Lawyers.com Editor in Chief : Larry Bodine Law Marketing Blog : Law firm marketing, legal marketing, attorney marketing, business development, sales training, practice development, training, marketing consultant, legal consultant, individual lawyer coaching, business development, client team, practice development, business development, law firm coach

I've seen the future of legal marketing and it's Spreecast -- a new online video conference service that enables lawyers to broadcast a video instantly, and to invite clients and prospects to attend and participate.

Hats off to social media maven Mitch Jackson, a successful trial lawyer at Jackson and Wilson in Laguna Hills, CA, for introducing me to Spreecast. Mitch is all over social media and is particularly skilled at video.

Spreecast is free. All you need is a laptop with a webcam. I recommend you add it to your marketing toolbox today.

Mitch interviewed me online last night (see below) about online marketing, and it felt like we were in the same room. Many people attended the live web presentation and could watch -- and participate.

As the moderator, Mitch clicked in the admin screen and an attendee's webcam image appeared on screen. I talked live with David M. Ward of Attorneymarketing.com - it was so cool to see him and hear him live. Lawyers can use this technique by having a marketing professional interview them, or the lawyer can interview a client or colleague.

It took me only 30 minutes to figure it out. Caveat: it's glitchy and buggy -- the video quality can be poor and the sound cuts in and out. I blame my slow Internet connection.  But Mitch has Spreecast down pat -- check out how clear his image and audio are.  I can't wait to do this again.

When you read this statistic, let it sink in:

3 out of 4 consumers seeking an attorney over the last year used online resources at some point in the process

The way consumers look for a lawyer has changed in today's digital age. The advent of social media, smart phones and search engines has dramatically affected the way consumers find lawyers.

Think about it. Would you ask your neighbor whom to call if you were charged with a crime? Would you ask your relatives to help you shop for a divorce lawyer? I don't think so.

You'd rather research these issues in private by opening your laptop. And with smart phones now outselling computers, a wide swath of consumers can conduct an online search.

Read the latest research from LexisNexis (where I work) about how clients look for lawyers.

The Attorney Selection Research Study was conducted by The Research Intelligence Group during February 9-15, 2012. There were 4,000 completed interviews of people 18+ years old, with quotas to reflect the demographic proportion of Internet users within the United States. The statistical reliability is +/- 1.5% at the 95% confidence level.

You can't practice law today without knowing about the law as it applies to social media. Thanks to attorney April Besl at Dinsmore in Cincinnati for pointing out these important facts. Be sure to check out the invitation at the bottom of this guest blog post.

Check out the ABA's GPSolo eReport, which just published Surviving Social Media: Nearly All Small Firms Use Social Media in Legal Marketing by yours truly. Discover that:

• 90 percent of lawyers use professional social networks like LinkedIn and MyLegal.com.
• 88 percent write blogs.
• 73 percent use Twitter.
• 68 percent use consumer social networks like Facebook and Google+.
• 51 percent use video networks like YouTube and Vimeo.
• Only 19 percent use social question-and-answer sites like Wikipedia, Quora, and Yahoo Answers.

Joining the crowds online, lawyers in small firms are actively sending updates, tweets, and blog entries to promote their practices. In fact, 91% of lawyers in small firms (one to five lawyers) plan to implement social media as part of their marketing programs, according to research by Vizibility Inc. and LexisNexis. This is a higher percentage than law firms in general, of which 81 percent report plan to use social media marketing tools.

It’s true that LinkedIn Is a Happy Hunting Ground for Lawyers. Rule No. 1 of law firm marketing is to “go fishing where the fish are.” That fishing hole is LinkedIn, where 100 million executives and in-house counsel have profiles. In my opinion, if you’re not on LinkedIn, you are invisible online.

For all the statistics visit Surviving Social Media: Nearly All Small Firms Use Social Media in Legal Marketing

Collaborate and Succeed!

