LegalMatch Marketing for Attorneys

Email Marketing for Law Firms

Which marketing channel delivers the highest return on investment (ROI)?

1. Social Media
2. Content Marketing
3. Mobile Marketing
4. PPC / Search
5. Email Marketing

It’s true. Email marketing has been cited by marketers as delivering the greatest ROI for over 8 years. If you are diving into digital marketing, email marketing needs to be a priority.

Unfortunately, most attorneys do not utilize email marketing. Well, the numbers are in, and it’s not a question of if you should be implementing an email marketing campaign into your overall marketing strategy, but when and how soon.  

The American Bar Association even published an article with its recommendations for email marketing.  They include Mail Chimp, Vertical Response, Constant Contact, and Myemma.  Reviews.com lists the top FREE email marketing services as Benchmark, Mail Chimp, and Vertical Response.

There are a number of ways you can nurture your prospective clients back into your sales funnel:  

• Curate relevant content based on the area of law they inquired about.  
• Inform prospective clients of the other various areas of law your practice handles
• Send holidays greetings
• Drip campaign: A drip campaign is a series of emails crafted to guide a prospective client to particular action. In this case, calling your office for an appointment.  

They can be sent out automatically and on a schedule. LegalMatch saves you from the complicated and time consuming task of compiling an email list. Email addresses are being provided to you on a regular basis and email marketing helps you make the most of every opportunity. Remind clients that you are happy to review a case for them or their friends or family to determine it’s a fit. Remind them of which areas of law you handle, and if it is in an area of law you do not handle, remind them to post their case on LegalMatch. Send them articles from your blog. Ask for referrals.

To make email marketing work, you have to give it time, effort and commitment. Monitor your campaigns. Track their success. Try new approaches and messages.  Convey your Value Proposition.  Do you provide excellent service? Transparent, flat fee pricing?  Cost estimates?  Convenient client friendly unbundled legal services?  Experience?  Aggressive advocacy?  Reasonable and affordable payment options?  Develop and tell your story.  LegalMatch provides you with the audience. The rest is up to you.

Authored by Cesar Gomez, LegalMatch Marketing Manager

"Legalmatch Is Good for Your Legal Practice"

"I have been a customer of Legalmatch for the better part of the last 4 years," writes attorney Daniel Shamy. he is currently based in South Florida and handles business cases involving corporate transactions, business formation, shareholder disputes, and trademark and copyright disputes. 

"I can attest that Legalmatch.com not only works, but also is a very cost effective service. Moreover, it not only works for the firm, but for those individuals seeking a lawfirm’s services."

For Mr. Shamy's full review of LegalMatch's Marketing Services, check out the article "LegalMatch Is Good for Your Legal Practice" located on his firm's website.

"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.

"LegalMatch Recommendation" - a Review by a Member Attorney of 13 Years!

David Bliven, an accomplished New York lawyer, has been a LegalMatch member attorney for 13 years!

In a recent review of LegalMatch's law practice marketing services, Bliven explained: “LegalMatch was indeed one of the very first web-based legal marketing tools I used.  …Not only do I recommend the site to potential clients with legal issues, I also recommend it to other lawyers to increase their business.”

Bliven highlights how LegalMatch's client intake form is not only thorough but also uniquely user-friendly. He liked the intake form so much, he now uses the same form for his own practice.

Check out David Bliven's full review of LegalMatch's law practice marketing services. 

Authored by Peter Clarke, LegalMatch Content Manager

LegalMatch Review: "Why LegalMatch Works for Me"

"With LegalMatch, I have control," says LegalMatch Member Attorney Matthew Konecky. 

Atlhough effectively marketing your legal practice is never easy, LegalMatch streamlines the process better than any other marketing service. As a member attorney, you can review detailed case descriptions of potential clients from the comfort of your compute--and you only need to respond to the cases that you would like to represent. This eliminates the need to rely solely on screening potential clients over the phone or in person.

If a clients posts a case that you're not interested in, it only takes a matter of seconds to make this determination. When you see a case that you do have an interest in representing, you are given the cleint's contact information and can contact them directly. 

The following review of LegalMatch describes how the service has helped Mr. Konecky successfully market and grow his practice:

 

This review was origionally posted on the author's legal blog. Additional articles by attorney Mattiew Konkecky can also be found on the LegalMatch Attorney Blog.

10 Easy Ways to Market Your Practice

As a busy lawyer myself, I’m not going to pretend that marketing is on the top of my to-do list. I’m sure the vast majority of my colleagues in solo, small, and even mid-sized firms will agree.

To avoid shouldering the entire weight of marketing your own practice, you should consider online services such as LegalMatch, which directly channels clients to you. The LegalMatch system allows you to quickly grown and maintain a thriving practice with much less effort than traditional marketing efforts.

Whether or not you use an online marketing service such as LegalMatch, you should still consider the following 10 tips to ensure the success of your practice.

