As an enterprised focused software executive, it has been interesting watching my wife launch her new firm, Gearhart Law Group, using a variety of online tools. Of course, I made her purchase Salesforce.com to manage her contacts and cases, but she has done a great job of researching the entire marketing side of the equation to ensure an integrated sales and marketing solution. The legal industry is dominated by a lot of traditional marketing with billboards, tv, radio, print, and traditional word of mouth. As a new law firm focused on workers' compensation in Georgia, she immediately launched an adword campaign to gain some exposure. It was very eye opening for me to see a small business jump into the adword game and see how the "small guy" competes with the big marketing budget players in her industry. There are large firms that essentially market in each geography to pull marketing resources and create a large number of clients. The actual legal services are usually referred out to other firms in the area, and it ends up being nothing more than a marketing play for many large, well known firms that advertise all over the country. For Gearhart Law Group, budgets are tight, so refining the keywords to specific work injuries is critical. The early costs were so great that the Google Adwords budget was going to quickly outpace any revenue generation by a large margin and create a highly unprofitable firm. She have scaled back marketing efforts and spend to the point where hopefully there will be some type of break even point. In my next post, I'll explain how she combined her Google Adwords with Salesforce.com to create an integrated Georgia workers' compensation attorney CRM solution to manage the cases for injured workers in Georgia.