In The News

Published on: March 5, 2015

LP Magazine — Effectively Managing and Maintaining Your Online Portfolio

In the March/April 2015 issue of the ABA’s Law Practice magazine, my topic is relevant to pretty much every practicing attorney (not to mention almost every human being on the planet). What does your online portfolio look like, and why should you care?

Every week, I will meet, speak with or e-mail a prospective client. While I will send them my own crafted biography, links to my website and blog, and additional information–what they will often be more interested in is what they find when doing a search for my name. With a somewhat unique first and last name, what they see will almost always be me. This is not the case with many that have more mainstream names to search for.

While some individuals and firms are forced to use reputation management companies to “fix” a page of results, most of us simply live with what we see. But the thought that you have no control over what appears is not accurate. Taking advantage of profile pages on powerful sites should help control that first page of results. Few will venture on to page two. Almost nobody will get to page three. And only stalkers are likely going beyond.

Published on: February 20, 2015

Ted Olson Keynotes ABA New Partner Institute in DC – April 17th

by Micah Buchdahl

Since the inception of the ABA New Partner Institute in 2011, I have had the privilege of serving on the planning board and speaking on business development each year. While many law firms provide excellent professional development to its attorneys from summer associate through associate and ideally partnership, ABA New Partner provides something unique that you can’t get in-house–different firm perspectives and philosophies, and the opportunity to network with fellow new partners from around the country–new partners eager to help one another build a bigger book of business.

This year, for the first time, New Partner moves to Washington, DC. And it is difficult to think of hearing from a bigger name partner than Ted Olson, and a more prestigious firm than Gibson Dunn.

For less than the cost of a billable hour, New Partner takes place as a one day conference in the heart of Washington. Make sure your law firm is represented with one or more of your new, recent or soon-to-be partners. It is built as a 50-person maximum program to better allow networking and intimacy among attendees and faculty.

Published on: January 6, 2015

LPT: (Women) Progressing into Partnership–Road Rules for a New Role

by Micah Buchdahl

The December 2014 issue of Law Practice Today (LPT) is dedicated to the theme of New Partners, in advance of the annual ABA New Partners Institute in Washington, DC on April 17th. Amy Drushal of Trenam Kemker (a speaker for the NPI and co-chair of the first NP conference a few years back) served as issue editor.

I will also be presenting at NPI (and has served on the planning committee each year) on the topic of business development. However, at the recent ABA Women Rainmakers Mid-Career Workshop, I spoke on the topic of women progressing into partnership. While not talking, I took copious notes from esteemed fellow panelists for an article theme that fit right into the subject of partnership–whether you are trying to get there or are just arriving.

How do you get to partner? What are the criteria? What are the expectations? Can you have it all?

Published on: July 14, 2014

LP Magazine – Age over Beauty? Marketing a Law Firm’s Anniversary

by Micah Buchdahl

In the July/August 2014 issue of the ABA’s Law Practice magazine, I address the always-sensitive subject of age. In this case, it is about the marketing value of a law firms’ years. It is yet another subject that seems to present itself to me with clients a few times every year. How young is too young? And how old is too old? And is there value in touting age–and more specifically–an anniversary to clients and prospects?

Many law firms have taken anniversaries–literally as short as the one year mark and as long as 200 years–and looked to make them into marketable events. In some cases with good success; in others, it simply does not work. My column provides anecdotal examples of ways your firm may or may not commemorate a business birthday. When you look at all the possibilities, you might be surprised to find that some of the ideas and scenarios fit right into an upcoming anniversary of your law firms’ entry into the marketplace. We often look for excuses to celebrate. We often look for ways to manufacture firm “news.” Somewhere in the middle is the marketing of a law firms’ anniversary. If you are going to invest time, money and effort into such a commemoration, read my column first. It should serve as a guide to ways to ensure the highest level of business development return possible.

Published on: July 11, 2014

WMT: The Price You Pay for the Right Domain Name

by Micah Buchdahl

Among the very first law firm websites I ever worked on was www.mlb.com. My six year old son accesses the site every morning on his iPad before heading to school or camp to check scores and watch video highlights of last nights’ major league baseball action. Of course, that does not sound like a law firm website, does it? No, it is Major League Baseball (MLB). But in the late 90s, www.mlb.com took you to the website of one of the nation’s largest law firms–Morgan, Lewis & Bockius.

Morgan Lewis’ IT people were certainly on their game when they beat baseball to the punch and acquired the domain name that certainly made sense for them–MLB. When working with Morgan Lewis on their initial website and subsequent iterations, we always chuckled at the enormous web traffic that the site garnered. Of course, the bulk of it was people looking for baseball. And as you might imagine, they were none too pleased when they ended up with an antitrust practice area description instead of All-Star game voting results. As a matter of fact, many website visitors e-mailed various unflattering comments regarding what they believed was an inappropriate use of the MLB domain name.

Luckily for Major League Baseball, they were a client of the law firm. And eventually Morgan Lewis provided their client with that prized possession, so they could join the NHL, NBA and NFL in owning the proper online moniker.

Published on: April 21, 2014

Lawyers Shifting Facebook Strategies

by Micah Buchdahl

Like and Like. This is like two Facebook posts in one.

For my April 2014 contribution to Web Marketing Today, I return to a topic that I last covered just 11 months ago in May 2013. So much has changed in the social media space in a relatively short time. The players are still the players. But with Facebook changing–more focus on mobile and more focus on revenue (advertising options)–you simply can’t sit around and stay status quo.

