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In a market that has heightened expectations for client service, communication, the delivery of value at all stages of a representation and predictability in pricing, law firms must re-evaluate the nature and breadth of their associate training.
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There's a lot of allure when it comes to viral content. The thought of law firm marketing whizzing through the Web, without cost to the firms, is enough to make a person cry. But what is the downside?
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Well, it's official. The term "Content Marketing" has now entered the double-edged world of a "household name." Strive for it? Sure, for a brand. But, when a concept, an idea, or a tactic reaches that level, it creates an inverse correlation between the amount the term is used, and the degree to which people understand it.
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When the law firms of Edwards Angell Palmer & Dodge LLP and Wildman Harrold Allen & Dixon LLP merged in 2011, marketing efforts, specifically the online and digital Web presence, were quickly devoted to achieving a cohesive "one voice, one brand, one solution" approach.
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Just as chief marketing and business development officers came to the fore following the recession, "chief strategy officers" are making their way to the managing partner's cabinet.
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Hey, wanna know the one rule for a flat stomach? How about the secret $5 wrinkle buster? Spoiler: There is no one rule or $5 secret. But it must be part of the human condition to seek out quick solutions to thorny problems because people keep clicking these ads. This trickles into my little corner of the "teaching Office 2013" world through a seemingly harmless question: Should I turn that off?
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Being singled out by one of the research-based legal rankings or directories can be a big client booster, whether it's a practice area or individual lawyers that are recognized. Here's how to achieve those rankings.
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Helping a firm's marketing and sales team to perform at its peak is part of the role of an effective firm leader. There are two key areas where firm leadership may play an important role.
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The best training programs produce desired behavior change in lawyers. If they were not comfortable with asking for new work before, now they are. If they never created a business development plan and followed it, now most of them will.
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Lawyers must understand the process by which they deliver a legal solution. That means they understand every task in the process and who should be performing those tasks, whether it is a partner, an associate, a paralegal, or another professional.