Law Firm Marketing Brief
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PinHawk's Law Firm Marketing Brief is a weekly email designed for everyone involved in law firm marketing strategy. We bring together important news and commentary about the latest trends affecting legal marketing strategy, covering issues that affect top tier firms, boutiques and solo practitioners. Sign up for free subscriptions here.
"Traditional law firms [are] doom loops of trapped resources..." That's a sentence that sure caught my attention this week in a blog post by Anders Spile, a European based legal tech consultant. The article is very worth reading and you can check it out here. Spile's spiel is simple - the law firm of the future needs to be built around the organizational principles of flexibility and fluidity - almost the exact opposite of the traditional law firm partnership model that stresses continuity and stability. To prove Spile's point, Thomas Reuters (which published his article) has also provided us with an interesting profile of a new law firm based in Abu Dhabi that puts these principles into action. So whether you are practicing yoga or practicing securities law -- the mantra is the same - flexibility is all!
Also of interest this week is an article from Bruce MacEwan (of Adam Smith, Esq.) in which he unveils his view of the new emerging segmentation of the law firm market, which has been boiled down to two categories: the Maroons and the Grays. The Maroons, as MacEwan sees it, are the masters of the bespoke who specialize in handling the most subtle and vexing legal problems for their corporate overlords whereas the Grays are the lawyers who bring bot-like efficiency to dispatch the cookie cutter problems which presumably constitute everything else. This model strikes me as consistent with the prevailing notion that the BigLaw market is separating into a super-elite tier and then everybody else. One problem, of course, is that most everyone wants to be a Maroon and not a Gray. But my sense is that the model is a bit oversimplified, in that most BigLaw firms will find it necessary to incorporate aspects of both. Back in the old days, the motto for a good Wall Street lawyer was "Think Yiddish, dress British," so frankly I see no reason why the upcoming generation of leading lawyers can't manage to blend together some maroon with some gray.
For a slightly different take on where the law firm market is heading, I've added my own 2 cents in this week's blogpost, in which I explain how the trend towards platformization underlies many of the changes we see in the legal market today. Law firms are platforms, whether they are maroon or gray, and building an effective practice platform, is the only way they can maintain their edge.
The future of marketing is here, as Mark Schaefer explains in his new blogpost, only it may not include you. Being on the graying end of the demographic spectrum myself, I am much more inclined to take comfort in the value of knowledge gained through long market experience, But Schaefer makes a compelling case for the importance of jettisoning our preconceptions and instead turning to our younger, digital-native colleagues for inspiration and advice.
Good design often involves a series of trade-offs in an attempt to find the right balance between two or more not-so-compatible objectives. The parallax web template is a good example of a web design approach that will work for viewing on both desktop and mobile devices but which, when poorly implemented, often ends up looking dull and uninspired on both. Here's an interesting blog post from web designers at LISI which makes a compelling case for designing your next law firm website for mobile first and making the desktop experience a secondary priority.
