Web Technology Your Firm Should Be Using Now

Law firms are learning to use web-based technology as a powerful tool for creating a more level playing field to enhance their images, expand their visibility in targeted markets, and drive business to their firms. However, with so many competing interests for limited marketing dollars, what web technology should your firm be employing? Here are essential technology tools you need to be using now.

Social Networking

LinkedIn, Facebook and Twitter are revolutionizing the way lawyers can reach existing clients and attract new ones. At a minimum, your firm should be managing its social networking presence with a LinkedIn “company profile” that provides an overview of the firm and links to the individual users in your firm. Facebook has garnered a lot of traction with consumer practices, but there is applicability with commercial practices as well. Twitter can help create “buzz” by raising visibility and expanding the reach of a firm's business development efforts. For a great example of how to leverage a social networking presence, visit Brinks Hofer Gilson Lione (http://www.brinkshofer.com/). The home page links you to the firm's RSS feeds, LinkedIn company profile, and Twitter feeds, interconnecting the firm's Internet footprint.

'App'-Ready Website/Blog

Smartphone usage has caused law firms to re-evaluate their website designs to ensure that display and applications are “mobile ready” with this fast-advancing technology. In addition to display functionality, integrating “apps” that can help clients get to information ' such as a client alert or attorney bio ' quickly from a handheld or iPad is fast becoming the norm. However, a complete redesign of a firm's website is not necessarily the solution or investment needed. Many web experts advocate creating a separate “mobile-ready” website that is designed to display content and navigation in a smartphone format ' essentially a subdomain of the firm's main domain (e.g., http://www.mobile.firmdomain.com/ or www.firmdomain.com/mobile). Adapting a blog to be mobile-ready is also essential. WordPress, the popular blogging tool, has a mobile ready version too (MobilePress) to present blog posts and related information in a smartphone friendly format.

Presentation Technology

Using web-based presentation tools ' specifically, podcasts, video and webinars ' are also an essential part of today's law firm marketing communication mix.

Podcasts (which are just audio files) are easy to create, edit and post. This technology tool makes it easy for clients to download a podcast and listen at their leisure ' whether they are stuck in traffic or working out on the treadmill. That said, there are law firms that have been taking the podcast to a new level ' online radio programs for clients and potential clients. BlogTalkRadio is a tool that allows you to host a live Internet talk radio show using a telephone and a computer. The basic tool is free, but the expanded resources (that come with a reasonable monthly fee) offer more useful features. For examples of how organizations are employing this technology, take a look at Patton Boggs LLP (See Video/Podcast Center at www.pattonboggs.com/media) as well as the Total Attorneys BlogTalkRadio site (www.blogtalkradio.com/totalattorneys).

Video requires a bit more planning and resources than podcasts. The benefits of investing in video are that it is a very compelling client development tool and is also highly indexed by Google, making it a great search engine optimization tool. For video to be effective though, it should be professionally produced. Amateur presentations can actually hurt an image, not enhance it. For a stellar example of the way it should be done, visit the Hennessy & Roach, P.C. website (http://www.hennessyroach.com/). This is a video-packed website featuring vignettes covering the firm, practice, and educational resources for clients and site visitors.

Finally, webinars, which combine the audio of a podcast with the presentation of a slide show, provides a good combination of interactivity, is cost-effective, and allows you to reach large audiences. Webinars are easy to produce, can be presented live for a “viewing” audience, and can also be recorded for later playback. Resources such as BrightTALK, GoToMeeting and WebEx offer webinar technology tools that are easy to use and easy on the budget.

E-Mail Marketing

The technology behind e-mail marketing provides unprecedented insight into who's reading your material and who's not. Using an e-mail marketing tool ' such as Constant Contact (monthly commitment) or VerticalResponse (pay per use) ' is an essential part of any law firm marketing communications program. One of the greatest benefits of using an e-mail marketing tool is that you are able to follow your readers. The tracking reports provided show you specifically who (the actual e-mail address) opened the e-mail, which e-mail bounced (bad address), who forwarded the e-mail, and if you provided links to information on your website or other web links, you will see who clicked on those links. In addition to tracking the recipients of your e-newsletter, using an e-mail marketing tool will give you peace of mind that your e-communication complies with anti-spam laws.

Nancy Roberts Linder is transitioning from her own consulting practice of 18 years to a law firm in Chicago, where she will oversee marketing and strategic planning. She can be reached via e-mail at [email protected].

