13 Tips for Marketing Your Law Firm

fashion-men-vintage-colorfulEvery business requires some way to attract new clients. Until you reach the status of a “Johnny Cochran”, you have to find a way to get your name out there.

Marketing your law firm can be an extremely overwhelming process when going at it on your own. Many believe that to successfully market your firm, you will need your ad on a billboard, or even a park bench like in the big cities.

This is a misleading tactic (yet smart advertising for those who own the billboards and park benches) making attorneys believe that this is the road to take. We believe otherwise. Read on to find out more.

13 Marketing Tips:

  1. Teach free classes to the public. Contact community centers, chambers of commerce, and organizations related to your field, as they often have educational programs in place, and will provide the location and advertising for classes. For instance, if you practice homeowners association law, contact community management companies or their professional associations, and teach classes on new laws affecting homeowners associations, establishing you as an authority in the field. Collect email addresses to send attendees your monthly newsletter.
  2. Offer lunch-time presentations at organizations of your potential clients. For example, offer commercial property managers a course in how to write an effective demand letter. If after putting your advice into practice, some of their letters still go unheeded, they have your name to call to pursue the matter. Again, collect email addresses so you can send them your newsletter.
  3. Write informative articles for local publications, in plain English. This is great free advertising because it establishes you as an expert in your field. Even better, try to wrangle your own column giving legal advice. Submit articles to national publications too, as competition for space in local papers can sometimes be intense.
  4. Find trade publications or newsletters in your area and your target market, and ask if you can submit articles. For instance, if you are an immigration lawyer in a city with a large immigrant population, try to get published in their local organizations’ newsletters or papers.
  5. Write a monthly newsletter to email to those who have expressed an interest in receiving it. Make it short, informative and helpful, showing your authority and expertise in the field. Don’t be afraid to use graphics. White space is good. A great newsletter is interesting, easy to read, nice to look at, and helpful. Always include a way to opt-out of the newsletter on your email.
  6. Consider radio advertising, with backup literature to mail, or a website or Facebook page to direct them to for more information. This is sometimes the biggest bang for your buck.
  7. Have a professional website with a professional photograph of your smiling face. Save the stern looks for your opposing counsel. Make sure your site is optimized by a professional such as an online marketing agency so that it loads fast, the navigation is clear and user-friendly. Pages should not be crammed with text. Now that you’ve lured a potential client, don’t lose them because of a poorly designed website or an unfriendly demeanor.
  8. Bullet-point the advantages of your firm, then flesh out the details completely. You want to answer all potential questions, inform the prospect of your superior advantages, and explain why retaining your firm would benefit them over any other.
  9. Price your fees to attract better clients. Your fee is part of the first impression. Low fees send a message that the quality of your work doesn’t justify a higher fee, and they attract clients who sometimes have trouble paying your fees altogether.
  10. Don’t waste money on display ads in large papers as they are generally skimmed over by readers. Instead, place them in small local papers.
  11. Leverage your charitable giving and exposure. If you can make a charitable donation and get local t.v. time or media exposure out of it, go for it. You’ll look good, and get a big boost as it’s always better to have someone else blowing your horn for you. Or volunteer. Check out working the phone banks for the local public television station. They give free plugs to volunteers.
  12. Make time for marketing, as clients pay your salary. Consider outsourcing jobs that do not require legal analysis, such as drafting documents, research and documentation, etc. You’ll still be reviewing all outsourced work, can bill for that time, and the paralegal’s time as well. It’s a win-win-win situation.
  13. Finally, don’t forget to hand out business cards every chance you get. You never know who needs an attorney or knows someone else that does. Include your contact information as well as your website address. Planning out your marketing strategies allows for better use of your time.

Attorney Marketing, Are You Getting it Right?

Making progress with anything in life can be monitored and tracked using many different techniques. You can test your knowledge and skills using various methods, then determine where you need to focus. But marketing your law firm, and getting it right, is tracked with two words: “getting clients”.

You can advertise on television, radio, attend events and hand out business cards, but if your phone is not ringing, something needs to change.

Image Source: businessunusual.net
Image Source: businessunusual.net

The first stage is to figure out who your potential clients are, and put yourself in front of them.

<<<<<< Or, you can do this!

Ok, all joking aside, this is not as easy as it seems, as there are literally thousands of reasons of why an individual may need a lawyer, but your practice may only specialize in a small percentage.

Ask yourself this: if you were one of your potential clients, what type of law firm would be best to defend your case? Do they need a divorce attorney, criminal defense, bankruptcy, personal injury, or maybe an entirely different type of lawyer?

It’s a daunting task.

Rather than advertising your practice as a simple “law firm”, why not advertise your practice for your specialty? This can be accomplished so much easier today than the traditional marketing tactics.  You may attend an event, and happen to meet someone who is in need of your services, but why not advertise your services on the internet, and those people needing your services will be calling you. You can bet that you will be getting more than one hot prospective lead.

Now, all you need to do is put yourself in front of them.  Meaning on the first page of the search engines. Someone goes to Google, or any other, and searches for a drug trafficking lawyer in their city, and who do they see? Your website, your credentials, your reviews!

Don’t get me wrong; this is not something that you can accomplish without the SEO skills to make it happen. But rather than invest your marketing dollars in the yellow pages, or in the mail flier that hardly anyone reads, invest them in an expert at internet marketing. They are trained at keyword research, content management, optimization, citations, and if they are a good agency, they will be up-to-date on the algorithm changes to keep your practice on top.

Your practice deserves more than a paid ad on Yp.com. If you would like more information about using the online search engines for free advertising, visit http://lawfirmseopro.com for more information.

You will be in good hands, and your revenue will thank you for it.

 

 

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