Critique my idea - SMS marketing for a law firm

19 replies
I have a client who happen to be good friends of mine, and are a progressively thinking law firm. They have always wanted to be on the cutting edge of technology and marketing, and, actually, the main partners had careers in sales before they went to law school. This means that they understand the value of the sales process that even a law firm goes through, and the value of advertising through different channels And they're not afraid to invest in their advertising budget if it will give them a return. And the return can be HUGE for a law firm.

They LOVED the idea of a mobile website, and will likely be among the first in their area to have this, which I think will help them a lot. I was thinking about reputation management to really help boost their Google ranking and generate a buzz for them, but I had this idea, which I think could be pretty cool - an SMS campaign.

I had been racking my brain trying to figure out how an attorney could do an SMS campaign - I mean, they aren't like the local pizza parlor that can give away a free appetizer to opt-ins, and advertise weekly deals, so my challenge was, how can a law firm benefit from an SMS campaign?

And I came up with this idea. Start an SMS/QR code campaign, where peoiple can text in "law" to 90210 or whatever, and possibly do a double opt in where they have to put in their email address too (capture leads two ways). The hook will be that the firm will give away an iPad every month from this list. The reason I think EVERY month is that you can help keep people on the list by having the possibility to win this, or maybe an iPod or two night hotel stay or something.

So, you have that part, but how can a law firm USE that list? Like I say, you can't really give away a free consultation or a free appetizer for coming in, so what does the law firm do to capitalize on a list from an SMS campaign?

What I came up with is....webinars! The law firm can do regular webinars and promote them to their list, do them on hot topics that would benefit them, like "the 5 biggest mistakes people make after being in an automobile accident" or the likes. AND, they could, and already do, have relationships with other professionals, like doctors, chiropractors, CPAs, and a ton of other people, who the law firm could bring in to do guest webinars regularly too, to stir up the topics.

What do you think?
#critique #firm #idea #law #marketing #sms
  • Profile picture of the author ryanmckinney
    I would use SMS for pure lead generation -

    Enhance current advertising methods (print, radio, tv, etc) by throwing in "Text lawyer to number for Free Consultation" , and use it as strictly lead generations. When the person takes that action, the law office is notified.

    If I was a lawyer at a law practice, I wouldn't want to give out webinars.

    I like your thinking though, but for my self I would use it strictly for lead generation, not to market directly to the list, but follow up with someone who wants a free consultation that is normally $150 , or whatever the case.

    Ryan
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  • Profile picture of the author iAmNameLess
    Well, really a lot of the mobile websites, and QR codes are extras. Not something that is going to directly effect their profits.

    Also... Reputation management isn't something that boosts their rankings in the search engines, that would be called SEO.

    What you need to understand first and foremost is that your job is to provide results. If you can't provide results, it is just another client for me to pick up if I dial the right number at the right time. You have ideas, but you have to think big picture. Lawyers work long enough hours, and get paid well for it, I doubt any lawyer will want to do a free webinar for their sms list, which is likely to not result in anything.

    What kind of law firm is it?

    In my experience with firms..

    QR code - nice extra
    Mobile website - nice extra
    SMS -irrelevant in most cases
    giveaways - nonsense

    None of these, are something that are going to drive up money, or clients. Not going to happen.

    High converting website for lead capturing
    Organic and Local SEO
    Citation building
    Ads in Yellow pages
    Ads on radio, ads on TV, ads in newspapers
    Pay Per Click through google, bing, even facebook
    Facebook fan page

    Those are the more important things.. now if you want to tie in a QR code to flyers, or print ads, nice extra but don't expect more than 1% of people who see the ad, to even use it. SMS, pair up with TV and radio, but once again don't expect as many results to that.
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    • Profile picture of the author Daniel LaRusso
      Originally Posted by iAmNameLess View Post

      Well, really a lot of the mobile websites, and QR codes are extras. Not something that is going to directly effect their profits.

      Also... Reputation management isn't something that boosts their rankings in the search engines, that would be called SEO.

