How to Become a More Efficient Marketer in 4 Easy Steps

An Attorney’s Guide to Effective Legal Marketingpic

Training an attorney to become an effective marketer can be challenging.  There is a certain stigma in the legal profession about marketing in general.  What most attorneys miss is the fact that they can add value to their firm by becoming a more efficient marketer.  Whether you work as a solo practitioner, a large law firm or somewhere in-between, building your marketing portfolio will help you and your firm.

Marketing encompasses more than building media campaigns.  Becoming an effective marketer as an attorney begins with understanding how to best leverage marketing communications, developing strong client relationships, establishing yourself as a leader in the field and implementing technology in your firm.


Step 1: Communication is Key

Individual attorneys can do a great deal for their firm by merely attending conferences and networking.  Not only will you satisfy continuing legal education requirements mandated by your state bar but you will also be given a chance to meet other attorneys.  Conferences today allow you to choose from local, niche topics to broad, national coverage.  The networking potential is endless.  You will be able to connect with other attorneys in your field and obtain sources for referrals.  Conferences also provide an excellent opportunity to promote your practice and showcase the work your firm is doing.

Social media is another excellent, often untapped resource for attorney marketing.  All attorneys should have an up-to-date LinkedIn page.  It is one of the most important forms of online social networking.  In addition to firm pages on all of the major social media platforms, attorneys should have individual professional pages that can be linked to firm sites.


Step 2: The Attorney-Client Relationship

Attorneys should always strive to strengthen client relationships.  Building strong client relationships begins and ends with client satisfaction.  Does the client feel like you are staying in communication with them?  Are they updated regularly about the case?  Do you take the time to have meaningful conversations on a regular basis?  If you aren’t keeping clients happy, then they will not be referring your services.  Marketing is more than just a website or newsletter; it is about growing your firm.  Responding to client’s needs and providing solutions to their problems is a vital part of selling and ultimately promoting your firm.


Step 3: Add it to the Resume

Taking the time to develop your personal brand as an attorney and seek out opportunities that will promote you as a leader in the field will make it easier to “sell” you to potential clients.  Professional development as an attorney not only adds value to your firm but all aspects of your legal career. The more respected you are as an authority, the more likely that other firms will refer you cases.  Professional development starts with seeking out educational opportunities, speaking engagements, and mentorship programs in your field.  Do not be afraid to write legal articles for your local bar association or legal magazine on hot topics.  If you have specialized knowledge, showcase it.


Step 4: Technology

As an industry, attorneys are relatively slow to adopt technology into their practice.  In today’s fast-paced, ever-changing world, we simply do not have the luxury to wait.  Adaptation of technology is not only critical to growing your firm, but it is also an ethical obligation by governing bodies like the American Bar Association.  In 2012, Comment [8] to Rule 1.1 was modified to require that “a lawyer should keep abreast of changes in the law and its practice, including the benefits and risks associated with relevant technology.”

Your knowledge of marketing technology should include your customer relationship management system, how to update your website and social media accounts, website analytics, client information databases and security.  If you are unsure about how any of the systems work, you need to take the time to learn.  Do not rely on someone else.  If they leave the firm, they take the knowledge with them.  You want to keep abreast of changes or advances in technology.  The world of artificial intelligence, machine learning, and chatboxes are changing the game of marketing.  You should have an idea of how they work and start implementing them into your business development plan today.


Final Thoughts

This article only scratches the surface of how you can become a more efficient marketer as an attorney.  There are many more ways to empower yourself and take success in your hands.  If you would like to learn more about strategies to grow your firm, please contact Amicus Media Group today.  We work with firms of every size to develop comprehensive marketing strategies.  Our goal is to bring quality cases to your firm in cost-effective ways. We are well-versed in media management, performance marketing, and creative production.  Call us today at (888) 700-1088 for a free consultation.



This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.