1. Marketing
Your Virtual Law Office

2. Presented by:
Mass LOMAP
Law Office Management Assistance Programs
http://www.masslomap.org/
with
Donna Seyle,
http://lawpracticestrategy.com/

3. • Who is your target market
• What tools are available to reach
them
• What image do you want to create for
your firm?
Ask Three Questions

4. • Virtual only or Hybrid – combination
of virtual and traditional?
• What is their age & socio-economic
background?
Who is your Target Market?

5. • Traditional (referrals, networking,
etc.)
• Online (social media, blogging,
lawyer lists, etc.)
What Tools are Available
to Reach Them?

6. • Online
• Offline
• Branding must be consistent
What Image Do You Want
to Create?

7. Who is Your Target Market?

8. • If you are delivering your services online, your
market is online too
• They are social
• They like the convenience
• They expect good service
• They like access
• They like immediacy
• They’re tech savvy & very smart
• Requires a level of web comfort & expertise –
easy to get (start social networking)
Virtual Only

9. • Use the competitive edge of your new virtual
component to impress existing clients & get
referrals
• Tell them about transparency and convenience
• Tell them how the use of technology drives your
overhead down and allows you to offer varied
pricing strategies
• Tell them about the concept of unbundled legal
service
• Describe how this is “added value”
• Show them they can have it both ways
Hybrid: Adding a Virtual Component
to a Brick & Mortar Firm

10. What Tools are Available to
Reach Them?

11. • State & local bar assoc.
• Pro-bono opportunities
• Trade Conferences & meetings
• Legal Conferences & meetings
Traditional

12. • What image of yourself & your firm do
you want to present? Must be consistent
• Be aware of your online presence – it’s
already there
• Erase the concept that the legal profession
is intimidating & that collaborative legal
help is impossible to get
• Accessibility, affordability and
convenience are your key focus areas
Create an Online Brand

13. • must be dynamic (for SEO), offer good,
free content to attract clients
• This is the front door to your office –
make people want to come in
• Make your contact information readily
available
• consistent online theme: accessibility
Website

14. • Your goals are to provide useful information in a
way that will attract your target market
• Information must be accurate & reliable
• Position your firm as one worthy of retaining
• Your market is made up of people in need of
help
• Be courageous, caring, authoritative &
personable
• Inform people about the basics of your niche
before they contact you
Blogging

15. • Create a community around your
blog
• Use subscription tools (email, RSS
feeds, share buttons)
• Syndicate your blog posts
Social Networking

16. • Twitter – very social; OK to lurk & start sharing when &
what you feel comfortable with
• LinkedIn – join groups pertinent to you area of law AND
groups joined by your target market, & participate
• Facebook – only if you have the time and don’t involve your
friends; can create a business page, but still must be linked to
your personal account
• Google+ - start by following topics first
• Syndicate your blog posts on these sites as well as engage
Join Twitter, LinkedIn,
Facebook & Google+

17. • monitor your profile
• RocketLawyer
• Avvo
• Lawyers.com
• Findlaw.com
Join Lawyer Lists

18. • Use other publication tools such as
scoop.it, summify.com, paper.li
• Repurpose your blog content –
epublishing, videos & webinars
• Use email marketing for blogs or
events
• Sign up with JD Supra – legal
publisher
Other Online Exposure

19. • Get published in your target market’s
trade magazines or newspapers
• Get speaking engagements in your target
market’s conferences
• Learn tech tools as you go along that will
make these activities quicker & easier
As You Develop Your
Expertise

20. Check Your Jurisdiction’s
Rules Regarding
Marketing, Websites and
Social Media