Marketing a law firm, as with any business or product relies on a thorough understanding of strategy, knowledge of target markets and how best to allocate your budget to reach your goals.
Advertising is one means of achieving aims such as brand recognition or direct response, and it can prove an effective part of an overall marketing strategy.
However, research is essential before you embark on what can be a relatively high-cost project.
There is little point in advertising for the sake of it, and buying a single page in a newspaper or trade magazine without the campaign strategy and resources to support it will probably be the fastest money down the drain you’ve ever spent.
Sure, the publication you’ve advertised with has promised to get your brand in front of readers or alongside a topic which is relevant to your firm, but how do you know who read the article or saw the advert?
Nevertheless, advertising can be powerful and effective so here’s a few handy tips on how to choose a platform or publication(s) so that you can reach your target audience, and some of the other issues you’ll need to think about alongside…
If you’re already at the stage where you’ve got a campaign ready and you want to place some advertising, the Audit Bureau of Circulation has a simple search tool for registered publications which will provide you with audience figures and other types of data such as the number of ‘paid’ subscribers a magazine/website has versus the number of individuals who receive it for free.
If you are marketing a law firm from scratch then you’ll need to consider the following:
- Plan your campaign – which customer groups are you trying to reach?
- Build and manage your customer and target data
- What’s your budget – try and make it stretch over three or six months so you can promise a measurement of success at the end of this process. The aim of a marketing campaign is not a means to an end; good businesses market themselves continuously.
- Be focused – you’ll not be able to be all things to all people, but by emphasising your qualities and how they meet customers’ needs and then repeating that message, you can bring new business in.
- Allocate a sales team to support the marketing messages. Once you’ve got the message out there, you’ll need people who can close the deal.
A business journalist by trade, Ralph Savage represents a series of B2B clients on media and marketing matters. He provides strategic PR advice, media training and consultancy. He also ghost writes regularly on behalf of FTSE 250 CEOs, leading counsel and senior professionals including solicitors, accountants and brokers.