Marketing Channels

Marketing Channels Articles

• Using Community Message Boards for Legal Marketing

  Participation in online community discussion can be a beneficial activity for lawyers.

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• Turn Technology into a Competitive Marketing Advantage

  The good news is that rainmaking will always require good, old-fashioned human relationships. The better news is that technology offers new tools that make marketing easier, faster, more effective, less expensive, and more.

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• How to Create an Effective Law Firm Web Presence

  Most first generation law firm websites are primarily attractive firm brochures and have little or no interactive functionality. However, as law firms come to realize that most of their clients and potential clients use the Internet to research firms and evaluate legal counsel, there has been a substantial increase in the level of sophistication and interactive features used on law firm websites.

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• How to Ask for a Referral to Your Law Firm

  Referrals are a great source of new business. In fact, other than getting more work from existing clients, they are the best source of new business.

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• CAN-Spam Summary For Law Marketing

  While unsolicited commercial e-mail is still legal under the this Federal law, you must follow five rules to keep your outbound marketing messages above the board. What follows is a brief summary of the transmission rules.

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• Top Ten Usability Tips for Your Law Firm Website

  The art of designing a website to create a positive experience for your website visitors is known as "usability." Usability is the glue that holds together Web-based client development - it's after the advertising and the search engine optimization, but before the collateral, client meetings, and retainers. Here are ten tips to improve your Web site usability.

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• Avoid These Horrors of Bad Law Firm Website Design

  This articles addresses some common mistakes that define bad web design.

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• Using Search Engine Marketing (SEM) to Your Advantage

  Here's one thing that Internet users - from Web shoppers to blog readers to prospective clients of your law firm - have in common: Their home base while they're online most likely is their favorite search engine.

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• Use Traffic Reports for SEO and Marketing Success

  For marketers, one of the beauties of the World Wide Web is the ability to evaluate success at a level higher than almost any other type of initiative. Yet, I am continually amazed by how few people take full advantage of this. How often do you look at your law firm's web site traffic report, and how big a role does it play in your ongoing development and strategy?

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• Use Industrial Strength Law Marketing

  One of the most important points of information that a law firm can put on its Web site is a list of industries it serves. Industry experience is one of the first things that corporate executives and in-house counsel look for. They want to know if your lawyers are familiar with the trends affecting their business, and smart law firms put this information right up front.

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• Finding Your Motivation for Marketing

  Recently, I was speaking with a client who seemed stuck in his marketing efforts. He had a clearly articulated plan for growing his business that he was enthusiastic about. And yet, week after week, he hadn't taken much action to implement the plan.

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• Using Your Law Firm Website to Enhance Client Services

  Many law firm websites are little more than static brochures providing general information about the firm and attorneys. As Web technology evolves, more firms are enhancing client relationships and attracting new clients via the Web by using their sites to exchange information with clients and potential clients. Firms that are not maximizing their Web presence run the risk of losing existing and potential clients to other law firms that are effectively using new technology.

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• Maximizing Potential of Bylined Articles Before Writing

  Article writing is an important business development tool. But to obtain the most value from an investment of time and money in writing bylined articles, lawyers should take a number of steps before the writing actually begins.

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• Law Firm Websites That Work

  In addition to optimizing your website to ensure a top-ten result in the search engines, your firm may also want to use these Internet marketing techniques.

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• How to Make Your Law Firm Web Presence More Effective

  If you are one of the many attorneys who say that your firm does not benefit from its Web presence, I have some bad news: you are doing something wrong.

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• Questions to Ask Before Asking for Law Firm Business

  Imagine you're sitting across the table from a potential client you'd like to work with. The right place to start is by uncovering the client's needs. The question is, how do you go about uncovering those needs?

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• SEO Your Law Firm Website with Keywords

  How can your law firm stand out online and connect with more potential clients?

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• Six Steps to Effectively Cross Sell in Law Firms

  One of the greatest myths in law firm marketing is that your partners will be eager to cross-sell you just because they're your "partners." The fact is that they aren't.

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• Ten Ways To Improve Your Search Engine Ranking

  The art of ensuring that your website shows up high in the rankings of search engines is known as "search engine optimization," or "SEO" for short. SEO is a constantly evolving battle between search engines and websites. Here are ten tips to improve your website's SEO.

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• Top Ten SEO Myths of Law Marketing

  Find out what the top ten myths are about search engine optimization (SEO) and why it matters for your law firm website.

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• Law Firm Business Development: Ask Don’t Tell

  When I ask clients what their biggest challenge in business development is, they commonly say, "Asking for business." And yet, when they are trying to land a new client, they forget about the "asking" part and focus on the "pitching" part.

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• Developing Markets In a Shrinking World

  Walt Disney didn't know what he started. Long before the era of faxes, on-line bulletin board systems and the Concorde, an attraction at his theme park had dolls dressed in costumes from many lands singing "It's a Small World." With the advent of new technologies and changes in the global market, a more timely phrase can now be coined:It's an even smaller business world.

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• Can a Law Firm Be Too Visible on the Internet?

  Since the Internet has become the most readily accessible source of the widest range of information in a relatively short period of time, businesses of all sorts have sought to capitalize on its popularity.