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Legal Business in Brief
- Forum Magazine: Agile, Adaptable and Engaged — Introducing Fluid Law Firms - Legal Executive Institute: Blog, June 3, 2019
- Forum Magazine: Is the Law Firm of the Future in Abu Dhabi? - Legal Executive Institute: Blog, May 28, 2019
- Why Corporations are Using ALSPs …and Why Law Firms Should be Concerned - Legal Executive Institute: Blog, May 30, 2019
- Eversheds sets out stall on Chicago's Magnificent Mile - Global Legal Post: Big Stories, May 30, 2019
- Introducing the Maroons & the Grays: Part 1 - Adam Smith, Esq., June 3, 2019
- Kirkland & Ellis kicks off wellbeing program - Global Legal Post: Big Stories, May 30, 2019
- The Foundation of the Law Firm Pyramid is Cracking - Legal Executive Institute: Blog, May 28, 2019
- The "gift of feedback" with a global resonance - Global Legal Post: Big Stories, May 28, 2019
- Emma Coalition Announces Leadership to Expand Engagement on Intersection of Technology and Workforce - Littler Mendelson, June 1, 2019
- Italian merger creates largest independent firm - Global Legal Post: Big Stories, May 29, 2019
- Is Software Going to Eat Your World? - Adam Smith, Esq., June 1, 2019
- Linklaters in Beijing opening - Global Legal Post: Big Stories, May 30, 2019
- Bill Thrush: Providing the Access to Justice for the Middle Class - Attorney at Work, June 1, 2019
- The Intersection of Legal Plans with Technology - American Bar Association: Law Technology Today, May 28, 2019
- Using AI To Help Litigation Finance Pick The Winning Cases - Artificial Lawyer, May 29, 2019
- Five Signs It’s Time to Start Your Own Law Practice - American Bar Association: Law Technology Today, May 29, 2019
- Gilded Age Ethos - Extreme Loneliness in Most Careers, Not Just Law - Law and More, May 29, 2019
- “Calm before the storm” for personal injury market - Legal Futures, May 28, 2019
- DWF records strong first year as listed company - Legal Futures, June 3, 2019
- Silicon Valley In-House Counsel Are Deadly Serious About Diversity and Inclusion - Attorney at Work, May 31, 2019
- HERBERT SMITH FREEHILLS GROWS ALTERNATIVE LEGAL SERVICES WITH JHB APPOINTMENT - Herbert Smith Freehills, June 3, 2019
Innovation
- When It Comes To Law Firm Change, The More Things Change The More They Stay The Same - Above the Law - Legal Technology, May 30, 2019
- ROSS Intelligence Offers A New Take On Legal Research [Sponsored] - Above the Law - Legal Technology, May 29, 2019
- Lawyers And Transformational Tech: Overcoming The Knowledge Gap - Above the Law - Legal Technology, May 28, 2019
- Consensus 2019: Blockchain’s Biggest US Conference Sees Increased Legal Oversight Coming - Legal Executive Institute: Blog, May 29, 2019
- Research highlights entrepreneurial spirit in UK legal market - Global Legal Post: Big Stories, May 31, 2019
- Osborne Clarke enters the Dragon's Den - Global Legal Post: Big Stories, June 3, 2019
- Shadow IT And Bring Your Own Device Policies - Above the Law - Legal Technology, May 31, 2019
- Freshfields launches Freshfields Lab - Global Legal Post: Big Stories, May 28, 2019
- German Politicians Seek To Regulate ‘Legal Tech’ Companies - Artificial Lawyer, June 3, 2019
- Seven Signs Your Law Firm’s Technology is Outdated - American Bar Association: Law Technology Today, May 30, 2019
- Technology an Asset to Law Firm Competitiveness - Gerry Riskin Blog, May 30, 2019
- Securing Your Virtual Firm - American Bar Association: Law Technology Today, May 30, 2019
- Lawyers Forced To Go Old School When Virus Takes Down Court’s Website And Electronic Filing System - Above the Law - Legal Technology, June 3, 2019
- Gauke announces more financial backing for lawtech - Legal Futures, June 4, 2019
Tips, pointers and presentations
- 5 Ways Social Media Can Help Boost Your Search Rankings - Attorney SEO Blog, May 31, 2019
- How to Implement a Marketing Strategy for Multiple Practice Areas on One Website - LawLytics, June 2, 2019
