7 Tips for Marketing a Small Law Firm

Marketing a small law firm can be intimidating, but there are tools a lawyer can use. Here are some tips on how to market a small firm.

There are several ways small firms can work on marketing themselves to their audience. One of the most important things a smaller law firm can do is utilize the advantage of being a smaller firm to personally connect with potential clients. Additionally, there are several other steps a smaller law firm can take to improve its marketing.

7 Tips for Small Firm Marketing

1. Establish a marketing function

Many law firms make the mistake of focusing their efforts on other functions such as accounting functions, IT functions, reception functions, etc. But, a solid marketing function can make all the difference for a small law firm. Ensure that your firm has a designated individual or team that can prioritize marketing in their work. Delegating the task of marketing to a person or team can ensure that plans are created, implemented, and individuals are held accountable for their marketing efforts. Additionally, it could be useful to hire an outside marketing team or marketing coach to assist them in their marketing strategy.

2. Determine your law firm’s brand

Branding is much more than a simple logo or color scheme. For a law firm to have a recognizable brand, they need a set visual identity and message. One of the most important things to remember is to maintain consistency, which will make your brand more recognizable to your audience. The main goal is to have your audience see your branding and positively associate your firm with it.

3. Utilize free advertising

There are so many opportunities for a smaller law firm to obtain free advertising. Social media can provide advertising to wide-ranging or varying audiences. Business professionals can be reached easily on LinkedIn, and Twitter is great to use when trying to get your name out to new clients. It is encouraged to consider obtaining an Instagram as well, but LinkedIn and Twitter are critical for any law firm interested in advertising. These social media sites are free of cost, which helps small firms establish themselves online.

4. Prioritize community involvement

Lawyers who are actively involved in their community are always positively promoting their firm. It is great advertising for your brand to show that the lawyers who work there care about the individuals in the community and the community itself. This is the type of positive attention lawyers want to draw to their firm, and this will especially be helpful for smaller firms. A benefit of smaller firms is that those who work there are more easily recognizable in their community.

5. Keep your website updated

Ensuring that your website is updated to date will be helpful for two reasons. Firstly, consistently updating your website will demonstrate to your clients that your business is active. Out-of-date websites can be concerning for potential clients, as they most likely want recent reviews and assurance that your firm can handle current issues. Additionally, catering your website to the search engine algorithm is key in keeping your site at the top of the search list. Look into search engine optimization to keep your site relevant when potential clients search online for help.

6. Don’t forget about business development

Retaining clients and developing your business is one of the most important things a smaller law firm can do to grow. Try to identify your firm’s key contacts; people you don’t want to lose, referral sources you want to keep, and prospective clients who you want to remember. Additionally, business development can look like scheduling appointments frequently with your key contacts. Keeping in communication with these people is a great way to maintain these relationships and continue your business development.

7. Invest in lead generation

Lead generation is the process of generating consumer interest for a service, with the goal of turning that interest into a sale. Lead generation focuses on getting a consistent audience to your website and then convincing them to share their contact information with you. For online marketing, this process usually involves collecting the contact information (called a “lead”) via a web form. Collecting new leads gives businesses the opportunity to educate and maintain relationships with new clients. Lead generation focuses on getting a consistent audience to your website and then convincing them to share their contact information with you.

Try to implement these tips into your small law firm and record the results of how they affect your business. More tips on how to successfully market your small firm can be found here.

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If you or a colleague would like to know more tips on how to market for a small law firm, get your free consultation with one of our attorneys today!