You’ve decided to take the next step in your practice and find an area of focus that you enjoy working on. Now that you’re ready to streamline your law firm’s marketing efforts toward your perfect client, you need to know where to find him.
Your perfect client can be anywhere, at any stage of the “attorney shopping” process. Your attorney marketing strategy should appeal to him when he finds you, but also help him find his way to you. To do this, you need to put yourself in your customer’s shoes: if you were hurt, scared, and needed a professional, whom would you ask first? Where would you look?
When most people decide that they need legal information, they will do one (or more) of the following:
- Talk to a lawyer they already know.
- Seek out a referral from a trusted source.
- Search online or in the yellow pages for attorneys in their area.
- Call a “name brand” law firm that they heard on the radio or saw on TV.
If your marketing is done correctly, it will reach all of these potential clients. A good customer database that includes the names and addresses of all of your contacts (and to whom you have been sending regular updates and newsletters) will lock down the first avenue of interest. All of the people on your list have friends; there’s the second point of contact. Your website, as long as it is optimized for search engines and contains compelling copy, should allow all of those searching for you online to find you easily.
So how do you reach the last bunch—the ones who automatically call the competition that’s saturating the market with TV ads? The truth is that consumers these days are notoriously shy. They would much rather read about their options behind the safety of a computer screen than call up a total stranger for advice. Chances are they’re going to that competition’s website before they pick up the phone—and if they do, your website is only going to be a click away.