Before you do anything major, like embark on a huge social media marketing campaign or spend thousands of dollars on television advertising, you first need to focus on the basics. Below is a list of actions we would recommend:
- Create a good database. You need to cultivate a group of people who are interested in what you have to say. Your group should consist of former clients, current clients and prospects. These are people who want to hear what you have to say.
- Collect information. You can’t expect your database to grow on its own. While it is easy to add your current and former clients to the list, you need to be proactive in adding prospects, the people who may need your services in the future. It is up to you to give them a compelling reason to contact you. A free offer, such as a book or report, is a great way to encourage someone to fill out your contact form or call your office.
- Communicate with your database. Send regular newsletters or other marketing touches to stay in front of your database. It is amazing how quickly people can forget about the great service you provided and turn to another lawyer when they need legal help. We have also found that it takes some people months from the time they recognize they might need a lawyer to the time they actually hire one. That is why you need to stay in constant contact with your group.
- Develop a great website. People are searching online for the answers they need. They might not be ready to pick up the phone and call an attorney, but they definitely want information. Make sure your website is educational and answers the questions that your prospects are asking. Even better – be sure to include informative videos on your site that will allow people to get to know you.
The most important thing you do is to take action. There are lawyers out there who are proactive and have created a law practice they have always wanted. You can too.
We’ll be discussing this topic and more at our "No Smart Lawyer Left Behind" One-Day Rescue Mission in Chicago, Illinois on December 2, 2010. For more information, visit GLMRescueMission.com. Space is very limited.