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Marketing plan for a lawyer - any help?

by bwh1
34 replies
Hi there

by coincidence I came over a opportunity to make a marketing plan for a Lawyer firm. Easy 500 bucks was my immediate guess.

So I went and checked their site - horrible. No branding, no USP, no lead generation. They wanna get new clients, mainly over their website.

"Great" - I thought.

But then I came back to earth and thought a bit more about the business of a Lawyer.

How the heck they should promote their business other then having a good visual branding and REFERRAL marketing?

Coupons? Special deals? What could they offer if they implement a referral system system?

So I have this weekend to make a to the point plan and would like some help from my buddies here to give your 2cts to this "problem".

A "thanks" will be my reward.

G.
#lawyer #marketing #plan
  • Profile picture of the author SamirRastogi
    If I needed to see a lawyer and if I saw an ad/coupon/deal that offered initial consultation for free, I would definitely take them up on the offer.
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    • Profile picture of the author bwh1
      Originally Posted by SamirRastogi View Post

      If I needed to see a lawyer and if I saw an ad/coupon/deal that offered initial consultation for free, I would definitely take them up on the offer.
      I see what you mean but I forgot to mention that this firm is down here in Brasil and usually they do not charge for the initial meeting (at least not with private clients, don't know with companies).

      Don't you think that a coupon looks a bit low profile for a lawyer?

      It's not that you need this service each month or so and will be happy to find a coupon on the net to get a cheap lawyer.

      I see this as a business with a lot of trust factors, where selling yourself cheap (over a coupon) isn't a benefit IMO.

      Wrong?

      G.
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  • Profile picture of the author MRomeo09
    Not all law firms are alike. What is their specialty. I've worked with numerous attorneys.
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    • Profile picture of the author bwh1
      Originally Posted by MRomeo09 View Post

      Not all law firms are alike. What is their specialty. I've worked with numerous attorneys.
      That's a bit a problem - they don't have a specialty right now. Another problem to find a USP for them.

      There is the founder and 5 consultants and they do more or less all you can imagine. It's a young and dynamic team but there is a total lack in marketing.

      One point I will tell them is that they should focus on ONE area in particular, not leaving the rest untouched.

      Right now they like to get more business clients, guess there is more money to be made.

      By the way, are you MRomeo from WA (so we would be buddies?)

      G.
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      • Profile picture of the author MRomeo09
        Originally Posted by bwh1 View Post


        By the way, are you MRomeo from WA (so we would be buddies?)

        G.
        Hello my brazilian friend. Como vai. Long time no see.
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        Your opinion of yourself becomes your reality. If you have all these doubts, then no one will believe in you and everything will go wrong. If you think the opposite, the opposite will happen. It’s that simple.-Curtis Jackson- 50 Cent
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      • Profile picture of the author JMB Marketing Group
        Originally Posted by bwh1 View Post

        That's a bit a problem - they don't have a specialty right now. Another problem to find a USP for them.

        There is the founder and 5 consultants and they do more or less all you can imagine. It's a young and dynamic team but there is a total lack in marketing.

        One point I will tell them is that they should focus on ONE area in particular, not leaving the rest untouched.

        Right now they like to get more business clients, guess there is more money to be made.

        By the way, are you MRomeo from WA (so we would be buddies?)

        G.
        Well, that's interesting -- they don't have a specialty?

        OK then, what type of law do they perform: Corporate, Criminal, Civil, Bankruptcy?

        Surely they perform one of these or other types of law.

        Therefore, a little more info, on WHAT THEY DO PROVIDE can help us to help you/them.

        Just trying to help you here, as it doesn't make much sense to me that they don't specialize in anything.

        Sincerely,

        JMB

        P.S. I used to be a legal assistant and know that a lawyer / law firm specializes in something.
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        • Profile picture of the author bwh1
          Originally Posted by JMB Marketing Group View Post

          Well, that's interesting -- they don't have a specialty?

          OK then, what type of law do they perform: Corporate, Criminal, Civil, Bankruptcy?

          Surely they perform one of these or other types of law.

          Therefore, a little more info, on WHAT THEY DO PROVIDE can help us to help you/them.

          Just trying to help you here, as it doesn't make much sense to me that they don't specialize in anything.

          Sincerely,

          JMB

          P.S. I used to be a legal assistant and know that a lawyer / law firm specializes in something.
          Here's the part from their website. I used Google translator for this, can't tell it in english.

          Petroni Advogados act in the civil, commercial, real estate, labor, social security, tax, sports, in consumer, family, probate and criminal business, in both advisory and contentious-harvest.

