Marketing is more important than it’s ever been today, for law firms. Every law firm, no matter how big or small, should understand the importance of marketing. Whether done through an outside marketing agency or in house, good marketing is the difference between your law firm surviving, or simply wilting away.
While marketing takes a lot of work to understand, it’s not hard to understand the basics so you can figure out what you’re doing wrong or right. Don’t be wasting money on failed marketing tactics; check out this article to learn the basics of marketing for your law firm, and make adjustments as needed in order to fix your practice.
Target Market
Just like any other business, it’s important that your law firm has an identified target market that you believe the majority of your business comes from. Search for market research that’s been done on your target market, and incorporate the feedback you get from that research into your marketing plan.
One of the best ways to better reach your target market is to simply ask your current clients why they chose you. Ask what it was about your practice that appealed to them, and try and find some common themes. Even better, ask former clients what it was that made them seek legal help elsewhere. Doing so will help you better understand how to reach your target market.
Customer Service
Your customer service is a huge part of your marketing, because if you can market yourself as having good client relations, you’ll be guaranteed to earn more business. Additionally, if your clients feel like you treated them right, they’re more likely to send you referrals, which is by far the best way to earn new business. Know what your clients are saying about you by reading different reviews, like Yodle reviews.
You should always send handwritten thank you notes after communicating with clients, whether it was just an informational session or the end of your current relationship. As a lawyer, always returning phone calls promptly is vital to maintaining good relationships with your clients.
Networking
Another very important part of marketing, while maybe not appearing in your marketing plan, is networking. Encourage everybody in your practice to network, and always carry business cards!
Get your name out there. Try and serve on a city board or commission, where you’ll be able to meet other local city figures and connect with them on a personal level. Attending conferences is also key, as you can learn about ways that other firms are successfully marketing their practice.
Advertising
Lastly, make sure you’ve got good advertising. Hopefully you aren’t running late night personal injury commercials (unless that’s your target market). Make sure you’ve got an easy to remember URL for your website, and you include that URL on all your printed materials.
You should also create promotional materials, like mugs or mouse pads, and pass them out at local events. It’s an inexpensive way to always have your firm’s name on someone’s mind.
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