Law Marketing

Published on: February 22, 2013

WMT: Law Firms Embrace Video for Online Marketing

In this month’s Web Marketing Today column, I discuss the uses and value of video as an Internet marketing tool for attorneys. Video provides both enhanced web content as well as improved search engine optimization results.

Among the things that have changed in video production over the last five years or so is the importance of making sure that the quality is there. Lawyers should not look like they are facetiming each other on an iPad. That is left for my kids harassing relatives with video chat. Getting seasoned professionals to produce, tape and edit is critical.

My column discusses the ABA Golden Gavel Video Awards, created by Infinite PR‘s Nicholas Gaffney. I also talk about web video marketing tools such as those developed by TheLaw.tv and an example of law firms moving often-stilted webinars to a polished video product. The use of video impacts every type of law practice. Brown Rudnick’s Charitable Foundation uses video to enhance the site for their Center for the Public Interest.

Published on: January 22, 2013

NYT on NLRB Rulings; Law Firms should review social media policies

by Micah Buchdahl

Recent rulings and advisories by the National Labor Relations Board regarding social media policies in the workplace impact law firms in a variety of ways. Today’s New York Times article by Steven Greenhouse reviews how the NLRB is basically telling employers to scale back limitations as it relates to many social media policies that might be seen as illegal blanket restrictions.

Can you really stop Facebook and Twitter from happening in today’s workplace? Nope.

The NLRB says workers have a right to discuss work conditions freely and without fear of retribution, whether you are in the employee cafeteria or on Facebook. Although Facebook might have better food options (I said that. It is not in the article).

Published on: January 17, 2013

Law360: “Offensive” Superstorm Sandy Ads by Jacoby & Meyers?

by Micah Buchdahl

In today’s Law360, reporter Bibeka Shrestha writes on Insurance agents taking Jacoby & Meyers LLP to task over advertising relating to Hurricane Sandy. In her article, she interviews me about my take on the complaint filed with the state court disciplinary committee by the Professional Insurance Agents of New York.

The PIA’s complaint stems from an ad that says, “If your business lost business due to the storm your insurance policy should cover it. If it doesn’t, your agent made an error. We’ll work to correct it.” The complaint cites 7.1(a)(2) of the NY RPC…the all-purpose “false, deceptive or misleading”…in regard to the advertisement’s content and message.

While I’m far from an expert on insurance law, I have trouble believing that every policy covers business interruption. I can see where agents might take offense to the suggestion that they are at fault, acting improperly or erroneous in every instance where a claim for such coverage is denied. I suggest in the article that a slight tweak from “your agent made an error” to “your agent might have made an error” would likely rectify the situation and not dilute the ad’s impact. Of course, I’ve had my fair share of fights over the years with insurance agents over what is and is not covered in a policy–so I’m not going to be a staunch defender of the industry. I’m talking to you buddy–the guy that claimed I could continue to sleep on a mattress in which a squirrel died and decomposed. “You don’t need a new one. We can just get it steam cleaned.” Yes, I got a new mattress. And, yes, I utilized my law degree in doing so. I totally get retaining counsel if you feel provisions of a policy are not being carried out.

Published on: January 14, 2013

Family Law and Divorce Attorneys Can Find the Digital Marketing Landscape Overwhelming

by Micah Buchdahl

The ABA Section of Family Law has dedicated its entire winter 2013 issue of the Family Advocate to the topic of marketing your practice in the digital age. The feature that the publication asked me to author, Finding the Magical Mix for Your Digital Marketing Plan, presents a wide range of options for the family law practitioner–including websites, blogs, use of video, search engine optimization, mobile sites, social media, directories and ratings. In other words, there are a lot of options and a lot to think about.

Among other features in the issue is an article on Common Ethical Pitfalls of Digital Marketing, authored by my ABA LPM colleagues Sharon Nelson and John Simek. While ethics rules should not discourage or hamper an attorney’s involvement on social media and lawyer referral websites, compliance is critical. As an ethics attorney myself, I’ve worked to get a few attorneys out of digital “jams”, not to mention implementing lots of preventive medicine.

