We recently contributed an article to the Ontario Bar Association online magazine on marketing in the legal profession. It got us thinking about a few tips for legal marketing that would help people start off on the right foot.
When we speak with new clients in the legal profession, there is usually a desire to “do what the other guys are doing.” This approach limits where you can take your business. No two marketing strategies or plans that we create for our clients are ever the same. Business goals are different. Therefore, your marketing goals and your tactics to achieve them must be different.
Instead of the status quo, start with these three tips for legal marketing
Taking a status quo approach to marketing will be a disservice to your business. If your company is considering investing in marketing, the following three things should be considered to kickstart your efforts:
Start with a top-down approach
Look at the big picture of where you want your company to go. Don’t get lost in the details. The details will figure themselves out if an experienced marketing department adequately supports you. Start with that big idea or wider understanding of your business, then break it down into smaller initiatives.
Obtain buy-in from your leadership team. Ensure they understand the plan and become internal champions. You will be amazed how different your marketing initiatives are received by your team when they know they are a company-wide effort and all leaders are on board.
Change the perception of marketing
Many people believe marketing is simply trying to figure out a way to convince your potential clients they should choose you. In reality, you need to ensure your business’s ducks are in a row and that what you are selling is authentic.
With access to information so readily available, you can’t fool a prospective client with false promises. If your message can’t be validated by prospects online, they will move on to the next available option. Defining your purpose, then educating your team on how marketing will support this purpose will change internal perceptions. Every successful marketing initiative starts with internal buy-in.
The last tip for legal marketing: Provide access to information
When we engage with new clients, we want to see everything. If you have sore spots in your business, focus on fixing them. Don’t try to hide them. A marketing team that has a complete picture of your business can provide significantly greater value.
A complete picture of the health of your business also helps marketers understand which areas need work or attention. This helps marketers evaluate which initiatives will be right for the current state of your business.