As consumer expectations change, lawyer marketing strategies must, too. The Internet has grown to be a valuable source of information for consumers. Indeed,
consumers now have an expectation that they will be able to find almost any information or answers they need online. Online options to market your law firm range include having a solid web presence, blogging, publishing online articles, paid online advertising and posting informative videos on YouTube.
Another marketing tool many lawyers have found effective is publishing books on specific legal topics of interest to their potential clients. Similar to the Spotlight on the Law news show, publishing a book positions you and your firm as the legal experts on the topic. While this book could be offered for sale, Lawyers Marketing Associates clients have found giving the books away to be a cost-effective marketing tactic, especially when tied in with other law firm marketing efforts. Consider these options:
- Teach a seminar on Estate Planning and hand out a free book to each attendee;
- Use the offer of a free book as a call to action in your pay-per-click , direct mail or e-mail campaign (opt-in to our monthly newsletter and get a free book on How to Choose the Right Attorney);
- Include an offer of a free book on Accident Tips in your email newsletter.
Most people consider books to have value—they will not just toss the book in the trash, but will hold on to it for future reference or pass it to a friend to read. And offering the book is a great way to capture e-mail and/or address information for your prospect database.
If you’ve considering writing a book but don’t have time, talk to Lawyers Marketing Associates about having a book written by our ghostwriters. It couldn’t be easier!
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