Simply noting that the ABA Family Law Section has dedicated an entire one of its quarterly issues to this subject should be enough to wake up any family lawyer not paying attention to the World Wide Web. The bottom line is that like many consumer-oriented practices, competition is fierce and ever-increasing. Family law is such an interesting animal. Perhaps no other area of practice is likely to impinge on life more than divorce–if not directly on your household, indirectly through a relative or friend. In regard to advertising, you are often targeting a more sophisticated client base than might be the case for a plaintiffs’ practice. Visibility is a necessity. No other area of practice is represented more in many of the lifestyle and regionally-based print publications I peruse from the mailbox. The radio and billboards tout family law practices (not so much on television). Facebook is both a contributing cause and effect of many divorces–meaning that a target audience is right there for the taking. The use of mediation and forms of alternative dispute resolution bring in other competitive marketplace issues. A few years ago, I presented a marketing ethics CLE program at the ABA Annual Meeting for the ADR section, with many of the examples coming from issues relating to family law attorneys competing with huge, non-law firm divorce mediation services.

Published on: January 8, 2013

LP Magazine – Trade Show Marketing for Lawyers

by Micah Buchdahl

In this month’s Law Practice magazine, my colleague and alternating “marketing columnist” Greg Siskind provides an outstanding primer on the benefits and how-to of trade show marketing for the law firm. Greg’s immigration law practice, Siskind Susser, has successfully used trade show participation as a significant marketing tool for many years.

In the article, Greg discusses budgeting, show selection, booth planning, working the booth, follow-up and ethical issues. Depending on the practice and the personalities, I’ve been a fan of trade show participation for lawyers–when appropriate. The breakdown is often in the lack of strategic planning, the people sent, and the all-important follow through. When you start adding up everything up from the organization sponsorship, to the booth development or rental, travel & entertainment, promotional giveaways and proper follow through, it can be a big nut in a practice group’s marketing budget. However, if done right, and tracked properly, it can be a lucrative leader in generating new clients and matters. In most cases, attending a trade show is not a one-off event. It is usually the culmination of many other activities related to the specific trade, and often, a multi-year effort before a real payoff.

Many years ago, I authored a similar (but not as good) article on trade show marketing for lawyers. I discussed my own experiences and what I’d witnessed in visiting some law firm booths at a local Chamber of Commerce event. In reading Greg’s piece and rereading my own, I’m reminded that in the right situation, trade show participation continues to often be an underutilized or under strategized component of a law firm marketing plan. However, if the target market is on-point and there is proper access to the attendees, it provides an opportunity often lacking in this age of social media and virtual society–in-person, real time contact with decision makers and buyers of legal services. But make sure that participation in a trade show is well planned and thought out, or the results can be detrimental instead of positive.

Published on: December 28, 2012

Law Firm Surveys and Rankings Discussed, Debated at New York LFMP Program

by Micah Buchdahl

Last month, at the invitation of Joshua Peck and the Law Firm Media Professionals organization, I attended their monthly program in New York City, at the offices of Dechert. As always, the topic of “Surveys and Rankings” attracted significant interest (and conversation) from the many law firm communications and public relations people in Manhattan.

On the panel were Reena SenGupta, representing “FT Innovative Lawyers” for the Financial Times; Anne Szustek, Deputy Editor of the Benchmark Litigation survey, run by Euromoney; and Steven Naifeh, President of Best Lawyers, which also publish the US News & World Reports “Best Law Firm” rankings.

The audience questions (and skepticism) reminded me that nerves are still raw when seeing the friction that exists between these businesses and the law firm professionals that choose to participate in them (or not). Everyone continues to preach “separation of church and state” as it relates to the editorial evaluation versus the advertising opportunities that are offered. I made particular note of the Benchmark folks reminding everyone that they are journalists and researchers, not lawyers. That just makes me give second thought as to how good they can be in evaluating the leaders in litigation. I can’t say that either FT or Benchmark did anything to increase credibility, based on their presentations. If you buy in, you are probably still in. But if not, I doubt opinion shifted at all.

Published on: December 19, 2012

WMT: Law Firm Sites Move to Mobile

by Micah Buchdahl

In this month’s Web Marketing Today column, I address the importance of having a proper mobile marketing plan to accompany your law firm’s Internet marketing efforts. Regardless of a law firm’s audience, practice groups, size or location–“mobile” is a critical component.

