Marketing for Attorneys, Marketing for Law Firms, and Marketing for Lawyers

How Should Lawyers Be Using iPads?

Bentley Tolk — Fri, 13 Jan 2012 05:56:22 +0000

Lawyers should be using iPads primarily for "content consumption," rather than "content creation." While I was Rome, Italy this past summer, I was stunned to find a restaurant that uses iPads as digital menus. The restaurant was tucked away in a residential neighborhood, far away from areas frequented by tourists. My parents had recommended the restaurant, and we were the only Americans there. The restaurant had developed its own app for ordering food, complete with photos of all of the menu items. Both my kids and I were extremely impressed that the restaurant would hand us an iPad 2, have us enter our own selections on the app, then hand the iPad 2 back to our waitress. The food turned out to be excellent, complementing the authentic ambiance and technical savvy of the restaurant. We enjoyed the restaurant so much that we ended up eating there twice during the trip.

I had thought that the restaurant in Rome was simply part of a new trend, and that upon my return to the U.S., I would find that many restaurants were using iPads as their menus. However, I have not found any other restaurants that use iPads as their menus. Have you?

I had brought my iPad 2 with me to Rome, instead of my laptop. It was great to be free from carrying around my laptop in the airport and on the planes that we took. My iPad was great for checking and responding to emails. We even used an iPad to watch the movie Angels and Demons during a couple of evenings, then to see subsequently the actual churches in Rome portrayed in the film. Yet for composing long emails (despite having my external keyboard), drafting documents, retrieving documents, and easily categorizing and filing my emails in my law firm's cloud-based document management system, the iPad was not ideal.

When I am not out of the office, I primarily use my iPad to watch marketing-related or other educational videos. I must confess that when I am brushing my teeth at night, I generally have a video of a webinar running on my iPad. For me, the greatest utility of the iPad is in watching and consuming courses and educational content that would otherwise take too much of my time if I had to fire up my computer and sit down to watch a video. I have even been known to walk around the house, or to go from room to room, carrying my iPad while watching and listening to a streaming video containing educational content. (At least I do not use my iPad in my car!) One of the greatest strengths of the iPad is that it takes no time to turn on, and streaming content can be accessed immediately.

By the way, I'm still trying to figure out the best way to use my Kindle Fire . . .

Any comments on how lawyers should be using iPads (or even the Kindle Fire)?

Can Lawyers Obtain Work Through Twitter?

Bentley Tolk — Tue, 01 Mar 2011 05:18:45 +0000

Does it pay for lawyers to use Twitter as a potential source of referrals? Through one of my Twitter followers, I recently received a referral for a case in Utah federal court. I have received other case referrals through Twitter, and I have referred a case to a lawyer whom I follow on Twitter. With regard to the lawyer who most recently referred a case to me because he follows me on Twitter, I would also be much more apt to refer him a case because of our association through Twitter.

One of Twitter's strengths is that it allows lawyers to connect with other lawyers and potential referral sources and clients. Marketers claim that it takes multiple contacts (e.g., more than 7 or more than 11) with a prospect before that prospect turns into a customer. The same can be said of referral sources. If a lawyer's good friend practices at another law firm, there is a reasonable chance of at some point receiving a referral from that friend. While Twitter does not always create friendships, it has the potential to create meaningful contacts. Lawyers generally refer work to other lawyers whom they know, like, and trust.

Twitter is an excellent vehicle for becoming known, liked, and trusted by other lawyers and referral sources. For example, a lawyer who has read dozens or hundreds of tweets from a fellow lawyer can develop a relatively high degree of familiarity with the tweeting lawyer. Unlike a one-time speaking engagement or article, tweets create an ideal "drip effect" whereby a lawyer can constantly be "top of mind" among other lawyers and potential prospects. Tweeting allows lawyers to share and demonstrate their expertise. The result can be thought leadership in a particular segment of the law or on legal issues in general. Tweets are about giving and sharing, but the consequences of a series of non-promotional tweets (mixed in with occasional promotional tweets) can be more referrals and sources of work.

Do you agree that attorneys who tweet are not simply twittering away billable time?

Lawyers and Social Media: 2011 Predictions

Bentley Tolk — Fri, 14 Jan 2011 05:07:38 +0000

Here are my belated "lawyers and social media" predictions for 2011 (recognizing that I have the advantage of writing this almost two weeks into 2011):

As is currently occurring in my law firm, more and more law firms will move their e-mail and document management systems to the cloud
For law firms that have embraced social media, use of blogging, Facebook, and Twitter will remain robust
However, law firms embracing social media will gradually shift their emphasis toward online video
Specifically, law firms embracing social media will start to focus on YouTube, since YouTube could become the world's number 1 search engine during 2011
Law firms embracing social media will begin the process of determining how they can create more online video content
At least some limited components of social media will become more common in the mainstream marketing efforts of lawyers and law firms

Please leave your comments below on whether you agree with my predictions about attorneys and social media.

