The legal profession is highly competitive, and in the 21st century, law firms need to market their services just as other business enterprises do. Many marketing ideas and strategies will work effectively for law firms. By adopting these strategies as part of a comprehensive marketing plan, a law firm will be able to increase its client base and revenues over both the short and long term.
In order to effectively market a law firm, it is essential that a comprehensive marketing strategy be developed.
Of course, this may seem like common sense on first blush--and it is to some degree--most law firms in business today lack a comprehensive marketing strategy. Law firms tend to take a piecemeal approach to promotion and marketing. They tend to make marketing decisions "on the fly" without any real consideration as to how one marketing effort will harmonize with other promotional efforts.
Because marketing and promotional budgets are not endless, a firm can get the most mileage out of those funds by expending them in a coordinated fashion. Moreover, a comprehensive marketing plan allows a firm the ability to have a blueprint for its promotional efforts that ensures all of the bases are covered.
Another strategy suitable to a law firm is niche marketing. In niche marketing, advertising pitches are directed toward that segment of the population that will be most interested in the product or service being offered.
Many law firms tend to specialize. Therefore, promotional and marketing ideas need to target particular niche markets. For example, if a firm specializes in corporate or business law, its marketing efforts need to be geared toward connecting with the owners and managers of corporations and businesses rather than appealing to the community at large.
Another marketing strategy that a law firm should employ is what can best be called the "personal touch." The attorneys in a firm should take a hands-on approach to marketing the services of the firm.
An example of how a law firm can pursue the personal touch in marketing and advertising is by having the attorneys in the firm make public presentations at civic meetings. Civic groups are eager to find speakers for their events. Lawyers are naturals in this regard.
Providing some pro bono services is also a solid way of establishing a respected professional presence in the community. Through pro bono work a firm is providing a solid service to people who otherwise cannot access legal representation and assistance.