How to Market Your Law PracticeLike Lady GagaPresented by Larry BodineEditor in Chief, Lawyers.com                        ...
Larry Bodine                        Editor-in-Chief, Lawyers.com                        Chicago, Illinois                 ...
http://Blogs.Lawyers.com 3 Million Unique Visitors per Month 3   Missouri Bar Solo Small Law conference   June 8, 2012
WTF?!4   How to Market Your Law Practice Like Lady Gaga   June 8, 2012
How does pop music = Law Practice• Will you have to wear see-  through bubbles?• Will you need to wear 11-inch  heels?• Wi...
LegalZoom’s War on GPs and Solos• Filed IPO to raise $120 million• 500,000 orders placed on their   website in 2011.“Attor...
LegalZoom’s War on GPs and Solos• If LegalZoom hasn’t founda form to replace you yet,they are working on it.• GPs and solo...
How does Lady Gaga measure success?• 23 million albums , 81 million singles  worldwide• Forbes Most Powerful Woman in the ...
9   How to Market Your Law Practice Like Lady Gaga   June 8, 2012
Lady Gaga is A Business•    Grossed $90 million in 2011 - Forbes•    Integrated entertainment, promotion     and performan...
Has a targeted Marketing Strategy•    Vision to combine glam rock with simple     melodies•    Image is orchestrated even ...
Clear USP: Railroad Injury Cases• Target: railroad  workers: engineers,  conductors,  switchmen• Lawyers Weekly,  "Small F...
Lady Gaga is all about What’s NewA Japanese shoe designerhas become a pop divasfavorite by taking geishaand making it Gaga...
Lady Gaga is all about What’s New14    How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Has talent and Built on It                                                         •    Began playing the piano at the    ...
Find your talent and Build on ItClients want specialists,not generalists• Where do you get the bestresults? Divorce? Emplo...
Improved on Proven Success17   How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Dress Distinctively 18   How to Market Your Law Practice Like Lady Gaga   June 8, 2012
Short and Memorable NameOriginal name: Stefani GermanottaRenamed after the Queen song "Radio Ga Ga”• Lathrop & Gage – LaGa...
Short and Memorable Name•    Monsees, Miller, Mayer, Presley, Amick                               Mo Mi Ma•    Bartimus, F...
Lady Gaga Talks to the News Media21    How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Pick a Constituency and Stick up for itThe Manifesto of Little Monsters•    “So, the real truth     about Lady Gaga fans  ...
Stand up for a ConstituencyWho is your constituency?Parents contemplating a divorce?Patients who got cancer from defective...
Pursue a Target MarketLatinos - 26% ofPopulation.Compared to the generalpopulation:• Text more• Watch online video more• O...
Hola!25   How Consumers Find Lawyers   June 8, 2012
Gaga is Marketing Online26    How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Available in multiple formatsGaga: TV, magazines, in-person      concerts, YouTube, CDs,      downloadable files, radioLaw...
Where Consumers look for legal services1. Search engines2. Online directories3. Law firm websites                   3 out ...
Search Engines Used                                                                STEPS IN THE PROCESS                   ...
Social Media Used At Each Point In Process                                                                STEPS IN THE PRO...
Online Directories     One out of 10 consumer clients     hired an attorney or firm     they found on Lawyers.com • Online...
3 Million Unique Visitors per Month1 Million Lawyer Profiles 32   How Consumers Find Lawyers      June 8, 2012
Gets good Reviews33   How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Actively courts Bloggers                                                       Subscribe at                               ...
Active on Twitter35    How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Active on Twitter36    How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Use Social Media to stand out in a crowd. Lady Gaga:                                                                      ...
LexisNexis Social Media Visibility38    How to Market Your Law Practice Like Lady Gaga   April 25, 2012
Actively promotes on YouTube 39   How to Market Your Law Practice Like Lady Gaga   June 8, 2012
To get a copy of the slides                         Larry Bodine                         Editor-in-Chief,                 ...