1) Get Out There – I know, it’s easier said than done. But taking an hour to head to a happy hour for one of the your local bar associations, or spending a few hours a week grabbing lunch or coffee with local professionals (that may wind up being good referral sources) can pay off in a big way. Plus, you have to eat and you have to drink; may as well make the best us of your time.

2) Online Presence – So you have a website; now what? And big deal. Your online presence is only as powerful as you make it, and it will not get you far if it just sits still. Comment on forums, run a blog, even write op-ed pieces for local papers. At the end of the day, any presence is good presence, so make the most of it.

3) Pick a Market – One of biggest pitfalls for legal marketing is casting a net too far. Pick a potential market, and focus your efforts there. For instance, depending on your locale, targeted mailings may be more effective than a billboard or ad in a local publication.

4) Reach Out to Predecessors – First, and more obviously, experience is the best teacher. Moreover, things change, but the demand for (most) lawyers likely will not. Reaching out to an older colleague in your area of law, perhaps one who is considering hanging up the reigns soon, may not only be a great way to learn a thing or two, but also maybe pick up some new clients that the older attorney is no longer willing to take on.

5) Arrest Records – This may be catered specifically to criminal defense lawyers, but same concept plays true for family law lawyers, who notice pro se litigants on the docket, or personal injury lawyers hearing about a car accident - be resourceful in searching out potential clients. Often times, public information may be your best bet.

6) Speak at a Seminar – Legal or non-legal, getting in touch with a community organization that’s putting on some sort of seminar and speaking at it is a free way to put your best foot forward. Clearly, your occupation and why you’re in front of strangers giving a presentation will come up, so be charming, and linger for a bit after to answer questions and hand out business cards.

7) Speak Out – Similar to an online presence, taking time to leave favorable reviews for lawyers you know and respect will speak volumes about your character, and likely result in the favor being returned

8) Get Out There, But Be Humble – Think back to law school, where there was always the one “gunner” talking about how well they knew something, or how high their GPA was. Nobody liked that person. Don’t be that person. No one will hire you based on how much you say you know, but rather based on how much you show you know and how much esteem others hold for you.

9) Return the Favor – Even if it has yet to be done to you, refer clients to lawyers you know and trust in your area. Once you do, pick up and phone and let them know. They’ll not only be flattered, it’s highly unlikely they’ll forget.

10) Be Yourself – Sure, it sounds cliché. But that advice your mother gave you is some of the best. Be yourself.

To see how LegalMatch can help you effectively grow your practice, review this guide for How LegalMatch Works.

Authored by Matthew Izzi, LegalMatch Legal Writer and Attorney at Law

Be Upfront about Your Legal Services

If you operate a small legal practice, you must oversee selling your own services. In terms of marketing your practice, you need to consider how you want clients to perceive you. This an important aspect of your ultimate goal: getting clients in the door.

It is important to be upfront about your services so that clients can be confident that they are selecting the right attorney. In fact, you should even help potential clients know exactly what to expect when they walk into your office.

Once you get someone to walk through the door, the chances of them becoming your client greatly increases.

When a client asks about an initial consultation, give very specific details. For example: “During a free, 30-minute consultation, I will go over your legal options and will answer any questions you may have. After fully reviewing the details of your case, I will quote you a fair price for my legal services.”

Authored by Peter Clarke, content manager for LegalMatch.com.

LegalMatch Attorney Blog

LegalMatch is excited to launch the LegalMatch Attorney Blog, a new blog that discusses current legal issues, reviews new laws or cases, and offers legal marketing tips. All content is submitted by LegalMatch attorneys.

The LegalMatch Attorney blog is a forum for attorneys to express their opinions about legal news and current issues in the law. It is also an opportunity for attorneys to gain exposure for their practice and to promote their own websites or blogs.

Subject Areas for the Blog

• Insights or commentary about your area of legal expertise – e.g. recent changes in bankruptcy law.
• Law practice marketing tips – e.g. how you have found success utilizing LegalMatch to engage clients.

Reasons to Contribute

• Gain practice exposure: We’ll promote our favorite posts on our social media outlets. Posts will be read by attorneys/peers as well as potential clients.
• Promote your website or other legal writings: We will link to your website from the bio at the end of the article. You can also link to articles from your website or blog throughout the article.

How to Submit?

If you are an attorney and would like to contribute an article to the LegalMatch Attorney blog, you can submit a 300 - 800 word article directly to: peter.clarke (at) LegalMatch (dot) com.

Learning Administrative Law Can Help Expand Any Law Practice

The subject of administrative law may conjure an image of cramped government offices with stuffy lawyers wrestling over legal nuances and then arguing endlessly with local agencies about their action or inaction.

The reality is that administrative law stretches far beyond the confines of a stereotypical budget local bureaucracy and into nearly every corner of the legal profession. How it may enhance an existing practice is best demonstrated by an illustration.

Let’s assume a personal injury attorney successfully negotiates a settlement for an elderly client who was hurt in a car accident. The client then asks about taking retirement because the injury is keeping her from working. This lawyer will likely hand off a card of a colleague that handles social security disability insurance claims and wish her all the best.

