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Show Me the Evidence: Making the Case for Lawyer Marketing

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By Gabriella Khorasanee, JD on June 05, 2014 10:55 AM

How many of you actually market your law firm?

Of those engaging in lawyer marketing, how many of you measure your results, or in business parlance your return on investment? We're going to guess that not a lot of you are doing this. So how do you know if marketing works for you? How do you know which campaigns are more successful? How do you know if you should use marketing at all?

With all of these questions, you may not be sold on marketing your law firm. We understand, that's why we're here to talk to you like lawyers -- to present you the evidence and build the case for lawyer marketing.

1. Results Are Measurable

One of the great things about marketing is that you can actually measure your results. It can be as simple as asking new clients "how did you hear about our firm?" Or, you can actually use tools like Google Analytics to the see the source of traffic to your law firm's website. How sophisticated you get depends on how much information you want.

2. Create a Plan

Come up with a marketing game plan that involves marketing in different ways. For example, you can try marketing on different platforms: guest writing a column for the local paper, sending an email newsletter, engaging with potential clients on social media, radio, and/or television. The different platforms you decide to use will depend on your budget: on the low end there are free methods like social media, and on the very high end we have radio and television.

3. Test, Test, Test

Test out marketing on each platform -- to have a better understanding of your results you may not want to try all methods at once. You may want to try a staggered approach, trying marketing on one platform at a time, so that you can see what platforms work best for you, and your (potential) clients.

There's no clear cut lawyer marketing formula that someone can hand you. What we can say undoubtedly, is that lawyer marketing works. The only variable is what will be the best fit for your firm and client base. If we've made the case, and you're convinced you need lawyer marketing, consider contact FindLaw's Lawyer Marketing division. We've got the experience and the know-how to help your firm succeed.

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