We have been working with start-up law firms for over a decade. We know a vast majority who are starting out do not have the money to invest in their law firm. We’ve created a few marketing tactics you can make use of that will not blow your small marketing budget. Here are some marketing tips for small businesses working on a small budget.
1-Market Your Law Firm With Content
It is neglectful to not mention the importance of good content. If you can make it yourself, all the better (doesn’t free sound better?). Even if writing is not your strong point, you should not have too much trouble getting somebody on your team to crank out some articles for your blog. These blogs should be informative and designed to answer questions that potential new clients will be asking. Try the top ten lists, tip collections, good practices for law firms.
2-Make Instructional Videos
Video content is valuable and even more valuable if you are willing to give free information and teach people what they want to know. Not only is it helpful for your audience, but it builds rapport and virtual trust. Teach someone something.
3-Get Ad Promo Credits
While massive ad campaigns can be out of your budget, frequent discounts and coupons floating about for paid Facebook ads and Google ads. Few web hosting services provide advertising discount codes as part of their membership offerings. Check and see if yours does.
Reddit, a bare-bones social network self-titled as the front page of the internet, maybe powerful equipment when used strategically. Reddit is composed of a tech-savvy audience that bristles at any obvious marketing tactics. To win at Reddit, share only really good content, and post only to extreme niches. In Reddit, there’re subcategories (called subreddits) that deal with few of the narrowest, most particular interests in existence. There is a subreddit for lockpicking, a subreddit for unicycles and there is even a subreddit for admiring lovely handwriting. (And of course, there is one for SEO.) Find your niche and dominate.
5-Be a Savvy Social Networker
Make business accounts and participate in huge social media sites. LinkedIn, Facebook, Google+, Twitter, Pinterest….and Instagram. Also, check out this list of simple Facebook marketing ideas for any kind of business.
6-Craft an Elevator Pitch
You should be marketing all the time, wherever you are. Therefore, you need a compelling elevator pitch. Research shows the average attention span of an adult is about 6-8 seconds. That is all the time you’ve to grab someone’s attention. If you successfully engage them, then you have over a minute to sell them on your practice. They may not need your services, but they might know someone who does! Take the time to make the best elevator pitch. The return on your investment will pay big dividends in terms of creating business opportunities.
7-Identify Your Unique Selling Proposition (USP)
A USP is a perfect reason your clients choose you and not your competitors. It is what makes your law firm stand out from the crowd. Even in a big city like Houston, which is filled with law firms, it is essential to define what you do differently and can convey that to potential customers. Usually, this reflects your special knowledge or skills. Your USP can be having a new or unique offering, free consultations, and providing exceptional service. Develop your USP by answering the below questions:
- What do you love most about your law firm services?
- What experience or accolades do you have to show off?
- What makes your clients come to you rather than your competitors?
- How do your clients benefit by retaining your services?
- Which features do you generally highlight when you describe your law firm to strangers?
8-Develop Your Law Firm Brand
Each law firm, regardless of size, is possible to need a brand. A brand connects with your clients and conveys who you are, what you stand for, and what you can provide.
9-Select Your Marketing Avenues
While there are many available, consider your target audience when you’re determining which to use. Options include a business website, letter drops, social media, print advertising, blogging, brochure, flyers, networking events, word of mouth, and cold calling. We do not recommend dropping a lot of money on print advertising/brochures/flyers unless you have a strategized plan in place. If you send one direct marketing piece to someone there is a 99.99999% chance, it’s going in the trash. But if you send 3 pieces of direct marketing to that same person in a very timed sequence, chances are, they’re going to look!
10-Leverage Your Community to Market Your Law Firm
You do not always have to think large when it comes to your marketing efforts. Think locally. What is going on in your community? Sponsor a small League team or a 5k charity walk or run. Print bookmarks and leave them at the local library. Get to know your ideal consumer and think about how and where they spend their time. Then search for opportunities to get in front of your client with your marketing message.
Place a group of non-competitive law firms in your place and agree to cross-promote. You can utilize reciprocal website links, coupons, fliers, bundled promotions, and social media platforms. By collaborating, you can expand your client base because you will be reaching new people.
12-Give A Speech
Many people hate public speaking. However, many organizations looking for qualified, subject-matter experts who can present to their groups. Take a deep breath. You do not have to be a pro as long as the info you share is helpful to the audience. And the upside the more you do it the easy it gets. Plus, it positions you as a credible authority in your field.
The business has changed importantly due to technology. Nowadays, a small law firm owner can accomplish a lot without hiring a professional firm. Subscribe to Help a Reporter Out. You can respond to queries of reporters that are looking for story ideas and resources.
14-Ask for Referrals
Do not be shy about asking for customer referrals. The majority of people say they’re willing to offer a referral if asked, but very few take the initiative to do it on their own. Referrals make it easy to get in the door with new clients. If you are not asking for them, you’re missing opportunities.
It’s a lot less expensive to keep a client than it is to get a new one. That is why establishing strong relationships with your client base is crucial. One of the ways you can do that is by keeping in touch with people through email marketing. Ask customers for their email address when they visit your website or store. Then, make your communications professional, informative, and helpful. Something your clients will look forward to receiving. We 100%, highly encourage a CRM to help automate the process for you.
16-Offer Free Consultations
Free Consultations are the best way for small law firms to attract new clients. Research shows that people will go out of their way to meet with an attorney if the consultation is free. Free consultations can generate return visits. For instance, a client may not sign up the very first visit…but by visit 2 or 3, many times they have built that trust with you and are ready to go!
17-Give It Away
When helping to grow one of the largest family law firms in Houston, one of the largest campaigns I ever built that generated the biggest amount of “free” leads- was a divorce giveaway. A few disclaimers and criteria the case had to meet..but overall-extremely successful!
If you are looking for a way to grow your law firm, give BDEC Marketing Group a call! We offer packages that are tailored to your needs and if you decide to try it out solo- we offer marketing coaching to help you succeed! Solo or not, you are NOT alone! We have more than a decade of experience helping law firms build from the ground up in the Houston, Asheville, Charleston, and Phoenix areas. We know what works and we know what doesn’t!