I just started my own firm, and I don’t want to blow my savings on advertising. Can I restrict my marketing materials to only people who are likely to hire me?

This is not a good idea, especially if you’re just branching out into a new practice. You never know who may be in need of your services, so you should market to everyone in your database—and add to that database daily for even more potential customers.

To keep your costs low, your marketing efforts should be cheap to produce and free to disseminate whenever possible. Facebook and other social media accounts are free to join and give your firm tons of exposure for only minutes of effort on your part per day. While it may take some time and editing to post informational videos to YouTube, it costs nothing to add as many videos as you wish to upload.

The most important thing to remember is that all of your materials must be directed to (and easily accessed by) everyone on your contact list. This list should include all the names and addresses of people who have given you permission to market to them in the past, including:

  • People who requested information via your website
  • Past clients
  • Other local attorneys outside your practice area
  • Your vendors
  • Your local friends and relatives
  • Other professionals or business owners in your area

As your personal injury attorney marketing plan develops, you will be able to “cherry-pick” the customers you want to work with, rather than flooding the market for potential leads. Once your database is providing a steady stream of new clients, you will be at liberty to decide whom you take on (not the other way around).

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