Beyond the Press Release – Tips for Marketing a Small Law Firm
By NMC Account Executive Anna McDermott
Attorneys at small law firms often find themselves in a difficult position; how to market the firm in order to gain more clients while balancing their case load and the firm’s budget.
Oftentimes, small firms cannot afford to hire a public relations company to handle the marketing for them – they’d need more billable clients in order to add the extra expense to their overhead, so the marketing work falls onto the attorneys and their support staff.
Most law firms are competent with sending out a press release when there’s a new hire or a partner earns an accolade, but beyond that, they are at a loss.
Here are some marketing and public relations tips to help small law firms grow your business, build trust and connect with your clientele.
- Keep the Fish You’ve Already Caught
If your reputation as an excellent criminal attorney brought in a new client, that’s great, but once the case is resolved they may leave thinking your law firm is one that only handles criminal cases, not realizing that your firm also provides a wide range of legal expertise such as medical malpractice, family law and divorce or estate planning.
By creating a closing letter to send to all clients when their case is resolved, you are not only sending them a thank you note for their business but also letting them know of the other ways your firm could assist them in the future.
By drafting an editable closing letter that all the attorneys in your firm can use you will have an excellent marketing tool at the ready.
- Make Your Opinion Matter
Lawyers are nothing if not opinionated so when there is a national case that’s making headlines in your hometown, you may be able to easily write an op-ed (an article opposite the editorial page) for the local paper. Although you can’t give legal advice, you may be able to shine a light on issues surrounding the case that many people are confused by or argue against the stance of the editorial staff. This can help establish you as an expert in certain areas of law as well as help to get you and your firm’s name out there.
- Help Clients Connect With You
A quarterly or bi-annual e-newsletter emailed to your past and current clients provides the firm an opportunity to share news, changes to the law that may affect them and other marketing strategies as well. There are many affordable email marketing tools designed just for this. Newsletters are a great way to foster a connection with your clients by sharing news of the firm’s new partners or attorney’s awards as well as keeping your clientele up to date on any charity work or other good deeds the firm has done.
Attorney profiles can help personalize your team as well as help to illuminate the firm’s broad practice base. Make sure to add a link to past e-newsletters on your website so potential clients have a chance to get to know the firm better as well.
- Let the Public Sample Your Wares
Some areas of law, like estate planning, are not well understood by the general public and this can make it difficult to gain new clients. By offering a free or inexpensive workshop aimed at explaining why everyone can benefit from estate planning, you can attract new clients to the firm.
Advertising on your website, and in email signatures and local papers can make marketing the seminar inexpensive. Event space rentals often are less expensive during slow seasons or off hours — many places will provide services in trade, as well.
- Let Facebook or Twitter Help
Many law firms are now using social media to help educate and reach out to their clients. Start by following some other law firms and legal services on Twitter like @Lawyerscom to see how they share helpful info or company news.
You can link to online articles on social media platforms that you think your clients will find of interest or use. These tools are free and can be used effectively with only a few minutes a day.
- Become a Star!
Some attorneys have had great success (and fun) by hosting their own television show on local access. You can have a call-in show or have guests come on to discuss how recent cases will affect everyday people or what they learned from their own legal issues.
Like any marketing strategy, these tips will work best when used consistently over time. Make sure your website is up to date with links to Facebook or Twitter and there’s a sign-up for your e-newsletter. It can be hard to find time to market yourself, especially when you’re starting out, but that is when it’s critical that you build your clientele. By building trust with the public and prospective clients, you are laying the foundation for your success.