What are the most effective forms of legal marketing?
We are currently at the tipping point of using technology to market law firms. Law firms are just beginning to use blogs and many are beginning to understand how to use web sites effectively for marketing. The key indicator is that firms are starting to list industries that they serve on their websites. In other words, instead of creating a website all about their credentials, they are focusing on their visitors. It is a classic marketing technique to focus on customers, and not what you are selling. Until recently, law firm websites were all about themselves. Instead, they should focus on what their visitors want to buy. For example, clients don’t see themselves as customers of practice groups. Instead, they see themselves as members of an industry. Therefore law firms are doing smart marketing by listing industries they serve. Can you give an example? Sure. Take a look at Torys law firm in Toronto. It has video podcasts which just received an award for Marketing Initiative of the Yea
