If you have a smart phone, the chances are you've seen more than a few law firm apps coming through the app store. A lot of law firms are getting them and you may be tempted to do the same. With all the smart phones out there, it's got to bring you some business, right? Hey, even one new client will pay for the app.
Before you get out your checkbook, there are some things you should consider.
Most apps fall into two categories. The first is of the "digital brochure" variety. This may do a great job of showing your firm's capabilities but you're not going to bring in much business with an app that nobody downloads and if a brochure is all you've got, not many will.
The second category of app falls into the utilitarian category: it does something useful. Personal injury lawyers seem to have a preponderance of this kind of app, of the "what to do in case of accident" variety. There are places to fill in information about the other parties, witnesses, insurance information, and also some pointers on what to do.
This sounds good but think about it: when you're in an accident, nervous, waiting for the police or ambulance or tow truck, will you really want to launch an app and start typing with your thumbs?
Some of these apps have audio recorders, but still, in the heat of the moment, most people aren't going to use it.
"Ah, but the point isn't that they use it, it's that they have it so that when they get home, they'll remember they have it, look through it, and call us."
This is true, but you don't need an app for that. An old fashioned booklet in the glove box will accomplish the same thing. A booklet is a lot cheaper (free if the client prints it themselves from your pdf) and a booklet is something people might actually use.
Another form of utilitarian app is one that contains information. It might be a summary of bankruptcy laws, divorce options, or tips for protecting your small business. If a prospective client is browsing through the app store and sees an app that promises to inform him about something that's currently on his mind, this could get his attention. The big question is, "will he see it?"
When an app is released, it appears in the list of new apps for a few days, and then it's no longer "new". Unless an app is extremely popular, very unlikely for a law firm app., the odds are that nobody will ever see it again in the app store.
What good is an app that nobody knows about?
It will be up to you to promote your app via your web site, newsletter, and social media. If it's good, people will download it and promote it. But you can accomplish the same thing without an app. All you need to do is put your information into a report or ebook.
Can an app bring in some business? Yes, it can. But before you rush into having one made, lest you be "left behind" by your competition, remember that getting the app made is just the beginning. If you're not willing to invest in promoting the app, don't bother getting one. If you are prepared to promote your app, you might simply write a report and save yourself several thousand dollars.
Does your law firm have an app? Has it brought in any business? Please share your experiences in the comments.
Filed under Advertising, Marketing legal services, Online Marketing, Referrals, Social media marketing, Writing by 
Many lawyers say they want to start a blog or newsletter but are afraid they won't have enough to write about.
If you think your prospects don't want to read all about case law and procedure, you're right. There will always be exceptions, but most clients have their own lives and businesses to run. If they were that interested in the law, they would go to law school.
Here's a heads up: PI lawyers, nobody wants to read for the umpteeth time what to do in an accident or how to maximize the value of their case. I'm not saying this isn't important information–it is. You should write about it. Once. And link to so those who want and need this information can go read it.
So, what do you write about if not about your field of expertise?
Actually, the answer to this question is incredibly simple. And yet, not one in 10,000 lawyers does it, at least not consistently. When you hear what it is, you may just slap your forehead and have one of those "of course!" moments.
Now, I should also point out that when you do this, you will have a never-ending supply of fresh content and a huge surge in reader involvement and viral traffic. You'll have people talking about your blog and about you. Other blogs will mention your posts and link to them. Reporters may call to interview you.
Have I got your attention?
Here's the secret: don't write about the law, your services, or your cases, other than occasionally. When something interesting happens. Instead, most of the time, write about the niche market or markets you are targeting.
Did I just lose you? Well, if you don't have a target market, maybe so. If you think "anyone who gets injured as a result of someone else's negligence" is a target market, you're wrong. It's way too big. And every other PI lawyer says the same thing.
You want to target smaller sub-sets of the entire market. In a niche market, the people know each other on social media and in real life, they attend the same meetings, and read the same blogs. There is strong word of mouth in niche markets. And it's easier to identify the key people in them.
A niche market would be something like "health care professionals in Los Angeles County". Not too big, not too small. As a matter of fact, this happens to be a good target market. When a physician is seriously injured, there's usually some serious damages. But I digress.