          So what the heck is their "speciality"? They have to cut that down to 1 or 2 things.
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  • Profile picture of the author Blindbiz
    Lawinfo is a great model. Let others bring you clients and you do your job. If you have a strange specialty use a strategic partner network to push your message to other lawyers for referral to your specialty. Focus on ONE specialty.
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    • Profile picture of the author bwh1
      Originally Posted by Blindbiz View Post

      Lawinfo is a great model. Let others bring you clients and you do your job. If you have a strange specialty use a strategic partner network to push your message to other lawyers for referral to your specialty. Focus on ONE specialty.
      So you mean that a referral system would be best if OTHER lawyers exchange clients with them?

      Cool, I was more thinking that their clients would get some discount if they send other businesses to the firm.

      Why not do both then?

      Great.

      What do you mean by LawInfo?

      G.
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    • Profile picture of the author kirbymarketingconcierge
      I did some work for LawInfo and know the space.

      quite busy so:

      google "Legal Marketing" and go to legal fish, lawinfo, NOLO, etc..,
      to get ideas.

      no coupons (they will feel degraded). usual offers is free consultation.
      what is the specialty : Atty's have to do a initla review to see if their is a case or not. So, good landing pages or appropriate pages so potential clients can fill in thier case review information.

      content is king : tap the sources of information where you know this atty's clientele go and provide legal information, do a blog answering FAQ's, make sure the website has free content.

      Make sure you capture their contact information.

      do an email auto-responder so you can blast out email updates, legal information, whatever so they remember you (and when they are with friends, at work, in the bar....what comes up in conversation...that person can tell other's "I know of an Atty).

      make sure this guy wnats to be the best in his area and his field (increases value, you can charge more, and meets the reality of a competitive space he/she is in).
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      • Profile picture of the author bwh1
        Originally Posted by kirbymarketingconcierge View Post

        I did some work for LawInfo and know the space.

        quite busy so:

        google "Legal Marketing" and go to legal fish, lawinfo, NOLO, etc..,
        to get ideas.

        no coupons (they will feel degraded). usual offers is free consultation.
        what is the specialty : Atty's have to do a initla review to see if their is a case or not. So, good landing pages or appropriate pages so potential clients can fill in thier case review information.

        content is king : tap the sources of information where you know this atty's clientele go and provide legal information, do a blog answering FAQ's, make sure the website has free content.

        Make sure you capture their contact information.

        do an email auto-responder so you can blast out email updates, legal information, whatever so they remember you (and when they are with friends, at work, in the bar....what comes up in conversation...that person can tell other's "I know of an Atty).

        make sure this guy wnats to be the best in his area and his field (increases value, you can charge more, and meets the reality of a competitive space he/she is in).
        I LOVE WF

        absolutely priceless tips - many thanks to you.

        G.
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        • Profile picture of the author kirbymarketingconcierge
          Originally Posted by bwh1 View Post

          I LOVE WF

          absolutely priceless tips - many thanks to you.

          G.
          also, to capture contact information have the atty and you right up a nice report that helps his clientele.

          examples:

          divorce atty " 7 tips you need to know so your not taken to the cleaners"
          bankruptcy atty : 5 must Questions you must ask to make sure your atty. is not financially ripping You Off!"

          p.s. - do right with this Atty and you can sell others!

          you know what it costs for lawinfo, nolo, etc..,? and Atty's pay up!!!
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  • Profile picture of the author Jason Kanigan
    For your marketing message: what urgent, serious problems does this law firm solve for their clients? Pick some if you have to; the ones that you believe will be most effective. This is the content for your landing page.
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    • Profile picture of the author Amy5
      Hi bwh1

      For a lawyer I'd go content marketing. Have an active blog on their website so those who land on the site can get to know their personality, their style, their credibility etc... I'd also go with email marketing - and articles around web.
      If for example they write Ezine articles, they could put up the icon for Ezine Expert Author on their website - as a way to show authority.

      Also have them optimized for local and organic search, some PPC and definitely Facebook (maybe not twitter and other social media) but Facebook shows thier personality - have them comment on other local businesses so they appear to be personable and friendly.

      Many people are afraid or intimidated by lawyers, and they don't want to go with the wrong one. Market them in a way that makes them personable.
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  • Profile picture of the author David Miller
    Law firm marketing, at least in the US is a unique undertaking and there is a lot to consider that goes well beyond the usual jumps to facebook, twitter, article marketing etc. Not only do you have to be aware of Federal laws, state and local laws that may or may not apply to specific areas of practice, you have to be aware of what the ABA has to say about things.

