Legal Marketing Toolbox
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Overview of the many tools available for marketing a law firm as well as the benefits and drawbacks of each
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Legal Marketing Toolbox
- 1. The Legal Marketing Toolbox A Wide Range of Business Development Tools for Law Firms
- 2. The Legal Marketing Toolbox In legal marketing, there are many tools at your disposal. The pages that follow provide a reference guide as to the benefits and drawbacks of each.
- 3. The Legal Marketing Toolbox • On-Line Marketing • Advertising • Direct Response • Public Relations • Collateral • Business Development
- 4. On-Line Marketing The Firm Web Site Benefits Drawbacks Conveys Firm Image Must Direct Prospects to Site Conveys Information Relatively Inexpensive Can be a Database-Builder A “Must Have”
- 5. On-Line Marketing Search Engine Optimization Benefits Drawbacks High Listings on Directories Time Consuming Generates Click-Throughs May Not Reach High Level Decision Makers
- 6. On-Line Marketing Pay-Per-Click Advertising Benefits Drawbacks Ensures High Visibility on Search Engines High Placement Can Be Expensive You Set the Budget May Not Reach High Level Decision Makers Can be Highly Targeted Geographically
- 7. On-Line Marketing Banner Ads Benefits Drawbacks Additional Visibility at Targeted Sites Usually Expensive Additional Click-Through Option
- 8. On-Line Marketing Blogs Benefits Drawbacks Conveys Expertise Time-Consuming Relatively Inexpensive Competitive Clutter Can Develop a Following
- 9. On-Line Marketing eNewsletters Benefits Drawbacks Good Continuity/Maintenance Vehicle E-Mail Addresses Possibly Difficult to Obtain Conveys Expertise Low “Open” Rates Inexpensive Competitive Clutter Builds Database
- 10. On-Line Marketing E-Mail Blasts Benefits Drawbacks “Announcement” or Promotional Vehicle E-Mail Addresses Possibly Difficult to Obtain Inexpensive Low “Open” Rates Can Build Database Competitive Clutter Must Comply with Spamming Regulations Also Noted Under Direct Response
- 11. On-Line Marketing Webinars Benefits Drawbacks Highly Targeted Number of Attendees is Uncertain Allows Interface Must Be Promoted Conveys Expertise No Interface Interaction Can Be Publicized Impersonal Allows for Anonymous Attendance Can Be Dull Relatively Inexpensive High Tech Approach Can Be Archived Builds Database
- 12. On-Line Marketing Webinars Benefits Drawbacks Highly Targeted Number of Attendees is Uncertain Allows Interface Must Be Promoted Conveys Expertise No Interface Interaction Can Be Publicized Impersonal Allows for Anonymous Attendance Relatively Inexpensive High Tech Approach Can Be Archived Builds Database
- 13. On-Line Marketing Social Media Benefits Drawbacks Some Degree of Interactivity Time Consuming Continuity Limited message Delivery Inexpensive May Attract Unqualified Prospects Conveys Expertise Reflects “Cutting Edge” Approach Interconnects Many People Builds Database Can Be Highly Targeted
- 14. Advertising Newspapers Benefits Drawbacks Excellent for Promoting Events Short Shelf Life Local Business Visibility (i.e., Business section) Requires Frequency Expensive
- 15. Advertising Consumer Magazines Benefits Drawbacks Image-Building Requires Frequency Identification with Community (Local Pubs.) Expensive Potential for Recognition (e.g., Articles, Best Lawyers, etc.) Competitive Clutter Relatively Long Shelf Life Generates high levels of “Reach”
- 16. Advertising Trade Publications Benefits Drawbacks Image-Building Requires Frequency Potential for Article Placement Expensive Merchandising Opportunities (On- line and Off-line) Potentially Decreasing Readership Numbers Highly Targeted
- 17. Advertising Opportunistic/Sponsorships Benefits Drawbacks Visibility Within a Defined Community No Mass Visibility Affiliation with a Cause or Group Competitive Clutter Does Not Require Frequency/Less Expensive May Require a Cumulative Effect Tie to Specific Topic/ Area of the Law
- 18. Advertising Broadcast Television Benefits Drawbacks High Visibility Suitable Only for Specific Kinds of Law Practices (e.g., PI) Mass Reach Very Expensive General Public Oriented
