marketing the law firm

What are the most effective forms of legal marketing? We are currently in the deposition of the use of technology to the market law firms. Law firms are beginning to use blogs and many are beginning to understand how to use websites effectively for marketing. This is an important indicator that the company begin to industries that they are on their websites. In other words, instead of creating a website on all of their mandates, they concentrate on their visitors. It is a classic marketing technique to the customer, and not what you sell.

Until recently, law firm websites were all about themselves, they should instead concentrate on what their visitors want to buy. For example, customers do not see themselves as clients of the practice groups. Instead, they see themselves as members of an industry. Therefore, firms do intelligent marketing industry, they serve.

Can you give an example?

Sure. Take a look at Torys law firm in Toronto. He has video podcasts that are currently an award for Marketing Initiative of the year. Another example is Holland & Hart in Denver, which deals with Frontier Airlines to produce "" Business Class "," a trademark in-flight entertainment spot lighting show innovative customers.

How much should a law firm marketing spend?

The rule of thumb is, for 2% of gross revenue, excluding marketing salaries, marketing and business development. Most companies grossly under spend and how much you pay a marketer depends on how big the city, how big the company. Obviously bigger is more expensive. Marketers in small firms in small towns average 50,000 U.S. dollars per year. Marketer in New York City mega-law firms earn $ 500,000. But I do not want the pressure.

Are lawyers at their cost per lead, per case, and maintained according to the settled case?

No, most lawyers are not that sophisticated yet. But I am now advised to return that will enable them to meet the cost per lead.

As the cost per case - the cost of turnover is something law firms do not know, they're not noted in sales. For example. I worked with Chuhak and Tecson, a law firm in Chicago, and they spent $ 24,000 training 20 partners and within nine months, worth $ 1 million in new revenue - a 4.000% yield. And this is typical. Another example: I trained a trial lawyer in Chicago, whose revenues were $ 200,000 and within a year they multiplied them all by himself, to $ 2.5 million. Frankly, that is amazing.

TV advertising is a thing of the past?

Most firms never advertised on television. But small companies, the lawyers have a volume practice - such as immigration and personal injury - have many customers to make money, so they still have the TV and radio to attract clients.

What about blogging - how does that fit in?

A blog is basically a type of website whose content is the entire text. The author is a new number and the latest article is on the tip, while the elderly are depressed. A blog is a fantastic marketing vehicle because it is the author as an expert, an authority. Smart lawyers will also close, on their specific topic blogs.

I'll give you an example. Dennis Crouch, of Counsel at McDonnell Boehner Hulbert & Berghoff in Chicago, has a blog called Patently-o and the site gets 50,000 visitors per week. He told me that his blog has in Fortune 500 companies and more importantly, referrals from lawyers, he has never met. He writes about patents that were granted, and now even the national experts. And he has been in practice only four years!

There is no need for the yellow pages - I tell my customers to cancel their ads and start a blog instead.

How has your business grow?

My advice in 2000 and has multiplied. I now have an office in Illinois and Arizona, an associated company, researchers, and six sites. In my practice I have advised more than 60 law firms on business development and the use of technology for marketing. The largest company I was recommended, Baker & McKenzie - at the time there were 3000 lawyers of the company and they have another 400th The smallest company was a husband and wife team in Peoria, Illinois.

How can people find?

People find me in Google. My site is number one in the "Law Firm Marketing" and the number one in Yahoo. If I make a call, and there are many every week, I wonder how they all call me, and usually says: "I saw you on the Internet. "

I focus my marketing on the web. I www.lawmarketing.com, the portal will LawMarketing and 100,000 visitors per month. I also LawMarketing For www.lawmarketing.biz / store. I also have the Listserv LawMarketing and just to round it out, I use the Professional Business Development Institute online. LawMarketing The portal is an online magazine, the shop offers LawMarketing marketing books, CDs and research, the website sells consulting services, the institute sold Education and Community Listserv sold.

If a lawyer asks what the normal request?

1. "" Help, we need some marketing, all of our Rainmaker are 70 years old! ""

2. "We lost our number one customer. We have to replace him - now! ""

3. "" None of our young partners already have a file "."

For all of the above, they need business development training. One method is to create a one-day training back. I will visit the company and a presentation on sales and business development for a whole day, anywhere in the U.S. (and I've done technology marketing for almost all major Canadian companies).

Secondly, I meet with the lawyers, one-on-One, and a personal business development plan.

Thirdly, I write the company's marketing strategy. The problem with many lawyers is that the tactic - something that happens today - and not wait for a strategic plan.

Between tasks I have two web seminars per month, on www.pbdi.org. You need only register online, and it is on the Internet and by telephone.

Look into the crystal ball - Where's right marketing going?

I see that in sales. Marketing Your profile is on the market and make known, but it is that sales in new business. The law does not say "sales", "you say," "Business Development. "" That means picking a target, the development of a wolf pack to go after it and a long-term plan for the acquisition of the target language. You can see what is pre-meditated.

Most procedures are under right of customers to them. The lawyers do not pick up the customers so many lawyers hate what they do. The new trend is to your customers and go after them.

Another trend is remotely legal practice. Most law practice includes transactions, and that means documents. A lawyer can be to write the document and the customer may be the document on the Web - There is no need to be anywhere special. That is how I am.

Have laptop travel.

Exactly. Everything you need is the Internet and a telephone connection.

What about burn-out, how can lawyers enthusiastically marketing?

The central element in my approach: I ask them what they like to do in their practice. Then I wonder what kind of people who are happy with it. Next I will ask what are fun for them, like boating or golf. Then we mix in the economy with what the lawyer is not for fun. Finally, we turn on the lookout for people who can help the lawyer.

This is how lawyers should market: Do you like someone you can in your area and get out there and have fun with them. What's not to like?

By Larry Bodin, a business development consultant based in Glen Ellyn, IL. He has helped law firms generate millions in new revenue by developing strategies, conducting business development retreats and individually coaching attorneys. He can be reached http://www.LarryBodine.com Lbodine@comcast.net and 630.942.0977.