Stories & advice from two legal marketers on a quest to shake things up in the law firm community. Learn from our mistakes.
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Women in the Office: Don’t be the Queen Bee.

March 28th, 2013 | Posted by Rebecca in How-To | In the Office | Learn by Example | LMA | Motherhood | Office Politics | Practical Advice | The Great Sex Divide | Women at Work - (0 Comments)

nine-to-fiveAs the publicity surrounding Sheryl Sandberg’s book Lean In rightfully steers the conversation to the obstacles of women in leadership, the time couldn’t be better to bring up something that’s been bothering me. Over the past year, I’ve made a significant professional change—resulting in my hiatus from this blog as I catch my breath. As with any position, settling into a new firm has been full of adjustments, but one change has been the most striking to me: I’m becoming a better professional now having a successful female in a leadership position above me. Something that bothers me? This seems to be an anomaly for many young professionals at similar stages in their careers.

I came across two articles the other day that worry me: 1.) The most recent wage gap statistics, which are back to 2005 levels. Ladies, this should keep us up at night. And 2.) An article  about “Queen Bee Sydrome,” when the most successful women distance themselves from other females and refuse to help them rise through the ranks.

And we wonder why so few of us sit in Fortune 500 C-suites.

That said, within the legal marketing industry (emphasis on “marketing”), I see positive change on a regular basis. A quick, awesome example: During the LMASE mini-conference in Charlotte, I cornered Erin Corbin Mezaros to let her know that even though she may not remember me, I certainly remember her. During my first 7 months in legal marketing, I found out I was expecting, and at my first LMA Annual Convention, she told me a few extremely comforting anecdotes about accepting her CMO position with a bun in the oven. Here’s what’s most impressive: during the same mini-conference, another colleague of mine (same age as I) pulled Erin aside to thank her for similar advice. She had offered her guidance that she’ll never forget. That’s an amazing professional.

This is a call to action to those of us with the energy and power to change the workplace as we take on bigger roles. Let’s participate in this discussion and set a plan of action for our respective workplaces. Most importantly, look at yourself and your network as you consider your career trajectory. If you aren’t smart women to your professional circle, both younger and more senior, then don’t complain about the salary gap. We can change it for our daughters. That’s my $.02 on what we as young professional women can do in addition to  “leaning in.”

What else can professional women to secure more roles in leadership?

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Moving to Mobile: And Not in the Way You’re Thinking

March 18th, 2013 | Posted by Laura in Communications | Technology | The Internet | Web - (1 Comments)

Facebook and The New York Times recently announced updates that will simplify their now cluttered and complicated websites. And they’re taking a page out of the mobile book to do it.

A couple weeks ago (eons in tech-time), Facebook announced the company reinvented its news feed to remove the “clutter” (Zuckerberg).  You can find a good synopsis of the changes over on Mashable (including a few snapshots of the redesign). Not long after, the The New York Times released its website prototype; a similar transformation.

Gone are the large-format, small-print, printed newspapers; and clunky, flashing, complicated websites. In its place: clean,  uncomplicated, intuitive web-layouts.

An obvious perk to these designs is its responsiveness. They convert well between web and mobile (see responsive design via Great Jakes); a perk to the company. But these sites really have the user in mind. Instead of providing a sensory overload, it neatly packages information in a way that makes it easy to read and navigate.

Face it. With the short attention-span of your average reader, you’ve got just a few seconds to persuade them to stay. So instead of throwing everything you’ve got into single webpage, simplify. Make it easy for the reader.

And law firms should take note of the things that make these designs successful.

Navigable navigation

Instead of cramming a multitude of elements and links on a website, narrow them down and put it a logical hierarchy. Give the user the minimal amount of information to get where they’d want to go. This doesn’t mean you have to cut out portions of your website. You can throw whatever you’ve got at ‘em – but you need to give them a choice to opt-in. Let them come to you (if social media had a motto…).

A great law firm example: Bennett Jones. They’ve narrowed it down to just three main navigation options! And yet, you can still get to every important section of the website in a short amount of time. (Nice work, Bennett Jones.)

