8. • 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)
Virtual Only
9. • 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
Hybrid: Adding a Virtual Component
to a Brick & Mortar Firm
11. • State & local bar assoc.
• Pro-bono opportunities
• Trade Conferences & meetings
• Legal Conferences & meetings
Traditional
12. • 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
Create an Online Brand
13. • 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
Website
14. • 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
Blogging
15. • Create a community around your
blog
• Use subscription tools (email, RSS
feeds, share buttons)
• Syndicate your blog posts
Social Networking
16. • 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 Twitter, LinkedIn,
Facebook & Google+
18. • 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
Other Online Exposure
19. • 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
As You Develop Your
Expertise