On the marketing side, it has certainly gotten my attention. Many law firms are finding that Facebook provides brand awareness options that are sharper, cheaper and more focused than many traditional advertising methods. And you do not need to be targeting a mass consumer audience to find ways to use some of these tools effectively. The bottom line is this–there are two ultra-powerful websites in the world–Google and Facebook–and if you don’t exist on both, your online universe is not operating at full strength.

Published on: April 16, 2014

Marketing for Law Firms: Priorities, Purpose, and Pay Grades

by Micah Buchdahl

In today’s The Legal Intelligencer, reporter Gina Passarella writes about the trend toward sticking “business development” into the titles of many Philadelphia law firm lead marketers. She could have changed the title to “Philly Law Marketers should not let the revolving door hit them on the way out.”

The latest step (or misstep) for many of these firms is to add or change the CMO title to lead or include “business development” in it. Somehow, law firm management thinks this will make it all better. The irony is that most of the hires and candidates have the same set of credentials as their predecessors. It is nothing but semantics. Few have true BD experience, backgrounds or credentials. But that has not stopped many of these management committees from moving forward with their umpteenth marketing head of the last decade.

I often find myself reminding law firm management committees that there certainly is a connection between business development and marketing. In reality, every single employee of a law firm is somehow engaged in BD. We are all in business and we all are trying to develop more of the same. Marketing provides the image, messaging, tools and resources to develop said business. In corporate America, many CMOs are held to a number–meeting a revenue target, increasing market share, balancing the budget between them. In most law firms, it is the attorney that either generates a number–or not. They rely on the marketing team to give them what is needed to develop business. There are exceptions. But generally that is how it works.

Published on: March 21, 2014

WMT: Is there commonality in marketing a law firm and a restaurant?

by Micah Buchdahl

In my monthly contribution to Web Marketing Today, I go off the reservation a bit (pun intended) in discussing Open Table, restaurants and customer service compared to professional services, law firms and client service. In Using Customer Reviews to Drive Sales, I discuss positive (and negative) customer service experiences and how the same concepts and data drive similar patterns for a law practice.

Fine dining is a centerpiece in the health and well-being of my marriage. Every Saturday night is date night, come hell or high water, and with it one of many great restaurants in the Philadelphia metropolitan area. Regardless of how busy we get with work, travel and dealing with the kids, we take a few hours and a few bucks each weekend to partake in a nice dinner. It is our household’s major discretionary spend (and when you add wine and a babysitter, it adds up fast). Our Facebook followers know that each week they’ll be clued in on a new, hot or long-time favorite eatery for future consideration.

The chances of your restaurant being selected as a destination are heavily weighted by whether you show up on Open Table. I peruse the reservation options weeks in advance and look at my profile to remind myself where we are going over the next month or two. On the flip side, the participating restaurant gets to know a lot about me before I walk in the door–and that is where the possibilities of developing customer satisfaction and loyalty exist.

Published on: March 14, 2014

The Marketing Value of Work-Family Balance

by Micah Buchdahl

Perhaps this post is just an excuse to brag about my wife, Ivy Brown, who was recently honored as a Working Mother of the Year in the advertising industry by Working Mothers Magazine and the Advertising Women of New York.

The event itself was pretty remarkable. There were more than 750 attendees in the grand ballroom of the Marriott Marquis in New York City. The tables were a who’s-who of leadership from blue chip companies–from Johnson & Johnson and Comcast to Facebook and Sony. The commissioner of the National Basketball Association was at the NBA table, honoring a working mom from his organization.

A highlight was definitely watching the short video our kids put together to commemorate the occasion. They were asked the question, “what do you like to do with your Mom?” Lily, 9, scripted out the video with her brother Benjamin, 5. They put notes on a white board and had me videotape it (with an iPad) until they approved the final version (14 takes later). Talk about marketing. Besides the big screen at the awards, this video has appeared everywhere, from internal company newsletters to social media and in their classrooms at Moorestown Friends School. Lily’s performance earned her the gig of making the “lunch is served” announcement at the awards program (where she quickly memorized the cue card and showed no fear in standing on the stage in front of the crowd).

Published on: March 11, 2014

LP Magazine – The Impact of the Three R’s: Ratings, Rankings and Reviews

by Micah Buchdahl

In the March/April 2014 issue of the ABA’s Law Practice magazine, I address a law firm marketing topic that never seems to lose steam–the impact of lawyer ratings, rankings and reviews on the legal profession.

Of course, I should not really complain. The topic has proven to be great fodder for my Pennsylvania Bar Institute ethics courses; I’ve been quoted countless times in the media on the subject; in the ABA Law Practice Division, we led the “educational” charge with major panels (and participation from all the players in the business) for both the ABA Law Firm Marketing Strategies Conference and an ABA Annual Meeting. Last October, an ABA CLE Premier Speaker Series program on the subject attracted nearly 5,000 attorneys. Everyone always is interested and has an opinion.

It has been fascinating to watch the evolution of the industry over the last 15-odd years. To think, when I first became a lawyer, the only thing you really knew about was Martindale-Hubbell. Today, the brand struggles mightily with shifts from across the pond (the UK’s Chambers publication); from known ranking brands such as U.S. News & World Reports; from thousands of local-yokel attorney “awards”; and both legal and non-legal online reviews from the likes of Avvo and Yelp. The business has never stopped booming, but it has definitely changed–a lot.