So, you write about health care in Los Angeles. You write about who's doing what–promotions, speaking gigs, published articles. You write about trends and issues that affect this market. You champion their causes and support their charities.
You interview people who work in this niche. You read the popular blogs and comment on their posts.
So, you might write about some changes in policy at XYZ hospital. Not legal issues, necessarily. It could be anything that people want to know about.
Here's more good news: you don't have to do all the writing yourself. Other professionals who target this market will be happy to supply content. Consultants, sales people, other lawyers, accountants, hospital administrators, insurance brokers, medical supply reps–dozens of informed people with big networks of their own and they would love to provide a guest post or supply some tips or let you interview them. All you have to do is ask.
Guess what will happen? The people in your posts and those affected by this information will talk about them and share them with their colleagues and co-workers. They'll post them on Facebook and link to them on their blogs. Your blog will get noticed and so will you.
Writing a blog about your target market is one of the smartest things you could do. You're learning about this market, aren't you? Take what you learn and turn it into content.
Use your blog as a platform to stay in front of your market. You will become the attorney in this niche, the one that everyone thinks about when they think about personal injuries and the one they call when they need your services or know someone who does.
This is not rocket science. Choose a niche market and dedicate yourself to it. Learn everything you can about the market and the people in it. Subscribe to their blogs and newsletters. Attend their meetings. Become an expert in that market and then write about it.
And if something law-related occurs in that market, go ahead and write about that, too.
Filed under Blogging, Networking, Newsletters, Online Marketing, Publicity, Social media marketing, Web traffic by
Yesterday, I issued an "attorney marketing video challenge". Today, I want to show you a free and very easy to use web app that allows you to make screen capture videos. I'd seen ScreenR before and was reminded to take another look when I read a review of screenR this morning.
I created the following video a few minutes after I set up an account. I uploaded the video to my Youtube account and then embedded it in this post.
Very easy, very quick.
Even if you don't want to take the video challenge, I encourage you to set up an account and do a few practice videos. Put your web site or blog on screen, say something intelligent, and you're done.
You can download the video, post it at youtube or other video sharing sites, put it on your web site, or leave it hosted at ScreenR and post the link to your social media friends and followers.
Note, your video will be public (on the free account) so don't go too crazy in your video.
Take a look and share your comments. If you are unable to see the video, refresh your browser or you can view it here.
Filed under Marketing legal services, Online Marketing, Social media, Social media marketing, Technology, Web traffic by
Do you have a print brochure for your law practice? Most attorneys don't. They pass out their business card with the url to their web site or blog but a business card generally doesn't tell people what you do or the benefits you offer. People have to go the your web site to find out and too often they simply don't.
A brochure would help. But if you don't want to spend the time or money hiring professionals to create one, there is a simpler alternative.
Take your best and most read blog post or posts and print them. You don't need to re-set the text so it looks like a brochure, just print out the the posts as is. Add a cover sheet on your letterhead or add a screen shot of your blog's home page. Or just staple your business card to the front and you're done. Instant brochure.
No, it's not slick and polished like a "real" brochure, and that's okay, it's not a brochure, it's a reprint. In truth, your reprint is more effective than a brochure because it's not slick and it's not a sales document, it is valuable content that prospects want to read.
Hand out your reprints when you're you're speaking or networking. Put some on the table at the back of the room. Put a few copies in your new client welcome kits. Ask your referral sources to put them in their waiting rooms.
You can use this idea online, too. Gather up some of your better posts and assemble them into a PDF.
One of the easiest ways to get more traffic to your blawg is to give people a taste of what they get when they visit. This is a simple and very effective way to do that.
Filed under Blogging, Marketing legal services, Online Marketing by
The ABA is asking you to vote for your favorite law-related blog in this year's annual "blawg 100".
There are some interesting inclusions on this year's list, and some interesting omissions. Of course any list will have a bias that reflects the ethos of the organization and it's readership and the ABA is no exception. But even though The Attorney Marketing Center's blog isn't on the list (maybe next year), the list has value to me. It does for you, too.
It's important to know which blogs in your niche are the "most popular". Why? So you can study them, learn from them, and "steal" their best ideas.
The ABA lists 3,500 blawgs in it's directory, ranked by the number of readers' clicks on their profiles. Justia has at least that many with a similar ranking mechanism (and I am one of the top blawgs on their list in the legal marketing category).
