“[Those] earning more than $150,000 per year were more likely to choose an attorney based on an internet search, than via a friend.”
Gyi Tsakalakis on what local marketing is, why it matters, and how to do it effectively.
The Internet is great for a lot of things, but the vast majority of potential clients still find a lawyer by asking a friend, family member, or colleague for a referral. But according to the same study, “[those] earning more than $150,000 per year were more likely to choose an attorney based on an internet search, than via a friend.” And many of those who don’t are turning to the Internet to confirm the referrals they get.
That’s where local marketing comes in. Local means meeting your clients where they already are, whether that means advertising in a community paper, church bulletin, or writing blog posts that will be interesting to your immediate geographic area. After all, do your clients care more about the latest tax decision or the latest coffee shop to open in the neighborhood?
How do people find lawyers these days? Although many attorneys believe they are discovered through a Google or Bing search, legal service consumers are actually still taking recommendations from people they know and trust. But technology has added a multitude of new ways that people perform research and journey to find lawyers. Potential clients will likely search for the lawyer or law firm’s website, Yelp or Avvo reviews, social media, and blogs before picking up the phone. So what should we, as lawyers, do to improve our online presence for more effective client development?
In this episode of The Digital Edge, Sharon Nelson and Jim Calloway interview Gyi Tsakalakis, founder of the online legal marketing agency Attorney Sync, about the internet’s role in client development, the mistakes most lawyers make, and the “magic” of online legal marketing strategies.
The role of Google, Facebook, and Avvo in vetting legal service providers.
Providing valuable content versus blatant advertising
Understanding your audience and catering your marketing
Being authentic, direct, and transparent
Learning to use the technology properly
What to look for in a marketing agency
Properly defining your advertising goals for success
Utilizing current and past charity events participation.
Gyi Tsakalakis helps lawyers earn meaningful attention online. As a recovering attorney, he’s aware of the unique considerations related to ethically and effectively marketing a law practice. He founded Attorney Sync, an online legal marketing agency, to help lawyers develop web presences that attract clients. He also currently serves as vice-chair on the ABA Law Practice Division: Social Media, Legal Blogs, and Website Committee and regularly speaks about online marketing, most recently at the Clio Cloud Conference.
Online review sites are increasingly important for product and service consumers, but to what extent are people really taking them into consideration when selecting an attorney? If potential clients are counting stars before they call, how do lawyers take control of their online reputations? Furthermore, with limited time and marketing budgets, what should solo and small firms focus on?
On this episode of The Legal Toolkit, Jared Correia interviews Jabez LeBret, co-founder of the digital marketing agency Get Noticed Get Found, about how lawyers can and should monitor their online reviews, how to respond to negative feedback, and ways to increase positive reviews where they matter.
General consumers’ interest in online reviews
Get stars to get calls
The hierarchy of your online marketing budget
Ethical responsibility of review content
Who to send to Google, Yelp, and Avvo
Two types of clients who leave anonymous reviews
Checking your pride at the door when responding
Collecting and analyzing data to determine what’s effective
Jabez LeBret is co-author of the best-selling legal technology book Online Law Practice Strategies. He is an international technology expert who has delivered CLE presentations at the Alaska, Ohio, Florida, Wyoming, New Mexico, Colorado, Washington State, Maryland, and Indiana State Bar Associations, the ABA and LMA, plus over 50 other bar associations. Jabez writes a regular business and technology column for Forbes and is also a contributor to the ABA Journal and NBC Chicago. He is also co-founder of the legal marketing agency GNGF, winner of the 2014 Best Places to Work by the Cincinnati Business Courier and runner-up for Business of the Year by the Cincinnati Chamber of Commerce. He loves coffee and is a craft beer enthusiast.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” —John Wanamaker (attributed)
Here’s why cost-cutting measures aren’t catching on with firms: many clients care more about the size of the discount than the size of the bill. Plus, how do you know whether the money you are spending on online marketing is getting the results it should?
Dan Weeks’s Lawyer Marketing Score is a tool for assessing the relative effectiveness of your online marketing by comparing it to other law firm websites. Currently, Weeks’s tool is limited to personal injury lawyers in certain cities. In today’s podcast, he talks about what goes into the score and shares free tools you can use to figure out how your own website performs relative to your competition.
David Lat of Above the Law talks about the similarities and differences between BigLaw and solo and small firms, and talks about changes and opportunities in the legal market. But first, Sam and Aaron talk about the new wine fad: rosé.
David Lat’s Above the Law is “a behind-the-scenes look at the world of law” and Lat himself keeps his finger on the pulse of the legal industry writ large. In this episode, he talks to Sam about the ways in which the business of BigLaw and solo and small-firm practice are similar, different, and changing. As Biglaw changes, many lawyers are going in-house, to boutiques, or trying new business models. There are new challenges, but also new opportunities.
Lat also talks about writing his novel, Supreme Ambitions, and has some advice for other aspiring lawyer-novelists.
Don’t build your marketing plan around the strategies you want to employ. That’s step 4. First, you need to do a little background work to figure out which strategies make sense for your practice. This week, Karin and Sam talk through her 5-step marketing plan.
Plus, Sam and Aaron talk about a BigLaw April Fools prank that was in very poor taste but turns out to be a really good idea.
Karin is a marketing pro who has been writing for Lawyerist since 2009. She’s been working on a series of articles laying out a basic, 5-step marketing plan. Today, we talk through all 5 steps:
This week Sam and Aaron wonder whether a lawyer could become an Uber driver to market a law practice, on obvious marketing, and Sam talks to Gyi Tsakalakis of AttorneySync about online marketing without the BS.
Sam interviewed Gyi Tsakalakis of AttorneySync about online marketing in an attempt to dispel myths about online marketing and search-engine optimization. They discuss what online marketing really is, whether SEO is still a thing, and Gyi explains the basics of putting together an online marketing strategy.