You may already have some strategies regarding the services you render to your clients if you already have an active legal practice. In an upcoming trial, you already have a strategic "map" of sorts regarding the tactical moves and the legal tricks and maneuvers you will be pulling to win the case. Similarly, if you are closing deals for your clients, you also have a strategy for how to get the deal done and protect your client's interest.
Whatever service you are rendering, all the things you do to serve your client's interests is guided by an overall strategy to get you where you want you and your client to be.
Why, then, should your attorney marketing be any different?
It's a rhetorical question, and the answer is obviously that it shouldn't. In marketing, it is important to have a strategy and stick to it. Sure, they may change or be modified, but they will be what your actions will revolve around in order to reach your goal. Let us look closer:
Have focus - Your law firm marketing strategy needs to have focus. Set your sights on your target and get to know them; do not pick just anyone who needs legal services. Your target should be a particular group or subset of people facing a common exact legal concern or issue. Now all your marketing efforts and tactics should be directed to this particular target. The more narrowly you define potential clients, the more actual clients you'll get (and vice versa).
Practice Diligence - Don't misunderstand and think that I'm advocating never abandoning or changing a losing marketing strategy. You should always set aside time to assess and revise your marketing. Your strategy should always be attentively monitored and followed through. The reason why marketing strategies fail is not because the ideas sucked to begin with, but because the implementation and follow-through fell short.
Continuous education - Most attorneys, partially because of their education, believe that they can read and think and learn all that they need to know about marketing. Unfortunately, it doesn't work that way. Unless you have an expert marketer on your particular focus market working with your or under you, you would have to stay on your toes and revise your strategy accordingly. Often, you will find that a strategy that actually works, there are about 5 to 10 that just wouldn't work. It could be quite a lengthy process, but what you need the most is determination and effort.
Marketing is not for the faint of heart, and getting clients as an attorney is never as simple or straight-forward as you might like. However, the bar is set quite low; all you need is to educate yourself and be persistent so your attorney marketing will achieve the goals you have set at the start.
The key is to actually get going and stick to a plan. If you don't have a plan, then either develop one on your own (even if you don't have experience), or ask for help. You can ask other attorneys for their assistance, or you can seek out the services of a marketing firm. Whatever route you choose to take, you must have a plan and you should stick to that plan until you have learned enough to figure out if something is working or not.
About the Author:
Although our clients are often brilliant and motivated,we love seeing how we can play at least a small part in their success. We provide weekly updates to our clients to keep them informed. We find that doing so creates a sense of calm and control for our clients.
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