The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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This week I’ll be discussing using three law firm Internet marketing strategies to build your million dollar list:

Strategy #1: Build.

Strategy #2: Borrow.

Strategy #3: Buy.

The law firm Internet marketing strategy today is Strategy #1: Build.

When it comes to Internet marketing for lawyers, one of the easiest ways to build your list is through article marketing.

This is how it works:

• You write an article in your area of expertise, solving a problem your prospective client has.
• People find your article on the Internet because it’s “search engine optimized” (SEO’d).
• They read your article.
• They respond by signing up for your newsletter, contacting you for a consult or sending you their contact information – whatever it is you want them to do.
• You are now building your million dollar list.

That’s article marketing in a nutshell. Here are the steps you should take:

• Write 2-4 articles each month. (Remember, frequency and consistency is key.)
• Focus your article on a theme. Edgy, controversial, already being tossed about in the media.
• To make it search engine optimized, add your keywords (wordtracker.com).
• Write like a marketer:

Clearly identify your target market.
Describe a primary challenge or problem they are experiencing.
Provide a realistic and simple solution to their challenge.
Write a “call to action.” Tell them what you want them to do: sign-up for a newsletter, contact you for a consult, give you their contact information, etc.

• Use an automated submission service to publish your articles to thousands of hungry editors. (articlemarketer.com; isnare.com; submityourarticle.com)
• Test and track your success. (google.com/alerts)

In my next post, I’ll discuss law firm Internet marketing Strategy #2: Borrow.

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Do you want a step-by-step system to get more referrals? Then come to Los Angeles April 24 & 25^th to attend The Rainmaker Referral Intensive. For more information and to register, please call 888-588-5891.