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Law Firm Marketing

“So what exactly do you do to market a law firm?”

People in law firm marketing hear this question all the time. Whoever’s asking usually continues with a helpful guess…


Well, certainly, it can be advertising, but put simply, marketing is different things to different firms, and it is a mix of activities that present a consistent look and feel of the firm to the public, serving to bring in business from new clients and reaffirm a current client’s decision to work with the firm. The mix can include:

  • Development of a brand identity: Design of a logo, website, printed and electronic materials
  • Events: Outreach to clients, potential clients and referral sources through substantive (educational seminars and roundtables) and social (networking and entertainment) events
  • PR Outreach: Maintaining a current media list and issuing regular press releases and firm updates, and pitching story ideas as needed where partners would be quoted (“New State Tax Law Has Big Implications on Property Owners in Area…”)
  • Advertising: Design and placement of advertising carrying that consistent branded look in all media, from major daily newspapers to the smallest of community and charitable advertisements

The mix depends upon the business development needs of the firm, the strengths of the rainmakers (some prefer public speaking while others are more comfortable as writers) budgetary guidelines, and the firm’s long-term goals.

Just as each firm is unique, so is the special strategy created for each firm.

Want to talk about how marketing can work for your law firm? Contact Jamie.

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