"The State of Legal Marketing in the United States 2012" provides a brief introduction regarding an antiquated state of legal marketing, or rather, the lack thereof. The historical context sets an inspirational and informational foundation for which today's legal marketing can flourish through various channels, as expounded in the report.
After the main introduction, the paper outlines why legal marketing exists in the first place: to obtain leads, or prospective clients. A brief explanation of different methods is touched upon, dividing the effort into three main cornerstones: traditional advertising, personal branding, and online presence.
The report launches with a thick forecast of traditional marketing strategies, or as referred to in the report, "loud advertising". Some methods put in the spotlight include the yellow pages and similar phone directories, newspaper ads, television commercials, radio spots, and billboards. The pros and cons of loud advertising are explored in this chapter.
The section regarding personal branding explains that uniqueness is no longer a trend for lawyers, but a personal staple and a whole industry. This report warns lawyers that they should not project anything other than the true substance of the law firm, as reputation should display your work at its absolute best. In addition, some light statistics are mentioned to support claims about the future of law and legal marketing.
"The State of Legal Marketing in the United States 2012" closes with a well-balanced look at online legal advertisement, from the internet to mobile devices. It discusses how a web presence can instantly fuel a lawyer's credibility and reputation, let alone make leads aware that the lawyer even exists. The importance of a clean, well put-together homepage is made clear, in lieu of the tackier and more annoying law websites on the internet today. Other points of interest in this section include Search Engine Optimization (SEO), blogs (tenderly referred to as "blawgs"), social media platforms (a.k.a. reputational strategies), online yellow pages, question and answer forums, pay per click, and more.
"Effective marketing campaigns are about trial and error," said Jason Romrell, practicing attorney and CEO of AttorneyBoost.com. "You have to test and measure and make changes along the way based on feedback and results. We want to give people ideas they can implement, but it's up to the individual to put the ideas in motion and carefully monitor the results. There's no such thing as 'one size fits all' in legal marketing."
"The State of Legal Marketing in the United States 2012" will be distributed for free to all registered AttorneyBoost.com members.
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