Success can be measured in a assortment of methods– accumulation of wealth, recognition by one’s peers, a way of life of luxury, and so on. When it comes to defining the success of a law firm marketing and advertising strategy, it can best be summed up like this: “The ability to locate and retain far more and much better clients”.
Over several years, the comprehensive study of successful advertising for lawyers has revealed ten proven principles upon which each and every firm should begin to construct its marketing and advertising platform:
1.Men and women: Who is your Ideal Target Market (ITM)? Who are your best and worst clients how considerably do you know about them? What makes your customers decide on you to work with? Without having a clear understanding of the folks you are targeting, your legal marketing and advertising efforts will be doomed.
two.Product: Which services do you provide? How do you describe your services to prospective customers? What does the client perceive they are purchasing from you?
3.Positioning: Know your competitors! Who are they? What makes you better or different than your competitors? What do you supply prospects that no one else can? If you don’t know who/what “you’re up against” legal advertising will be tough, to say the least.
four.Packaging: What does your law firm advertising image “say” about you and your firm? What type of image do you want to present to prospects? High end? Low cost? Impersonal and corporate? Friendly and individual?
five.Place: Where do prospects locate out about your firm? What techniques do you employ to discover new clients?
6.Price: No legal advertising can be productive without understanding the importance of pricing. How do you cost your services? What’s the competition charging? How can you convince prospects they’re obtaining “a lot more for their money” working with you? Where do your prices fall in terms of cost range? Are you the most expensive, the least expensive or somewhere in the middle? How can you earn top dollar and maintain much more clients?
7.Promotion: Are you marketing your services to the correct prospects? What legal advertising tactics do you make use of to weed out the very good clients from the bad? What sorts of folks are responding to your promotions?
8.Persuasion: Legal advertising needs persuasion often a good deal of persuasion. How do you convince “lookers” to turn into “buyers”? How considerably time and effort are you putting in to constructing lengthy-term relationships with customers? How do you go about relationship-creating?
9.Efficiency: Is your client turnover rate high? Why? Law firm advertising and referral sources simply can’t succeed without having client retention. How do you identify your greatest customers? What varieties of points are you performing to keep them happy? If you are not putting in the effort to maintain your useful customers, there are many other firms that will be waiting in the wings to take them away from you.
10.Program – Answering the very first nine questions will allow you to take the first steps toward creating an Action Program for profitable law firm marketing.
Following these ten principles of legal marketing will drastically boost your chance of success.