1

3

4

5

6

7

Intermsoftheprojected$892millionspentonlegaladvertisingin2015,ahandfulof

lawfirmsaremajorplayerswithtelevisionadspendinginexcessof$10million.

8

AccordingtoWebpageFX,anonlinemarketingfirm,andSemRush,anonlineresearch

firrm,searchtermstiedtolegalissuescomprisenineofthetoptenand23outofthe

top25mostexpensiveGooglekeywordsearchterms.Infact,78ofthetop100

Googlekeywordsearchtermswerelegalterms.

9

Top25KeywordsandCost(January1–June30,2015)

10

Inthecaseofmesotheliomakeywords,attorneyssethighbidsinGoogleAdWords

becausetheystandtoreceivelargesumsofmoneywhenaplaintiffinanasbestos-

cancerlawsuitgainsafavorablejudgmentorsettlement; juryawardsandsettlements

insuchcasescanrangefromtensofthousandstomillionsofdollars.

Theaveragemesotheliomasettlement isbetween$1millionand$1.4millionand

typicallypaidbymultipledefendants.

Asforthestructuredsettlementkeywords,thebusinessofbuyingsomeone’s

structuredsettlement annuityisnodoubtsimilarlylucrative.

11

12

RecentstudiesofallbusinessesintheUSshowthattheywillspendaround10-11%of

revenuesonmarketingandadvertisingwithcommonrangesfrom7-15%depending

onfactorssuchasgrowth,industry,etc.

Willvarybasedonfactorssuchas geography,firmsize,goals,growthrates,practiceareas,etc.Forexample,manyofthemoretraditionalsmalltomediumsized

transactionalfirmswillhaveamarketingbudgetrangingfrom3-6%basedonaverage

tomoderategrowth.Conversely,itisnotunusualtohavehighergrowthcontingency

basedfirmsthatwillspendinexcessof10%ofbillingsinsomeinstances.

13

Onaveragefirmsreportedhavingspent3.4percentoftheirannualcollectedfeeson

marketingandbusinessdevelopmentactivities in2013,”saidBobWeiss,president

andfounderofAlyn-Weiss&Associates, Inc.,aDenver-basedlegalmarketing

consultancy.The2014Alyn-WeissNationalMarketingEffectivenessSurveyincluded

responsesfrom117localandregionallawfirmsandwascompletedthisfall.All

respondingfirmspracticedcorporate,transactionalanddefenselitigationandthe

averagesizefirmhad37lawyers.

14

https://www.linkedin.com/pulse/how-much-should-my-law-firm-spend-marketing-

dustin-ruge

The3.7%wasderivedfroma9%annualincreaseoverthe3.4%ofannualbillings

allocatedtomarketingforanaverageattorneyin2013basedonastudybyDenver

basedconsultancyAlyn-Weiss&Associates,Inc.The2013numberhadpreviously

increasednearly20%overthepreviousyear(2012)of2.8%soaddinga9%growth

factorfor2015ledtoaconservativeestimate of3.7%.

If youwillbillatoraround$400-500Kannually,thispercentagecommonlyworksout

toaspendingrangeof$14.8-18.5Kperattorney.

15

16

17

18

19

20

21

22

• Yourbestnetworkingactivity isbeingagoodlawyer.

• 25-50%ofyournewclientseveryyearwillcomefromreferrals

• Findoccasionstospeakbeforeinterestedparties

• Getinvolved inyourcommunity

• Lavellerecommends,asapartofyourbusinessplan,joiningaBar

Association&1-2committee, thelocalchamberofcommerce, &onetrade

association

• Empower allofyouremployeestoreferinnewclients

23

http://www.icxlegal.com/siteFiles/SiteManager/icXadvisor_referral_myths.pdf

24

http://www.lawpracticeadvisor.com/law-firm-marketing-spending/

Analyzingthenew2014surveyresults,Weisssaidthedatamakesclearthatlawfirmsthatfailto employsix tacticsaresimplymissingoutondesirablework:

“Thedataalsomakesclearthatyoucanstillbesuccessfulrunningafirmbasedsolely

onthetraditionalrelationshiptacticsusedfordecades-- theword-of-mouthmodel

thatincludesseminars,cliententertainment,tradeandcommunitygrouppresence,”

Weisssaid.

“However,thedatamakesitequallyclearthatsomeworkfirmsarereceivingcomes

completelyasaresultofonlinerankings,clientreviews,LinkedIn,blogginganda

firm’swebsite.” Inotherwords,theword-of-mouthmodelhascompetition,the

onlinemodel,saidAlyn-WeisspartnerAmberVincent.

Employingacombinationofthetwoisthemosteffectivewaytomarket,thesurvey

reveals.

25

http://www.huffingtonpost.com/john-p-david/how-to-determine-a-law-

fi_b_7724754.html

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43