Your marketing strategy is the key to growing your law firm. If your marketing strategy is stale (or non-existent) you’re not going to fuel the growth you’re hoping for. On the other hand, an effective marketing strategy will help you bring in new clients, generate more referrals, and even help you justify higher rates. In
business development
Marketing Planning is Just the Beginning
By Tom Kane on
Posted in Marketing Plans, Marketing Tips
Marketing meetings are important. But sometimes they’re just an excuse for inaction. Talk is cheap. Buy-in and action are key. I have attended many a marketing meeting over the years, and unfortunately, many have resulted in inaction.
My friend Larry Smith and Richard Levick of Levick Communications wrote 365 Marketing Meditations: Daily Lessons for Marketing …
It’s Time for Proactive Marketing
By Tom Kane on
Posted in Client Communications, Marketing Tips
Okay, okay. I know what you’re thinking. Isn’t marketing by definition proactive? Well, I’m thinking about a slightly different twist. It involves anticipating future problems that a client may encounter and discussing them with them in advance before they ask somebody else.
A couple of days ago The BTI Consulting Group published the results…
Retain Associates with Marketing/BD Training
By Tom Kane on
Posted in Marketing Tips
For firms that are only interested in associates cranking hours until they get burned out, this post is not for you. More likely it is for medium to smaller firms who really want to build their firm; and want it to survive with new rainmakers as partners age.
Two notable exceptions are Quinn Emanuel and…
Traditional Hourly Billing Is Finally Dead – Almost
By Tom Kane on
Posted in Marketing Tips, Prospecting for Clients
More than 10 years ago I started talking about:
- considering alternatives to the billable hour;
- questioning the future of the billable hour; and,
- in 2007, raising a question of whether the billable hour was dead?
I now know that those posts were a “touch” premature. I’m not so sure they still are.…
Visit Your Clients ASAP
By Tom Kane on
Posted in Client Communications, Marketing Tips
From the very beginning of this blog, I have urged lawyers to visit their clients (off the clock) at their place of business (also referred to as their “problem space”). It often results in immediate new business. It worked for me, and many attorneys I’ve coached over the years said it worked for them.
That…
Does “Market of One” Approach Make Sense?
By Tom Kane on
Posted in Client Communications, Marketing Tips
Ran across The BTI Consulting Group’s concept of “Targeting Clients with a Market of One Approach.” Their “market-of-one” approach does not mean you only market to one client. Obviously, starvation would quickly follow.
What they mean is that instead of focusing your marketing on your firm/practice area or concentrating on a geographical area, you should…
Part II – Associate Marketing: Second Year Onward
By Tom Kane on
This is the second of two posts on associate marketing early in their career. As I mentioned last time, I’ve addressed the topic in 2014; and friend and colleague Ross Fishman of Fishman Marketing has recently completed his treatise entitled The Ultimate Law Firm Associate’s Marketing Checklist.
In this post, I’ll speak to…
Associate Marketing: First Years
By Tom Kane on
Posted in Marketing Tips
This topic relating to marketing for new lawyers has been addressed previously on this blog. Recently, friend and colleague Ross Fishman of Fishman Marketing has completed a book entitled The Ultimate Law Firm Associate’s Marketing Checklist. Not surprisingly, Fishman has done a great job, and since he sent me an e-book version, I decided…
Want More Business? Manage Client Relationships Better
By Tom Kane on
Posted in Client Communications, Marketing Tips
If any lawyer does not understand how important client relationships are they need to find another line of work. In this month’s issue of Edge International’s Communiqué there is an article by Shirley Anne Fortina that points out how important strategic CRM is to business development.
She states “Client relationship management should be your number…