It seems that every year there’s another “must do” law firm marketing activity to add to the list. A couple of years ago it was Facebook and more recently the need to regularly add new information and articles to your web site to boost search rankings. It’s hard to know which ones will stand the test of time and where to focus your marketing efforts.
Our top 5 law firm marketing actions for delivering maximum results with modest effort in 2013 are
1. Put together a calendar of your marketing activities
It doesn’t need to be too fancy. A simple table showing (1) newsletters and articles; (2) conferences and seminars and (3) client relationship building activities by month is all that’s required.
A calendar provides a roadmap for your marketing program, as well as ensuring you keep your marketing program balanced and your activity list achievable. Post your calendar somewhere visible and mark items off as you complete them.
2. Get everyone in the office involved
For most firms, the hardest part in preparing client newsletters, blogs and presentations is coming up with interesting topics, especially if you do them regularly.
Everyone in the office can play a vital role in generating ideas: from the receptionist who fields client enquiries; to junior staff tapping into their social networks; and Partners and senior staff who are regularly meeting with clients.
Keep a whiteboard in a central location and encourage all staff to contribute at least 1 idea each week relating to any industry your firm may service or advice you may provide.
3. Write once, distribute widely
Preparing educational material takes time so it makes sense to ensure everything you write is distributed through all the marketing avenues you have at your disposal.
If you write an article for example:
- Send it to your client newsletter list
- Email it to key clients with a personal note
- Do the same for referrers, industry bodies and any other contacts who might find it interesting
- Upload it to your website or blog page
- Post a link to the article as a LinkedIn status update
- Tweet it or post it to your Facebook page if you have one.
Attended a conference?
- Prepare a summary of what you found new and interesting at the event and distribute it to clients who didn’t attend
- Send it out as a client newsletter
- Send an email summarising the conference to colleagues who couldn’t attend
- Upload it to you web site
…Well, you get the picture.
4. Play to your strengths
Law firm marketing should be the responsibility of every member of the firm, not just Partners and Associates. While you may not ask your newest recruit to present to key clients, chances are if they are under 30 they’ll be comfortable online, so it makes sense to charge them with monitoring client and competitor sites and drafting new web site material.
Support and encourage team members who are active in business groups, sporting teams and other organisations to nurture the relationships they form within these groups.
5. Commit to a monthly marketing activity review
It takes strong willpower to find the motivation for law firm marketing when client files are competing for attention, so it’s usually helpful to have a monthly checkpoint meeting to provide some accountability. Ensure the person co-ordinating this meeting has sufficient authority to motivate all attendees to complete their planned activities.
If you need assistance with your law firm marketing in 2013, just give us a call. We’re always happy to help.
Written by Lara Elgey, Law Firm Marketing Consultant
Connect with Lara on Linkedin.