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

Why Humans, Not Robots, Run the Legal Profession

In a recent article published in Wired, America's Justice System Sure Doesn't Know Much Science, Sarah Zhang discusses the legitimate issues of problems with eye-witness testimony, false confessions and police involvement. The criminal justice system, like almost every other system in the world, has flaws. Police intimidate innocents to confess. Police encourage victims of horrible crimes to identify certain people that they think are guilty. Although much of this is not some evil intentional design, people are people. 

The article argues that “We are not the people we wish we were.” Everyone has felt this way about some belief or thought they had, but the article’s next says, “The people we wish we were are kind of like computer robot humans who are able to control their biases.” Surprisingly, 35% of law firms in a recent study agree that first-year associates could be replaced with robots! This goes too far, as does the suggestion of replacing lawyers, judges, and witnesses with Avatars.

Human emotion is part of the justice system, but there are already issues with “robotic-emotionless” systems in the legal system. Sentencing guidelines imposed on criminal defendants is a robotic application that many people have issues with. Three strikes is one example of a flaw with a robotic approach. An avatar, without any human emotion, would only consider a single woman stealing a loaf of bread to feed her family a crime. 

If she had two prior offenses of stealing, she would be imprisoned for life and her two children would be placed into a foster-system. While stealing food is unquestionably a crime, humans would at least have mixed emotions about how to proceed. There would be many in favor of punishing the woman and many others would be lenient. With human involvement, debate would ensue and justice would occur. An avatar would have no discussion and the woman would be jailed.

Science Doesn't Know Much Law

That is one small emotion appeal, but the system advocated by Zhang is also likely to violate the confrontation clause of the Constitution. The confrontation clause requires that witnesses against a criminal defendant testify in front of the defendant. This is provided for the human emotion of confronting someone you may send to prison.

There are also times when people lie to gain advantages and make accusations based out of jealously, confusion, or greed. Signing a piece of paper or talking to an officer behind closed doors is nowhere near as difficult as the human emotion in a courtroom. The emotional problems that exist in the courtroom exist in real life and leaving these emotions to a robot is not ideal.

The shop owner whose loaf of bread is stolen may be gung-ho about prosecution the day his bread is stolen. However, months later when he sees a broke single mother of two children facing jail, he may decide to show mercy. Or he may aggressively testify against her. Neither approach would be wrong, but it is up to the individual human to decide how to proceed.

The well documented mortgage crisis is another example of why an avatar approach is not ideal. Numerous illegal documents were recorded on title and under a robot approach, if a document is recorded, it is correct. However, it is well known that many of these documents were forged, because Wall Street wolves understood that manipulating documents in a non-judicial foreclosure with no oversight was easy. Applying human emotion, we can understand how it happens and we do not want, or need, a robotic approach to forcing people out of their homes based on forged documents.

The current system is far from perfect, but law is more art than science. Technology should and does play an important and ever growing role in the legal system, but putting technology in charge of everything goes too far.

Authored by Ryan Griffith, LegalMatch Legal Writer and Attorney at Law

The Use of Software to Resolve Legal Issues

As we become more technologically advanced, technology is also being adopted to address legal problems. In some jurisdictions, software is being used to resolve legal matters, including personal injury claims, traffic tickets, divorce issues, and tax disputes. Several companies have developed such technology and are now implementing their software across the country.

One such company, called Modria, has developed software that is being used by Ohio to resolve tax assessment disputes and help those disputes out of court. Based in San Jose, California, Modria has expanded its reach after having formulated software to assist eBay and PayPal in the resolution of their complaints from customers. In addition, an arbitration association based in New York has used the software to settle medical claims stemming from specific kinds of car collisions.

Modria’s popularity has even extended as far away as the Netherlands, where it is being used to assist people who are going through a divorce. The software program guides couples through more than 24 questions, including how they would like to co-parent their children. It recommends amounts for spousal support, and records points on which couples agree. It also permits them to negotiate issues about which they disagree. In the event that they arrive at a resolution, they can print the divorce papers that are subsequently reviewed by an attorney to ensure that neither party is giving away too much. The papers are then filed in court.

Another company called Court Innovations, which is based in Michigan, is employing a similar type of software to resolve traffic disputes. In four Michigan court districts, drivers who receive tickets because they are suspected of speeding or running a red light can go online and offer an explanation in an effort to have the ticket thrown out or receive a lower fine.

According to MJ Cartwright, the CEO of Court Innovatons, following a review of the case by prosecutors, they make a determination that can be sent electronically to the alleged culprit, who can then either accept or reject their decision. She went on to say that thus far, there have been over 800 users of the program, nearly all of whom have settled their disputes online.

This may well prove to be a very effective way of resolving legal issues that is likely to become increasingly popular. As Ms. Cartwright stated, when you go online, there are a number of factors, such as race, that have no effect on the outcome of the case because such questions are simply not asked.

