Marketing departments at professional services firms tend to vary in size significantly. On one end of the spectrum, you have your solo and small practices, which often outsource their entire marketing function. On the other end are your industry giants, who have robust marketing departments and multiple outside vendors working in tandem to manage all facets of a marketing strategy, from social media to branding. Whether you currently have a marketing department or you’re considering…

2020 will be known as the year of disruption and destruction. 20/20 also is a measurement of perfect visual clarity and sharpness. It’s why I have often referred to this year as the year of seeing things clearly. As the dust settles, we see change, hope and opportunity. We see humanity — not just in a general sense but in each other through our shared experiences — experiences like working remotely, which has allowed us…

This year has been undoubtedly difficult. The pandemic, civil unrest, a very emotional election season, endless uncertainty and anxiety. The world is a troubled place, but if you look through the right lens, it can also be a good place. With Thanksgiving a few weeks away, this is an apt time to pause and take stock of all the good we do — and figure out a way to do more of it. Earlier this…

Successful marketing is all about relationships, and just like any relationship, the connection between service provider and prospective client requires cultivation. This is the customer journey, and it begins with awareness and ends with the decision to make a purchase. (And even once a sale is made, the relationship requires effort to maintain.) The distance between initial awareness and the eventual sale leaves a lot of room for additional activity. After all, just like in…

It’s been two years since I last wrote about legal software solutions. Since then, I’ve learned about some new options that are worth a look. My latest list includes practice management, case management and customer relationship management systems. These involve: Practice management solutions — These handle the entirety of the firm’s business functions, including accounting, reporting and marketing. Case management systems — These focus on the firm’s internal needs regarding the processing and storing…

You know the feeling — that marvelous, almost manic, energy you experience after watching a deep, thought-provoking movie that propels you beyond the “things-that-make-you-go-hmm.” You might have aimed to dust off the aspirational goals that you’ve kept to yourself and the movie motivates you to tackle them first thing in the morning. You may even be on the verge of a Jerry McGuire moment and start writing your personal manifesto. (But be careful — don’t…

Professional services firms have overwhelmingly embraced content marketing. According to legal marketing statistics, the majority of law firms have some form of content marketing strategy in place. Out of the approximately 33% that lack such a strategy, 25% anticipate putting one in place within the next year. Clearly, firms have realized through real-world results that purchasers of legal services are influenced by quality content. The keyword here is quality. Volume should not take precedence over…