Mistake #1: Thinking One Size Fits All
Marketing is essential to any law practice. But no single marketing strategy is best for all lawyers. Search Engine Optimization or pay-per click campaigns may benefit a trusts and estates lawyer serving. But for a general practitioner, optimizing search may only bring a flood of tire kickers.
Random marketing campaigns are rarely successful. To achieve the greatest return on investment of time and resources, an effective marketing strategy should identify the target market and integrate your personality traits.
Mistake #2: Not Having a Consistent Online Presence
As a lawyer, a remarkable reputation is one of the most valuable assets to have. While lawyers carefully cultivate offline reputations, they often do not give the same level of attention to their online reputations.
Whether online marketing is part of your strategy or not, you almost certainly have an online reputation. Many websites automatically aggregate information about you from public sources, including your education, firm, practice areas, and experience, packaging it into a searchable profile. This information may be inaccurate, incomplete, or out of date.
Whether potential clients find you through online marketing, the Yellow Pages, or through an offline referral, most will take the time to Google your name or your firm before contacting you. Taking the time to create a law firm website, keeping your bio up to date, and making sure information on other websites is accurate will help confirm the image you have crafted offline is reflected online.
Mistake #3: “Networking” Without Building a Network
Most lawyers will say their best cases come from referrals. Recognizing the value of a referral network, many lawyers attend “networking” events; bar functions, or cocktail parties, only to leave without having made any meaningful connections.
Building a productive referral network involves forming relationships built on trust and mutual respect. These relationships are usually formed naturally, without the expectation that they will result in new business.
Some of the best ways to start building a network is to simply become involved in activities that bring you in contact with different people. This can include joining an amateur Shakespeare troupe or coaching your son’s soccer team. Choose activities that would be meaningful even if they never generate business.
Mistake #4: Using Social Media to Advertise
Done well, social media can be a platform for building your firm’s brand, reputation, and industry recognition. But social media is not a traditional advertising medium. Lawyers should avoid sending weekly Twitter blasts along the lines of: “Injured…lost your job? We’ll fight for you!”
Traditional advertising is a one-way communication: A Ford television ad shows it’s newest family sedan and boasts about its fuel economy and high safety rating. But social media is not a one-way medium like television. It is a platform for exchanging and sharing information, ideas, and experiences. Trying to shoehorn an advertisement into a social media post risks alienating your intended audience.
Social media is not for everyone. Creating social media content requires time and long-term commitment. But if you enjoy writing, then blogging about a legal issue that interests you can demonstrate your knowledge and passion for your practice area. If you are a voracious consumer of Internet content, using Twitter to share links or make witty observations about a recent news story or court decision can help shape your brand.
Mistake #5: Not Recognizing Clients as Referral Sources
Happy clients are proud of their lawyers and will recommend your services to their friends and family, effectively merging their networks with your own.
Many attorneys, not recognizing their clients’ potential as referral sources, may work hard to get clients, but then fail to deliver quality services. They may be late returning phone calls and emails, go to court unprepared, or not take the time to listen to and address their clients’ principal concerns. These actions will ensure an existing client will not act as a future referral source.
By honoring your legal skills, delivering above and beyond your clients’ expectations, and keeping in touch with your clients after the conclusion of your representation, you can tap into a steady stream of new business.
How Can LegalMatch’s Marketing Services Help?
To date, more than 3 million cases have been posted at LegalMatch. By becoming a member attorney at LegalMatch, you can immediately receive access to the cases posted in your local region and in your preferred area of law.
Become a member with LegalMatch today by visiting www.legalmatch.com/attorneys. You can also contact us directly by calling (866) 953-4259.