How to market your law practice like lady gaga
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This was presented at the Missouri Bar Solo & Small Firm Conference.
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How to market your law practice like lady gaga
- 1. How to Market Your Law Practice Like Lady Gaga Presented by Larry Bodine Editor in Chief, Lawyers.com June 28, 2012
- 2. Larry Bodine Editor-in-Chief, Lawyers.com Chicago, Illinois Larry.Bodine@LexisNexis.com Phone: 630.942.0977 2 How to Market Your Law Practice Like Lady Gaga June 8, 2012
- 3. http://Blogs.Lawyers.com 3 Million Unique Visitors per Month 3 Missouri Bar Solo Small Law conference June 8, 2012
- 4. WTF?! 4 How to Market Your Law Practice Like Lady Gaga June 8, 2012
- 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. 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 to predict the time required to address a client's legal matter… This can be particularly true of generalist attorneys that offer many disparate legal services to members of their local communities.” 6 Title name goes here June 8, 2012
- 7. LegalZoom’s War on GPs and Solos • If LegalZoom hasn’t found a 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. 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 How to Market Your Law Practice Like Lady Gaga June 8, 2012
- 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 26 10 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 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 in What is your unique selling proposition? 11 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 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. Lady Gaga is all about What’s New A Japanese shoe designer has become a pop diva's favorite by taking geisha and making it Gaga. 13 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 14. Lady Gaga is all about What’s New 14 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 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 22 15 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 16. Find your talent and Build on It Clients want specialists, not generalists • Where do you get the best results? 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. Improved on Proven Success 17 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 18. Dress Distinctively 18 How to Market Your Law Practice Like Lady Gaga June 8, 2012
- 19. Short and Memorable Name Original name: Stefani Germanotta Renamed 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-Cave 19 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 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 Firm 20 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 21. Lady Gaga Talks to the News Media 21 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 22. Pick a Constituency and Stick up for it The 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. Stand up for a Constituency Who 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. Pursue a Target Market Latinos - 26% of Population. Compared to the general population: • 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. Hola! 25 How Consumers Find Lawyers June 8, 2012
- 26. Gaga is Marketing Online 26 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 27. Available in multiple formats Gaga: TV, magazines, in-person concerts, YouTube, CDs, downloadable files, radio Lawyers: 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. Where Consumers look for legal services 1. Search engines 2. Online directories 3. 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 by The Research Intelligence Group, March 2012. ** According to The Pew Research Center's Internet & American Life Project's Spring Tracking Survey conducted April 26-May 22,2011 28 Social Media Strategies for Small Law Firms April 25, 2012
- 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 Lawyer SPECIFIC SEARCH ENGINES USED Significantly higher than all others within column How Consumers Find Lawyers
- 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 Lawyer SPECIFIC SOCIAL MEDIA SITES USED Significantly higher than all others within column How Consumers Find Lawyers
- 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. 3 Million Unique Visitors per Month 1 Million Lawyer Profiles 32 How Consumers Find Lawyers June 8, 2012
- 33. Gets good Reviews 33 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 34. Actively courts Bloggers Subscribe at http://bit.ly/MissouriBar 34 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 35. Active on Twitter 35 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 36. Active on Twitter 36 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 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 followers 37 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 38. LexisNexis Social Media Visibility 38 How to Market Your Law Practice Like Lady Gaga April 25, 2012
- 39. Actively promotes on YouTube 39 How to Market Your Law Practice Like Lady Gaga June 8, 2012
- 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
Editor's Notes
- Most fun speech topic I’ve ever researched
- Age 26One of top selling music artists of all time
- Achieving the highest marketing success there is, the May 20 season finale of The Simpsons was an episode about Lady Gaga coming to Springfield.
- Writes tweets herselfProduces glam rock – a la David BowieDraws from Michael Jackson, Blondie, QueenAndy Warhol-- which practice do you want to grow-- what geography -- who is your target demographic
- http://www.truckaccidentlawyermissouri.com/Updated every 2-3 days
- http://www.truckaccidentlawyermissouri.com/Updated every 2-3 days
- -- Who is the most successful lawyer in your county? In your firm?What did they do to become well-known?What techniques can you borrow? What can you do better?
- Wait – I’ve seen this act before. Blonde, racy, in your face, lost of costume changes and hunky dancers, dance music. It’s Madonna! No wait. Madonna is old. She’s so old, she was the halftime entertainment in the Superbowl. Las Vegas is next for her.Lady Gaga took Madonna’s formula and improved on it. Even wackier outfits, even sexier pictures, -- Who is the most successful lawyer in your county? In your firm? Find a role model you aspire to be.What did they do to become well-known?What techniques can you borrow? What can you do better?
