Lawyer's Week of Marketing
“Our phones aren’t ringing as much,” said Lance. “And our website isn’t getting as many hits. We need to step up our marketing.”
Linda agrees. They decide to use a week of activities to jump-start their marketing, network with other lawyers and to re-establish authority in their area of expertise, elder law.
Can five days of short marketing steps make a difference?
Yes, five days of short business development can help you bring in new clients and remind you to make marketing a vital and on-going part of your business. Try the following activities, one for each day:
Monday: Write a thank-you note to the last person to send you a referral. No matter whether the referral did or didn’t have a legal problem that could lead to work for you. You’re thanking your contact for thinking of you. And, a hand-written thank-you note stands out in a sea of e-mail.
Tuesday: Write the first of your two blog posts for the month. Be sure it offers information that potential readers can use such as a change in the law or an update on a recent court case. Don’t post it yet--let it rest for 24 hours before you publish it to your blog site. And, when you post it, remember to include a link to your profile on the SBM Member Directory and to your website.
Wednesday: Find your holiday card list and check it to be sure it’s accurate. Then think about sending a card during the year for a holiday you enjoy or a day relevant to your practice. If you’re an elder law lawyer, perhaps a date from the history of Social Security would be a good choice or if you have clients in the car business, maybe July 30th, Henry Ford’s birthday, would be an interesting day to celebrate. Sending cards during the year will separate your card from the many greetings clients receive during the holidays. Make a note of the date on your calendar.
Review, edit and post your blog from Tuesday.
Thursday: Sit back with your favorite beverage and think about your perfect client. Where would you go to meet that person? Using the Internet, search for organizations in your area where you could connect with your intended client. Don’t forget your local bar association where you can meet lawyers who don’t want to represent the clients you do. Those lawyers can be a good referral source for you and you can reciprocate by suggesting them to your clients when appropriate. Make a list and decide how to get involved.
Friday: Meet a client or potential referral source for coffee or lunch. When you return to your office, make a note of what was discussed. Review your activities for the week to determine which were effective and should be repeated.
Business development or marketing is vital to your practice. A week of activities is a good place to start, pick the ideas you can do and simply do them. The more business development activities you do and the more consistent you are doing them, the more clients and revenue you’ll bring in and the faster your practice will grow.
First published in State Bar of Michigan e-journal, Nov. 2015