Jessica Aries, J.D. LL.M., who works for a legal marketing company, created this video to teach small law firm marketers to level up their marketing efforts and be as effective at marketing as the big law firms are. She presents five strategies that small law firms can use to make their marketing efforts more effective.
First, she advises that a small law firm needs to focus on building relationships. Each lawyer in the firm should be expected to build relationships with their contacts and leverage cross-selling across practice areas. Another tip is becoming active in Associations within their client’s industries.
Each lawyer in the firm should be expected to spend 4–6 hours each month to produce content like a presentation, webinar, video, or publication to leverage the firm’s thought leadership. The content could be published on their website or social media accounts.
To maximize the limited marketing budget, the firm’s marketing efforts must optimally leverage marketing support. It is best to employ someone specifically in charge of marketing to ensure the marketing efforts do not infringe on the lawyer’s billing time.
Technology like Google Analytics configured with Google Tag Manager can help identify and track prospective clients and target marketing messages.
Lastly, Jessica advises that a small law firm should provide value to its customers. Their marketing should focus on how they can help their clients and foster authentic relationships.
Employing all or some of these strategies will help you improve marketing efforts. If you get stuck, you can employ a legal marketing company to help you manage your efforts.