- Stand Your Ground: 3 Ways to Establish Boundaries in the Workplace - Puris Consulting, May 28, 2019
- How Law Firms Can Earn Trust and High-Quality Links for SEO - Good2BSocial, May 30, 2019
- Tying Social Media Strategies Into Your SEO - Social Media Explorer, May 29, 2019
- SSL Is an Essential Part of Your Digital Marketing Strategy and User Experience - LaFleur Legal Marketing Blog, May 30, 2019
- 6 Inexpensive Yet Unique Ways to Promote Your Business - Social Media Explorer, May 31, 2019
- How to Change Your Law Firm’s Intake Mindset - LawLytics, May 30, 2019
- 7 Guidelines for Creating a High-Performing Lead Generation Team - Business 2 Community, May 28, 2019
- 7 Really Simple Ways Marketers Can Help HR - Business 2 Community, May 28, 2019
- 6 Actionable Email Outreach Tips From Marketing Experts - Business 2 Community, May 30, 2019
- How to Improve Your Email Marketing With These Tools - Business 2 Community, May 30, 2019
- 20 Landing Page Examples you Should Never Miss - Business 2 Community, May 31, 2019
- Email List Cleaning: Why and How to Properly Clean Your Email List - Business 2 Community, May 31, 2019
- How Law Firms Can Create Custom Reports on Google Analytics - Good2BSocial, May 31, 2019
- The 7 Most Common Google Ads Mistakes Law Firms Make - Good2BSocial, May 28, 2019
- Google Announces Major Algorithm Update - Postali, June 3, 2019
- Law Firm Management Cheat Sheet [Infographic] - RainmakerLawyer Blog, May 30, 2019
Portable Business
- Fisher Phillips Adds Two in San Diego, Continuing California Growth - Fisher & Philips, May 30, 2019
- Energy Partner Matthew Kapinos Joins Akin Gump in Houston - Akin Gump, May 30, 2019
- Womble Bond Dickinson Adds Preeminent Dealmaker Jill Davidson - Womble Bond Dickinson, May 28, 2019
- Baker Donelson Adds Susan A. Russell to Intellectual Property Group - Baker, Donelson, May 28, 2019
- Hogan Lovells Expands L.A. Office with Prominent Business Restructuring and Insolvency Partner - Hogan Lovells, May 28, 2019
- Christine Trent Parker joins Reed Smith in New York - Reed Smith, May 28, 2019
- Akin Gump Welcomes Finance and Capital Markets Partner Rizwan H. Kanji in Dubai - Akin Gump, May 28, 2019
- Ex-Attorney General Loretta Lynch Joins Paul Weiss - Blog of Legal Times, May 29, 2019
- Eversheds Sutherland Adds Real Estate Veteran John Busillo in New York - Eversheds Sutherland (US), June 3, 2019
- Locke Lord Announces Miami-Based Litigator Brendan Herbert as Partner - Locke Lord Edwards, June 3, 2019
- Alex Simkin Joins Ropes & Gray’s 350-Lawyer New York Office - Ropes & Gray, June 3, 2019
- Weil Adds Complex Commercial Litigation Partner Susan L. Shin in New York - Weil Gotshal, June 3, 2019
- Sidley Adds Nigel Wilson as Capital Markets Partner in London - Sidley Austin, June 3, 2019
- Former Federal Prosecutor Cory Flashner Joins Mintz - Mintz Levin, June 3, 2019
- White & Case Continues to Grow its Chicago Office with Two New Partners - White & Case, June 4, 2019
- A Mayer Brown Supreme Court Duo Leaps to McDermott - Blog of Legal Times, June 3, 2019
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Legal Marketing
- Law Firm Innovation and Marketing – Collaboration Is Key to Success - Legal Marketing Association: Strategies+ Blog, June 3, 2019
- The Complicated Business of Mixing Brand and Politics [Survey] - Sword and the Script, May 28, 2019
- 2019 Law Firm Content Marketing Survey: The Results Are In! - Jay Harrington Blog, May 28, 2019
- Sweden introduces “beer contract” - Global Legal Post: Big Stories, May 31, 2019
- Trendspotting – Associate Retention - Legal Marketing Association: Strategies+ Blog, May 31, 2019
- Featuring: Award-winning mobile site – Cohen Seglias - LISI: Legal Internet Solutions Inc. Blog, June 3, 2019
- Stepping Up to Marketing Success - Attorney at Work, May 30, 2019
- Rebranding Felon Charlie Kushner - How PR Genius Howard Rubenstein Undid What Chris Christie Had Done - Law and More, May 29, 2019
- How to Convey a Unified Brand Message After a Merger or Acquisition - Hinge Marketing, May 29, 2019
