Accelerate your marketing: top sound bites from the MBA’s Annual Marketing Conference
There was much wit and wisdom being passed around during last
Annual Super Marketing Conference, presented by the Massachusetts Bar Association, in
partnership with the Massachusetts Law Office Management
Assistance Program, Suffolk University Law
School's Advanced Legal
Studies department and Avvo.
This year's conference, tagged 'Accelerate Your Marketing' focused
on web marketing.
Below are some of the top quotes from the show,
--"Don't hide your fees; instead, be transparent, and
demonstrate your value to clients."
Founder and CEO, Avvo
Ten Opportunities Lawyers Miss in Online
It is still the rare law firm website that features a pricing
chart. While pricing legal services is not the same as attaching
value to a
1999 Honda Civic, price transparency and price certainty are
important things to modern consumers, including consumers of legal
services. Attorneys should conceive of their pricing matrix as part
of their sales pitch.
--"Repurpose your content. Each piece of content can, and
should, be used multiple times."
Law Offices of Cynthia E. MacCausland
Content Is Still King: Marketing by Publication
With the proliferation of free publication tools (blogs,
LinkedIn, Google+ etc.),
there are no shortage of places to publish your content. And, you
should probably publish your content more than one time, depending
on the medium, since information streams are so heavily populated
these days. You should also consider repurposing your content: an
article can become a blog post, you can create an infographic and/or make a
--"Plan to reevaluate your social media presence. The technology
changes so quickly."
Digital and social media strategist
The Social Web: New Media Marketing for Lawyers
So true; and, I had this same thought as I was constantly
my Twitter book, due to Twitter's impressive ability to
consistently make major changes to its platform, just when I had a
publication deadline. The pace of technology in 2013 is staggering;
and, it's easy to get overwhelmed. But, you do have to harness each
of the social media tools you're going to use. You should review
your settings every now and then, to make sure you're getting the
most out of your profiles; and, if you follow the right blogs, you
should be able to get updates on a regular basis respecting
important features upgrades.
-- "Online readers don't like to read the way lawyers write. Use
short text, bullet points and bold headers, as opposed to prose."
Senior business development consultant, FindLaw
More and Better Clients: Five Ways to Make Internet Marketing
--"YouTube provides HD
distribution for free on the world's largest search engine."
CEO, Real Cool
Using Video to Market Professional Services
The vast majority of law firms have not yet caught the video
bug; but, it's becoming a more important part of online marketing
every day. Professional video production services may not
cost as much as you think they do; but, even if you do it yourself,
if you invest in the right equipment, and
get a YouTube channel set up, you can do quite well in video
marketing. The integration of Google services, and
the rise of Google + means that social, including YouTube videos,
is intertwined with search like never before. If you want
to take a look at a method for integrating video, check out what
fellow LPM Tip contributor Stephen Seckler has done
at his website.
--"Websites are about products, and are static. Blogs are
about people, and are dynamic."
Inbound marketing consultant, HubSpot
SEO Tactics for Getting Local Buzz
. . . which is why many attorneys situate their blogs at the
main page of their websites: to get consistent content
turnover. However, the point is, nevertheless, well-made:
websites represent what you offer in the way of specific services;
blogs highlight what you offer in the way of expertise. With
the increasing use of traditional blog platforms for website
creation (WordPress being the
prime example), it's easy to think of your blog and your website as
one entity. However, keeping in mind the dichotomy presented
above will allow you to present a more coherent view of your
--"The cost of obtaining clients is high. The cost of
retaining clients is far lower. CRM tools help with client
Litigation consultant, The Boston Expert Witness
Finding, Tracking and Converting Prospects: The Use of CRM Systems
Many lawyers have their heads down looking for new clients. But,
it's true that your best sources of business are your existing
clients, including the referrals that they make to you. So, you've
really got to put in the effort to stay in touch with your clients
in ways that are relevant, and that show that you continue to care
about them and their needs. They'll pass the value of that
connection along to your next potential clients. The clear majority
of solo and small firm attorneys do very little to track their
client relationships from a marketing standpoint; but,
CRM tools, even non-legal-specific tools, can go a long way to
helping you to leverage that aspect of your client
. . .
For almost all of the buzz surrounding the conference, you can
check out the still-active #LHLM
hashtag Twitter feed. To connect with the presenters and
conference participants, Inside Legal's Twitter
List is your go-to spot.
Tip courtesy of Jared Correia, Law Office Management Assistance
Published May 23, 2013
To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice
Chair Cynthia E.