[MARKETINGNEWS] Lawyer Marketing: Tips and Quips for Marketing Your Practice

From: FindLaw.com [listadmin@LEGALMINDS.ORG]
Sent: Tuesday, December 03, 2002 5:53 PM
To: MARKETINGNEWS@LEGALMINDS.ORG
Subject: [MARKETINGNEWS] Lawyer Marketing: Tips and Quips for Marketing Your Practice - December 2002

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FindLaw's LAWYER MARKETING NEWS
Marketing for the Legal Sector in the 21st Century
http://marketing.findlaw.com
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December 2002
Issue # 27

IN THIS ISSUE:

* WELCOME!
DECEMBER FOCUS: ONLINE CLIENT DEVELOPMENT

* ARTICLES
    Take a Look At Yourself Through Your Client's Eyes
    Why Budget for Search Engine Marketing?
    Twelve Great Marketing Ideas to Grow Your Law Practice Using a
      Web Site
    Internet Advertising Trends for Law Firms

* GOOD BOOKS
The Lawyer's Guide to Marketing On The Internet (2ed)

* MARKETING COLUMNISTS
    David's Top Ten: Ten Ways to Protect Your Marketing Intellectual
      Property
    Marketing Secrets of a Powerful Web Site

* WEB SITES THAT WORK
Using the Web Like A Rifle Shot

* EVENTS

* FINDLAW FEATURES
    FindLaw Gear
    FindLaw Class Action
    FindLaw FirmSites
    FindLaw Content

* SUBSCRIPTION INFORMATION

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WELCOME! DECEMBER FOCUS: ONLINE CLIENT DEVELOPMENT
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The question is not whether or not to have an online presence, it is
how to use the Web effectively to attract and retain clients. There are
billions of web pages competing for attention. Online client
development involves much more than merely establishing a web presence.

Law firms need to actively manage their Web sites to reach their target
audience. That includes understanding the target audience as web users,
as well as purchasers of legal services; developing content that is
meaningful to the target audience; reaching the audience by showing up
in search results; updating attorney profiles and directory listings;
creating a design that presents the firm in a manner that is appealing
to the audience and Web friendly; the list goes on and on.

The standards and benchmarks for excellence change quickly in the
online world. FindLaw's goal is to help you stay ahead of the curve.
The articles selected for the December LMN are intended to establish a
baseline for future discussions about online client development.

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ARTICLES
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TAKE A LOOK AT YOURSELF THROUGH YOUR CLIENT'S EYES
By Tony Darata

Ultimately, your web site is a marketing tool used to attract and
retain clients. An article by West NetSolutions Consultant, Tony
Darata, discusses the key attributes of web sites designed with the
target audience - your clients - in mind. He reminds us that the
difference between a great site and a bland site isn't necessarily
about dollars, but the commitment to provide your clients with valuable
information.

http://practice.findlaw.com/archives/internet_1102.html
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WHY BUDGET FOR SERACH ENGINE MARKETING?
By Paul J. Bruemmer, CEO, Web Ignite

Many marketers are in the dark about marketing budgets and particularly
about search engine marketing (SEM) allocations. In fact, CyberAtlas
reported last fall that 58 percent of the marketers surveyed allocated
less than 1 percent of their annual marketing budgets to SEM, while 20
percent allocated 25 percent or more. In this same study, 62 percent of
marketers reported receiving 50 to 75 percent of their visitors from
search engines. So we know traffic comes from search engines. We also
know this is qualified traffic because user searches are purposeful and
self-directed. So it's hard to understand why online marketers aren't
budgeting to take advantage of this targeted marketing strategy.

http://www.firmmarketingcenter.com/FSL5CS/traffic/traffic99.asp
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TWELVE GREAT MARKETING IDEAS TO GROW YOUR LAW PRACTICE USING A WEB SITE
By Barbara Leff, J.D.

Remember always that your web site is first and foremost a marketing
tool. Integrate your web site with your firm's over-all marketing and
business plans.

http://marketing.lp.findlaw.com/articles/leff1.html
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INTERNET ADVERTISING TRENDS FOR LAW FIRMS
By David J. Berkowitz, Esq.

