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- May 2012 (2)
- April 2012 (3)
- March 2012 (4)
- February 2012 (3)
- January 2012 (4)
- December 2011 (3)
- November 2011 (1)
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- August 2011 (2)
CRM
Why Have an In-House Marketing Manager and Advertising Agency?
Tue, 03/27/2012 - 12:51 — admin
Having an in-house marketing manager for your law firm in addition to retaining an ad agency seems redundant, doesn’t it? After all, isn’t a marketing manager’s job to handle all aspects of your law firm’s marketing? So, wouldn’t it be duplicative to pay an ad agency for the work your marketing manager is supposed to do? However, in practice, a marketing manager really can’t do everything a full service ad agency can do. But your marketing manager can really help your law firm’s marketing perform well by working closely with your agency.
Who Keeps Track of Your Law Firm’s Advertising?
Did you have a tough time answering that question? If so, your firm could use a marketing manager. Your marketing manager should always know what tactics are implemented and how those tactics perform. By keeping better track of your firm’s advertising, you will be better equipped to talk with your agency and develop more specific strategies to improve your marketing efforts.
Better Understanding = Better Creativity
Where a marketing manager really pays off is in relaying a better understanding of your firm to your advertising agency. The more an agency knows about your firm and your practice, the more educated they are to develop marketing strategies that fit your firm and your market. While advertising agencies are able to do competitive research and understand the media landscape, it can be challenging to take the pulse of a client and understand a firm’s personality. Ad agencies can also have a difficult time understanding what a firm’s goals and objectives are and whether those goals and objectives are being met without a point person.
Relationships are Key
At the end of the day, relationships are paramount for the success of any business venture. Without a symbiotic relationship with your advertising agency, your law firm’s marketing could suffer. Marketing managers help aid the information sharing that goes on between your firm and your ad agency and can help come up with ideas and tactics for your firm’s marketing campaign. Marketing managers are especially important in law firms where the partners don’t have time to keep track of their own marketing efforts. If no one in your firm is keeping track of your marketing, then how do you measure success? For ideas on how your firm can better track its marketing efforts, contact Network Affiliates today.
Giving Clients The Tools For Word-of-Mouth
Wed, 02/08/2012 - 15:28 — admin
I’ve seen attorneys scratch their head trying to figure out why they haven’t received the public praises they deserve for their superb quality work. The truth is, most people are more likely to share their opinion after a negative experience rather than a positive experience. This is primarily due to the fact that they expect exceptional treatment, which is why you need to provide them the tools and reasoning for advocating for your firm.
Give them a reason to help
Let your clients know you truly care about them and the outcome of their case and that you would like to serve others in the manner you have served them. Express to them that they can help other people in similar situations by being a firm advocate. Let them know that their reviews are part of a greater good, not just an opportunity for the firm to profit. That feeling of community and being part of something bigger can be extremely effective.
Give them instructions
Whether it is by email, flash drive video chat or in a leave behind packet, give them complete instructions on how and where you would like them to post a positive review and/or provide a recommendation. Give them links to your Google Places and Yelp page. Explain how to set up a profile on these sites. The easier you make it for them, the more likely they are to participate.
Timing is everything
When are your clients most likely to provide a valuable recommendation? Most likely it’s when you hand over their check. This is when you should give them a reason to help you and instruct them specifically on how to do so. It is all about opportune timing.
Most big firms ignore this opportunity because they don’t see the value or simply are afraid to ask. These actions result in referral business, which typically represents your most valuable cases. If you need help building referral business, contact Network Affiliates today.
Data For Dollars
Tue, 01/24/2012 - 07:43 — admin
There’s a reason Facebook is worth more than $100 billion dollars. Facebook’s price tag is so high because of its access to 800 million plus users and engaged eyeballs. An engaged community is priceless as it creates an opportunity for viral business for your law firm. In order to successfully participate in a database marketing campaign, you need a plan and strategy.
The Foundation
Depending on how diligent your intake has been in collecting complete information, your current and past clients are the best place to start when developing a database. Extracting this list from your current case management system can be a daunting task depending on your software. But the valuable information derived is definitely worth the organizational effort.
