Marketing Tools to Build Your Law Practice

Many firms spend a lot of money on legal marketing, but you don’t need to. A marketing plan focused on activities you do well, targeted at the right audience and carried out consistently are the strategies to a successful firm. Being charismatic and outgoing can help the process of growing your practice, however you don’t need to be the charming witty lawyer, all you need are a few basic guidelines.

Many lawyers believe that good work will draw business. They are incorrect, people need reminders. Whether it’s a follow up email or a holiday card each year.

• Make time for potential referral sources, no matter how busy you are. It’s better to reach out when you are busy than when business is slow.
• Organize a monthly dinner with law school classmates, varying the practice areas so attendees have a greater referral opportunity.
• Develop a marketing plan around activities you enjoy. If you are a member of a golf course, offer to sponsor a hole at the next tournament.
• Attend Bar Association events. Lawyers only refer cases to people they know.
• Volunteer with various legal community organizations.
• Don’t buy a table at an event, instead buy seats at different tables so you can spread out and meet more people.
• Take the time once a week to write endorsements on LinkedIn for people you’ve worked with and respect.
• Go to events to give, rather than to get.
• Have an office that is convenient to reach, being near the courthouse may not be the best thing because there is rarely free parking.
• Join groups that have few lawyer members.
• Do adjunct professor work. It adds to your expertise and former students can be great referral sources.
• Give people a brief description of what you do instead of stating your title.
• Take a client out to lunch, develop a relationship.
• Stay up to date on local and state issues. Perhaps this could be a topic you discuss on a blog.
• Network with local businesses and offer a helping hand.
• Consider building a social media presence. Twitter posts between 1-3pm are the most seen, try to post during that time about a local issue or a link to your blog post.

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