A recent article on forbes.com points out a growing disconnect between what marketing and business executives think consumers want and what those consumers actually want when it comes to interacting with companies online. While business leaders talk of building a community and engaging users, most consumers are just interested in getting some sort of perk or discount for following companies online. Being a part of a community is not their top priority.

This presents a unique challenge for attorneys who cannot rely on inventory blowouts, buy one get one specials or other retail-oriented gimmicks to get clients to engage with them online – and by extension to use their services.

Attorney marketing is similar in some ways and distinct in others from retail-oriented marketing. Attorneys are selling both their services and themselves; personal branding is inexorably linked with firm branding. However, attorneys can take lessons from studies in retail consumer habits. Ultimately, a consumer’s interaction with the market on a daily basis shapes his or her expectations about interaction with service oriented firms, for good or for bad.

So, how do you convince clients and potential clients to follow or connect with you online? CONTINUE READING