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Issue 22

Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead

By Burkey Belser and Sue Allison

We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.

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Issue 21

Your Client Feedback Program May Not Lead to Satisfied Clients

By Sue Allison

I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”

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Issue 20

In Client Interviews, How Questions Are Asked Really Matters

By Greg Newman

In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?

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Recent Posts

Second Webinar (Part 2 of 3): Posted on YouTube!

By Burkey Belser and Gayatri Bhalla

Posted on 02/25/10 at 4:58 pm

Our latest webinar, “Designing the Interactive Experience,” is now available in segments on YouTube.

Burkey Belser and Gayatri Bhalla shared best practices to make websites more effective and enticing to clients, as well as how to use SEO to make the experience a success.

Join us this Wednesday at 2 p.m. EST for the last webinar in our three-part series, “Pioneering the Digital Relationship.” Reserve your webinar seat at: https://www2.gotomeeting.com/register/645706218

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Next Webinar (Part 2 of 3): Designing the Interactive Experience

By Burkey Belser and Gayatri Bhalla

Posted on 02/18/10 at 4:06 pm

Join us for our next Webinar:

Designing the Interactive Experience

Wednesday, February 24; 2:00–3:00 PM EST

Join Burkey Belser and Gayatri Bhalla on February 24th at 2 PM for the next Webinar in our series. All delivered in 60-minutes on your own desktop.

You will learn:

  • How to create an effective, SEO-friendly Web site.
  • And more.

Register Now! Reserve your Webinar seat at: https://www2.gotomeeting.com/register/927177267

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Part 2: The Next Big (Web) Thing

By Burkey Belser

Posted on 08/06/07 at 5:14 pm

Last month we learned how to build a community of viewers, reviewed the four legs of a Web site plus shared thoughts on how to deliver the brand, not just data. This month we want to tell the other half of the story: The new model for developing successful Web sites is getting clearer as the years pass. Here are some thoughts to consider:

You Are No Longer In Charge

Users are. Web 1.0 was about servicing the brand (“Hello out there, here we are, we do this, isn’t it great?”) Today, a clean, well-lit place is the price of entry. In the world of Web 2.0, marketers extend the collaborative brand (customer and company). That means you are no longer (and never were) in complete control of the whole brand. You can only deliver perspectives on the brand. Users complete the picture.

Here’s how Razorfish describes the old model: the customer was a tiny moon orbiting the giant brand, a cathedral of graphic standards. Today’s brand is more like a paint blob with users participating as co-painters of the brand. This is a seismic shift in our understanding of “brand.” Now customers and sellers “talk” back and forth about what the brand is and what the brand should be.

I hope you’re reading this carefully. Humor me and go back and read these last paragraphs again.

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Part 1: The Next Big (Web) Thing

By Burkey Belser

Posted on 07/09/07 at 5:15 pm

Recently, I went to a day-long seminar called wwww.dc to learn about business-to-consumer site design. There must be lessons, I imagined, we could learn about marketing to businesses that are born from consumer marketing. My hunch was confirmed. Here’s what I took away:

A Baseline Measure

The exponential growth of the Web is sobering. In 1997, there were only 100,000 sites. By 2006, over 100,000,000 sites were active, with three to four thousand going online each month. In other words, every 48 seconds a new site goes online. That dramatic explosion has changed the way consumer product and service companies approach their sites.

Build Community (Maybe)

The buzz from nearly every speaker was about building an online community on their sites. In particular, we learned washingtonpost.com creates and sustains a community by:

  • Creating live online forums that bring readers of The Washington Post into active, daily contact with the site
  • Updating blogs at least once a day
  • Being considerate of others by using software filters to shut down offensive language
  • Sending out reporters with digital cameras to augment their stories with images that create a more intimate relationship between the reporter or writer and the subject.

What’s the lesson for you?
The only “community” that’s likely to be built on a professional service site is around a blog that keeps visitors up-to-date with changes in narrowly focused fields. In those fields, live, online forums can be winners. But aim for monthly updates, not daily. And, of course, those forums must be advertised online, via email and through traditional channels.

Take another tip from washingtonpost.com and use that digital camera you bought last year. Professional photographers are not required for every assignment. The Internet has become very forgiving of non-professional photography (Thank you, YouTube). And “non-professional” cameras are delivering better and better images.

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