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Marketing The Law Firm
Best Ways to Expand Key Client Relationships from the Lawyers’ and Firms’ Perspectives
Julie Savarino
Part One of a Two-Part Article
This article defines the specific and best actions lawyers and law firms can take to expand client relationships. This first part includes specific actions individual lawyers can take to expand client relationships.
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Marketing The Law Firm
Five Ways to Maximize Marketing Efforts
Richard Bracken
With every request for external exposure, there is also an assumption that one effort of marketing will result in millions in new revenue. Yet, we all know that the responsibility to implement all marketing initiatives is on the lawyers.
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Marketing The Law Firm
Marketing Tech: Why Should Marketers Care About the Blockchain?
Deborah Dobson
Technology is playing an ever-increasing role in our lives, personally and professionally. One of the emerging technologies that has caught my eye is blockchain.
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Marketing The Law Firm
Competitive Intelligence: Creating a Culture of Intelligence
Patricia Ellard
We hear that clients hate to be cross-sold. However, this does not mean that clients are not interested to be introduced to new colleagues who can provide insight. Rather, cross selling must be thoughtful and tailored to clients’ needs
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Marketing The Law Firm
Sales Speak: Maximize Your Chambers (and other) Rankings
Linda A. Hazelton
While ranking directories are rarely the only tools used to find a firm or lawyer, in-house counsel and CEOs often turn to them as informative research sources. For these reasons alone, preparing materials and references for submission, even though time-consuming, may make sense under the right circumstances.
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Marketing The Law Firm
Farewell, For Now: I’m Cheering You On!
Kimberly Rice
In nearly 30 years as a legal marketing professional, I have seen firsthand so many changes and developments in law firms’ perception and treatment of business development and marketing as a business practice. Here are a few takeaways that I trust will be uplifting as you continue to pave your professional journey in legal marketing.
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Marketing The Law Firm
Lawyers: Being Paid Shouldn’t Be Like Pulling Teeth!
Peter A. Johnson
What Lawyers Can Learn From Dentists
Attorneys have historically let the client lead the payment dance. Lawyers do the work and hope/expect to be paid without waiting too long or discounting the invoice too steeply. Yet, here we are at the beginning of another year with many law firms still waiting anxiously for overdue checks to arrive. Shame on us for letting this happen. What can we do differently?
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Marketing The Law Firm
Sales Speak: The Reason Companies Aren’t Buying Is How Lawyers Are Selling
Eric Dewey
Conventional business development methods ignore an important part of the legal services selling process: the legal services buying process.
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Marketing The Law Firm
Voice of the Client: So Important, It Comes First
Catherine Alman MacDonagh
It is vital to have effective marketing and communications, but if legal and business professionals don’t listen for — and hear — the Voice of the Client, we risk missing the mark in our strategy, messaging and positioning.
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Marketing The Law Firm
Digital Dive: How to Create (at least) Nine Pieces of Content in One Hour
Spencer X. Smith
In just one hour, would it be valuable to have at least nine pieces of content that your lawyer clients may use on your website and on social media?
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Marketing The Law Firm
Planning for the Crisis That Will Strike Your Law Firm
Gina Rubel
Reputation is everything. It only takes one misstep to cause irreparable damage to a law firm and its attorneys. As we get into 2019, it is imperative for law firms to plan for the effective management of myriad incidents that may have an adverse impact on the business of law and the reputation of the firm.
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Marketing The Law Firm
The Confounding Paradox of Marketing Investment for Struggling Law Firms
Bill Josten
“You have to spend money to make money.” Or, so holds the well-worn cliché. For those firms struggling to find meaningful growth in today’s market, where do they find the funds they need to spend in order to spur growth?
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Marketing The Law Firm
Professional Development: 10 Performance Tips for Your Presentation
Sharon Abrahams
Finally, it has happened. You have reached the stage in your career that others want to hear from you and learn what you know in your area of expertise. You have been invited to speak at a conference. What now?
