Legal Marketing Tips
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Marketing Opportunities for your Legal Practice - Try Something New!
If you were to look at your marketing activities, how many different types do you try? I say "try" because that is what marketing is all about. Whatever marketing you undertake from networking to advertising, website marketing to brochures, you should always test it out, evaluate its success, and then improve it or shelve it. If you continually do this you will eventually have an excellent marketing mix ensuring you are using many different channels to deliver business to your practice.
1. Advertising
If you advertise and believe it is successful, have you tried other publications? Have you tried direct response advertisements as opposed to general display advertisements?
2. Networking/Personal Selling
Do all of your senior team have a target for networking events each month? Have you invested in training all of your fee earners or even all staff in being able to spot opportunities for your practice when out networking? If not, why not?
3. Brochures
Do you have professionally copy written and designed brochures or do you rely on out of date brochures? Worse still, do you have nothing to present to your clients to aid your cross selling activities? If you have brochures do they include client testimonials to give you credibility?
4. Hospitality
This is one of those areas where traditionally solicitors have spent considerable sums. If you do entertain at events, do you ensure that you only take clients who give you significant work or are likely to? If not, consider spending your money more wisely elsewhere.
5. Seminars
Particularly important in the commercial sectors seminars are an excellent method of increasing your network. If you do a good job and impart legal information in an informative and easy to understand manner, seminars can generate significant business.
6. Direct Marketing
Still a very powerful tool if you obtain professionally designed materials, target a narrow audience and talk in terms of how you can help them. The response rates can be improved significantly when followed up with a telephone call. Direct Marketing is an excellent way of generating interest for Seminars above.
7. Exhibitions
Exhibitions can be very effective for launching new services or reaching new potential clients. Usually the biggest mistake with exhibitions is failing to allocate significant resources in both time and money to market before and after the exhibition.
8. Internet
Legal websites are slowly evolving and becoming useful informative tools. Once you have a website, you can promote it through Pay Per Click or Search Engine Marketing, both of which are incredibly powerful marketing tools.
If you do not have a website, you are missing the most cost effective marketing opportunity available for a legal practice.
9. Telemarketing
Telemarketing can be a very effective way of generating meetings with new potential referral sources. The law of averages (and I have tried this in many different sectors) is that for each three meetings generated you should be successful in one of them. So if you wanted to meet a new commercial client, on average three meetings should result in a new referrer for you.
10. Sponsorship
If you wish to gain a return on your sponsorship investment, you should only sponsor events that are likely to be attended in large numbers by your core target audience.
11. Public Relations
PR is one of the easier tools for solicitors to use, but is often not used to its full potential. If you advertise in a publication, you should be able to generate at least three stories per year but often many more.
Go on, try something new and enoy your results!
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Would You Like Results For Your Legal Practice?
Please call me for a free no obligation discussion on 01275 855525 or complete my free enquiry form and I will be in touch with you. Nick Jervis, Solicitor (non-practising).