11 SMART MARKETING TIPS

FOR LAWYERS

By Donna Erickson
©Erickson Marketing, Inc., 2011

The start of a new year is a great time to evaluate your business development and marketing efforts and make some improvements. It's your career, your future. Make it happen in 2011!

Here are 11 smart marketing tips that all lawyers can use to improve their business development and marketing efforts.

1. Update your marketing plan and follow through with your objectives. What specifically will you do this year to advance your long term business and personal career goals? Identify realistic objectives and establish a timeline for completion. Print your "to do" list and post it by your phone for easy reference.
2. Be the lawyer and law firm that your clients value. Happy clients don't change their legal representation. Clients want to work with lawyers who are likeable, approachable, personable and good listeners. Educate your firm colleagues and staff on what clients want in their law firm: responsive and accessible lawyers; high quality work; solutions (thinking outside the box); efficiency (focusing on what the client needs to succeed); reasonable prices; clear communication; and no surprises.
3. Help others be successful. The best rainmakers focus on helping others succeed - clients, colleagues and referral sources - not on selling more legal services. They develop a reputation as a "go-to" lawyer in their field. They do so by developing a solid reputation, not just for good legal work, but for proactively helping clients and identifying ways to help them succeed.
4. Every day. Make one call off the clock to a client or referral source to check in and catch up.
5. Every week. Attend one event outside the office: lunch with a client, visit the client's facilities off the clock, coffee with a referral source, a networking function, or trade association meeting.
6. Every quarter. Write an article for the firm's Web site or outside publication, or make a presentation to your business or trade groups.
7. Prioritize your business contacts. Who are the clients, referral sources and other contacts that you want to expand or develop a business relationship? Make a list of the individuals and note ideas on how to interact with them this year to further develop the relationship: coffee, lunch, dinner, theatre, sporting event, co-present, etc.
8. Improve your communications. Proactively communicate with clients and referral sources more frequently. Respond to calls and emails within two hours, either personally or through your assistant. Thank clients for their business. Ask clients how you are doing. Ask happy clients for referrals.
9. Update your Web site. What information would a potential client want to know about you before they choose to call you for an appointment? Update the firm's Web site to reflect your practice areas, your approach to working with clients, types of clients you represent, matters you have handled, etc.
10. Develop a marketing mindset. In daily interactions with others, recognize that every person you meet could be a potential client or referral source (people you meet at your children's sporting events, community activities, your neighbors). They may need a lawyer one day or be in a position to make a referral. If they like you and know you are a lawyer, you could get that call.
11. Get involved with social media that's right for you. Every lawyer should be using LinkedIn to stay in touch with colleagues, classmates, clients, referral sources and other professional contacts. However, don't be professionally active on Twitter, Facebook or your own blog unless you have the time and interest to maximize it for your practice.

For assistance with business development and marketing planning, coaching or other initiatives, contact Donna Erickson at 612-669-5548 or Donna@EricksonMarketingInc.com