Is that white space?

Look at it! Nothing is flashing in my eyes.

There are quite a few people out there who spend a lot of time looking at a computer screen; some of us even do it for employment. The point is, we’re over stimulated, and all that white space might be a welcoming site.

Short, to-the-point headlines with images

Headlines. Well, headlines aren’t part of the design – but I have to admit, I like it when the headline actually tells you what you’re getting in the content. And it’s something law firms can control. Make it short and uncomplicated.

Font. We don’t need to argue font choices (ban comic sans!). It’s a no-brainer that fonts should be easy to read, but be careful with purchasing font packages. Font types aren’t always readable across browsers and operating systems. (Or at least select a good default font.)

Images. They really are the highlight of the technology era. And yes, they can “speak 1,000 words” without actually saying anything – capturing a user’s attention much quicker than a short headline. Make them a focal point. (And yes, substitute videos for images.)

The navbar

Many websites have used the navbar as a social sharing tool, but NYT & Facebook use it as site navigation. Much like Facebook mobile’s app, the navbar on the web includes a link to the site’s entire navigation (typically as an expandable sidebar). And a top navbar gives you the bare essentials, like search, home, and news feed updates. It’s a tool that stays with the user no matter where they go.

What else do you notice about these new website designs? Do you think this is a good trend?

(And here, we thought the mobile design was limiting!)

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Is There a “Use-by” Date for Blog Posts?

March 15th, 2013 | Posted by Laura in Blogging | Communications | Social - (5 Comments)

I can admit I’m a blog junkie. I love finding new blogs for my Google feed reader, to learn more and keep up on industry news and talk. Recently, I’ve notice a lot of bloggers no longer include the date of publication on blog posts.

Personally, I’m a bit hesitant about broadcasting content that could be six months, a year, two years old. How do we know the content is accurate, or not outdated?

No, it’s not the end of the world. It won’t ruin my day either. But we’re in the technology era – things happen quickly, in minutes. Even seconds. That means information becomes useless quite fast. What ended up being a post about how to use Facebook’s timeline will quickly become irrelevant over the next few months. Granted, I read the posts before republishing them, so I’d know if the content was old, but still. What’s the advantage of not including the post date?

For all we know, that dateless post might be one that was published two years ago, and it’s just been republished ( I’ve seen quite a few blogs that have tools that will automatically repost old content, with no human filter to determine whether  the post is still relevant).

What do you think? Should posts include a post date?

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A Fine Line: Retweeting Kudos

March 5th, 2013 | Posted by Laura in Social - (0 Comments)

A little promotion goes a long way. At least, in my opinion, it does. So I always wonder what motive people have for retweeting/reposting (and every other social-media verb) every piece of content that contains their name.

For example: I write a blog post. I Tweet a link to my blog post. Others Tweet the same links, sometimes with kudos included. I retweet each person’s tweet about my blog post without adding anything to the conversation (or even a thank you).

What does that accomplish? It tells my reader that others like my blog post, sure. But doesn’t it “say” something between the lines? That you really like seeing your name out there? You’re trying as hard as you possibly can to get noticed, or alert your followers to greatness?

I see the potential marketing exposure – but is it the kind you want? Is there really a purpose in reposting the same link, from others, multiple times?

To be honest, I see more marketers use this tactic than lawyers. But, it feels a little dirty to me. I understand it when you’re replying (so your followers can follow the conversation), but the rest? Maybe I’m missing something.

Twitter isn’t about YOU, an individual. It’s the collective – giving and receiving information. If that’s the way you want to use it, I don’t have to follow you. (And I won’t.) But let’s put it out there – is there a reason to retweet/repost every kudo you receive?

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Stout Thoughts: Say What You Mean

February 13th, 2013 | Posted by Laura in Communications | Writing - (2 Comments)

There have been times where I’ve sat in a meeting where nothing actually gets said.

Yes, a lot of words are said. Sure, it sounds really smart, especially when “big” words are used – ones that are on an 11th grade level, according to the Flesch-Kincaid readibility test. But nothing actually gets said.

