Law Marketing

Published on: September 14, 2021

E-Coffee with Experts – Micah talks Legal Marketing

E-Coffee with the Experts — Micah Buchdahl

I did not know Dawood Bukhari, Chief of Partnerships for Digital Web Solutions before he reached out to invite me to his E-Coffee with Experts series. I did my usual legwork—looked him up, the company, saw a nice YouTube page that housed the conversations. Watched a few. Thought it would be cool to get the animated head shot of myself (although I like to think of myself as being somewhat animated to begin with. I said, sure I’ll do it.

We traded a few Q&A emails that translated into our nearly 40-minute Zoom discussion. I talked about what makes law marketing different from other industries. Covered SEO and digital platforms, infographics, online legal directories (are there even offline ones anymore?), press releases, podcasts, and Google Local Ad services. I covered an area that lawyers have struggled with—dealing with negative feedback over the Internet. And had the opportunity to talk about how I got into law marketing in the first place, provide a little background and recap some of the experiences from the “early years” of Internet marketing (remember the late 90s?).

Published on: August 17, 2021

LP Magazine – Getting to In-House Without Ending Up in the Outhouse

by Micah Buchdahl

LPcover_JulyAugust2021-231x300 Yes, I went with the lowest hanging fruit of topics for my marketing column in the July/August 2021 issue of Law Practice, Getting to In-House Without Ending Up in the Outhouse, by doling out pearls of wisdom as it relates to a law firm’s successful pitching of corporate counsel. It never fails to draw an audience.

Unfortunately, one of the key pieces of advice is simply this—everyone is different. It is a very subjective measuring stick. And for some reason, many articles written, and programs presented respond to a handful of in-house folks’ personal philosophies as if they were trends in the industry. When I drafted the column, I used as an example the Benjamin Moore & Co. decision to dismiss its entire legal department. Spoiler alert—it was not a trend. It was a one-off. And if I were writing the same column from scratch today, I’d replace that example with the recent uproar created by Eric Grossman, Morgan Stanley’s longtime chief legal officer, who sent a “warning” to the bank’s outside law firms about their policies allowing remote work and “the lack of urgency to return lawyers to the office.” Hey, if that is a “requirement” for Eric and/or Morgan Stanley—then perhaps my law firm would comply to get or retain the business. Because, as I said, it is a subjective target.

Of course, putting the squeeze on law firms to get attorneys back into the office is probably a little tone deaf today. Most of the law firms I work with and interact with most certainly would like to see attorneys and staff back in the workplace—but not at the expense of health and safety. They also must balance the happiness of associates—who are often in positions to bolt for greener pastures if they don’t like the arrangement. Work from Morgan Stanley would be great; but if you don’t have lawyers to staff it, then you lose regardless.

Published on: March 4, 2021

LP Magazine – Replacing Face-to-Face in Business Development

by Micah Buchdahl

LPcover_MarchApril2021-231x300 Earlier this week, I read an interesting article about how business travel will never fully return, because you can just go on Zoom, saving a ton of time and money. The story and premise all made sense until a quote at the end saying that the first time someone lost a sales pitch to a competitor that presented in-person—they’ll be right back on those airplanes. And I shook my head knowing that was so true.

Zoom fatigue is very real. Many of us have slowly chopped down on screen time whenever possible. However, when you really think, imagine life without it the last year? At least we see each other’s faces. What if the whole year was just thousands of hours of faceless conference calls?

Most of my phone and videoconferencing meetings with attorneys and law firms these last 13 months or so have revolved around the topic of my marketing column in the March/April 2021 issue of Law Practice, Replacing Face-to-Face in Business Development. While the subject of virtual online meetings is already old and stale (if you have not figured it out by now, nobody can help you), unfortunately we are still living a life of staying relevant and visible without the fun part of business networking—lunches, conferences, social outings—all those things that in the end really seal the deal for new business, winning business, referrals and references. I hope this column is soon very outdated (I’d like it to be laughable), but the timeline I give out about resuming face-to-face is a moving needle. So we still need to approach much of 2021 like we did most of 2020. Having said that, I’m scheduled to get dose one of the vaccine this week—and with it you start to think a little more wide-eyed about the people you can see and the places you can go. My calendar now shows some very possible business and conference travel in Q4. You can only hope.

