If you are trying to get your firm’s marketing to deliver, you need to know the basics that will help you get started. You also need to know the difference between knowing the basics as a small firm and the kinds of marketing strategies that work for big firms. Chances are that you will not have the kind of investment resources that larger firms have, and chance are also good that you would not benefit from them until your own practice grows to the point where you are competing with them.
Instead, you need practical strategies that will work for a firm in your niche and at your size. That’s where these five tips come in. Put them all into place to see your small firm’s marketing really start to take off.
1. Create a Brand for Your Firm
The first and most important step is to create a brand that represents your firm. It needs to stand out to be effective, because you will be depending on it to deliver you clients and to make a first impression. Having a clear brand does a few practical things beyond forming that first impression, though. It gives clients a clear message about who you represent and what areas of law you practice, for instance. It also creates a public persona that you can use to build a platform on social media and in other places.
2. Develop an Engaged and Diverse Social Media Presence
Being engaged on social media is about two things. First, you need to be present on the platforms where your clients are likely to engage with you. Facebook and Twitter are the two largest resources for that today, but some firms also find success with other platforms, including Pinterest and Instagram. The second part is just as important, though: You need to make sure that your social media presence is engaged. That means posting regularly, and posting the kinds of things your target audience finds useful. Articles that provide more information about your practice areas for those with potential claims is a great way to go.
3. Tune Up Your Site
To make sure you rank well in Google and other search engines, you will need to optimize your site with practices that make it more visible. That means going out of your way to research keywords and to keep the site rewritten often enough to keep the pages fresh. It also means producing new content that is keyword indexed, to help increase your site’s overall effectiveness.
4. Engage Publicly Offline
If social media is the most effective way to connect with new clients online, then the equivalent actions in the real world are also going to work, right? Actually, yes, that’s true. The real-world equivalent of your resources, articles, and blog posts will be speaking engagements, so consider how speaking about legal issues and providing informational clinics can help your visibility.
5. Build Bridges to Local Businesses
Last but not least, remember that you are part of a business community. Get engaged with your local Chamber of Commerce and other business groups, and learn how much these actions can help to keep you in touch with the people who will be able to refer work to you.
The legal field is competitive, and building your own firm can be a challenge. That’s why you need to know how to get the most out of your marketing.
