{"id":528,"date":"2014-10-19T14:00:00","date_gmt":"2014-10-19T13:00:00","guid":{"rendered":"https:\/\/hub.findingsimple.com\/au\/dan-toombs-make-legal-mark-online\/"},"modified":"2022-08-03T16:04:41","modified_gmt":"2022-08-03T05:04:41","slug":"dan-toombs-make-legal-mark-online","status":"publish","type":"post","link":"https:\/\/insight.thomsonreuters.com.au\/legal\/posts\/dan-toombs-make-legal-mark-online","title":{"rendered":"Dan Toombs on Making Your Legal Mark Online"},"content":{"rendered":"

As Walmart Canada enters the legal space with $99 wills and Australian virtual law firm\u2019s like Nest Legal<\/a>, LegalVision<\/a> and Hive Legal<\/a>, lead the online charge in their local market with affordable, fixed-fee services, the global legal profession is in the midst of an unprecedented period of growth and disruption.<\/p>\n

It is one of the few remaining industries to be \u2018disrupted\u2019 and commoditized by online technologies<\/a> and lawyers are beginning to understand that a strong online law firm presence<\/a> is essential to the longevity of their practice.<\/p>\n

During a recent livestream ALPMA presentation entitled Positioning Your Practice (part of ALPMA\u2019s popular Leading Your Firm Program), Dan Toombs \u2013 law firm marketing expert and director of Fast Firms<\/a> \u2013 discussed the benefits of implementing the four marketing Ps to strengthen online presence and make your firm \u2018remarkable\u2019. We caught up with Dan Toombs after the event to find out about the ways you can position your law firm to win business online.<\/p>\n

The four Ps: place, price, product and promotion<\/b><\/span><\/p>\n

In the 1960s, American marketing professor Jerome McCarthy, espoused the now well-known theory that four essential ingredients are game changers for positioning your brand:<\/p>\n

    \n
  1. Place<\/li>\n
  2. Price<\/li>\n
  3. Product and<\/li>\n
  4. Promotion.<\/li>\n<\/ol>\n

    According to Toombs, these principles are more relevant than ever and are being disrupted in the legal arena.<\/p>\n

    Place<\/b><\/span><\/p>\n

    With a run of dispersed law firm models having been established in Australia such as Hive Legal<\/a>, Bespoke Law, Nest Legal<\/a> and Keystone Lawyers, the concept of physical space is changing. \u201cLawyers can sit in their home offices and chime in to do work and it allows business owners to get smart about process, advertising and marketing so lawyers can be lawyers.\u201d<\/p>\n

    A proliferation of online platforms linking consumers to lawyers and an increased interest in outsourcing methodical processes offshore has also led to ongoing disruption, according to Toombs.<\/p>\n

    Price<\/b><\/span><\/p>\n

    As consumers demand more cost certainty at the outset, law firms are beginning to introduce different pricing structures<\/a>. Many are getting creative with different payment arrangements from fixed fees and retainer agreements to subscription services such as America\u2019s LegalShield<\/a> and free or \u2018low fee\u2019 legal advice.<\/p>\n

    Product<\/b><\/span><\/p>\n

    As predicted by Richard Susskind, author of the highly controversial legal bestseller The End of Lawyers? Rethinking the Nature of Legal Services<\/i>, the commoditisation of legal services is here to stay. Products or processes that can easily be adapted to the online space are enjoying a growing market share.<\/p>\n

    \u201cSimple wills and enduring powers of attorney have all been commoditized\u201d, notes Toombs. \u201cSlater and Gordon have their own will kit; there are online platforms for simple personal injury matters, and companies like LegalVision are providing forms and precedents online.\u201d<\/p>\n

    Unique product differentiation is just one way you can position your brand online and set yourself apart from the rest of the market.<\/p>\n

    Promotion<\/b><\/span><\/p>\n

    Google<\/a> stands out as the number one online search platform and the results of its Zero Moment of Truth (ZMOT) research shows people\u2019s searches are not one dimensional, which means the quality and frequency with which online content is published is paramount.<\/p>\n

