14 Rules by In-House Counsel for Law Firms

Steve Boutwell, Kean Miller, law firm marketing, legal marketingSteve Boutwell, Director of Client Services at Kean Miller in Baton Rouge, posted In-house Insight: Outside Counsel Rules to Live By" on LinkedIn:

1) Follow my Outside Counsel Guidelines. Read them. Please don't call and ask whether or not a certain practice is acceptable, especially if it's already in my guidelines.

2) Responsiveness. Return my phone calls, and emails. Even if it's just to say, "I'm tied up right now, but I got your message." 24 hours for phone calls. End of day for email if at all possible.

3) Clear and concise communication. Keep written communications short and to the point. One page is preferred. If the communication contains a lot of detail, give me a summary up front so I can scan it and come back to the detail later.

4) Provide recommendations, not just options. Don't be afraid to opine on my matters. A list of my options is okay, but what would you do if you were in my shoes?

5) In-house counsel are making business decisions, not simply legal decisions. Remember, we have clients too. They put just as much pressure on us as we place on you. Help me look good to my clients.

6) Lawyers who "see around corners" are highly valued. Anticipate what's coming and send me alerts. And, help me avoid situations, like the one you just resolved for me.

7) Designate one person as my billing contact.

8) For publicly traded companies, strive to understand my ASC 450 reserve-setting process. This can affect our 10-Q and 10-k reports.

9) Be honest, even if it's to your detriment. If you make a mistake, let me know early. Don't try to cover it up. This can be deadly for a relationship, and especially deadly for a public company.

10) Be smart with conflict waivers and waiver requests. Think about what your request says to me. If you're asking me to allow you to represent a company that I am in litigation with, this may cause me to question your judgment.

11) Become e-discovery experts and work seamlessly with us. We expect outside counsel to be well-versed in e-discovery / ESI in state and federal court.

12) Become diversity champions. Diversity will be a part of the 2012 grade for our preferred firms. Articulate to us what you are doing about diversity in your firm, in your supply chain, and in your communities.

13) Add value. We don't have the resources to provide training on legal issues to tens of thousands of employees. For example, we have a high turnover rate in a certain segment of our security team. If you can offer a post-incident report writing class for our security team, that's valuable to us - and greatly appreciated.

14) Be a member of our team. We want long-term partners, year after year, who know us and who we know. There is an inherent value in that.

Rules to live by....

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Internet Marketing for Attorneys: SEO Makes Biggest Impact on Lead Generation

According to WebMarketing123’s 2011 State of Digital Marketing Report, which surveyed 500 B2B and B2C marketing professionals, SEO makes the largest impact when it comes to generating leads. 

Hat tip to my friend Stephen Fairley who spotted this statistic.

53 percent of all survey respondents said SEO makes the largest impact on generating leads, followed by 28 percent for PPC and 19 percent for social media. Not surprisingly, 75 percent of the B2C marketers are most active on Facebook (75 percent), while B2B marketers are more active evenly across the three leading social networks – Facebook (34%), Twitter (26%) and LinkedIn (25%).

Here is an infographic outlining the findings from this survey:

Internet Marketing for Attorneys: SEO Makes Biggest Impact on Lead Generation

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Prominent Blogs Influence Hiring of Law Firms

Blogs and Law Firm HiringIn a report that contained no new surprises, Greentarget found that blogs influence the hiring of lawyers, LinkedIn is the online network of choice for lawyers, and that social media use is going mainstream in the legal profession.

For example, 76% of 334 in-house lawyers surveyed said they attribute "some level of importance" to a lawyer’s blog when deciding which firms to retain. [This isn't really saying much...]

Confirming what we know, the study reported:

  • Survey respondents indicated they read blogs written by firms slightly more often than they read blogs written by journalists. In-house counsel also perceive blogs as credible (84%).
  • LinkedIn leads all other social networks in professional usage and perceived credibility (88%). [We knew last June that LinkedIn Seen as Most Important Social Network and that LinkedIn is a Happy Hunting Ground for Lawyers]
  • New media usage is going mainstream: the generational divide among in-house lawyers is leveling off. "This effect is driven by older counsel 'consuming more content' rather than a significant drop in consumption among younger counsel," the report says. [See 81% of Large Law Firms Use Social Media for Marketing]
  • In-House Counsel Largely ‘Invisible Users’ of Social Media: This audience rarely contributes content on social channels, preferring instead to listen and consume. This approach makes their true level of engagement difficult to measure.
  • Wikipedia Important, But Not to Research Law Firms: Very few in-house counsel (7%) are using Wikipedia to research outside firms, but they are using the online encyclopedia for issues-based research (51%). [Why would anybody research a law firm on Wikipedia, which is not a social network? See Wikipedia is Going Broke Again]
  • Firm-to-Client Communications Going Social: Whether initiated by inside counsel or by firms themselves, the legal industry is warming up to social media as a "client services mechanism."

