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See you in your company: TSB

On April 8 we resumed our activity  “We See Your Company”  with a visit to the facilities of our partner  TSB Transport and logistics of industrial parcels.

Leaders for the Future with Roger Navasa

A new session of “Leaders for the future” took place on 26 February,  in which participants had the opportunity to meet with  Roger Navasa, director of the Inditex distribution center in Zaragoza.

Presentation of new ADEA partners

At the end of the day with the managing director of financial institutions for Southern Europe in Fitch Ratings,  Erwin van Lümich, was introduced to the new ADEA partners.

Leaders for the Future with Mª Jesús Lorente

On February 5 a new session of  “Leaders for the future” took place,  in which participants had the opportunity to meet with  Mª Jesús Lorente, President of ARAME.

Presentation results Opinion Indicatorresultados Indicador de Opinión

What most worries Aragonese managers are political instability. This is reflected in the results of the Opinion Indicator for the second half of 2015, which we presented on January 22.

Interview with Alicia Asín

In our section Interview with the Director, we interviewed Alicia Asín, Co-founder, and CEO of Libelium.

Leaders for the Future with José Luis Aguirre

A new session of “Leaders for the future” took place on 15 January,  in which participants had the opportunity to meet with  José Luis Aguirre, first vice-president of Ibercaja Banco.

Opinion Indicator

En estos momentos estamos trabajando en la encuesta correspondiente al segundo semestre de 2015, cuyos resultados se presentarán a los medios de comunicación el próximo 22 de enero.

Líderes para el Futuro con Ángel Herrero

El 11 de diciembre tuvo lugar una nueva sesión de “Líderes para el futuro”, en la que los participantes tuvieron ocasión de reunirse con Ángel Herrero, director regional de CADENA COPE Aragón.

Sesión de “Líderes para el futuro” con Deloitte

El 5 de noviembre los participantes del programa “Líderes para el Futuro” tuvieron ocasión de reunirse con el socio de Deloitte en Aragón, David Álvarez.

Jornada ADEA de Redes Sociales

On March 17, Felipe Romero, founder and CEO of “The cocktail analysis” gave this day where he affirmed that “Content gains weight in social networks”.

ADEA Forum with Erwin van Lümich

On February 25, we had the FEAA with Erwin van Lümich, CEO of Fitch Ratings for Southern Europe, who spoke on “Fitch Ratings: Outlook for banks and other sectors for 2016”.

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Building a Better Client

Clients are the lifeblood of any firm- but they can also be an attorney’s worst enemy. They often make a case far more complicated than it needs to be, cost themselves and their attorney extra time and money, or create unnecessary distractions that can become a major source of problems for firms of all sizes.

Finding ways to help your clients not make a tricky situation worse is an important part of becoming more effective and successful as a lawyer- and the idea of building a better client is something that many lawyers don’t take advantage of.

The problem that lawyers face is finding a client that strikes a good balance between ignorance of the law and the belief that they know what they are doing better than their attorney. You don’t want to come across as being dismissive of your client’s ideas, but you also want to ensure that your client has enough information to ensure that their case goes as well as possible. You already know that your client is probably spending time getting legal information from Google- or less reputable sources.

This can create a multitude of problems- as one comic once quipped about medical information online “I discovered that I either have a pulled muscle or pancreatic cancer.” Too much of a good thing can be very dangerous when it comes to clients in a law firm.

But your clients are telling you something- what they really want is information, and the best way to build the client you want is to provide them with a reliable source of knowledge that will help both of you in your case.

There are several ways to accomplish this. One of the absolute best ways to educate your client is by providing the information they want you. Perhaps the best way to educate your clients is to have a website that provides the information they need. You can direct your clients to the site to answer questions any time, day or night.

And you don’t need to be an expert writer to make an educational site work for you. Some attorneys choose to create videos that explain a specific topic in depth. Others may simply provide a basic article with links to reputable sites. Others may offer to the podcast, use social media, or even offer occasional chat sessions to answer questions.The important thing is that you are offering customers a way to get the information that they need, and the information you want them to have.

The goal isn’t to hide things from your customer, but simply to serve as a directory of the information that will help them the most on their case.

No matter how you choose to educate your current clients, there is another benefit as well. Chances are if current clients are looking for information about a particular topic, so are your potential clients. Providing relevant, accurate, timely information can not only help ensure that your clients don’t become their own worst enemy, it can mean that future clients come to you better educated and more able to help themselves.

