White Collar Crime Attorney Marketing
White-collar crime was first defined in 1939 as “crime committed by a person of respectability and high social status in the course of his occupation.” The common nexus of a white-collar crimes is that it is generally a non-violent crime for financial gain and occurs primarily in the commercial realm.
Crimes such as computer, Internet, credit card, phone, bankruptcy, insurance, and securities fraud, as well as antitrust violations, tax evasion, embezzlement, and theft of trade secrets are all considered white-collar crimes. Clients in these cases need an attorney to counsel them regarding their rights, advise regarding pleading, negotiate plea-bargains, defend and, if necessary, appeal convictions. Marketing strategies reach these clients at home and work or through community, business and social networks.
Online Marketing Resources
1. Establish your authority: Start a blog that answers clients’ introductory questions such as “What Is Tax Amnesty and Should I Take Advantage Of It?” By answering basic questions, you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” additional questions that target your practice. Tackle one question per post.
2. Explain the criminal courts and procedures: Use your blog and website to explain items like criminal statutes, the process of arraignment, and how bail works.
3. Become a news source: Use your blog to track recent case decisions including your successful results. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business.
4. Spread the word: You need a social network presence. Sites like Facebook and Twitter allow you to engage with potential clients and promote your helpful resources, such as news and blog posts. Don’t be afraid to include some personality in these posts. Promote your Twitter, Facebook pages on your website.
5. 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.
6. Obtain a free local business listing on a search engine such as Google.
7. Increase your Internet presence by using attorney listings and services such as Lawyers.com, Martindale.com and Attorneys.com.
General Legal Marketing Resources
1. Advertise where clients search, both passively and proactively. Active client searches often start with the Yellow Pages and newspapers. Passive awareness can be enhanced through the use of billboards, radio spots and television ads. Cultivate good relationships with the media. The more you are interviewed, the more potential clients will see you.
2. Cultivate referrals from other attorneys.
3. Join community business organizations such as the Rotary Club or Chamber of Commerce to increase your contacts with business persons.