Lawyers and Online Reputation Management

Bentley Tolk — Tue, 31 Aug 2010 03:51:43 +0000

Do lawyers need to manage their online reputation? According to an ABA article, a reputation expert opined at the recent ABA Annual Meeting that good work is not enough if a lawyer's positive achievements don't show up among the top results in a Google search of the lawyer's name. The article reports on a panel discussion that noted how a negative result in a Google search for a particular lawyer will reduce the probability that a client will contact that lawyer. The problem, however, is that many lawyers may not be aware that they are losing business opportunities due to negative online search results. The panel concluded that carefully managing one's reputation online as a lawyer has become essential.

Lawyers should be using Google alerts (whether by e-mail or by RSS) to monitor what is being said about them on the Internet, and to respond to things that may be negative or inaccurate. Likewise, lawyers should be monitoring and responding to what is being said about them on Twitter. Simply ignoring the "online conversation" has become dangerous for lawyers. Effective legal marketing now requires active monitoring and managing of the online and social media conversation about you and your legal practice.

Are you monitoring your online reputation? I welcome your comments below on how lawyers can manage their reputation on the Internet and in social media.

Podcasting For Lawyers: A How-To Resource

Bentley Tolk — Sat, 12 Jun 2010 15:08:11 +0000

In my last post, I discussed the importance of podcasting for lawyers. But starting a podcast is easier said than done. Having launched two podcasts that are currently active, I am well aware of the steep learning curve in learning how to podcast.

My secret weapon in learning to podcast was a course called Podcast Secrets, which is taught by Paul Colligan. Only through the morning of June 14, 2010, Paul has opened up the current version of that course: Podcast Secrets 3.0. I recommend that you listen to Paul's free audio on the "Seven Deadly Sins" that podcasters make and then decide whether his course is for you: Podcast Secrets 3.0. Yes, that is my affiliate link for the course, but whether you sign up for the course through that link or on your own, my experience is that it is well worth it.

Should Law Firms Take A Second Look At Podcasting?

Bentley Tolk — Sat, 15 May 2010 23:06:06 +0000

I have written in the past about marketing for law firms through podcasting, but not many law firms are doing it, and the subject deserves a second look. While some law firms utilize seminars, articles, newsletters, e-mail newsletters or blog posts to promote themselves, podcasting is arguably a more effective method.

The problem with seminars and articles is that they are usually a one-time event, or they may occur once or several times a year. One-time marketing events are often less fruitful than regular and consistent marketing to the same audience. By contrast to seminars and articles, podcasting allows lawyers to connect with their audience on a regular basis. For example, an attorney could publish a podcast every week or every two weeks and be constantly "in contact" with the audience. While newsletters, e-mail newsletters and blog posts can allow for the same type of frequency, they arguably do not allow clients and potential clients to feel the same level of connection that would be possible with an audio or video podcast.

When a client or potential client receives your podcast, you will often be leveraging the power of iTunes. The client or potential client will then be carrying around your audio or video podcast on their iPod, iPhone, or other mobile listening device. Downtime in the car can become audio podcast listening time and an opportunity for learning and getting to know you better. If a client or potential client is watching your video podcast, the result can be powerful as the client or potential client comes to know, like and trust you.

Podcasting is not limited to audio and video files, but can also include PDFs. Thus, an attorney can use iTunes to broadcast audios, videos, and PDFs to clients and potential clients. In addition, the videos that an attorney may broadcast need not be limited to videos of the attorney speaking in front of a camera, but can also include videos of PowerPoint presentations narrated by the attorney.

Although there is a learning curve, and although it can be time-consuming, lawyers should consider whether starting a podcast makes sense. In terms of effective and consistent marketing and content creation, the rewards can be great.

I welcome your comments below on lawyers and podcasting.

Law Firm With No U.S. Mail

Bentley Tolk — Sat, 01 May 2010 21:19:00 +0000

Can a law firm with almost 70 lawyers receive no U.S. Mail on a business day? The answer is "yes." A friend of mine with a mid-sized law firm in a major metropolitan area in the U.S. recently told me that to his astonishment, his law firm had received no U.S. Mail on Wednesday, April 21, 2010! While I believe that my similar-sized Utah law firm has not yet had a "no-U.S. Mail" day on a business day, I would not be surprised if it were to happen.