In the long run, building a better client means building a better practice.

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How to Get Clients to Read Your Law Blog

After you spend time coming up with interesting, well written and researched posts for your blogs the next step is finding readers. Even with the rapid growth of internet blog readers, it can be challenging to figure out how to get clients to read your law blog. You have probably heard about blog writers that have hundreds of thousands of viewers on their blogs. You may even visit a few of those blogs yourself from time to time.

But have you ever wondered how those writers get traffic to their sites? The answer lies in understanding your readers and knowing what interests them.

How to Get Clients to Your Site

To start, be sure that your blog is written for the people who will be reading your blog. Many lawyers make the mistake of writing for themselves or other lawyers by using complicated legal speak or language that is far different from everyday speech. This is a result of years of drafting legal pleadings that are meant for other lawyers or judges. The best way how to get clients is to write for them!

Blog posts should be written for everyday people, or you will find that readers don’t come back. There are a few resources out there that can help you ensure that your writing is right for blogs- books and websites devoted to helping you improve your blog writing. Another thing to remember is that if you write in Microsoft Word or a similar program, all those red and green squiggly lines are there for a reason.

But perhaps the best resource you can use is simply letting a friend who is not in the legal field read your blog to see if they understand what you are trying to say. Filling your blog with technical terms, abbreviations, and jargon is a sure fire way to turn your everyday readers.

The next thing you need to do is to write your blog so that searchers and search engines can find it easily. You will want to spend a few minutes understanding the basics of search engine optimization. For example, write around a specific keyword or key phrase that your readers would want to find. Including a phrase like “declaring bankruptcy after a divorce” can bring in readers that are looking for that specific topic. While many companies can help optimize your site for search engines, simply writing around key words is the most important thing you can do, and you don’t need to hire anyone else to do it for you.

Keep in mind that you do need to be careful about a few things- don’t overuse a keyword, and don’t use too many links in your blog, or you’ll find that you don’t get the search rankings you are hoping for. There are several different software tools designed to help optimize your blog postings which can help you create the best possible content for your blog.

The next step is to get your articles published. You’ll want to start by posting it on your own site, of course, but you may also want to create content for other sites that will be published as guest posts. You may also want to create articles to submit to other publications.

Whenever you do create a post or article, make sure that it includes your name and a link back to your primary site or blog page. Also, remind people about your blog by posting links to new blog posts on Facebook, Twitter, or any other social media that you use.

Once you begin promoting your work, people will know who you are and start to look for your page specifically. If you work in a specific area, like environmental law or any other specialized field, you will want to promote your work on other sites that focus on the same area.

In order to get readers to your blog, you need to let people know that it exists. Give them a reason to read about you and establish yourself as an authority, and word of mouth will handle much of your promotion. Spending a little bit of time learning the basics of search engine optimization will also lead to an increase in the number of readers who visit your page.

For more information on how to get clients and increase your blog readership, subscribe to this blog today!

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Marketing Tips for Lawyers in a Slump

Every business has them- times when a business doesn’t come as easily as usual, and things are more than just a little slow. For many law firms, the last few months of the year show a significant decrease in the number of new clients that a firm attracts.

While you may think of this as an unavoidable bit of downtime, it is actually the ideal time to reach out to old clients and bring in new business to help you finish out the year strong.

Marketing Tips for Lawyers

The following are a few marketing tips for lawyers in a slump that your firm can use to get ahead anytime you are experiencing a slow period.

