What's Your Attorney Marketing Strategy?

You may already have some strategies regarding the services you render to your clients if you already have an active legal practice. In an upcoming trial, you already have a strategic "map" of sorts regarding the tactical moves and the legal tricks and maneuvers you will be pulling to win the case. It is no different when you are simply working out a deal on behalf of your client; you would find ways and means so the tide will turn in your client's favor and the results will be to their liking.

Whatever service you are rendering, all the things you do to serve your client's interests is guided by an overall strategy to get you where you want you and your client to be.

So why should you have a different approach to your attorney marketing strategy?

I was being rhetorical; of course it shouldn't be any different. In marketing, it is important to have a strategy and stick to it. Strategies can change, but so long as they're in place, they inform all of the actions that you take in order to make that strategy a reality. Let us look closer:

Have focus - There must be a point of focus or a focal point in your marketing strategy. Your target should be clearly distinguished, not just anybody who is in need of legal services. Your target should be a particular group or subset of people facing a common exact legal concern or issue. Every bit of your marketing should then be focused on those people. The more narrowly you define potential clients, the more actual clients you'll get (and vice versa).

Be Diligent - Don't get me wrong; I'm not saying you should stick to a marketing strategy even when it is clearly going downhill and losing you money. You should always set aside time to assess and revise your marketing. Your strategy should always be attentively monitored and followed through. Most marketing fails just because it was never fully implemented, rather than because the strategy was bunk.

Learn - Many attorneys have the notion that their education and profession automatically makes them experts in marketing. Sadly, that's not how things go. Unless you have an expert marketer on your particular focus market working with your or under you, you would have to stay on your toes and revise your strategy accordingly. In this process, you will realize that for every single thing that works, you would encounter 5 to 10 that don't. It could be quite a lengthy process, but what you need the most is determination and effort.

Marketing is not for the faint of heart, and getting clients as an attorney is never as simple or straight-forward as you might like. However, the bar is actually set pretty low, so if you know what you're doing, and if you're persistent, your attorney marketing can easily and quickly become very successful and very effective.

The key is to actually get going and stick to a plan. You can develop your own plan - you don't need to have experience to make one - or you can ask for help from others. You can ask other attorneys for their assistance, or you can seek out the services of a marketing firm. In any case, there is a need for a plan that you can follow through until such time that you know which one works and which one doesn't.