June 5 & 6, 2012

Mid-America Club, Chicago 

• Don't miss out on RainDance 2012 ~ the conference that will provide you with practical tools to bring back to your firm and put to use right away.

• Each session will be interactive with audience participation, table work, Q&A's or assignments, providing you with a great opportunity to share ideas with your peers.  

• All attendees will receive "Why Do Clients Choose the Firms They Do?".  This is an exclusive study conducted by Acritas, the world's most comprehensive study of the global legal market, which explores the processes currently involved in selecting law firms, the key considerations, best pitch highlights and why businesses ultimately choose the firms they do.

• Register now and join your peers from these and other firms....

Now you can have Mike O'Horo, David Ackert and me in the room at the same time, telling you how to get other lawyers in the firm to generate more files.

We'll be broadcasting live on the web in 14 days about How to Motivate the Next Generation of Rainmakers. Register now to get the 15 early discount.

This program directly answers the question:

How do we get our lawyers to generate new business for the firm?

In this live webinar, you will learn:

• Why are lawyers frustrated by their efforts or reluctant to market?
• Which resources are most effective in shifting lawyers’ attitudes and behaviors?
• What can law firms do to create proactive, methodical approaches to business development at their firms?
• How can law firms improve their "sales culture"?

Register by Friday, May 18 to get the 15% early discount -- registration for $255.
As many people as you wish can join at one location. After May 18 registration is $300.

How to Motivate the Next Generation of Rainmakers
PRESENTED BY: The Ackert Advisory and PBDI
SPEAKERS: David Ackert, Mike O'Horo and Larry Bodine
DATE: Thursday, May 24, 2012
   ♦ 10 am Pacific ♦ 11 am Mountain ♦ Noon Central ♦ 1 pm Eastern
LOCATION: On the web, on your computer
MORE INFO: Larry Bodine; (Tel) 630.942.0977 or Lbodine@Lawmarketing.com
WEBSITE: bit.ly/attorneymarketing  

Spend the money to get a good photo taken.

I recommended he visit a professional photographer and then ask his friends and family to choose the best picture. That took the weight of the decision off his shoulders. He was slim and mature and I told him he had nothing to worry about. He still wasn't happy about it.

When I look at pictures of myself, I hate the chipmunk cheeks, the double chin, the huge honking nose -- everything. Many of us are our worst critics. Here are some rationales to rebut the fault finder:

• Do not use an outdated photo when you were younger and prettier. When people see you in real life they'll be struck at how much older you've gotten.
• Go ahead and get a picture taken when you're heavier than usual. Chances are you'll get more fit and when people see you they'll be impressed that you look better.
• Dress the way you usually do at work. Over the last 10 years I have visited a lot of law firms and casual dress is the norm today. When I do see a man in a suit and tie, it appears that the guy is trying too hard.
• Ladies, wear something that flatters you. Do not wear tight or stretchy clothes unless you're a runner or someone in their 20s. If you have to ask your man whether the outfit makes you look fat -- it does.
• Don't make a giant grin if it turns your face big and round. Try a Mona Lisa smile instead.
• If you have a double chin, position yourself so that you look up at the camera. This pulls your neck skin tighter.
• Should you have an eagle beak, look straight into the camera. Singer Joan Baez used this technique successfully.
• Wrinkles are OK in my book. Even kids nowadays appreciate the look of experience.

If there is something about your appearance that troubles you, then spend the money to pay a professional who knows how to make people look good. Lighting and angles make all the difference.  Photography is digital nowadays, and a pro will edit out your moles and splotches.

I'll let you know how this works out for me.

I'm a big fan of using video for business development. Here's a guest blog post by Sam Mauzy, who is a blogger and contributing writer for the conversion optimization service Invesp:

If you want to boost your new-business opportunities, social media is a must for your marketing toolbox. The triple threat of social media includes Facebook, LinkedIn and YouTube -- with YouTube offering an engaging visual experience for your audience.

