Internet Marketing for Attorneys - Speed Counts, Part 2

As addressed in my previous post, Internet marketing for attorneys and lawyers demands speed.  Working with speed provides momentum, allows for testing and "failing fast," and allows one to keep up with the tidal wave of social media and new media that is affecting lawyers with dizzying rapidity.

How does one move quickly in the world of Internet marketing for attorneys and lawyers?  The first key is to implement a new marketing strategy or social media technology on a regular basis.  Although lawyers are exceptionally busy, client development and business development require regular implementation of new, fresh ideas.  I recommend that lawyers implement at least one to three new marketing strategies or new media technologies each week.  If possible, lawyers should be implementing four or more new marketing strategies or ideas each week.  To keep up with the opportunities and advances that are constantly occurring in the new media world, quick implementation is essential.  As lawyers quickly implement new social media and social networking methods and strategies, they will have "first mover" advantage that can be invaluable.  It is the early adopters who will benefit most from the social media sea change in Internet marketing for attorneys and lawyers.

The second key to speed is closely related to the first: legal marketers must constantly be testing everything that they do.  Each week (or at least each month) a lawyer should ask: "what marketing strategies will I be testing and refining this week?"  For example, lawyers should always be testing different text, audio, and video components on their websites.  Lawyers should also be testing different headlines and text on e-mail newsletters to their clients and prospective clients.  Content, layout, formatting and promotion of blogs, podcasts and videos should constantly be tested and improved.

The faster that a lawyer tests new social media, social networking and new media strategies, the faster the lawyer will expand his or her potential client base.