Marketing strategies vary and many tried and true techniques have lost their potency because of changing technologies. Keeping up with the times is necessary. Attracting more clients always seems to be the name of the game and with the power of the Internet, many lawyers find that integrating RSS feeds into their blogs is yet another way of connecting with the public.

Recent surveys show more and more businesses are implementing or plan to implement RSS feeds as part of their lawyer marketing strategy. This is because syndication tools are becoming ubiquitous. This seems appropriate because of the utility of RSS feeds and how easy they are to use.

Ease of use. RSS feeds make it much easier for internet users to follow updates in multiple venues. This Meta tool saves time for the hungry information junky, allowing them to bypass what they have already seen and go right to the new. RSS (XML and Atom as well) add functionality to information by allowing users to access it not only by visiting the blog itself, but through feed readers, portals or email.

Ease of implementation. Many blogging platforms come prepackaged with RSS capability. For those that do not, there are free tools like Feed burner available that create RSS feeds in a matter of seconds. It is a simple process after that to integrate it into the blog with the use of ‘chick lets’ or button with the RSS feed logo on it.

Provoking interest. Although tools like RSS help syndicate information, they do little to bolster content. Content still reigns king and there is no replacement for good quality, interesting content. Content like stories that relate to cases, general guides, interesting factoids, or debunking common legal misconceptions help build a following.

RSS and other similar tools are modern-day word-of-mouth. Integrating feeds into a firm’s blog will definitely spread the word and may increase traffic. Getting the word out there definitely can’t hurt and with feeds being as simple as they are to implement, why not?

For more information on lawyer advertising, law firm marketing in Canada, you may want to check out lawyerahead.ca.

Social media forums are growing rapidly. Millions of internet users have accounts with sites like LinkedIn, Facebook, Twitter, and Youtube, dedicating many hours of week to attend to and build their networks. It is a logical step for lawyers to start using these free sites to market his or her law firm.

Many Lawyers have a website as a formality. These sites tend to go into little depth about the firm, usually with brief blurbs about their history and contact information. In turn, these sites shortchange the firm of potential business. By utilizing social networking sites like Facebook and LawyerAhead, a lawyer connects with millions of potential clients.

Rex Gradeless is a prime example of social media’s potential. Rex is a third-year law student at the St. Louis school of Law. After joining Twitter in November 2008, Rex built his following to six thousand in two months. He attributes his following to his daily link sharing to those that follow him. The potential benefits of social media are shown by what Rex said during an interview with LexBlog. “I send about 15-20 useful, or interesting, links a day to those following me. These links range from topics including (but not limited to) social media, web 2.0 technologies, lawyer tech tips and legal marketing with social media. From there, I began to talk with those in the legal community and build relationships. People enjoyed my links so much that I quickly gained, and have maintained, a substantial following in the legal community.” To date, Rex7, Rex Gradeless’ username, has over ten thousand followers.

Although many will not find their following grow as quickly as Rex’s, Twitter is catching on like wildfire. They say when you first try it you will not get it. Twitter is a mixture of blogging and text messaging, limiting posts to 140 characters. This is still in its infancy yet many people are “getting it” and growing Twitter by leaps and bounds. One would be tempted to cop out and create a generic “firm” Twitter account, but in Smashing Magazine’s article, “8 Useful Tips to Become Successful with Twitter”, Paul Boag makes it clear that you need to keep it personal.

The speed at which one is able to build relationships and connections with the use of these sites is remarkable. As it stands, LinkedIn has 30 million users, Facebook gets 132 million unique visitors per month, Twitter is the fastest growing social network, and Youtube is the second largest search engine. All of these comprehensive services are excellent ways to get a lawyer’s name and the name of her firm out there. 

Learn more about Lawyer Ahead Inc.’s social networking features and see how you can reach many potential clients.

When advertising online, many lawyers are beginning to use video. The internet has evolved to the point where video is in the forefront in part because of broadband connections becoming ubiquitous. Not even ten years ago, the idea of loading your website full of streaming videos that required high-bandwidth connections was preposterous, but as we have seen with Youtube and its competitors, video is now the status quo. And as some are finding out, utilizing this medium to advertise legal services works because it allows you to showcase the way you present yourself, connect better with viewers, and ultimately grow your business.

Online video feeds may be a new phenomenon, but lawyers have been using videos for years to advertise their law firm with television spots. By using video, you allow people to see the way you handle yourself. Unlike words, which are limited to effective word play, video allows you to exhibit your body language, mannerisms, inflections, and intonations as well which are all important parts of clarifying your message. These also tend to be important factors when litigating, and are selling points to prospective clients.

Connecting with clients has always been an essential part of the process. Online video allows a lawyer to send a more personalized message to visitors. You cannot smile with words. The use of video technologies sends a message to clients that this firm is successful and on the cutting edge of what is happening.

