LegalMatch Marketing for Attorneys

5 Mistakes Lawyers Make When Marketing

Mistake #1: Thinking One Size Fits All

Marketing is essential to any law practice. But no single marketing strategy is best for all lawyers. Search Engine Optimization or pay-per click campaigns may benefit a trusts and estates lawyer serving. But for a general practitioner, optimizing search may only bring a flood of tire kickers.

Random marketing campaigns are rarely successful. To achieve the greatest return on investment of time and resources, an effective marketing strategy should identify the target market and integrate your personality traits.

Mistake #2: Not Having a Consistent Online Presence

As a lawyer, a remarkable reputation is one of the most valuable assets to have. While lawyers carefully cultivate offline reputations, they often do not give the same level of attention to their online reputations.

Whether online marketing is part of your strategy or not, you almost certainly have an online reputation. Many websites automatically aggregate information about you from public sources, including your education, firm, practice areas, and experience, packaging it into a searchable profile. This information may be inaccurate, incomplete, or out of date.

Whether potential clients find you through online marketing, the Yellow Pages, or through an offline referral, most will take the time to Google your name or your firm before contacting you. Taking the time to create a law firm website, keeping your bio up to date, and making sure information on other websites is accurate will help confirm the image you have crafted offline is reflected online.

Mistake #3: “Networking” Without Building a Network

Most lawyers will say their best cases come from referrals. Recognizing the value of a referral network, many lawyers attend “networking” events; bar functions, or cocktail parties, only to leave without having made any meaningful connections.

Building a productive referral network involves forming relationships built on trust and mutual respect. These relationships are usually formed naturally, without the expectation that they will result in new business.

Some of the best ways to start building a network is to simply become involved in activities that bring you in contact with different people. This can include joining an amateur Shakespeare troupe or coaching your son’s soccer team. Choose activities that would be meaningful even if they never generate business.

Mistake #4: Using Social Media to Advertise

Done well, social media can be a platform for building your firm’s brand, reputation, and industry recognition. But social media is not a traditional advertising medium. Lawyers should avoid sending weekly Twitter blasts along the lines of: “Injured…lost your job? We’ll fight for you!”

Traditional advertising is a one-way communication: A Ford television ad shows it’s newest family sedan and boasts about its fuel economy and high safety rating. But social media is not a one-way medium like television. It is a platform for exchanging and sharing information, ideas, and experiences. Trying to shoehorn an advertisement into a social media post risks alienating your intended audience.

Social media is not for everyone. Creating social media content requires time and long-term commitment. But if you enjoy writing, then blogging about a legal issue that interests you can demonstrate your knowledge and passion for your practice area. If you are a voracious consumer of Internet content, using Twitter to share links or make witty observations about a recent news story or court decision can help shape your brand.

Mistake #5: Not Recognizing Clients as Referral Sources

Happy clients are proud of their lawyers and will recommend your services to their friends and family, effectively merging their networks with your own.

Many attorneys, not recognizing their clients’ potential as referral sources, may work hard to get clients, but then fail to deliver quality services. They may be late returning phone calls and emails, go to court unprepared, or not take the time to listen to and address their clients’ principal concerns. These actions will ensure an existing client will not act as a future referral source.

By honoring your legal skills, delivering above and beyond your clients’ expectations, and keeping in touch with your clients after the conclusion of your representation, you can tap into a steady stream of new business. 

How Can LegalMatch’s Marketing Services Help?

To date, more than 3 million cases have been posted at LegalMatch. By becoming a member attorney at LegalMatch, you can immediately receive access to the cases posted in your local region and in your preferred area of law.

Become a member with LegalMatch today by visiting www.legalmatch.com/attorneys. You can also contact us directly by calling (866) 953-4259.

LegalMatch is a member of the Better Business Bureau. For our latest updates, connect with us on LinkedIn. 

Workspace Solutions

When starting out on your own as a solo practitioner or contract attorney, you will likely give some thought to your workspace. There are several services and websites that can help you find the perfect workspace solution.

