EVB Consulting

Jessica Sharp
The Legal Intelligencer
01-29-2010

Last year was a tough year for most industries, and especially hard hit were law firms. Associate pay cuts, restructuring of billable hours, cancellation of summer internships and the crumble of some major firms; it's no wonder marketing is also seeing significant cuts. But it's not all doom and gloom. Here's the silver lining -- now may be the best time yet to get out there and market your firm. And possibly even better news -- it doesn't have to cost an arm and a leg (or rather an associate and an end-of-year bonus). Here are 10 marketing tips that you can start using now that won't break the bank.

1. Keep attorney bios fresh.

Frequently update attorney bios with links to recently published articles, quotes in the media, speaking engagements, panel participation and CLE courses. Keeping bios up-to-date not only keeps them from getting stale, but also gives additional credibility for anyone doing their own research online. In addition, including as many links as possible makes an information-rich and easy-to-use Web page.

2. Record and post.

Videos on law firm Web sites not only increase search engine optimization, or SEO, but also provide an additional, three-dimensional perspective of the firm and its attorneys. More than a stiff headshot, video conveys personality and expertise. In addition, more and more media outlets are requesting to see video clips of attorneys before agreeing to an interview. By posting video to your firm's Web site, you're better positioning the firm's attorneys for speaking and media opportunities, not to mention bumping up your Google rating.

3. Make your firm's marketing materials downloadable.

Including a link to download the firm's marketing materials on every page of the Web site is just one more way to put your message at the fingertips of those who may benefit. Rather than having to dig around for print copies, pulling up the Web site and downloading a PDF takes less time, less money and less stress (not to mention fewer trees). In addition, it drives increased traffic to your Web site.

4. Create an online newsroom.

More than just recent press releases, an online newsroom should include links or PDFs of recent media coverage, CLE course announcements, recently published articles and anything else that may be of interest to clients or potential clients. An information-rich newsroom may be the most useful page on your firm's Web site when it comes to new business development.

5. Make your marketing virtual.

There are so many ways to make the leap from traditional marketing to Web 2.0 and most cost little to nothing. Every attorney should have a LinkedInYouTube and link to it from the firm's Web site. E-blast clients, potential clients and anyone else who may care with client wins, firm news and links to recent media coverage. Add a "tweet this" button to all firm news online and let your clients, friends and family do your marketing for you. 

6. Blog.

If you've got something to say, and most attorneys do, blog about it. A blog doesn't have to be filled with original thought or groundbreaking opinions, it simply needs to be interesting and, if possible, entertaining. Personal thoughts about recent legislation, comments on a hot news story, kudos on a job well done -- as long as a blog is regularly updated, it can contain any number of things and can often serve as a great marketing tool for individual attorneys.

7. Align marketing and business goals.

It's vital that the goals of the marketing department and the overall business goals of the firm are aligned. Marketing and business development should always work together to create cohesive and consistent messaging for the firm. Together, marketing and business development should think holistically and only then can they part ways to execute specific tactics.

8. Monitor your reputation online.

The proliferation of social media has provided an online focus group for anyone who knows where to look. Regularly peruse areas on social media sites that commonly comment on the law and specific firms. Look at engagement levels on blogs, Twitter feeds and Facebook pages and read comments posted to online articles. These often provide more insight than information in the article itself. Add a survey to your Web site or blog or poll your Twitter followers. Utilize LinkedIn Answers to ask a question and get feedback. All of this will help you to keep a finger on the pulse of what's happening in the industry as well as within your own firm.

9. Ask "why is this important" first.

Before sitting down to write a press release on a recent client win or partner promotion, ask yourself, "Why should the media care?" Sure, it's great news for the firm, your client or the new partner, but what's really the news? To make it relevant to a larger audience, including the media, figure out what the compelling story is. Perhaps it's part of a larger trend, or maybe it marks an important milestone for the firm; whatever it is, figure out why anyone would care to read it before you start writing.

10. You still can't beat face-to-face.

E-mail, instant messaging, Web sites, YouTube, Twitter, Facebook -- there are so many ways to communicate with clients in an instant that we often forget the original form of communication: in person. Make time for more face-to-face meetings and you'll find a connection that's not possible with technology. It may be just the boost your client-attorney relationship needs.

So, if you look for it, you can find the silver lining around these harsh economic conditions. Most of these tips cost next to nothing, yet the benefits can be priceless. Resolve this year to bring marketing to the forefront and watch business grow. •

Click here for an excellent article in the February 11, 2010 issue pf BusinessWeek on an often overlooked trait every good business should display: a willingness to show vulnerability when appropriate.

David Koller
The Legal Intelligencer
01-06-2010

Around the time I decided to go solo, a friend of mine told me that when he first started his now very successful national accounting firm in the 1980s, he took a part-time job delivering pizzas at night to help make ends meet. I understood his simple but powerful message -- the sacrifices you make now to build your firm will be something you hopefully will be able to laugh about in 20 years.

Monday, April 6, 2009, was my first day open for business as a solo practitioner. On that day, I was ready to write your contract, negotiate your deal and take your case to federal court.

One week before opening day, I still had a heck of a lot to do. I was undecided on office space. I had not yet figured out what to call my firm. I did not have any business cards. And I did not even really understand how I would eventually pay myself. I wanted to get started, however, and that decision left me with no choice but to figure a lot of this out as I went along.

I spent that week running around town, getting ready. One of the first steps I took was to register with the Corporation Bureau of the Pennsylvania Department of State. Besides thinking of a name for my company and how I wanted to do business (LLC, PC, etc.), the application process entailed completing a few forms accessible online, including Articles of Incorporation. I also had to pay a $125 fee. But since this was my first official business expense, I did not mind. I was never so excited to spend money!

