Three Core Strategies For Lawyer Marketing

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Three Core Strategies for Lawyer MarketingSometimes the marketing world can seem confusing.  This is especially true with all the ads on display at events, social media buzz, and salespeople constantly calling on the telephone. Many lawyers are already at the point of marketing overwhelm.

That’s why it makes sense to take a step back and break down marketing for lawyers into three primary strategies.  These are the basic application of your skills.  They can be applied in a number of ways, but at their core, there are only three specific things that require your focus.

They are:

  • Speaking
  • Writing
  • Networking

You may be wondering how this is possible when you hear about social media and internet marketing and referral services.

Ultimately, all lawyer marketing comes down to these three strategies in one form or another.  Let’s look at the different variations:


You can:

  • Speak at conventions or events hosted by others
  • Speak at events you host yourself
  • Develop and provide educational content (through speaking) for people who may refer business to you
  • Offer videos of you covering topics on the internet (Youtube, other video sharing sites, your website)
  • Provide audio content of your topics in a podcast
  • Give media interviews and commentary on your area of expertise

All of these variations and the dozens of others I did not mention stem from you giving a speech or talk to a group of people.  If you have the skills (or can develop the skills) to do that, you can apply those skills to multiple venues for the purposes of lawyer marketing.


You can:

  • Write and publish your work yourself (on a website, blog or other internet vehicle)
  • Write for trade magazines and publications
  • Write and publish your own newsletter
  • Write and send direct mail
  • Author a book

There are hundreds of possibilities for written content.  Articles, newsletters, magazines, books all need experts to provide information.  Fill this need.


Networking is not necessarily about attending meetings of groups, shaking hands and passing out business cards.  It is also connecting with people in a one-to-one setting.

Here are some ways you can leverage networking:

  • Reach out to people in the news and congratulate them on their notoriety (if they are in the news for something positive).
  • Send a hand written note to a person you admire each day.
  • Look up the charitable causes of people you respect and offer to help them.
  • Volunteer for a leadership role in organizations where you can apply your talent
  • Find elements of commonality between you and someone you want to meet and reach out using the common ground as a platform
  • Attend meetings of groups and identify specific people with whom you’d like to interact and seek out those people.

These are just a few of the many networking possibilities that present themselves in everyday life. Take advantage of them and push yourself out of your comfort zone.

Marketing does not have to be complicated, even for lawyers.  These three core strategies make it simple.  Pick one and get started today and add others as time goes on.

The key is to select a strategy that is in your comfort zone and it will help you achieve your marketing goals.