Go find the blawgs in these or other directories that are the most popular in your niche and bookmark them. Study them. Learn from them. While they may not have the most traffic overall, or the most clicks, or come up first in search engines, reader popularity is an important metric, even if those readers are other lawyers and not your prospective clients.
If more lawyers were reading your blog, do you think you might get more of their referrals?
Find the top blawgs and "brief" them. What are they writing about? How long are their posts? How frequent? Study their titles (headlines), layout, and graphics. Ask yourself, "why is this blog so popular?" and then see if you can answer that question.
But don't stop there. Reach out to the top bloggers in your niche and build a relationship with them. Add comments on their posts, link to them on your blog, and share their posts through social media.
Let them know who you are and that you appreciate their good work. Ask to interview them. Offer them a guest post on your blog. Offer to write one for theirs.
Make friends with the top guys and gals in your niche and soon, you might be one of them.
Filed under Blogging, Online Marketing, Referrals by
I'm sure you read the story about the blogger in a defamation case who got hit with a $2.5 million judgment because, the judge said, she is not a journalist and was not protected by the state's shield laws.
Interesting story. Important subject.
You read the story but did you make any money with it?
Attorneys can easily leverage a story like this to get more media attention, more traffic to their web site, more prospects, more referral sources, and more clients. And I'm not talking about the attorneys who handled the case itself, I'm talking about you.
Interested? Here's all you have to do.
First, write a two or three page report summarizing defamation laws in your jurisdiction. You don't have to practice in this area to do this, Uncle Google will help you, or you can ask an attorney friend who does (and tell him about this idea so he can do it, too).
In your report, mention the case about the blogger. Offer your opinion. Include a few citations, maybe a few resources.
Now, go back to Uncle Google and ask him to give you a list of bloggers in your target market(s) who are in your state or province.
Next, contact these bloggers (a personal email will do) and tell them you wrote a report for bloggers about how they can protect themselves against lawsuits like the one in the news. Offer to send it to them, free of charge. Tell them they are welcome to send it other bloggers they know and care about. (If you know the blogger, you could just send them the report in your first email).
In one day, you can get your report into the hands of dozens of people who every day write and influence the people you are targeting for your services. You have provided value to the blogger on a personal level, and asked nothing in return.
Where can this lead? Interviews, hosted webinars for their readers, guest posts, referrals, introductions, you name it.
It doesn't matter if you don't practice tort law. If you do, that's an added benefit, but the point of this effort isn't to show these bloggers you can help them in this particular area of the law, it's to meet them.
Now, what else could you do with your report? Here are a few ideas:
- Send it to local media with a cover letter letting them know you are available for interviews.
- Call or email your clients and contacts: Who do you know in (your area) who writes a blog? Tell them you have a report that can help them.
- Offer it through social media; post a video on youtube, opining on the story and linking to your report; offer it via forums, chat groups, listserves, and other areas where bloggers and people who know bloggers congregate.
- Contact local blogger groups, business groups (anyone who has a blog), and offer a lunch talk.
- Write about it on your blog or in your newsletter.
- Take out ads and offer the report, as a "public service".
- Send it to lawyers in your practice area in states or provinces where you don't practice. Tell them what you're doing with the report in your area, invite them to do the same in theirs. (If you have to ask how this could help you, forget about this idea.)
- Do a presentation at your bar group's next function on how you used a news story to market your services.
You get the idea.
Oh, and you don't need a news story to do this, you can write about anything that affects people in your target market or they people who influence them.
It's about providing value in a leveraged way. It's simple and it works. And if your report goes viral, it could help you take a quantum leap in the growth of your practice.
Prospective clients visit an attorney's web site to get information. They want to know what you can do for them and how they will be better off as a result. If you've done a good job with your web site, they will learn enough to either make a decision to hire you or to take the next step, e.g., call for an appointment, opt into your list, or contact you with questions.
Often, visitors have questions but don't contact you for answers. They may be intimidated by speaking to an attorney or afraid you will pressure them. A page of frequently asked questions and, of course, your cogent answers, can get more visitors to take the next step.
A FAQ page also allows you to sell yourself without appearing to do so because you're "just answering questions". Your answers can demonstrate your experience, your patience, and your personality. They can show that you are thorough and professional and give readers a sense of what it would be like working with you. Ultimately, they can show why the reader should choose you instead of any other attorney.
