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.
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?
Do you have professionally copy written and designed brochures or do you rely on out of date brochures?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?
In addition to brochures, have different sized promotional materials. See LawKits for a free sample pack of an innovative sales tool for solicitors.
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.
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.
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.
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.
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.
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. See LawBoards for more information.
Ready To Take Action And See Results Now?
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.