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Archive for the ‘Legal Marketing’ Columns

The Formal-to-Informal Rule of Lawyer Web Publishing

One of the more interesting transitions the web has brought to legal marketing communication is the greater acceptance of informal lawyer commentary. Where formal business writing and legal analysis were once considered the only output for marketing materials, the advent of blogging, and now micro-blogging (i.e. Twitter), has allowed lawyers to create more approachable online personas and to simplify legal writing in a way that appeals to a wider demographic of readers.

This trend of informal communication, while liberating in many respects, doesn’t come without a few pitfalls. One that has become more evident recently, occurs with the automated routing . . . [more]

Posted in: Legal Marketing

It’s Not the Tool! It’s YOU!

I sometimes get asked silly questions like “which social network is the best?” or “which is better for law firms, content marketing or email newsletters?”

I find these questions silly, not because lawyers shouldn’t make value judgments on where to invest their time and money, but rather, that questions like these can inspire thinking in exclusionary terms. That one web tactic or service is vastly superior to its competitors, or that personal experimentation should be abandoned. Here’s the simple truth: it can’t.

Most law firms wouldn’t purchase a software package without a trial test period, and by the same . . . [more]

Posted in: Legal Marketing


SEO for Law Firms: Why Adwords Is Not the Solution

Paid search advertising programs, like Google Adwords, allow for the placement of text-based ads next to the ‘natural’ search results, and can provide access to the desired audiences that many law firms seek. But what do they actually deliver? Are these ads effective for attracting clients? How much web traffic will they bring? Is it better to offer a paid ad or to show up in the natural search results? While paid search marketing has its place, and has generated billions in revenue for Google, this is also a form of advertising I advise clients marketing legal services to stay . . . [more]

Posted in: Legal Marketing

Yahoo Pipes Tutorial for Feed Mixing

Yahoo Pipes is a tool that we’ve covered a few times here on Slaw. And having fielded a few questions myself on its use for RSS feed mixing, I thought it might be nice to demonstrate how simple the process is with a tutorial.

What you’ll find below is pretty granular in detail, with way too many screen captures. But if you like the KISS principle (a.k.a. Keep It Simple for Steve), a little hand-holding never hurts. So… go over to Yahoo Pipes, create an account, click on the big blue Create A Pipe, and let’s get . . . [more]

Posted in: Legal Marketing

Ethics & Legal Web Marketing – Never Lower Your Standards!

The Internet is getting big and ugly. While our personal experience is still what we make of it, web-culture is seldom more than a reflection of our greater society. We take the good along with the bad; unfortunately, when it comes to web marketing, things don’t appear to be shaping up much different.

How bad is it? I recently came across this April 9th post by Steve Rubel that drives the point home: “94% of all email is spam, 64% of all English language blogs are splogs, and click fraud for sponsored links rose by 15% last year alone. Can . . . [more]

Posted in: Legal Marketing

Closed Networks & the Problem With Facebook

This month’s edition of Web Law Connected could be seen as a bit of a rant, but the honest intent here is to explore the underlying marketing value offered to lawyers by what has become the 800-pound gorilla of social networks – Facebook.

It’s difficult to refute the fact that Facebook is the fastest growing entity on the web today, and the adoption rate within the legal community has been no different than that of any other group within the Facebook walls – it’s expanding, and fast. While some law firms are guarding business productivity by blocking access, we’ve also . . . [more]

Posted in: Legal Marketing

Top Five Digital Landmines for Lawyers

There are a number of situations where a lawyer’s personal brand can take a hit on the modern web. From an unfavourable newspaper story being permanently codified within the paper’s archives, to casual web participation showing up in the search engines for a lawyer’s name. Reputation management has quickly become a very important consideration to how professionals choose to participate online. And since almost all content eventually hits Google, lawyers are now faced with the ongoing challenge to monitor (and mold) what clients and potential clients can see about them.

The intent of this piece is not to scare, but . . . [more]

Posted in: Legal Marketing

Thought Leadership – a Long Term Investment

The selling of ‘expertise’ has always been a crucial element to legal marketing. Why else would lawyers with heavy billable targets take months of their valuable time to write a book? Expertise, even more than having years of experience, is an important measure of qualification, and a tool used to grade the modern professional. So the question presents itself: does an Expert rise from the ranks and develop out of peer acknowledgment? -OR – is an Expert a created entity carefully crafted by profile building and marketing? It is my contention that the answer is likely found in that ‘grey . . . [more]

Posted in: Legal Marketing