    You can't set up a lead generation page for an attorney and than bill them for any aspect of lead generation with the exception of the cost of hosting. Even that is not a black and white area. Law firm marketing is an enormous pain in the gloots!

    As I say, the laws regarding lawyer advertising and marketing may be different in Brazil but don't assume that you can market law firms the way you can market a restaurant....and coupons....no way!

    Unless.....Buy one divorce...get a prenup free for before your next mistake! (please..it's a joke)

    One more thing to add....Nolo, Findlaw, Lawinfo, Lawyers.com are all owned an operated by lawyers which is why they are able to sell leads and act as a direct referral source to attorneys....

    By the way....

    I'm a director of marketing for a law firm....not just guessing at this stuff
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  • Profile picture of the author Bayo
    Originally Posted by bwh1 View Post

    They wanna get new clients, mainly over their website.
    Hi there,

    I work with law firms. From what you've stated, I honestly believe you don't have enough information to achieve what you want to achieve.

    What they stated they want may not be what they really need and you might be setting yourself up for failure unfortunately if you proceed. You also need to be aware of any regulatory requirements that apply to them marketing in their area.

    What you might want to consider doing is arrange a marketing planning strategy session with them to uncover what they really want to achieve, why and by when.

    Only then can you decide if you can actually help or if you need to look beyond the potential easy money.

    BAYO
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    • Profile picture of the author bwh1
      Originally Posted by Bayo View Post

      Hi there,

      I work with law firms. From what you've stated, I honestly believe you don't have enough information to achieve what you want to achieve.

      What they stated they want may not be what they really need and you might be setting yourself up for failure unfortunately if you proceed. You also need to be aware of any regulatory requirements that apply to them marketing in their area.

      What you might want to consider doing is arrange a marketing planning strategy session with them to uncover what they really want to achieve, why and by when.

      Only then can you decide if you can actually help or if you need to look beyond the potential easy money.

      BAYO
      Great to get your input Bayo, you're one of the folks I follow here.

      It's not that I wanna sell them right now my marketing services. They asked for a marketing plan and pay for it, so I basically have to unfold the problems they have now and tell them what they have to do to get to where they like to be (with me doing it if they are able to pay for).

      They will pay for that plan, so I have to write it the way that they get smart enough to understand what they have to do, and at the same time that they have to hire a pro to do it.

      I will give them a quote only after they read and liked the plan (price is based on their emotions ) because it's a heck of work.

      I definitely will include in my plan that all is based on the legal base in Brasil (thanks David Miller), but we do not have any laws based on Internet activities (yet) so I'm sure that I will not face any problems here. It's a bit like always, you ain't have to say it all right in your website that you like to deal with your alliance partners or clients.

      By the way, many thanks to all the others which answered, you made my day and I got enough ideas to put that plan into a PP presentation (not finished yet but half way down).

      This thread was to give me tips to make a MARKETING PLAN where there is non at the moment, it's not to make them buy my service.

      And to JMB, they really have in their website a description of the areas they work in, and that's basically ALL you can imagine. It's nuts and one of the first things I mention in my plan, they have to focus and specialize.

      G.
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      • Profile picture of the author JMB Marketing Group
        Originally Posted by bwh1 View Post

        And to JMB, they really have in their website a description of the areas they work in, and that's basically ALL you can imagine. It's nuts and one of the first things I mention in my plan, they have to focus and specialize.

        G.
        Actually, I worked for a high-powered law firm on Bay Street in Toronto, Ontario.

        There were 4 partners:

        1 partner specialized in Corporate Law.
        1 partner specialized in Criminal Law.
        1 partner specialized in Civil Law.
        1 partner specialized in Family Law.

        So, between the 4 of them, they had a powerhouse law firm. However, each partner specialized in something.

        If this law firm that you are trying to help segmented themselves into different specialized areas, then you would HAVE SOMETHING TO MARKET.

        Two ideas that come to mind are:

        1. Having each of them writing a book.

        AND/OR

        2. Host Webinars.

        It's a lot easier than you think to use these methods as a marketing and/or referral piece.

        Let me know if you are interested in proposing these ideas to them.

        If so, I can help you out with that.

        However, please keep in mind that YOU CANNOT HELP THEM until THEY FIND THEIR OWN FOOTING!

        Cheers,

        JMB
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        • Profile picture of the author bwh1
          Hey JMB

          That's awesome and I like to get your help very much. I finished by now my PP presentation and could send it to you, but it's in Portuguese and not that helpful I guess.

