Have You Done Everything on My “Top Ten” Law Firm Marketing Checklist?
When it comes to “marketing IQ,” there are really two types of attorneys I meet. The first group has no marketing training whatsoever, and is going off what they were told in law school or at a large, volume practice: “Just do good work, and the clients will come.” Sometimes they’re told to buy a yellow pages ad or a billboard. “Just look at what others are doing and copy that. It’s gotta be working for them, right?”
This is, of course, the long and slow road to destruction. First, most clients will not remember you no matter how good your work was. Second, if you’re doing advertising that everyone else is doing, you’re mediocre and average by definition when you need to be standing out and showing up differently than everyone else.
The second type of attorney is one who has decided to take ownership and responsibility for learning how to attract clients. This was one of the pivotal decisions in my life and my career, and it opens up a world of opportunity. The critical problem facing this attorney is entirely different:
“There’s so much to do! So many systems to build, so many marketing pieces to create. Where do I start?”
It’s true that there are many, many different directions you can go with your marketing, and many different mediums through which your marketing can reach people. Like most things in life, these marketing strategies can appear simple on the surface, but in reality, they have several rich layers of complexity that can take a while to master. To help save you time, I’ve chosen a checklist of my top ten marketing strategies and systems for you to tackle…
1. Do you collect contact information (email, phone, and when possible, mailing address) from both web visitors and callers to your firm?
2. Have you written down your firm’s Core Values by which you will screen clients, hire and fire employees, and go about your legal work?
3. Do you have a free report or a free book that you can offer people in exchange for their contact information?
4. Do you follow-up with unconverted leads?
5. Is someone in your office in charge of SEO? (Search Engine Optimization)
6. Do you listen to recordings of the calls made to your law firm?
7. Do you actively solicit reviews from clients and happy callers?
8. Do you have a mailed package you can send to clients?
9. Do you have a print newsletter?
10. Do you know what your firm will look like in 1 year? Five years? Ten years?
This is just the tip of the iceberg. Each of the points on this checklist could be a 30-page book on its own, but for those of you out there who cry out, “Just give me a list of things I can do that are proven to work!” I’ve gladly done some of the legwork for you.
If you’d like to learn more about these tested strategies, and see how I implement them at my own firm, go to JoinGLM.com and take a look at my introductory marketing kit made only for solo and small firm attorneys like me.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.