Online video is a way of separating yourself from the pack. There are tons of advertisements for firms in the phone book, a litany of commercial spots on television, and a plethora of other ways lawyers use to advertise themselves. Streaming video is a way to differentiate your firm from the herd.

Times have definitely changed. As one firm reports, they used to get about a four or five times return on their phonebook advertising. Now it is down to a $1.25 return on every dollar spent. However, after instituting streaming video to their website, they have seen a six or seven-fold return on their investment. Once again proving that video is a viable and fiscally sound form of advertising.

Video advertising to your potential client base is available with LawyerAhead Inc.  To learn more send an email to advertise@lawyerahead.com .

We have all seen lawyers on television promising the world at low, low fees. These and other ethical affronts hurt firms in the end. The good name lawyers have developed for themselves over the years (illustrated by thousands of lawyer jokes) makes it not only important, but also necessary to be ethical when advertising your firm.

In regards to advertising, the Canadian Bar Association states “Lawyer should make legal services available to the public in an efficient and convenient manner that will command respect and confidence, and by means that are compatible with the integrity, independence and effectiveness of the profession.” Many times, an advertisement is a client’s first impression of a law firm and being ethical from the beginning is important. The basic intentions of advertising are clear-cut but seem to get lost in the fold at times. Mainly, you want to get your name out there, inform people about your “product” (legal services), and explain how you can deliver good results. Name recognition is important but how reputable that name appears is important as well. As tempting as it may be, it is important not to overpromise results or misrepresent past victories. Using these tactics lowers the industry as a whole and breeds false expectations in clients. Although doing this may get clients in the door, it tends to eliminate the potential for long-term representation opportunities and referrals which are both key to success.

As many in business know, repeat customers and word of mouth advertising are vital to growth. Unethical advertising breeds mistrust and future disappointment. Being straight with clients and realistic about costs, expected settlements, and time in court creates a base for clients to build trust. When you say “free” mean it. “Free” consultations charged later through added fees or billing manipulation are not free and may be quite costly when it comes to reputation.

Being ethical when advertising and in practice creates a standard higher than designated by law. A lawyer benefits in the long run by staying clear of unethical practices. They eliminate the chance of lawsuits stemming from false advertising or misrepresenting themselves, which of course can cripple a firm. They increase their clientele through word of mouth and repeat business all the while maintaining a strong reputation. Most importantly, clients deserve a little honesty from their attorneys so why not give it to them.

Corri Fetman has brought a new degree of infamy to divorce law, and to her firm. A series of billboard promoting the firm Fetman, Garland & Associates Ltd., including one featuring Corri Fetman personally, have made quiet the splash in Chicago since they went up in April of 2007. The boards featured the tagline, “Life’s Short. Get a divorce.” Accompanied by risqué photos, the ads caused quite a stir, upsetting feminists, fellow lawyers, and community members.

John Ducanto, former president of the American Academy of Matrimonial Lawyers, called the signs “grotesque,” and “undignified and offensive.” Ducanto was so outraged by the ads that he asked the Attorney Registration and Disciplinary Committee of the Supreme Court of Illinois to sanction Fetman. The billboards were taken down thanks to action by 42nd Ward Alderman Burton Natarus, because Fetman had failed to apply for the appropriate permits.

Fetman, however, sees no problem with the signs, which initially went up in April of 2007. Indeed, a second batch, now featuring the tagline “Take Control. Get a Divorce,” are now displayed throughout Chicago. However, not only has Fetman put up these ads: She stars in them! Fetman is the woman in these ads, and the man accompanying her is her “personal trainer.” (No, Really).

Fetman has also, as of January 2008, appeared in Playboy Magazine, and begun writing a column titled the “Lawyer of Love” for the infamous men’s magazine. Fetman’s work with Playboy has drawn a good deal of criticism, but she stands by her decision, stating that she “shouldn’t be punished for having brains and a body.”

“It was the best time I ever had with my clothes on or off. This was a once-in-a- lifetime opportunity to pose for the premiere men’s magazine in the world,” Fetman says of the photo shoot for Playboy. The ads, which created quite a bit of stir initially, have caused significantly more attention for her firm. And while the first set drew the ire of the community, the second set, now with correct permits, have been able to stay up.

While Fetman may have caused quiet a stir, it remains that divorce in the United States has been declining since 1970. The divorce rate is still between 40 and 45 per cent in the US, (while only 37% of Canadian couples are likely to divorce, as of 2004) and Fetman’s firm is just another trying to capitalize on this particular phenomenon. While her ads and antics may make her colleagues wince, Fetman may take as much pleasure as she’d like in flaunting her body to advertise her completely-unrelated legal skills.

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