Can attorneys really expect to get clients via Google? I think so. And, increasingly, I’ve been hearing about attorneys who have been successful in doing so.
I recently shared the Burger King story with Roy A. Ginsburg, an attorney at Dorsey & Whitney who has been writing the Quirky Employment Questions blog since 2007. On the subject of “clients via Google,” Roy offered a little bit of skepticism (and some fantastic insight).
When it comes to online marketing, Roy focuses primarily on blogging. While he has not yet garnered a client directly “via Google,” Roy doesn’t think that this negates the value of online marketing. He sees his blogging as just one more way to engage people, build his brand and nurture relationships. He points to one example where his blog helped develop a relationship that resulted in a six-figure client engagement.
When I asked him to explain exactly how he uses his blog to nurture relationships, he gave me two examples:
- Each day, Roy receives an email digest of court cases filed in his region. He eyeballs the list in search of (a) cases in his niche, and (b) cases that relate to blog posts he’s written. When he comes across the right case, Roy sends an email to the GC of the company being sued. He offers the GC some thoughtful advice — and includes a link to the relevant blog post (which tends to be long and insightful).
- Even if no relevant case has been filed, Roy often emails his blog posts out to clients and potential clients in order to keep them apprised of important legal developments — recent decisions, legislation, or other matters — likely to be significant to them.
The key to this strategy, he says, is writing valuable content. In fact, Roy's blog posts are considered so useful to in-house counsel that Lexology named him 2010 "Author of the Year” in two categories.
A Brilliant Marketing Strategy
Roy’s approach is brilliant because he’s getting valuable information into the hands of GCs at exactly the time at which they need it. Even if his emails and blog posts never directly result in business, they all help to build his reputation and build relationships. And, when it comes to marketing an attorney, reputation and relationships are everything.