In our seven GhostMarketer Series articles so far we’ve discussed the necessity of marketing your firm, and how to go about it practically.
Let’s turn now to the marketing mistakes most often made by lawyers – and how to avoid them.
Not marketing your firm
This classic mistake is perhaps less common now than it was ten years ago, but as competition increases and becomes fiercer, it just doesn’t make sense to think you can prosper unless you find a way to remain top-of-mind with both existing clients and prospective new ones.
But even worse than not marketing is brand-damaging bad marketing, which brings us to …..
Doing it all yourself
We’ve all seen them – those awful newsletters, websites and logos that look as though the senior partner’s youngest and least competent child has put them together as a class project. Consider also the phenomenon of the “disappearing newsletter”, where the first few issues of a newsletter go off regular as clockwork but then gradually tail off and finally disappear altogether as the partners get tired of sacrificing billable time (or working evenings and weekends) to write them.
First prize certainly is to do everything in-house, but only if you have the necessary skills and if it makes commercial sense for your professionals to sacrifice the many hours needed to produce high-quality articles. Otherwise outsource it.
Choosing the wrong outsource partner
Make sure your outsource partners can live up to their promises by checking their track record –
New clients in the Internet Age either find attorneys when they need them on the Internet or at the very least will research you online before initiating contact. Make sure your website and Social Media pages are all mobile friendly.
Watch out for -
Who are your best clients? Where do they come from? That’s your target market; focus all your marketing efforts on contacting and communicating with it. “Spray-and-pray” advertising may work for some firms, but for most it’s a waste of time and money. Make sure that every cent you spend on marketing gets you in front of the very people you want more work from – your target market.
Legalese and other cardinal sins
So how are you going to grab your target market’s attention – and hold it – in our Information Age with its reduced attention spans?
Not using GhostMarketer
GhostMarketer comes free with GhostConvey and you should use it to the full – see Are you using GhostMarketer yet? for more.
More articles in the GhostMarketer series by LawDotNews -
Article 1: Are you using GhostMarketer yet?
Article 2: Six reasons to market your firm
Article 3: Targeted Marketing: Choosing your tools
Article 4: Shoestring Marketing
Article 5: GhostMarketer - Getting started
Article 6: Client Newsletter - A practical guide
Article 7: Branding: The basics
Article 9: The proof of the pudding
Jack Crook, Director at DotNews is well known to law firms as the author of LawDotNews since 2005. Jack’s legal qualifications (LLB Lond and LLB Rhod) are supplemented by many years of practical experience in law, in marketing his own firm, and in helping other small and medium sized professional firms to prosper by using simple, low-cost, effective marketing strategies.