Marketing

Marketing by the Numbers, Part 2 About seven years ago, I created a 13-minute video entitled Marketing By the Numbers, where I showed, through the power of data, the rationale behind many recommended marketing practices. Although the stats that I used (particularly those regarding social media and mobile devices) may now be outdated, the marketing…

I’ve written previously about the concept of seasonal marketing  for law firms – that is, offering limited-time services that have some connection with a holiday or season. So for example, around Memorial Day or Veteran’s Day, a law firm might offer discounted services to veterans. Of course, seasonal marketing can go awry also – as…

I’m not sure how I missed it, but at the end of 2015, Google formally launched Primer , a free, sleek app that delivers bite-sized marketing lessons to help companies of all sizes build their businesses. Since then, Google has continued to update the app with new tutorials for small businesses developed by national experts…

Referrals from big law firms. They’re the holy grail for lawyers with a specialized practice area commonly handled by large firms, or for big law expatriates who often aim to build a practice out of more price sensitive clients who can no longer afford big law rates. Yet generating big law referrals isn’t as easy…

Content marketing is all the rage – but there are so many ways to attract and engage readers besides producing content on blog platforms like these, video or now over-used infographics. For example, you could test or entertain readers with quizzes and assessment tests. You don’t need a fancy system to set up a quiz…

Although I don’t think that lawyers should treat clients as customers, nevertheless, lessons from customer service can sometimes be useful in managing clients. I found the suggestions in this piece, The New Customer Service Trend That’s Shaking Up the Marketing Industry  to be especially on point. First, the article distinguishes between customer-centric and customer-first marketing…

Although most legal marketing initiatives focus on client acquisition – think lead generation ,  SEO-powered blogging and good old fashioned networking – client retention offers far more bang for the buck. Studies show that there’s a 60 to 70 percent chance of making a sale to an existing customer compared to just a 5 to 20…

Fafinski, Mark & Johnson  (FMJ), a seventeen-year old, mid-sized Minnesota law firm is poised to embrace 2017 with a 17-themed special of its own: offering new business incorporations for just $17.17 – plus expenses, reports the Star Tribune .  The goal behind the $17-special is two-fold.  First, the firm wants to help more fledgling businesses…