Law Firms Should Look to Marketers as Rainmakers
Small and medium-sized law firms across the country are faced with the proverbial question: which comes first, the chicken or the egg? In the case of marketing, many companies are learning that marketing must come before customer acquisition and it is key to invest in quality marketing. The competition between lawyers and law firms is too severe to view marketing as a luxury.
Small and medium law firms should invest in marketing and see their marketing firm as their main rainmaker. The right marketing firm will attract customers to a business through a multifaceted approach.
Marketing for law firms should include: internet marketing, local marketing including advertisements, networking, seminars, and public relations among other forms of marketing. With a marketing firm focused on their area of expertise and attorneys focusing on their area or areas of expertise, success is much easier.
Internet marketing for lawyers is vital. Many small and medium sized law firms are realizing that they don’t need websites with all the bells and whistles. A clean and professional website that is seen by your target audience is much more effective than a state of the art website that is not seen by anyone. The best marketing firms have law firms that spend less on website development and more on internet marketing.
Internet marketing is much more than search engine optimization and pay per click campaigns. Top marketing firms are also working with clients on webinars, optimized press releases, podcasts, social media, and more.
In addition to a comprehensive Internet marketing campaign, marketing firms use an integrated approach that focuses on branding and targeting specific markets and populations. While lawyers focus on practicing law, marketing firms are investigating local opportunities to bring clients to the firm, from local advertisements in church publications and bulletins, to opportunities to be interviewed on the latest legal news.
Streamlined press releases and ezine articles are a great way for lawyers to showcase their expertise in a particular area, while the marketing firm stays on top of what the law firm can and cannot say. (For example, few marketing firms know not to use the term “expert” to refer to lawyers in most practice areas.)
The best marketing companies, whether local or not, can also plan and execute highly effective seminars and social events to expand the company’s customer base. The key is for the marketing firm to maximize the law firm’s return on investment—the measure of a truly great rainmaker.
The highly competitive legal industry requires companies to invest in high-quality marketing that is specialized, diverse, and integrated. Leading marketing firms are offering this unique approach to small and midsize law firms across the country.