This is Part 3 of 4 in a series of Marketing Tips. While this article was written with a law practice in mind, it can easily be used for any type of business.
Tips for Marketing Your Law Practice in a Tight Economy
By Terrie S. Wheeler, MBC, founder and president of MarketYourLawPractice.com
This article, based on the Four Pillars of Marketing, is meant to remind the seasoned attorney - - and focus the newer attorney - - on what to do to develop business-even when the economy is not on your side. The Four Pillars of Marketing refer to marketing best practices you should focus your efforts around:
I. Retain and Grow Relationships with your Existing Clients and Contacts
II. Attract New Clients and Develop New Business
III. Increase Name Recognition and Awareness
IV. Create Targeted and Effective Communications
Pillar III - Increase your Name Recognition
Tip #9 - Stay Involved in Your Community
If you're not already involved in your local community,
consider becoming active in the Chamber of Commerce or
the Rotary. Also remember that nonprofit organizations -
especially during tough times - want and need dedicated
volunteers. What organization in your community interests
you? Is it a local food shelf, your place of worship, or an arts
organization? Ask colleagues and clients about volunteer
and nonprofit board opportunities they might suggest. You
will be happily surprised at the number of other professionals
who also take an interest in their community. Being an
exceptional volunteer translates in the eyes of your fellow
board members as, "Joe/Janice must also be an excellent
lawyer!"
Tip #10 - Focus on the Media, Not on Advertising
Have you asked your clients how they originally found you? More than likely it will not be because of an ad you placed in the local paper. When the economy is tight, a much more credible and cost-effective way to increase your name recognition is through public relations. Pay attention to the news media and reporters covering the industries you represent. Four concepts to keep in mind:
1. Keep members of the media current on happenings at
your firm (through regular news releases).
2. Talk to editors and reporters about being a
knowledgeable source they can consult when covering
stories involving your highest-level expertise.
3. Develop a timely and relevant story angle and "pitch"
editors and reporters to interview you.
4. Identify specific ideas for articles you believe their
readers, viewers or listeners need to know, contact the
editors, and tell them why you are the best attorney to
write an article or to be interviewed on the given topic.
Tip #11 - Join a Trade Association and Be Active
Based on your Top Ten lists, ask your clients, contacts and referral sources what trade and/or professional associations they belong to. Join one and make a point of attending the events and meeting other members. Offer to write for their publication, and speak at their events. Become THE legal resource for their members. Perception is reality and if members of an industry group perceive you have more knowledge of their business because of your involvement in their industry group, they will hire you over other lawyers they do not perceive know their industry. |
