Small Law Firm Marketing: How to Market a Small Law Firm for Less than $500
Small Law Firm Marketing: How to Market a Small Law Firm for Less than $500
The reality is that money is not a big problem when it comes to small law firm marketing. You can bootstrap a law business exactly the same way an entrepreneur bootstraps any other start-up.
Here is a starter list of things that you can do today (and over the next six months) to jump-start your solo law practice.
5 Ways to Market Your Small Law Firm & Attract New Clients with Little Time, Effort and Money
1. Focus on Your Natural Network First
Each of us has a network of people we know, like, and trust (to varying degrees). Leverage this network to the hilt. Call everyone—your friends, relatives, and business associates—past and present. Let them know that you are on your own and explain to them the value you provide.
The purpose of these calls is not just to get business in your specialty area; it is also to convince them to come to you first with any legal work. If you cannot handle the work, you can refer them to another attorney, who will (hopefully) return the favor with a referral to you in the near future.
2. Seize All Opportunities for Free Media with a News Hook
Every day, there are news items in the newspaper and on television and radio that fall into your area of expertise. Your local newspaper editor is always looking for expert commentary on these topics. A news story without a quote is not a true news story.
Fax and mail a press release every month to the local editors and reporters who cover relevant stories. Include a business card or two with your full contact information—including your home and mobile telephone numbers.
3. Write, Write, and Write Even More
One good way to get in front of your target market is to write and pitch articles to trade magazines that target your niche. Trade magazines are always looking for good content, and they include a byline with your name and contact information. This will not produce immediate results, but it will have a cumulative effect if prospective clients keep seeing your name and information.
You could also write and submit articles online. Remember, you want to be found online and offline.
4. Speak for Free
There are hundreds of trade associations in every market niche. Almost all of them have an annual event (some have events more frequently). Put together a good press kit and send it, along with a letter offering to speak at their next event, to the event coordinators.
Although some of these groups will pay you a small fee, the value is in obtaining the contact information of the attendees. Segment this list into people who attended the event and people who did not attend (they generally have a list of people who register but don't show up). Organize a mailing to the folks who attended and offer them the slides from your presentation (or a summary of your speech). Once they respond, subscribe them to your e-mail newsletter.
5. Conduct Sponsored Education Events
Educational events always lead to new client generation. The challenging part of these events is getting enough people in the room to make it pay off. A good strategy for leveraging your expertise in front of as many people as possible is to partner with another business that is targeting the same audience.
Many times an established business in town will be happy to host, promote, and cater the event. They want the chance to get all of the decision-makers in a room at the same time, and you will be their "hook." Setting up such an event takes a good deal of networking and relationship building, but it is well worth it.
Marketing a small law firm or solo practice doesn't have to be financially daunting. A little creativity, a lot of sweat equity, and a small investment will go a long way toward landing your first few clients.
Follow this advice and you will successfully market your small law firm for less than $500. And, you will attract new clients with little time and effort.
Small Law Firm Marketing How to Market a Small Law Firm for Less than $500 - To learn more about this author, visit Dave Lorenzo's Website.
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Whenever a client walks into my office to discuss marketing for his small law firm, the conversation invariably starts with: "I don't have enough money," or "Where can I get the money to market my services?"
The reality is that money is not a big problem when it comes to small law firm marketing. You can bootstrap a law business exactly the same way an entrepreneur bootstraps any other start-up.
Here is a starter list of things that you can do today (and over the next six months) to jump-start your solo law practice.
5 Ways to Market Your Small Law Firm & Attract New Clients with Little Time, Effort and Money
1. Focus on Your Natural Network First
Each of us has a network of people we know, like, and trust (to varying degrees). Leverage this network to the hilt. Call everyone—your friends, relatives, and business associates—past and present. Let them know that you are on your own and explain to them the value you provide.
The purpose of these calls is not just to get business in your specialty area; it is also to convince them to come to you first with any legal work. If you cannot handle the work, you can refer them to another attorney, who will (hopefully) return the favor with a referral to you in the near future.
2. Seize All Opportunities for Free Media with a News Hook
Every day, there are news items in the newspaper and on television and radio that fall into your area of expertise. Your local newspaper editor is always looking for expert commentary on these topics. A news story without a quote is not a true news story.
Fax and mail a press release every month to the local editors and reporters who cover relevant stories. Include a business card or two with your full contact information—including your home and mobile telephone numbers.
3. Write, Write, and Write Even More
One good way to get in front of your target market is to write and pitch articles to trade magazines that target your niche. Trade magazines are always looking for good content, and they include a byline with your name and contact information. This will not produce immediate results, but it will have a cumulative effect if prospective clients keep seeing your name and information.
You could also write and submit articles online. Remember, you want to be found online and offline.
4. Speak for Free
There are hundreds of trade associations in every market niche. Almost all of them have an annual event (some have events more frequently). Put together a good press kit and send it, along with a letter offering to speak at their next event, to the event coordinators.
Although some of these groups will pay you a small fee, the value is in obtaining the contact information of the attendees. Segment this list into people who attended the event and people who did not attend (they generally have a list of people who register but don't show up). Organize a mailing to the folks who attended and offer them the slides from your presentation (or a summary of your speech). Once they respond, subscribe them to your e-mail newsletter.
5. Conduct Sponsored Education Events
Educational events always lead to new client generation. The challenging part of these events is getting enough people in the room to make it pay off. A good strategy for leveraging your expertise in front of as many people as possible is to partner with another business that is targeting the same audience.
Many times an established business in town will be happy to host, promote, and cater the event. They want the chance to get all of the decision-makers in a room at the same time, and you will be their "hook." Setting up such an event takes a good deal of networking and relationship building, but it is well worth it.
Marketing a small law firm or solo practice doesn't have to be financially daunting. A little creativity, a lot of sweat equity, and a small investment will go a long way toward landing your first few clients.
Follow this advice and you will successfully market your small law firm for less than $500. And, you will attract new clients with little time and effort.
Small Law Firm Marketing How to Market a Small Law Firm for Less than $500 - To learn more about this author, visit Dave Lorenzo's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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