Currently Browsing "Brand Building"
Sponsored Stories: Facebook’s legal marketing breakthrough?
The last time I looked at Facebook for law firms, the network was still using “Fan Pages,” which I thought was a nice but not critical feature for law firm communications. Since then, the Fan Page has evolved into the ubiquitous “Like” function, Facebook has added about 100 million more members, and the site has shown signs of… more »
Can a full-service law firm use Twitter?
When you try to be all things to everyone, you run the risk of winding up as nothing to anyone. That simple truth still eludes many businesses and organizations that consider their target market to be “everybody” or think that they can survive with a “general” mandate in a relentlessly diversifying world. When I was running a national lawyer magazine,… more »
The No Homers Club: collective brands in the law
What’s the most valuable brand in the legal marketplace? The answer will depend on which segment of the market you’re looking at, of course, and no matter the jurisdiction, arguments are sure to erupt. But for the most part, there’s very little hard evidence to support one choice over another. Earlier this year, the UK firm Superbrands ranked… more »
Thanksgiving and the art of strategic communication
Thanksgiving is only a few short weeks away here in Canada. Unlike our American friends, who mark the occasion on the fourth Thursday of November, we celebrate our earlier harvest on the second Monday in October. Either way, that leaves plenty of advance time to remind you of one of Matt Homann’s best marketing insights: send your clients… more »
Lawyer Profiles: Dropping the Middle Initials
I’m impressed with a recent post by Bob Ambrogi titled The Art & Science of Lawyer Profiles. If you haven’t seen it already, do yourself a favour and take a look. Whether you’re in the process of drafting your own profile, or helping someone else, it’s solid advice. I’m now going to use Bob’s post to go off on… more »
Strategic media placement
We’ve heard endlessly (more than once from me) about the imminent death of newspapers, the collapse of a once-great industry and business model, etc. and the correspondent rise in the power of social media. No one will dispute that news organizations are having a very difficult time adjusting to the post-internet economy, and I’ve written here… more »
Comic Sans Debacle Shows Importance of Font Choice
Ask anyone involved in legal marketing, and they’ve probably been face-to-face with a lawyer who insists on using bad fonts. Last night it wasn’t a lawyer making this kind of bad choice, it was the owner of the Cleveland Cavaliers basketball team. His mistake wasn’t a mild one. It wasn’t a bad call between sans serif or serif, or… more »
SEO Without the Spam
My newest column was published at Slaw.ca today, titled: Injection Marketing Undermines Credibility. Within this piece, I’m trying to deliver two central messages. The first is pretty straight forward: that embedding links or messages about your services within web conversations is not only ‘tacky’, but it reflects terribly on you and your… more »
Creating a Facebook fan club
Spurred by Martha Sperry’s recent post about the numerous benefits to bloggers that Facebook offers, I decided it was past time for me to revisit and complete an old project: creating a Facebook Fan Page for my blog Law21. It’s still early in the process, and I’m learning as I go, but I can see a… more »
101 Law Firm Taglines – 2009 Edition
Taglines as branding devices have been a subject of interest for some time now. Jeanine Magsitza compiled a list of 100 law firm taglines in 2002; Nathan Burke analysed AmLaw 200 firm’s use of taglines on their websites in 2005; and a few months ago, Carolyn Elefant advised on how to write a good tagline. Curious to… more »
No Blog Comments & Connecting with Readers
If a blog post doesn’t receive any comments, does that mean you struck out? Actually, it’s quite common for blog posts not to receive comments. In the legal industry, and especially with lawyer blogs, we see it all the time. The truth is the majority of online readers are lurkers. It’s called the 90-9-1 Rule, where 90% of your… more »
What’s Your Tweetable Elevator Pitch?
A fun idea germinating from a discussion with Jordan Furlong… Is it possible to reduce a company’s elevator pitch down to the 140 character limit of a twitter entry? Brevity never being an easy task, it seemed like a challenging & hopefully productive exercise. So, I’m in. I’ll queue the entry below up on my own account in… more »
Law Centers Make JD Supra Browsable
An item just posted on the Stem news page: JD Supra announced its new law centers this morning; a feature that should add both context & browsablity to their community-driven collections. The law centers are broken down into four core divisions: personal law, business law, government law, and law practice management; with each… more »
Blawg Review Still Going Strong
Stem client John Hochfelder is the host of this week’s blawg review, which comes with an interesting personal touch – the review is both dedicated to, and the theme guided by, the life of his late father. The publication date was also timed nicely for today, his father’s birthday. And before anyone guesses wrong, the theme idea and… more »
Lawyer Web Publishing & Content Routing
This past Sunday I published my latest Web Law Connected column over at Slaw, titled “The Formal-to-Informal Rule of Lawyer Web Publishing“. The title of month’s article is a bit of a misnomer, and my suggestion of a rule is a mental guideline more than anything. The basic premise is to be careful about taking raw unfiltered… more »
