The Future of Law Firm Marketing: The Law Blog
October 17, 2010 | Insider News, Media
The legal profession, like legal education, has long been criticized for its unwillingness to modernize. But the internet has been the exception. While more and more law firms move quickly into the world of online marketing, it’s not uncommonly the vision and web skills of the young associates that leads the charge.
One of the most progressive types of law firm marketing is the law blog. It enables law firms and solo practitioners to publish articles on law related information that appeals to its potential clientele. The simple goal is to increase accessibility to your firm by providing free information to the google-searching masses.
Law Law Land is the law blog for the LA-based entertainment firm, Greenberg Glusker. The firm has been around for over 50-years but its entry into the blog world is relatively new. And wouldn’t you know it, it’s one of the young star associates that has been tapped as editor (but not chief) of the online publication. Ken Basin, an ’08 Harvard Law grad, is the man behind Law Law Land but this is not a one-attorney show. Several of the Greenberg associates write pieces on a weekly basis– and attached to each and every blog posting is a picture of its author and a link to his/her contact information at the law firm’s main website. (Note: Basin already had a bit of an internet following before he created Law Law. He got to the final question on Who Wants to Be a Millionaire. Watch it here).
The bottom line financial value of these blogs is difficult to quantify but as more and more people turn to the internet to find professional services, law blogs will invariably draw a bulk of the law related traffic. While the partners at Greenberg may or may not appreciate or understand the full value of what Basin has created, they have certainly given him the space to do it. As more and more law firms expand into online marketing, it will likely be the young associates, like Basin, who have the most to offer.
If you are interested in learning more about how your law firm can maximize its web presence, contact The Law Insider.
