Top 10 Most Cost-Effective Marketing Tips for Lawyers
Marketing is a part of operating a successful law firm. You must have a successful marketing strategy if you expect to compete with other attorneys in your target area. “Selling yourself” does not come naturally for all lawyers; however, marketing does not require that you have an outgoing personality or a lot of money. It does require that you put some thought into how you can market yourself and your law firm in a way that will attract new clients and keep current clients returning when they need legal services. The key to a successful marketing strategy is to focus on things that you do well.
For example, if you are an excellent chef and you are a real estate attorney, consider hosting regular dinner parties for local realtors and mortgage lenders where you can showcase your abilities in the kitchen while gently reminding them of your strong abilities as a real estate attorney. On the other hand, if you do not know anything about a kitchen other than how to organize leftover takeout in the fridge but you are an amateur wine connoisseur, consider hosting regular wine tastings at your law firm. Using your strengths to market yourself and your law firm is the most effective means of building your reputation and generating new business.
The Top 10 List:
We have searched high and low to find the best marketing tips for lawyers. Our list does not in any way include every marketing tool available to attorneys and law firms; however, our list offers some creative ways you can market your law firm using your strengths without breaking your advertising budget.
- Write blogs that appeal to the average person.
If you do not have a blog, begin one immediately but refrain from writing blogs aimed at other attorneys. Your blog should provide useful information to your target audience. For example, if you are a bankruptcy attorney, writing about bankruptcy exemptions will not attract as much attention as telling someone how they can protect their property from creditors. Write your blog as if you were telling a close family member how you can help them rather than trying to write a legal commercial aimed at someone with an advanced degree.
- Skip holiday greeting cards.
Many attorneys use the holidays to connect with their clients and potential clients; however, your card will simply be one of many. Instead, pick another occasion to reach out. For example, if your law firm is in Plant City, Florida, you may want to send a greeting card with a strawberry recipe to coincide with the annual Strawberry Festival. If you practice in Keystone, South Dakota, send a greeting card celebrating President’s Day. The key is to pick a local event or holiday to
celebrate so people will associate you with your location.
- Collect business cards.
Handing your business card to potential contacts at meetings or other functions usually results in your cards being thrown in the trash or tossed in a desk drawer and forgotten. Instead, collect business cards from other attendees and send your information to each person by email or “snail” mail within a few days.
- Use Social Media.
If you do not have a social media presence, you need one. If you are uncomfortable
using social media, hire a professional SEO company to “tweet” and “post” for
you. Social media cannot be ignored as a powerful marketing tool.
- Extend professional courtesy.
Other attorneys who do not practice in the same area of law as you practice are fantastic referral sources. If another attorney or his family needs professional assistance, consider taking the case for free. This is an easy way to gain referrals in the future.
- Offer your services as a speaker.
Speaking engagements are the same as free advertising, provided you offer valuable information in an entertaining fashion. If you are comfortable with public speaking, seek out speaking engagements to market yourself and your law firm.
- Join professional groups and organizations.
Regardless of how long you have been in practice, networking is still an important marketing tool for lawyers. Join local, state, and national organizations and groups related to the practice of law and/or your specific area of law. Do not just join —be an active participant.
- Teach a continuing legal education seminar or a free course at a local community college.
Teaching a CLE or volunteering to teach a course at your local community college is a wonderful way to market yourself. Not only are you speaking to the individuals attending the seminar or the classes, your name will be on the materials available for purchase before and after the CLE and course.
Volunteering in your community is an excellent way to give back to the community, to help others, and to market your law firm. Volunteering opens the door to countless opportunities to network and discuss what you do for a living while you are serving food, cleaning up a park, helping seniors, or delivering meals to shut-ins.
- Use the local news and media outlets to your advantage.
Pay attention to news stories in your community. If you have genuine expertise in an area related to local news, offer to answer questions or provide information on the subject matter. Let reporters and other know you are willing to be a “source”
for more information related to trending news stories.
Things to Avoid When Marketing Yourself and Your Law Firm
- Bragging about yourself – This is a definite “turn off” for almost everyone.
- Don’t say “I am an attorney” when asked what you do for a living. Instead, tell the person what you do. For example, instead of saying “I am a real estate attorney,” say “I handle foreclosure actions” when talking to a mortgage lender and “I help people purchase and sell homes” when talking with a realtor or someone searching for a home.
- Don’t network only with other attorneys. Broaden your network to include anyone related to your area of law.
- Don’t post random, useless social media or blogs posts. Everything you
place online must speak directly to potential clients and provide information that makes them want to get more information.
- Don’t tackle marketing if you are not comfortable with the concept. If you have no idea how to market yourself, hire a professional.
You Can Do It!
Every attorney can do something to market himself or herself and the law firm. Take as many steps as you can to market your law firm to attract more people. Use your strengths and/or hire a professional to get your name out there to bring in new business. Follow-up on all contacts — the first step in marketing is to make contact so follow through with each new contact. The new business you will bring into your law firm will be worth your time and effort.
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