The nature of legal marketing demands content-rich, unobtrusive
offerings for prospective clients. A content-rich, well developed,
keyword-specific site and using pay per click keywords will provide
excellent benefits for your clients and prospective clients and allow
your firm to build on its future marketing efforts on the Internet.
Remember: CONTENT IS KING

[Copy and paste link into browser]
http://www.legalmarketing.org/publications/publication.asp?publication_type=2&publication_id=206

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GOOD BOOKS
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THE LAWYER'S GUIDE TO MARKETING ON THE INTERNET (2ED)
By Gregory H. Siskind, Deborah McMurray, and Richard P. Klau

The original editor of FindLaw Legal Marketing News, Michael Goldblatt,
will publish a full review and critique of the book in the March 2003
issue of Law Practice Management. He provides the following synopsis:
The ABA's Law Practice Management Section has published a second
edition of its popular guide to Internet marketing. The book has been
thoroughly re-written and updated with new technologies and techniques.
Learn how to create or improve firm web sites, e-newsletters, and
online seminars. Educate yourself and your staff about e-mail etiquette
and new marketing methods like weblogs and extranets.

Learn more or order the book at the ABA web site: [Copy and paste link
into browser]
http://www.abanet.org/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10001&storeId=10251&productId=-17880&categoryId=-3708

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MARKETING COLUMNISTS
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DAVID'S TOP TEN: TEN WAYS TO PROTECT YOUR MARKETING INTELLECTUAL
PROPERTY
By David Rodnitzky

During World War II, the government created a poster that showed a man
swimming for his life as a boat sank behind him. The caption read: "A
slip of the lip can sink a ship." The moral: don't tell government
secrets, you could endanger soldiers' lives.

http://library.lp.findlaw.com/articles/file/consultants/dr/dr000004
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MARKETING SECRETS OF A POWERFUL WEB SITE
By Trey Ryder

Secret #1: Your web site should contain information that achieves the
five essential elements for marketing success: Credibility.
Differences. Interaction. Commitment. Loyalty.

http://library.lp.findlaw.com/articles/file/consultants/tr/tr000005

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WEB SITES THAT WORK: Small Firm Attraction
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USING THE WEB LIKE A RIFLE SHOT
by Larry Bodine for the FindLaw Firm Marketing Center, November 2002

Check out a great article about legal web sites that excel at focusing
on a specific audience. Larry Bodine likens the sites to a rifle shot.
Hmmm? The article highlights several firms that hit the mark.

[Copy and paste link into browser]
http://www.firmmarketingcenter.com/FSL5CS/in%20larrys%20corner/in%20larrys%20corner140.asp

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UPCOMING EVENTS
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FindLaw: Continuing Legal Education
http://www.findlaw.com/07cle/index.html

ALA Calendar of Events
http://www.alanet.org/calendar/index.html

LEGAL MARKETING ASSOCIATION
2002 Fall Symposium: Strategic Planning: Moving into the Trenches
December 5, 2002; Los Angeles, CA
Details Available At:
www.legalmarketing.org/conferences/conference.asp?event_ID=77

LMA Conference Calendar -- http://www.legalmarketing.org/confernces
LMA for Chicago Programs -- http://www.chicagolma.org/calendar.asp
LMA for New York City Programs -- http://www.nylma.org/calendar.asp
LMA for San Francisco Programs -- http://www.lmasfbay.org/"

The Law Firm Chief Marketing Officer Forum, December 10 - 11, 2002
Details Available At: www.northstarconferences.com/lawmarketing

Association of Legal Administrators
http://www.alasf.org/calen/dec.htm

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FINDLAW CLASS ACTION CENTER

The FindLaw Class Action and Mass Torts Center is a one-stop resource
for lawyers and members of the public involved in large-scale
litigation. Current categories include: Asbestos, Baycol, Baxter
Dialyzers, Celebrex, Fen-Phen, PPA, Propulsid, Rezulin, St. Gobain,
Sulzer Hip Implants, and Vioxx. Marketing your firm on the FindLaw
Class Action and Mass Torts Center is a great way to let potential
class action members know about your firm.

http://classaction.findlaw.com
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FINDLAW FIRMSITES - LEGAL MARKET CENTER - YOU WILL FIND IT HERE

West Group has helped thousands of law firms establish and maximize the
effectiveness of their Web presence. FindLaw FirmSites are web sites
that tie together effective design, content that tells the unique story
of your firm and traffic from qualified prospects. FirmSites get
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http://products.findlaw.com/firmsite/
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ADD VALUABLE CONTENT

Your firm's Web site will serve as an effective marketing tool that
attracts clients and referral sources if it delivers interesting,
relevant information. The founding principle of the Internet that
'content is king' continues to hold true. Delivering current, relevant
Web content is the key to differentiating your Web site from the
competition, drawing Internet traffic and maintaining client's interest
in your site. Learn how FindLaw can help you stay on the throne!

http://products.findlaw.com/firmsite/content.html

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