Effective Law Firm Marketing Tools For Small law Firms


Law Firm marketing



Is your law firm among the law firms that are struggling with marketing today because of lack of proper education and sensitization on the availability and existence of effective law firm marketing tools? Are you looking for great medium to start reaching out to potential clients out there without being promotional?It is time to stop thinking and asking many of these questions. Just re-adjust and let's see the answer right down here.

It is not in doubt that many small firms are experiencing drastic reduction in their client base because its staffs do not know the marketing tools that are available for  the discovery and satisfaction of their clients' need. Others who know these marketing tools are not using it because they are more keen to maintaining their professional outlook than indulging in marketing. So, large chunk of  budget of the latter firm are geared towards equipping their various law firms.

Before we continue.let's know what Law firm marketing is all about.

Law firm marketing is an integrated effort of any law firm to discover and satisfy client's need. It supersedes, as some lawyers believed, rendering services to clients in exchange for legal fees. It requires good planning and utilization of best marketing tools.

 Kinds of Law firm Marketing Tools

For proper and better understanding of this topic, I will categorize Law firm marketing tools into two. They are

 1)  Online Law Firm Marketing Tools 

Online law firm marketing tools are those marketing strategies that are executed online. They are means through which law firms reach out and interact with their clients without the latter coming to the firm for legal service. It includes
  • Law Firm Websites
Creating a law firm Website or blog and publishing relevant legal contents on a specialized area of law is one of the popular ways by which small law firms reach out to prospective and existing clients(depending on the area of practice of the firm). According to the report by findlaw U.S consumer legal Needs survey, 38% of people use the internet to find an attorney.

Existing Clients easily get updates of what is happening to their briefs in the law firm through the law firm's website. Also, potential clients, who are the engaged audience of the law firm's website, assess the performance of the law firm through its regular published contents.


  • Online Coaching
This is another effective law firm marketing tool which every small law firm should adopt. To be able to maximize the impact of these strategy, your law firm should make it a point of duty to be conducting online coaching for clients and engaged audience occasional( quarterly or yearly), it should be free for anyone who wants to participate.

Online coaching is one potent tool for reaching out to clients and the outside word, but it is often neglected. Most law firms, through an interactive online coaching, have been able to tackle some legal problems that are confronting their clients and the legal industry at large.

  • Video Production
Video production is an emerging law firm marketing tools that is quite unknown to so many small law firms. Since the inception and advancement of visual technology virtually everything which is  documented before is now  package in form of a video in youtube . 

Leaving some other pressing issues to make video tutorials for clients is usually a daunting task for some lawyers in some law firms. 

Today, there are various places online where anybody can make videos for free and if  your law firm utilize this medium to put up a video that will cover some recondite area of law without being promotional, and if the video is place in your firm's website or other (reliable places online) wherein your clients are encourage to visit the site and watch, it will be a great resource for your firm's client.


  • Leveraging Online Communities, Groups or Connections
Online communities, groups or connections are great marketing tool for lawyers. If a small law firms want to hear and know the opinion of their clients and other law firms, leveraging different online communities, groups or connections in the social media is the key.

Online legal community, group and connections in the social media allow members to make contributions on crucial legal topics that will impact into the life other members and as well as  the general public.

If You or any member of your law firm belongs to either of these groups and communities, you can raise a marketing project of the your law firm as topic in your group which will draw the attention of other members and contributors, and the comments of other group members can assist the firm to execute the project faster and easier.

2)   Offline Law Firm Marketing Tools

This is the commonest tool used by virtually all the law firms that have embraced marketing. while there have been some systematic adjustments in law firm marketing because of fear not to be too promotional, offline marketing have  remained a sure effective way small law firms interact with their client in there effort to render satisfactory services.   These Offline law firm marketing tools include:



  • Rendering Pro bono Services
Pro bono services are effective marketing tool that have been overlooked by many law firms because of lack of immediate financial attachments.


Handling cases on pro bono is one way your law firm can project its services to the domain of potential clients. Many big law firms uses it as a bait to attract the attention of people who most times turn out to be their great clients in future.

By participating in legal clinic programmes, small law firms can be able to educate people on the right way to get their legal problems resolve. 


  • Participating in Conferences And Legal Talk Shows
Bar conferences, legal talk shows are other effective law firm marketing tools for members of small law firms. It is usually a forum to connect with friends, clients and public at large. They are good forum, where lawyers in law firms communicate, network and exchange ideas with friends and colleagues and as well gain more information on how to handle critical legal issues.

Participants in these conference usually came with fresh ideas to tackle some of challenges of lawyers and law firms. Members of small law firms can strategically market their law firm either by delivering lectures or given out brochures.

  • Writing And Giving Away Books And 
You can, with marketing intention, write a book that addresses one vital legal topic that is prevalent in the state. Your Law firm can sponsor the publication of the book and when the book is publish, they can go further to give it out to its' clients, friends, interested members of the public and by so doing draw the attention of their readers to the services they render.

How Effective Law Firm Marketing Can Improve Services of Your Law Firm

Most small law firms are experiencing great depreciation in their client base and the reasons for this is not far-fetched. This shortfall could be as a result of lack of marketing plans or poor execution of an existing marketing plans.

There is no doubt that effective law firm marketing gives any law firm good reputations. Good 
Reputation is what separates a law firm from the pack and lures potential client into throwing their cats into the ring.

Effective and strategic marketing will earn your law firm clients' confidence and you know that confidence is vital in every relationship including client -- attorney relationship.

Through effective law firm marketing, many big law firms have increase their client's base. They are now branching out into other specialized areas of legal practice.
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Prominent Law Firms With Improved Service Delivery And Marketing Exploits


1)  David S. Egan of  Reed Smith LLp, a leading international law firm that represent leading international business from fortune 100 Corporations to Mid-market and emerging enterprises, has this to say about Reed Smith law firm,
                "Our law firm studied how clients access biographical data, how they
                 connect to our site, and how they navigate for links to other informations'"
Their benefit is that their lawyers practicing in various branches of law know their clients needs inside and out.

2)  Adam L. Stock, director marketing and business development, Allen Matkins , who use videos when marketing attorney services said,
         

           "The ability to continually fine-tune and improve a video marketing program is one of the most exciting aspect of this new medium, and any firm with access to technical know how, creativity and time can make it work for them."


He went further to affirm "The good news is that, if you spend your dollar wisely, you can use videos to compete with large firms with bigger marketing budgets."

Indeed, law firm marketing is important to every law firm especially small ones who are looking for means to grow their law practice. If  you a staff of any of these small law firms, I believe by reading this post, you are now well informed about the effective law firm marketing tools. You could help in passing this good message on by sharing this post to any of your social media group.