The end result of law firm marketing is to generate business. You must plan, execute and execute campaigns that generate new leads and new cases. This includes continuously investigating new emerging grievances and communicating those opportunities to your lawyers.
The ultimate goal of marketing a law firm is to gain new business and retain more clients.Achieving this goal requires meeting several major objectives.
Medium-sized firms of 50 to 80 lawyers would likely need a staff of two or three marketing people to execute and promote the firm's objectives. Most smaller companies outsource their marketing efforts to an agency or independent contractor, like me. These guidelines address issues such as what makes a statement false or misleading, what constitutes advertising, when clients are allowed to be solicited, what companies should say when representing their specialties, and what should appear on the names and letterheads of firms. The overhead would simply be too high, and once the app was launched, your law firm probably wouldn't have much use of a full-time app developer.
Sometimes, the company's receptionist, temporary workers, or other flexible human resources in the company help the manager. Techniques for marketing law firms range from traditional methods, such as referrals and local advertising, to digital tactics such as website promotion and search engine optimization (SEO). However, strangely enough, the business development function doesn't have much importance within the typical marketing department of a law firm. Law firms that want to earn 7-figure revenues (but haven't yet succeeded) should also consider hiring a full-time marketing employee and giving that employee a marketing budget.
The actual duties and responsibilities of a marketing employee will depend on how their office attracts new customers. The marketing director is responsible for developing an action plan for the general guidelines of the CMO. Smaller companies may have an in-house team, but they can also consist of a single coordinator or office manager who takes care of the basics, rather than one large department. Public transport advertisements allow law firms to reach the local public every time they travel by bus or subway, constantly reinforcing brand awareness.
I know a large firm whose ratio is about 13 lawyers to one, and its results undoubtedly justify the size of its team. This person, who advises both young marketing professionals and lawyers, will maintain regular and ongoing contact with the firm's lawyers and managing partner, attend management meetings, and will often participate in their office's strategic plans. Both federal and state consumer protection laws govern advertising and require ads to be truthful, avoid deceptive or unfair tactics, and make evidence-based claims.
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