I was recently interviewed by a popular financial publication regarding my thoughts on marketing and law firms. You can find the full interview over at The CFA website (link below). Here are excerpts from our interview:
What Is Law Firm Marketing & Why Should Lawyers Care?
The distinction between law firm marketing and legal marketing is often blurred. However, I believe there is a clear distinction. For me, law firm marketing is the process of generating interest among prospective clients in your services. It is about marketing your law firm to the general public. With legal marketing, you are targeting specific groups of people (e.g., judges and other court personnel) and pitching your services to them. To me, the former is mostly about advertising and the latter is more about building relationships.
What Is The Best Way To Market A Law Firm?
The best way to market a law firm is by using multiple channels and modes of communication. It is about being accessible to as many people as possible. If you want to be seen by as many people as possible, you have to be involved in as many communities. One of the best ways to do this is through social media channels.
You should have a presence on all the major social media channels (e.g., Twitter, Facebook, LinkedIn, etc.). These are the channels that your target audience uses on a daily basis. Post regularly on these channels. If you want to be seen as a thought leader in your industry, establish yourself as an expert in your niche and create articles (e.g., blog posts) to spread your expertise. The more you engage with your audience, the more likely they are to engage with you.
What Is The Difference Between Branding And Marketing?
Brand management is essentially creating and nurturing a brand identity. The goal is to establish a connection with and loyalty from customers for your product or service. Your brand should be easy to identify with, reflect quality, and enable you to stand out in a crowded marketplace.
Branding is all about association. When a customer thinks of your brand, they should automatically think of your product. In other words, your brand should be instantly recognizable as associated with your product. Most companies focus too much on branding and not enough on marketing. Branding is important, but you must always strive to improve your marketing efforts to drive more business to your law firm.
Do All Lawyers Need To Care About Marketing?
Anyone can become a lawyer, but not everyone should bother with marketing. If you believe you have what it takes to be a successful lawyer, then by all means, go for it. But if you want to focus on being a good lawyer first and a marketer second, then I suggest you put marketing on the back burner for now.
The truth is there are a lot of good lawyers out there who don’t bother with marketing. They focus on doing good work and protecting their clients’ interests. When these lawyers get recruited by big firms, they usually get a bonus because employers know they will bring in a good deal of business. Marketing can be a difficult and time-consuming process, especially without the proper training. But if you look at the big firms and their websites, you will notice there is always some form of marketing involved.
If you are interested in law firm marketing, then I suggest you get some training. There are plenty of excellent resources online for marketing and branding. You can start by reviewing the legal industry’s most popular marketing blogs.
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