In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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This week we asked you…
Where are you spending your law firm marketing budget?

Most of my legal marketing budget goes to:
1. Firm events - 42%
2. Advertising - 7%
3. Public Relations - 18%
4. Pet Projects/Community Organizations - 21%
5. Entertaining clients (lunch, dinner, sporting events, etc…) - 12%

My Thoughts: As I mentioned on Tuesday, I usually advise clients to allocate about 3 to 4 percent of their gross revenue towards marketing and business development. But I always stress that firms and individuals spend cautiously, there are many traps that even the most marketing-savvy lawyers fall into. Here’s a quick rundown of my thoughts…

• Events—a great way to build relationships (think seminars, open houses, political events) but be sure to keep it small and follow-up is a must if you want to see results.
• Pet Projects—make sure to differentiate between sponsorships and contributions that fit into the firm’s strategic plan and those that simply take up time, resources and serve a small percentage of the firm.
• Advertising—hold on to your cash unless you plan to devote significant planning to design, messages, and most of all, frequency.
• Public Relations—Set a course and stick to it! It can build credibility if done right (see my Black Pearl below).
• Golf, Lunch, Etc.—make sure you’re devoting that money to the people who make decisions… either to hire you or refer you business. As my friend likes to say, “Random acts of golf” are not marketing initiatives.

The key once again is to plan and stay true to that plan. It’s the most important piece of advice I can give.

Glenn Callison of Munsch Hardt Kopf & Harrs looks at his budget this way:

“We have a zero-based budget approach that allows for special requests from individual lawyers. We start by asking, ‘Okay, how many exposures do we want out there and where do we want to be?’ We pull that information together, develop a media plan, and then look at sponsorship opportunities and event marketing. Then we pull all that together and analyze where we are as a percentage of total revenue, compare it to what we were doing in the prior year, and then plug it into the budget - knowing full well that there will be special requests from individual lawyers throughout the year that need to be accommodated.”

Black Pearl: Need a little help with your public relations initiative? Here's a great article I found on JD Supra by Jordan Furlong to help you get in the right mindset to write powerful articles about your cases.

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The most important step in nurturing your referrals is figuring out who they are. Once you have a solid list it will make it easier to cultivate…

This week we asked you…Where are your referrals coming from?

1. existing clients -32%
2. former clients -15%
3. other lawyers -33%
4. business leaders -9%
5. friends -11%

Just as we thought, a total of 65% of your referrals come from your existing clients or other attorneys with another 15% from former clients. The remaining 20% seems to be about evenly split between business leaders and friends. Now that you’ve identified where the referrals are coming from, let’s talk about your plan to keep them coming!

My Thoughts: In my opinion there are two specific plans of action that all lawyers need to have when it comes to referrals. The first is how to generate them. Remember the basics when it comes to client service. Meaning: listen to their needs; respond quickly; avoid e-mailing and talk to them; inform them of interesting news relating to their industry or situation; develop a personal relationship; and manage their expectations by communicating your timelines and processes.

The second phase of the plan is to have a strategy in place when a referral comes in. My advice? Pick up the phone immediately and thank the referrer, then follow up with a card or small gift. Keep your source updated on any meetings with the new client and, when it turns into actual business, send another larger token of appreciation. Finally, send business back. Reciprocation counts for more than you might think.

My colleague Leslie Lott of Lott & Friedland says:

“Lawyers refer their clients to attorneys who send work to them. Years ago, a good friend in New York called to send litigation work to our firm. He had worked with local counsel in Miami for many years. That lawyer was excellent, but had never referred work back to the New York lawyer. We had a client with a problem in New York and had sent the client to our friend. That was the catalyst for his sending his next case to us instead of the lawyer he had previously worked with who never sent him work.”

 

Black Pearl: For more on building your relationships you might want to take a look at Mark Maraia’s “Relationships Are Everything! Growing Your Business One Relationship at a Time.” Highly recommended!

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Relationships are the base of most successful marketing and business development efforts. If you make your interactions meaningful it will make your business development even easier…

This week we asked you: What aspect of your client service could you work on?

