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Small Law Firm Marketing - Tips for Success

Today, there are over a million lawyers in the United States, with more graduating every year. Being a lawyer these days isn’t just about practicing law: it’s about being able to run a business in the face of stiff competition, and marketing is a vital part of that business. Major law firms with well-established names have the resources to survive even the toughest competition, but what about small ones? Is there such a thing as small law firm marketing?

Small law firms need a good marketing strategy even more than major ones: they’re the ones who need to make an impression in order to succeed. But how does small law firm marketing work? Small law firms rarely have enough personnel to have departments in the first place, let alone one dedicated to marketing. Some lawyers are even uncomfortable with the very idea of marketing: they think it cheapens the profession. Though this might have been true in the past, it’s a necessity of life now: as competition in the legal market grows, small law firm marketing is one of the only ways to survive.

Here are some small law firm marketing tips that can help your business thrive:

• Create a strategic plan. Before you dive headfirst into marketing, you should put some serious thought into your marketing plan. Set realistic goals: ask yourself where you want your law firm to go and how you plan to get there.
• Create a brand for your firm. Think of how you want people to think of your firm. If your firm specializes in a certain field, emphasize that in your brand. Put your brand on your letterheads, your website, and your TV commercials. Law firms who focus on their strengths are much more successful than those who try to cater to everyone.
• Define your target demographic. After you define your specialization, think about who your target clients are. If you specialize in divorce, how do you plan to reach potential clients who may need your help? TV and radio advertising are usually the way to go for specializations like these, since people who are likely to need your services form a major part of their audience.
• Advertise. Finally, decide how you’re going get the attention of your target demographic. TV and radio advertising can give you great results, but they can be very expensive. If you have only limited funds to work with, don’t worry: you can still find incredible deals on TV and radio advertising if you know where to look. Remnant advertising can help you put your firm in the public eye without breaking your budget.

To make sure that your advertising will get you the results you need, hire an advertising agency that specializes in both legal advertising and remnant advertising. Remnant advertising lets you save money on airtime, and some agencies will even produce your commercials for free if you buy airtime through them. Keep an eye out for deals like this - they just might be your law firm’s ticket to success!
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