I encourage you to create a FAQ page for your web site. Alternatively, you can incorporate FAQ's into your "About" page. Your FAQ's can also be used in a brochure or handout.
Ask your staff to help you brainstorm. What do prospects and new clients always ask you? What do you think they would want to know but may not ask?
I recommend starting with the following:
- Practice areas (by name, i.e., estate planning, and features (documents you prepare), and benefits (what happens when you do it, what they get, i.e., protect their family, help them make better decisions)
- Legal/procedure (what are my rights, what are my options, what are the risks, what's the first step?)
- Why you/your firm (why you are different, better)
- General (office hours, directions, parking, appointments, payment options)
- First appointment (what to bring, what will happen, what is expected of them, what they get from you)
Add a call to action to your FAQ page, directing the visitor to "Call for an Appointment" or "Subscribe to Our Newsletter".
A FAQ page is also helpful for current and former clients, as well as referrals sources. An attorney in New York may be looking for an attorney in California. Keep this in mind as you create your page.
Once your page is live on your site, ask your clients directly or via a web poll if there is anything that is unclear and if there is anything you should add. And ask your staff to make a note of any questions clients and prospects routinely ask and add these to the page.
Your FAQ page will evolve over time, and eventually could turn out to be one of your most effective marketing tools.
Filed under Online Marketing, Referrals by
So you need a web designer or a new logo. Maybe you want to build a Facebook fan page and don't know how. Or you don't have time to write articles for your newsletter or posts for your blog.
Whatever you need, someone else is available for hire.
The best way to find web designers, graphic artists, copy writers, or anyone else is, of course, through referrals. Ask someone you know and trust who they used and if they were happy with the work. If they don't know anyone, ask "Who do you know who might be able to give me a referral?" And, don't hesitate to ask me for a referral.
For technical tasks, however, don't assume that because your friend was happy with the company or individual they hired that they are the best choice. Your friend may have grossly overpaid. Or, they might have gotten lucky. Ask several people for referrals and compare. You'll learn a lot about the questions to ask, pricing, and how to work with outside talent.
The second best way to find outside talent is by using online services like www.elance.com, www.Odesk.com, or www.guru.com. These, and other services like them, match up talent with need and provide information that can smooth out the process. They also provide escrow services, to ensure that you pay only when you are satisfied.
In video below, Scott Fox shows you how this process works and offers some good tips on finding and working with outsourced talent:
[mc src="http://www.youtube.com/watch?v=THii3WL3rGg" type="youtube"]Outsourcing tips for web design and other tasks[/mc]
Have you used outsourced talent? Where do you find them? What advice can you offer for finding and hiring outsourced talent? Tell us about your experience in the comments.
Filed under Law office management, Online Marketing, Social media, Technology by
I've represented thousands of clients in my career. As far as I know, only one prospective client interviewed me and chose not to hire me. The rest I either signed up or I chose not to.
I say "as far as I know" because there may have been others who interviewed me and I wasn't aware of it. But the woman who thanked me for my time and was never seen again stands out in my mind because the experience was so unusual.
New York criminal defense lawyer, Scott Greenfield, says that in the Internet age, things are different. People read articles and blog posts that provide lists of questions a well educated consumer should ask lawyers before retaining them, and that's what they do. Questions like, "how many cases do you have," "how many have you handled in the past," and "how many have you won?" are now common.
The problem, Greenfield says, aren't the questions but the prospective client's inability to interpret the answers. Greenfield quotes Matt Brown's original post at Tempe Criminal Defense:
They want numbers about my experience, my practice, the system, and their case. It’s because numbers make an unscientific decision like hiring a lawyer seem somewhat scientific. It’s a complex decision, and the idea of boiling the process down to comparing statistics comforts some people.
Unfortunately, a little knowledge can be a bad thing. A numbers-obsessed prospective client can easily end up worse-informed than someone who doesn’t ask any questions. The problem isn’t the information, but their perspective. Information, especially numbers, can be misleading without context.
Greenfield says this is a relatively recent phenomenon, and I agree. "Rarely did people run around interviewing a dozen criminal defense lawyers whose names they found online. They sought recommendations and then acted upon them. Weeks and months weren't lost to interviews, not to mention many hours of both lawyer's and potential client's lives, in this strange new process."