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Marketing The Law Firm
Competitive Intelligence: The Wolf of Law Firms — Sell Me This [Insert Legal Service Here]
Stacy Rowe
While we can’t always create the need; we can work to identfy a need. Clients buy because they have a need or want, and successful salespeople do their homework to uncover this intelligence.
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Accounting And Financial Planning For Law Firms
Law Firm Profitability: The Art and Science
Timothy B. Corcoran and Marcie Borgal Shunk
The Manner in Which Law Firm Leaders Measure Profitability Has the Potential to Have a Profound Impact on Behavior and Motivation, Particularly As More Firms Integrate This Metric Into Their Compensation Systems
The manner in which law firm leaders measure profitability has the potential to have a profound impact on behavior and motivation.
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Marketing The Law Firm
Media & Communications: Advising a Client on Crisis Communications — The Three Rs and Three Fs
Janet Falk
If you have not already encouraged your partners to advise their clients of the need to develop a crisis communication plan in advance, and provided some guidance on best practices, do so immediately. As a complement to a well-developed plan, here are two mnemonic approaches to managing communications in a crisis: the three Rs and the three Fs.
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Accounting And Financial Planning For Law Firms
Big Law’s Trojan Horse: Are the Big Four Preparing an Invasion?
Dan Packel
Law Firms Partner With the Big Four to Serve Their Clients, But the Accountants Pose an Existential Threat. What Will Happen If — or When — They Turn Competitive?
For law firm leaders, rank-and-file partners and everyone else in the law firm ecosystem, the Big Four shouldn’t be a laughing matter. They are serious about selling legal services, and clients are listening.
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Accounting And Financial Planning For Law Firms
The Confounding Paradox of Marketing Investment for Struggling Law Firms
Bill Josten
“You have to spend money to make money.” Or, so holds the well-worn cliché. Nevertheless, for those firms struggling to find meaningful growth in today’s market, where do they find the funds they need to spend in order to spur growth?
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Marketing The Law Firm
A Chief Client Service Officer in Action
Kimberly Rice
Marketing the Law Firm recently interviewed Jennifer Papantonio, Chief Client Service Officer of Peckar & Abramson about her significant role, which includes the successes she and the firm have achieved in recent years, how she works collaboratively with firm leadership to create innovative solutions, and her recommendations to law firms which may be considering engaging a Chief Client Officer.
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Marketing The Law Firm
Three Simple Steps of Marketing Mentoring
Aly Lynch
As experienced marketers, we can help coach newer attorneys in their marketing pursuits through mentoring. With the right assistance, newer attorneys can find ways to market that they actually enjoy and are, therefore, more likely to do. And it doesn’t need to be complicated.
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Marketing The Law Firm
Social Media Scene: The Easy Path to Success on Social Media — The 1% Rule of the Internet
Spencer X. Smith
You may have read a dozen “How To” articles about cracking the algorithms — which sound very mathematical — of any social media platform, but at the end of the day, you’re communicating with people.
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Marketing The Law Firm
Women’s Initiatives: Women’s Initiatives Create Opportunity and Benefits in Law Firms
Vivian Hood
One of the most significant means of support law firms can have for women lawyers is adopting women’s initiatives that provide a means for women lawyers to support one another within a firm and deliver a commitment to the advancement and understanding of unique issues that women face at their firms.
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Marketing The Law Firm
Media & Communications: PR and Marketing — Like PB&J
Elizabeth Lampert
Why They Are Different but Must Work Together
In today’s environment, any divide between marketing and communication can diminish even the most benevolent marketing and PR efforts. The intersection between them can reveal a pot of gold of useful insights into how we should “manage” all of our legal marketing strategic efforts.
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Marketing The Law Firm
Reminders for Successful, and Enjoyable, Holiday Networking
Kimberly Rice
Each year, we receive inquiries on how to socialize with friends and family while being mindful of networking opportunities. Follow these steps below to initiate discussions with friends or social acquaintances — without seeming awkward or risking personal relationships.
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Marketing The Law Firm
Voice of the Client: Put Your Best Foot Forward in the New Year — Revaluating Content Strategy
Jen Betterncourt
While reputation goes a long way in attracting new clients, having a solid content strategy is a critical component of the legal sales cycle at all turns, including retaining the clients you have.
