| While some law schools are beginning to change their | | | | purport to be, if you haven't managed law firm web |
| ways, historically, most law firms have not | | | | visibility campaigns, you are more likely to make more |
| adequately prepared lawyers for the business of | | | | mistakes. |
| practicing law. | | | | 2. Technical Knowledge - While you don't need to be |
| Operating a law firm requires several business-related | | | | a computer science major to understand the |
| skills that most lawyers simply don't have. From | | | | concepts of Internet marketing, you should have a |
| accounting, to hiring, to payroll, to accounting, there | | | | basic grasp of some of the more technical |
| are many skills required to keep your firm running | | | | components of the web. Even more importantly, you |
| smoothly. And just as important as any of these, is | | | | should look for a consultant that is familiar with the |
| getting new business. | | | | latest solutions available to lawyers online. Web |
| Marketing a firm can be a full-time job in itself. In fact | | | | marketing technology is evolving quickly and if you're |
| is. In fact, it has spawned an entire industry. You | | | | marketing agent isn't keeping up, chances are you will |
| don't have to look very far to find all sorts of | | | | be chasing your competitors' coat tails. |
| marketing consultants, experts, agencies, etc. But | | | | 3. Relationships - Just like any business, when it |
| how do you choose the right one? | | | | comes to successful law firm web marketing, |
| While there are many components to building an | | | | relationships matter. The more relevant industry |
| effective strategic relationship with your marketing | | | | relationships your professional can leverage, generally |
| partner, when it comes to hiring an Internet | | | | speaking, the more that their clients will benefit. |
| marketing consultant, there are a couple | | | | When you are interviewing your prospective law firm |
| characteristics that I have seen, more often than | | | | Internet marketing professional, make sure that they |
| not, lead to positive results. | | | | score high marks in these three key areas. While you |
| 1. Experience - Just like with the practice of law, in | | | | can never guarantee that you have found the right |
| the practice of Internet marketing, there is no | | | | partner for you, identifying these qualities will increase |
| substitute for experience. I don't care how skilled you | | | | your likelihood of success. |