How can you distinguish between a financially successful lawyer and a lawyer who struggles financially? It isn’t because of their knowledge of the law, their expertise or their track record. In most cases, it is the ability of the lawyer to market their ability and service to potential clients. The problem is that marketing a law practice or law firm isn’t the same as marketing other type of businesses these days. The same tactics and strategies may not provide the desired results and this can hurt lawyers. In today’s competitive environment, you need to take advantage of marketing if you wish to promote your products and services and the same is applicable to attorneys.
If you aren’t sure of how to go about marketing your legal services and your law practice, the following brilliant tips can do a wonderful job on your behalf:
Select a specific type of law: Richard Weaver, an attorney from Weaver Injury Law Firm, recently suggested in an interview that new layers, instead of marketing themselves as general practitioners, should try to stand out from the crowd as specialists in a single area of law. According to Weaver, when a potential client is seeking an attorney, they have a particular issue to deal with and they are going to opt for a lawyer who specializes in that area rather than someone who spreads their attention amongst various specialties. This is one of the primary reasons why lawyers specializing in a particular area of the law tend to earn a greater salary.
Opt for a more specific niche: Once you have selected a specialty, you need to get one step ahead. You can differentiate your services even more by opting for a niche in the branch of law you have chosen. For instance, if you decide to become a business lawyer, you can decide to specialize in retail or manufacturing. Likewise, if you are an immigration attorney, you can go for clients coming in from a specific area. Use the niche in your promotional materials and websites to inform customers.
Gather clients and referrals: One of the most common marketing mistakes that lawyers make is trying to do everything at once. You need to focus on building a list of clients and referrals rather than going on a mass contacting spree and get in touch with everyone at the same time. Not all these people are going to need your services simultaneously and you can save some for later o else you will have no leads.
Design a powerful website: Setting up a powerful website is essential because it showcases what you do. You should highlight your specialty and niche on the website and other services that you may offer. However, keep in mind that your website should have helpful resources as it draws more people in.
Work with local businesses: Get in touch with local businesses within your community and offer them your help. You never know who they have contacts with. When you are ready to help others, they may refer you to their clients, which is exactly what you want. Provide these businesses with your business cards so they can be given out easily and you can develop a network.
Work on your social media presence: Social media has proven itself to be a powerful and worthy tool for almost all kinds of businesses. You should have accounts on prominent social media networks like LinkedIn, Twitter and Facebook. You can use these platforms for reaching out to your target audience and also building relationships with business professionals. It is time to use your list of contacts in the community, your client lists and referrals and they will be a stepping point in your strategy.
Post content on law-based forums and blogs: There are thousands of blogs and forums that exist on the internet these days. Some are focused on a specific topic while others are generalized. One of the best ways lawyers can market themselves is by setting up a legal blog. You can post articles, news and other law-related information here and provide a link of your website. It is also a good option to guest post on other legal blogs and invite others to guest post on yours. This can give you plenty of exposure.
Never underestimate customer service: Our world has become increasingly customer-oriented and it is incredibly ill-advised for anyone to ignore the needs and demands of customers. As a lawyer, you are in a service field and customer service is even more important for you. You need to ensure that you are taking care of your clients because their word of mouth can get you a lot of business. Even a small mistake can mar your reputation so you have to be careful.
With these brilliant yet simple marketing tips, you will be able to build a name for yourself as a competent, professional and skilled lawyer.