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It’s 5:30 on a Friday afternoon. You’re at your desk looking back on a busy and reasonably successful work week. You ask yourself, “Did I post on social media this week? How often? Was that enough? Too much?” You want to post enough material to keep your readers informed but not so much they delete before reading. Recent research shows that while the frequency of postings varies with the medium, users aren’t putting stuff out as often as they think. Blog: The workhorse of your website, a blog is a great way to establish your expertise in your practice area, and it’s worth the time you spend to write it. Blogs can be shared on social media and ...
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To practice law, you need clients; to get clients, you must market. The best marketing plan focuses on activities you do well, can accomplish consistently, and are aimed at your target audience. This list has some ideas to help you generate new business. Newsletter —A newsletter can be published quarterly in print or online. News from the firm helps keep current and future clients informed. Remember to send it to professional groups on your list; they can help refer clients to you. Business Cards —Use the front of the card for contact information and the back for practice areas with a matte finish so notes can be added later. Holiday & ...
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A consumer looking for a lawyer often starts by consulting with friends and relatives. Armed with the names of lawyers, they often turn to the internet to find more information. It is likely that after reading lawyer profiles and checking on years of experience and past case results, that consumers will read the user reviews. Although we know reviews are a vital part of the decision-making process, many lawyers don’t ask for them. The law is a service business and while clients may not read your well-written briefs, they do know that you’ve helped them resolve their legal problem. And that is why consumers read reviews—they want to know that your ...
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“A webinar? You want to offer a webinar to prospective clients?” Linda Lawyer said to her brother and partner, Lance. “What is a webinar and why should we do one?” A webinar is like a seminar except the host and participants connect via their computers. Webinars are facilitated through third-party services such as GoToWebinar, Zoom, Webinar Jam, or Live Storm. Participants view a PowerPoint-like slideshow while listening to the presentation, and can ask questions via a question-and-answer window. Webinars can be recorded for playback at a later time. Webinars help establish lawyers as authorities in their areas of expertise. Lawyers answer innumerable ...
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Yes, this is the year for you to write a book about issues that occur in your practice. You’ve thought about it for a while and now is the time. Why write a book? There are several good reasons to write a book. First , a book establishes you as an authority in your field. Second , a book introduces your clients and potential clients to the basic issues involved in their situation so they'll have a better understanding of their case when they come to you. Finally , it is a tangible item clients can take home and refer to periodically. It places your name and contact information in their hands. How to Put a Book Together Your book ...
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“Who is our target audience? What type of client are we trying to reach, and where do we find them?” asked Lance Lawyer to the staff and lawyers of L & L Law Firm. Today’s topic was improving their marketing by creating a demographic profile for the firm’s elder law practice audience. They wanted to make sure they were sending the right message to prospective clients. Their first step , like yours, is to realize that you have a specific target audience . When you decided to practice in a particular area of the law, part of that decision was based on the type of client you wished to attract. For example, an elder law practice could have two ...
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The State Bar of Michigan provides several services to its members and opportunities to volunteer. However, there are many other local and specialty bar associations within Michigan. What are they and what do they provide? First, local bar associations serve lawyer members in specific cities, counties, and regions. Many provide practice benefits including: Substantive information on practice trends Affordable continuing legal education through its practice sections Fostering relationships among members Referral services for the public Mentoring—both as a mentor and mentee Cultivating camaraderie and professional respect Successful ...
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The law has a rich history of words that lawyers like to use but few outside the industry understand. The internet also has special words, many borrowed from other fields or invented by users. Understanding that language will help you communicate with those raised with electronic devices and your marketing director. When you start your day, you boot up your computer. The term is a shortening of the word "bootstrapping," which early computer scientists in the 1950’s used to refer to the start-up process. They thought of it as the computer pulling itself up by the bootstraps. To access the internet, you use an internet service provider , which ...
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When Walter has a legal problem, his first reaction will be to turn to the internet. At this point he is not looking for a lawyer, he is just looking for information. He might ask, “What is personal injury?” or “What is a power of attorney?” Providing content that answers his questions helps you connect with him early in his search. To be sure that you are on target with your content marketing you need a publishing strategy. A well-developed law firm publishing strategy improves the firm’s profile and supports business development. The reason to publish great content is to increase business, so make sure your publishing strategy fits and furthers ...
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The oldest and most reliable form of generating leads for lawyers come from referrals. It is probable that your first client came to you through a referral, who, in turn, referred the second client, and so forth. A 2017 Clio study found that 62% of people find attorneys through family or friend referrals. How can you increase your referrals? Do good work . The best referrals come from satisfied clients, and doing good work for those clients is the best way to get those referrals. Clients notice the little things like being on time, listening to what they have to say, and explaining concepts in a way they will understand, even when they don’t ...