Business and consumer clients love video: 100 million viewers take action on YouTube every week; 500 years of YouTube video are watched every day; millions of YouTube subscriptions occur every day. With numbers like that, can you afford not to use YouTube?

Video enables viewers to see and hear stories about your law firm, your employees and your services. It’s easy to gain trust and establish good rapport rapidly with video that widens your communication reach. Share your law firm’s stories, views, culture, mission, processes, services, facilities -- and almost any other aspect of your practice that benefits your clients. Use these easy YouTube tips to showcase your practice, tell your law firm story and engage a wider audience than you ever thought you could reach. 

Although it’s tempting to grab the nearest video camera and start filming, resist and plan ahead. Amateur video footage may seem friendly and personal, but it can also look sloppy and cheap. You might not want an overly slick, professional video, but consider hiring a business videographer to shoot a few videos that introduce your law firm. Casual but carefully prepared video vignettes, professional video editing and some scripting will convey the message you want the world to see. 

Create Good Content

Good video content is just as important as good video quality, or perhaps even more important. Make sure the focus of your practice videos is on a positive business impression, with relevant and original content. Incorporate YouTube video into your marketing plan and develop a blueprint for what you want to present in video format before filming. Use video to:

• Create holiday or year-end thank you messages for those who do practice with you.
• Highlight career opportunities in your law firm.
• Describe your unique method of client service.
• Film your employees getting awards.
• Have your best clients give testimonials (ethics rules permitting).
• Give your viewers a video tour of your facilities.
• Invite colleagues to give interviews.

Craft YouTube videos for every message you want your clients and prospective clients to receive. See “Using Video to Tell Your Story,” an earlier post by Larry Bodine.

Include a Clear Call to Action

Include a clear call to action in every video, such as your contact information at the end of the videos, the website address to apply for open positions on a recruiting video, or your law firm street address, phone number and web address in a facility tour video. Ask for the sale, ask for client contact information, ask the viewer to visit your practice website, or ask for viewers’ comments. Your videos have the dual purposes of providing an enjoyable and informative experience for viewers as well as prompting a desired business action. 

You can really make YouTube videos work for your practice. Coordinate your YouTube videos with your sales and marketing campaigns. Promote your videos by posting them on your practice Facebook page and asking for comments. This way you can reach millions with your practice YouTube presence.

This lawyer video got more than 15,000 views

How you present your services when you are pitching for new business makes all the difference. Here's a guest blog post by Roger Ledin of Legal Process Consulting, Inc. in Lakeville, MN. He he can be reached at rledin@legalprocessconsulting.com.

When a potential client asks why they should do business with your firm, do you struggle for an answer more substantive than, “because we’re really good lawyers?” Clients increasingly want to see the “why” that sets your firm apart – and Legal Process Improvement (LPI) can help provide the answer.

LPI helps you understand, and therefore better market, the detail behind your services. On many occasions for RFPs and marketing presentations, I have provided process diagrams of proposed services that clients can immediately relate to and then use as a benchmark for competitor comparisons. Setting the standard leaves a lasting impression and can significantly improve your chances of winning the business. 

The following simple example shows the roles, responsibilities, and sequence of tasks from drafting through signature of a real estate purchase agreement. These process diagrams should be easy to understand with the boxes representing key tasks and the color coding designating responsibilities. This task and assignment information can then be used to set expectations for responsibilities and delivery of service. Getting everybody on the same page helps eliminate dropped handoffs and missed assignments.   

Example: real estate purchase agreement.

Key: blue = buyer firm
Red = client (buyer)
Green = seller

Clients really like these visuals because of the clarity provided. In addition, with many clients already employing process improvement disciplines, speaking the “language of process” provides a distinct advantage. Your firm, in turn, reaps the benefits from the process improvements that help not only your firm’s bottom line, but also client satisfaction as delivery of services is more consistent and predictable.