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Law Firm Marketing Key Terms

Law firm marketing is two-fold in that marketing strategies are used to market the firm as a whole as well as its attorneys individually. To effectively market law firm services, it’s critical to become familiar with law firm marketing key terms. The ultimate goal of legal marketing strategies is to increase brand recognition and develop new business for law firms. Legal marketing strategies are also helpful in selling other firm capabilities to existing customers.

Law firm marketing employs many of the same characteristics as other types of business-to-business marketing methods. To most effectively use these methods, it'll help to more clearly understand a few key marketing strategies used by law firm marketers.

Blogging

Blogging has become popular among law firms. Blogging is one aspect of a law firm's Internet marketing strategy used to increase visibility and credibility among clients and prospective clients.
Try: Find out more about blogging at the Legal Marketing Blog.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a marketing method used to enhance a website's positioning in the search engines when certain keyword terms are searched. Having high visibility on search engines like Google, Yahoo and MSN can help lawyers reach decision makers who are searching the Internet for legal service providers.
Try: Read more about SEO at Internet Lawyer Marketing.

Pay Per Click (PPC)

PPC is an auction-based type of Internet marketing strategy that grants top positioning on various search engines to bid winners. PPC is a marketing strategy that can yield higher site traffic. It's also an ideal strategy that can effectively work in tandem with SEO marketing.
Try: Learn more about PPC at Wise Law Media.

Cross sell

Cross selling is essential for law firms to develop business. Cross selling is a marketing strategy used to sell clients using one practice area on the services offered by other firm practices.
Try: Read more about cross selling at Law Marketing Portal.

Brand

Branding incorporates the name, logo or other features that distinguish your law firm from other law firms. Because most business received by law firms is through referrals, building brand awareness is a critical step in any law firm marketing plan.
Try: Read more about building brand awareness at HG.org.

Tracking

Tracking is one of the most important aspects of law fim marketing, yet it's a task that is often forgotten. Tracking allows marketers and attorneys to measure the level of effectiveness of their marketing strategies.
Try: LexisNexis provides a wealth of information about tracking for law firm marketing.

More Law Firm Marketing Vendors

Minnesota Legal Marketing Association (MLMA)

Minneapolis, Minnesota local chapter of the LMA, a non-profit professional association dedicated to serving the needs and maintaining the professional standards of those involved in marketing for the legal profession.

http://www.mnlma.org/

Practical Professor\'s Guide to Announcing Your Web Site

Makes it easy for you to list your Web site in important places on the Web. Tips are given to improve you ranking with the major search engines, and many links are provided to additional resources.

http://www.usual.com/promote/index.html

Professional Profiles, Inc.

A public relations firm established in Orlando, Florida in 1987 specifically to create marketing programs for the legal profession.

http://www.lawyerpr.com/

Serving Clients And Firms Well

This article, by Byron G. Sabol, discusses strategic client service planning.

http://www.byronsabol.com/article2.htm

The Law Firm Development Group, Inc.

Provides marketing advice, strategic consulting, motivational speeches and sales training for law firms and companies worldwide.

http://www.lfdg.com/

Wingtip Communication, Inc.

Comprehensive marketing and advertising services.

http://www.wingtip-online.com/

Writing Your Ad Copy

An article from the Marcus Letter describing the do's and dont's of writing effective ads.

http://www.marcusletter.com/writead.htm

Tips & Advice to help you make your decision on Law Firm Marketing

In a competitive environment, law firm marketing is now an essential part of business for lawyers. Today, a firm needs more than a good reputation and word of mouth to attract clients.

A legal marketing campaign first needs to attract a potential client's attention. The marketing should identify and focus on the problems of the prospect. The credibility of the firm then needs to be demonstrated, proving to the client they are capable of helping them with their problems. Distinguishing themselves from the competition is also important. Convincing the client they need to act swiftly to solve their issues is the next step. Most people delay in making decisions, especially when costs ... more