Introducing Guest Blogger Ryan Alesso – “Don’t Stop Marketing Your Law Firm the Old-Fashioned Ways”
“Don’t Stop Marketing Your Law Firm the Old-Fashioned Ways”
Discounted services and buy-one, get-one-free coupons used to be the domain of shoe salesmen and oil change shops, but now the American Bar Association has sanctioned these tactics for use by lawyers as well. Attorneys who want to advertise over platforms like Groupon and LivingSocial are welcome to do so, reports the Association of Corporate Counsel. These new-found tactics may be a good way to reign in new clients, but they haven’t replaced some of the older and still-relevant forms of marketing.
You can physically hand a brochure to prospective clients. It requires less effort for the recipient to look it over than searching your website. It also shares more information than a billboard or radio ad. Hard copy promotional items like these usually get placed somewhere conspicuous, such as on a desk or counter, and can therefore serve as a reminder to the recipient.
Rather than creating this piece of promotional literature yourself, outsource the design and printing to a professional. If you’re going to write the copy yourself, make sure a professional editor/proofreader reviews it before it gets printed. Giving out a brochure that contains even small grammar and punctuation errors makes you look amateurish.
In addition to networking online, it’s critical to network IRL – in real life. The ABA Journal recommends joining a group like your local chamber of commerce. This will boost your credibility in the community, and you’ll have opportunities to attend local networking events for young professionals as well as ones just for lawyers. Make sure you reach out to your new contacts after the event. Follow up with an email, a phone call or a note.
Become a Community Expert
Garner some attention for your name by submitting letters to a reputable blog or other news source, and if possible, volunteer to write a topical article for them as well. Depending on the nature of your firm, volunteer to educate the community on issues like will writing or avoiding fraud.
Depending on your goals, teaching at a community college or even a senior center or a community center might be time well-invested. It can take up significant time, but may establish and enhance your credentials and authority. Weigh your options and your goals to decide if this is a good step for you.
In addition to getting you attention, speaking gigs and published articles posit you as an expert in the community. If you have trouble setting up your own speaking gigs, contact your local bar association speaker’s bureau – they may have resources for you.
Foster Client Relationships
The best client-attorney relationships are the ones that last years. Nurture these relationships. Remind old clients of pressing obligations like lease renewals and business registration dates, and help them come up with new ideas for their businesses as well. Maybe they won’t decide to act on them, but they will know that you’ve been thinking of them. Simple acts like sending cards on anniversaries or major holidays are also a great way to keep your name fresh in their mind.