Law firms are learning to use web-based technology as a powerful tool for creating a more level playing field to enhance their images, expand their visibility in targeted markets, and drive business to their firms. However, with so many competing interests for limited marketing dollars, what web technology should your firm be employing? Here are essential technology tools you need to be using now.

Social Networking

LinkedIn, Facebook and Twitter are revolutionizing the way lawyers can reach existing clients and attract new ones. At a minimum, your firm should be managing its social networking presence with a LinkedIn “company profile” that provides an overview of the firm and links to the individual users in your firm. Facebook has garnered a lot of traction with consumer practices, but there is applicability with commercial practices as well. Twitter can help create “buzz” by raising visibility and expanding the reach of a firm's business development efforts. For a great example of how to leverage a social networking presence, visit Brinks Hofer Gilson Lione (http://www.brinkshofer.com/). The home page links you to the firm's RSS feeds, LinkedIn company profile, and Twitter feeds, interconnecting the firm's Internet footprint.

'App'-Ready Website/Blog

Smartphone usage has caused law firms to re-evaluate their website designs to ensure that display and applications are “mobile ready” with this fast-advancing technology. In addition to display functionality, integrating “apps” that can help clients get to information ' such as a client alert or attorney bio ' quickly from a handheld or iPad is fast becoming the norm. However, a complete redesign of a firm's website is not necessarily the solution or investment needed. Many web experts advocate creating a separate “mobile-ready” website that is designed to display content and navigation in a smartphone format ' essentially a subdomain of the firm's main domain (e.g., http://www.mobile.firmdomain.com/ or www.firmdomain.com/mobile). Adapting a blog to be mobile-ready is also essential. WordPress, the popular blogging tool, has a mobile ready version too (MobilePress) to present blog posts and related information in a smartphone friendly format.

Presentation Technology

Using web-based presentation tools ' specifically, podcasts, video and webinars ' are also an essential part of today's law firm marketing communication mix.

Podcasts (which are just audio files) are easy to create, edit and post. This technology tool makes it easy for clients to download a podcast and listen at their leisure ' whether they are stuck in traffic or working out on the treadmill. That said, there are law firms that have been taking the podcast to a new level ' online radio programs for clients and potential clients. BlogTalkRadio is a tool that allows you to host a live Internet talk radio show using a telephone and a computer. The basic tool is free, but the expanded resources (that come with a reasonable monthly fee) offer more useful features. For examples of how organizations are employing this technology, take a look at Patton Boggs LLP (See Video/Podcast Center at www.pattonboggs.com/media) as well as the Total Attorneys BlogTalkRadio site (www.blogtalkradio.com/totalattorneys).

Video requires a bit more planning and resources than podcasts. The benefits of investing in video are that it is a very compelling client development tool and is also highly indexed by Google, making it a great search engine optimization tool. For video to be effective though, it should be professionally produced. Amateur presentations can actually hurt an image, not enhance it. For a stellar example of the way it should be done, visit the Hennessy & Roach, P.C. website (http://www.hennessyroach.com/). This is a video-packed website featuring vignettes covering the firm, practice, and educational resources for clients and site visitors.

Finally, webinars, which combine the audio of a podcast with the presentation of a slide show, provides a good combination of interactivity, is cost-effective, and allows you to reach large audiences. Webinars are easy to produce, can be presented live for a “viewing” audience, and can also be recorded for later playback. Resources such as BrightTALK, GoToMeeting and WebEx offer webinar technology tools that are easy to use and easy on the budget.

E-Mail Marketing

The technology behind e-mail marketing provides unprecedented insight into who's reading your material and who's not. Using an e-mail marketing tool ' such as Constant Contact (monthly commitment) or VerticalResponse (pay per use) ' is an essential part of any law firm marketing communications program. One of the greatest benefits of using an e-mail marketing tool is that you are able to follow your readers. The tracking reports provided show you specifically who (the actual e-mail address) opened the e-mail, which e-mail bounced (bad address), who forwarded the e-mail, and if you provided links to information on your website or other web links, you will see who clicked on those links. In addition to tracking the recipients of your e-newsletter, using an e-mail marketing tool will give you peace of mind that your e-communication complies with anti-spam laws.

Nancy Roberts Linder is transitioning from her own consulting practice of 18 years to a law firm in Chicago, where she will oversee marketing and strategic planning. She can be reached via e-mail at [email protected].