There is not a “one-size-fits-all” strategy to marketing. It is important to customize your marketing strategy for your industry and audience, especially when it comes to the legal industry. Marketing is a constantly changing practice and lawyers are faced with the additional complexities of complying with ethical legal marketing guidelines.
To grow your firm, your marketing strategy must be backed by clear goals and an operational structure that measures what is working and what is not working. The first step to achieving this is making sure there is alignment between all partners at your firm. For many lawyers, marketing is often dealt with sporadically and decisions are made quickly without any kind of strategy.
Successful marketing is challenging in just about any industry, but the legal industry especially is faced with the additional burden of continuously evolving state bar rules and ethics decisions. Understanding the complexities involved in legal marketing can bring tremendous growth opportunities to your firm.
It doesn’t make sense to throw down with your legal partner over whether or not to make your law firm more money.
Law firm marketing is an umbrella term that encompasses a whole bunch of actions. It’s important to note that the “run-of-the-mill” marketing activities that work for any old business aren’t necessarily going to be the best fit for law firms, however. What’s more, some law firm marketing activities are going to be more worthwhile than others depending on your immediate goals.
“Keeping it local” may be a good slogan for grocery stores, but for law firm marketing? Not likely.
I really wish there was a single, golden marketing strategy that worked for any law firm. But the fact is, you have to be picky if you want the best results. Law firms in different regions, in different fields of practice, and who are operated by one partner versus two or more - they all require a different approach to marketing. No two firms are going to present the same.