Grow the list
So how do you enhance and grow your database? For starters, be diligent about asking for information. Every call and visitor to your website is either a potential case or a potential referral source. You’ve paid for this lead, so make sure you capture information so you can re-engage later. Wish you had e-mail addresses and mobile phone numbers for all of your contacts? Ask for it! If you only have mailing addresses, send a mailer requesting this additional information. To improve response, consider offering an incentive (in exchange for the information, each respondent is entered to win something of value).*
*Always check your local bar regulations first to ensure compliance.
Execute Effectively
Whether you provide your clients or consumers with information via social media and/or by email, make sure the information you provide is delivered consistently and is relevant to the audience. If you make the information just about the law firm, your database will dwindle with time. Incorporate compelling information they can use in their everyday lives.
Investing in growing a database can be a struggle initially because you will not see the ROI right away. But having a list is an invaluable channel and medium for both new business and referral business. Contact Network Affiliates today to learn how we can help you grow your database.
The Value Of An Exit Interview With Your Client!
Thu, 12/15/2011 - 11:36 — admin
When are clients the happiest with your firm? When they receive their settlement check from their attorney. Your firm can capitalize on that specific moment by giving the client an opportunity to advocate for your firm. Simply set up an on-camera exit interview. Here are some things to think about when setting up these exit interviews.
There needs to be incentive for their time
Remember this is an exit interview. Explain to the client that you want to help others in a similar situation and the exit interviews allow your firm to do just that. Give them a reason for their unbiased feedback. Maybe this can include an incentive such as a gift card, movie tickets, etc. They are taking time out of their day to make your firm better. The value of their opinion exceeds the cost of any gift card or movie ticket.
Ask the right questions
Figure out specifically what they liked about your firm and what they did not like. Do not sway just for the positive. Honest feedback allows you to adjust certain internal processes, improving the service you provide. Plus the client will appreciate your concern and respect for their opinions.
Get a release form
Depending on your state bar, it could make sense to repurpose the exit interview videos for web content. Make sure you have the proper release forms in place to do this. Nothing is stronger then a sincere testimonial from a satisfied client. Take advantage of the opportunity to share this sort of content virally.
Exit interviews are extremely valuable for two reasons; it gives your firm an idea of where they can improve and what their strongest assets are and it gives you possible content for the web. Contact Network Affiliates today to learn more about on-camera exit interviews.
Facebook is King Now, But What's Next?
Mon, 11/14/2011 - 16:04 — justinh@netaff.com
Facebook is on top of the world right now. We've seen a major motion picture produced about the social network, a huge IPO and it's highly likely that you are a member of the social network. But does Facebook have staying power? Right now, most would be inclined to say *yes* but, if history is any indicator, Facebook will go the way of the Dodo eventually (see: MySpace, Friendster). We're not saying Facebook is going away. In fact, I think it will be around and will be relevant for quite a while. But what is around the corner? Let me introduce you to some other social networks that could benefit your law firm.
Google+
Google+ is a new social network being launched by, well, Google. The beauty of this network is the ease in separating contacts into different groups that can only see certain content you post. For example, your law firm could create a "law firm" group and a "clients" group that sees different content. This allows your firm to post only what is relevant to those particular groups and allows your firm to better manage its social media presence. Google+ is also tied to your Google account, so it could end up being better indexed by Google when compared to Facebook or Twitter.
Tumblr
Tumblr is a "microblogging" platform that also has social networking features. What is a microblog? It's basically a simplified blogging platform that is focused on short, quick posts and the ability to connect to other blogs. On Tumblr, you have a news feed like Facebook or Twitter that contains the posts of blogs that you follow. This allows you to quickly follow other blogs and comment or re-post their content. Your firm could use this platform to blog about new happenings at the firm, charity events your firm is taking part in or results from cases you are working on. Most Tumblr accounts are picture based, so if your firm has lots of photo content, this platform might make sense. Tumblr also can connect to your Facebook and Twitter accounts, so whatever you post on Tumblr can also be posted on Facebook and Twitter instantaneously. Go here to learn more about Tumblr.
