Why is Marketing a Law Firm so Hard, and What Can You Do About It?

The simple truth is that marketing a law firm is NOT easy. If someone tries to tell you that it is, they're lying or trying to cheat you out of your money. Of course, it becomes easier with experience and as long as you make sure you have sound fundamentals on which to build your marketing. (By the way, just saying "I'm building my brand" is not a sound fundamental.)

It has become increasingly hard in the last decade to market law firms thanks to all the complications involving new media such as search engines like Google and social media. Between new social media sites popping up and Google's constant algorithm changes, you could drop dead trying to keep up with all of it - unless you build your marketing on top of a strong foundation.

Lawyers these days are also often viewed as commodities thanks to sites like LegalZoom. This makes putting real effort into your marketing all the more important. It's an opportunity to stand out from other lawyers who aren't fighting back.

One of the smartest things you can do to make the task easier is following in the footsteps of successful firms before you and carefully study what they have done...

We have identified for you six Leverage Points that can be used by any firm to improve their marketing. These cover all the major areas of marketing. Each one has its level of complexity, but if you can identify ways to tip the scales in your favor just a little bit in each area, the job of marketing your practice becomes easier.

Here are the six Leverage Points:Creating marketing systems in your law firm.

  1. Referrals
  2. Web/Internet
  3. Direct Mail
  4. Community
  5. Broadcast
  6. Print

One of the greatest dangers facing you is just focusing on a single Leverage Point in your practice. We've seen attorneys who have shone on the Internet, but they end up sinking and almost going out of business thanks to a change that Google makes. That comes from being too reliant on one form of media. Additionally, the smaller firms who focused on Broadcast marketing on TV and radio to heavily end up losing out on the benefits of a strong online presence.

One of the first steps you can take is moving from "branding" yourself to utilizing Direct Response Marketing in your practice. This means that your ads are designed to provoke a response, not just show a bunch of white space or your logo and a phone number.

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