In Part 1 of this series, we began discussing the best strategies for marketing your law firm including branding, analytics, and quality content.
Beyond word of mouth, how else can you get your firm in front of more people and under consideration for more cases?
#6: Be an active member of trade associations
Young lawyers, take note: we did not say you should become an active member of your bar association (not that there’s anything wrong with that). Far too often, lawyers rely on hanging out with other lawyers as a method of business development. While that strategy can’t hurt, it’s not likely to yield immediate results. Rather, consider joining a trade association —that’s where potential clients are hanging out.
For example, if your firm specializes in construction law, consider joining the local contractor’s association, plumber’s association, or engineering association. There, you’ll find real businesspeople who need someone to solve their very real legal problems. The link above provides great tips on how to maximize your membership for business development.
#7: Commit to spending time on marketing
Different people have different views on how much time lawyers should spend on marketing. A recent survey of over 60,000 attorneys revealed that lawyers spend an average of 33% of their time on this non-billable task. While that may seem like a lot, you simply cannot grow your business without it.
One effective method for ensuring everyone is pulling their weight in this regard is to have a requirement that attorneys spend so many hours per year on marketing and that they document their efforts for review and feedback by firm partners. While attorneys won’t love that at first, they’re likely to enjoy the increase in their bonus check that may follow successful marketing efforts.
#8: Make a marketing plan
One mistake that many lawyers make is that they spend a lot of time “doing marketing,” but they don’t spend any time planning for marketing. You wouldn’t go into a trial without a written outline of your opening statement, would you? Of course not. And you need to spend a similar level of planning on how you’re going to market your firm.
The best way to do this is to create a written marketing plan. We understand that you probably haven’t done this before. Don’t worry…there are plenty of resources available to help you build (and execute on) your marketing plan.
#9: Be kind
We’re serious. The world is filled with people who need legal help. Just by being friendly to others when you’re in line for groceries, attending a professional soccer game, or spending a day at the park, you can meet all sorts of people with all sorts of legal issues. Looking for high-end clients? Then shop at high-end grocery stores, spring for the good seats at that soccer game, and hang out at parks in really nice neighborhoods. Whatever you do, just trust that being friendly is a great marketing tool for lawyers.
#10: Embrace social media
Younger lawyers tend to be all over this but more seasoned lawyers can be relatively adverse. If that’s you, it’s time to change your outlook. In a recent survey, 54% of adults reported that they would be likely to hire an attorney who advertised on social media. If you only consider people aged 18 to 44, that number jumps to 69%.
A good way to get started is to spend some time on each social media forum and find which resonates with you. If you’re a constitutional law attorney, for example, you may like to weigh in on legal debates that arise on Twitter. Whatever you do, just find your place and have fun.
Ultimately, the good news about marketing is that it can be really fun. The better news is that if you’re successful at it, you’ll put dollars in your pocket. Give some of these tips a try and let us know how it goes. Good luck!