- 19. Advertising Cable Television Benefits Drawbacks High Visibility Suitable Only for Specific Kinds of Law Practices (e.g., PI, Family) Used to reaches a targeted segment of the population frequently Expensive Limited “reach capabilities vs. mass audience
- 20. Advertising Radio Benefits Drawbacks Excellent for Targeting Specific General Public or Business Segments Can Be Expensive Generates “Frequency” of Exposure Most Stations Have Limited Reach Potential
- 21. Advertising Out of Home Media (e.g., Billboards) Benefits Drawbacks Geographical Targeting Limited Message Space Good for Augmenting an Existing Message Typically Requires Time (at least 6 months) in Order to be Effective Oriented Towards the General Public Sometimes Viewed as a Downscale Medium Not Usually Useful for B2B
- 22. Direct Response Direct Mail Benefits Drawbacks Highly Targeted Expensive on a Per Person Basis Measurable Mail Often Screened More Space for Message Delivery Competitive Clutter Builds Database
- 23. Direct Response E-Mail Blasts Benefits Drawbacks Highly Targeted Expensive on a Per Person Basis Measurable Mail Often Screened More Space for Message Delivery Competitive Clutter Builds Database Also Noted Under On-Line Marketing
- 24. Public Relations Seminars/Presentations Benefits Drawbacks Highly Targeted Time Commitment Allows Interface Number of Attendees is Uncertain Conveys Expertise Must Incur Expenses for Promotion Can Be Publicized/Promoted Builds Database
- 25. Public Relations Press Releases Benefits Drawbacks Used for Announcements/News Limited Control Over Placement Generates Awareness (when disseminated on an ongoing basis) Not Generally a Business Generator Unto Itself Inexpensive
- 26. Public Relations Feature Articles Benefits Drawbacks High Visibility Limited Control Over Placement Conveys Expertise Can be Time-Consuming Adds to Credentials Inexpensive Potential for Reprints
- 27. Public Relations Broadcast Interviews Benefits Drawbacks Very High Visibility Limited Control Over Placement Conveys Expertise Limited Opportunities for B2B Placement Adds to Credentials Inexpensive
- 28. Public Relations Press Conferences Benefits Drawbacks Highlights a Specific Case/News Event Media Attendance May Be Uncertain Provides Opportunity to Offer Expert Opinion Limited Control Over Questions and Perceptions Potential to Sway Public Opinion
- 29. Public Relations Special Events (e.g., Parties, Wine Tastings) Benefits Drawbacks High Visibility Significant Time Highly Targeted Expensive (Logistics & Promotion) Can Convey Affiliation with Group/Cause Number of Attendees is Uncertain Promotes Goodwill Can Convey Expertise Interface Builds Database
- 30. Collateral Materials Firm Brochure Benefits Drawbacks Sales Conversion Tool Not a Lead Generator Represents Firm in Attorney’s Absence Conveying Quality can be Expensive Presents Firm Image, Services, Qualities
- 31. Collateral Materials Expert Brochures Benefits Drawbacks Conveys Expertise Some Expense Can Be Publicized/Promoted Do Not Directly Sell Firm Services Shows Goodwill Via Free Information Many Ways to Disseminate Can be Used to Build Database
- 32. Collateral Materials Newsletters Benefits Drawbacks Good Continuity/Maintenance Vehicle Expensive Conveys Expertise Time Consuming Excellent Cross-Promotional Tool for Highlighting Multiplicity of Firm Practice Areas/Service Offerings Mail Clutter
- 33. Collateral Materials Self-Published Books Benefits Drawbacks Conveys Expertise/Gravitas Expensive Can Be Used to Build Database Time Intensive Good as Giveaway/Incentive Not as Credible as Traditionally Published Books
- 34. Collateral Materials Trade Show Exhibits Benefits Drawbacks Interpersonal Expensive Generates Awareness Amongst General Public or Within Specific Business/Legal Community Time Consuming Builds Database Competitive Clutter
- 35. Business Development Personal Networking Benefits Drawbacks Irreplaceable as an Interactive Activity Can Be Expensive Prospects Get To Know You Time Consuming Requires Skill/Training