      What you need to understand first and foremost is that your job is to provide results. If you can't provide results, it is just another client for me to pick up if I dial the right number at the right time. You have ideas, but you have to think big picture. Lawyers work long enough hours, and get paid well for it, I doubt any lawyer will want to do a free webinar for their sms list, which is likely to not result in anything.

      What kind of law firm is it?

      In my experience with firms..

      QR code - nice extra
      Mobile website - nice extra
      SMS -irrelevant in most cases
      giveaways - nonsense

      None of these, are something that are going to drive up money, or clients. Not going to happen.

      High converting website for lead capturing
      Organic and Local SEO
      Citation building
      Ads in Yellow pages
      Ads on radio, ads on TV, ads in newspapers
      Pay Per Click through google, bing, even facebook
      Facebook fan page

      Those are the more important things.. now if you want to tie in a QR code to flyers, or print ads, nice extra but don't expect more than 1% of people who see the ad, to even use it. SMS, pair up with TV and radio, but once again don't expect as many results to that.
      we are going to have to agree to disagree here.

      Why do you think any attorney would do a "law call" show on their local tv station, and, not only not get paid to do it, but PAY the station to have the show?

      A webinar is the same principle, using an evolving technology.

      I also disagree with you about reviews, as everything I have read and seen adamantly show that strong, regular reviews are a key part of SEO now.

      Attorneys are a lot like fisherman - they will often spend a lot on bait and technique to land a few big fish. One big injury client can net MILLIONS of dollars to a law firm. Just one client can make a career.
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      • Profile picture of the author iAmNameLess
        Originally Posted by Daniel LaRusso View Post

        we are going to have to agree to disagree here.

        Why do you think any attorney would do a "law call" show on their local tv station, and, not only not get paid to do it, but PAY the station to have the show?

        A webinar is the same principle, using an evolving technology.

        I also disagree with you about reviews, as everything I have read and seen adamantly show that strong, regular reviews are a key part of SEO now.

        Attorneys are a lot like fisherman - they will often spend a lot on bait and technique to land a few big fish. One big injury client can net MILLIONS of dollars to a law firm. Just one client can make a career.
        Well, you can disagree all you want, I've already been there. I was one of the main people using SMS, before they even made a mobile part of the board. I got on the webinar bandwagon pretty quickly. I have done testing.

        A webinar is NOTHING like television. It is insane that you even think it is the same concept, and you should really think about the client. Television works because it already has a base of people watching. A show comes on, you have them there, you can sell them right there. Now if you try using SMS for a webinar.. it makes no sense from a marketing aspect. You're getting the leads to jump through hoops. You want them to subscribe to an SMS list, and then you want them to go to a website URL at a certain time to watch a lawyer give a webinar? Not only that, but then you have to hope that these 2 hoops your leads jump through, will end up buying? No way jose.

        Television is a huge deal, webinars are not. It makes sense to pay for TV time.. it does not make sense to make a lawyers marketing strategy revolve around a webinar.

        Also, reputation management isn't fake reviews.. SEO isn't building reviews, there is much more to it. Local SEO, the more citations you have the better, of course, but never post fake reviews, as that is ILLEGAL! Your reputation management is mostly used for branding purposes, and to bury bad reviews so they aren't seen. Reputation management is more about branding, and burying what you don't want prospects to see, than it being about just regular SEO.

        You can read, and see what you want, but until you actually DO these things, its all based on theory. There is a reason my clients love me, and that's because I get results instead of selling them extras that don't help their ROI. I know if one of my clients run a TV ad... their ROI is ALWAYS going to be better than a webinar.

        Seems like you just have shiny object syndrome that a lot of marketers get. The main thing you need to do, is learn marketing, learn it from a business owners stand point and learn it from a consumer standpoint. Tell me, why would I subscribe to an SMS list, and then stray away from the TV or whatever else I'm doing to watch some lawyer talk about a subject that I might not be interested in?

        I wish you would understand this... This is a pretty big deal and you're going to sacrifice your client over something you feel so strongly about trying that isn't going to work.

