Marketing Attorney Blog

Published on: February 27, 2013

LP Magazine – Charitable Deductions, Marketing Opportunities

My marketing column in the March/April issue of Law Practice focuses on the many ways that charitable involvement–be it time or money–can also pay significant dividends for a law firm’s marketing efforts. Too often it is not fully embraced (or simply ignored) as a tie-in to everything from image branding to professional development.

If you have a law firm marketer, is s/he aware of and involved in charitable contributions? Is this discussed by the marketing partner and marketing committee? There are so many ancillary benefits that come from “doing good” that unwittingly get overlooked. Is there an internal list that shows charitable involvement–financial contributions, pro bono, board appointments, events, relevancy to clients? “Giving back” is a hallmark of law firm involvement in a community. Being recognized for those efforts is far greater “branding” than a promotional advertisement or marketing campaign. Read the article to see if your law practice is making the most of your philanthropic endeavors.

Published on: February 22, 2013

WMT: Law Firms Embrace Video for Online Marketing

by Micah Buchdahl

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: February 1, 2013

Drexel Law’s Improv Class Provides Unique Professional Development Training

by Micah Buchdahl

It is rare that I make a trip to Chicago or Toronto without spending an evening at Second City. There is nothing more entertaining (to me) than great improvisational comedy. Growing up, I was a Second City TV groupie of sorts, now possessing the entire DVD collection of SCTV. I love the creativity, thinking on your feet and ability to laugh at oneself (and others). So it was easy to talk about Drexel University Law School‘s “Improv for Lawyers” class in an article written this week by Associated Press reporter Kathy Matheson.

Matheson was writing about the uniqueness of such a law school elective, taught by actress/comedian Sharon Geller, who has also provided improv training as a CLE to lawyers in various settings. While this all coincidentally took place in my home base of Philadelphia, it was my role in the American Bar Association–as a past chair of the Law Practice Management Section and a current member of the ABA’s Standing Committee on CLE that led her to ask about my experience and views on the subject. I was asked about the uniqueness of the program and the value to a new or seasoned attorney.

In many law firm retreats where I’ve participated in some manner–either in organization, as a speaker, or in conjunction with a business development project–an improv session taught by one of many skilled troupes in the United States (including Second City traveling casts) is used to develop skills including team building, public speaking, “thinking on your feet” and training for improved client and prospective client interactions. Improv has also been used by a number of law firms I work with for associate and partner professional development training programs in-house. Whether or not they qualify as “substantive legal training” as a CLE is a state-by-state matter–but that is a subject for another post. Whether or not it is CLE accredited, the program provides a useful training ground that incorporates numerous elements of law practice.

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 21, 2013

WMT: The importance of monitoring your online reputation, and reverse SEO

by Micah Buchdahl

I address an important internet marketing topic in this month’s Web Marketing Today column on “Monitoring your online reputation in 2013.” We spend a lot of money to “get found” on the web with various search engine optimization techniques. But what about the stuff you don’t want getting found? Or what I refer to as “reverse SEO”?

As the web ages and matures, it becomes more and more important to be vigilant about protecting your good name. And the first step towards staying one step ahead is to effectively monitor what I call an attorney’s online portfolio. It is far more expansive than what your law firm posts or what might show up from LinkedIn or Martindale. And it only takes one bad apple in an orchard full of good ones to feel like your name, reputation and business might be harmed.

In an interesting comment posted on my WMT column page is a website developer frustrated that he has encountered situations where a top result on a Google search is “ancient history.” Something 5+ years old that is “totally irrelevant.” This points out the downside about some online reputation “fixers” where a problem is fixed today but could float back to the top after an algorithm change.

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 15, 2013

LPT: Collaboration

by Micah Buchdahl

Thank you to New York intellectual property attorney Richard Goldstein for serving as issue editor for this month’s Law Practice Today, focusing on collaboration. Rich has put together a great issue, with contributions from lawyers and non-lawyers providing perspectives on culture, partnerships and strategies to increase effective collaboration in the workplace. Ed Poll talks about work/life balance in the “management” feature. And Greg Fredette of Saturno Design pens the “marketing” feature on how to “go mobile,” with tips on capturing website traffic on the go. Dennis Kennedy takes it a step further with 13 mobile collaboration tips for 2013.

To read the January issue, click here.

Thanks,

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.