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Raising the Bar: The Lawyer’s Guide to Online Marketing

Internet marketing is an object of scorn and a source of tremendous frustration for many lawyers. The search engine marketing (SEM) industry is still nascent, undefined, and difficult to navigate, and many lawyers are already so busy with their practices that they don’t have the time or patience to delve into it. Instead, they may turn to professionals to take over that sector of marketing on their behalf. Unfortunately, both charlatans and seasoned pros use the same language, present the same ideas, and often have the same talking points when they’re trying to sell their SEM services. This is not surprising when you step back and consider the cause: the lack of experience and education of many of the so-called SEM experts.
The discipline of search engine marketing is rarely taught in schools at either the graduate or undergraduate level. One nationally prominent MBA program is still teaching marketing as if print were king and the web barely exists. Thus, the infancy of the discipline and the lack of formal training and education for most practitioners make it very difficult to determine if anyone really has any idea what the heck they are talking about when they start spouting internet marketing jargon.

The pros and the charlatans both know more than the average lawyer about this topic and can confuse anyone with their snake-oil approach to selling their services.

Luckily for my readers, I DO have the experience, and I’m ready to share it with you in plain language, with easy-to-apply tips. I have had the benefit of years of observing the online strategies of hundreds of companies, from Fortune 100s to town square law offices. I’ve learned a few things along the way that I want to share with you.

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