It’s a good time, as we begin a new year, to consider some basics when addressing legal marketing. I was asked this week by a freelance writer for CPAmerica International’s newsletter to respond to five questions for an article about “marketing for law firms.” Rather than present my answers in a lengthy post (which I really try to avoid – but don’t always succeed), I will present the 5 questions and answers in three posts in order to keep each short. First, I’ll take up some basic suggestions and the most common mistakes:
1. “What concrete suggestions do you have for law firms concerning their marketing?”
- Plan (set goals and measurable objectives for firm/practice, identify targets, and specify action items to reach those targets);
- Budget;
- Implement the plan, by:
- Visiting key clients (firms will find that it is the most effectively concrete thing they can do to obtain more work),
- Getting to know the client’s business,
- Writing (articles, book, blog, column) and speaking to target audiences,
- Making friends in the media,
- Getting involved in organizations relating to target audiences, and network,
- Seeking feedback on the firm,
- Treating the client like a human being and partner,
- Don’t surprise the client – about anything,
- Returning clients calls ASAP, if not sooner,
- Developing a personal relationship (not just a business one) with clients – or finding clients that the firm wants to develop personal relationships with,
- Entertaining clients and referral sources,
- Referring potential customers/clients to others,
- Offering advice at no charge, and
- Suggesting fixed fees, whenever possible.
2. “What are some of the common mistakes to avoid in legal marketing?”
- Failure to plan,
- Failure to implement plan, and
- Failure to get a professional to help the firm do both (since lawyers are not trained in the areas of marketing and business development – certainly not in law school).
Next: Budgeting