We walk out of the meeting confused. We all have different ideas of what the sum of all those words meant.

This doesn’t bode well if you’re working on a project – marketing or otherwise. You’ll have different ideas of what needs to be done, which can’t result in a coherent result.

Instead, paint pictures with your words. Say what you mean. Quit trying to sound intelligent. Otherwise, we’re wasting time. And we’ll just have to rehash it again, anyway.

spiritsighs_dividers_2

What are some of your “favorite” phrases that really mean nothing?

Here’s one to start: “experienced advice” (thanks to Gina for that one).
Oh, and another: “thought-leadership.” What does that really mean, anyway?

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The Annoying State of Blog Advertising

February 5th, 2013 | Posted by Laura in Blogging | Communications | The Internet - (0 Comments)

Web marketing. Flashing advertisements. Billions of tags, categories. Trillions of #hashtags. Click here! Top 10 tips! Follow me! Share this or you hate the world. Buy my NEW BOOK. Did you know I wrote a book? Buy my book for $99.99.

I understand the concept of web advertising, using your blog as a form of revenue; there’s some necessity to it, you could argue. But the rampant self-promotion on blogs is beyond annoying. It’s almost insulting. You’re trying too hard—the proof is visible. Like I can’t get the hint?

This applies to websites and blogs across all industries, and law firms are not immune.

Did you know?

It’s unnecessary to include more than 10 tags on a single post, all variations on “Minnesota trial attorney.”

If I’m subscribing to your content, do you think I need to be reminded to buy your eBook after opening your site with a browser pop-up, and at the end of every post, and in every newsletter, and after I follow you on Twitter…(so many channels, so many opportunities to show your product/service down my throat!)

Kevin O’Keefe posted a thought-provoking discussion on RLHB about whether law firms should brand their lawyers’ blogs per the firm’s brand. While I’m sure there are blogs that are up to their law firm brand standards, it’s hard to pull off without coming across sales-y.

Like the too-long list of practice areas. A stiff description of the authors (which is a copy of what’s on their law firm bio). Over-zealous, aggressive SEO tactics.

It’s hard not to notice these things. The internet is big, and it’s getting bigger. And that means I’m consolidating, and your blatant pitches for my business aren’t staying on the list.

I want to read content written by a good author, who has a passion for his/her blog (and the topic). Who’d blog regardless of internal pressure or someone tells you it’s the only way to get business (the lies!). I’d hope consumers are able to read between the lines…

Give me some personality. Be authentic. Relate to me. Teach me something, but don’t hit me over the head with it (or act like you know it all).

And the next time you think about putting that 11th tag in the post, or promote your new book for the hundredth time, remember this:

If I want to read about it, I’ll have no trouble finding it.

And now, bringing it together…

As marketers in law firm, our credibility is all we have, and the same goes for our lawyers. We can negate all of our good work by coming off as clueless about this part of the sales process. Make sure you’re going for authentic and not pushy.

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Perspective Is the Difference Between “Yes” & “No”

June 12th, 2012 | Posted by Laura in Practical Advice | Websites - (0 Comments)

Recently, I was on a conference call with a law firm to discuss industry groupings on websites. Currently, this law firm does not have this functionality, but was considering it (hence the call).

One of the callers, the CMO, was notably averse to attempting this. After some prodding, he described how groups of lawyers at his firm claim they’ve started a new group and request funds to attend a (expensive) conference on the subject, on the firm’s dime. This tactic has, obviously, left a bad taste in his mouth, and was understandingly hesitant about starting that discussion within his firm.

After explaining that having industry groupings isn’t necessarily the equivalent of creating new practice groups, internally, but rather the grouping of related practice areas in an industry, he felt better and was then open to using industry groups on their website.

This got me thinking about perspective and experience. We’re all individuals – we come from different backgrounds and have had different experiences – so it can be hard to understand reactions to topics most legal marketers think are “no-brainers.”