    \u201cPeople tend to search widely on the internet for services these days,\u201d says Toombs. \u201cIt is a complex tapestry of movements; they don\u2019t necessarily choose your offerings the first time they land on your site. You have to engage them straight away \u2013 regular, frequent and compelling content will help you to achieve better rankings and create a narrative which permeates your brand.\u201d<\/p>\n

    Beyond the Horizon: The blue ocean<\/b><\/span><\/p>\n

    As explained in the Harvard Business Review<\/a>, \u201cRed oceans represent\u2026 the known market space\u2026 [where] industry boundaries are defined and accepted, and the competitive rules of the game are well understood\u2026 Blue oceans\u2026 [represent] the unknown market space\u2026 In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid.\u201d<\/p>\n

    Toombs is a fan and advocate of Blue Ocean Strategy<\/i>, by authors W. Chan Kim and Ren\u00e9e Mauborgne and explains that most firms stay in the red water doing the bare minimum to stay on top of industry changes, which means they then run the risk of becoming obsolete.<\/p>\n

    \u201cIt is best not to have a myopic view \u2013 you can\u2019t just focus on your website and how many Facebook \u2018likes\u2019 you have on your business page. You need to think about marketing and promotion but you also need to adopt a blue ocean strategy,\u201d says Toombs.<\/p>\n

    Top recommendations to improve online presence<\/b><\/span><\/p>\n

    So what are Toombs\u2019 top tips for improving your online presence? Does he think firms should think beyond the horizon and adopt a blue ocean strategy?<\/p>\n

      \n
    1. Be remarkable.<\/b> Create a different experience for consumers and differentiate yourself from the crowd.<\/li>\n
    2. Go offline to get online.<\/b> Broker relationships with important referrers, such as local financial advisors and reconnect with old customers in your database. It is not just about being online \u2013 you still need to foster connection and relationships.<\/li>\n
    3. Create compelling content.<\/b> Create downloadable guides, produce articles, record or video content and hold seminars. Provocative and engaging content will attract more attention and be more useful to potential clients searching online.<\/li>\n
    4. Rethink the funnel.<\/b> Apply an \u2018inbound\u2019 marketing methodology by engaging people and leading them \u2018down the funnel\u2019 into your website. Create a series of podcasts, videos and guides and then continue being \u2018remarkable\u2019 with follow-up emails.<\/li>\n<\/ol>\n

      By reviewing your firm\u2019s website, identifying key strategic relationships, re-engaging past clients, creating strong, compelling content and looking beyond the horizon, your firm will be well on its way to being remarkable.<\/p>\n

      For more insight on how you can help your law firm stand out, take a look at Insight’s Law Firm Marketing articles, guides and conversation<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Australian virtual law firms are leading the online charge with affordable, fixed-fee services ushering the global legal profession into the midst of an unprecedented period of growth and disruption. We caught up with Dan Toombs to discuss ways you can position your law firm to win business online.<\/p>\n","protected":false},"author":9,"featured_media":530,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[576,629],"tags":[139,257,486,535],"insight_job_role":[614,628],"insight_practice_area":[],"class_list":["entry","author-jacquiwalker","has-excerpt","post-528","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business-management","category-strategy-and-business-development","tag-content-marketing","tag-google","tag-social-media","tag-virtual-law-firms","insight_job_role-partner","insight_job_role-solicitor","hentry"],"acf":[],"yoast_head":"\nDan Toombs on Making Your Legal Mark Online | Legal Insight<\/title>\n<meta name=\"description\" content=\"Dan Toombs, law firm marketing expert, discusses the benefits of implementing the four marketing Ps to strengthen your firm's online presence.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/insight.thomsonreuters.com.au\/legal\/posts\/dan-toombs-make-legal-mark-online\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dan Toombs on Making Your Legal Mark Online | Legal Insight\" \/>\n<meta property=\"og:description\" content=\"Dan Toombs, law firm marketing expert, discusses the benefits of implementing the four marketing Ps to strengthen your firm's online presence.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/insight.thomsonreuters.com.au\/legal\/posts\/dan-toombs-make-legal-mark-online\" \/>\n<meta property=\"og:site_name\" content=\"TR - 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