Results:

I could work on:

1. More phone, less e-mailing - 30%
2. Keeping up with my client’s industry news and trends - 7%
3. Going to their place of business - 27%
4. Asking for feedback - 16%
5. Connecting on a personal level - 11%
6. Giving them something for nothing - 9%

Not surprisingly, 30% are guilty of phone neglect! Another 27% need to work on going to visit your clients at their place of business. See a pattern? In order for client service to truly make a difference we need to abandon technology once in a while and get in front of our clients. On the other hand... bravo to all of you for being on top of client industry trends and news--a great way to keep in touch and show your interest and dedication.

My Thoughts: Though you may not recognize it, every time you interact with a client you’re marketing yourself. Take advantage of it. Here are a few of my tips for making the most of your client service:

• Get in front of them! Nothing can replace face-to-face meetings.
• Show an interest! Send them interesting articles that relate to their industry.
• Prove you’re an expert! If a law that effects their business changes—let them know.
• Take notes! It shows you’re paying attention and gives you a reference point for later.
• Get feedback! Be direct and ask them what they think of your client service.
• Pick up the phone! Take an e-mail break and let them hear your voice.

Lee Thuston of Burr & Forman shared this story:

“In the end analysis, it’s all about relationships. I had a young lawyer that made a mistake with one of our clients. She was upset because she let something get by that was going to cost the client some money (but not a great deal). I called up the general counsel and said, ‘Hey Joe. I’m sitting here with Mary who tells me she let this deadline get away from her.’ I quantified that it was going to be about X-thousand dollars and that I’ll take it off next month’s bill. He said, ‘Okay, I really appreciate you calling.’ I looked at her and said, ‘That’s called having a good relationship.’ First of all, I called the client and brought the situation to his attention. He might never have known about it, but it’s better to tell him up front. That keeps our integrity intact. Was he happy about it? No. But was he really upset? No.”

Black Pearl: For a daily dose of client service commentary stop by Patrick Lamb’s “In Search of Perfect Client Service” blog.

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When it comes to legal marketing the name of the game is visibility and credibility. There is no better place for you to be than the first page of Google...

The Question of the week was: When you Google your name... of the ten links on the first page... what percentage are yours?

Results

1. 0-20% - 67%
2. 30-40% - 28%
3. 50-60% - 4%
4. 70-80% - 0%
5. 90-100% - 1%

My Thoughts: 67% of you have less than 2 links on the first page of Google... NOT GOOD! Owning your name on Google's first page is an extremely important asset to have, since we have all become very impatient when we are searching... if we can't find things INSTANTLY we move on. So, we have to make it as EASY as possible for people to find us. And that does NOT mean via all those useless directories that don't  have your information complete or accurate. YOU need to drive this information... your credibility is at stake.

If you are fortunate enough to have a very unusual name you don't have to work as hard as Dan Harris, who posted a comment on Tuesday's blog post. He has the exact same name as an ABC News Reporter/ Anchor. Dan I Googled you and found three links on the first page. Good for you, you have found a crack, and have proven that it CAN be done. Articles can be the hammer you use to break through even more.

As I like to tell my clients: 50 articles online makes you a prolific writer, 50 articles online about international law makes you an expert. Also look closely at WHERE you are posting. Sites like JD Supra are great since they cater exclusively to the legal profession and can lead to referrals. In addition, they feature their authors in their newsletters, which is added exposure.

Here's some advice from Bud Clarke of Clarke, Silverglate & Campbell:

"Publish articles in specialty publications likely to be read by people who can refer you business. Then make sure those publications are referenced and easily accessible on your website."

Black Pearl: Do you want to own your name on Google as I have done? Then I have a gift for you... my E-Book "Be A Celebrity In Your Own World" and it's FREE for you to download. It's a quick read... 10 minutes and It details my four step strategy.

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Welcome back... On Tuesday we asked the questions... How have you spent your marketing time in the past and how do you plan to spend it in 2010?