The Virtual Office

A virtual office is a great solution for attorneys who do not need to work in an office space every day, but want the amenities of having an established law office. Virtual office services usually operate on a subscription plan and offer address and mail services (rather than a P.O. Box address). They also include a dedicated telephone number with transferring services. Many services also offer the ability to book conference rooms or private offices when you need them.

• ServCorp’s Virtual Office offers packages in major cities across the U.S. Subscribers are able to book rooms and offices across the world, and benefit from an address in desirable locations across the country. ServCorp also offers a dedicated team for subscribers, rather than a call center structure.
• Intelligent Office also offers virtual office services at locations across the country. Packages include flexible meeting and office space rental, secure address and virtual assistant to answer your calls. Intelligent Office states that clients pay only for the services they need.
• Regus offers virtual office services at an extensive list of desirable addresses around the world. There are several plans to choose from. The most basic plan includes basic mail services and a receptionist. The most expensive includes a private office 5 days a week and access to a network of business lounges.

The On-Demand Office or Meeting Room

Some new websites are offering a way to search for and rent an office or meeting space by the hour, day, or even month. Rooms are often extra, unused space in an existing office.

• ShareDesk allows offices to rent out free desks, offices, or meeting rooms by the hour, day, and sometimes month. A search provides locations for rent with a description of the workspace, a photo, and the rate. Locations are available worldwide.
• LiquidSpace offers desks, offices, and meeting rooms for rent by the day or the hour across the United States. They also offer the ability to book workspace at Marriott locations nationwide.

Shared Office Space

If you are looking for a permanent workspace away from home, subleasing an extra office from an existing law practice or sharing office space can be a convenient solution. Attorneys often share the costs of overhead in a shared space, but maintain a permanent and professional workspace. Online classifieds, including local legal publications, often list spaces for lease. Additionally, sites such as Looking For Space and LawSpaceMatch offer classified services for shared office spaces.

In addition to the options above, check with your local libraries (including law libraries) that may offer free or low cost meeting spaces for patrons. Some municipalities also allow professionals to reserve meeting rooms. 

Smart Phone Apps for Attorneys

Many attorneys are moving towards a paperless office in the modern era of technology. Several apps make working away from the office more convenient.

Legal Research

• WestlawNext: WestlawNext offers a free app on Android and iOS to ensure available research information on the go.
• Lexis Advance: Lexis subscribers can take full advantage of the service with this free app available on the iPad and iPhone. 
• FastCase: FastCase offers a free app on iOS and Android providing access to federal and state case law and statutes. Additionally, the app allows users to create an account and save searches for future reference.

Productivity

• Adobe Reader: Adobe Reader provides several useful functions for tablet users. The app allows users to add text boxes to forms, add a signature, and email the completed PDF.
• Documents To Go: Available for iOS, Android, and Blackberry devices, this app allows users to view and edit Microsoft Office files. The app will also sync with cloud services including Dropbox and Google Drive. The app is available for purchase at a basic and premium level, which includes PowerPoint editing.
• Dropbox: One of the most popular cloud services, Dropbox allows users to store and access files across their devices in the cloud. Dropbox offers both a basic level with limited storage for free, and monthly plans with enhanced security and storage.
• LogMeIn: This app allows access into your PC or Mac from an iOS or Android device. There are different services available, with varied functionality depending on how you need to use the app.  

Case Management

• TrialPad: This app, designed with trial attorneys in mind, allows attorneys to save and organize various documents, including pictures, videos, and PDF files by case. The app will import documents from cloud services and email, and allows case files to be shared with other TrialPad users.
• iTimeKeep: This app, available for Android and iOS, lets you keep track of time and billing on the go and integrates several popular billing programs including ProLaw and Amicus. The app itself is free, however, the cost to use it varies based on usage.
• TimeMaster + Billing: This low cost app for iOS allows for billing and time keeping while away from the office. While it does not sync with billing software, it does sync across devices.