        What is the goal of anything you do marketing wise? Call to action. You always have something you want the prospect to do. Maybe it is fill out a quote form, call, or whatever.

        Here is what you're wanting to do... you want to have a call to action, that will basically lead to another call to action, that finally leaves a last call to action.

        Your client needs to have the leads do 3 things, in order to make money.
        1.) Subscribe to SMS
        2.) Go to the Webinar
        3.) Call, or go into the office

        It baffles me that you do not see the issue with this line of thinking.
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      • Profile picture of the author wrench
        you have a niche specific high ticket prospect and text message marketing is the main method picked for the best return on investment. LMAO!@#

        listen to iamnameless as hes the only one that gave fairly decent advice that will lead to your client making money, and not making them look "cool". you cant pay rent with being "cool".

        you sir have a LOT to learn. wow.

        edited.

        Originally Posted by Daniel LaRusso View Post

        we are going to have to agree to disagree here.

        Why do you think any attorney would do a "law call" show on their local tv station, and, not only not get paid to do it, but PAY the station to have the show?

        A webinar is the same principle, using an evolving technology.

        I also disagree with you about reviews, as everything I have read and seen adamantly show that strong, regular reviews are a key part of SEO now.

        Attorneys are a lot like fisherman - they will often spend a lot on bait and technique to land a few big fish. One big injury client can net MILLIONS of dollars to a law firm. Just one client can make a career.
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        • Profile picture of the author Daniel LaRusso
          Originally Posted by wrench View Post

          you sir have a LOT to learn. wow.
          Evidently so.

          Now seriously, y'all quit piling on this, I've gone through these responses, I've done my apologies, now it's time to move on. These aren't the droids you're looking for. For reals.
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  • Profile picture of the author RentItNow
    $99 Will special with SMS/email sign up. Remember, Lawyers make their long term retirement money from estates when they are the executor/executrix. If they get the wills early MANY people will assign them because of lack of anyone else they trust...and they receive a percentage of the estate no matter what.

    You have to get them to consider that once they have a client they pretty well have their business for life. The life value is potentially in the tens or hundreds of thousands... so a Will for $99 is nothing to them.

    As a side note, I do have a TON of experience in the legal marketing arena so I have seen it all and that and a revisit of their older wills is the best use of their budget.

    <EDIT: By the way, of the best ads I wrote was "Don't Let Your Ex Get It All By Mistake. Wills $99">
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    I have no agenda but to help those in the same situation. This I feel will pay the bills.
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  • Profile picture of the author Daniel LaRusso
    It also baffles me that you cannot see past your own experiences. I don't want to keep arguing with you on this, it was just another idea to take to the table. And for the record, I never said anything about fake reviews, that must be something you do for your clients.
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    - Benjamin Franklin

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    • Profile picture of the author iAmNameLess
      Originally Posted by Daniel LaRusso View Post

      It also baffles me that you cannot see past your own experiences. I don't want to keep arguing with you on this, it was just another idea to take to the table. And for the record, I never said anything about fake reviews, that must be something you do for your clients.
      LOL... Somebody is a little overly sensitive I guess. S

      #1 - Don't make a thread asking for criticism if you are too immature to take criticism. Am I just imagining things, or does the title of the thread say "Critique my idea".


      #2 - My clients have enough natural reviews where that would never be an issue.

      #3 - My past experiences, consists of working with about 50 different law firms. That is actually how I got started. The majority of my family is in law and politics, great connections and a lot of opportunity for me. I think my experience in doing campaigns for attorneys, and law firms, might hold water here.

      #4 - If you are too arrogant to learn and get the best results for your clients, then why are you even in this line of business? Offline consulting isn't about just making money and making some clients your guinea pig. It's about helping people and getting them the results they need.

      #5 - If you don't want help, don't ask for it. Using logic, and common marketing knowledge, anyone can see why your idea is an awful marketing example.