- The Three Cs of Executive Presence - Legal Marketing Association: Strategies+ Blog, May 29, 2019
- Say Aaaahhhh! It's Time for Your Firm's Mid-Year Financial Checkup - Affinity Consulting, May 30, 2019
- Internet Defamation: What Lawyers Need to Know - American Bar Association: Law Technology Today, May 31, 2019
- The Role of Social Media in a Content Marketing Strategy - Social Media Explorer, May 29, 2019
- KM – A Growing AI Battleground, As Ayfie Bags New Client - Artificial Lawyer, June 3, 2019
- When Is Your Communication an Ad? - Attorney at Work, May 29, 2019
- Top Workplace Cultures see Top and Bottom Line Growth - Law Vision Insights Blog, May 29, 2019
- How to Become a Thought Leader - Attorney at Work, May 28, 2019
- Ince rebrands six months into merger - Global Legal Post: Big Stories, June 3, 2019
- How to Write Great Content - Law Firm and Attorney SEO and Internet Marketing, May 28, 2019
- Rebranding Strategies: A Step-By-Step Approach for Professional Services - Hinge Marketing, May 30, 2019
- How to Identify Buyer Personas for Professional Services Marketing - Hinge Marketing, May 31, 2019
- The SRA’s diversity reporting figures – Why bother? - Legal Futures, June 4, 2019
- How Lawyers Can Benefit From Content Marketing - LawLytics, June 4, 2019
- Be a Stoic to Win in the Workplace - Attorney at Work, June 3, 2019
Digital Marketing
- What the Death of Browser Tracking Cookies Means for Marketers: Part 1 - Business 2 Community, June 1, 2019
- How To Make A Successful Business Case For Marketing AI - Heidi Cohen, May 31, 2019
- What Is Remarketing? How Remarketing Works to Increase Leads and Sales - Blue Corona, May 29, 2019
- The future of marketing is here. It may not include you. - Mark Schaefer Marketing Solutions Blog, May 28, 2019
- The Chief Growth Officer: Proxy or Prophet? - Forrester Blogs, May 31, 2019
- The best digital marketing stats we’ve seen this week - Econsultancy, May 31, 2019
- Digital Transformation: More Than A Shift From The Traditional - CMO, May 30, 2019
- How Marketing Science Drives Marketing Creativity - CMO, May 30, 2019
- 2 PR Trends Percolating Right Now; PR Industry Growth Holds Steady at 5% - Business 2 Community, May 30, 2019
- Why is Link Building So Important to Your SEO Strategy? - Business 2 Community, May 30, 2019
- How ‘Purpose-Based Ideas’ Help Modern Brands Maintain Authenticity - Prophet Thinking, May 30, 2019
- Debunking four myths of organic growth - McKinsey: Marketing and Sales Insights, May 30, 2019
- What Does Content Consulting Look Like? - Impact Blog, May 29, 2019
- FORRward: A Weekly Read For Tech And Marketing Execs - Forrester Blogs, May 29, 2019
- Unique Selling Proposition Vs. Brand Promise - Branding Strategy Insider, May 28, 2019
- The importance of innovation and purpose in capturing growth - McKinsey: Marketing and Sales Insights, May 31, 2019
- The Power of Transformation - Business 2 Community, May 28, 2019
- 4 Things Small Businesses Must Include in Their Budgets - Business 2 Community, May 28, 2019
- How to Sound Human in the Age of Chatbots - Business 2 Community, May 28, 2019
- Poll Reveals Facebook is Still the Most Popular, But Facebook Marketing Trends Spiral Downward - Social Media Explorer, June 1, 2019
- Brand Strategy For The Unexpected - Branding Strategy Insider, June 4, 2019
- The North Face’s Wikipedia hijacking is a wake-up call for brands and agencies - Econsultancy, June 3, 2019
- The Danger of Comparing Yourself to Others - Farnam Street, June 3, 2019
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Podcasts and Webinars
- The Law Firm Generation Gap: A Millennial and a Baby Boomer Talk It Out - Blog of Legal Times, May 31, 2019
- Webinar: Get more client referrals - Legal Futures, May 29, 2019
- PODCAST: Best Practices for Evaluating Cloud Vendors in Legal - Affinity Consulting, May 31, 2019
- How to Give Your Content CPR - Duct Tape Marketing, May 28, 2019
- Top Marketing Podcasts That Will Make You Smarter - Social Media Examiner, May 28, 2019
