The Pyramid of Marketing Success

There are 4 main components of your legal marketing pyramid: your database, perfect inbound media, secondary inbound media, and outbound media. Each one of these layers involves a different approach to lawyer advertising and only when they work together can you have a well developed legal marketing campaign.

Your Database: The Pyramid Foundation

Your database is the foundation upon which all other aspects of your legal marketing and lawyer advertising work from. This repository of client names and information not only gives you business, but also lets you analyze your legal marketing methods and decide if you need to reevaluate your lawyer advertising strategies.

The database is built from obtaining client names and information from a variety of sources. Your website's contact page or information order form is one of the strongest methods of adding clients to your database. Manually entered clients that come from phone calls or personal referrals are also good ways to add more names to your database.

In turn, your database feeds the other parts of your legal marketing efforts. Your newsletter relies on the addresses in the database so they have somewhere to be sent. You should also use your database to track where you get your clients from, determining if your website or other lawyer advertising methods are the biggest asset to your list growth.

2nd Tier: Your Perfect Inbound Media

Perfect inbound media is the lawyer advertising methods that deliver clients directly to you. These are your contact forms, your website, your online videos, anything that brings your clients directly to a place they can contact you for more information.

When your clients reach you through perfect inbound media, they're at the stage where they're not just looking for any lawyer, they're looking for specific information about their legal needs. Your legal marketing needs to focus on this and promote your law firm's offers of information, whether it is books, information CDs, or the simple free consultation.

3rd Tier: Secondary Inbound Media

Places like The Yellow Pages or generic lawyer directories are known as secondary inbound media. While these can be an integral part of your legal marketing strategy, they shouldn't take up the bulk of your lawyer advertising efforts.

Your clients that come to you from these methods know they need a lawyer, but they're not completely sure what they need or what you offer. The lawyer advertising efforts in your secondary inbound media should lead potential clients to your perfect inbound media to give them a better idea of the opportunities available to learn more with your help.

The Top: Outbound Media

Outbound media is your more generic, competitive lawyer advertising such as TV and radio spots. This is the hardest media to work with for legal marketing because it often targets clients who aren't convinced they need a lawyer. You need to grab them with the information of what a lawyer can do for their case, and then convince them to put in the effort to learn more.

No matter what stage of the marketing pyramid your client comes to you at, it's the job of your legal marketing system to get them to ask for more. If you can process a client down into the database foundation, you've got a solid lead and a great new addition to your law firm's herd of raving fans.

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. http://www.greatlegalmarketing.com/

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.