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LIV President's Blog 2012

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Online Marketing 101: How you can become Indispensable by generating new business for your practice.

Online Marketing 101: How you can become Indispensable by generating new business for your practice.

Guest Blog Post

Online marketing consultant and educator Troy Dean shares his tips in effective practice management and online lead generation for young lawyers. Read on to learn key tools that will help enhance your offering in any legal position throughout your career.

Online marketing 101:

Without knowing why you are using the internet and exactly what you are trying to achieve, you run the risk of getting distracted, wasting time and not getting a return on your investment of effort. On the other hand, if you do it well you can position yourself as a thought leader and attract inbound leads from potential new clients, employers or partners.  Here's a simple six step blueprint you can use to get better at online marketing right now. Implementing this plan into your practice, no matter what level or position you are, will undoubtedly increase leads, which means new clients for your practice and a happy boss (and we all know how important that is).

Step 1: Write Your Game Plan

I know, it sounds boring. However, the glamour of automating your lead generation comes from a well thought out, well executed game plan. So ask yourself (as well as your colleagues and superiors) this question: What EXACTLY are we trying to achieve? Brand awareness? New leads? How many and by when? Remember to be specific.  Eg: We want to attract 50 new email addresses of CEO's of SME's in the manufacturing sector in Victoria by the end of March.

Step 2: Create Your Attraction Potion

The truth is people don’t really care about what you do or how good at it you might be. What they care about is what's in it for them.  So create some remarkable content that helps the person you want to attract, overcome one of their biggest frustrations. Recruiting C-level executives for example? Write a blog post about the challenges of hiring and keeping good management and offer some examples of how these challenges can be overcome. Oh - and don't mention anything about what you do. At this point, they don't care.

Step 3: Capture Leads

Utilise social media, blogging and video content to offer your audience something of high-perceived value that you can produce at relatively low cost in exchange for their email address. EG: Work with your firm to create a high-quality, downloadable report with specific information relevant to your target audience and offer this to current clients, potential leads, followers and fans on Twitter and Facebook and your Blog if you have one.  

Step 4: Nurture Relationships

Once you have new leads’ details, treat them with the utmost respect. Add more value to their professional life than anybody else, by consistently offering them resources, links, video interviews, case studies, reports from third party industry associations and try to resist the urge to pitch them. The key here is to be consistent. Check out for a good place to start.

Step 5: Convert

The art of converting a lead into a paying client is knowing when to make the offer. Once you have built enough trust by adding value, sending them links to blog posts, videos (see for a great bank of awesomeness), journal articles and seminars, it's perfectly okay to ask for the business.  Asking for their business does not necessarily mean signing a life-long retainer agreement. It could be as simple as inviting them to a VIP networking function as your guest, a business luncheon, or you could invite them into the office to pitch them. If you don't make the offer, you'll lose a percentage of your leads to someone who does make the offer.

Step 6: Master

My favourite part of online marketing is analysing data to see where I can improve my efforts. Using free tools like Google Analytics ( to understand the way people use your website gives you great insight that you can use to make your offer more appealing. The sad reality is that over 80% of Australian businesses, who run Google Analytics on their website, don't do anything with the data. Doh! This also means there is a huge opportunity for those few who do, to outplay the competition.

Game on.

What online marketing tools have you found helpful in lead generation?

Guest Blog by Troy Dean (please feel free to connect with me at

To learn more about how to use online marketing tools in your firm, Troy Dean will be presenting a session at the upcoming 2013 Legal Symposium February 27-March 1. Visit the LIV website to learn more or register here to attend any sessions. Registrations close 26 February.

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