The document discusses how solo and small law firm attorneys can market their practices like Lady Gaga markets herself as a pop star. It suggests attorneys find their unique talent to specialize in, dress distinctively, choose a short memorable name, pursue a target market, be available through multiple formats including social media, and get press coverage to stand out from competitors. Lady Gaga's example shows the importance of having a clear vision, building on successes, and engaging fans through an orchestrated marketing strategy.
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How to market your law practice like lady gaga
1. How to Market Your Law Practice
Like Lady Gaga
Presented by Larry Bodine
Editor in Chief, Lawyers.com
June 28, 2012
2. Larry Bodine
Editor-in-Chief, Lawyers.com
Chicago, Illinois
Larry.Bodine@LexisNexis.com
Phone: 630.942.0977
2 How to Market Your Law Practice Like Lady Gaga June 8, 2012
4. WTF?!
4 How to Market Your Law Practice Like Lady Gaga June 8, 2012
5. How does pop music = Law Practice
Will you have to wear see-
through bubbles?
Will you need to wear 11-inch
heels?
Will you need to shoot sparks
from your chest?
5 Title name goes here June 8, 2012
6. LegalZooms War on GPs and Solos
Filed IPO to raise $120 million
500,000 orders placed on their
website in 2011.
Attorneys are frequently unable to
predict the time required to address a
client's legal matter This can be
particularly true of generalist attorneys
that offer many disparate legal services to
members of their local communities.
6 Title name goes here June 8, 2012
7. LegalZooms War on GPs and Solos
If LegalZoom hasnt found
a form to replace you yet,
they are working on it.
GPs and solos must fight back with marketing.
You must focus on practices that require judgment,
experience and counseling and market them to clients.
Use Lady Gagas proven techniques to distinguish
yourself, get noticed in the marketplace and build a
fan base of clients who return to again and again.
7 Title name goes here June 8, 2012
8. How does Lady Gaga measure success?
23 million albums , 81 million singles
worldwide
Forbes' Most Powerful Woman in the
World 2011
Time magazine -- one of the most
influential people in the world
5 Grammy awards
13 MTV Video Music Awards
How to Market Your Law Practice Like Lady
8 June 8, 2012
Gaga
9. 9 How to Market Your Law Practice Like Lady Gaga June 8, 2012
10. Lady Gaga is A Business
Grossed $90 million in 2011 - Forbes
Integrated entertainment, promotion
and performance company
Haus of Gaga fashion design
GLAM lipstick and lip gloss
Profiled in The Economist, Wall Street
Journal, Smart Money
CEO is age 26
10 How to Market Your Law Practice Like Lady Gaga April 25, 2012
11. Has a targeted Marketing Strategy
Vision to combine glam rock with simple
melodies
Image is orchestrated even though its
personal
Appeal to core of admirers anyone
who doesnt fit in
What is your unique selling proposition?
11 How to Market Your Law Practice Like Lady Gaga April 25, 2012
12. Clear USP: Railroad Injury Cases
Target: railroad
workers: engineers,
conductors,
switchmen
Lawyers Weekly,
"Small Firm Rides
String of Victories in
Railroad Cases.
12 How to Market Your Law Practice Like Lady Gaga June 8, 2012
13. Lady Gaga is all about Whats New
A Japanese shoe designer
has become a pop diva's
favorite by taking geisha
and making it Gaga.
13 How to Market Your Law Practice Like Lady Gaga April 25, 2012
14. Lady Gaga is all about Whats New
14 How to Market Your Law Practice Like Lady Gaga April 25, 2012
15. Has talent and Built on It
Began playing the piano at the
age of 4
Wrote first song ballad at 13
Started to perform at open mike
nights at 14
Dropped out of NYU at 19 to
start own band in New York City
Invited to play at the
Lollapalooza music festival at 21
First hit album The Fame at 22
15 How to Market Your Law Practice Like Lady Gaga April 25, 2012
16. Find your talent and Build on It
Clients want specialists,
not generalists
Where do you get the best
results? Divorce? Employment? Litigation?
Of all the things you do, what are you especially good at?
Oral argument? Drafting? Negotiating?
What comes naturally to you? Networking? Seminars? Articles?
Social media?
Market one thing in particular
16 How to Market Your Law Practice Like Lady Gaga June 8, 2012
17. Improved on Proven Success
17 How to Market Your Law Practice Like Lady Gaga April 25, 2012
19. Short and Memorable Name
Original name: Stefani Germanotta
Renamed after the Queen song "Radio Ga Ga
Lathrop & Gage LaGa
Blackwell Sanders Matheny Weary & Lombard Black
Thompson Coburn ThomCo Sand
Armstrong, Teasdale, Schlafly & Davis ArmTea
Husch & Eppenberger HuschBerger
Bryan Cave B-Cave
19 How to Market Your Law Practice Like Lady Gaga April 25, 2012
20. Short and Memorable Name
Monsees, Miller, Mayer, Presley, Amick Mo Mi Ma
Bartimus, Frickleton, Robertson & Gorny Bartickleton
Simmons Browder Gianaris Angelides & Barnerd
SB GAB
SimBrow
The Simmons Firm
20 How to Market Your Law Practice Like Lady Gaga April 25, 2012
21. Lady Gaga Talks to the News Media
21 How to Market Your Law Practice Like Lady Gaga April 25, 2012
22. Pick a Constituency and Stick up for it
The Manifesto of Little Monsters
So, the real truth
about Lady Gaga fans
lies in this sentiment:
They are the kings.
