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Many people think about law firm marketing as television advertising, billboards or fancy brochures. While many lawyers use those marketing methods, there is a better way to jump start your client attraction process.
Here is a four step process I use with my private clients:
Invite Your Current Clients and Former Clients to an Event
It is a good idea to hold a client appreciation event at least once a year. At this event you have some live entertainment and some food and beverages. The event should be an informal gathering designed to thank people who have done business with you (or referred clients to you) in the past year).
You must use a multistep marketing sequence to get your clients and former clients to attend the event. People do not agree to come to something just because it is free. They must be sold on the idea.
There are three specific purposes to holding this event:
1).To rekindle your relationship with past clients
2). To educate them on who you are and what you do
3). To initiate an on-going dialogue with them
Make Them Feel Like They Are Part of an Exclusive Club
By hiring you at some point in the past, your clients should feel like they are part of an exclusive club. They should feel as though they have a lawyer in the family. They should be encouraged to call you for any legal need. If you do not handle the issue of the day, you will refer them to someone who can help them.
Educate to Demonstrate Your Expertise
At this event you should give a brief talk covering something in your field of expertise. This is not a sales pitch nor is it an academic lecture. Most often, I advise my clients to discuss a case that has been in the news or something that is of particular interest to the local community. This not only showcases your expertise, it demonstrates leadership and people gravitate toward leaders.
Follow Up with Regular Communication
After the client appreciation event, each person should receive regular, frequent communication from you. This communication (newsletter, email, card in the mail) does exactly what the event did. It reminds the client or former client that you are still open for business. It lets them know that they have an attorney in the family. And it encourages them to call you if the have a need.
Note: In some practice areas, this event will be more geared to referral sources or people who are influential in the community (criminal defense, divorce and immigration for example). While it may be appropriate to invite clients to these events, you will also want to include your best referral sources as well.