How do you market a small law firm?

Keep improving calls to action on your website. Have a form available when people want to contact you.

How do you market a small law firm?

Keep improving calls to action on your website. Have a form available when people want to contact you. Make sure your ads perform. Make sure your ads perform the way you want.

Consider synchronizing your website with a CRM so you can track and follow up on leads filling out your forms. Legal marketing is a marathon, not a sprint. You want to have a constant flow of people moving through your funnel so you don't run out of new customers. When it comes to marketing a law firm, the best approach is to simply start.

Make a small investment, try something new, measure your success and take advantage of what you have learned to improve. Instead of trying too hard, focus on some key areas of marketing. Create a well-thought-out marketing budget (and stick to it) and use a law firm's marketing technology and tools to support your efforts. The idea behind your marketing plan is to set achievable goals.

By ensuring that the goals you set are SMART (specific, measurable, achievable, relevant and time-bound), you will be more likely to meet your goals. But today, every lawyer who is still in the business understands that technology has permanently changed the world and practice of law. Adopting technology has become a fundamental bet for companies that have the will to survive. Those who haven't embraced some of the innovations of the past decade are simply not doing business.

But, assuming that the survey data continues to reflect the current realities of the mid-third quarter, fewer than one in four very small business owners have taken action by embracing technology as a solution to grow their practices. And fewer than one in five have changed their marketing strategies significantly. One often-repeated (and all too often ignored) marketing tip is to produce high-quality content to attract readers' attention and attention online. This is crucial in almost all sectors, but especially in law.

says David Waring, editor of Fit Small Business. If you're talking about blogging, then focus on writing some high-quality pieces instead of a lot of low-quality ones. If you're promoting your company on social media, focus on the network that will bring you the most business (probably LinkedIn or Facebook). When creating your website, keep the design clean and simple with a few specific pages instead of a lot of pages that clutter the site.

Email marketing may not be the only outbound marketing you do, but it is one of the most important. Identifying which marketing tactic doesn't work well will help your marketing strategy succeed, allowing you to stop investing in methods that don't work and invest more in those that do. Your marketing toolkit should include at least your brand and brand guidelines, customer characters, an idea of what your marketing funnel will look like, and a solid website. While advertising and public relations are components of a law firm's marketing plan, they are just two of the many strategic legal marketing ideas that law firms need to focus on in order to generate new revenues.

If you are a relationship-building guru and decide to give up best marketing practices for lawyers (such as a big website, social media, blog posts, communications), your efforts may fall on deaf ears. Your marketing plan can also include many other tactics, such as leveraging a law firm's marketing technology to automate various tasks. Regardless of the marketing methods and marketing technology of the law firm you choose, remember to consider your clients (and potential clients). The two scenarios above summarize why lawyers and law firms need both sales and marketing to succeed.

Of course, there are many, many more marketing terms you can read, but this short list provides a good start, especially if you're new to law firm marketing. Karen Leland of Sterling Marketing Group agrees: “That ALL lawyers at the firm develop a strong personal online brand and online presence. There's no point in focusing on lawyer marketing if you don't show your contact information at the center like Sarah Fink of Kaiser Dillon PLLC. You can also think of a law firm's marketing technology and tools to help you execute your marketing strategy (learn more below).

Before you can start developing marketing plans for your law firm, you'll need to create a legal marketing toolkit. In addition, you'll learn useful statistics to inform your marketing choices, industry best practices and insights, and the best law firm marketing technology and tools you can use. Email marketing for lawyers, like any other marketing effort, requires consistency and a regular review of your strategy. There are many best practices that I have accumulated over the years.

I have helped lawyers and law firms develop legal marketing plans. . .

Thomas Sickman
Thomas Sickman

Award-winning twitter lover. Freelance writer. Incurable food geek. Professional food evangelist. Certified reader.