You’re ready to start niche marketing for your law firm. You’ve identified your ideal client, but how can you bring him in when you don’t know where he lives?

You may be tempted to try a “scattershot” advertising method: doing everything your competitors are doing and hoping it works for you too. The problem is, what works for them may not work for you—especially if they’re a big-name firm who’s been in the game for a while.

The key to getting the best marketing for lawyers is to start big, then make your marketing smaller and smaller, until it goes directly to your target audience. Here’s one method for getting your campaign started:

  • Flooding. Identify three or four marketing methods you will use to reach your client, and pair them with a list of likely towns and high-traffic areas where your clients will visit often. Assign different tracking methods (such as unique phone numbers and landing pages) for each one.
     
  • Tracking. Evaluate the tracking information associated with each marketing tool to asses what’s working and what isn’t—and how you can expand on the successful practices.
     
  • Honing. If any one of your tools did not outweigh the cost it took to make the material, it is likely that the method is flawed. You may discard it, or rework it and track it again.

If you’re a smaller firm in a today’s economy, you know how hard it is to get ahead of the big dogs. Established firms pay exorbitant fees to get their message out—amounts that smaller firms cannot hope to match.

Your only chance to stay alive is with smart, targeted marketing that gets you your clients without any wasted effort. To find out how to achieve this, call 888-791-2150 today or download a free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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