The reasoning is simple: unfamiliarity.

These examples abound. A client can ostensibly need assistance before appearing in front of administrative law judges at the office of Veterans Affairs, U.S. Citizenship and Immigration Services, Medicaid, and Worker’s Compensation, the Federal Trade Commission, tax boards, among several other federal or state administrative agencies. The list could go on far longer than any of us would care to read.

How Can Understanding Administrative Law Help Expand a Practice?

At the risk of advocating for less specialists and a more boutique approach to solo, small, and midsized law firms, it’s no secret that the legal profession is rapidly changing. Some states have provisional rules permitting virtual law practices to accommodate evolution, others are attempting to adapt existing discovery rules to better facilitate e-discovery, some are formulating referral services to accommodate fees suitable for a growing middle class, and nearly every lawyer across the country is certainly experiencing some type of shift in how they practice as a result.

As it stands, social security, workers’ compensation, immigration, family law, personal injury, trusts and estate, business and tax, and even criminal defense lawyers will simply refer their business around to other local—potentially overburdened—practices when a collateral issue appears in a client’s case. While there is certainly nothing wrong with this model, lawyers who pigeonhole their practice into strictly adversarial arenas are missing several opportunities to not only assist their clients, who already know and trust their lawyer, but broaden their practice as well.

While an established lawyer may scoff at a suggestion of learning a new field of law, venturing into a field of administrative law may not be as difficult as adding another demanding adversarial focus area. This is not to imply that administrative law is not itself difficult or unique, but simply that it may be more of a natural next step than many lawyers realize. For example, many solo practitioners already do focus on more than one area, let’s say, family law and criminal law. Many of the clients of that law office will certainly face administrative issues that their lawyer could learn to handle (perhaps with the exception of increasingly complex immigration matters), both rounding out the lawyer’s practice and meeting their client’s needs.

Naturally, such expansion would not occur overnight; several hours of CLE and consulting or associating with other local counsel would likely be in order before a lawyer feels competent. Regardless, for lawyers who are feeling a lull in business or a lack thereof, expanding their reach is one simple way to reinvigorate or support a practice.

Additionally, depending on the locale, it may not be viewed as cutting into the bottom end of another lawyer’s practice, but simply helping to realize or fulfill an unmet demand. Likewise, it’s not uncommon for a lay person to be simply put off by the prospect of meeting a new lawyer, paying new fees, and dealing with a new set of office protocol and communication methods that they simply neglect to handle the matter properly altogether.

The First Step Is the Hardest

Before putting a client in a position of being sent down the road, an attorney should consider letting their client know that they are considering expanding their practice into whichever area, and can offer to look into the viability of their questions pro bono or at a discounted rate. Once competent, or after associating (which a client may still perceive as preferable over having to hunt down a new lawyer altogether), the lawyer can advise the client or move the case forward from there.

Authored by Matthew Izzi, Attorney at Law and Staff Writer at LegalMatch.com.

Law Practice Tip: Understand Your Conversions

Do you know where your clients are coming from? How did they find you?

Lawyers spend thousands of dollars trying to get new clients in the door every year. Plenty of channels exist to help you find clients: the Yellow Pages, Internet advertising, newspaper ads, and television commercials have all become familiar turf for attorney marketing. But how do you know which channel will work the best for you? Unless you know how the cost per acquisition for each channel you invest in, and you know exactly how much profit you made from that one case, your marketing efforts are probably far less than optimal.

So, what can you do to get a handle on your finances?

1. Figure out how much money you allocate to each marketing channel each month.
2. Find out how many leads vs. paying clients come from each.
3. Find out how much money you are able to make on each paying client, per channel.

For example. You spend $1000 per month to place your ad in the Yellow Pages. That ad brings in 15 leads. Of those 15 leads, only 4 turn into paying clients. And (for simplicity’s sake) each of those paying cases earns you $500.

Once you have this knowledge, you can calculate the following for each marketing effort:

• Conversion rate: How many leads do you have to push through before you secure a paying client?
• Effectiveness: How profitable is each channel? This is your return on investment (ROI).
• Concentration: Which marketing channel provides the best ROI?

Once you determine your conversion rate, effectiveness, and concentration, you will be able to make an informed decision to focus your marketing budget on proven marketing methods. Methods that, by reviewing your data, you know will work. By doing this, you can maximize your ROI, save yourself the headache of worrying over ineffective marketing channels, and (most importantly) stop wasting money on dead-end advertising efforts.

Want to go a step further? Start tracking where your quality clients are coming from.

While “quality” is a relative term, it can also be an extremely useful one—but you will need to define it. So before you get started, decide what a “quality client” means to you. From there, you can work out the perfect intersection between the marketing efforts that provide you with 1) the greatest number of quality clients and 2) the best return on your investment.  

Authored by Peter Clarke, Content Manger for LegalMatch.com.