Ten Opportunities To Improve Your Law Firm Marketing

March 9, 2018
Daniel Decker

This article is a modified excerpt from our 2017 Special Report: Ten Opportunities To Improve Your Law Firm Marketing

Your marketing strategy is the key to growing your law firm. If your marketing strategy is stale (or non-existent) you’re not going to fuel the growth you’re hoping for. On the other hand, an effective marketing strategy will help you bring in new clients, generate more referrals, and even help you justify higher rates.

Here are ten ideas to get your wheels turning. Don’t try to implement all of these at once – I recommend focusing on just one or two initiatives at a time. Which ideas resonate with you and make sense for your firm?

1) Launch a podcast. Podcasting has exploded as a media source – iTunes reports over one billion subscriptions, and hundreds of millions of plays per month. Launching a podcast geared towards your target market is an effective strategy that you can use to educate potential clients, keep them engaged, and build your credibility at the same time.  

2) Host events. Creating and hosting in-person events for potential clients and referral sources can generate momentum and enthusiasm for your practice. We’ve seen clients take this strategy in many different directions – from hosting monthly informational sessions to holding quarterly VIP parties, to organizing seminars featuring expert speakers on topics of interest to business owners.

3) Sharpen your referral strategy. Referrals are a primary source of new business for most law firms, and clients who are referred to you are typically among the most pleasant and profitable to work with. Start by identifying your top referral sources and invest time and energy into deepening those relationships. Identify other individuals who are strategically positioned to send a high volume of work your way and create relationships with them as well. Consider creating referral incentives or even holding regular referral competitions to keep your entire network engaged.
                                 
4) Targeted sponsorships. Sponsorships can be a big waste of money if you take the wrong approach. Do NOT jump on every opportunity that comes your way. I’ve seen firms spend large sums of money sponsoring organizations, events, or publications that have little-to-no relevance to their target market. On the other hand, if you can identify groups, events, websites, or magazines that your clients are engaged with, sponsorship can make a great deal of sense.

5) Offer an audit or check-in to past and current clients. Oftentimes there is more work to be done for your past and even current clients. They just don’t know they need it yet, or they don’t know that you can provide the solution. Solve both problems by creating an “audit” or evaluation for your clients. The goal is simple: ask them questions about their business, their estate plan, their family life, whatever it may be, and help them to see that they need your help in these areas.

6) Publish a book. There’s arguably no greater tool to establish your credibility and your expertise in your area of practice than publishing a book. While it might sound overwhelming, chances are that you have a good amount of content that you have created over the years which could be re-purposed into a book. If you have a marketing person on your team, assign them to organize this content into an outline. Then, create new content as needed to fill holes and create cohesion.

7) Network smarter. Networking is a valuable strategy for drumming up referrals and new business, particularly when you’re in the “more-time-than-money” phase of your firm. But it’s important to manage your investment well. Don’t simply attend every event in your area. Instead, identify a small handful of targeted organizations that have great potential and get heavily involved.

8) Speak. Speaking positions you as an expert and an authority. It’s a great way to attract new clients. Look for opportunities to educate your audience while building your expertise at the same time. This can include presentations on changing laws and regulations that impact your industry, tips and strategies for your market, best practices for avoiding legal disputes, and more.

9) Launch a joint venture. I know a business lawyer that partnered with a banker and a graphic designer to create a “one stop startup shop” for entrepreneurs – helping them to address the legal, financial, and marketing needs of their new business all in one place. Who can you join forces with to provide a uniquely valuable product or service for your clients? The advantages to this approach are significant – it represents an opportunity to earn additional income from your existing clients, but more importantly it also gives you access to the clients and customers of your partners in this venture.

10) Train your staff to recognize and capitalize on opportunities for new business. Your staff likely knows people that could use your services or will encounter them in their daily life – and they’ve seen firsthand how your firm creates value for your clients. Teach them how to recognize potential clients, how to engage them, and how to connect them with you (or whoever handles the intake process for your firm). This doesn’t have to be a complicated process and it frankly shouldn’t be hard for your team to execute.

We’ve covered a lot of ground here, and hopefully you’ve gleaned a few ideas that could work for your firm. But it’s important to be realistic about this – don’t bite off more than you can chew. I suggest that you identify one (or two at most) new initiatives to start with. When you find something that works well, make it a part of your ongoing marketing system and then move on to the next new idea.

For more information, click here to download the full report.

The following two tabs change content below.

Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.