How to Waste Time and Money In Legal Marketing

[Published in Marketing the Law Firm]

Furia Rubel CEO and general counsel Gina Rubel recently published an article outlining various fraudulent email solicitations that are commonly sent to lawyers. She cautions law firms to be wary of sales pitches that will waste time, money, and resources.

Rubel identifies scams selling SEO services: “No company can get you ‘on the first page of Google’ without your firm investing a lot of resources in Google Adwords or in an extensive organic SEO campaign. For example, one personal injury law firm in Philadelphia invests nearly $150,000 monthly in Google Adwords alone. Is your law firm willing to make that type of investment?”

She warns against solicitations offering video news releases: “If your firm is working with a reputable marketing partner, they are not going to advise a law firm to turn every press release into a video news release — especially not the standard board appointments, CLE programs and other day-to-day press releases that the public relations team uses for the firm’s website, social media shares, and to update an attorney’s bio on the website.”

Rubel also cautions against guest blogs: “Why would an intellectual property law firm want canned content from a family law firm? And why would a corporate law blog want to include criminal law content? There is no good reason. Just don’t do it.”

• Integrated Marketing and Public Relations with Robyn Addis of Legal Internet Solutions Incorporated
• The Impact of Legal Marketing on the Business of Law with Brenda Plowman, Chief Marketing Officer at Fasken

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