For almost 70 attorneys and their staff to receive no U.S. Mail on a business day is a "sign of the times." With electronic filing and service in the courts, electronic subscriptions to periodicals, RSS and e-mail, lawyers have much less use for U.S. Mail than they used to. While attorneys sometimes lag behind in their adoption of Web 2.0 and new technology, it is clear that lawyers are moving toward "paper-less" offices. Not only is using less paper considerably more "green" for lawyers, but it is more efficient.

Has your law firm or law office ever had a no-U.S. Mail day? I welcome your comments.

Should Lawyers Be Using the iPad?

Bentley Tolk — Sat, 17 Apr 2010 18:11:04 +0000

Whether lawyers should be using the iPad is a question raised by Apple's recent release of its newest gadget. I must confess that I am an iPhone user, and that I am intrigued by the possibilities of the iPad. The iPad fits into the category of devices generally occupied by "netbook" computers: smaller, lighter and more portable laptop computers. The iPad is arguably meant to supplant or dominate the netbook marketplace.

From my experience with recent travels to Alabama for a legal case in which I was involved, the idea of a carrying around a smaller laptop is appealing. Lugging a standard laptop computer through airport security and onto an airplane is not a fun process. Having a smaller laptop device would make travel easier. The extended battery life of the iPad (about 10 hours) also makes the iPad attractive for long flights or for sitting in an airport.

However, one of the major advantages of the iPad appears to be the cost. While the cost of the hardware is relatively reasonable, the cost of the 3G data plan is about half of what it might cost on a regular netbook. Most significantly, an iPad user can simply use the 3G network on a monthly basis, without being locked into a long-term contract. Thus, if an attorney had a case or a transaction in a distant city and simply needed 3G access for a period of a month or two, the iPad could be a great option.

Laptops and smartphones used to be seen as unnecessary for lawyers; today they're practically a necessity. Will iPads and netbooks also become viewed as a necessity for lawyer and law firm productivity?

I welcome your comments.

Social Media Marketing for Lawyers: 2010 Predictions

Bentley Tolk — Fri, 01 Jan 2010 02:40:11 +0000

Due to popular demand, here are my social media/new media predictions for 2010 on marketing for lawyers and law firms:

Smartphones and the mobile web will become more important for law firms and lawyers
Law firms will increasingly optimize their websites to be more functional with iPhones and other smartphones
In increasing numbers, law firms and lawyers will switch to the iPhone
Some progressive law firms will create their own iPhone apps and other apps
In increasing numbers, law firms will create their own Facebook pages
Twitter usage among lawyers will increase
An increasing number of progressive law firms will launch their own podcasts
An increasing number of progressive law firms will create their own YouTube channels
Law firm marketing directors and marketing committees will seeks ways to educate their lawyers on implementation of social media

Please share your feedback below on my social media predictions, along with your own predictions.

Self-Imposed Legal Marketing

Bentley Tolk — Thu, 01 Oct 2009 05:23:11 +0000

Would legal marketing be easier if you were contractually obligated - to yourself - to do so? How effective would your client development efforts be if you would be required to pay cash if you failed to meet your marketing goals? One of the biggest obstacles to legal marketing is is the time commitment it requires. Attorneys are generally busy, due to billable hours, case demands, transactional demands, and other obligations. The result is that many lawyers fail to engage in any meaningful business development. Yet neglecting this aspect of practicing law usually creates problems down the road. As one marketer has emphasized, engaging in marketing activity every day is crucial - especially when one is busy. So what is the solution for busy lawyers?

One relatively new company allows you to enter into a contract with yourself. At StickK.com (founded in February of 2008), you can enter into a "Commitment Contract" - e.g., to obtain a law marketing goal - and create an incentive for yourself to reach that goal by agreeing that a certain entity or individual you choose will receive a certain sum of money if you fail to achieve that goal. StickK takes credit card information from registrants and will transmit your money to your designated recipient (minus fees and costs) if you fail to keep your commitment to yourself. According to TechCrunch, (1) users of StickK are on the rise, with approximately 42,000 registrants; and (2) the system of committing, reporting, and putting money at risk appears to be effective, with an 80% success rate.

If you're not currently achieving your law marketing goals, you may want to consider gaining leverage on yourself by putting your money where your mouth is and using StickK.

Disclosure: I haven't personally used StickK, but the concept is intriguing. Has anyone used StickK or a similar system?