After a number of years of watching law firms fail and succeed, it is easy to see that there are definitely some do’s and don’t’s that come with this business. Starting his career by working at some of the nation’s largest and most prestigious marketing firms (Young & Rubicam, McCann-Erickson, Foote Cone Belding), Les founded A.L.T. Legal Professionals Marketing Group as a means for providing law firms and those who serve the legal profession with strategic insight and guidance borne out of his Madison Avenue experience.
This business model involves paying a search engine or website a certain amount of money each time a user of their site clicks on your ad. The theory is that the ad will have a yield of actual clients and that the cost the law firm pays per click of the ad will be proportional to the value of the business resulting from the ad. The law firms that pay the largest per click price for certain keywords will be featured in a search engine’s search result.
There are no silver bullets, and while obtaining a tangible return on investment is always the goal, most integrated marketing efforts should be measured on their ability to build the practice – versus their efficacy in generating quick, but perhaps, less than ideal leads.
After exploring various options, the marketing approach ultimately selected was hardly traditional Rather, the firm chose to generate awareness through implementation of a student art show in which third through eighth graders throughout the area were invited to submit original artwork that addressed the question, What’s great about South Jersey?” The winning entry for each grade received a savings bond for themselves as well as a cash prize for his or her school.
Newsletters and press releases can often be used to create interest or a buzz around your legal firm. If you don’t have a logo you should at least have something simple to represent the firm and its professionalism. In the short term, it pays off to be primarily a marketing firm, not an investment firm.