- She’s not being outrageous for her line of work. She is dressing to be noticed appropriately. Do you think Elton John is going to say, “Oh Lady Gaga, you’re too outrageous!”
- -- Who is the most successful lawyer in your county? In your firm?What did they do to become well-known?What techniques can you borrow? What can you do better?
- -- Who is the most successful lawyer in your county? In your firm?What did they do to become well-known?What techniques can you borrow? What can you do better?
- Talk to the press – we cover verdicts and legal trendsLearn to popularize your brandAnnounce verdicts, write case histories, comment on trends
- -- Who is your constituency?Parents contemplating a divorcePatients who got cancer from defective drugs?Drivers injured at a dangerous intersections?
- Packaging makes all the difference Gaga is packaged and designed with great care and verve – Haus of Gaga designs all her clothes and stage performances We offer website design, SEO, social media marketing, video marketing, lawyer blogs. Your website should be your most effective tool for attracting new clients. Combining superior law firm website design with built-in search engine optimization (SEO), a LexisNexis Web Visibility Solution will ensure the right prospects find and visit your law firm’s website. Once there, more of these visitors will contact your firm, driven by design features based on how legal consumers really search and shop online today.We provide Free Website Evaluations. Compare your site withcompetitors’, evaluate whether your siteuses the latest best practices, and learn how you can better generate more high quality leads from your site.
- When done right, by combining personalized observation with facts and insights, social networking is a living, detailed calling card that represents lawyers and the firm to the world. The social media world can seem so big that it’s intimidating, but if you focus on a few key tools you’ll find that social media delivers big results. Facebook allows you to converse directly with your firm’s “fans” and build a network of followers through their contacts.Twitter can optimize the search engine ranking of your firm’s website through brief, quick posts, keeping you in the public eye.LinkedIn is the most relevant online marketing tool for law firms because it is client-focused. If you want to market services to Realtors, for example, you can look at the users linked to you and to others and readily identify any number of potential contacts. This is networking without boundaries, a “one degree of separation” interaction.Blogging increases your search engine ranking and lets you build audiences around the practice skills you want to mention.
- When done right, by combining personalized observation with facts and insights, social networking is a living, detailed calling card that represents lawyers and the firm to the world. The social media world can seem so big that it’s intimidating, but if you focus on a few key tools you’ll find that social media delivers big results. Facebook allows you to converse directly with your firm’s “fans” and build a network of followers through their contacts.Twitter can optimize the search engine ranking of your firm’s website through brief, quick posts, keeping you in the public eye.LinkedIn is the most relevant online marketing tool for law firms because it is client-focused. If you want to market services to Realtors, for example, you can look at the users linked to you and to others and readily identify any number of potential contacts. This is networking without boundaries, a “one degree of separation” interaction.Blogging increases your search engine ranking and lets you build audiences around the practice skills you want to mention.
- Ratings are very important – think of Angie’s list for roofers, think of Yelp for restaurrants and Lawyers.com for lawyer rtaings.If you havent gotten your peer review rating, start work on it on Monday. If you haven’t gotten client ratings start on that too. These are the kind of ratingns that make a difference.One out of ten consumers who hired a lawyer in the last year went online and ultimatley found one on Lawyers.com. Lawyers.com gets 3 million visitors from consumers per month. No one else can match that. So forget about Best Lawyers, SuperLawyers, Leading Lawyers and all the smaller listing services and used the one that will produce new files.
- In first six months of 2008 secured 50 interviewsContacted an entire list of music bloggers
- Leveraging social media in a meaningful way can enhance your law firm website’s ability to generate new business, at a time when more consumers than ever are turning to these channels. Combining engaging content with enhanced distribution, LexisNexis provides a line of social media and blogging solutions that deliver a complete social media platform, designed with small law firms and solo practitioners in mind. Based upon your personality, preferences, and area of expertise, our award-winning web designers will develop your blog site. Our writers will then produce quality content weekly, accessible from an easy-to-use Content Management System for approving, editing and posting in real-time, ensuring you maintain full control at all times.In addition, we provide automatic publishing to the polished social media profiles we design (Facebook®, Twitter®, LinkedIn®, and JD Supra®) for maximum online exposure.
- Gaga has 2.1 billion combined views of all her videos onlineThink about it: motion, sound and images effectively communicate what you doLDC has more than 500 videos we created on our YouTube channelGotten lawyers more than 100,000 views