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Are you standing out from the crowd?
In today's highly competitive marketplace, are you doing everything you can to attract new clients and keep current ones? With the news being dominated by reports of economic doom, layoffs and slashed budgets, you might think that your firm can't afford to dedicate resources to marketing itself aggressively. And while your resources may be limited as compared to past years, there are ways that you can maintain your marketing efforts despite a shrinking budget.
Below are six ideas to help your firm stand out from the crowd.
1. Website
As more potential clients search for lawyers online, having a website is an essential part of client development. If you already have a website, review it to make sure that it is up-to-date, touts your most recent "wins," contains valuable client information such as practice area articles, and clearly displays your contact information. If you don't have a website, you are missing the boat and need to make the investment as soon as possible. There are some very cost-effective solutions. See www.aslegal.nextclient.com for just one example.
2. Client Communications
Review your client development plan. Does it include consistent, planned customer touches? You need to have a strategy for staying in touch with current clients and attracting new ones. This strategy should include planned activities such as weekly, monthly, or quarterly newsletters that can be sent via mail or electronically. It should also include event touches such as new attorney or practice area announcements, press releases regarding awards your firm/attorneys have won or recent case summaries that your clients might find interesting and relevant. You should also include one-to-one communications such as thank you cards for recent referrals, birthday greetings, congratulations cards and holiday cards that can be penned in just a few minutes, but really make your clients feel like you know and appreciate them. See www.aslegal.com/cards for a selection of these cards.
3. Brand Consistency and Message
Take the time to assess all of your stationery and client development materials, including presentation folders, referral cards, brochures, website, advertising, etc. Are they all professionally created? Do they have the same message? Is your firm name and/or logo consistently portrayed? If not, clean up your act! Work with your designer and, more importantly, your printer for cost-effective production ideas that can bring you the consistency you need to breed recognition and business.
4. Billing Practices
Review your firm's billing practices for ideas on cutting costs for certain functions or be more flexible and creative with billing and/or payment terms. Many mid-sized and smaller firms are winning larger clients that just aren't willing to pay large firm high hourly rates any longer.
5. Sustainability Program
Sustainability programs not only look great to clients, they can also save you money. And sometimes all it takes is promoting the environmental programs that you already have in place. Make sure you tout what your firm does on your website and within your firm brochures, newsletters and other client communications. It's virtually free to promote and it does attract new clients. If you don't have a sustainability program, visit www.aslegal.com/green to get started.
6. Use Your Network
Your network of family, friends, colleagues and clients is larger than you think. Tap into these individuals for new ideas to sustain your competitive edge - what do they find important, what would attract them to a law firm, etc. Attend or create your own seminars and networking opportunities to increase the size of your network and your client base.
Remember…
In today's marketplace, law firms need to run leaner and smarter to stand out from the crowd. There are ways for you to grow in this economy.
Need HELP? Your ASL Account Manager is here to help you create a plan to stand out from the law firms in your area. Simply call 800.222.0510 to get started.