YouTube
This isn't a new social network and is a service you are probably familiar with, but it amazes me that so few attorneys are using this platform. Your firm should be posting its testimonials, commercials, PSA's, any video content it may have on to YouTube. At worst, these videos will help your firm's SEO. At best, your firm might just get a case from long tail search. Video is the future of the web and as videos become more and more easily indexable by search engines, YouTube will become an increasingly important cog in your online marketing machine. If your firm doesn't have a YouTube account already, create one and get to posting. You won't regret it.
The beauty about these social networks is that content on one of these networks can easily be posted on another social network. It is a matter of copying and pasting or simply setting up the accounts to link with one another. Law firms who master social media will end up being the winners in the long run. Start educating yourself about these social networks now before it is too late. Contact Network Affiliates today to learn how to best use social media.
The attorney advertising regulations vary from state to state and some advertising strategies are inappropriate in some states. Network Affiliates, Inc. will work closely with you to review and comply with your state's attorney advertising rules and guidelines.
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Keeping In Touch With Past Clients
Mon, 09/12/2011 - 15:33 — justinh@netaff.com
Why Should I Keep In Touch With Past Clients? This is a question that should be common sense among lawyers, but it still isn't. For whatever reason, attorneys still operate very transactionally. This means they assume that when you are done handling a client's case, that is the end of that relationship, for all intents and purposes. It's almost like a fast food sort of mentality where you serve that person once and you move on to the next case like nothing ever happened. Not keeping in touch with your past clients is a huge mistake and is costing your firm money.
Referrals are the life blood of your law firm- It seems like we've said this a hundred times in this blog at this point, but it bears repeating; referrals are the best cases your firm can get. These cases cost you little or nothing to receive and most are well qualified and worth a lot of money. Where do you get these referral cases from? Your past clients. You can't get these cases if you aren't staying in touch with your past clients. So, how should you keep in touch with clients that have been satisfied with the work your firm does?
CRM still works- CRM is a great way of staying in touch with your past clients. Sending brochures and newsletters to past clients still works well and will help your firm win cases. If your firm doesn't want to kill any trees, your firm can send out your newsletters via e-mail. Sometimes, the simple gesture of sending a card is enough to distinguish your firm from others. Birthday cards, thank you cards and holiday cards are all still effective. We suggest, however, sending out cards for holidays where cards aren't as common. Thanksgiving is a good example. If you know your past client was a veteran, a card on Memorial Day or Veteran's Day might be appropriate. Really, the sky is the limit and any of these activities will help your firm develop more referral based business.
Social media was tailor made for keeping in touch with clients- Social media is a sector where few law firms are active. Having an active social media presence will allow your past clients to engage with your law firm and keep your firm top of mind. This results in more referrals for your law firm. Having positive reviews on Yelp and engaging with reviewers is another way to keep in touch with past clients and develop more referral based business. Your firm can also post testimonials online or videos discussing situations you have helped clients out with to show how your law firm can help. This is a new frontier for attorneys and is still maturing. Learning how to develop referral based business online can only help your law firm grow its business.
Choosing just a handful of ideas from this blog post and implementing them will make a difference for your firm. The question is, how many of these ideas are you willing to implement? Don't bite off more than you can chew. Start small and then add more to the solid foundation you have built. Referral cases are the best cases that come into your office. You owe it to yourself and your firm to do a better job in obtaining these cases. To discuss how to best keep in touch with your previous clients, contact Network Affiliates today.
The Data Deluge
Wed, 04/06/2011 - 08:16 — admin
We talk a lot about tracking your law firm’s business in these blog posts. The reason being that not knowing what is effective in marketing your law firm can be a recipe for disaster. But I understand your perspective on why you don’t track. You’re a lawyer. You are supposed to be practicing law, not measuring every last innocuous metric of your law firm. You’re right. Tracking takes time and investing in a system that makes tracking simple. But you don’t have to analyze every piece of data your firm collects in order to be successful. In fact, having too much data to analyze can be overwhelming and help to complicate your firm’s decision-making.