Published on: December 17, 2020

ABA Law Practice Today — Reworking your marketing plan and budget for a mixed 2021

by Micah Buchdahl

2021_marketing_plan_budget This is the time of year where I sit down with my marketing committees to review what successes we had with our 2020 marketing plan and budget. The same for many one on one discussions with individual attorneys on his/her business development plans. Well, I’m not taking the blame for any failures this year—just say “COVID” and try again. So in this month’s issue of the ABA’s Law Practice Today webzine, I ask and answer–what should your marketing plan and budget look like for the coming year?

At a time where I seem to read daily outdated articles on topics such as branding yourself in online meetings (that was useful a year ago)—and has about the same relevance as an article on which pagers might be best for effective client communication. As my kids responded, “what’s a pager?” Or equally perceptive reminders that we’re all using LinkedIn more, and online content (webinars, podcasts and tweets) is all the rage. Yes, the first half of 2021 will pretty much resemble most of 2020—but getting ready for some degree of normalcy is certainly in the cards. At least, that’s what we’re planning for.

So read this LPT article to help you and your law firm plan accordingly, and most effectively, for marketing in the New Year. While much of it is not rocket science, it is important to still plan thoughtfully and strategically, lay out a game plan, and most importantly—don’t stop marketing. In a time with so little human interaction and removal of the most effective (and fun) methods of networking, staying visible and relevant is critical. At least until we meet again, perhaps to grab a beer in the lobby bar of your favorite (not virtual, not remote, but in-person!) legal conference.

Published on: December 15, 2020

ABA LPT — Why are Lawyers so afraid of talking about Race?

by Micah Buchdahl

BLM If you want to read a powerful piece about the hottest topic in law firm marketing circles this year, the lead feature in the December 2020 edition of the ABA’s Law Practice Today webzine hits the target with How Can the Legal Sector Have a More Meaningful Conversation About Race?

The process may be difficult for some, but the conversations need to happen – the days of sitting back and maintaining a desensitized outlook on this problem must end. So how do legal professionals discuss race and social justice in these trying times? The answer is to listen to those with experience and those affected.

The article includes perspectives from major law firm leaders throughout the U.S., including Skadden, Morrison & Foerster, Morgan Lewis and Holland & Hart.

Published on: November 16, 2020

LPT’s Ethics Issue — Taking Names: Eased Ethical Considerations Increase Firm Name Options

by Micah Buchdahl

ABA’s Law Practice Today Webzine

Over my 25+ years of working with law firms on business development, addressing the issue of law firm names is not really one of my favorites—because it rarely comes without some painful internal issues to address.

There are the firms that want to drop the second, third or fourth names (if you have more, you’ve got a real problem) from the law firm name—usually just in regard to branding and the logo (and the website, e-mail address and social media accounts), while keeping the full “legal name” intact. It is easier when those names are for attorneys that are deceased (sorry to say), because it is a lot tougher when the lawyer whose name is coming off the signage is still sitting right there.

Published on: July 7, 2020

LP Magazine – The Law Marketing Up/Down Drill 2020

by Micah Buchdahl

ABA Law Practice Magazine My annual Law Marketing Up/Down Drill column in the July/August 2020 issue of Law Practice tackles the topics of diversity, websites, billboards & radio, press releases and ABA Resolution 115. Of course, I wrote this piece in the first week of March, in a seemingly different universe.

If I were writing this column today, the “hot topics” for the up/down drill would probably be quite different or certainly with a changed focus. Discussions of diversity in the wake of George Floyd’s killing and protests related to racial injustice and inequality are more important than discussing the shortcomings of the Mansfield Rule. I admittedly never crafted law firm communications before on office closings for Juneteenth, or what law firms were proactively doing in response to protests in various U.S. cities.

It’s the third paragraph of this blog post and I’m just referencing COVID-19 for the first time. It’s changed the way the world and society functions, so obviously it has a huge impact on law marketing as well. Some of that impact includes cutting of staff and budgets. I had one law firm cut my marketing program on March 16^th!—effectively the first Monday of the pandemic in the country—almost in a rush to decide marketing wasn’t a necessity (it still is, mind you). Most law firms, however, realize that staying visible now is at least as important, if not more so, than ever. With the removal of most in-person contact for the foreseeable future, we’ve pivoted business development plans to a mostly online marketplace.

