From the July 3 Issue of Missouri Lawyers’ Weekly:

Harnessing the Power of the Internet

In Your Law Practice

 

By Jennifer Campbell, Integrity Marketing Solutions

 

The internet is like electricity … capable of incredible power. But, like a lightning bolt that flashes unbridled across the sky, that incredible power can be wasted – or even destructive – if not properly channeled. And, like electricity, internet power is essential to the efficient operation of your law practice in the 21st century.

 

As background, consider a few of the staggering statistics defining the growth of internet usage over the past few years:

 

§         In 1999 there were an estimated 110 million US Internet Users, up from only 65 million in 1998.

§         There are an estimated 67,000 new internet users each day.

 

Are all these net surfers making an economic impact? Consider that online sales tripled in 1998 to $26.4 billion, tripled again in 1999 to nearly $80 billion and are predicted to top $268 billion by 2002.*

 

You can begin to harness the POWER of the internet by following a basic three-step process:

 

Step One:         Understand The Power

Not just the technology, but the true POWER of the internet.

 

Step Two:        Define Goals & Objectives

Define your relevant goals and objectives for the next five years.

 

Step Three:       Channel the Power

Commit the resources necessary to harness the POWER of the internet.

 

Step One: Understand the Power

 

“It used to be that dot-comming your business was trendy. Now it’s essential,” says Ed Zander of Sun Microsystems. Why? Because, as Zander says, “the real revolution lies in how the Internet is enabling companies to interact more efficiently.”

 

So – what is the true POWER of the internet? The most significant trend powered by the internet also may be the most ironic. The POWER of the internet is that, properly channeled, it will allow you to shift your focus away from technology and back to where it belongs – to building personal relationships.

 

We know there are approximately 110 million internet users in the US. More than that, however, we know important demographic and usage patterns that impact our decisions to integrate the internet into our marketing and practice development plans.

 

§         The Power of Time
Approximately 65 million of current US internet users have been online for three years or more. Research indicates that individuals increase their internet usage over time. In other words, the longer someone has been using the internet, the more comfortable they become with it, the more time they spend online, and the more tasks they choose to perform over the internet … to include making purchases online. Specifically, most internet CONSUMERS (individuals who make purchases over the internet) have been connected for at least three years. The power of the internet is not limited to the growth of new users alone, but also with the increasing comfort level of users who are becoming “internet mature.”

 

§         The Power of Information
Most Internet Users Are Looking for Information. 80% of all internet users look for government, business, health or education information online, while only 42% (currently) shop online. A whopping 74% of internet users report they use the internet to RESEARCH products and services.

 

However, competition for attention on the internet is stiff. We must provide valuable information in order to attract an audience. Take a close look at a typical pattern of internet usage (statistics from Nielsen-NetRatings, Inc.)

 

Number of Sessions per Month

17

Number of Unique Sites Visited

12

Time Spent per Site

39 minutes, 15 seconds

Time Spent per Month

7 hours, 39 minutes

Time Spent During Surfing Session

27 minutes

Duration of Page Viewed

1 minute, 17 seconds

 

It is significant to note that in the more than 7-1/2 hours the typical user spends online each month, they visit only an average of 12 unique sites. With all that is offered on the internet, most people find what they need (or want) from a mere dozen sites. If we are to make an impact with internet marketing, we must break into this very small niche with valuable information that will pull people into our websites.


One bright note: while a typical print advertisement must capture attention within two seconds, the netsurfer spends nearly a minute and half at a typical web page. This means we can communicate much more information on a typical web page than in a typical print advertisement.

§         The Power To Reach Target Audiences
Only a few years ago, Internet usage was dominated by young, males. But the demographics are changing. In fact, according to a report issued by Charles Schwab & Co., 70% of Americans age 50 and over now have internet access, up from only about 18 percent in 1995. Additionally, as more women join the connected community, the Nielsen/Net Ratings report the gender gap has disappeared, with an equal number of men and women using the internet today.

Other encouraging news: overall, internet users tend to be wealthier than the general population. The average household income of internet users is nearly $75,000, compared to an average $58,000 among all US households.

