When you look around your law firm’s office, you can see the strengths and weaknesses of your business and how those affect your marketing strategy. The lawyers are well trained and knowledgeable, the office looks nice and friendly, the computers can handle any research from the Library of Alexandria to the God Particle, the website has quality information, and your marketing is good enough to keep the lights on while putting some change in your pocket. However, none of these things are your law firm’s strongest asset.
The best marketing tool you have at your disposal is your database of names and companies. Any name that has come across your desk, or any person that has given you a business card, is part of this list. It’s the equivalent of a 20-something’s little black book. Anyone who has expressed any interest in you or your business is a candidate for your law firm’s marketing.
These types of people should be part of your database:
- Any person who requested information from you in any form
- Any potential client who contacted you
- Previous clients
- Nearby attorneys whose practice areas don’t overlap with yours
- Your vendors
- Your friends and family
- Any professional acquaintances respected in their field who would be likely to refer clients to your law firm
These people are a part of your life and could be a part of your professional life whether they know it or not. The key is to maintain communication and face time with the important members. When these people do happen to need a lawyer, you are the one that their boss recommended, or the one whose card they got at the gym, or the attorney across town with whom they’ve swapped war stories, or maybe just someone they can talk to. When someone needs a lawyer, be the one they remember.