Results

Question #1: In the PAST I spent time on: 

1. my referral base - 33%
2. client service - 20%
3. blogging - 0%
4. social media - 0%
5. Bar involvement - 43%
6. industry organizations - 0%
7. not much - 4%

Question #2: In 2010 I PLAN to spend time on: 

1. my referral base - 29%
2. client service - 25%
3. blogging - 5%
4. social media - 10%
5. Bar involvement - 30%
6. industry organizations - 1%
7. not much - 0%

My Thoughts: It is understandable that in the past 43% of your marketing time has been spent on Bar involvement since that is the comfort zone for lawyers. In 2010 let's breakout of the comfort zone. Hats off to the 4% who were honest and marked NOT MUCH.

Now for the breakdown of  where you PLAN to spend your time, I was pleased to see the balance shift a bit to client service since that is a great source of new business... and the interest in blogging because I think it can be a valuable tool.

This list will help you focus while considering what to include in your plan. If you start with too much you’ll just end up spinning your wheels. Your goals and strategies must be realistic and achievable… you can always add to the plan later. As a rule I like to tell clients to state strategies and tactics that are specific, measurable and achievable within one year.

Simon Ward of Piper Alderman sees it like this:

“Don’t aim too high in your marketing strategy—bagging elephants is a Herculean task—but select small, reasonably achievable targets and chip away at them. Small successes can build to bigger things.”

Black Pearl: For more in-depth information on personal brands you may want to look into Tom Peters’ book “The Brand You 50: Or: Fifty Ways to Transform Yourself from an 'Employee' into a Brand That Shouts Distinction, Commitment, and Passion!”

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Our question of the week was: Where do you stand when it comes to your marketing and business development strategy?

Results

1. I have a plan and review it on a monthly basis. - 20%
2. I have a plan and review it on a quarterly basis. - 0%
3. I have a plan but haven’t looked at it since I wrote it. - 50%
4. I have been meaning to write a plan for years and 2010 is the year I will start. - 30%
5. I have no time or interest in writing a marketing and business development plan. - 0%

Thanks to everyone who participated in this week’s poll...

Congratulations to the 20% of you who write a plan and refer to it  regularly. Your plan is a living breathing document that gets adjusted and fine-tuned as you move along, good job! 80% of you don't have a plan, yes I'm talking to the 50% of you that write it... and the big problem is putting it into practice... it's as though you NEVER wrote it in the first place. And lastly, I love to see that 30% of you are making a commitment that 2010 is THE YEAR.

My Thoughts: Having a plan is one of the most important steps in your marketing and business development journey. For the next few weeks I will be blogging on creating a 2010 plan… ideas to include and tactics to monitor. Individual marketing plans should set forth what you will do over the next 12 months to maximize relationships with key clients. It should also include activities to enhance your credentials as an expert in your practice area or industry of focus.

The key is to keep it simple and easy to incorporate into your daily business activities. It is constantly changing and evolving and needs to be revisited and updated often.

Howard Berlin of Berger Singerman points out…

“In addition to the firm’s overall marketing plan, we ask the partners to submit their individual marketing plans to the marketing director. The marketing director is the coach. They know the playbook and can make recommendations on how to best execute the plays. After that it is up to the attorney or practice group, with the support of the marketing director and staff, to run the plays and clinch the victories.”

Black Pearl: For help in writing your strategic plan, there is a wonderful book written specifically for lawyers: Tom Grella’s aptly titled “The Lawyer's Guide to Strategic Planning.” I highly recommend it for anyone looking for  guidance.

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The question we are considering this week is: Are you focused on asking questions?

Results

1. I never ask questions. – 20%
2. I ask questions when I remember to. – 0%
3. I have a list of questions in my head that I ask. – 80%
4. I have a list written down that I take to every business development meeting. – 0%

Thanks to everyone who participated in this week's poll...

My Thoughts - A clear split...  80% of you are actively getting clients to talk, and you have the questions in your head. It takes just a few seconds to THINK about questions before you go into a meeting, so why are 20% of you not bothering to do it? Quite frankly most people LOVE to talk about themselves, it's an easy conversation to get started.

Doug Waldorf  from Henderson, Franklin, Starnes & Holt thinks about it this way...

