Marketing Ideas For Law Firms

Marketing Opportunities for your Legal Practice

Try Something New To Market Your Firm!

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Do you have professionally copy written and designed brochures or do you rely on out of date brochures?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!

12. Stop Your Passing Clients From Passing Your Office

A Boards. These are not very exciting, but there are two benefits. They stop people passing by your office and they are incredibly reasonably priced and therefore one of the most cost effective forms of marketing.

6 Fastest Ways To Win New Law Firm Clients – Click to download now:>>

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Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Law Firm Marketing

Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.