The Summer of Lunch Part 2: Authentic Legal Marketing in the Digital Age

Because clients’ lives are increasingly online, lawyers need to market their law firms online too. When looking at a website, marketing campaigns, social media, or even bios, potential clients are interested in authentic online profiles and messages. But when lawyers try to balance professionalism with authenticity, it results in cliches, uninteresting self-promotion, and useless information. So with legal ethical restrictions, a raise in competition, and, let’s face it, not much extra time, how do we improve our marketing strategies?

This episode of Lunch Hour Legal Marketing features the second interview by Jared Correia during Mass LOMAP’s 5th Annual Marketing Conference in Boston. In a series titled Summer of Lunch, Jared interviews Ed Walters, CEO of Fastcase, about the ways lawyers can improve their online marketing by understanding what their clients want to see. Don’t forget, Ed explains, your (potential) clients are smart people who simply don’t know how to navigate their legal issues.

Topics include:

• Marketing that focuses on empathy
• Branding a niche practice versus specializing in everything
• Direct and honest firm promotion
• Highlighting benefits clients actually care about: parking, personality, experience
• Interesting and informative bios
• Adjusting approaches learned in law school
• No more cliches!

Ed Walters is CEO of Fastcase, a legal research engine with over 800,000 subscribers. He was previously a practicing lawyer, advisor to the NFL, the NHL, and worked in the White House. Ed is also an adjunct professor at Georgetown University of Law Center where he teaches Law of Robots.

Tweet about this series using the hashtag #summeroflunch!