Verdict for the Internet, as Law Firms stay Penny-saver Wise

As the Internet world continues to expand and transform itself, it has created an astonishing range of affordable public relations awareness for law firms. Yet these firms are amazingly slow to exploit them. For example, legal marketing expert Kevin Quinlan estimates that over the last 5-10 years small businesses spent nearly half of their advertising dollars on yellow page ads.

The new online possibilities, together with conservatism of the competition, can result in substantial opportunity for firms looking to create a reputation for themselves that will be appreciated and retained through extensive lengths of time. Here is a snapshot of some of the new opportunities.

Media Marketing - It sounds much more elaborate than it actually is: Internet videos attract. The same video ads have been shown to generate higher brand awareness and recall when placed online than when placed on TV. YouTube videos can be infomercials, testimonials (although client testimonials are illegal in some states), educational videos, and video blogs. YouTube viewers now span all demographics. And the growth rate of video advertising is phenomenal.

According to attorney Gerry Osinksi, one advantage of YouTube video is that there is no length limit: "The problem with all lawyer advertising is that the message is truncated. There is no space to explain any thing to a potential client.". And video builds trust. According to video expert Bob Clarke: "In the realm of online business, it is very difficult to establish trust through written words. People will trust you more if they have a face and voice to associate with your name."

Internet blogs and discussion groups - reputation builder: Traditionally, a lawyer in a small practice might offer legal expertise pro bono or write newspaper articles in order to become known for his expertise. Nowadays a blog serves the same purpose, as can participation in legal advice forums where legal contributors receive ratings and testimonials.

Unprecedented ad targeting- Targeting, they key word: Google advertising allows unprecedented geographic and demographic targeting as well as low-cost automated consumer behavioral analysis. This enable legal firms to target potential clients and define their marketing niches with greater precision than ever, as well as proving immediate marketing feedback.

Internet Marketing Specialist, Rohit Barman, President of DPS America, Inc summarizes this best by saying, 'stop being penny save wise, and start building a reputation on the Internet'. He insists that the Internet is 'the primary place people turn to while researching who should represent them. A simple expert forum with industry specific advice could go a long way.'
By Bruce Lacey