Believe it or not, legal marketers, there are times when lawyers have valid concerns that stem from experiences; ones that aren’t gut reactions (read: aversions to marketing). So before you become frustrated with the “no” reaction, ask what experiences made them react that way. Clarify your objectives. Ask under what circumstances your idea would make sense. Do everything but chalk it up to ignorance. Being on opposing sides causes nothing but conflict – and in law firms, we want cohesiveness and unity when it comes to marketing programs and tactics.

Who knows—maybe we’ll come to understand each other one day.

Note: This reminds me of the keynote from #LMA11 – the “question behind the question.” You can read more about it on Heather Morse-Geller’s blog, The Legal Watercooler.

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The Personal Side: Changes

June 1st, 2012 | Posted by Laura in Blogging | Miscellany - (1 Comments)

Five years ago, I didn’t know legal marketing existed. I had just graduated from college, was working at a liquor store (a great place to work, by the way), and wondering what the hell I could do with a double-major in English and PR.

After interviewing for a position in the firm’s library – which I didn’t get – I got a call from the director of marketing, asking if I wanted to work for her. I said yes, and that’s the start of my legal marketing career.

Now, after five years of being in-house at a law firm, I’m making a change. I’ve accepted a position at a web-development company – one that caters to law firms.

I’ve always been a creative person at heart – which is why working in a law firm has been a bit difficult for me. But…I love the industry, the people, and the Legal Marketing Association (seriously). So I knew if I left the firm, I’d want to stay in the industry – one that I’ve been networking in, the one I started a blog for. Those ties were not something I’d want to give up. So, when I was approached with this new position, I didn’t want to turn it down. I am so lucky to have found a position on the “vendor side” of legal marketing so I don’t have to give it up – the industry, the colleagues, and this blog! (I’m sure Rebecca is very thankful for that) :)

(For any of you who are considering a career change – don’t discount those organizations you work with. You really never know when a new opportunity will arise.)

And, if a position change wasn’t enough – my fiancee and I decided we might as well get married early. As a colleague of mine said, if I’m going to do something, I’m going to go all-out.

All of this explains my lengthy absence from the blogging and social media scene (not that you noticed). Now…back to my “regular” schedule of posting!

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In the legal industry, who can you trust?

May 15th, 2012 | Posted by Rebecca in How-To | Office Politics | Practical Advice | Social - (4 Comments)

Just a few months into my time at the firm, I held a LinkedIn tutorial lunch for all of our members. After presenting a seminar loaded with LinkedIn data, social media tips, and examples of ways other firms effectively use the site, I knew our attorneys would be  ready to test the social media waters with confidence. The smug smirk was smacked right off my face when, after sitting patiently through my presentation, a partner stood up and declared LinkedIn “dangerous.” This partner then proceeded to explain the ethical implications of social media use on their bar licenses, as the “black and white” rules have yet to be decided. The partner concluded by suggesting that if you want to keep your bar license safe, you should stay out of this space entirely. Partner : 1; Rebecca, Social Media Evangelist & Dangerous Advisor: 0.

What happened? Despite the plethora of data in my presentation suggesting this is a safe and time-worthy marketing tool, I had serious damage control to do, and it had to be done on an individual basis. This was my mistake: I had yet to build trust among the members of the firm. I was brand new. Why would I think I could waltz in, speak social media-ese for an hour, and convince them all to try something totally foreign and uncomfortable? Huge mistake. Lesson learned.

Photo from JamesKane.com

During behavioral scientist James Kane’s keynote speech at this year’s Legal Marketing Association conference, client loyalty was the pervasive theme. He likened our firms to communities, built on loyalty and trust. But how do we know who to trust? What I thought was most insightful was his suggestion that simply satisfying our clients is about the past. Loyalty is about the future. Knowing where they want to go–and, what seems to be difficult for some attorneys–asking where they need to be are ways to exhibit genuine care for our clients. I made a mistake in building trust by not considering the wide array of concerns that may exist in the “community” of my law firm. I should have had more conversations, however informal, with my attorneys before promoting LinkedIn to evaluate their concerns and address them to the group as a whole. This way, an entire seminar would not have been negated by one person’s strongly-worded reservations.

