The Nuts and Bolts of Effective Lawyer Marketing

Sometimes it is all too easy to become “wowed” with the latest and greatest lawyer marketing tools and neglect the basics. And believe me, there are basics when it comes to effective marketing.

While you might be experimenting with new avenues to market your law firm, make sure that you do not forget about the core fundamentals of any successful campaign.

  1. Always, always remember that you are building your herd. Your herd, or database of past, present and future clients, is one of the most valuable business assets you will own. These are your raving fans who might not hire you right away, but will do so later or refer business your way. If you set up your marketing in such a way that you are building and cultivating your herd, you become the “wise man/woman” at the top of the mountain.
  2. Communicate frequently with your raving fans. Don’t let them forget about you. You should be in the habit of mailing newsletters, postcards and other materials on a regular basis. Sending frequent emails is not going to cut it. To increase the success of your lawyer marketing campaign, you have to mail them information. It might be expensive, but what’s the alternative? Radio, television or billboard advertising? How cheap is that?
  3. Never give up on the clients who don’t hire you right away. Some of the good cases we have represented didn’t sign up with us until 2 to 12 months after they initially contacted our firm. If someone expresses any interest in your firm, such as requesting your book, add that person to your database and start following up.

If you missed our latest Great Legal Marketing Summit, it’s not too late to order the CD/DVD set. It has about 16 hours of great information. Order your copy today!
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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