They are the queens.
They write the history
of the kingdom, while I
am something of a
devoted Jester.
22 How to Market Your Law Practice Like Lady Gaga April 25, 2012
23. Stand up for a Constituency
Who is your constituency?
Parents contemplating a divorce?
Patients who got cancer from defective drugs?
Drivers injured at a dangerous intersections?
23 How to Market Your Law Practice Like Lady Gaga June 8, 2012
24. Pursue a Target Market
Latinos - 26% of
Population.
Compared to the general
population:
Text more
Watch online video more
Own Internet-connected cell phones
Use social media more
Reach Latinos with soccer and humor
24 How Consumers Find Lawyers June 8, 2012
25. Hola!
25 How Consumers Find Lawyers June 8, 2012
26. Gaga is Marketing Online
26 How to Market Your Law Practice Like Lady Gaga April 25, 2012
27. Available in multiple formats
Gaga: TV, magazines, in-person
concerts, YouTube, CDs,
downloadable files, radio
Lawyers: Webinar webcast,
speaking engagement, podcast,
in-person networking, YouTube
videos, virtual law practice,
Facebook, Twitter, LinkedIn
27 How to Market Your Law Practice Like Lady Gaga June 8, 2012
28. Where Consumers look for legal services
1. Search engines
2. Online directories
3. Law firm websites
3 out of 4 consumers
seeking an attorney over the past
year used online resources at
some point in the process.*
* Based on survey respondents of internet users (internet users comprise 78% of the US adult population**) conducted by
The Research Intelligence Group, March 2012. ** According to The Pew Research Center's Internet & American Life Project's
Spring Tracking Survey conducted April 26-May 22,2011
28 Social Media Strategies for Small Law Firms April 25, 2012
29. Search Engines Used
STEPS IN THE PROCESS
Gather information
Sought Attorney Past Year about my legal
issue/case Find a Lawyer Validate a Lawyer Select Lawyer
SPECIFIC SEARCH ENGINES USED
Significantly higher than all others within column
How Consumers Find Lawyers
30. Social Media Used At Each Point In Process
STEPS IN THE PROCESS
Gather information
Sought Attorney Past Year about my legal
issue/case Find a Lawyer Validate a Lawyer Select Lawyer
SPECIFIC SOCIAL MEDIA SITES USED
Significantly higher than all others within column
How Consumers Find Lawyers
31. Online Directories
One out of 10 consumer clients
hired an attorney or firm
they found on Lawyers.com
Online directories were about equally used for gathering
information and finding a lawyer.
Lawyers.com is the #1 most-used online directory at each
phase of the attorney selection process.
31 How Consumers Find Lawyers June 8, 2012
32. 3 Million Unique Visitors per Month
1 Million Lawyer Profiles
32 How Consumers Find Lawyers June 8, 2012
33. Gets good Reviews
33 How to Market Your Law Practice Like Lady Gaga April 25, 2012
34. Actively courts Bloggers
Subscribe at
http://bit.ly/MissouriBar
34 How to Market Your Law Practice Like Lady Gaga April 25, 2012
35. Active on Twitter
35 How to Market Your Law Practice Like Lady Gaga April 25, 2012
36. Active on Twitter
36 How to Market Your Law Practice Like Lady Gaga April 25, 2012
37. Use Social Media to stand out in a crowd. Lady Gaga:
Facebook page has over 46
million likes
#1 on Twitter with more
than 24 million followers
37 How to Market Your Law Practice Like Lady Gaga April 25, 2012
38. LexisNexis Social Media Visibility
38 How to Market Your Law Practice Like Lady Gaga April 25, 2012
39. Actively promotes on YouTube
39 How to Market Your Law Practice Like Lady Gaga June 8, 2012
40. To get a copy of the slides
Larry Bodine
Editor-in-Chief,
Larry.Bodine@LexisNexis.com
Phone: 630.942.0977
Visit www.際際滷share.com
Happy Hunting!
40 How to Market Your Law Practice Like Lady Gaga June 8, 2012
#9: Age 26One of top selling music artists of all time
#10: Achieving the highest marketing success there is, the May 20 season finale of The Simpsons was an episode about Lady Gaga coming to Springfield.
#12: Writes tweets herselfProduces glam rock a la David BowieDraws from Michael Jackson, Blondie, QueenAndy Warhol-- which practice do you want to grow-- what geography -- who is your target demographic
#14: http://www.truckaccidentlawyermissouri.com/Updated every 2-3 days
#15: http://www.truckaccidentlawyermissouri.com/Updated every 2-3 days
#16: -- Who is the most successful lawyer in your county? In your firm?What did they do to become well-known?What techniques can you borrow? What can you do better?
