Attorney And Marketer, One And The Same
Saturday, February 18th, 2012Intense competition and a rise in the number of legal practitioners have increased the importance of the role of attorney marketing in the future of your practice. Here are just a few key concepts to help you get started or to help you rethink your strategies.
Can an attorney also be a Marketer?
So you went to law school with dreams of Law & Order. Or maybe you already had a more realistic view of what the practice of law would be like. But have you ever, in your wildest dreams, imagined yourself tackling that unlikely task called Marketing? You should have.
Attorneys, as much as any other business or profession, absolutely must figure out how to effectively market their services and attract new clients.I have been in the legal profession for years now, and I have also worked on the marketing of other legal practices. I can personally vouch for it when I say that attorney marketing is, on the whole, fairly low quality. Believe me when I say that this could work to your advantage.
You see, this means you can go on with your marketing plans and get more clients without spending too much on costly and convoluted campaigns. But first, here are a few things about attorney marketing that you should know:
* Before taking that plunge and hiring a professional marketer, do your research. It is not enough that you take the words of professional marketers at face value. Be specific. Even a good track record is not enough; you must make sure that they are knowledgeable about attorney marketing and that their track record also applies to that field.
* Focus, focus, focus. Being ambitious is good, but do not try to market to the entire spectrum of potential clients. Apply some segmentation principles, say, geographically, or by practice area. Decide on the marketing medium you will use. If you decide on print, pour your efforts into making full and effective use of it. Don’t be half-assed about it. If you have focus, the path forward will be clearer.
* Talk to other lawyers. Ask them what has worked for them. Most of them are more than willing to offer advice. See what’s worked for lawyers in a similar position, and then use that information.
There is no magic formula, but I would like to offer a few pointers…
3 Easy Tips for Attorney Marketing
1. Market Online : By far, this is the easiest way to market currently. Set up a website for your practice and fill it with the information that your target market are specifically looking for. Contact an SEO firm to help you with rankings through law firm seo.
2. Go to Events : Do not limit yourself to events related to the legal profession alone. Look into events of the industries or fields that your target market or potential clients belong in. Interested in insurance litigation, go to insurance industry events. Play the field, so to speak. Let them know who you are and what you do, and forge connections.
3. Do Pro Bono: Charity goes a long, long way. It’ll give you great experience, and your pro bono clients can occasionally be great referrals for you.
Because marketing can take time, it’s important to start as soon as possible! We try, without being intrusive, to be in contact with you as much as you like. That way, you’re always sure that your marketing is at or above the level you desire.