| Copyright (c) 2010 Benjamin Glass | | | | them is up to you - just make sure you're doing it in a |
| The goal of your legal marketing campaign is to draw | | | | timely manner. |
| attention to your law firm and legal practice to gain | | | | Potential clients aren't usually only contacting one |
| new clients through your lawyer advertising. Legal | | | | lawyer for more information; they're contacting at least |
| marketing is a two-way street: just as your clients | | | | 2 or 3, sometimes dozens depending on how picky |
| need to respond to your various legal marketing | | | | they are. Make sure that you're responding as |
| strategies, you must acknowledge that you are just as | | | | promptly as possible, and then follow up to that initial |
| interested in them. | | | | response in a week or so. Keeping on a client's radar |
| That being said, one of the biggest reasons | | | | is important to gaining their business. |
| inexperienced lawyers fail at their lawyer advertising is | | | | Responding to Legal Marketing on the Internet |
| that they don't pay enough attention to the response | | | | The Internet is a ripe orchard of opportunity for legal |
| they give to clients who are responding to their legal | | | | marketing. One of the strongest assets of lawyer |
| marketing. Just as there is no magic fix for your | | | | advertising is your blog. Not only is it a great forum for |
| lawyer advertising needs, you need to put continued | | | | you to be a little more yourself, but your blog also |
| effort into your legal marketing so it continues to | | | | allows for some great one-on-one client interaction. |
| generate new client leads. | | | | You can use your blog to introduce your opinion on |
| If They Ask For More, Give It to Them | | | | topical legal issues that may be currently affecting |
| One of the main strategies I employ in my legal | | | | your clients. By giving clients a chance to respond |
| marketing tips is that you need to make your client | | | | directly to you in a public forum such as a blog |
| want to raise their hand and ask you for more | | | | comment thread, you show that you aren't afraid to |
| information. I do this through offering my books, CDs | | | | discuss your position. It helps establish you as a source |
| and guides as additional information to address their | | | | of confidence and knowledge in your practice areas, |
| legal needs. All they need to do is fill out a simple form | | | | because you're willing to discuss your legal opinions in |
| requesting additional information. | | | | public rather than sit back and mutter under your |
| For digital materials like e-books or PDF guides, simply | | | | breath. |
| put your legal marketing management software in | | | | An Eye for an Eye |
| gear. Because these forms are processed through | | | | Remember that your clients are doing you the first |
| your website, they should feed directly into your | | | | honor of responding to your lawyer advertising. |
| database software, and the software should be | | | | They've shown their interest, and they're expecting |
| programmed to automatically e-mail out the requested | | | | you to do the same. Whether it's an envelope |
| materials. This requires no effort on your part once | | | | containing your latest legal seminar on CD, or a friendly, |
| you get the system set up. | | | | "Thanks for your comment on my blog. You know, I'm |
| Physical materials are a bit trickier, but still made easy | | | | also heading up a letter writing campaign for..." sort of |
| with good client database software. You can set your | | | | reply on a blog comment, you need to show your |
| software to auto-generate mailing address labels for | | | | clients you care just as much as they do when it |
| sending your physical information packages to | | | | comes to establishing a client-attorney relationship. |
| interested clients. However you get the materials to | | | | |