 

Is My Fax Machine Obsolete?

Fifteen years ago, fax machines were quintessential in sending copies of printed materials over the telephone system. It was quick, easy, and secure. Technology has advanced tremendously since the invention of the fax machine in 1846. The same documents can be sent over the Internet. So why would anyone still keep a bulky fax machine?

The benefit of using a fax machine is that their data transmissions are secure and free from foul play. The sender does not need to worry about confidential data being intercepted by third parties who are hacking into their systems. However, email can provide almost the same level of security. Confidential data can even be encrypted before it is sent.

Another reason is that some people or federal agencies require certain documents to be faxed. But that does not mean a fax machine is necessary. On the market, there are a lot of email-to-fax services (such as hellofax.com). For a low monthly subscription, you can fax documents by sending an email and receive all of your faxes in your email inbox. And if you seldom use fax, there are free options available (such as faxzero.com). They are simple to use and are even cheaper than a fax machine.

Depending on how technologically advanced you are and the amount of data security you need, a fax machine may still be appropriate. If your recipients are able to use encryption software, then sending documents over email is very secure. If you are not too worried about potential data breaches, the security features from email-to-fax services may be enough.

Low Cost Research Tools

While LexisNexis and Westlaw offer a wide array of primary and secondary resources, they can be costly for small firms and solo practitioners. The good news is there are several low cost and free alternatives available. 

• § Google Scholar: Google Scholar offers free access to federal and state case law. You can also search for scholarly articles, although not all of these are available for free. Google Scholar also has a patent search and allows users with a Google account to save cases and articles.  
• § Casemaker: Casemaker provides subscribers with federal case law, state case law and statutes information. Extra tools such as tracking time by client, folders to save research, and the ability to save notes are provided. Casemaker also has a service that indicates if a law is legitimate. Additionally, some state and local bar associations offer free or discounted access to their members. 
• § Fastcase: Fastcase offers a database similar to LexisNexis and Westlaw that includes primary law at the state and federal level, including PACER. It also offers the flexibility of a monthly or yearly plan. This database also features citation analysis and visual search tools. 
• § LoislawConnect by Wolters Kluwer: LoislawConnect offers several flexible subscription plans that can be customized to provide information on federal and state primary law. LoislawConnect also offers add-ons such as forms and treatises. Additionally, GlobalCite allows you to search materials that cite the law you are looking at. The ability to save searches and track time also enhance the search.
• § Practical Law Company: Practical Law Company offers secondary materials such as documents, checklists, and overviews of law categories to guide attorneys. Practical Law also offers international resources.

In addition to the alternatives above, consider obtaining a law library membership, which may include database access. Also check with your state and local bar associations for discounted or free membership to research databases.  

Work on Word-of-Mouth

Every lawyer’s goal is to own or work for a law practice that self-sustains through word of mouth referrals. Word of mouth means no yellow page ads, no marketing budget, and automatic positive reviews.  

Typically, word of mouth clients seek your services because someone they trust has recommended your services to them. This means that trust has already been established by a mutual acquaintance. A pre-established trust means an easier, happier client, and an easier client means a contented attorney.

So how can you kick-start word of mouth referrals?

Start off by expanding your referral network. Make friends with lawyers who practice in non-competing areas of law, and set up a referral exchange with them. It may sound trivial, but once put into practice, it really works.

Take the additional measure of instructing happy clients to send their friends your way. Even if you don’t practice in the area of law they need help with, you can refer them to an attorney in your referral exchange network. And you know what? That attorney will be more likely to refer someone back to you.

Networking is one of the most viable marketing methods out there—so the sooner you put in that order of business cards, the better.

Keep Your Clients in the Loop

For most people, dealing with legal issues can be an overwhelming and stressful ordeal. As such, it is your job to make the process easier. Keep them updated, be patient, be pleasant, and let them feel that they have some measure of control over their legal situation. Your client is paying you to handle their legal matter, and she is entitled to regular updates about her case.

