Legal services are always in demand. And in a wide array of great lawyers and experienced law firms ready to assist you, legal or law firm marketing can be an arduous task. However, it is not a necessity to spend a lot of money on marketing your practice. You just need a detailed marketing plan with activities targeting a specific audience and consistent implementation all the way through.
Here are some of the practitioners, consultants and marketing tacticians’ most successful strategies and best practices for law firm marketing — modest, cost-efficient, and effective.
1. Build up your website.
In the age where social media is all the rage and everything you want to know is at your fingertips, setting up your website will deliver incredible publicity. Law firm websites are venues to promote a law firm’s experiences and track record, as well as the attorneys’ biographies and expertise. In a recent study, almost 90% of potential clients check on law firm websites to review and evaluate lawyers’ biographies before appointment or acquisition of legal service. It is then important to build up your websites like you are building up your credibility. Write about practice-related blogs. Always add content of new, fresh, and original topics. Make it short and simple, yet informative and interesting.
Putting videos on your website is another good opportunity to introduce yourself; present the way you talk and look in an appealing, credible way so you can draw more attention from potential clients.
2. Engage referrals and cultivate them.
Business starts when there is a client and clients make any business develop. Direct clients are the ones who seek your service and those who already trust you and love your work. But for you to cultivate your client base, you have to tell them that you would welcome new work and would appreciate if they can send some your way. Opening a new file for a current client is much easier than looking for a brand-new client.
Aside from your direct clients, referral sources are also worth nurturing. If you can arrange a meeting over a cup of coffee with three to five potential referral sources a week, you will go a long way. Some even organize dinners for friends and acquaintances to strengthen or broaden their networks. The people you meet at business receptions, bar association events, or even on your vacations could be your long-term contacts for your business. As long as you are clear with the work you do and tell them you would appreciate them sending business to you, be prepared to attend to any of their immediate needs even if they are not related to your practice.
3. Write down your business plan.
Your list will comprise of the things you have done and those still to be done. It is significant to include the names of your target clients, the time frame you want to meet them and the expected result of the meeting. Revise your business plans when needed as new ideas can come around anytime.
4. Evaluate and track down results.
Law firm marketing results are measured ultimately on the number of clients who employ you, but in between, one should systematize tracking their result and measuring the degree of the business plan’s success. For example, in a day, assess the number of clients you’ve met or contacts that have been added to your inventory. Measuring goals can be subjective as to rating a meeting for a proposal. Either way, evaluating your results shall guide you to the next steps you need to take for your business.
Writing your business plan for the first time can be very challenging. It takes more than just pen and paper; it comes with much dedication for a plan to work. Just keep it simple, straightforward, and attainable — and given your present resources, remember to maximize everything you have. Lastly, give it time to progress. Investing time in any business ensures a sweet harvest.