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For years, large firms have offered webinars directly to clients and prospects on the topics they want to promote. Now in 2021 everyone in the legal field has a virtual platform, so firms of all sizes can jump in and offer webinars on topics that highlight their firms’ practice areas. During 2020 the Oberman Law Firm, a five-lawyer firm in Georgia was unable to handle all the calls they were receiving from their medical industry clients, so they started doing virtual seminars. Stuart Oberman said he “never knew that webinars for a firm of our size could be utilized and instrumental as a client informational platform, and also as an industry client development and marketing tool.” He stressed they, “had to learn very quickly and on the fly,” to become, “the go to firm for their clients and specific practice areas.” They conducted 16 seminars and ended up with a stellar 2020.
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What ALM Reporters and Editors Expect From Law Firms and PR Pros in 2021: Part I
By Gina Rubel
Part I of this series looks at what veteran legal editors want and expect from law firms and PR pros in 2021. Part II will be in the February issue. Part I offers you a head start.
For the New Year, Copy High Growth Firms By Prioritizing Marketing Investment
By Bill Josten
In the chaos of this past year, it is easy to lose sight of long-term priorities for the sake of addressing short-term crises. Firms must be cautious as they re-examine budget priorities to not underestimate the harm that can be caused by failing to consider the long-range damage that can be done to a firm’s brand by cutting back too much on their marketing efforts.
COMPETITIVE INTELLIGENCE: Powering Nonprofits With Research
By Stacy A. Zinken
In a time when many of us are searching for ways to help support others, could we use our research super powers to support nonprofit organizations in their philanthropic work? I think Yes!
MARKETING TECH: Leveraging Data to Drive Innovation in A Post-Pandemic (We Hope) World
By Debra Baker
With a new year and fresh outlook for the future, the time is ripe for legal technologists and innovators to take the delivery of legal services and client experience to the next level. One key is recognizing that successful innovation — be it turning best practices into standard operating procedures, or reinventing the law firm business model altogether — is equal parts mindset, method and message.
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