Published on: March 5, 2020

LP Magazine — The Marketing Case for Pro Bono

by Micah Buchdahl

LPcover_MarchApril2020-231x300 In preparing a recent pitch presentation to in-house counsel for a law firm client, I kept steering the attorneys to point out what was unique about them. There was the generic fluff—great client service, accolades of all kinds, alternative fee arrangements, a wonderful team of lawyers and staff, brand name clients, blah, blah, blah—none of which really made them much different than any other solid, competent law firm. The differentiators are in the substantive work product, and often, in what you give back to the community and the profession. Not every law firm does pro bono, but they should. In the March/April 2020 issue of the ABA Law Practice Magazine, I delve into The Marketing Case for Pro Bono.

Regardless of whether pro bono is voluntary or mandatory in your state, there is a lot of upside to doing it. I was telling my old softball buddy Sam Silver, a top tier litigator at Schnader in Philadelphia, that it seemed like half the time I read a front page story about him in the newspaper that it was about a big-time, high profile matter for a client; and the other half of the time it was about a big-time, high profile pro bono client. This makes for the perfect mix of doing good for the non-paying client and doing good for the paying one. When he recently became President, Board of Directors, for the Pennsylvania Innocence Project, I immediately sent a lawyer wanting to volunteer his way.

In some cases, you might get a call from a Judge asking if you might have some time to give back. You probably don’t want to say no—and it certainly does not hurt to say yes. When I attended the Professionalism Day program at the federal court in Camden, New Jersey last October, there was a program put together by the Judiciary to talk about Reentry Court, highlighting lawyers that had given of their time. Those participants included a few from the Big Law category and a sole practitioner. No firm was too small or too big to take part.

Published on: November 15, 2019

LPT: Maintaining Ethical Boundaries on the Gray Web of Marketing

by Micah Buchdahl

ABA’s Law Practice Today Webzine

Being super-active in the American Bar Association’s Law Practice Division means collaboration is a necessity. So in the November 2019 edition of Law Practice Today (LPT), I get to combine my role as Associate Editor of the webzine with my participation in the Ethics & Professionalism Committee to formulate our annual “Ethics Issue.”

Of course, that typically means I will need to contribute a feature as well, so I’ve authored “Maintaining Ethical Boundaries on the Gray Web of Marketing,” which discusses the difficulty many law firms are having today in determining how to effectively and ethically market themselves on the Internet without violating the Rules of Professional Conduct. Suffice it to say–easier said than done. And as the title suggests, it is far from black & white. There are issues of jurisdictional boundaries, fee-sharing, unauthorized practice of law and understanding where the RPC, ethics opinions and enforcement kick in (or don’t). I recently told a colleague that the sophistication level of aggressive online law marketers is well beyond the long arm of the (disciplinary) law. I used to put a ton of time and energy into making sure there was ethics compliance with a “standard” law firm website—text, disclaimers, bar admissions, etc. Today a typical website—regardless of the look & feel—is pretty ho-hum at the end of the day—office locations, bios, practices, industries, representative matters, blah, blah, blah…but it is in the realm of SEO, cookies, social media and all sorts of traffic drivers where the real issues lie below the surface of the World Wide Web. Have a read.

Published on: November 5, 2019

LP Magazine – Marketing Musical Chairs

by Micah Buchdahl

LPcover_NovDec2019-231x300 There was some sense of irony that on the same day the latest issue of Law Practice arrived via the U.S. Mail that I was in Philadelphia talking to the Greater Philadelphia Law Library Association at their 2019 GPLLA Institute Bringing a Marketing Mindset into the Law Library program at Drexel’s Kline Institute of Trial Advocacy. You may be wondering how I am going to tie in that speaking engagement into the subject for my marketing column in the November/December 2019 issue of the ABA Law Practice Magazine, Marketing Musical Chairs.

At the GPLLA program, I was asked to speak on the topic of “Marketing Your Organization’s Milestone Anniversaries.” For my remarks, I was able to basically work from my magazine marketing column from 2014 on Age over Beauty? Marketing a Law Firm’s Anniversary. Another friendly marketing reminder on the power of blogs and search—in making content not only still relevant six years later, but repurposing itself into a speaking slot.

What do librarians have to do with the rapid turnover of professional marketing personnel in the law firm business? Well…back when I started working with law firms on marketing and business development initiatives in the late ‘90s, it was not unusual for a law firm to point me towards the library when chatting with the person in charge of marketing. While we were technically nearly two decades beyond Bates vs. Arizona and the ability for lawyers to market themselves at the time, attorneys were super slow to accept and adapt. So the person that updated the text-heavy, pay by the line, six-figure investment that was the Martindale-Hubbell print directory listings was marketing in their eyes.