 

§         The Power of Email

94 percent of internet users also use e-mail. A recent survey released by the Pew Internet & American Life Project shows that, contrary to some reports that the internet creates social isolation, users report that, in fact, their internet usage – and especially their e-mail – has strengthened their relationships and increased their contact with others. Email is an often-overlooked, but essential relationship-building tool. Beyond fancy, gee-whiz websites, the simple personal letter – now delivered electronically – may be the single most powerful means of building personal relationships in a micro-chip world.

 

§         The Power of Business-to-Business Relationships

Why has business-to-business advertising online increased by 58% in the past four months? Business users account for at least an estimated 46 percent of total traffic volume on the net, with some 32 million business users worldwide.

What do we know about those business users? Media Metrix reports that business users spend 65% more time on the web than home users. What are they doing? Research shows that at-work internet users browse news, financial and technology sites, as opposed to at-home users who frequent “portals” and “search engines.”

A recent Thomas Register and Visa USA online survey of 2,000 American and Canadian businesses shows that 40 percent say they used the Web at least once in the past month, primarily for QUICK RESEARCH.

By meeting the needs of business users with valuable information, we can channel the power of the internet to build solid, profitable business relationships.

 

§         The Power to Compete
Smaller firms can use the power of the internet to gain a competitive advantage over larger firms. By moving quickly to integrate technology – especially internet technology – smaller firms can have affordable access to sophisticated legal resources (as well as marketing resources) – previously available only to the large firms with their accompanying large staffs and budgets.

 

 

 

 

Step Two: Define Measurable Goals & Objectives

Internet technology can be harnessed to help you achieve a number of practice development goals, including:

 

1.      Building Professional Image, Credibility & Influence

2.      Nurturing and Expanding Professional Referral Relationships

3.      Increasing Quality Client Referrals

4.      Enhancing Fee Structure

5.      Reducing Marketing Expense Ratios

 

The key to achieving these goals is an effective website supported by strategically targeted email and direct mail marketing.

 

Step Three: Channel the Power

An effective website begins with a professional design (no blinking titles), includes valuable information that is updated frequently, and some type of interactive form to collect information from your visitors (a guest register, a request for additional information, etc.) Additionally, you will need some type of site traffic tracking. “Hit counters” placed directly on the website are a sure give-away of amateur-design. Check with your web hosting service about the type of  “site statistics” they can provide. At a minimum, you should track the number of visitors to your site and which pages were most commonly viewed.

 

One caveat about site traffic: Quality is More Important Than Quantity. The number of “hits” on your site is of little importance if they have no direct relationship to the amount of new business in your office. Five “hits” from prospective clients who visit your site to learn more about you, and decide then to schedule an initial consultation are much more valuable to you than 5,000 visitors who happened upon your website while searching for information about credit card fraud.

 

Designing and launching a website is only the beginning of your internet strategy. The adage, “If you build it, they will come” does NOT apply to websites! The next task is to design a targeted marketing program to support your website.

 

Direct mail marketing support of your web launch is essential. Typical “launch” strategies include post card mailings to your clients, other professionals, and the media. Make sure your post card highlights a benefit to your reader for visiting your new website. For instance, if you have an extensive research library available on estate tax issues, let your readers know they can find ways to reduce or eliminate estate taxes by clicking on to your website.

 

Perhaps the most overlooked, but most powerful strategy is to launch an email announcement that includes a “hot link” to your new (or updated) website. To avoid any resemblance to unwanted SPAM, personalize your email message and send it only to people you know have an interest in your practice area – to include your clients, other professionals in your field, and media contacts. Repeat this email announcement any time there is a newsworthy event affecting your practice area, or whenever you make a significant upgrade to your website.

 

Finally, include your web address anywhere that you would normally include a telephone number: letterhead, business cards, firm brochures, newsletters, and any promotional items. Make certain your website address is included in any “welcome” materials for new clients, and that your receptionist routinely directs clients, prospects and office visitors to your website – where they should find an interactive map with directions from their location to your office.

 

Remember, the true POWER of the internet is the POWER to INTERACT – to communicate effectively and build relationships. By utilizing multiple strategies such as  website, email, direct mail and others, and providing valuable information, you can enhance relationships and fuel the growth of your practice.