          I highly appreciate all the ideas and tips you can give me. I have never done a webinar for example but understand the chance to get new possible clients with this.

          In regards to their activities, it's actually like you described as far as I see it ( I just have a short briefing what they want in the plan and their website).
          There are 6 partners/lawyers and at least 5 are graduated in a specific area.

          So with that in mind it's maybe wrong to tell them to specialize, as their USP is exactly the contrary - Multiple Specializations in ONE Firm.

          And make them writing a book is a great idea. I already have POD service here where I can do this for them.

          G.


          Originally Posted by JMB Marketing Group View Post

          Actually, I worked for a high-powered law firm on Bay Street in Toronto, Ontario.

          There were 4 partners:

          1 partner specialized in Corporate Law.
          1 partner specialized in Criminal Law.
          1 partner specialized in Civil Law.
          1 partner specialized in Family Law.

          So, between the 4 of them, they had a powerhouse law firm. However, each partner specialized in something.

          If this law firm that you are trying to help segmented themselves into different specialized areas, then you would HAVE SOMETHING TO MARKET.

          Two ideas that come to mind are:

          1. Having each of them writing a book.

          AND/OR

          2. Host Webinars.

          It's a lot easier than you think to use these methods as a marketing and/or referral piece.

          Let me know if you are interested in proposing these ideas to them.

          If so, I can help you out with that.

          However, please keep in mind that YOU CANNOT HELP THEM until THEY FIND THEIR OWN FOOTING!

          Cheers,

          JMB
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  • Profile picture of the author Seantrepreneur
    Don't forget some offline techniques like setting up a big PR event for the firm. Think of something charitable that you could drum up some attention for. Might as well benefit a charity as well as your business.

    Plus radio stations, newspaper and small news programs love stories like these. Don't be afraid to contact them to tell them what you are doing. You have a good chance of getting some free ad space, air time or radio time.

    Good Luck!

    Sean
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  • Profile picture of the author bwh1
    Hey Jean, got the reports, many thanks. The one from Jay is golden.

    Can anyone answer to me a question

    - What is a Lawyers PROFIT MARGIN on average?

    They have basically no costs besides overhead and taxes, so I guess their margin is huge.

    G.
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    • Profile picture of the author kirbymarketingconcierge
      Originally Posted by bwh1 View Post

      Hey Jean, got the reports, many thanks. The one from Jay is golden.

      Can anyone answer to me a question

      - What is a Lawyers PROFIT MARGIN on average?

      They have basically no costs besides overhead and taxes, so I guess their margin is huge.

      G.
      I would like to turn this question around if you don't mind.
      I am assuming the legal specifics are similar to the US.

      why don't you ask them what theirs is?
      atty's do "case reviews", so do 1 yourself, on them????

      try not to do work beforehand where you spend time and money, and the deal is not solid. ( even if you offer something free it's "if I do this, you will do ______ right? - look at it as a verbal contract!

      you do a case review to find out their needs and biz. objectives and you will look good, and your value goes up as trust and credibility increases.
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  • Profile picture of the author bwh1
    EDIT: I had to remove the attachment due to a privacy agreement, so I can only post it if they don't take it.

    OK my friends

    I like to show that I took action and not only ask you guys for help without doing nothing.

    Tomorrow is deadline and I would like to show off the result of this thread.

    I attached the presentation, a 20 page PDF (in Portuguese, for who speaks Spanish you will be able to understand I guess).

    It took me about 1 day to put that together, and if they pick my presentation (I'm convinced they do) I'll get paid 500 smackers.

    If they bite and ask me to do all the work to set this baby up (lot's of work) I think I'll charge 8k setup and '1495.- recurring.

    G.
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  • Profile picture of the author dancorkill
    SEO for Google and PPC.

    Because one client is worth a ton to a lawyer investing in more targeted traffic is an easy choice.

    Also could do some direct mail or phone calls to local businesses to setup referrals, medical centers, tow truck drivers etc

    Really depends on the area of law as to whats going to work best. Is it like urgent I just hurt myself and want a lawyer to get me compensation (proably use a google search) or is it setting up legal docs for a company (probably use referral or read some content first).
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  • Profile picture of the author Jeff Lenney
    I'm surprised that Tim guy didnt respond here with a link/plug to his own website - lol.

    As for a plan personally, and I DO market for a few lawyers

    SEO
    PPC
    Facebook page
    Facebook PPC (ahh yeah)
    Twitter Account
    Youtube videos (Created and optimized)
    Google Local profile for each office (if applicable).