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How to market your law practice like lady gaga

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How to market your law practice like lady gaga

  1. 1. How to Market Your Law PracticeLike Lady GagaPresented by Larry BodineEditor in Chief, Lawyers.com June 28, 2012
  2. 2. Larry Bodine Editor-in-Chief, Lawyers.com Chicago, Illinois Larry.Bodine@LexisNexis.com Phone: 630.942.09772 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  3. 3. http://Blogs.Lawyers.com 3 Million Unique Visitors per Month 3 Missouri Bar Solo Small Law conference June 8, 2012
  4. 4. WTF?!4 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  5. 5. How does pop music = Law Practice• Will you have to wear see- through bubbles?• Will you need to wear 11-inch heels?• Will you need to shoot sparks from your chest? 5 Title name goes here June 8, 2012
  6. 6. LegalZoom’s War on GPs and Solos• Filed IPO to raise $120 million• 500,000 orders placed on their website in 2011.“Attorneys are frequently unable topredict the time required to address aclients legal matter… This can beparticularly true of generalist attorneysthat offer many disparate legal services tomembers of their local communities.” 6 Title name goes here June 8, 2012
  7. 7. LegalZoom’s War on GPs and Solos• If LegalZoom hasn’t founda form to replace you yet,they are working on it.• GPs and solos must fight back – with marketing.• You must focus on practices that require judgment,experience and counseling – and market them to clients.• Use Lady Gaga’s proven techniques to distinguish yourself, get noticed in the marketplace and build a fan base of clients who return to again and again. 7 Title name goes here June 8, 2012
  8. 8. How does Lady Gaga measure success?• 23 million albums , 81 million singles worldwide• Forbes Most Powerful Woman in the World 2011• Time magazine -- one of the most influential people in the world• 5 Grammy awards• 13 MTV Video Music Awards How to Market Your Law Practice Like Lady 8 June 8, 2012 Gaga
  9. 9. 9 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  10. 10. Lady Gaga is A Business• Grossed $90 million in 2011 - Forbes• Integrated entertainment, promotion and performance company• Haus of Gaga fashion design• GLAM lipstick and lip gloss• Profiled in The Economist, Wall Street Journal, Smart Money• CEO is age 2610 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  11. 11. Has a targeted Marketing Strategy• Vision to combine glam rock with simple melodies• Image is orchestrated even though it’s personal• Appeal to core of admirers – anyone who doesn’t fit inWhat is your unique selling proposition?11 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  12. 12. Clear USP: Railroad Injury Cases• Target: railroad workers: engineers, conductors, switchmen• Lawyers Weekly, "Small Firm Rides String of Victories in Railroad Cases.” 12 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  13. 13. Lady Gaga is all about What’s NewA Japanese shoe designerhas become a pop divasfavorite by taking geishaand making it Gaga.13 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  14. 14. Lady Gaga is all about What’s New14 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  15. 15. Has talent and Built on It • Began playing the piano at the age of 4 • Wrote first song ballad at 13 • Started to perform at open mike nights at 14 • Dropped out of NYU at 19 to start own band in New York City • Invited to play at the Lollapalooza music festival at 21 • First hit album The Fame at 2215 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  16. 16. Find your talent and Build on ItClients want specialists,not generalists• Where do you get the bestresults? Divorce? Employment? Litigation?• Of all the things you do, what are you especially good at?Oral argument? Drafting? Negotiating?• What comes naturally to you? Networking? Seminars? Articles? Social media?Market one thing in particular 16 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  17. 17. Improved on Proven Success17 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  18. 18. Dress Distinctively 18 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  19. 19. Short and Memorable NameOriginal name: Stefani GermanottaRenamed after the Queen song "Radio Ga Ga”• Lathrop & Gage – LaGa• Blackwell Sanders Matheny Weary & Lombard – Black• Thompson Coburn – ThomCo Sand• Armstrong, Teasdale, Schlafly & Davis – ArmTea• Husch & Eppenberger HuschBerger• Bryan Cave B-Cave19 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  20. 