#18: Wait Ive seen this act before. Blonde, racy, in your face, lost of costume changes and hunky dancers, dance music. Its Madonna! No wait. Madonna is old. Shes so old, she was the halftime entertainment in the Superbowl. Las Vegas is next for her.Lady Gaga took Madonnas formula and improved on it. Even wackier outfits, even sexier pictures, -- Who is the most successful lawyer in your county? In your firm? Find a role model you aspire to be.What did they do to become well-known?What techniques can you borrow? What can you do better?
#19: Shes not being outrageous for her line of work. She is dressing to be noticed appropriately. Do you think Elton John is going to say, Oh Lady Gaga, youre too outrageous!
#20: -- Who is the most successful lawyer in your county? In your firm?What did they do to become well-known?What techniques can you borrow? What can you do better?
#21: -- Who is the most successful lawyer in your county? In your firm?What did they do to become well-known?What techniques can you borrow? What can you do better?
#22: Talk to the press we cover verdicts and legal trendsLearn to popularize your brandAnnounce verdicts, write case histories, comment on trends
#23: -- Who is your constituency?Parents contemplating a divorcePatients who got cancer from defective drugs?Drivers injured at a dangerous intersections?
#27: Packaging makes all the difference Gaga is packaged and designed with great care and verve Haus of Gaga designs all her clothes and stage performances We offer website design, SEO, social media marketing, video marketing, lawyer blogs. Your website should be your most effective tool for attracting new clients. Combining superior law firm website design with built-in search engine optimization (SEO), a LexisNexis Web Visibility Solution will ensure the right prospects find and visit your law firms website. Once there, more of these visitors will contact your firm, driven by design features based on how legal consumers really search and shop online today.We provide Free Website Evaluations. Compare your site withcompetitors, evaluate whether your siteuses the latest best practices, and learn how you can better generate more high quality leads from your site.
#32: When done right, by combining personalized observation with facts and insights, social networking is a living, detailed calling card that represents lawyers and the firm to the world. The social media world can seem so big that its intimidating, but if you focus on a few key tools youll find that social media delivers big results. Facebook allows you to converse directly with your firms fans and build a network of followers through their contacts.Twitter can optimize the search engine ranking of your firms website through brief, quick posts, keeping you in the public eye.LinkedIn is the most relevant online marketing tool for law firms because it is client-focused. If you want to market services to Realtors, for example, you can look at the users linked to you and to others and readily identify any number of potential contacts. This is networking without boundaries, a one degree of separation interaction.Blogging increases your search engine ranking and lets you build audiences around the practice skills you want to mention.
#33: When done right, by combining personalized observation with facts and insights, social networking is a living, detailed calling card that represents lawyers and the firm to the world. The social media world can seem so big that its intimidating, but if you focus on a few key tools youll find that social media delivers big results. Facebook allows you to converse directly with your firms fans and build a network of followers through their contacts.Twitter can optimize the search engine ranking of your firms website through brief, quick posts, keeping you in the public eye.LinkedIn is the most relevant online marketing tool for law firms because it is client-focused. If you want to market services to Realtors, for example, you can look at the users linked to you and to others and readily identify any number of potential contacts. This is networking without boundaries, a one degree of separation interaction.Blogging increases your search engine ranking and lets you build audiences around the practice skills you want to mention.
#34: Ratings are very important think of Angies list for roofers, think of Yelp for restaurrants and Lawyers.com for lawyer rtaings.If you havent gotten your peer review rating, start work on it on Monday. If you havent gotten client ratings start on that too. These are the kind of ratingns that make a difference.One out of ten consumers who hired a lawyer in the last year went online and ultimatley found one on Lawyers.com. Lawyers.com gets 3 million visitors from consumers per month. No one else can match that. So forget about Best Lawyers, SuperLawyers, Leading Lawyers and all the smaller listing services and used the one that will produce new files.
#35: In first six months of 2008 secured 50 interviewsContacted an entire list of music bloggers
#39: Leveraging social media in a meaningful way can enhance your law firm websites ability to generate new business, at a time when more consumers than ever are turning to these channels. Combining engaging content with enhanced distribution, LexisNexis provides a line of social media and blogging solutions that deliver a complete social media platform, designed with small law firms and solo practitioners in mind. Based upon your personality, preferences, and area of expertise, our award-winning web designers will develop your blog site. Our writers will then produce quality content weekly, accessible from an easy-to-use Content Management System for approving, editing and posting in real-time, ensuring you maintain full control at all times.In addition, we provide automatic publishing to the polished social media profiles we design (Facebook速, Twitter速, LinkedIn速, and JD Supra速) for maximum online exposure.
#40: Gaga has 2.1 billion combined views of all her videos onlineThink about it: motion, sound and images effectively communicate what you doLDC has more than 500 videos we created on our YouTube channelGotten lawyers more than 100,000 views