For more, see In-House Counsel New Media Engagement Survey

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Creating a Website that will Inspire and Present the Right Firm Image

Burkey Belser, law firm marketing, legal marketingThanks to Burkey Belser for this guest blog post:

I have some bad news for you. Your old, stale firm website isn’t cutting it. Sure, your competitors haven’t done much better, but that’s not the point.

 

Your firm’s website is the face it presents to the world--to potential clients and strategic partners. Research demonstrates that the vast majority of purchasers of professional services rely primarily on online resources when deciding which firms to hire. How much business do you think you are losing right now because your website is undermining your brand?

Your site is not judged by your industry. It is judged against all websites. In other words, our collective Internet experience subtly informs what we believe to be good, innovative, communicative, and helpful. If your firm site is unimaginative or uninteresting, it’s telling the world that your firm is too.

So, the question is: how can you create a website that will inspire and present the right firm image?

Today’s business purchaser isn’t just surfing the Web on a desktop in the office. There is a host of new technologies providing access to the Internet, and new tools are constantly being introduced.

Does your site display well on a smartphone? How about an iPad or Android Tablet? Launch your site on your smartphone and judge for yourself. You’ll have to be Harry Potter’s elf with bony fingers to manage the navigation unless the site has been adapted for mobile. How patient do you think prospects will be with your site if they can’t navigate it conveniently?

Even the smallest mobile platforms are lightning fast today. It takes just seconds to access the most complex pages. This means that designers can “paint” the entire page with an image and even place images within images. Or combine those images with motion for effect. And this same bandwidth also allows us to use computer-generated animation to display information in diagrams, maps, and charts.

In the past, there has been a tug of war between content and graphics. This is partly a reflection of the traditionally conservative nature of the legal field, and partly due to technological limitations that made downloading graphics painfully slow. Today, however, these limitations are a thing of the past, and savvy designers know the most successful sites are exciting. And exciting sites make use of the full canvas and all the rich interaction that image and transparency and motion can deliver.

Social Media Has Transformed Monologue To Dialogue

Social media buttons have become ubiquitous, now adorning almost every web page. Link me in. Friend me. Tell me what you like, and what you don’t (I know, this last bit requires courage). But what better way to engage your prospects and partners than to encourage them to reach out to you?

The most successful firms have embraced technology and grown with it. Don’t be afraid to be creative when you show the world who you are and what you have to offer.

Burkey Belser is the president and creative director of Greenfield/Belser. Greenfield/Belser can be found online at www.greenfieldbelser.com.

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Best Practices in Lawyer Blogs Newsletter

Best Practices in Lawyer BlogsThe latest edition of LexisNexis' Best Practices in Lawyer Blogs newsletter is now available. I started this newsletter to distribute the best ideas from legal bloggers across the Web. It's free, and you are welcome to subscribe at http://bit.ly/wguekl.

icon1 10 Ideas for Awesome Blog Posts

Have the January doldrums given you writer’s block? The new year actually offers some great opportunities for new blog posts. From 2011 retrospectives to predictions for 2012, there are plenty of topics to cover. Isaac Atia offers 10 more topics sure to help get your create juices flowing. Learn more ...


icon2 How to Build an Audience for Your Law Firm Marketing Blog

You can write the world’s best legal blog, but it’s of little value without any readers. Stephen Fairley offers invaluable tips on how to attract new readers and build a following for your law blog. Learn more ...


icon3 5 Reasons Your Business Should Be Blogging

Maybe you’re already blogging, but are having trouble persuading your partners to blog too. Or perhaps you’re thinking about starting a blog, but don’t think you can justify the time it will take. Marcus Sheridan offers five reasons why you--and others at your firm--should start blogging today. Learn more ...


icon4 How to Write With Your Reader in Mind: Three Crucial Points to Consider

Attorneys are often criticized for writing in legalese. Are you making the same mistake in your blog? Writing coach Ali Luke makes three suggestions to help ensure your blog content is written at a level appropriate for your readers. Learn more ...


icon1Ultimate List of Blogging Tools for Pros

Blogging doesn’t have to be complicated … but sometimes it can sure be tough. How do you develop new ideas when you have writer’s block? How can you build an audience? Are there ways to make better use of your blogging time? Raven Tools has compiled a great list of blogging tools that covers everything from content creation to metrics, hosting and storage to productivity. Learn more ...

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MPF Workshop Attendees Present Marketing Solutions on YouTube

Adam Stock, marketing partner forum, lawmarketing, legal marketing

Adam Stock

To give a real-life feel to the problem-solving exercise in our workshop at the Marketing Partner Forum, we asked the attendees to solve three separate problems, and to present their solutions before a video camera -- as if they were addressing the managing partner of their law firm.