Some law firms are still at stage one–trying to get some sort of compatibility for an iPhone or Android device. Others have moved well past that toward development of applications that serve purposes ranging from “marketing” to uses for partner retreats, recruiting and access to files and billing.

The strategies, however, do differ based on a law firms’ audience and clientele. As is the case with a typical website–what you develop for a Baker McKenzie is going to differ from what you develop for Sokolove Law. Although as of today, a quick look at both of those websites on my Droid were not online presences built for mobile. This column features firms that built a solid online mobile presence. It also addresses related issues tied to SEO and online advertising considerations as well.

Published on: December 1, 2012

Of Cravath, Dewey…and the risks of playing “Follow the Leader”

by Micah Buchdahl

What is it our parents always told us? If your friend jumped off a bridge, does that mean you should do the same? In this case, it is more like “Match Game 2012” than it is about “follow the leader.” So the question becomes, how necessary is it for a law firm to match another’s year-end bonus? And in my business, what are the marketing implications for a law firm that does or does not choose to follow suit?

As reported by Peter Lattman in The New York Times this week, “Cravath sets the tone for law firm bonuses.” Law firms don’t have NFL salary caps or MLB luxury taxes to help keep things competitive. In many ways, Cravath is like the New York Yankees of law firms–old, venerable and wealthy. They generate a lot of revenue that others can’t, and can spend accordingly. But most other teams simply don’t generate the same revenue and can’t pay out the same amounts. Spending more does not mean you always win, but you are usually in the game.

If the process holds true that Cravath sets the scale, then you could argue they could do it to squeeze others as much as it might be to reward the associates that spend the year billing the night away. If you think about it, if they force less profitable firms to profit less, are they not creating an even stronger market advantage for themselves?

Published on: November 14, 2012

WMT: Blogging for Lawyers – Lessons Learned

by Micah Buchdahl

This month’s Web Marketing Today column discusses the good, bad and ugly in the world of law firm blogging. As the bumper sticker says, “If you can read this, you must be on my blog.” Anyway, that in itself highlights one valuable element of blogging–in cross-promoting other marketing and publishing efforts.

I’ve selected successful blogs in the small, medium and large law firm categories to highlight approaches and styles–from Silverberg Zalantis, Young Conaway and Reed Smith. In the world of blogs, they are all operating on an even playing field.

One of the ways I know that blogging is still “where it’s at” in cyberspace is simply following the steps of my long-time web collaborator Pavel Ushakov. Between Pavel and Justia’s Tim Stanley, much of the direction and advice I give myself (and others) comes from following their paths. Tim practically shamed me into getting back on the blog bandwagon. Pavel played a pivotal role in my original transformation from “marketing attorney” to an “internet marketing attorney.” We worked together on original website projects for law firms like Morgan Lewis and Simpson Thacher back in the 90s. Remember the 90s man? He was then instrumental in creating the Internet Marketing Attorney website, IMA reviews and Nifty Fifty awards for me. And in developing my original business website and blog. Of course, as one of the true web pioneers, he has bigger fish to fry than helping me–but always responds quickly whenever I shout out for help. But his focus now is on blog development and consulting with Blogconsulting.com–with “little” clients like Adobe, Time Magazine and the Harvard Business School. But he is one of the go-to guys for blogging, and knowing what will come next.

Published on: November 8, 2012

LP Magazine – Auditing Your Law Firm Marketing Efforts

by Micah Buchdahl

In the November/December issue of Law Practice, my marketing column is entitled “Auditing Your Efforts” and discusses the value and importance of a law firm objectively auditing its marketing and business development efforts. Read it to see how I compare myself favorably to Tom Cruise (although the editorial team deleted my reference to Scientology).

There was a time when spending money on an audit would have been borderline crazy–since so little time and effort was being invested–what did you really have to lose anyway? Today, however, law firms are investing heavily in these endeavors and often find that efforts are often…overpriced, ineffective, or simply off the mark. A proper audit is an important accompaniment to a strategic plan and a budget. The time has come where ROI needs to be measured, and a firm’s marketing foundation solidified. It is not all that different from the recent energy audit conducted on my home–imagine how much I would save with the right equipment and resources in place? If your law firm has never conducted a thorough marketing audit, talk to me about it. Year-end and the start of a new year are perfect times to evaluate. As I like to say, stop throwing good money after bad.