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Marketing The Law Firm
Unmasking the Impostor Syndrome
Cynthia Sharp
Many talented lawyers shortchange themselves and their law firms by failing to implement a strategic business development plan. Some claim that they don’t have time to market while others lament that marketing doesn’t work — for them. While these and a variety of other excuses are common, it may be productive to dig a little deeper to determine whether other factors are at play.
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Marketing The Law Firm
Competitive Intelligence: Become More Relevant – Meet Your Clients’ Needs Every Time
Patricia Ellard
Becoming and staying relevant is a process. It is not static but always evolving. Your clients change, their needs and requests change, you change, and, throughout these experiences, you learn steps to implement and how to implement them in given situations.
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Marketing The Law Firm
Media & Communication: 3 Ways to Drive Higher ROI from Press Releases
Nicholas Gaffney
In an age where law firms can quickly disseminate news to target audiences via multiple social media platforms as well as their own websites, is it finally time to put the press release out to pasture? The press release is a valuable PR tool that deserves to live on. Executed correctly, the benefits outweigh the cost.
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Marketing The Law Firm
Active Listening Wins Clients
Kimberly Rice
All too often, we read studies, which report clients’ pet peeve with their services providers whom do not listening to them. Or, cited another way, clients…
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Cybersecurity Law & Strategy
Legal Tech: Stop, Collaborate and Listen -- Collaboration Tools Are a Brand New Invention
Michele C.S. Lange
Today’s workplaces require tools that enhance employee productivity and provide the flexibility to never miss a critical business opportunity. Organizations in other industries have already experienced the benefits of enterprise collaboration, and now this technology is making its way into the legal sector. The rise of enterprise collaboration is redefining the modern law firm and legal department.
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Accounting And Financial Planning For Law Firms
Only 30% of Workday Is Spent on Billable Hours, Report Says
Brenda Sapino Jeffreys
U.S. lawyers are still spending too little of their workday on billable hours, a year after an eye-opening report found lawyers devoted only 29% — 2.3 hours — of each eight-hour workday to billable hours.
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Accounting And Financial Planning For Law Firms
Valuation Implications of the Tax Cuts and Jobs Act of 2017
Ronald L. Seigneur
This article focuses on the impact of tax reform on C corporations and looks at the significant and complex changes to pass through entities.
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Accounting And Financial Planning For Law Firms
Law Firms Are More Profitable Than Ever. How are They Doing It?
Nicholas Bruch
Given the Obstacles Law Firms Are Facing, Profitability Shouldn’t Be Increasing
Rising competition from alternative service providers and the ever-forward march of technology adoption should be having a similar, negative, effect on profitability. This raises an obvious question — how are law firms doing it?
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Marketing The Law Firm
‘Cause We Are Living in a Digital World …
David McCann
As with traditional branding, a digital brand is simply the perception individuals have of a business or organization online. Digital branding is a brand management technique that uses a combination of Internet branding and digital marketing to develop a brand over a range of digital venues, including Internet-based relationships, device-based applications and media. The objective is to establish and build trust with potential clients, especially while they are in the decision phase of the selection process.
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Marketing The Law Firm
Sales Speak: Grow Your Clients: MLF’s Challenge
Beth Cuzzone
As you approach your clients during the upcoming holidays and new year, think creatively. This Q&A with Aon COO Audrey Rubin provides more than a dozen examples of ways to add value and build stronger relationships with our clients. The MLF team challenges you to undertake one or two of these in your next go-to-market strategies.
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Marketing The Law Firm
Voice of the Client: Chief Client Service, Experience and Value Officers in Law Firms
Julie Savarino
Roles, Results & Roadblocks
An increasing number of the world’s largest law firms are conducting business at such a scale that having a dedicated, full-time client service or experience officer adds significant value to the firms and their clients.
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Marketing The Law Firm
Marketing Tech: How CMOs Can Use Retargeting to Attract New Business
Larry Bodine
Retargeting combines two of the most important aspects of digital marketing: automation and personalization. Marketers use retargeting to stay in front of the consumer across devices and to ultimately try to reach them at the right time — the moment of purchase intent.