The topic of the workshop was "Social Media to Drive Business." At the start of the workshop, my colleagues Adam Stock, Jasmine Trillos-Decarie, Steve Fisher and I showed how law firms are actually generating new clients with social media marketing campaigns. Then we broke the attendees into three groups, and assigned each to use what they had learned to devise a social media marketing plan for different kinds of law firms.

YouTube, as you know, is a social medium. To demonstrate how easy it is to record and upload a video, we recorded the presentations of our brave participants Nicole Ames, Susan Green and Laine Siklos. Remember, our speakers were working with no teleprompter, minimum preparation time and no studio lighting.

Adam Stock, the CMO of Allen Matkins in San Francisco and a Zen Master of video editing, transferred the videos to his Mac and turned each presentation into a gem.  Completing his work in 12 hours, he next uploaded them to the Lawyersdotcom (Lawyers.com) video channel and voila!

Please offer a comment about our team effort.

Video

Laine Siklos presents the results of the large firm scenario.

Video

Susan Greene presents the results of the medium firm scenario.

Video

Nicole Ames presents the results of the small firm scenario.

 

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Marketing Partner Forum Kicks Off with Business Development with Social Media

150 law firm marketing partners and chief marketing officers will gather under the sunny and tropical skies of Miami today at the Marketing Partner Forum at the Turnberry Isle resort. It's the premier law firm marketing conference of the year, and I plan to send live blog posts from the programs.

Marketing Partner ForumWhen  attendees register, they'll get two books: 25 Years of Legal Branding -- a color  coffee-table book by Burkey Belser and Donna Greenfield, and The Art of Woo by G. Richard Shell and Mario Moussa. There's also an issue of Corporate Counsel and Inside Counsel, plus lots of info on the exhibitors.

Today begins with three pre-conference workshops: "Marketing and Business Development Metrics," "Workshop for Managing Partners/Marketing Partners," and "Social Media to Drive Revenue.

The Social Media Workshop will be a lot of fun. My colleagues Adam Stock, Jasmine Trillos-Decarie, Steve Fisher and I will show how law firms are actually generating new clients with social media marketing campaigns.

We will also create three new YouTube video stars. After the presentation, the audience will be broken into three groups. Each will be given a fact pattern and asked to develop a social media campaign for a law firm.  We'll have video cameras in the room to record the presentations of the marketing campaigns, and will post them onto YouTube today.

It should be fun, providing all the equipment works. Hope to see you there.

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Video Plays Slick Licks to Attract Entertainment Clients

Errol Antzis plays a nice Taylor electric guitar in his office, showing off some tasty licks that he clearly likes to play. He's not what you expect to see as the Managing Director of digital media and entertainment practice at Gruppo, Levey and Co.

He has 25 years of experience -- in law. He clearly has that and more experience playing an axe. Granted, he's a Manhattan investment banker -- but why can't lawyer bios look like this? I strongly believe it's time for lawyers to be Turning Your Bio into a Magnet for Business

Before joining GLC, Errol spent six years as an entrepreneur and principal in the entertainment industry, with firms including a diversified entertainment company, an online music services business, and a music magazine publishing company. As a result, he brings direct operating expertise to his work with client companies, and a better understanding of his clients’ needs and issues.

I love it when he says in the video, he says, "Please give me a call to discuss your business, the current environment, ways we can help you or just to talk about guitars.

 

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Why Content Matters for Search Engine Optimization

I found this on Brafton News:

When you think of SEO, do you think of content marketing? You should. 

Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011. High-quality, search-friendly content allows businesses to populate their sites with keywords and valuable information for visitors (and both are important to search success).  

Brafton’s infographic, Why Content For SEO, explores how content is key to search engine visibility. You can click the image to see the full-sized infographic. For an in-depth look, check out a related blog post.
Content and SEO, law firm marketing

 

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The Marketing Step Lawyers Miss - Follow-up

follow up, law firm marketing, legal marketingCheck out my latest post on The Lawyerist blog:

There is a critical step in the marketing and business development process that I have seen many lawyers miss, time and time again. Lawyers have spent countless hours and hundreds of dollars pursuing potential clients, but they left money on the table because of this omission. It may seem obvious when you read it, but the missing step is following up.

We lawyers are actually not bad at marketing, raising their profiles and making potential clients aware of us. Where we fall down is taking the next step. It is unrealistic to expect a potential client to take the initiative and call us with a file. Rather, the onus is on us to follow up—after all, the lawyer is the one who wants the business and thus has the obligation to make the next contact.

Why Follow-Up Matters

The reason that follow-up is so important is because that is where all the revenue is. It is not found in the introductory event, pitch or handshake. The money will be in one of several follow-up steps in which a lawyer determines the legal needs of the other person and methodically builds a relationship. Bear in mind it takes 7 “touches” to establish a relationship. With online touches that number increases to 7-16 times.

Smart lawyers won’t undertake any marketing initiative without planning in advance how they will follow up.

To read the rest of the post please visit The Lawyerist at http://bit.ly/A1nIfk

 

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