Furthermore, the software programs provided by such companies as Modria and Court Innovations may serve as an alternative way of resolving legal issues for those who find attorneys and the court system to be cost prohibitive. While it will not replace attorneys, it will compel attorneys to adapt to the latest technology.

Authored by Roxanne Minott, LegalMatch Legal Writer and Attorney at Law

Legal Ethics of Social Media

Guidelines for legal ethics were recently developed by the Commercial and Federal Litigation Section of the New York State Bar Association. While they are not requirements, they are recommendations for lawyers to apply when using social media as part of their practice.

According to the guidelines, an attorney is incapable of being competent without a working knowledge of the advantages and risks that are affiliated with using social media. Attorneys are urged to retain copies of client communications on social media, and should take responsibility for changing any incorrect information that is posted by others on the lawyers’ online biographies. In addition, the guidelines give attorneys the right to perform online research on public segments of social media profiles.

It is imperative that attorneys are aware of the benefits, disadvantages, and risks of using social media. Otherwise, they may find themselves embroiled in predicaments with their clients and disciplinary committees. Furthermore, lawyers must realize that social media communications that extend over several jurisdictions could involve ethics rules of other states. Attorneys must comply with the ethical requirements of each state in which they practice, and recognize that there may be significant differences between the rules of each state.

Pitfalls of Promoting and Practicing Online

Social media has become an effective means by which attorneys can conduct an investigation and acquire information regarding a witness, party, or juror without using formal discovery. However, prior to reading someone’s social media account, posts, or profile, attorneys must be cognizant of the fact that ethics rules and opinions determine whether an attorney can view such social media, and if so, the ways in which they can read such media.

When using social media, communications are frequently directed at not only the intended recipient, but to a number of people. For this reason, attorneys must ensure that they are complying with attorney advertising rules as well as other ethical regulations. Another possibility is that attorneys may inadvertently reveal privileged or confidential information to individuals other than the intended recipient. Attorneys must also be aware of the potential for a social media communication to establish an attorney-client relationship that was unintended.

An attorney’s social media profile that is used solely for personal purposes need not comply with rules concerning attorney advertising and solicitation. However, an attorney’s social media profile, blog, or post that is used to retain clients must be in compliance with such rules. When advertising their areas of practice using social media, attorneys should not use the term, “specialist,” unless the attorney has been certified by the proper accrediting organization.

Attorneys must also make certain that any third-party legal endorsements that are posted to their social media profile are accurate. In order to ensure such accuracy, the attorney must monitor the posts and make any needed corrections to posts made by clients or other third parties.  While attorneys may view the social media profiles of jurors or potential jurors, they are prohibited from connecting with them. Nor should they engage in any communication with jurors on social media.

These are only some of the new guidelines that are recommended for attorneys who use social media. Lawyers are encouraged to adhere to the guidelines so as to avoid any potential conflicts that may arise with clients or disciplinary committees.

Authored by Roxanne Minott, LegalMatch Legal Writer and Attorney at Law

Tips on Keeping a Personal Injury Record

Keeping proper records for a personal injury case is essential for success. Sufficient records help win cases; without a solid base of records, the opposing counsel can gain leverage against your client. Also, a failure to maintain and protect proper personal injury records can risk client confidentiality and implicate privacy breaches as well.

For instance, personal injury cases may involve the client’s medical records, which are subject to specific rules in terms of client confidentiality. Dealing with medical records involves walking a fine line between discovery disclosures and client privacy.

Ideally, personal injury firms and practitioners will have a set, systematized way of organizing and storing personal injury files. However, these are often not formalized and may simply be an amalgamation of habits and routines built up over the years. Here are a few personal injury record issues to look out for:

• Unforeseeable Events: Files can get lost in unpredictable situations like fires or natural disasters. Be wary of where you keep your files, and always keep copies in separate locations from the originals.
• Online and Internet Security: Storing files online or on a cloud is a newer phenomenon that must be approached with care. Cloud security is still a newer issue and you’ll want to be sure your files are stored securely. You may need to hire an IT professional for guidance with technical aspects of practice.
• Transmissions of Files: Similarly, you will want to watch when and where you transmit any electronic records related to your client’s case. Not all internet connections are secure; for instance, you’d want to be wary of sending sensitive information while logged into the Wi-Fi at your local coffee shop or at a private residence.
• Upkeep of your Archives: Proper archiving habits can help keep your records free of clutter and unnecessary documents. Eliminating unnecessary files can help avoid errors related to record-keeping.

Personal injury cases can involve many documents, including police reports, medical and hospital readings, video and photographs, and many other types of evidence. Successful command of evidence in a personal injury case is heavily dependent on the ability to store and locate records and documents in an efficient and streamlined way. Some practitioners may be unfamiliar with this process; others may handle record storage entirely by themselves. In any case, it’s always a good practice to manage client records in a conscientious way.

 

 

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.