Strategies for Niche Legal Marketing

A lot of lawyers employ what I like to call "random chance" marketing. They place generic Yellow Page ads and make broad spectrum websites in hopes that their next big client will stumble upon their legal marketing efforts. While, yes, there are clients out there that throw a dart and contact which ever lawyer's ad they land on, these aren't the kind of clients with million dollar settlements.

You already know you want to establish yourself as the big case lawyer. You want to work with ideal clients who will give you the revenue to sustain your law firm and let you sleep at night. You also want to spend less effort on legal marketing, but have it be just as effective. All this means is that you must focus your marketing efforts in the areas that matter to your target market.

Now that you've found your niche practice area, determine the profile of a client who would be looking for your type of legal service. Some questions to consider are: 

  • Which side am I representing, the victim or the accused?
  • How old is my average client?
  • What kind of social background do they generally have?
  • Is there a common thread (motorcyclists, parents, businessmen)?
  • What kind of advertising do they respond to the most? 


These questions will allow you to decide if a YouTube video would be more appropriate than a newsletter, or if your website should make special enhancements for elderly viewers.

I explore all the benefits and tips in my article, "Marketing Yourself as a Niche Lawyer. Niche lawyers who follow through with adjusting their legal marketing strategies have also effectively cut down on their overall marketing efforts. You can make a name for yourself in your local community by becoming THE name in your practice area.

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - (703) 591-9829.

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