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Legal Marketing: 5 things small law firms can do to attract new business

Guest post by: Tom Matte

Article Overview: A lot of smaller law firms think they can’t compete with larger law firms because they don’t have huge marketing budgets. But that’s simply not true. There are many ways you can grow your firm if you don’t have an internal marketing staff or a lot of money to dedicate to business development. Don’t be scared to do the marketing yourself! Here are 5 tips to get your law firm’s marketing on track.

Legal Marketing: 5 things small law firms can do to attract new business

Limited marketing budget? These 5 tips can help small law firms go farther with new business.

There are many ways you can grow your firm if you don’t have an internal marketing staff or a lot of money to dedicate to business development. Don’t be scared to do the marketing yourself! Here are 5 tips to get your law firm’s marketing on track:

1. Marketing 101: First of all, make sure you know what you are trying to market and to whom. Are you targeting corporate counsel at large corporations, small entrepreneurial businesses or individuals for estate planning or residential real estate closings? Make sure you clearly define your target audience and then look at your marketing efforts through the eyes of your potential clients. What are the benefits to them?
2. Money, Money, Money. Don’t overprice, or underprice, your services. Do your research and see what competitive firms are charging and consider that when you price your services. Do you want to be the low cost leader for your niche and aim to take business from your competition because of your lower price point? Or do you want to be the firm that charges more but provides a level of service that justifies that pricing? Or maybe somewhere in between? Do your research and determine where your pricing will fall in the competitive landscape.
3. Advertising. Advertising can be expensive, so try to think of other creative ways to get the word out about your firm. Start writing a blog and get active on social media. You may even consider advertising on Facebook or LinkedIn, which is much less expensive than more traditional media. And since your Website is your most important marketing tool, make sure it up-to-date, accurately describes your practice and showcases your firm expertise.
4. Referrals. We all know that the best and easiest way to build a practice is through good referrals. Frankly, when other people recommend you to their friends and colleagues, it’s like having an unpaid sales team at your disposal. This is doubly important in the legal profession. People want to work with attorneys that come highly recommended and are trustworthy, so make sure you regularly connect with your clients, and don’t be shy about asking for referrals. It is the most powerful marketing tool available to you, so take advantage of it.
5. Brainstorming. I’ve given you a few ideas, but there are lots of other ways to market your firm inexpensively. Why not set aside some time for your entire firm to get involved and brainstorm about creative and inexpensive ways to market your services? Hold a breakfast briefing where everyone can contribute ideas, or even tack a half hour onto a staff meeting for this task. I’ve seen very creative ideas come from brainstorming sessions.

Combine all 5 of these marketing efforts, and you will soon be competing quite well with the larger firms down the street.

I’d love your input. What are some other inexpensive ways that your firm markets itself?

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Article Tags: Atlanta, law firm marketing services, law firms, legal marketing, new business, The Matte Pad, Tom Matte



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