"Outside of the Box" Legal Marketing

Traditional lawyer advertising methods rely on a repetitive cycle of sending a message, waiting for client response, helping those clients, and when the well runs try, doing a whole new push for more clients. This creates a revolving door type of clientele that use you then toss you, no relationship established and no security in knowing you have solid revenue to rely on.

These aren't the kind of conditions any other professional service runs under, so why should your law firm be any different?

What's Wrong With Your Legal Marketing

If you tracked your legal marketing efforts alongside your new client intake, they would probably peak around the same time and then fall back down in tandem. This is because so many traditional lawyer advertising strategies are big-push efforts that bring in a high volume of new clients, but don't do anything to keep them.

It's true that most clients may only need your services once in their lives, such as a personal injury claim or a divorce, but even if they don't need your legal advice, they may have friends and family who do. Many lawyers fail to see the value in client referral as a no-cost, effective legal marketing tool.

If you're inconsistent with your advertising, your current clients will forget about you and your potential clients won't find you when the time comes. A well designed, diverse and consistent legal marketing plan will not only get you new clients but keep them as a constant source of referrals.

The 3 Parts of Legal Marketing Success

Focus - This is about knowing what kind of client you are marketing to. Before you start making any changes to your legal marketing strategies, you need to know the kind of ideal client you are trying to attract. Once you know who your ideal client is, you can begin researching to determine where to place your advertisements and how to word them to appeal to that client.

Consistency - Once you've set your lawyer advertising plans in motion, you need to stick with them. The more consistently your message appears to clients, the more apt they are to remember you when they (or a friend) need legal advice. You may get a surge of client interaction following a big marketing push, but that will soon ebb off unless you have consistency and follow-up in place.

Diversity - If there were one surefire method of legal marketing everyone would use it and there'd be no need for marketing professionals or analysts. No one method of lawyer advertising will work for every law firm's ideal client, so make sure your marketing plan fits your firm's needs and clients specifically.

Implementing a new legal marketing plan takes time and effort; it's not an overnight change. You have to be committed to wanting a law firm where you work less hours, only take the cases you want, don't need to re-market all the time, and have a steady group of happy clients to rely on. All of this becomes possible with dedication and a little "outside of the box" marketing.

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - (703) 591-9829.