    Theres really alot you can do, and if you get them a few high paying clients there's even more reason for them to pay you more. :-)
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    • Profile picture of the author rytxtwave
      Originally Posted by eljeffe77 View Post

      I'm surprised that Tim guy didnt respond here with a link/plug to his own website - lol.

      As for a plan personally, and I DO market for a few lawyers

      SEO
      PPC
      Facebook page
      Facebook PPC (ahh yeah)
      Twitter Account
      Youtube videos (Created and optimized)
      Google Local profile for each office (if applicable).

      Theres really alot you can do, and if you get them a few high paying clients there's even more reason for them to pay you more. :-)

      For a law firm I would stay away from coupons. A sophisticated online and offline presence is important. If there has been limited(none) branding, start with the basics.
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      Ry Russell
      Ry@txtwave.com
      txtwave.com

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      • Profile picture of the author Jeff Lenney
        Originally Posted by rytxtwave View Post

        For a law firm I would stay away from coupons. A sophisticated online and offline presence is important. If there has been limited(none) branding, start with the basics.
        I never mentioned coUpons...
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  • Profile picture of the author David Miller
    Note sure why this "person" would copy and paste my post....well...whatever gives some pest a thrill I suppose

    Glad to see that post and hopefully member was removed.
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  • Profile picture of the author abubakar89
    I can offer you something of great value ......

    Add me on skype "abumadni1" or email me at madnijee@gmail.com
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  • Profile picture of the author Maketso
    Drive leads to fresh-looking website. As kaniganj mentioned, what problem/questions does the lead have? Make it easy to find the solution/answers on the home page. Consider having short videos addressing the problem(s)/questions. Also helps establish the attorney's expertise. Have social-proof elements (e.g., customer reviews, testimonials from people just like the lead) on the home page. Each of these are to get the leads engaged with your attorney.
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  • Profile picture of the author bwh1
    OK, to all the great people in here which helped me with this, I owe you an UPDATE.

    First, the BAD News

    I didn't close the contract. I really spend a lot of time and thinking and put all in the presentation I probably could do for them....

    And that was EXACTLY the problem (read below).

    Second, the Good News (It's what I've learned from this)

    The meeting was a bit like

    ME - bla..bla USP, BRANDING, bla..bla ORGANIC TRAFFIC, SECIAL MARKETING, bla..bla SEO AND BACKLINKS.................

    THEM -

    They didn't understood A THING. It was OVERKILL for them and they was actually SCARED about all I told them.

    You know, that's a small law firm with 5 associates, so they would like to get a few new clients.

    What I OFFERED was a full blown web system which would fork in about 6 new clients a WEEK - Totally over their heads....and MY MISTAKE was to not take this into consideration.

    Well, partly my mistake as there was no real briefing, I only had a short written briefing about a few things they like to accomplish (I got this over a website who offers marketing services to prospects for a fix price).

    So what I definitely LEARNED here was...

    1 - NEVER do something like I did without a clear briefing which lays out in details WHAT A CLIENT WANT TO ACHIEVE.

    2 - Don't overkill your prospects with your plan, K.I.S.S is a must and deliver what THEY WANT TO ACHIEVE, and not what YOU WANT TO SELL

    3 - Speak THEIR language. After a few minutes into the discussion I thought that I speak to three monkeys. They looked at me and didn't understood a word.

    If that happens, then I have a tip for you (now I know). STOP the presentation, take off your suit, look them in the eyes and tell them that you "get it" that they don't "get it", and then go back to the root of the problem, telling with a few words that you try to explain that you will setup a system over the Internet which will get them more leads and clients each month.

    And ask them if they really want this, IF THEY ARE READY FOR THIS, and if they say YES, then they should close a starter plan with you NOW so you will not loose time to start to setup THEIR system which takes a lot of time and work (they don't know how much), and if they like the results, then they simply can later upgrade to a higher plan and expect even more new clients...

    it's THAT SIMPLE.

    I missed tho do this. My bad.

    Off course that has to be researched, you have to know their niche and the real potential about where in the world they like to get new business from.

    So I hope I could give at least something back to you with this outcome.

    G.
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  • Profile picture of the author danielkanuck
    Lots of TV ads. Also have them offer a free report along with a free consultation. You could also use the "no fee till we collect" approach. Mix this with PPC marketing, and some organic seo marketing. Make the site geared towards generating a lead, and offer lots of articles on the niche that the lawyer is in.
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    • Profile picture of the author pklx
      With any marketing plan, present something first they can afford first. Start small.

      Remember lawyers love to see their name. Give them something in which their name pops up loud and clear. Then ease them in with some more SEM.
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