It is important for your law firm to track every piece of data about your clients and your clients’ cases as possible. Having all of this information will allow your firm to tailor your marketing campaigns to very specific audiences and truly target your marketing. By being able to whittle down your database, you can save money on direct mail and CRM campaigns by virtue of having a strong database filled with information. Your firm doesn’t have to analyze all of this information on an on-going basis. In fact, doing so could paralyze your firm due to data overload. But, when your firm is trying to contact its past and current clients, your ability to segment that data and target the right clients can aid in the success of any marketing effort.
To become effective data analyzers and segment your clients effectively, determine which pieces of information are most important. Is it household income? Is it the zip code they live in? Is it their profession? Knowing these bits of information and knowing how to retrieve it will go a long way to helping your firm use and obtain the right information. Defining these important pieces of information will also help your firm avoid having too much data to pick through when building a marketing campaign. Many attorneys are justified in not wanting to waste time setting up these campaigns. Luckily, time doesn’t have to be wasted if your database is set up properly and is populated with information. If your database is set up in such a way, then targeting your clients should be a breeze. If it isn’t, your firm has some work to do.
All of this points to a larger issue and that is what is your firm trying to accomplish? What are your firm’s goals? Does your firm have any goals for this year or other long-term goals? Without those goals in place, tracking is irrelevant. Tracking is only relevant if you are actively trying to improve your legal practice. So think, what is the goal of your law firm? Your marketing efforts should help to achieve these goals. And when you are marketing, make sure you track everything. But don’t think you have to use every piece of data for every campaign. This deluge of data could derail your firm if you’re not careful. Set up your database so information can easily be extracted and ensure you continue to track everything. Tracking will let you know whether or not your firm is growing or falling by the wayside. Contact Network Affiliates if you want to discuss your firm’s goals and how to achieve those goals.
What is Your 2011 Marketing Plan to Increase Business?
Tue, 01/04/2011 - 18:37 — Clay Frickey
2011 is finally here. After being out of the office and spending time with friends and family during the holiday season, most of us are back in the office putting our noises back to the grindstone and beginning 2011. Most lawyers are looking for 2011 to be a better year than what we experienced in 2010. But some lawyers are better prepared for 2011 than others. Some attorneys have a plan for increasing their business in 2011. Do you have a plan on increasing business in 2011?
If you don’t have a plan for this year, you’re not alone. Many lawyers dread the thought of planning, especially when it comes to marketing and business development. If you fall into this camp, here are some ideas for things your law firm could be doing in 2011 to increase your business.
- Reach out to your past clients. Use CRM materials or e-mail to touch base with your past clients and increase your referral business
- Start blogging. Become an authority on your area of law locally so when people think of a lawyer they know is knowledgeable about their case, your firm comes up.
- Improve your website. No legal website is perfect. Constantly refine and update your website to be more user friendly but also more search engine friendly as well.
- Become an active member of your community. Go to community events and get behind a local cause. But do so because you care about it, not just to bring in cases.
- Empower your employees to sell your law firm. Everyone is a sales person in your firm and your lawyers and traditional marketing efforts aren’t enough.
- Make your first impression with potential clients count. Get a receptionist who is courteous and competent to answer your phones. First impressions can be deal breakers or makers.
- Does your law firm have any goals for the year? If not, develop some. Either way, write down your goals so that they can be attained.
- Network with other lawyers. Referral cases are the best cases that come into your law firm. Reach out to other lawyers to get lunch and catch up. Make sure you are the lawyer that comes to mind whenever they get a client outside their area of expertise.
- Return the favor to other lawyers. Refer cases out that you can’t handle to lawyers you trust. Developing this sort of referral network is something your competition is not doing and can develop as a steady source of cases and revenue for your law firm.
What does 2011 hold for your firm? If you don’t have a plan, there is no way to know. You need specific, obtainable goals to know how well your firm performs. If you don’t have a plan yet, now is the time to get started. Otherwise, what does success look like for your law firm? If you have any questions about any of the topics mentioned above, contact Network Affiliates today.