I could have learned a lot about how to launch a marketing program at a new firm, had I met James Kane three years ago. But from this point on, I’ll heed his advice  (Check out Lindsay Griffiths’ full re-cap) when introducing new concepts to my firm. Kane advocates finding commonalities with your clients to build trust, citing studies that reveal an increase in brain activity when we find something familiar in another person. As important as it is to educate our attorneys about establishing common grounds with their clients, we must also remember that the attorneys in our firm are our own clients. I have 40. Across the board, they have varying levels of knowledge, interests and reservations about all of our marketing initiatives. I’ve learned that before addressing anything to the entire group, I need to know how they feel about the topic, concerns, and, most importantly, establish that I care enough about them that I’m meeting their needs and assuaging their worries. I’m their partner and they can trust me.

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Don’t Hate The Playa.

April 10th, 2012 | Posted by Rebecca in Learn by Example | Legal Etiquette | Office Politics | Practical Advice | Social | The Internet - (2 Comments)
Photo from Live Positive Way

It’s taken me a while to get back into the swing of blogging after spending an inspirational week with my legal marketing friends at LMA12. However, recent commentary about our industry as a whole lit a fire under my ass, so here I am.

During LMA President Alycia Sutor’s opening speech, she pumped us up as any organization’s president should, urging us to look at our jobs beyond the day-to-day and analyze whether we are considering the big picture (“What if?” – Check out Heather Morse-Geller’s re-cap). As inspired as I was by Alycia, I realized during her speech that LMA is truly transformative. Here’s why: no matter your level of experience as a legal marketer, this conference provides a forum to stop and reflect on our current place in our firms, where we want to be in our firms, and whether we are living up to the expectations set by both our attorneys and ourselves. That’s the “big picture” surrounding each year’s LMA meeting.

When other “professionals” put our entire industry on blast because of panelists or other legal marketers whom they feel lack credibility, they are being shortsighted. In response to Laura’s unexpectedly controversial post, I don’t think she was proposing a new world order of social media rainbows and butterflies. I think she was simply bringing to light the irony of professionals who specialize in image and branding painting a very negative view of themselves using a social media platform. That’s simply my interpretation. I will say that in many of our firms, there is certainly room for a positive person to encourage attorneys to get involved in the community, coach them to make a call to a brand new contact (I call this the “first date”), and reassure them that despite pursuing a goal for two years, perhaps, there will be a light at the end of the tunnel. That’s one of the reasons that we “delicate teacups” have jobs.

Scott Greenfield’s reactions to Laura’s post indicate exactly why attorneys employ marketing professionals: to more strategically target an audience and to better understand that group. Our blog is geared towards legal marketing professionals who may not understand the implications of looking like jerks on Twitter to the people who may be reviewing their resumes in a few years. Just a simple word to the wise.

As Heather Morse-Geller clarified in Laura’s comments, there is a clear difference between constructive criticism and using the anonymity of the internet to be disruptive. Kevin O’Keefe states it best in his comments:

Some lawyers don’t know the first thing about what to do with the fact that they can do good work and then how to use relationships and word of mouth (something that comes as naturally as breathing to most folks – especially those outside the law). These folks may need some help with marketing and business development. Not fluff, but business development founded on being a good lawyer dedicated to working their tail off for their clients.

Having visited Laura’s firm and having met their lawyers and their director of marketing, I believe her firm’s business development is founded on those principals.

What we are trying to do in our daily jobs, with our countless tweets and LinkedIn conversations, and during our annual conference has nothing to do with “making legal marketing look legitimate.” It’s as simple as taking the time see how we stack up to our peers, find out what makes them better at their jobs and take those principles back to our respective offices. Because legal marketing is a real thing, and if business development trends in the legal industry continue in their current direction, we aren’t going anywhere.

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Copyright 2011: Laura Gutierrez, Rebecca Wissler. The Legal Shakeup.
Logo and header images designed by the talented Janet Klingbeil.