Archive for the ‘Law firm marketing’ Category

The ten commandments of branding

June 14th, 2011 by Altman Weil

Remember branding?  It may not be the hot topic it once was, but it’s still a fundamental component of business development efforts for firms, practice groups and even individual practitioners.  Although written for business, the list of “ten commandments’ from a communications professional works for law firms as well.  Here are two of our favorites:

“The more people you try to please, the weaker your brand will be. It sounds kind of counterintuitive, but it’s true. The more focused your brand is, the stronger it is. Rather than trying to be everything to everybody, you need to be something to somebody. Brands that try to be all things to all people are weak and diluted.”

“Playing it safe isn’t safe. Companies [and law firms] that try to play it safe and blend in with their competition are limiting their success and taking a huge risk. If your brand is indistinguishable from all others in your niche, why should a customer [or client] do business with you instead of any of your competitors? ”

Read it at ragan.com

How law firms use social media

April 19th, 2011 by Altman Weil

A new survey asked law firm media professionals how they are using social media in their PR and communications activities.  The survey has 69 participants, 78% at AmLaw 200 law firms.  Here are some highlights 

  • 92% of respondents track social media to see what’s being said about the firm

  • 58% use social media to raise the firm’s visibility

  • 12% use it for lawyer networking

  • 7% use it to engage with potential clients

  • 69% have no budget for social media; 28% have social media budgets of $1K-$50K; 3% have a budget over $50K

  • LinkedIn was rated #1 in value for law firms among all social media sites

Read more at Hellerman Baretz Communications

Effective business development requires planning

January 14th, 2011 by Altman Weil

“In management circles there is an old saying: “What gets measured gets managed.” Think about it. As lawyers and law firms, we place a huge emphasis on measuring billable hours. We track these daily, weekly, monthly, quarterly and on a yearly basis. Law firms have become very good at measuring and managing billable hours, but what about business development? How often do we measure these efforts? Here are five business development priorities that will keep you from overlooking business development in 2011. ”

1. Strategy: Who is your ideal client?

2. Vision: What do you see yourself achieving in 2011?

3. BHAG [Big Hairy Audacious Goal]: What path will get you there?

4. Planning: How will you track your progress?

5. Process: How will you continue to improve your business development process?  

Read it at National Law Journal

Best law firm holiday message ever

December 17th, 2010 by Altman Weil

Hats off to Canadian law firm Blake Cassels for the sheer fun and exuberance of their holiday message.

Watch it at YouTube 

Read more at the AmLaw Daily

ABA: Is online client development ethical?

November 1st, 2010 by Altman Weil

“The American Bar Association is examining the ethics of online client development tools like blogs and Facebook, and some marketers are none too happy about it.

The ABA’s Commission on Ethics 20/20 has submitted a paper that discusses potential ethics concerns over Internet-based lawyer advertising. The commission is asking for feedback on whether it should pursue further research and regulation of that area over the next two years.

“There is no agenda,” said commission co-chair and Wilmer Cutler Pickering Hale & Dorr partner Jamie Gorelick. “The paper is designed to reflect some of the questions that have been posed to us.”

But legal marketing consultant Larry Bodine said the paper is the first step down the wrong path for the ABA, which should be concentrating its ethics effort on lawyers who steal from their clients, not lawyers who use Twitter. ”

Read it at New York Lawyer