Your marketing plan is critical to the success of your law practice. If your marketing plan is outdated (or non-existent), you will not be able to drive the growth you desire. On the other hand, an effective marketing plan will help you bring in more clients, create more recommendations, and even justify higher charges.
Here are ten ideas to get your creative juices flowing. Don’t try to execute all of these at once; instead, concentrate on one or two projects at a time. Which concepts speak to you and make sense for your law firm marketing.
- Start a podcast. Podcasting has grown as a media source, with over one billion subscribers and hundreds of millions of plays each month reported by iTunes. Launching a podcast aimed towards your target market is an excellent approach for educating new clients, keeping them interested, and building your credibility all at the same time.
- Organize activities. Organizing and hosting in-person events for potential clients and reference sources may help your practice gain momentum and excitement.
- Fine-tune your referral approach. Most legal firms rely heavily on referrals for new business, and customers who are suggested to you are generally among the most enjoyable and profitable to work with. Begin by identifying your top referral sources and putting time and effort into strengthening those connections. Identify and cultivate relationships with other properly positioned persons to send a high amount of work your way.
- Sponsorships with a specific purpose. Sponsorships may be a huge waste of money if approached incorrectly. DO NOT seize every chance that presents itself to you. I’ve seen companies spend a lot of money sponsoring groups, events, or media that have little to no connection to their target market. On the other hand, sponsorship might make a lot of sense if you can find groups, events, websites, or publications that your clientele are involved with.
- Provide an audit or check-in to previous and present clients. Often, there is additional work to be done for previous and even present clients. They just don’t realize they need it yet, or that you can give the answer.
- Publish a book. There is perhaps no better way to demonstrate your reputation and competence in your field than to write a book. While this may appear to be a daunting task, chances are you have a substantial amount of information that may be repurposed into a book. Assign a marketing expert on your team the task of organizing this material into an outline. Then, if needed, add new material to fill gaps and build cohesiveness.
- Make your network smarter. Networking is an effective technique for generating referrals and new businesses, especially if your company is in the “more-time-than-money” stage. However, it is critical to managing your investment properly. Attending every event in your neighborhood is not a good idea. Instead, pick a limited number of high-potential businesses and invest significantly in them.
- Speak up. Speaking establishes you as an expert and authority. It’s an excellent approach to acquire new customers. Look for ways to teach your audience while also expanding your knowledge. This might include lectures on new laws and regulations that affect your sector, market ideas and tactics, best practices for avoiding legal issues, and other topics.
- Form a cooperative venture. I know a company lawyer who collaborated with a banker and a graphic designer to develop a “one-stop business shop” for entrepreneurs, allowing them to meet their new business’s legal, financial, and marketing issues all in one spot. Who can you collaborate with to offer a unique product or service to your clients? The benefits of this strategy are substantial – it represents the potential to generate more money from your existing clients. Still, more significantly, it provides you with access to the clients and customers of your venture partners.
Teach your employees how to spot and capitalize on new business possibilities. Your team most certainly knows people who may benefit from your services or will come into contact with them in their everyday lives – and they’ve experienced personally how your business adds value to your clients. So teach them how to identify new clients, engage them, and link them with you. This doesn’t have to be a complicated procedure, and it shouldn’t be difficult for your staff to carry out.
We’ve covered a lot of territories here, and maybe you’ve picked up a few ideas that could work for your company. However, it is critical to be practical about this. We recommend that you begin with one (or no more than two) new projects. Then, when you uncover anything that performs successfully, include it into your continuing marketing approach before moving on to the next fresh concept.