Marketing is a 24/7 responsibility

Once you create a marketing plan, the work doesn’t end there. Marketing yourself and your law firm is a 24/7 responsibility, stressed Austin Anderson, a law firm consultant with the Ann Arbor-based Anderson Boyer Group, during a free ABA-CLE Career Counsel podcast, “Attracting New Clients and Marketing Your Practice.” Following plan creation, it is important to monitor whether you’re following through with the outlined tasks as well as determine what is and isn’t working.

Every law firm shareholder is involved in attracting new clients and marketing, which is really about “generating awareness and creating opportunities.” Marketing is double-faceted, involving the selling of both yourself and your firm. Be prepared to answer questions about what you do and what services your firm provides, said Anderson.

Planning your marketing effort is critical. You must determine what groups and individuals you want as clients before doing anything else.

Other marketing tips, include:

• Research prospective clients and their needs. Learn about their associations, their work and their industries.
• Do not tell prospective clients that you're too busy. You should be organized and be able to convey to a prospective client that you're able to deliver services in a timely manner. The work may be done by you or by careful delegation.
• Listen to your clients or potential clients. Be able to tell your client what you heard him or her say.
• Follow through with potential clients; and stay in touch with current clients.
• Realize that marketing is a 24/7 responsibility. Sometimes shareholders must stay late in the day or meet with clients on the weekend.

Finally, Anderson stressed the need to maintain a positive and upbeat attitude. This will help to provide a positive experience for your client, which is likely to lead to referrals.

To listen to the complete podcast, visit the ABA Career Counsel Web site.

Back to top

Back to home