      I don't understand how ungrateful people can be when REAL advice is given. Instead their feelings get hurt and don't want to listen.
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  • Profile picture of the author ADukes81
    Use video. I am working with 2 attorneys right now (one BK and a personal injury) and we are in the beginning stages of this plan. 90% of all internet traffic will be through video by the end of next year. Online video is where it's at, especially for attorneys. Check out the 10x10x4 method. Use it with Social media.

    Social Media offers an ideal, cost effective medium to engage potential clients by breaking down traditional physical and psychological barriers that prevent many interested parties from seeking adequate legal services.

    Online video (YouTube) is one means to communicate with your audience. This medium allows attorneys to generate qualified leads with minimal cost by providing limited, complimentary legal advice. A 30 second or 3 minute YouTube video that addresses your clients most common questions and concerns allows potential clients to “Meet you” from the comfort of their own laptop or smart phone.

    An active website, blog, and/or Facebook page provides attorney’s with a real-time platform to engage potential clients via

    *Parties interested in legal advise may submit questions via your website/blog/Facebook and other Social media channels
    *Shoot a video addressing commonly asked questions and upload to YouTube (all Social media outlets)
    *Create a vlog (video blog) where you will embed your video
    *Optimize each video for certain keywords

    Once engaged and communicated with, these interested parties seeking legal advise are potential clients.

    Attorneys spend a lot of money on commercials and that is “pushing” out the message. That is a one-way avenue. Why not engage with the people and make it go both ways? Why not offer something different? Offer free advice with social media and people will continue to use your services along with let their friends & family know. Social media has the potential to go viral. Publish these videos on all social media channels (Facebook, Twitter, LinkedIn, etc.)

    People do business with people they know, like and trust. The more videos you put on showcasing your expertise and your willingness to help the community, the more trust you gain, which equals more business.
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  • Profile picture of the author Daniel LaRusso
    Whatever dude. I don't have the time to go back and.forth with you, and I am still interested in some.thoughts on this idea. It is just that - an idea. It's not my business model, mantra, or elevator speech. It's an idea, and one that.has evolved thanks to the insight of people like ADukes81.

    You've already given your critique, I have considered it and thought about your points. I don't think you have any more to contribute here. No hard feelings, just a different approach.

    And my feelings are not hurt. I am going to get about 8 good hours of sleep tonight worrying about what you said about me, because its just part of it. I asked for critiques, and I accept critiques, both good and bad. It seems to me that you're the one trying to prove your bigshot status, not me. I'm just trying to learn something new here and vet a potential strategy through, nothing more.
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  • Profile picture of the author Eddie Spangler
    I dont know about the webinar thing. I do think that sms can be used more as a branding tool, if you are doing a monthly giveaway.
    I cant see how having a large list of people who like you and see your name a couple or three times a month be a bad thing. Someones bound to need legal help for themselves or a friend over the course of a year and you may be at the top of everyones mind AND it would be fairly inexpensive to run a program like this.
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  • Profile picture of the author bob ross
    I have zero experience with SMS Marketing but everything Iamnameless is saying makes complete sense to me.

    There's a lot of restrictions on advertising that lawyers can do too, similar to real estate I believe, so you have to be aware of those (which I am not an expert in at all).

    I would think that any SMS campaigns that could remotely be successful for a law firm would be something dealing with very low level, common occurences where a lawyer comes in handy... like traffic violations.
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    • Profile picture of the author drewbuk
      As an attorney I agree 100% with Iamnameless.
      If experienced people who have invested their time trying to help you, you should at a minimum consider it and thank them.

      I do not know the lawyer advertising rules there but you should discuss with your clients if your idea will pass scrutiny as well.

      I use multiple mediums and tried "text I am hurt"...etc. My demographic in PI is not there yet. Maybe yours is...I do not know.

      Nonetheless, best of luck.
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      • Profile picture of the author midasman09
        Banned
        Hey! Think about WHAT your Niche WANTS (attorneys)!

