In these days of the pandemic, many lawyers are finding their workload reduced significantly. Many law firms are moving to online platforms where they can keep the public informed about legal matters while limiting the number of face-to-face interactions between lawyers and their clients. Although the public legal sector is adapting quickly to online marketing platforms, the unchartered territory of being a solo practitioner means finding a new way to drum up business.
Adjust Your Thinking
Being a solo practitioner means you’re responsible for generating your own revenue. It doesn’t matter if you’re a big law firm or a small one; you’re in the same position. You have to get creative and find new ways to market your practice.
You’re not going to use the same tactics to market your practice that your competitors are using. You’re going to have to find your own way, utilizing the resources that are available to you.
If you’re a solo practitioner, you’re in charge of marketing yourself and your practice. That means you’re in charge of building your own website, developing social media strategies, and getting the word out about your practice. You don’t have a web marketing agency to rely on; you have to learn how to do this yourself.
There are many different methods you can use to market your legal practice online. Some lawyers will create articles for online publication that discuss current legal topics or developments in the legal field. There are many benefits to this approach, not the least of which is that you’re able to target certain audiences. You can use platforms like Medium to find and connect with people that share your interests. Alternatively, you can hire freelance writers to create content for your web site, social media, or both.
If you’re a creative person who likes to come up with new ideas for marketing campaigns, you’re going to enjoy this aspect of being a solo practitioner. Just like any other facet of your legal career, you have to be willing to put in the time to learn new things and develop new skills. Creativity is a necessary evil in marketing any product or service, and being a solo practitioner means you have to be creative in the way you approach marketing your practice. If you’re not feeling creative, get out there and brainstorm with a colleague or two; you may come up with some innovative ideas that will help you to grow your practice.
Don’t Forget About Offline Marketing
Even though many lawyers are moving to online platforms to market themselves, this doesn’t mean that offline marketing is a thing of the past. In fact, many solos are realizing the importance of continuing to market themselves offline. Just because you have a website and social media accounts doesn’t mean you have to limit yourself to online marketing. Do what you can to raise your profile within your local community and make sure your contact details are easily found and remembered. This means getting out there and meeting people in person, whether it’s a potential client or just someone you know in the community. Be sure to follow up with them after the initial contact to keep the conversation going and to stay top-of-mind.
Marketing Is A Process
Just because you’ve decided to market your legal practice online doesn’t mean it’s going to be easy. It takes time and effort to learn the ropes and create the strategies you’ll need to be able to succeed. Just like anything else in life, you’re going to have to put in the work to learn how to market your practice effectively. Don’t be discouraged if the process isn’t going smoothly; you’re only at the beginning. Persevere and you’ll soon see the benefits of your efforts.
Marketing your legal practice is challenging. You have to be strategic about how you approach marketing and use various platforms and methods to reach your target audience. Like any other marketing strategy, you have to experiment and evolve with the times to find the least costly and most effective way to reach your audience.