Your Marketing Is Bigger Than You Think
From the Vault -- "Prosecuting Terrorism"
Working in a small town shouldn't shrink your thinking. You've been chosen as one of the top 5% of lawyers in your region as a Super Lawyers selectee, or one of the top 2.5% of attorneys as a Rising Stars selectee. There's nothing small-time about that.
However, it's not always easy to identify the best ways to market your firm or your solo practice in a small town. Unique difficulties exist when providing legal advice, expertise and services in a rural area. But that doesn't mean you should stick to the status quo. You didn't find the success you currently have by simply doing the bare minimum. Today could be the best time for you to take advantage of a well-rounded marketing strategy to reach more of the right clients.
Has your law firm succeeded for years because of referrals and word-of-mouth? It can be frightening to venture into the world of integrated or digital marketing, but standing on the sidelines means missing out on the return a comprehensive strategy can provide. The price tag is worth it and the best legal marketing can prove its worth.
As you take stock of your marketing plan, it's time to think a little bigger. With the right approach, you'll quickly build trust with prospective clients and help them know you're the right attorney for the job at the right moment.
Building Trust Online
First impressions are crucial to building trust and forming that bond with legal consumers, both in person and online, can be challenging. Most consumers make a decision on their legal issue in less than a week so you need to make an impact immediately and gain a client's business and confidence.
Building trust has become a more complex process than ever before. It involves getting in front of consumers at each point in their search process and making sure they see you as the go-to attorney for their legal need. But the playing field has leveled as well. You don't need the biggest budgets at the biggest firms in the biggest cities, but you do need to see the role that trust plays in converting a prospect to a client.
In a small town, the same techniques work. Show up where people are searching for legal advice, embrace online reviews, take advantage of your legal accolades and focus on relationship-building. Each element plays an important role in building trust, and often directories can have the greatest return on investment.
Go to the People
Today, the rules of internet engagement are shifting. Ten years ago, rural markets created massive challenges when it comes to internet access. Now, the majority of the United States has access to WiFi or mobile browsing. That's a big deal. The technology is in place and more people than ever are using the internet and using it to find legal help. It's how they end up on your website or accessing a competitor's website or legal directory listing. So don't expect your website to be the only digital resource to get clients in your office. Consumers go to legal directories to find answers early and often. So while a mobile-optimized website with valuable content that gets you noticed by search engines is a necessity, you should also take advantage of some of the best legal directories on the web like SuperLawyers.com, FindLaw.com, Abogados.com and LawInfo.com.
And just like the previous section, it's important that your content is consistent, concise and compelling to build trust. A wrong phone number or address can cost you a new client or bring your firm's professionalism into question. An underutilized profile, with limited information and no photo, can cause consumers to lose interest and pick someone else in your area. So be as specific as possible with your profile when it comes to practice area to reach your target audience. This is particularly important for small-town lawyers who handle a wide variety of cases.
Just because you're in a small town doesn't mean you have you shrink your expectations or your marketing strategy. Legal consumers have a wide net to cast as they search for the right answers to their issues. They're using the internet to research and hire the lawyer they think is best suited to solve their legal problem. Don't miss out by overlooking the possibilities of a digital marketing strategy. Contact your Super Lawyers Associate Publisher today and talk to someone invested in seeing legal consumers gain access to the best lawyers in the country.
Super Lawyers in the News: Making a Murderer, Illusion of Justice, Empire of Pain and HUD
In the 2005 edition of Indiana Super Lawyers Magazine, we got to know Larry A. Mackey of Barnes & Thornburg in Indianapolis. Before his career in private practice, Mackey made a name for himself as an assistant U.S. attorney. Among the many cases he prosecuted, perhaps the biggest was that of Timothy McVeigh and Terry Nichols--the Oklahoma City bombers.
Culminating an investigation and prosecution costing an estimated $82 million, Mackey gave the closing argument in late May. In between, the government presented a strong circumstantial case that McVeigh assembled and triggered the bomb as an act of protest over the government's role in Waco and the shooting at Ruby Ridge.
"He was a very bright guy, well-spoken, and he had his finger on the pulse of the defense," Mackey says of McVeigh. "There clearly was a deep, inbred seed of suspicion and hatred of the federal government."
The jury deliberated three days before returning guilty verdicts and recommending the death sentence. Mackey never will forget what happened next. "We came out of the courthouse, we hit the courtyard, and the sidewalks were full of people, traffic had stopped, and people were leaning out the windows, and the team walks out to this thunderous applause."
Mackey was ready to return home. Attorney General Janet Reno had other ideas. She asked to meet with Mackey and his wife. Reno convinced them Mackey was the man to serve as the chief prosecutor in the federal trial of Terry Nichols.
Read the rest of the article on SuperLawyers.com. And be sure to check out the most recent issue of Indiana Super Lawyers Magazine.
Super Lawyers list selectees come from a wide array of backgrounds and possess a vast array of abilities. As a result, they often end up in the news, whether because of the cases they represent or the distinction they receive. So here are a few of the latest noteworthy items from Super Lawyers listees in the last couple months.
Katherine Zellner - The subject of the 2018 Illinois Super Lawyers Magazinecover told reports last month that Steven Avery, the man convicted for murder and portrayed in the Netflix documentary "Making a Murderer," was framed for the 2005 crime. She cites that the experiments of a bloodstain expert undermine the claims which put Avery, no 55 years old, in jail where he is serving life in prison without parole. Read the full story.
Jerry Buting - ABC announced that a legal drama based on Buting's book, "Illusion of Justice," is in development. In the book, Buting, who also defended Steven Avery, writes about his experience with the "Making a Murderer" case and how it intertwines with other high profile cases in his criminal defense career. Read our Q&A with Buting from 2012 here and learn more about what ABC has in store for "Illusion of Justice" here.
Paul Hanly - According to a recent The New Yorker feature on the opioid crisis, Hanly, a Super Lawyers list selectee and New York trial lawyer, brought a lawsuit against Purdue Pharma with five thousand patient signatures in 2003. Now working with Mississippi Attorney General Mike Moore, Hanly and other attorneys are bringing "a fresh wave of lawsuits against Purdue and other pharmaceutical companies." Read the entire piece.
J. Paul Compton, Jr. - Nominated last May by President Donald Trump and confirmed in December, Compton is now serving as counsel to Dr. Ben Carson, Secretary of the Department of Housing and Urban Development (HUD). Compton is a partner with the law firm Bradley Arant Boult Cummings LLP and he was a Super Lawyers list selectee from 2008-2014. He is also the outside general counsel to the Alabama Affordable Housing Association and a member and former state chairman of the American Bar Association Forum on Affordable Housing and Community Development. He was sworn in by Dr. Carson on January 5.
These are just a few of the stories about our list selectees, so keep up with what's happening by following us on Facebook, LinkedIn and Twitter.