You need an effective attorney marketing plan in order to achieve your goals. But coming up with marketing ideas for small law firms isn’t easy.
Are you using the right communication channels to get the word out about your firm? Are the right clients coming to you? Are your referral sources sending you A-level clients? From old-fashioned PR, to networking, to tapping the full potential of web-based digital media, you need to deploy your human and financial resources wisely to get the most out of each client development dollar.
What are you saying to whom? How are you saying it? How are you tracking your return on investment (ROI)? With a coordinated approach to marketing, you’ll become much more effective in communicating your value in the marketplace and converting high-potential prospects into high-quality clients.
AREAS OF FOCUS
Refine Your Practice Focus
Hone Your Marketing Message
Utilize Multiple Channels Of Outreach
Develop Strategic Relationships
Systemize Your Marketing Activities
Refine Your Practice Focus
There’s no turning back. In this era of increasing competition and legal specialization, it’s essential to define one or two niches in order to stand out from the crowd. This doesn’t preclude you from taking clients outside those areas when unusual upside justifies doing so, but you’ll have the basis to concentrate your marketing, your client selection criteria, and your practice resources to maximize your attractiveness to the target market you choose. What practice area(s) do you most enjoy? What are your firm’s most profitable two types of work? Where do you bring the most expertise and value to the table?
If you’re niched already, you’re ahead of the game, but you still need to make sure you’re creating and capitalizing on opportunities to differentiate yourself from the competitors in your space.
If you’re struggling with the old general practice model and marketing more than two or three areas, you’re falling further and further behind and you need to make some data-driven decisions. With the right approach, you can transform your practice to include a focus on developing those areas that will bring you the greatest satisfaction and financial success. You’ll then be able to market your practice much more effectively.
Hone Your Marketing Message
Imagine 10 of your direct competitors. Now imagine looking at all their web sites one by one. Or reading their firm brochures. Or listening to them introduce themselves at a social gathering and talking about their practice. Now look at your site, or your brochure, or listen in your mind to how you introduce yourself and talk about your firm. It can be a humbling experience to see that you’re probably not communicating all that much more effectively than the legion of peers who seek to land the same clients that you do. But you need to be better at it than your competitors if you want to build and maintain a robust funnel of A-level clients.
Marketing communications (marcomm), irrespective of the medium, is both art and science, and it’s all about generating a meaningful connection with your audience. We’ll help you learn what to say – and where, when, and how – across all your marketing channels. By honing your message, you’ll differentiate yourself and your firm in the eyes of your ideal clients and referral sources, and become truly comfortable as the entrepreneur your firm needs you to be.
Utilize Multiple Channels Of Outreach
Whether your target clients are nationwide or in your immediate locale, you need to reach them with your honed message in multiple yet coordinated ways. Getting your firm in front of your audience, building a brand identity in your marketplace, and then cultivating top-of-mind-awareness (TOMA) among your ideal prospects and referral sources requires the effective use of:
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