10 Tips for Lower-Cost Law Firm Marketing
By Jessica Sharp
The Legal Intelligencer
Last year was a tough year for most industries, and especially hard hit were law firms. Associate pay cuts, restructuring of billable hours, cancellation of summer internships and the crumble of some major firms; it’s no wonder marketing is also seeing significant cuts. But it’s not all doom and gloom. Here’s the silver lining — now may be the best time yet to get out there and market your firm. And possibly even better news — it doesn’t have to cost an arm and a leg (or rather an associate and an end-of-year bonus). Here are 10 marketing tips that you can start using now that won’t break the bank.
1. Keep attorney bios fresh.
Frequently update attorney bios with links to recently published articles, quotes in the media, speaking engagements, panel participation and CLE courses. Keeping bios up-to-date not only keeps them from getting stale, but also gives additional credibility for anyone doing their own research online. In addition, including as many links as possible makes an information-rich and easy-to-use Web page.
2. Record and post.
Videos on law firm Web sites not only increase search engine optimization, or SEO, but also provide an additional, three-dimensional perspective of the firm and its attorneys. More than a stiff headshot, video conveys personality and expertise. In addition, more and more media outlets are requesting to see video clips of attorneys before agreeing to an interview. By posting video to your firm’s Web site, you’re better positioning the firm’s attorneys for speaking and media opportunities, not to mention bumping up your Google rating.
3. Make your firm’s marketing materials downloadable.
Including a link to download the firm’s marketing materials on every page of the Web site is just one more way to put your message at the fingertips of those who may benefit. Rather than having to dig around for print copies, pulling up the Web site and downloading a PDF takes less time, less money and less stress (not to mention fewer trees). In addition, it drives increased traffic to your Web site.
4. Create an online newsroom.
More than just recent press releases, an online newsroom should include links or PDFs of recent media coverage, CLE course announcements, recently published articles and anything else that may be of interest to clients or potential clients. An information-rich newsroom may be the most useful page on your firm’s Web site when it comes to new business development.
5. Make your marketing virtual.
There are so many ways to make the leap from traditional marketing to Web 2.0 and most cost little to nothing. Every attorney should have a LinkedIn page that includes links to the firm’s Web site, links to recent media coverage as well as links to the firm’s newsroom. Post video of attorney presentations, panel discussions or remarks on YouTube and link to it from the firm’s Web site. E-blast clients, potential clients and anyone else who may care with client wins, firm news and links to recent media coverage. Add a “tweet this” button to all firm news online and let your clients, friends and family do your marketing for you.
6. Blog.
If you’ve got something to say, and most attorneys do, blog about it. A blog doesn’t have to be filled with original thought or groundbreaking opinions, it simply needs to be interesting and, if possible, entertaining. Personal thoughts about recent legislation, comments on a hot news story, kudos on a job well done — as long as a blog is regularly updated, it can contain any number of things and can often serve as a great marketing tool for individual attorneys.
7. Align marketing and business goals.
It’s vital that the goals of the marketing department and the overall business goals of the firm are aligned. Marketing and business development should always work together to create cohesive and consistent messaging for the firm. Together, marketing and business development should think holistically and only then can they part ways to execute specific tactics.
8. Monitor your reputation online.
The proliferation of social media has provided an online focus group for anyone who knows where to look. Regularly peruse areas on social media sites that commonly comment on the law and specific firms. Look at engagement levels on blogs, Twitter feeds and Facebook pages and read comments posted to online articles. These often provide more insight than information in the article itself. Add a survey to your Web site or blog or poll your Twitter followers. Utilize LinkedIn Answers to ask a question and get feedback. All of this will help you to keep a finger on the pulse of what’s happening in the industry as well as within your own firm.
9. Ask “why is this important” first.
Before sitting down to write a press release on a recent client win or partner promotion, ask yourself, “Why should the media care?” Sure, it’s great news for the firm, your client or the new partner, but what’s really the news? To make it relevant to a larger audience, including the media, figure out what the compelling story is. Perhaps it’s part of a larger trend, or maybe it marks an important milestone for the firm; whatever it is, figure out why anyone would care to read it before you start writing.
10. You still can’t beat face-to-face.
E-mail, instant messaging, Web sites, YouTube, Twitter, Facebook — there are so many ways to communicate with clients in an instant that we often forget the original form of communication: in person. Make time for more face-to-face meetings and you’ll find a connection that’s not possible with technology. It may be just the boost your client-attorney relationship needs.
So, if you look for it, you can find the silver lining around these harsh economic conditions. Most of these tips cost next to nothing, yet the benefits can be priceless. Resolve this year to bring marketing to the forefront and watch business grow.
Jessica Sharp is the co-founder and principal of Maven Communications, a full-service, strategic communications firm located in Center City that specializes in strategic planning, crisis communications, traditional and social media relations, message management and expert positioning for clients in a range of industries including professional services and law.
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