structure, a compare-and-contrast model, or even tell your story backwards, every brand story should include a few key items: the background of your business, the “characters” that drive the action of your story, the challenges that you and your law firm have faced, and the failures and ultimate successes you have earned. Then, explore the role your brand will have in your community as the years pass, how the brand will evolve and give back, and how clients will benefit.

Storytelling marks a major shift in how law firms big and small are making a name for themselves in the world. Social media and digital technology make pushing this aspect of your marketing out as easy as ever. By telling your firm’s brand’s story in an honest and approachable way, you can show current clients that they made the right choice and win over your future clients.

© 2020 Denver Legal Marketing LLC