Matt Brown wrote about the challenge of being interviewed by a prospective client with a list of questions:
They wanted an exact number, so I told them. At the time, the number was fourteen. I immediately realized they weren’t going to hire me.
The number startled them. They asked me how I kept them all straight. Fourteen seemed like a huge number to them. Without a frame of reference, I might as well have told them I was too busy to handle the case.
One client hears "fourteen," thinks that's a big number and that you won't have time to handle their case. The next client hears "fourteen" and thinks, "that's all; you must not be very good." This is an issue you must be prepared to deal with, but it's not a problem. It's an opportunity.
When a prospective client comes to see you, armed with a list of questions, it is an opportunity for you to educate him and give him the context they lack.
Show them what the numbers mean in the real world. Explain how attorneys work and how you are different. Tell him what he needs to know and give him credit for being intelligent enough to make the right decision. And ask him questions to find out what he wants and to make sure he understands what you are telling him.
You see, it's not his job to interpret the numbers, it's yours.
Most attorneys provide a proforma answer to these questions and cross their fingers. Some attorneys get frustrated and wish people would stop asking. Smart attorneys are not only prepared for these questions, they welcome them.
Questions from prospective clients open the door for you to demonstrate your knowledge, your experience, and your compassion. In teaching prospects what the articles do not, with patience and respect, you provide value to the prospective client that he doesn't get anywhere else. That value fosters trust and ultimately, clients hire attorneys they feel they can trust.
That's why referred clients ask so few questions. Because a friend referred them, they already trust you.
Yes, it takes effort on your part to earn that trust when a client finds you online. If you want their business, if you want them to choose you instead of the many other attorneys they find online, you need to give them a reason.
Take a few minutes to teach them what they need to know, answer their questions, and make sure they understand and are satisfied with your answers. The extra effort is worth it. Once they trust you and hire you, they will refer other clients to you and you won't have to work so hard.
Filed under Marketing legal services, Online Marketing, Referrals, Salesmanship by
Marketing legal services on Facebook, Twitter, LinkedIn, or any other social media platform, begins with your profile. This is the first thing prospective clients and referral sources see.
Here are five tips for making a good first impression:
- Your account name. Ideally, this should be your name, not your firm or practice. Social media is about people engaging with other people. You may "like" or "follow" a company or product page but you can't talk to that product, only to the people behind it. The ultimate purpose of social media marketing is to expand your "warm market," i.e., the number of people who know, like, and trust you. YOU, not your firm. Brand yourself, not your firm. Your firm can also have a page or profile, but this is not a substitute for your own personal profile.
- Your profile photo. This should be a photo of you. Not your firm logo, not a group shot, not a sunset, not your dog. People want to see who are they are friending/following/engaging with/thinking about hiring. Anything other than your photo puts distance between you and them. Use a professional looking head shot. It doesn't have to be a professional photo, but you must look "professional". No mugging. Clients don't hire clowns.
- Your bio. Don't make it all about your work, include personal references. This invites conversation. The first step in any networking conversation is the "search for commonalities," so if you like to play chess, as I do, include it in your bio. Also, your bio is not a resume. (If you're looking for a job, include a link to your resume or linkedin profile). Therefore, don't make your bio about your work history. Nor should it be an ad for your services. Talk about how you have helped clients in the past, so that prospective clients can see what you can do for them. One more thing: include your location. People hire local attorneys.
- Link to your web site and other social media accounts. Don't rely on one account, give people as many ways to read about you and engage with you as possible. Someone may find you on LinkedIn, for example, but converse with you via Twitter. Also, I just updated my Twitter profile to include a link to my web site, even though I already had it in the box Twitter provides for that purpose. The reason: when you first look at a Twitter profile you don't see the web site link until you click through to the actual profile. This post says that making this change increased the number of clicks from Twitter to her web site. Make sure to include "http://" to make the link clickable.
- Include keywords. Social media profiles show up in search results on the site itself and via search engines. Include your key words throughout your profile, so someone looking for an estate planning attorney in Tampa can find you.
Go take a look at your social media profiles. Can people find you? Are you making a good first impression?
Filed under Networking, Online Marketing, Social media, Social media marketing by
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