Lawyer marketing has evolved greatly in recent years, from traditional strategies such as print ads to more modern approaches like social media and SEO. But as with any form of promotion, it’s vital that attorneys grasp the core principles that will guide their success; without understanding these, spending money on websites or SEO experts won’t help your law firm expand.
First step to building your firm: cultivating the appropriate mindset. With so much misinformation about marketing and firm growth on the Internet, it’s vital that you sift through to find useful information. One common pitfall of overemphasizing tactics such as advertisements or content for too long; this keeps you too close to the ground without seeing the bigger picture clearly enough. Furthermore, viewing things through your client’s eyes is also crucial; Cordell & Cordell law firm boasts of “Leveling the Playing Field for Men in Family Court”.
Participating in your community can also prove to be of great assistance. Attending local events and providing legal advice at free clinics is a great way to meet people in need, potentially opening doors to referrals and business development opportunities. Joining professional organizations also exposes you to other members who could become potential collaborators.
While attracting many clients is essential to building a thriving practice, lawyers must remain mindful not to sacrifice quality for quantity. One strategy would be taking only cases you feel confident you can handle within the agreed-upon fee structure and allotting enough time per case to ensure each client receives optimal representation and resources are not overcommitted.
Measured results are an integral component of attorney marketing. This involves tracking traffic and lead metrics as well as measuring specific initiatives’ effectiveness, such as measuring how many visitors your website receives or which types of ads perform better and the percentage of leads who convert into clients – this will allow you to see what’s working and where any adjustments need to be made.
Integration of technology is also key to effective lawyer marketing. A CRM, in particular, can be invaluable when tracking business development (BD) activities and maintaining client relationships; automated email templates and chatbots can boost efficiency; while tools such as Google Analytics allow you to identify useful information regarding online marketing efforts.