20. Short and Memorable Name• Monsees, Miller, Mayer, Presley, Amick Mo Mi Ma• Bartimus, Frickleton, Robertson & Gorny Bartickleton• Simmons Browder Gianaris Angelides & Barnerd SB GAB SimBrow The Simmons Firm20 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  21. 21. Lady Gaga Talks to the News Media21 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  22. 22. Pick a Constituency and Stick up for itThe Manifesto of Little Monsters• “So, the real truth about Lady Gaga fans lies in this sentiment: They are the kings. They are the queens. They write the history of the kingdom, while I am something of a devoted Jester.” 22 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  23. 23. Stand up for a ConstituencyWho is your constituency?Parents contemplating a divorce?Patients who got cancer from defective drugs?Drivers injured at a dangerous intersections? 23 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  24. 24. Pursue a Target MarketLatinos - 26% ofPopulation.Compared to the generalpopulation:• Text more• Watch online video more• Own Internet-connected cell phones• Use social media more Reach Latinos with soccer and humor 24 How Consumers Find Lawyers June 8, 2012
  25. 25. Hola!25 How Consumers Find Lawyers June 8, 2012
  26. 26. Gaga is Marketing Online26 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  27. 27. Available in multiple formatsGaga: TV, magazines, in-person concerts, YouTube, CDs, downloadable files, radioLawyers: Webinar webcast, speaking engagement, podcast, in-person networking, YouTube videos, virtual law practice, Facebook, Twitter, LinkedIn 27 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  28. 28. Where Consumers look for legal services1. Search engines2. Online directories3. Law firm websites 3 out of 4 consumers seeking an attorney over the past year used online resources at some point in the process.** Based on survey respondents of internet users (internet users comprise 78% of the US adult population**) conducted byThe Research Intelligence Group, March 2012. ** According to The Pew Research Centers Internet & American Life ProjectsSpring Tracking Survey conducted April 26-May 22,201128 Social Media Strategies for Small Law Firms April 25, 2012
  29. 29. Search Engines Used STEPS IN THE PROCESS Gather information Sought Attorney Past Year about my legal issue/case Find a Lawyer Validate a Lawyer Select LawyerSPECIFIC SEARCH ENGINES USED Significantly higher than all others within column How Consumers Find Lawyers
  30. 30. Social Media Used At Each Point In Process STEPS IN THE PROCESS Gather information Sought Attorney Past Year about my legal issue/case Find a Lawyer Validate a Lawyer Select LawyerSPECIFIC SOCIAL MEDIA SITES USED Significantly higher than all others within column How Consumers Find Lawyers
  31. 31. Online Directories One out of 10 consumer clients hired an attorney or firm they found on Lawyers.com • Online directories were about equally used for gathering information and finding a lawyer. • Lawyers.com is the #1 most-used online directory at each phase of the attorney selection process.31 How Consumers Find Lawyers June 8, 2012
  32. 32. 3 Million Unique Visitors per Month1 Million Lawyer Profiles 32 How Consumers Find Lawyers June 8, 2012
  33. 33. Gets good Reviews33 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  34. 34. Actively courts Bloggers Subscribe at http://bit.ly/MissouriBar34 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  35. 35. Active on Twitter35 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  36. 36. Active on Twitter36 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  37. 37. Use Social Media to stand out in a crowd. Lady Gaga: • Facebook page has over 46 million ‘likes’ • #1 on Twitter with more than 24 million followers37 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  38. 38. LexisNexis Social Media Visibility38 How to Market Your Law Practice Like Lady Gaga April 25, 2012
  39. 39. Actively promotes on YouTube 39 How to Market Your Law Practice Like Lady Gaga June 8, 2012
  40. 40. To get a copy of the slides Larry Bodine Editor-in-Chief, Larry.Bodine@LexisNexis.com Phone: 630.942.0977 Visit www.Slideshare.com Happy Hunting!40 How to Market Your Law Practice Like Lady Gaga June 8, 2012

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