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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…“Advertising?”

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 and ongoing content management, and printed/electronic materials
  • Events: Outreach to clients, potential clients and referral sources through substantive (educational seminars and roundtables) and social (networking and entertainment) events
  • Public relations: Shaping public perception through strategic, crafted communications 
  • Electronic Outreach: Email marketing, and maintaining a rich, yet appropriate presence on social media 
  • Advertising: Marketing through paid, targeted channels to reach potential clients and referral sources
  • Analysis and tracking: Monitor the effectiveness of all of the above using website analytics and other tools to measure success and identify areas for improvement

The mix depends upon the business development needs of the firm, the strengths of the attorneys (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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