Law Firm Marketing in Six Easy Steps
Law firm marketing does not have to be difficult. There are six easy steps to making your law firm marketing productive. If you follow these law firm marketing steps, you will build a significant client base within six months. It may take time, but it will be time well spent.
Below are the six easy steps to effective law firm marketing:
Law Firm Marketing Plan Step 1: Pick a niche market. Everybody is not your ideal client. Good law firm marketing requires focus. This means you must pick a specific target market and dedicate significant dollars to getting your message to it.
Law Firm Marketing Plan Step 2: Clearly differentiate your law firm from every other firm in the market. This part of your law firm marketing plan is about making sure your ideal client understands why you are different from everyone else who does what you do. It is critical that you spell out why people should hire you based upon these differences.
Law Firm Marketing Plan Step 3: Set up a blog and post 3 articles each week. This is the part of the law firm marketing plan that intimidates most attorneys. They fear that they do not have enough time to dedicate to law firm marketing in general, let alone a blog in particular. Keep in mind that each blog post can be as short as 300 words. The blog articles only need to be as long as is necessary to get your point across. Creating this content is essential for your website as well as for the rest of your law firm marketing campaign, so take the time to do it.
Law Firm Marketing Plan Step 4: Send out a weekly educational email to your clients. This email is your communication vehicle with the clients in your database. It will help you keep your name in front of them and it will remind them to call you when they have a need for your services. The email can be direct, to the point and brief but it needs to provide valuable information.
Law Firm Marketing Plan Step 5: Send out a monthly newsletter. The monthly newsletter can be a compilation of articles from your blog and your weekly email. It doesn’t have to be 100% original content. The reason a print newsletter is so effective is because regular mail is an underutilized media. These days people receive a great deal of email and little regular mail. Sending a print newsletter is a must for an effective law firm marketing campaign.
Law Firm Marketing Plan Step 6: Host quarterly client appreciation events. These events should have an educational component to them. Teach your clients (and a few select prospective clients) something new. Give them some “insider tips”. Provide them with valuable information they can’t get anywhere else. It may be a good idea to serve some food and drinks and show your appreciation to the people who have been loyal to your law firm.
A law firm marketing plan does not have to be labor intensive, complex or overly sophisticated. It just needs to be executed consistently. If you plan your time well and complete the law firm marketing steps listed above, you will be thrilled with the results.
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