  • Start by reviewing your most important marketing material- your business card. Your business card is one of the most important tools you have- it tells people who you are, what you do, and how to find you when they need help. Or does it? Take some time to ensure that your business card contains information that will help recipients remember you when they need you. Then, try this old salesman’s trick- when you hand out your card, give two cards, and ask that the recipient give one to a friend who may need your services. Your business card is more than just a name and address, it is a powerful tool for bringing in new clients.
  • Visit your own website, and look at the information it contains. Find out whether things are up-to-date, whether your biographical information is correct, and ensure that any significant achievements are listed. Also, make sure that your website is optimized for search engines, a process that may require the assistance of an outside firm. Consider adding analytics to your site- this addition offers you a number of tools that will help you determine your position on major search engines and help you see how customers are finding you.
  • Find out what your customers think of you and what you can do better. Customer satisfaction surveys are an important tool in developing your firm. They also remind clients that you are interested in what they have to say, and keep your firm in their mind in case of any legal needs.
  • If you have a blog on your web page or another page, now is the time to do the legwork you don’t have time for during the rest of the year. While some blog posts should address timely issues, others address topics that are always of interest. Spend time coming up with a list of topics you want to write about, and even write several blogs in advance. These posts can be used during the times that you are too busy to write something new, or, you can simply get ahead now while you have time.
  • Get organized now while things are slow. Chances are, you have piles of unfiled documents, half-finished projects, and small but time-consuming “to-dos” on your list. Now is the time to handle those projects, so that when business picks up at the beginning of the year, you’ll be ready to tackle it.

Your slow time of year can be the start of your busiest year yet if you use the time to implement these marketing tips for lawyers and prepare your practice. Rather than worrying that business is slow, look at this as an opportunity to get ahead.

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Law Firm Logos – Making the Right Impression

For a long time, law firms generally went completely without a logo. Most firms simply created some nice looking letterhead featuring the names of partners or even created some sort of simple design using office software.

While that may have worked before the invention of the internet, today’s firms are spending more and more time and resources in an effort to brand themselves. If you have a law firm logo- or even if you don’t- what does your logo say about your firm? If you haven’t designed a logo or you haven’t revised the design of your logo in a long time, now is the time to ask yourself what your logo says about you.

When you think about popular logos, they all say something about the company they represent. Think of the Starbucks logo, with the stylized bohemian woman who represents the company. Or the Nike “swoosh” that embodies the sleek, fast performance that the company promotes. Or even Wendy’s girl, with the big smile and burger that brings to mind an old-fashioned burger joint.

Your logo shouldn’t be the most important representation of your company- that honor belongs to the reputation you build- but your logo should create a visual representation of who you are and what you do that you customers will instantly associate with your firm.

Law Firm Logos

A logo, whether for a law firm or any other business, is a visual representation of your brand and where you belong in the larger marketplace. It should give anyone who sees it an idea about who you are and what your firm is about. Some symbols of the legal profession are perennial, and can be incorporated into any design to help convey the idea that you are a legal firm- the scales of justice, lady justice, or a gavel are all simple parts that can be included in your logo. But you shouldn’t rely on these old standbys because they won’t distinguish you from your competition.

To start designing a vision for your law firm logo, try this:

Grab a piece of paper, and write down things that represent what your practice does. If you represent people in traffic and driving cases, anything from cars and keys to road signs and streets could be appropriate. If you are an environmental firm, consider symbols such as leaves, trees, or anything else that represents a cleaner world. The options are endless, just grab at the obvious and less obvious concepts that represent your firm.

Next, you will want to leave the true design work to a professional. There are a number of ways to do this, including sites that allow you to hire a graphic designer to create samples for you and sites that make designing law firm logos into a contest of sorts to provide you with multiple options. You can also hire a local graphic designer or firm to complete the work for you. In either case, the results will likely vary based on how clearly you are able to communicate your vision for the finished product. No matter who you choose to do the work, remember that your logo will become associated with your practice, so perfection is a must. You should find a balance between professionalism and simplicity that your customers can identify with.

Once your logo is created, you will want to begin looking at it as an advertising tool. Include it on business cards, add it to your lawyer website, and even include it on the letterhead of your law firm stationery. If the old saying about a picture being worth a thousand words is true, a logo says more about your company than virtually any other advertising tool ever will.

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Local Law Firms in an Online World

You already know that marketing your law firm online is a vital part of surviving in the technologically advanced world that we live in, and you probably already have an online presence of some sort. The traditional ways of optimizing your site for search engines are still important- you need to build a keyword rich site that includes lots of content and you need to reach out to customers using social media. But are you taking advantage of the search tools for local law firms that will help you reach out to clients right in your own backyard?

For most firms, the vast majority of their business comes from people nearby. In most cases, the geographic area served by a particular practice is no more than just one or two cities or a handful of small towns. So while marketing your firm to the greater online world is important, marketing to the customers right in your own area is even more important. The most important innovation for law firms and other businesses with a small geographic reach is local search. If you haven’t spent some time making yourself known to local search providers, you need to start now.