For me, the hardest part of registering my firm with the state was picking out a unique name that was not already taken. Apparently, my last name is more common than I thought. The final decision came down to the "Law Offices of David M. Koller" or "Koller Law." I probably thought about this decision for way too long. I now know that alongside an eagerness for starting something new comes way too much thought and analysis.

I also applied for an Employer Identification Number (commonly referred to as an "EIN") with the IRS. That simply required visiting www.irs.gov and submitting an online application. There was no fee for getting an EIN, and it took a matter of minutes. Once I had both a firm name and a federal tax number, it felt like my firm had a heartbeat.

Next, I remember that I contacted a company called Juris Design to inquire about a proposal for my Web site, based on a friend's referral that they specialize in developing sites for law firms. These days, everyone knows the importance of an online presence, so I decided that this would be my biggest investment. I splurged for a nice Web site.

Drafting effective text for the site took a lot of time and effort. To this day, that task has been something that, as my practice continues to grow, always somehow finds its way to the bottom of the to-do list. That last week prior to opening, though, I stayed up late drafting text because I wanted to have a live Web site for opening day. It was exciting to me, so the work did not seem burdensome at all.

Before we went live with the site, I purchased several different domain names from www.godaddy.com. I wanted a creative Web address, something both memorable and catchy. Because of my employment law practice, I thought about calling myself Mr. Work and having a domain of www.mrwork.com. I messed around with a few permutations of the basic idea. It sounded catchy and the few opinions I sought were favorable, but I ultimately decided against it.

Again, after what some may consider too much thought, I ended up going with a theme that plays to my local ties. I grew up in the area, and went to college and law school here. I truly am a homegrown local boy. I also envision a law firm that helps everyday people with everyday problems. Plus, I dare myself to be innovative and fresh, conveying a new, young and confident image.

As is always my preference, I also wanted something practical. I thought of search terms people use when they visit the popular search engines looking for a lawyer. With the help of my Web designer, we came up with www.phillyhometownlawyer.com. I promised myself that once the decision was made, I would refrain from any more thought on the subject. I purchased the domain name for about $10, and decided to go with it. With the click of a button, I now was Philadelphia's Hometown Lawyer.

I also hired an artist to draft my logo. Again, I wanted something fresh, innovative, yet respectful to the profession. The artist sent me 10 options. My wife and I had a fun time choosing something that we both liked for my Web site and business cards. Once selected, I placed an order for business cards, but could not have them printed yet because I still was uncertain about where the office would be located.

Later that week, I spent most of a day in the Municipal Services Building applying for my firm's business privilege license. I remember the drive into town, and the relief when I found metered parking on the street. This business expense would only be a few quarters, as opposed to a hefty parking garage charge. You really think like this when you are just getting started.

I had heard stories about long wait times at the office of Licenses and Inspections, so went in expecting the worst. I picked up the application, completed it and submitted it with a check for the $300 application fee. I received a ticket with a number on it and instructions to sit down and wait. It only took about a half hour or so to be taken to the back with one of the clerks, though, so it was not as bad as advertised. When I left the Municipal Services Building, I was ready to practice law in the city of Philadelphia!

To celebrate, I went out to lunch with a good friend of mine, Alan Nochumson. I became friendly with Alan through the Young Lawyers Division of the Philadelphia Bar Association, and through a basketball league we played in together for several years. Alan started his own firm a while ago, and he handles himself in such a way that has always left me admiring his style. I knew I wanted to build a firm just like he did.

The food was good at lunch, but the conversation was better. I spoke to Alan about what I envisioned, and he graciously offered me space in his office to help get me started. Granted, it was not my own office, but the price was right, and having him nearby definitely was reassuring. This kind offer was precisely the break that I needed.

I called my printer, gave my new office address, and asked that my business cards be printed. I headed into the weekend more excited about practicing law than I could ever remember.

When I finally was ready to open for business on that Monday, opening day lacked fanfare. There was no ceremonial ribbon-cutting, no fancy artwork, no smiling receptionist welcoming you to the firm, and no friends and family popping bottles of champagne to celebrate. In fact, there wasn't even a shingle hanging for me. I figured I would get a sign in a month or so.

You never forget your first client. I met with mine two days after opening, in the conference room of my new (shared) office. The client paid me a few hundred dollars and asked me to handle a small claims case from start to finish.

Before the meeting, I asked a few colleagues for sample letters of representation to use as a template for my very first one. This was the first of many phone calls I would make to friends and colleagues asking for a sample form. You have to, and should.

It was unbelievably liberating, for the first time in my legal career, to draft a very important initial correspondence to a client and not be required to have it approved by others. By myself, I determined the provisions to include, the scope of the work and the fee for my services. It sounds silly, but after eight years of reporting to someone else, this was a major accomplishment in and of itself.

With my first client check in hand, I went home for the night feeling great. I did it!

The next day, item one on my agenda was to walk to the bank to open my business accounts and deposit my first client check. It was pretty simple setting up the IOLTA and business checking accounts. After doing so, I went back to my office to figure out how to service client number one and market toward client number two.

During my first month, I ended up practicing law much less than I thought I would. Much of my time was spent reaching out to people I knew and setting up the business. By the end of April, 26 days into my new venture, I had three paying clients and a little bit of money accumulated in my business account. I set a goal for my second month: I wanted to double my client base.

As I looked to the future and reflected on my first month, I realized that I possessed the motivation, confidence and flexibility to build a practice, and, most importantly, had survived my first month. So far, so good. I learned to accept that you never know what the next day will bring or how the next client will find you.

But I made a pact with myself. If I have to put myself out there and take my friend's advice, whether it be moonlighting at a pizza shop or somewhere else, I'm willing to do whatever it takes to make this work.