Intellectual Property Attorney Marketing
Intellectual property law protects intangible assets such as inventions, music, literature, and art from unauthorized use or theft. Patents, copyrights and trademarks are some of the means used to protect intellectual property. Intellectual property attorneys perform patent searches, copyright and trademark applications, and litigate infringement claims. Marketing strategies aim to identify potential clients in need of intellectual property law services as well continuously marketing these services to existing clients.
Online Marketing Resources
1. Establish your authority: Start a blog that answers clients’ most immediate introductory questions. For example, “What is the difference between a copyright and a trademark?” or “How long does copyright protection last?” By answering their questions, you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” targeting questions specific to business law.
2. Offer a webinar: This is merely a digital version of the old free-client seminar. A typical topic might be how to use alternative dispute resolution to resolve intellectual property disputes. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars.
3. Become a news source: Use your blog and website to advise potential and existing clients of news and awards received by your practice, court decisions and changing areas of the law. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business.
4. Marketing via SEO and PPC: In short, SEO practices help identify your content to search engine visitors looking for your specific information or keywords. Pay-per-click advertising is the business of purchasing ads that appear to visitors who search specific keywords. If you’re unfamiliar with paid search, read up on Google Ad Words and start with a small budget.
5. Increase your Internet exposure with attorney listings and service such as Martindale.com, Lawyers.com, and Attorneys.com.
6. Obtain a free local business listing on a search engine such as Google.
General Legal Marketing Resources
1. Advertise where your potential clients are. Yellow pages, newspapers, and business magazines each reach their own niches.
2. Cultivate referrals from other attorneys, clients and companies that you transact business with.
3. Obtain listings in attorney business directories such as Martindale-Hubbell.
4. Join and attend community business organizations such as Rotary Club and the Chamber of Commerce to expand your business contacts.
