|
It is a rule of thumb to consistently market your services on an ongoing basis.
However, the cost of marketing for law
firms can be expensive if not properly
budgeted or planned. So let's assume you understand you need to advertise,
but your budget is preventing you from doing such ongoing law
firm marketing,
you must still find ways to grow.
Here are a few lost-cost and proven law
firm marketing strategies that small and midsized firms can use to capture
their market.
Raise your profile as an industry expert
Volunteer
your time and expertise to community and industry events, workshops or associations – both
online and off.
To get the attention of trade shows or event organizers, create a media kit
that makes your law
firm stand out. For this law
firm marketing approach, all
you need is a folder that includes your photo, your law firm mission or history,
your bio and credentials and the topics or issues you can expertly cover. Send
the kits, along with an unequivocal expression of your interest to volunteer,
to influential networking groups. Remember to follow up with phone calls to
ensure the success of your law firm marketing efforts.
You may also consider becoming an adjunct professor at the local community
college or university and teach a course for continuing education or graduate
students.
If the above mentioned law firm marketing actions don't pay off right away,
set up your own workshops or events and invite prospective clients. Just remember:
Never try to sell at these events. You are gathering an audience to offer information
or share strategies that can directly benefit them, not to trick a hapless
crowd into attending a three-hour sales pitch masquerading as a workshop.
To save on cost for your law office marketing, you may want to collaborate
with other law
firms that complement your services in your respective geographical
area and initiate a direct mailing campaign to new residents in the area. For
example, you may specialize in Estate Planning and have colleagues who specialize
in other areas of the law, i.e. Criminal, Family, Bankruptcy, etc. By collaborating
on a law office
marketing action plan, you will save on printing costs and
mailing costs. In addition, by showing your law firm networks with other law
firms, your law
office will exude a sense of involvement in the legal community.
Adjust your services to market conditions
Too often the law changes and those changes directly
affect your bottom line … profits. Your law
practice can stay standing in the
mud and reminiscing on the good ole days when things were easy, but as a solo
practitioner or small law firm there is no excuse not to be nimble. Take advantage
of any opportunity the current law may provide by adapting your law
office marketing program to changes in the legal landscape. A great example of this
was January 2001 – April 30, 2001 for immigration lawyers. This four month
window was a prime time to take advantage of a law that was in place to help
people who were out of status stay in status with regards to immigration. Immigration
attorneys who had done their homework made a tremendous amount of money; for
some, the resulting business was worth two years of income. This is a clear
demonstration of the power of keeping abreast of legal developments and tailoring
your law office marketing plan accordingly.
Utilizing a newsletter on your website to supplement
online law
firm marketing efforts
The cost of pushing a button on your computer is free. Online marketing
for law firms is as easy as a few keystrokes. Utilizing a newsletter allows you
to keep people up to speed on updates in the law and services on your end,
among other positive benefits. Please see the related article on the Power
of a Newsletter for a Legal Website for more information.
In conclusion, marketing
for law firms will require custom tailored marketing.
But if you think like your own best client, you will come up with ideas that
are long on results and easy on the bank account.
|
