From professional seminars to social media sharing, these effective strategies will help even the smallest law firms get the word out.
Law firm marketing advice often lumps all firms into one category, but strategies that work well for large firms rarely suit sole practitioners. Small law firms benefit most from a mix of online and in-person marketing, ideally with a focus on local concerns and niche practice areas. Are you struggling to get started? These marketing tips for small law firms will help establish your brand and keep you top of mind with potential clients.
Go Local
As a sole practitioner or an attorney at a small law firm, your geographic range is likely quite limited. Instead of lamenting your lack of reach, view this as a strength. Many clients – especially those in small towns – prefer to work with hometown lawyers who are closely connected to their community. You can play up your local influence by advertising your services through regional newspapers, radio stations, and television stations. Advertising is useful, of course, but if you can score an interview with a local news outlet, you will improve your visibility while also establishing yourself as an authority in your field.
Book Regular Speaking Engagements
To strengthen your firm’s influence, aim to schedule at least one speaking engagement every month. If you are worried about finding a venue and attracting attendees, ask a local professional association to host you. The ideal host has a close connection with your target audience. For example, if your legal focus is estate planning, a group of seniors or soon-to-be retirees is ideal. Conversely, if you mainly handle zoning disputes, you should contact a local realtor association. If you are a personal injury lawyer, volunteer to speak at Continuing Legal Education conferences where you can meet lawyers with different areas of focus to further expand your network of referrals.
At speaking engagements, your goal should be to provide actionable advice while getting attendees into your sales funnel. Many can be enticed by offers of free consultations or discounted legal fees. Provide evaluation and contact forms at the end of each session and follow up with attendees as soon as possible.
Take Advantage of Social Networking
Social networking is one of the great leveling agents in the law firm marketing game. No matter your firm’s size or budget, you can make meaningful connections with prospective clients through the careful cultivation of several targeted social media accounts. At minimum, your practice should have an official Facebook page, although a business-oriented Twitter account can also prove useful. Prospective clients will likely search for you on LinkedIn, too. Make it easy for them to find a clear and concise profile that lists academic and career accomplishments, as well as a short, informative blurbs describing your practice areas and legal approach.
Blogging With a Focus on Niche and Local
No list of marketing tips for small law firms would be complete without blogging advice. Establishing a blog is a no-brainer, but special attention should be given to the type of posts included on that blog. If your law firm targets a specific practice area, be sure to play up that niche. General practice firms can benefit from highlighting legal topics of interest to the local community. Regardless of topic, all posts should appeal to your firm’s target market and provide helpful content that keeps your firm top of mind for when potential clients need your services.
A successful marketing strategy is definitely possible on a small budget. If you would like to learn more about effective marketing tips for small law firms, contact Kirkpatrick Creative at 866-864-9425 and let us help you generate new business. We specialize in law firm website design, advertising, and marketing based on data generated from our proprietary toolset.