December 15, 2015
In this article, published in the November 2015 issue of DRI’s For The Defense, Jay Courie, Managing Partner of MGC Law and Past President of DRI’s Law Practice Management Committee, and I take a comprehensive look at all of the metrics your firm should be tracking as part of its marketing scorecard. You can read the full article by clicking the link above. This article was republished with the permission of DRI.
September 29, 2015

Your Marketing Scorecard – Client Satisfaction

Although most new law firm matters come from existing clients, many firms focus the overwhelming majority of their marketing resources on attracting new clients to the firm. Some firms with longstanding relationships with institutional clients understand that investing time and money into relationships with existing clients can provide significant returns, both in terms of client loyalty and profitability.  Understanding your clients’ level of satisfaction, areas for concern and ongoing needs is critical to truly delivering the high level of client service that law firms tout. Client surveys can be conducted via in-person interviews, telephone surveys or electronic surveys, and each […]
September 9, 2015

Your Marketing Scorecard – Web sites

A client will almost never hire your firm because of its web site.  However, we know from countless studies, interviews and published articles that general and in-house counsel and other law firm clients use a firm’s web site to validate their selection, confirm qualifications, assess your areas of strength/depth (or lack thereof) and ultimately, make their hiring decision.  How frequently do you review your site’s performance and assess what is working and what is not? Firms invest hundreds of thousands of dollars in their web sites over time, and there are a myriad of analytics that can be used to track […]
July 29, 2015

Your Marketing Scorecard – Branding

Branding is arguably the most important strategy for your firm and one for which success or failure can be the most challenging to measure.  Over the last 20 years, branding has gone from a nebulous concept for law firms to a recognized, must-have asset.  It is incontrovertible that firms with well-established brands have the ability to charge premium rates versus their competitors, sometimes multiples of the rates charged by competitors in their markets.  But, where do you start? Brands are typically either market-driven (this is how the market perceives our strengths, so we will play to that in our communications) […]