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9 Tips for Today's Attorney Marketing Strategy

Expert Witness: OVC Lawyer Marketing
Attorneys cannot afford to lose sight of the fundamental strategies that can often grow their practice. Even though your attorney marketing campaign may be purring like a kitten, revisiting a few suggestions of yesteryear may also prove healthy for your bottom line.

A recent article published by the American Bar Association urges attorneys to turn their best intentions into best practices. These suggestions may trigger a few new ideas for marketing your practice:

1. The 80/20 Rule: Referrals still remain an integral component of any law practice. Eighty percent of new clients are referred by the remaining 20 percent of your current clients. Take the time to personally meet with your clients either in-house or on their turf. By building strong client relationships you will surely increase your referral rate.

2. Research Your Clients: Before meeting with a present
or prospective client do some research as to just what their core needs may be. Know specifically how you can assist them with their legal issues. Compile the data to customize a strategy that demonstrates your understanding and commitment to resolving their legal concerns.

3. Quality vs. Quantity: Do not be afraid to turn down a client. Focus on creating your “dream team” of the type of clients you would prefer to service. Maintaining your legal reputation will maintain your profitability.

4. Time Is Money: As an attorney you can estimate that your work at least 2,500 hours annually. Statistically one half of those hours are deemed billable with the remaining coming in as unbillable. Work smarter. Allot at least 600 hours per year to devote to your overall marketing campaign.

5. A Helping Hand: Ensure your colleagues know the caliber of your work. Mention that you are available for cross-selling opportunities. Cross-selling is a two way street, review your own client list for future possibilities for your colleagues. This is especially important for young attorneys who are working to solidify their position in the practice.

6. Trust Your Staff: There is a reason you hired your staff. Trust them to carry out delegated tasks. This can give you more time to concentrate on your clients.

7. Lifelong Learning: Stay on top of the new marketing trends. Sign up for a few classes throughout the year. Personal coaching and marketing training can give you the edge over other practices. Take the time to share pertinent information with your clients. Keep topical by updating your clients and prospective clients often.

8. Business Cards: Simple but true. Your business card says it all. Old school, but still extremely effective. A well designed business card makes a statement. Straight to the point and always consistent with your brand. Dependable and informative it provides a prospective client with all they need to know about you and your services.

9. Stay Focused: Perhaps one of the most important aspects of your practice. Take the time to develop a strategic plan in conjunction with a feasible timetable. Review your plan often to stay ahead of yourself.

ABOUT THE AUTHOR: Greg Wildman, President of OVC Lawyer Marketing
Greg Wildman is the President of OVC, INC. Since 1999, Greg has developed hundreds of websites for attorneys from his company’s inception as Online Video Concepts, LLC to the modern era’s OVC, INC. Greg’s knowledge of law firm marketing has helped many law firms establish online presences through custom website development, Search Engine Optimization, legal directory partnerships, social media marketing, content writing and more.

Copyright OVC Lawyer Marketing

Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.

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