Marketing Legal Services
December 03, 2015 at 8:30 AM
Today, clients are looking to form lasting relationships rather than engage in stand-alone services. This is especially true of 'premium' services such as the legal industry.
As the legal industry continues to face increasing competition it is no longer enough to wait for clients to come to you. Firms need to engage in pro-active marketing. This is only part of the battle, however, as work must continue in order to keep clients. All firms can benefit from employing simple marketing practices. Here we discuss a few basic principles to point you in the right direction.
When looking at your firm’s marketing there are a few points you should consider. Firstly, do you have a marketing strategy? If you don’t, you should consider putting something together. Even if this is just a high-level document it is worth going through the process of identifying who your current clients are and who your prospective, or target clients will be. Secondly, identify the needs of this market; what are they looking for from a law firm? These needs will likely differ between different clients. It is worth remembering that as the relationships with your clients’ progress, their needs may also change. Keep this in mind and return to your marketing plan regularly to re-evaluate who your clients are and what their needs are. Thirdly, and most importantly, ensure you are meeting the needs of your clients. Use these three aspects to form the basis of all your marketing tactics.
Retaining clients is far more cost effective than acquiring new ones. Look to keep your clients to generate repeat business. However, this is often easier said than done. To succeed firms must concentrate on building lasting relationships. Often the simplest way to do this is to build trust. By going through the process outlined above and identifying and meeting the needs of your clients they will look to your firm as a source of legal expertise which they can rely on. This trust does not happen overnight, however, it must be cultivated and built upon.
Recent advances in technology and communications have meant it is easier than ever before to remain in contact with your client base. It also means we are developing a society which is able to ‘shop around’. With easy and instant access to unlimited information, clients are able to compare legal services. The plethora of online ‘free’ legal services and advice are only increasing the competitiveness within the market.
To stay ahead of this competition, identify what it is that you are able to offer that others don’t. This may be your range of services, the extensive experience of your staff, or you expertise in a particular field of law. Finally, and most importantly, communicate this difference to your market. Ensure your target market knows who you are and what you can offer them. How you do this will often depend on who your clients are.
The points outlined above are merely a starting point for your marketing. Going through this process will get you thinking about your firm in terms of how clients see you. Everything that follows will benefit hugely from this process.