ABA book offers innovative online strategies for legal marketing

Lawyers looking for a guide to develop and implement a marketing plan, look no further. The Lawyer’s Guide to Marketing on the Internet, Fourth Edition, a new publication from the American Bar Association’s Law Practice Division, is the answer.

This updated and revised publication, written by Greg Siskind and Deborah McMurray, offers advice in simple, easy-to-understand language, on how to develop and execute a marketing plan that will pay off. The guide features insights on transforming a website and maximizing the use of email, social media and an overall online marketing strategy to benefit a law firm’s bottom line. By implementing the clear and effective online marketing strategies found in this book, lawyers will be able to get closer to clients and cultivate new business.

Readers will learn about:

• Internet marketing strategies and how to build your own plan

• Content marketing that targets and speaks to your desired audiences

• Today’s websites—from “must do…” to “definitely don’t…”

• The Ten Foundational Best Practices for law firm websites

• The latest survey of the AmLaw Global 50 websites

• Today’s technologies and platforms

• Website timelines, budgets, hosting and contracts

• Announcing, growing and promoting your website

• Mobile sites—so critical today!

• Social media ins and outs

• Email marketing

• Multimedia content, including videos, podcasts and webinars

• Search engine optimization

• Website vendors and other consultants

• Analytics and measuring your return on investment

• The ethics of client development using technology and the Internet

Siskind created one of the first law firm websites and the first lawyer blog. Recently, he was named by ABC News as one of the top 20 people to follow on Twitter to keep up on the immigration debate. He primarily practices in business and employment immigration law and directs technology initiatives for his law firm, Siskind Susser in Memphis.

McMurray is the founder, CEO and strategy architect of Content Pilot LLC in Dallas, a marketing strategy and technology company that serves law firms and other professional services firms. She was inducted into the Legal Marketing Hall of Fame in 2008, was elected into the College of Law Practice Management in 2007 and was named as one of National Law Journal’s “2013 Top 50 Legal Business Trailblazers & Pioneers.”