Marketing Briefs
Recommended Reads for Professional Service Firms

by S2 Marketing Strategies                               
                                               September 15, 2015

Unsure of what you can and can't do with social media, blogs, websites, Email marketing or other forms of digital delivery of information to clients or prospects? 

Attend this CLE program (2 CLE Ethics hours) on November 4, 2015, and hear from a panel of attorneys who will share their insight for marketing in the digital world.  There will also be a discussion of the changes being proposed for Rule 7.1 and 7.2 for Indiana and what this might mean for attorneys and their marketing efforts.

Each speaker will make a brief presentation on their topic followed by a panel discussion to delve deeper into what can be done without violating the professional code of conduct.


Bryce Bennett, Riley Bennett Egloff
Social media

Neal Bowling, Lewis Wagner  

Charles Kidd , Indiana Supreme Court
Disciplinary Commission

Thomas Mixdorf, Ice Miller:
Attorney bios

Karl Mulvaney, Bingham Greenebaum Doll
When to use advertising material

Jeff Nickloy, Nickloy Higdon
Ten common advertising mistakes

Who should attend:  Attorneys, marketing professionals, practice administrators

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And you can't make me
If you are someone who wants to better entrench the marketing ethic within your firm and understand why that is important, I'm sure you have heard these statements.  Marketing violates our professionalism.  I know how to market and don't need any help.  I'd rather spend my time on something that really matters.  I went to school to learn how to practice law not run a business.  Marketing is a waste of money because we get our work from referrals.  Overcoming these objections may be difficult but necessary.  Here are some good tips for meeting these obstacles head on and getting to YES.
Improve the lateral recruiting process
If law firms were run more like businesses, the average investment of $600,000 to recruit a lateral partner would probably be more like $6,000.  There would be evaluation and assessment processes in place, partner time would be kept to a minimum, and fairly accurate projections would be made about the clients and associated revenue the lateral could realistically bring with them. There would also be a very structured onboarding process for the lateral to insure they were producing revenue quickly. Sadly, after years of using lateral recruitment for growth it appears that the laterals may be the only ones who have a good ROI from this process.  Using a balanced score-card technique developed by Harvard Business School may result in a better outcome.  Eric Dewey describes it well.
Why B2C and B2B must die
When did people become either businesses or consumers?  Does a business really make a decision to buy something or hire someone?  Certainly there is a human involved.  So, let's give these humans what they love.  And there is actually a name for that: Inbound marketing.  It includes providing useful and meaningful content, giving potential buyers what they need when they need it, and delivering it to them in a way that is easy and convenient for them.  So, let's forget about whether they are something other than a human being and develop a good strategy around that idea.
Compiled for you by S2 Marketing Strategies LLC
Dona Stohler, Founder and Principal
Develop Your Business. Tell Your Story.
Strategies for Professional Service Firms