Making sure you’re prepared on all fronts for the death of a law firm founder or influential firm attorney is something that no one looks forward to, points out Bruce Vincent in a blog for Muse Communications. But failing to take a few necessary steps beforehand is a recipe for potential confusion and consternation among the attorneys at your firm, the firm’s clients, and, importantly, the lawyer’s family.

“Although the notion of strategizing for someone’s eventual death may seem macabre, those who do so are much more likely to emerge from a terrible situation in such a way that shows their compassion and dedication to the memory of their lost colleague,” he writes.

The article discusses the initial steps a firm will need to take after the lawyer’s death, various ways of respecting the deceased’s memory, and dealing with the somewhat mundane chores that follow the loss. These can include monitoring the lawyer’s email, changing stationery, online directories and more.

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Most attorneys make their first impressions online rather than face-to-face, so the photo that accompanies a lawyer’s online presence is their first chance to impress prospective clients, employers and referral sources, advises Amy Boardman Hunt of Muse Communications.

In a post on her company’s website, Hunt explains that professional photos have uses beyond the firm’s website, including social media profiles, online lawyer directories, speaking engagements, and more.’

She includes a question-and-answer exchange with professional portrait photographer Vanessa Gavalya. They discuss the importance of choosing the right attire, how to keep the session within a budget, and how to show how the portrait subject feels inside.

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Social media offer many benefits through its hyper connectivity, but it also can cause problems in the business world for those whose viewpoints may conflict with their clients, employees or colleagues, writes Christina DiPinto of Muse Communications.

She explains that, while there are a variety of these social media ethics violators, there are three types that all lawyers should know about and avoid emulating: the double agent, the rebel, and the frenemy.

The post concludes with some helpful hints, strategies and tips to make sure a firm’s social media experience is free of ethical concerns.

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By Amy Boardman Hunt
Muse Communications

If you’re a small law firm looking to grow your business, you may have encountered the phrase “content marketing” while exploring your marketing options. You may be asking yourself, “What the heck is that?”

This blog post will explain some of the main concepts of content marketing and discuss how it can be a potent tool for solos and small law firms with limited marketing budgets.

Content marketing is an umbrella term that incorporates the following elements (among others):

• Blogs
• Website text
• Social media
• Email marketing
• Search engine optimization for website text and other online content (i.e. making your content easily findable by online)
• Online profiles
• News releases
• White papers
• Ebooks

Become a Source of Genuine Value

The essence of content marketing is that you’re promoting your subject matter expertise (whether it’s labor law, family law, or any other practice area) by providing consistent, relevant content of interest to your clients and prospective clients. That could be answers to FAQ-legal inquiries, updates on new regulations, pending legislation that could affect your industry, interesting trends your clients need to know about, or just your “hot take” on a news story that intersects with your practice area.

Content marketing is primarily about two things:

• Building a reputation as a source of genuine value in your practice area; and
• Staying top-of-mind among your clients, prospective clients and referral sources.

It is not primarily about self-promotion, though that can play a part in your overall communications strategy.

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Spending some time in the next few weeks planning for business development in 2017 can pay big dividends, advises Bruce Vincent of Muse Communications, a marketing company for lawyers and law firms.

In a post on the company’s website, he writes that something as simple as paying attention to the calendar and keeping an eye on local news can be an effective way to promote your legal practice in 2017.

Under the heading “Low-Hanging Fruit,” Vincent discusses the value of being named to “best” lawyer lists. “The key is making sure that clients know about your professional recognition, and the first step is knowing how to be considered for these honors,” he writes.

And under the heading “Make Yourself a Media Expert,” he gives advice on how to be featured as an “expert” in a particular legal field and be quoted on television or in print.

“One easy way is to stay in tune with the news of the day and find popular storylines that dovetail with your practice. The idea is to eventually make yourself available for media interviews the next time a reporter needs an expert source,” he writes.

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