Networking at all levels, establishing credibility online and in your community, and being active when it comes to professional engagement opportunities are all crucial for driving new business.
Have you been treading water with your current marketing plan? Are you looking to drive more new business to your law firm? Jump start your marketing approach with new ideas and fresh creativity that bring proven results! These law firm marketing tactics have delivered new clients, greater awareness, and better brand recognition.
1. Be Visible in the Community
It’s important to cast your net widely. That means being involved in various community organizations and civic groups. Volunteer for legal aid or other community organizations that could benefit from your firm’s particular skill set. Pro bono work typically delivers the kind of press and recognition that you can’t buy. It puts your firm’s name in a very visible, positive light, which also lends authority in your field. Another great way to get involved in the community is by sponsoring a little league baseball team or a soccer team.
2. Know and Grow Your Network
Networking can take on many forms – all of them valuable in establishing your presence and building credibility and trust. You can put together a monthly dinner of local attorneys of different disciplines that attended your law school. Be an active member in state and local bar associations by regularly attending events. You can offer to speak at a continuing legal education session and teach a free community-sponsored class or seminar.
When it comes to social networking, make sure you have an active, up-to-date LinkedIn profile. Join your undergraduate and law school alumni groups, local and regional law groups, and connect with other local attorneys in your field, especially those that are active LinkedIn users.
3. Advertise Locally
Local radio and television spots are relatively inexpensive and provide additional impressions in the mind of future clients. Do not adopt a shtick or false persona for these ads. Be authentic, genuine, and compelling. Billboards are another excellent way to reach thousands of commuters or travelers daily.
4. Connect in Your Area of Work (Outside of Law!)
Do you specialize in representing restaurants, nursing homes, or engineers? Get involved in those associations, trade shows, networking events, and professional conferences. Once you are involved, see what opportunities there are for joining a board of directors. Sponsor a cocktail reception after a local chapter event.
5. Make Your Website Dynamic
Having a responsive, easy-to-navigate website is just the first step. You also need to have a reason to drive people to your website. A blog that uses targeted keywords will improve your standing in search engine results and help position you as a knowledgeable expert in your field. These posts don’t need to be long, just provide salient, researched information that’s both relevant and helpful. You should also consider tweeting and posting to Facebook regularly about issues related to your work that are covered in your blog to drive further traffic to your website.
6. Business Cards Still Matter
Yes, the tried-and-true business card still means something. Just use them wisely—you don’t want to hand them to every person you meet at a reception or event. Give them to people with whom you believe there is a viable future relationship. And get creative. Go retro, clever, or even tongue-in-cheek.
7. Measure Results
With any law firm marketing tactics, you want to be able to measure the impact. That means asking clients why they chose you, how they heard about you, or who referred them to your firm. Install Google Analytics on your website. This powerful program shows you how people got to your website, what pages they visited, how long they stayed, and identifies relevant search terms. You can then make sure those search terms are embedded in your site. Review the metrics for each of your marketing efforts regularly and adjust accordingly.
8. See Marketing as an Investment
At first, marketing your firm may feel unseemly or beneath you. It’s not. You need to invest time and money wisely, partnering with people and agencies that understand your strengths. The more you get involved through local organizations and associations, building a social networking presence, and making your website a hub of helpful information, the sooner you get results you are wanting to achieve.
If you want to generate new business through proven law firm marketing tactics, contact Kirkpatrick Creative today at 866-864-9425 to schedule a free consultation. We worry about the marketing so you can get back to being a lawyer!