Lead scoring is a powerful tool for law firms looking to prioritize their marketing efforts and focus on the most promising leads. To create an effective lead scoring model, it’s crucial to identify the key metrics that...more
Law firms leaders and legal marketing mavens know how important it is to make every marketing effort count but often struggle to wrap their arms around how to evaluate their efficacy. ...more
Thought leadership is a better tool for positioning yourself in the eyes of your target audiences than your online bio or your LinkedIn profile and posts. If you’re not regularly producing thought leadership content,...more
A recent conversation with a general counsel who voluntarily left his position reinforced the importance of why we all need to stay connected. In today’s fast-paced business environment, building and maintaining strong...more
If you want to build a following through your thought leadership content, you need to respect the people consuming that content. Here are five ways you’re doing the opposite. Building an audience by publishing thought...more
Advocating for your clients through your thought leadership is a savvy way to bring about change your clients want to see, while solidifying you in the eyes of those clients as the go-to attorney for their legal or business...more
In crafting a future-proof client engagement strategy, law firms and professional service firms must view each event and sponsorship through the lens of revenue generation, relationship building and reputation enhancement....more
The best ghostwriters don’t just write. They work with their clients to frame their ideas in ways that produce content that is relevant, valuable, and compelling to their target audiences. If you are thinking about hiring...more
When people commit to spending their hard-earned dollars, they go through a process. This is true of even the most basic consumer goods, but the process tends to be more complex when choosing a law firm. What is referred to...more
In this emerging era of artificial intelligence and AI-generated content, credible thought leadership content will be authoritative thought leadership content. It’s becoming easier and easier to create content these days,...more
If you want to build a following through your thought leadership and not just an audience, your followers will need to trust you. Here are five rules for building that trust....more
As of today, science has not been able to successfully clone human beings. It certainly cannot yet clone humans in adult form. There’s no way to copy and paste us so that we can be in multiple places at once. Today, we can...more
The data you glean from your referrals and referral sources is the key to increasing your referrals and growing your law firm. Do you know who referred you the most potential new clients over the past year or two?...more
Like baking a cake and decorating it, writing and editing are two separate but complementary steps that must both be mastered to win the competition for your audience’s attention and affinity. ...more
Today, thought-leadership marketing and business development content is as important a credential for lawyers as where they went to school and the awards they’ve won....more
Original research can be the cornerstone of a thought-leadership program that propels a law firm miles ahead of its peer and competitor firms. I’m always surprised when I look at the websites of Am Law 200 law firms and...more
You can build your authority and show thought leadership through content you curate for your clients and referral sources, not just content you create yourself....more
A few years ago, I was asked the question, “What is relationship marketing, and where do you start when you want to build your business?” Since we’re in a relationship business [spoiler alert], I’d hope that most lawyers...more
It’s true – running an organization that is built on in-person personal relationships has it’s challenges. But what doesn’t have its challenges in 2020, right?...more
For better or worse, we’re all uber-connected these days, between our desktops and our smart phones and our tablets. While many of us can and do (and probably should) take technological time outs for holidays and weekends and...more
How many times have you gone to an event, maybe a conference or a business after hours, or even just a social event with friends, and a new acquaintance sends you an invitation to connect on LinkedIn? You might have seen the...more
Daily, we interact with lots of people – this happens in person, at our offices, in the coffee shop, at our kids’ sporting events or art classes. It happens online, through our group chats, text messages with friends,...more
We know and are comfortable with the idea that the legal industry is a business of relationships. Lawyers do good work, their clients talk about it (hopefully) and that brings them other clients. That’s the basic principle...more
I recently had the opportunity to participate in a podcast with Deirdre Breakenridge for her Women Worldwide series, discussing how to build unbreakable bonds. One of the questions she asked me to think about in advance of...more