Best Advice for Attorney Marketers

Recently, we received a query from a business journal asking us for the best marketing advice for business owners.  It made us all think that marketing, and especially attorney marketing continues to be a bit of a mystery to people outside the field.  These days, you could find free advice all over the net.  Everyone’s an expert and everyone loves to dispense the same hackneyed advice that makes people scratch their head and say what does that mean?  To demystify it all for you, we’ve assembled some of our favorite attorney marketing techniques that are really as appropriate for any business.

Best Marketing Practices You Can Use Today

Whether you’re dispensing advice for attorney marketers or people in a variety of industries, you can gain a lot of insight from the following tools.

  • Don’t forget marketing is about people.  The first and last thing you should be thinking about is that you’re trying to market to people: imperfect, picky, quirky, discriminating people.  When you look at your marketing strategies do they take the human element into account? Or are you following a canned how to that you think will work the same across the board? Have you forgotten how diverse people can be? Whatever tools you employ, you need to optimize them for people like the ones you’re trying to attract.
  • You’re not marketing to the general public, but rather trying to seek the attention of a highly segmented audience. Let’s face it; you created your business with certain people in mind.  Do you practice real estate law? Then you wouldn’t want people with criminal cases coming in your door.  You need to narrow your focus and spend your time marketing to a very specific crowd.  You can certainly widen your reach, but the bulk of your efforts need to be spent trying to attract that narrow group.
  • Your content should be value driven and focused upon giving the consumer what they need.  If you’re taking the human element into account, then no doubt you’ve figured out what this audience needs and desires.  Are you trying to market mass torts to consumers? You’re not looking for everyone, but rather people injured by a specific product.  To do this, you need to get their attention and provide something of value to these consumers.  Often, this comes in the form of information, entertainment, or something tangible they can download and share. Take the time to think of how you can provide your clients with the most value and then give it to them.
  • Don’t pigeonhole yourself into only one marketing technique.  Too often, people think they can be successful by only pursuing one marketing method.  In the old days, you took out an advertisement in the phone book or placed an advertisement in the newspaper.  These days, the internet, tv, and radio have increased the reach of attorneys.  Clients now find their attorneys in multiple mediums and have largely abandoned the practice of looking up someone in the phone book. Try multiple marketing streams- the free, the paid, the online, the print, you name it! Find out where your clients hang out, who they listen to, what they watch, and then try to get noticed in this medium.
  • Remember to measure your return on investment.  Did your marketing campaign net you new clients? Were these clients and their cases worth what you spent? Did you increase traffic to your website, increase your firm’s visibility online? When measuring return on investment, things like traffic and visibility don’t always immediately translate back to dollars spent this past quarter.  But they are great indicators that your marketing campaign is a success.  It won’t happen overnight, so it’s important to keep at it and take stock of the things that worked for you and worked against you.

Keep At It!

Attorney marketing isn’t always intuitive.  Depending upon your practice and the consumers you’re looking to attract, you could find significant differences in your ability to easily reach clients.  The trick is to keep at it and to regularly take stock of your efforts.  Give yourself time to learn, to grow, and to fail as you figure out what works best for you.