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• Beyond Brochures: Marketing Through Print Advertising

  Although advertising hasn't yet entirely shed its stigma within the legal community,the practice has begun to gain acceptance with some of the buttoned-down partners who oversee large-firm marketing budgets, which nowadays can reach $1 million or more.

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• Award Winning Brochures and Marketing Collateral

  The key to effective print collateral is to find the happy medium between a gold-plated novel about your firm and a one-page photocopy. Here are a few tips to help you along the way.

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• Get Publicity with an Ongoing Column in a Publication

  Editors don't often invite writers to submit columns because they usually receive enough unsolicited submissions. Still, most editors are open to looking at what you offer because they always want to publish better information that interests their readers.

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• Domain Names Critical to Law Firm Web Sites

  Thousands of law firms have launched web sites, and the number continues to grow rapidly. Many of the National Law Journal 250 largest U.S. firms have created sites, or at least reserved domain names. Selecting a domain name is a critical first step in launching a site.

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• Ten Ways Internet Marketing Has Changed Since The 1990s

  These days, Internet marketing means a lot more that it did a few years ago. Web design, advertising, extranets, public relations, search engine optimization -- online marketing requires careful planning and execution. Here are ten ways online marketing has changed as the Internet has matured, and how your firm could be affected.

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• Who To Bring To Your Next Marketing Pitch

  When three clients raise the same issue in one week, it goes on my "hot topics" list as one that's likely faced by most of my readers as well. Have you wondered how many people you should bring with you to an upcoming marketing meeting? Recently, three different clients faced this question as they followed up with a potential client. The details varied.

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• Law Firm Marketing: What Are Friends For Anyway?

  Reluctance to ask a friend for business typically boils down to a concern that by mixing business with friendship, it will spoil the friendship. The remedy for this dilemma is two-fold and found half in mindset and half in tactics.

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• It May Be Time for a New Law Marketing Strategy

  You don't change your horse mid-race is good advice for jockeys, but perhaps not as good for lawyers looking to take their practices to the next level. As you move through the course of your career, you may "outgrow" marketing activities that served you well in the beginning.

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• Learn To Say No When Investing Marketing Spend

  Psychologists say that women have a tough time saying no. This can be a real problem when it comes to business development.

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• What You Should Do When You Lose A Marketing Pitch

  One of my sons is a very good soccer player. He's competitive (like most lawyers), and hates to lose (like all lawyers). When he does lose, I try to get him out of his post-game malaise by reminding him that, "We learn much more from our failures than we do from our successes."

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• Don’t Mistake Lawyer Marketing Activity for Effectiveness

  Last week, a lawyer called to inquire about my services. She was frustrated because she'd spent the last year actively marketing herself and those activities had produced little new business. She wondered what she was doing wrong.

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• Adventures with Foreign Domain Names

  In addition to obtaining an Internet domain name registration in one of the generic Top-Level Domains (gTLDs), such as .com, .net, and .org, a company can obtain domain name registrations in national (or country code) Top-Level Domains (ccTLDs) and their subdomains.

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• Law Firm Marketing: What’s Your Answer to “What’s New?”

  Did you know that the question, "What's new?" is actually a marketing opportunity in disguise?

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• On the Edge of Client Feedback

  Do clients really want to be asked? Do they really want to tell you how they feel about your firm, its lawyers and its services? Or are they tired of being surveyed by law firms and other service providers?

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• Marketing Your Law Practice in a Recession

  In this nervous economy, it's important to rethink (and revise if necessary), your personal marketing strategy.

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• Making the Most of Networking Events

  How can you make the most of networking events? Here are nine tips for transforming networking events into a business development tool.

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• How to Evaluate Web Developers

  Selecting a Web site developer can be a daunting task. The following Web Site Developer Evaluation Sheet will assist firms when making this important decision.

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• Focus Marketing Efforts on High Potential Opportunities

  Learn about 11 questions to ask yourself to determine if a prospective client is a "high potential" opportunity.
  

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• Effective ROI Measurement for Law Firm Marketing

  Take a step back and look at your marketing strategy. Are you getting good value for your marketing dollar?

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• Women Attorneys Finding Ways to Boost Their Network

  "According to research, the most successful women have broad and strong connections not only within their networks, but especially outside of their organizations, as well as social and professional networks."

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• The Ethics of Online Client Development White Paper

  By meeting the ethical guidelines that apply to the online information your law firm disseminates, you can protect your law firm's reputation, prevent it from running afoul of the state ethics committee -- and make the most of the client development opportunities that are available to law firms online.

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• 6 Steps to Building Your First Small Law Firm Website

  If you are just getting around to developing your practice's first web site, welcome to 1998! Actually, it is never too late to get started. A solid and professional web presence is as expected as having a fax machine, or a telephone for that matter. It does not involve rocket science, just a few hours and a few bucks. Here are some (subjective!) steps and considerations to help get you on your way.

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• How To Build Your Reputation with Law Firm Partners

  During a recent conversation with a client, she expressed frustration that no one at her firm seemed to know anything about a recent excellent result she'd produced for one of the firm's major clients.

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• Protecting Your IP from Domain Name Typosquatters

  Hijacking of domain names is an ongoing problem faced by companies.

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