Using Professional Organizations to Grow Your Referral Network
Tue, 12/14/2010 - 20:19 — Clay Frickey
Referral sources are an important source of business for any law firm. Most lawyers will have a network of other lawyers that practice other types of laws and will refer cases out to. This strategy of referrals will often times generate good business for a law firm. With that being said, very few law firms have a referral network that can’t be improved upon. If your law firm’s referral network can use some work, perhaps it is time to consider joining local professional organizations in order to develop more referrals.
A local professional organization is a group of professionals from different companies and industries that meet once a month to network and develop as professionals. Your local chamber of commerce or a non-profit such as Goodwill or your local museum usually organizes these sorts of groups. For the group organizer, these groups help to groom new generations of donors and participants that help keep these organizations alive. For the members of the group, these professional organizations allow for great networking opportunities and opportunities to develop further as a professional.
For lawyers, these groups provide your firm with great ways for your lawyers to develop as professionals and to develop strong referral networks. Referral networks aren’t just limited to other lawyers and your law firm’s clients. Referrals can come from anywhere, including leaders from other businesses around town. Professional organizations such as these give your lawyers access to other local business leaders that will probably have legal needs at some point. If a lawyer from your firm is active in these groups, your firm will always be top of mind when a legal issue arises.
Also, these professional organizations tend to attract other law firms to network with. Most of the law firms in these groups probably won’t practice the same sort of law that your firm practices. If they see a lawyer from your firm in one of these groups, you have created an instant connection with that other law firm. They will see your law firm as having similar values to their law firm and will think positively about your law firm. The organizations also provide consistent face-to-face time with these people, so you will be constantly in front of these other law firms and can easily exchange cases on a month-to-month basis. This is an incredible value and can provide your law firm with referral opportunities that you didn’t have before.
Developing this referral network is a key component for any successful law firm. Once you have these referral sources into your database, you can then follow up with them via your CRM program and you will begin to see results very quickly. So if your law firm hasn’t considered getting your lawyers involved with a professional organization, now may be the time to do so. Need help with developing your referral network? Contact Network Affiliates today.
Give More Than Your Firm Takes This Holiday Season
Mon, 12/06/2010 - 08:00 — Clay Frickey
The holiday season is busy for everyone. Between Thanksgiving, Christmas, Hanukah and Kwanzaa, nearly everyone is celebrating something in the last six weeks of the year. This also means many people are traveling and are in holiday shopping mode and are tuned out during the last portion of the year. As a law firm, the last thing you want to do is be insensitive to this and take more than you give. Here are some ideas on how your firm can still stay in front of your clients but in a way that shows your firm’s dedication to your community.
Staying in touch with your clients is incredibly important this time of year. But instead of bombarding your database with marketing messages, send your current and past clients a special holiday message. Send your clients a card from your law firm telling them to be safe. Have your lawyers sign the card personally. Sending a card this time of year shows that your firm cares about its clients personally as opposed to just seeing them as another number or another case. Having your lawyers sign each card is also a nice personal touch that can go a long way. This form of CRM is very cheap and the message is very strong and can only help your law firm.
If your firm doesn’t want to send cards to its clients, your firm can certainly try using public service announcements during the holiday season. Your firm could produce a custom TV commercial PSA with your lawyers delivering a message about driving safely this holiday season. Or, your lawyers could simply say, “Happy Holidays,” during the ad and not even mention your legal services. Delivering this kind of message is branding your firm as a contributor to the community. This positions your law firm as a caring member of the community and instantly builds trust and credibility with prospective clients.
This time of year is also a fantastic time to give back to your community. So, if your firm is involved with any charity work, post links to that charity on your social media pages and your law firm’s website. Try and get other people involved in causes you support. This can only benefit those causes and the people who benefit directly from those causes. The by-product of this is that you feel good about yourself and others see your firm participating in these activities, thus trusting your firm and seeing your firm in a better light. It’s a win-win all around and can only make your community and this world a better place.
So during the holidays, put down the sales cap for a minute and approach the holidays like you would anyone else. Advertise with a higher purpose. Contribute to your community and give back to charities. This time of year is about things that are more important than a law firm. It’s about giving back and being thankful for everything that we have. Make sure your firm is doing the same and gives back to the community that helps to support you.
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