        I didn't read thru the posts above so I don't know what your attorney's specialiaze in HOWEVER....right this minute....the following Domain is AVAILABLE....

        dwiattorneybirminghamal.com

        So...grab this domain and set up a 1-page site who's ONLY purpose is to Re-direct anyone typing in this Domain....over to your "Attorney Client's" website!

        Check "SEOBook" to see how many searches there are for THIS term... every month!

        ONE....I repeat....ONE....client could bring your attny a few thousand in his pockets.

        Reminds me of about 10 yrs ago when the Indian Casino (20mi So of me) had their Grand Opening. I attended and went to one of SIX Restrooms and I noticed something.

        The "potties" were Spick n Span....you could "Eat Off the Floor"! In fact, they were TOO CLEAN....which caused me to think about WHO would be using these Urinals.

        People who had been gambling AND....Drinking. Which meant...every couple of hrs....they'd have to visit these spotless Johns.

        And....some of these Gamblers who were also Drinking....when they got into their vehicles to drive home....MIGHT....get flagged down by a Police Officer.

        So....these folks who would get Stopped for DUI/DWI....would probably need the services of an Attny.

        So...I made up some Sample 17 x 22 wood frames (with 4 Sample Ads for 4 different businesses and professions (one of which was a DUI/DWI law firm) ....and went to see the Manager of the Casino and told her...I'd like mount these Frames ON the walls...above the urinals in their 6 restrooms and pay them $40/mo for each Frame....$240 a month for their Wall Space.

        They agreed and signed my Agreement for 12 mos.

        I then proceeded to take my Sample Sign to local prospects who I thought were interested in "exposing" their business/profession....to Gamblers.

        I was OVERWHELMED with the Interest. In fact....the first Law Firm I visited wanted ALL 6 Restrooms.

        The Head lawyer thought they could get LOTS of biz from my "RestRoom Boards". (Which they did)

        So....along with SMS....let your mind do a little exporing as to OTHER ways of "Helping Attorneys get clients"!

        In fact....one of the 1st programs to offer a Lawyer or Law Firm would be a...."MOBILE" website....so their regular website can be SEEN on Phones.

        Then...think about other Ad Media.

        Don Alm....idea-guy from waaay baaack
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  • Profile picture of the author Daniel LaRusso
    OK fine, so the idea wasn't the best idea. I'm big enough to see that and scrap it. I do still think that texting is a viable option for a law firm, and the attorneys themselves brought the concept up to me, I'm just trying to apply strategies that work in another area to this. I will concede that nameless is correct, but not 100% with him/her.

    Idea brought up and discarded based on feedback from here.

    Thank you
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  • Profile picture of the author Daniel LaRusso
    Solid gold post, Midasman! Thank you SO much!! See, this makes all the crow I had to eat in vetting through this idea 100% worth it. Thank you thank you thank you!!

    And hey, thank YOU iamnamelessforthis and others for contributing to my question. Believe it or not, my agenda is to learn something new, implement it, profit from it, and help my clients to profit from it.

    Rock on, brothers!
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  • Profile picture of the author Aussieguy
    Daniel LaRusso, good on you for thinking it through and realising you might need to change your mind here.

    I have moved forward in life far more by being open to being corrected. To me, that's what learning is anyway. Best stance to have IMO: "I could be wrong", whilst at the same time, "my education & experience is of value also".
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  • Profile picture of the author Sanchez14
    Just an FYI to everyone here - Your attorney clients ought to know this, but a lot of the ideas springing up here would likely violate ethics/advertising rules in a lot of states. I'm an attorney at a large law firm that was a web developer and IT consultant before law school and still do a bit of IM stuff to free my mind from the law, so I know it from both sides. Just a friendly FYI.

    Also, the whole thing about attorney's getting a piece of estates automatically just isn't true in any state I am familiar with. In fact every state I know of either directly or indirectly prohibits bequests to attorneys who are executors . An courts look vary poorly upon any bequest to an attorney if there isn't some other connection to the deceased. Granted, I'm not a wills and estates lawyer, but I know the rules decently well.
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