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Law Firms Using “Event Based” Marketing

June 15th the Wall Street Journal published an article that speaks to an opportunity  emerging for many lawyers within marketing (Using Social Networking as Legal Tool — Law Firms Say They Are Turning to the Web to Develop Evidence for Suits and Market Themselves to Potential Clients).  An opportunity that for many years attorneys would shied away from – or even condemned – but now is becoming critical for their survival.

The article references a New York law firm that took the opportunity of the recent gulf oil spill to build topical websites related to that event.  With the resources of the 20 technology specialists behind this effort, it has generated big results.  Within less than 60 days, they generated over 1000 leads related to the gulf oil spill.  There are not too many marketing vehicles available that can generate that kind of results.  A point illustrated very clearly when they indicate that their internet marketing has… “recently begun to supplant some more traditional marketing methods, such as yellow-page ads and radio and television spots” in generating leads for the firm.  One of the partners even indicated that they dedicate “$1 million a year on digital marketing, about a third of its average annual marketing budget”.

Most firms probably do not have 20 technology specialists or $1 million dollars to dedicate to their internet marketing program.  However, this is an area (and opportunity) that law firms can no longer afford to “opt-out” of.  A strong internet marketing strategy focused on the firm’s ideal client is CRITICAL for the success of law firms in the 21st century.

2 Responses to “Law Firms Using “Event Based” Marketing”

Comment from David
Time July 9, 2010 at 7:44 am

Great advice! Another example would be a diverse online marketing mix including off page strategies prior to an even that has historical delivered new clients. For example, 4th of July, Memorial Day and Labor Day deliver DWI/DUI and traffic. Divorce spikes around tax time. Estate Planning increases in a down economy. Reaching these folks prior to this events achieves TOMA and will lead to you getting the call when the realize a need.