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Marketing The Law Firm
As You Are Taking Care of Business, Are you Taking Care of You?
Kimberly Rice and Damien Smith
The daily demands and vast portfolio responsibilities of a legal marketer are weighty and, in too many instances, never ending. The highly charged, rigorous, deadline-driven culture of “more is more” stands in drastic contrast to a well-balanced body-mind-spirit experience.
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Accounting And Financial Planning For Law Firms
When Intelligent Design Is Better Than Evolution
Joel A. Rose
Strong Hands-on Leadership is Crucial in Today’s Competitive Practice Environment
A financially and professionally successful law firm does not simply evolve. It must be built in an orderly and systematic manner. The values important to a firm have to be identified, defined, organized and centrally placed. The responsibility for achieving these goals must be keyed to an organizational factor. Whether this is a committee or an individual, ultimately someone must be responsible.
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Accounting And Financial Planning For Law Firms
Cost Recovery in 2018: Predicting Winners and Losers
Rob Mattern
Back in March of this year, we predicted changes and trends the results of the 2018 Mattern Cost Recovery Survey would reveal. At that time, we got our…
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Marketing The Law Firm
'Digital Dive:' How to Use Reverse SEO to Suppress Negative Content in Search Engines
Marguerita Cheng
Reverse SEO is part of a firm’s online reputation management strategy that suppresses negative content such as bad service reviews in search engines so that potential clients and partner companies will have difficulty finding it.
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Marketing The Law Firm
Law Firm Leadership: What is Legal Design Thinking?
Mark Beese
While Design Thinking — a creative process for innovation — has become a staple topic in MBA programs and tech companies, it is just now showing up in law practice management circles.
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Accounting And Financial Planning For Law Firms
What Is Legal Design Thinking?
Mark Beese
Design Thinking — a creative process for innovation — has become a staple topic in MBA programs and tech companies, it is just now showing up in law practice management circles.
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Marketing The Law Firm
Professional Development: Overcoming Business Networking Anxiety: It Just Takes Practice
Dr. Sharon Meit Abrahams
Coffees, breakfasts, luncheons, dinners and receptions are all part of doing business; they are also essential to attracting business. These situations, however, can be uncomfortable. But there are ways to overcome the discomfort. The following are a few tips that will help you feel prepared and confident in networking situations.
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Accounting And Financial Planning For Law Firms
Impact of the Big Four on the Legal Market
Nicholas Bruch
EY’s Announcement That It Is Acquiring Riverview Law Could Accelerate the Pace of Change in the Legal Industry
There has been much talk in the past year that the Big Four were sniffing around the alternative legal services market looking for an acquisition. That wait is now over. Here is an analysis of how the acquisition may impact different sections of the legal market.
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Marketing The Law Firm
Marketing Tech: Fail Frequently This Fall to Succeed
Ari Kaplan
Engage in initiatives that will allow you to fail and succeed simultaneously.
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Marketing The Law Firm
Take Content by the Tale: How to Use Storytelling to Strengthen Your Marketing Materials
John J. Buchanan
In law firms today, content is not only king — it seems to be everything! With so much content flowing out of firms, how do you make your content — or for that matter, all of your marketing materials — stand out from the crowd? The answer’s not simple — but it’s clear: storytelling.
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Marketing The Law Firm
Do Your Lawyers Think as Business Owners or Employees?
Kimberly Rice
There are two types of lawyers — those who have their own business and those who work for those who do. How do your lawyers size up?
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Marketing The Law Firm
Social Media Scene: How to Compel Your Staff to Share Your Firm's Social Media Posts
Spencer X. Smith
Consider advocating for your employees first before you ask them to advocate for you. Give your employees a reason to care.
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Marketing The Law Firm
Professional Development: Firm Culture As Your Competitive Recruiting and Engagement Advantage
Sharon Meit Abrahams
Future attorneys are seeking the right place to launch their careers; therefore, by promoting your firm’s unique culture, you can more effectively attract and retain the best talent for your firm.
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