" Ask questions and remember to listen more then you talk. Ask clients about industry trends, the impacts of political and regulatory changes and other matters relating to their business. Everyone likes to share their opinions and be heard, so ask and then follow-up. Show your interest!"

Black Pearl - A little something to think about: Scott Gibson, the managing partner at Gibson, Ferrin & Riggs writes a blog titled BiziBoom. I ran across his post Think Like a Client - Cold, Warm, Hot where he explores the value of listening to your prospect. He received a comment from Gerry Riskin, who adds an interesting perspective... check it out.

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The question we are considering is: How many clients do you give something for free?

Results

1. None – 25%
   
2. Less than 5% of my clients – 12%
   
3. 6- 25% of my clients – 13%
   
4. 26 - 50% of my clients – 25%
5. More than 50% of my clients – 25%

Thanks to everyone who participated in this week's poll...

My Thoughts - So… who’s giving it away? 75% of you are giving SOMETHING. Of those, 25% are giving to OVER 50% of their clients... WOW,  that's a commitment to client service and building relationships!

As for the 25% of you that NEVER give anything away... I can't help but wonder how valued your clients feel, and how much business you are leaving on the table for others to pick up. 

Showing that you value your client and their business is important to every relationship and knowing when to stop the clock will pay dividends down the road. Studies show that it takes 7 times more money to acquire a new client than to keep the ones you have. This is a marketing habit that makes good business sense.

For those of you who didn't take the poll, where do you fall in on these stats? Stopping the clock is a great way to pick up new business. Your clients already trust you (or they should), so if you “check-in” and there is a matter sitting on their desk, wouldn’t they give it to you?

Black Pearl - A little something to think about: A couple of weeks ago CBS Sunday Morning had a very interesting story Free For All, Profit For Some and featured Chris Anderson's new book Free:The Future of a Radical Price, presenting a compelling case that free doesn't have to be a four letter word and it can be a form of marketing. There is a great success story from The Wall Street Journal, take a look and tell us what YOU think...

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Welcome back! On Tuesday we kicked off our weekly poll with the question: How much time do you actually spend marketing each week?

Results

1. More than 120 minutes - 32%
2. 60-120 minutes - 27%
3. 15-60 minutes - 21%
4. Less than 15 minutes - 8%
5. None - 11%

Thanks to everyone who participated in this week’s poll…

My Thoughts: A big congratulations to the whopping 59% of you who spend over an hour a week on marketing efforts. At first I was pleasantly surprised by the numbers, but I soon realized that even simply visiting this blog shows a dedication to furthering your marketing and business development. Anyone searching the web for education and information is most likely already on a marketing path. Fantastic!

Another congratulations to the 29% who at least make an effort each week. Even the smallest efforts can make a difference and you’re off to a great start.

As for those 11% who do nothing… see above! That’s 88% of your peers who spend time each week marketing themselves. It’s time to ask yourself why you're not on board! Are you developing a practice or do you simply have a job?

But the bigger question is how much time SHOULD you be spending on marketing? The conventional wisdom is 200 hours a year for partners (associates 100). If you are doing that... fabulous! But, I think the most important issue is to FOCUS on consistency, small things over time make a huge difference. Instead of the pressure to carve out 4 hours a week, which may be overwhelming, and virtually impossible, think about doing something every single day. Create a habit... spend 10-15 minutes a day.

Everyone can carve out 10-15 minutes, even on the busiest of days. Call a referral source, make a lunch appointment with a potential client, write a handwritten note, spend time on social media… If you do that you will naturally move into more conversations and meetings that build relationships and develop business. It’s common sense, sometimes we just need a reminder.

How do you compare to your peers? One thing is for sure... to grow your practice you have to invest those non-billable hours. My advice... do something every single day!

Black Pearl: A little something to think about: Michael A. Stelzner, conducted a survey, How Marketers Are Using Social Media to Grow Their Businesses, and he found that 64% spend more than 5 hours a week using social media. Granted they are not lawyers but it is an interesting benchmark. Maybe for lawyers a reasonable target would be 1/2-1 hour a week. What do YOU think?