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Consumers looking for legal services have several options. They can ask friends and family for referrals, search the internet, or use a lawyer referral service (LRS). While consumers are increasingly turning to the internet as their primary source to find and vet attorneys, there are many who prefer to talk to a lawyer referral service to find an attorney for their particular legal need. Most LRSs are community based services that help consumers find a qualified lawyer while providing lawyers with a way to enhance their practice. The State Bar of Michigan (SBM) and several local bar associations sponsor LRSs. Lawyer Referral Service of the State ...
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While lawyers and law firms do not have Black Friday sales on contracts or wills, there are techniques you can use to retain clientele. The practice of law is both a service and legal business. Looking at both of these aspects can help you find ways to retain clients. The Legal Business Do great work and be a leader in your area of practice. Your legal work should demonstrate a good understanding of issues and satisfy your client, even if the result was not quite the one desired. Plan for an imperfect outcome—there are two sides to every legal issue, so a frank discussion of both sides and the merits of each case will prepare your client ...
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“Are you ready?” Lance Lawyer asked his sister, Linda.  “I have to be there early to help set up.” Linda sighed, “I’ve been talking all day. I don’t have any words left.” “You’ll be fine. You like these events and you said you want to meet the new probate judge,” Lance said as they headed to a bar association networking event. Lance was right. Linda was the type who enjoyed face-to-face networking, while Lance was more comfortable when he had a task to perform. Both, however, realized the importance of attending networking opportunities. Why You Need to Network In Person Lawyers, like most humans, are social beings. Despite all your internet ...
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Last month in the December 8 column , I suggested you use Google Analytics to assess how well your website is performing. After just a few clicks, you should be able to determine how many people visit your website, who they were, what action they took, and how long they stayed. One key statistic to look for is the bounce rate , which tells you the percentage of people leaving your site after just one page. If your bounce rate, for example, is 75%, it means that ¾ths of your visitors left after one page. A bounce rate of 50% or less is good. Another useful statistic is pages visited per session, which measures how many pages visitors navigate ...
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The "About Us" or "Profile" page is the second most visited page on your website. Potential clients find the home page and then click on your profile to learn more about you. Often, these readers are under the stress of a legal problem so they want and need to connect with someone who can help. Therefore, your profile page as the place where they can learn about you and your practice, is a significant part of their decision making process. Because your profile page is so important, it is vital that you review and update it every three to four months. Here are some items to consider. Your name, title, and contact info: This information should ...
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Niche Market: a focused, targetable portion of a market. It is a narrowly defined group of potential customers who have specific needs. A law firm that focuses on a niche is addressing a need for a service not being addressed by mainstream providers.  Lawyers, like other professionals, can no longer be generalists. Because the law is too complex for you to be all things to all clients, it is necessary to select an area of practice that suits you and your firm. Once that decision is made, your marketing should be selective—aimed at your niche market. A niche market is a target market that can be classified by demographics such as age, ...
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In part one of Your 2018 Marketing Plan you set the goals and purposes of the plan. In part two we’ll look at some elements you must establish to accomplish those goals. Networking Generally, referrals are the primary source of new business for law firms. People who know and trust the firm will refer friends or business acquaintances to you when there is a service they need. To generate new referrals, you can be active in both legal and business professional organizations, teach continuing legal education courses, go to networking events, or take clients or colleagues to lunch. Simply letting others know who you are and what you do will ...
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“Why do we need a marketing plan?” associate Jennifer asked at the L & L Law monthly business meeting. “We are bringing in lots of business.” “True,” said Lance Lawyer, “but without a plan for 2018 we might slack off, waste time, and lose some new customers.” Lance is right. A marketing plan that considers the firm’s purpose, goals, and results of past efforts and describes how to reach future goals will help spur growth in 2018. It need not be a 30-page document—one or two pages clearly outlining the goals, practices, and tactics of your marketing plan will do. Benefits of a Written Marketing Plan A written plan helps you ...
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It’s December and the year is coming to a close. You’re beginning to think about 2018, but before you start planning for the new year, take some time to look back at how your internet marketing efforts performed. Perhaps you revised your website and have been reasonably posting new content to your blog, but the feedback has been restricted to casual comments from clients or colleagues. You need to take some time to jump into the world of Google Analytics , a free and useful tool that can give you answers to questions such as: How many people visit my website? Who are my readers? Do they take action or convert? How long do they ...
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“As a member of a learned profession, a lawyer should cultivate knowledge of the law beyond its use for clients, employ that knowledge in reform of the law and work to strengthen legal education.”—Preamble to the Michigan Rules of Professional Conduct Dan Abrams, chief legal affairs anchor for ABC News, was working to strengthen legal education as he explained the concept of the statute of limitations. Reporters at the table asked questions, and he did his best to give concise, understandable answers. When reporters come to you for information, they want a clear, succinct discussion of a legal question that adds information to their story. ...
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