Think about the last time you or a loved one searched for a restaurant or shop. Chances are, rather than turning to the yellow pages, you used the internet to find out what was in your area, where it was located, and what was provided. The same is true of people looking for local law firms or a local attorney in their area.

Local search tools are highly effective because they are a combination of social media and search engines, and they often include mobile applications that can be accessed from a smart phone or another mobile device. And most customers who are looking for a lawyer in a certain area will perform a search that includes who they are looking for and where they are looking- for example, “divorce lawyer Colorado springs”. Local search tools help your firm reach out to those customers and bring them into your firm.

When it comes to local search tools, there are a few that you need to know about:

Google Places is one of the most important since a large number of mobile apps and customers everywhere use Google to find out nearly anything they need. Using the site is free, and there is a good chance you are already listed on the site, but to get the most out of Google Places, you will need to optimize your listing to ensure that it turns up first when customers are looking for someone like you.

Yelp is another tool that is becoming increasingly popular in big cities. You can register for free, and create a profile for your business. Many attorneys find that a Yelp profile is particularly effective because you can include a large amount of information that is also beneficial for boosting the rankings of your regular site.

You may have heard of Angie’s List before, but many lawyers don’t know that it is used to list attorneys as well as contractors and other companies that provide a service of some type. The site is rapidly gaining popularity, as people see it as a highly reputable provider of reviews and listings.

A final tool that you should consider is local classifieds providers (craigslist.com being the best known). You will need to be careful to ensure that you are creating well-written ads that attract customers, nothing that sounds spammy or unprofessional.

Most local search tools are free, easy to use, and take only a little time to work with. But for law firms who are actively seeking new clients, these tools can be invaluable, reaching customers that you may not have reached with any other form of advertising. More importantly, you will improve your reputation within the community by having a professional presence on the sites that your customers are viewing.

With all the benefits of local search engine marketing for law firms, why haven’t you started yet?

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Giving Your Small Law Practice a Big Presence

Every area has that one law firm that seems to eat up all of the clients in a certain area. You know the one- they have commercials that seem to run constantly during afternoon TV shows, the lead partner smiles from local billboards, and they have a slick legal website that seems to snap up clients long before you can even reach them.

Marketing your law practice in the face of this kind of competition can be a frustrating proposition, but thanks to the internet, there are ways to reach out to customers long before the giant firm even knows that they exist.

If your firm is facing this kind of competition, the following are a few tips that may just help you take on the big guy- and win.

The first thing you need to do is become an expert in whatever field you work in. Your website, specifically, your blog, will provide the tool for doing this. Focus on creating relevant, keyword rich legal content that focuses specifically and narrowly on your field of law and your geographic area.

Before they ever pick up the phone, your clients are searching online for information about their case, and providing that information is the best way to build your reputation as an expert in their field. Spend lots of blog space focusing on the common problems that your clients face, and give them realistic advice on how to solve those problems.

You may even want to hint at the fact that big firms simply want to sell them on an expensive one-size-fits-all solution that won’t help them get what they really need. Show them that you are not only an expert, but also someone who is willing to help people who are in a tricky situation.

The next step is to go to where your customers are. There are many forums that focus on legal issues, and there are many active members on these sites that post legal questions and conundrums that they need help solving. Your goal should be to spend time in these forums reaching out to people who have the problem that you want to help them solve.

For example, try searching for a specific legal area and the word forum (divorce forum, bankruptcy forum, estate law forum, etc). Sign up to become a member of the site, but be careful about how you post. Don’t promote yourself (although you can and should mention that you are an attorney), don’t talk badly about other firms, and keep posts professional.

Before your first post, be sure to fill out your profile on the site fully- including a link to your website and/or your email, to make it easy for potential clients to find you.

Then, post advice in areas where you will be useful, and use the questions asked by users as a way to come up with blog posts.

Finally, don’t underestimate the value of creating reading material for your potential clients, but be smart in where you place information. While writing for legal journals is great for your reputation, customers aren’t reading legal journals. Write articles for local magazines, offer helpful advice that can be placed in newsletters or on sites that aren’t necessarily legal in nature but which will be read by your clients.

The bottom line is that when you are a smaller firm, you need to be creative to bring in clients, but it is possible to take on the giant firms and win if you are willing to find your customers before they know they need you.

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