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How much money should firms spend on marketing? Is there a good rule of thumb? Is it 2% of revenue? Or 5%? Should it vary based on the practice specialty areas? Digital marketing even further complicates the equation, since we have data available on everything we do online. What is important and what is not? Instead of simply choosing a percentage based on conventional wisdom, this article will show you three simple calculations to use when you’re trying to determine how much money your firm should spend on marketing.
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Why Law Firms Need to Know About the ‘Excess Share of Voice’ Rule
By Michelle Calcote King
Every time a brand is mentioned in the media, authors an article, posts on social media or runs a series of ads, a conversation is happening. The conversation is amplified when the audience engages by sharing the article, commenting on the social media post or clicking on the ads. All of this activity results in a certain share of voice.
How Do Business Development Efforts In High-Performing Law Firms Differ?
By Meghan Frank
As firms and their clients continue to navigate ongoing business challenges in 2021, BD and marketing professionals first need to understand how mature their efforts are in specific areas. Then, they can look at what the successful firms are doing differently, so they can position themselves to join those ranks.
Voice of the Client: What In-House Counsel Need from Outside Counsel As Pandemic Landscapes Shifts
By Jennifer Simpson Carr
Responses from GCs on what matters most to their companies when hiring outside counsel.
Competitive Intelligence: How Do You Listen When You’re Not In the Room?
By Patricia Ellard
Although we understood how important in-person listening was before the pandemic, the background listening was something we used to take for granted. Here are five ways to practice active listening and remain engaged when we can’t be in a physical environment.
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