Give your client a call every week to keep them aware of any new case details. Even if nothing has changed, call them and remind them that you are there, you are still working hard on their case, and you have not forgotten about them. Don’t have the time? Have your secretary or paralegal do it.

Still too much of a hassle? If you don’t have time to make phone calls, a personal e-mail or letter is still better than nothing.

Act kindly, keep in touch, and we assure you-- your clients will appreciate your professionalism.

 

Cloud Computing Is the New Era for Law Firms

Cloud computing is becoming more popular everyday due to its low cost, flexibility, and mobility. The only issue with cloud data storage is the distrust in its security measures.

For solos and small firms, the price of running a server system may be extremely expensive. You have to make sure your files are backed up properly and you must fix any technical issue that may arise. With cloud computing, a minimal monthly fee is charged to store your data in a remote area. You are not responsible for the servers and will not need to pay maintenance fees if the server fails.

One of the major benefits of cloud computing is the ease of accessing and transferring data files. The files can be accessed wherever there is Internet connection. Files are both stored on your computer hard drive as well as the cloud. Moreover, no additional computer programs are needed to sync all of your devices. 

Although cloud security seems faulty, the ABA has given approval to allow attorneys to use the cloud. As long as the attorney understands how the cloud service operates, then she is not in violation of any ethical duties. Cloud computing is rising in the legal world, and is a reliable tool to keep track of records.  

 For more law practice tips, connect with us on LinkedIn or follow us on Google Plus, Twitter, or Facebook!

Unpaid Interns and Their Work Product

Currently, the U.S. Department of Labor allows attorneys to hire unpaid interns. Is there a correlation between wage and good work product? Or is it possible that employees separate their work quality from wage? Most likely, the amount an intern is paid has a direct effect on the work they produce.

The price of a paid intern starts at minimum wage. And to find a competent intern, you must spend the time recruiting and training them. If you cannot afford to pay an intern, then you may not be able to afford to train them or have enough work to give them. An intern is merely an attorney-in-training; an intern is not a person to lessen your load of work. With that said, you cannot give her a pile of work without any training and expect the intern to know what to do. The intern has a learning curve. Unless you spend the time to give the intern directions and guidance, you are wasting yours and your intern’s time.

The quality of an unpaid intern may be less than the quality of a paid intern. The pool of applicants competing for an unpaid position is much smaller. Most students cannot afford to work for free, therefore most do not bother applying to unpaid positions. More qualified students compete fiercely for paid and more lucrative positions. Moreover, some law schools such as Boalt Hall have a policy that forbids law firms from hiring students for free.

Lastly, a paid employee will be happier than an unpaid employee. The paid intern will value her work more and will do a better job. She knows her work is valuable because it is attorney work product that can be billed out to the client. And if the intern can receive compensation for hours you are billing, she will gain work satisfaction. A happy (and compensated) intern is more likely to produce quality work than an unpaid intern.  

 

 

"How LegalMatch Works for My Practice" by Charles Damian

Charles Michael Damian established his legal practice in New Jersey in 1979 and has used LegalMatch to help grow his practice since 2010. 

He writes: "There was something intriguing about LegalMatch, and their dignified and detailed approach to the advertising services for attorneys that captured my attention. ...I subscribed to the Real Estate category of LegalMatch advertising; this subscription has now expanded into several other areas of the law. This advertising has resulted in the growth of my business and diversification of my legal interests."

Marketing a legal practice is never easy and it is generally regarded as a hassle to find new clients. However, Damian shares that this has become a positive experience though his use of the LegalMatch system: "I relish the part of my business day that is devoted to responding to the new LegalMatch inquiries. There is an element of immediate personal communication between prospective clients and attorneys that is unique to the LegalMatch protocol."

To read the full review, check out "How LegalMatch Works for My Practice" by Charles Damian.