Legal Marketing & PR

Marketing for Law Firms - Suggestions and Mistakes

By Tom Kane

It’s a good time, as we begin a new year, to consider some basics when addressing legal marketing.  I was asked this week by a freelance writer for CPAmerica International’s newsletter to respond to five questions for an article about “marketing for law firms.” Rather than present my answers in a lengthy post (which I really try to avoid – but don’t always succeed), I will present the 5 questions and answers in three posts in order to keep each short. First, I’ll take up some basic suggestions and the most common mistakes:

1.       “What concrete suggestions do you have for law firms concerning their marketing?”

• Plan (set goals and measurable objectives for firm/practice, identify targets, and specify action items to reach those targets);
• Budget;
• Implement the plan, by:

• Visiting key clients (firms will find that it is the most effectively concrete thing they can do to obtain more work),
• Getting to know the client’s business,
• Writing (articles, book, blog, column) and speaking to target audiences,
• Making friends in the media,
• Getting involved in organizations relating to target audiences, and network,
• Seeking feedback on the firm,
• Treating the client like a human being and partner,
• Don’t surprise the client – about anything,
• Returning clients calls ASAP, if not sooner,
• Developing a personal relationship (not just a business one) with clients – or finding clients that the firm wants to develop personal relationships with,
• Entertaining clients and referral sources,
• Referring potential customers/clients to others,
• Offering advice at no charge, and
• Suggesting fixed fees, whenever possible.

2.      “What are some of the common mistakes to avoid in legal marketing?”

• Failure to plan,
• Failure to implement plan, and
• Failure to get a professional to help the firm do both (since lawyers are not trained in the areas of marketing and business development – certainly not in law school).

Full post as published by Legal Marketing Blog on January 10, 2008 (boomark / email).