Many law firms expect that their good name and physical positioning are enough to generate new clients. Others rely on their years in the legal profession or academic qualifications to attract clients.
Neither is necessarily true.
Marketing is a necessity in today’s marketplace. Geographic boundaries, once a fortress, have been smashed by online opportunities. Law Firms in regional areas can more comfortably and confidently work with city clients. That was unheard of a decade ago.
Competing forces are coming for your clients. Conveyancers now owe a big slice of the conveyancing market. Clients shun lawyers in favour of conveyancers. Why? Is price the only factor? No!
It’s because marketing fails to position lawyers as the professional advisor they must desperately seek out.
Marketing is the ‘know me, like me, trust me’ process by which you consciously or subconsciously attract clients. Most law firms rely on a one-dimension website banner to attract clients and have yet to develop much past the time only fifteen years ago when your position in the Yellow pages determined the number of phone calls you received. The sad reality for many law firms is ‘Not happy Jan’.
Marketing is dynamic. It needs constant care, attention and the right environment to grow. In many ways, you should market like a farmer farms. Plans translate into action with measurable results.
Smaller firms with younger partners are stealing clients, and you need to do more about it. As your older clients retire and sadly pass away, your business is also shrinking, one client at a time. Many lawyers are still busy are won’t notice the change until it’s too late.
You can make a difference today. The key to marketing is understanding your client’s journey. Incremental improvements can create a new experience for clients. One they rave about to their friends, stimulating referrals that grow your bottom line profits.
What to know more?