Marketing Your Virtual Law Office

Presented by:

Mass LOMAPLaw Office Management Assistance Programs

http://www.masslomap.org/

with

Donna Seyle, http://lawpracticestrategy.com/

Ask Three Questions

•Who is your target market•What tools are available to reach

them•What image do you want to create for

your firm?

Who is your Target Market?

•Virtual only or Hybrid – combination of virtual and traditional?•What is their age & socio-economic

background?

What Tools are Available to Reach Them?

• Traditional (referrals, networking, etc.)•Online (social media, blogging,

lawyer lists, etc.)

What Image Do You Want to Create?

• Online• Offline

• Branding must be consistent

Who is Your Target Market?

Virtual Only

• If you are delivering your services online, your market is online too• They are social• They like the convenience • They expect good service• They like access• They like immediacy• They’re tech savvy & very smart• Requires a level of web comfort & expertise –

easy to get (start social networking)

Hybrid: Adding a Virtual Component to a Brick & Mortar Firm

• Use the competitive edge of your new virtual component to impress existing clients & get referrals• Tell them about transparency and convenience• Tell them how the use of technology drives your

overhead down and allows you to offer varied pricing strategies• Tell them about the concept of unbundled legal

service• Describe how this is “added value”• Show them they can have it both ways

What Tools are Available to Reach Them?

Traditional

• State & local bar assoc.• Pro-bono opportunities

• Trade Conferences & meetings• Legal Conferences & meetings

Create an Online Brand

• What image of yourself & your firm do you want to present? Must be consistent• Be aware of your online presence – it’s

already there• Erase the concept that the legal profession is

intimidating & that collaborative legal help is impossible to get• Accessibility, affordability and convenience

are your key focus areas

Website

• must be dynamic (for SEO), offer good, free content to attract clients• This is the front door to your office –

make people want to come in• Make your contact information readily

available • consistent online theme: accessibility

Blogging

• Your goals are to provide useful information in a way that will attract your target market

• Information must be accurate & reliable• Position your firm as one worthy of retaining• Your market is made up of people in need of help• Be courageous, caring, authoritative & personable• Inform people about the basics of your niche

before they contact you

Social Networking

• Create a community around your blog•Use subscription tools (email, RSS

feeds, share buttons)• Syndicate your blog posts

Join Twitter, LinkedIn, Facebook & Google+

• Twitter – very social; OK to lurk & start sharing when & what you feel comfortable with

• LinkedIn – join groups pertinent to you area of law AND groups joined by your target market, & participate

• Facebook – only if you have the time and don’t involve your friends; can create a business page, but still must be linked to your personal account

• Google+ - start by following topics first• Syndicate your blog posts on these sites as well as engage

Join Lawyer Lists

•monitor your profile• RocketLawyer•Avvo• Lawyers.com• Findlaw.com

Other Online Exposure

• Use other publication tools such as scoop.it, summify.com, paper.li• Repurpose your blog content –

epublishing, videos & webinars• Use email marketing for blogs or

events• Sign up with JD Supra – legal

publisher

As You Develop Your Expertise

• Get published in your target market’s trade magazines or newspapers• Get speaking engagements in your target

market’s conferences• Learn tech tools as you go along that will

make these activities quicker & easier

Check Your Jurisdiction’s Rules

Regarding Marketing, Websites

and Social Media