Do you have a legal specialization? Do you want to be the go-to attorney and legal authority in your market? Are you having trouble bridging the gap?
If this sounds like the state of your practice, you could possibly benefit from a more nuanced approach to legal marketing that allows you to take advantage of your knowledge and the freedom of being a solo practitioner or part of a small firm.
You can specialize and attract quality clients.
One option is to write for the consumer. Consider starting your own blog or writing as a guest blogger on already-established sites. By focusing articles on your legal specialization, you will be able to demonstrate your knowledge and get your name out there.
But, if you're going to blog, learn SEO. Search engine optimization and keywording will help interested parties find your articles, leading to initial client contact.
In addition, consider offering seminars. They can be webinars or in-person events, but you should invite targeted populations of potential clients and publicize well. Again, it's all about associating knowledge with your name.
You may also want to utilize the press release. Publicizing your successes is a good way to connect your name to your legal specialization and build a solid reputation at the same time. You should create a list of publications that cater to your intended market and send them regular releases, suggests the Rainmaker Blog.
And don't forget to constantly update your knowledge. If your legal specialization isn't something you can maintain, then you can't honestly market yourself as a specialist, making the above points moot.
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