No matter what your law firm specializes in, you and your venture are only going to experience success when you have clients contacting your office and coming through the door for help. Advertising can feel like a black hole in the industry of legal representation, especially when times are slow. Chances are, your day to day mindset could set your firm back from its full potential. The law firm industry is extremely large and involves a lot of players. Here are some tips to help you get your head straight when the industry sends your mind into a spiraling vortex.
In a country designed on the principles of supply and demand, providing satisfying and reliable help to clients who demand it is probably one of the enjoyable and noble reasons you got into the industry in the first place. In reality though, those clients who have a need for legal representation, can find the reliable law firm they are looking for literally anywhere they look. No matter who you are, who you know, or how powerful you become, you are likely to never change this reality. So instead of focusing on how you’re going to take over and reinvent the way law firms advertise, you need to focus on finding your niche in law firm advertising through efficiency. This mind set won’t bring clients through the door, but when you become doubtful throughout the year during tough times, this is a good starting point to focus your thoughts on and stay positive.
As the owner of a law firm that needs a little spark in the marketing department, you need to pay less attention to the competition in the market and start focusing on the efficiency of your firm. Essentially you should just examine all of the parts of your marketing plan and “grease” the engine. An internal audit of your marketing strategy performed by you and your team of managers can expose some hidden deficiencies as well as reveal some unexpected winning ideas that you were unaware of. Even if you are not an expert in marketing, you may be surprised at what you may discover. When doing the audit of your firm, make a list of things that seem to be working very well, and things that are not working as favorably. Remember, in business it is always more favorable to do one thing very well, than to do many things mediocre. Business owners many times fall into the marketing trap of trying to do everything they possibly can without ever truly figuring out what is really working for them. And think about all the time and money lost on the things that were never actually working. There are few things as valuable as an efficient and successful marketing plan.
Law firm marketing can be a struggle, but with the right help and tools, your law firm can continue to grow.