- Episode 49: Building Skyscraper Content Part 2 with Amanda Powell - Digital Marketer, May 30, 2019
- LawNext Episode 41: Tom Bruce on 27 Years of Disrupting Legal Information - Robert Ambrogi's LawSites, June 3, 2019
Vendor Updates
- How to Drive Client Growth with Digital Marketing and a CRM Solution - Law Ruler, May 28, 2019
- Why Personal Injury Firms Should Try Email Marketing - Casepeer, May 28, 2019
- Thomson Reuters announces another evolution with Practical Law Canada now driving better legal workflow efficiencies through product integration - Thomson Reuters - Thomson Reuters: Press Releases (Legal), May 29, 2019
- Casetext’s New ‘SmartCite’ Citator Is Its Clever Answer to Shepard’s and KeyCite - LLRX.com, May 31, 2019
- Major Merger Makes E-Discovery Provider An $800M Public Company - Robert Ambrogi's LawSites, May 28, 2019
- Seal To Launch NLP Model Marketplace in Collaboration Move - Artificial Lawyer, May 31, 2019
- A How-to on Republishing Your Law Firm’s Blog Posts - Good2BSocial, June 3, 2019
- The Customer Success experiment: How focusing on long-term value solved our retention problem - Nutshell, June 3, 2019
- Setting Up Email Marketing For Personal Injury Firms - Casepeer, June 3, 2019
- Casemaker Unveils Major Redesign of Its Legal Research Platform - Robert Ambrogi's LawSites, June 3, 2019
Marketing and Editorial Jobs
- Business Development Manager for Global M&A and Private Equity, For the NY Office of a Very Prestigious Global Law Firm - May 31, 2019
- Marketing and Business Development Specialist- Energy or Litigation Focus, For the Boston, DC or New York Office of an Economic Consulting Firm - May 30, 2019
- Attorney Recruiting & Development Coordinator, For the New York Office of an International Law Firm - May 28, 2019
- Part Time Legal Journalist for Project in Tenderloin Section of San Francisco, CA - Law and More, June 3, 2019
- Legal Journalist, Orange County, CA Superior Court - Law and More, June 3, 2019
- “WHAT HAPPENED????” How a remote tech writing gig proved to be an old-school scam - Ars Technica, June 2, 2019
- 3 Writers for Legal Content (Boston area) - Law and More, May 31, 2019
- Dow Jones, New York City - Bankruptcy Reporter - Law and More, May 29, 2019
- Martindate - REMOTE - Legal Marketing Copywriting (multiple opportunities) - Law and More, May 29, 2019
- Law Business Research, D.C. - Reporter Trainee (paid) - Law and More, May 29, 2019
- LegalCom - REMOTE - Legal Writing (legal degree preferred) - Law and More, May 30, 2019
- Center for Urban Future, NYC - Policy Researcher - Law and More, May 31, 2019
- NY Dept of Health/Mental Hygiene, Long Island - Speechwriter - Law and More, May 31, 2019
- Environmental Law Organization, San Francisco County - Communications - Law and More, May 31, 2019
- International Trademark Association, NYC - Sr. Coordinator for Legal Resources - Law and More, June 3, 2019
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_____________ The Law Firm Marketing Brief is the newest addition to the Pinhawk family of newsletters for the legal market. As the pace of competition and innovation in the legal market continues to accelerate, marketing issues are now front and center in shaping the future of the profession. This newsletter is designed to serve the needs of marketing professionals in law firms of all sizes, as well as practicing lawyers who are actively involved in marketing and business development initiatives, by providing a weekly briefing on the marketing ideas and trends that are driving the transformation of the legal industry. Joe Lamport, Editor. email me. Joe is a former practicing lawyer who has been a pioneer in the field of digital marketing for lawyers. He is the founder of the marketing consultancy, The Practice Platform. Free Subscription See our free newsletter for IT folks. See our free newsletter for Librarians. See our free newsletter for Legal administrators.
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