The legal industry is highly competitive, and if you have a small law firm you need every edge that you can get. An effective law firm marketing plan is one aspect of your business that could potentially make or break it, so you want to make sure that you put the right plan in place. Simply put, if you don’t have clients, you don’t have a business, and you have to market your law firm to generate leads. But since you are in the law business and not the marketing business you may not know where to start.
The first thing you need to do is to pinpoint exactly what kind of law you practice. Whether it is tax law or criminal law, it makes a difference because your client base is going to be of a certain demographic that has its own specific marketing needs. For instance, if you own a criminal law practice, you don’t want to focus your attention on the financial aspects of companies. If you want to succeed in your marketing plans then you have to be specific with what and where you do your marketing.
You also need to keep a close eye on what your competition is doing. Take the most successful law firm and the least successful in your field of expertise and find out why they are in those positions. If their marketing strategy is what makes the difference then you will want to model your law firm marketing after theirs. Once that is done, you will want to tell your client base why your company is better. Go into detail about what differentiates your practice from the competition.
Your marketing campaign is going to give the client the first glimpse into your law firm, so it is important to make a good first impression. Accentuate your professionalism and expertise in a way that showcases it rather than having it come across as pushy or arrogant. You need to appear good at what you do; not good at simply pushing the competition out of the way.
Law firm marketing is more about reputation rather than simply selling your services, so you want to be as visible as possible. Build a strong web presence and start networking with others in your field. Getting your name and services known to other professionals can earn you referrals, as well put you in a position where you can send referrals as well. There are times when it can pay off to be more accommodating than competitive.