Set Your Strategic Direction to Grow Your Law Practice

Whether you’re launching a new solo or small-firm practice or have been at it for a while, an important aspect of ongoing success is attracting new business. But where to start? The options for spending your hard-earned dollars on marketing “opportunities” seem limitless. So how do you separate the wheat from the chaff?

Create Your Business Development Roadmap

When considering your marketing journey, start by articulating what success looks like for you. It’s not the same for everyone, so some self-reflection will help you create a manageable plan.

A good marketing plan begins with a solid business plan. What are your goals for the firm? Ask yourself:

• What kind of clients do I want to represent?
• What kinds of matters do I want to take?
• How do I want the firm to grow now? In the future?
• Is recruiting partners, associates or other talent a focus?
• Which geographies or industries can I effectively serve?
• What’s my business exit strategy? For example, when I retire, will I simply take down my shingle or position my practice for a future sale?

Before you develop your marketing plan, it’s a good idea to create a strategic business plan based on a thorough SWOT analysis (identifying your Strengths and Weaknesses, as well as the market Opportunities and Threats to your success). With this self-reflection, you’ll have a good foundation on which to build your business development and marketing plan.

Do Your Research

Now that you’ve clearly articulated the kinds of clients you want to represent, you can move forward with developing your messaging and brand expression. What problems will you solve for clients? What qualities or themes will resonate with these audiences? To help create a unique message that positions your practice effectively, explore the competition. How do they talk about themselves? Identify differentiating factors or service promises you can promote to set yourself apart.

Next, discover where your prospects and referral sources engage. Are they members of professional associations or civic groups? What are the publications they read, websites they visit or events they attend? These venues and channels will be the roadmap for your visibility plan, focusing your activity.

Align Your Brand With Your Strategic Direction

The hub of your brand and service offerings will likely be your website. Be sure it speaks to your potential clients, both in words and imagery. Highlight your services and demonstrate your competence with representative work in your area of focus (of course, always minding the rules of professional conduct for advertising and solicitations). This might include testimonials and case studies or lists of representative matters. Don’t just tell people you are an expert, show them by drawing a picture with enough specific detail to showcase your story. Then, be consistent about your visual brand across all of your materials.

Increase Your Visibility

There are nearly limitless ways to promote your firm. Ultimately, what works for you will require leveraging your strengths, interests and resources in the places your prospective clients frequent. Here are a few activities to consider incorporating in your plan:    

Writing, Speaking and Thought Leadership

Showcasing areas of focus and expertise through writing and speaking positions you as a good fit for prospective clients. Take advantage of news cycles and industry trends. Then, be sure these activities appear on your profile. This credentialling offers potential clients reassurance that you are well-versed in the nuances of their specific problem. Some venues for content include hosting or guesting on:

• Industry and trade media outlets
• Podcasts and blogs
• Short-form video
• Webinars
• Panels and conferences

Social Media

Consistent use of social media allows you to deepen relationships, stay top of mind, and expand your reach beyond your personal network. Which platforms are your prospects likely to use? Engage there. LinkedIn is the most heavily trafficked for business relationships, but other platforms may have a strategic usefulness in your plan.

Paid Advertising

Some practices will benefit from paid advertising. Whether you need to reach a wide audience (and have the budget) or a narrow prospect pool, you might consider advertising in outlets and channels such as:

• Print (magazines, newspapers, etc.)
• Billboards and physical signage
• Broadcast (radio and television)
• Captive monitors (lobbies, elevators, etc.)
• Digital (websites, podcasts, native content, e-newsletters)
• Social media
• Organizations (publications, conferences, sponsorships)
• Directories and listings

Today’s technology enables advertising to reach much more narrowly targeted audiences and gain valuable insights into the campaign’s effectiveness. Include specific calls to action (CTAs) to drive engagement. Then, be sure to monitor your results and adjust your campaigns, as necessary.    

Sponsorships

Consider aligning your brand with relevant causes or business, civic or community programs, either through pro bono services and volunteering or paid sponsorships. These activities not only showcase your name and logo, but also often come with additional benefits. When sponsoring, don’t leave tickets, signage or other included benefits unused. If there is a benefit you simply cannot use, ask for an alternative. And be sure to celebrate your support on firm platforms.

Get Creative

Beyond the tried-and-true methods discussed, some practices (and personalities) lend themselves to other creative ways for gaining visibility. Incorporate your personal interests into your business development so it doesn’t feel like a chore. If you love mountain biking, form a riding club with a network of referral sources. If you enjoy fine dining, sponsor and organize client events around restaurant week.

Other ideas might include:

• Video explainers or client stories
• Publishing a white paper, book or industry resource
• Hosting client or community events
• Strategic partnerships with trusted, aligned service providers
• Leverage Your Resources

Be realistic about your available resources (bandwidth, money and expertise). It’s better to do a few things well consistently. Remember that clients and referral sources need brand repetition to keep you top of mind, so for any initiative, think about all of the ways you can cross-promote the same materials or message in as many formats as possible. Be sure to develop a system for tracking the leads generated through your activities. You’ll want that information to guide your future decisions.

Use Your Strategic Plan as a Lens for All Future Decisions

Whenever a new marketing opportunity comes across your desk, ask how it supports your plan. Just because other law firms are doing something, doesn’t necessarily mean it’s right for you. Don’t be afraid to say “no” to anything that doesn’t advance your goals.

If you are thoughtful about your approach, your marketing and business development efforts will continue to yield results far into the future.