Checking on your law firm marketing “health” is something that lawyers need to do regularly in order to ensure they’re up to scratch.
Legal Intelligencer’s Stacy West Clark has written about 10 issues that ensure whether you need to sort out your marketing and are good to go – or whether you’ve got some marketing health issues for your law firm.
Starting with cross selling within the firm?
Do you do that?
Here is the 10-point health check list.
1. Do lawyers in your firm cross-sell to other lawyers in the firm?
If the answer is no or only occasionally, figure out why. Is it a lack of confidence or a lack of knowledge as to what other lawyers’ skills are in your firm? Could it be your compensation system? Figure out why and then fix it and your revenues will grow. The more practice areas you are representing a client in, the less likely it will be that they will leave you for another law firm.
2. Do you involve staff in your marketing efforts?
If the answer is no, you are missing the boat on a huge segment of the population that could be your ambassador on the street. Keep staff informed as to your practice, your victories and the kinds of cases you handle.
They can share this information with people in their lives. Introduce them warmly to your clients so they know who can help them if you are unavailable. This is so important as we know accessibility, responsiveness and a personal experience are very important to clients.
3. Are you still in touch with clients for whom you have closed a matter over a year ago?
If the answer is no, get your coat on and go visit them. Happy clients can spread the gospel about your services and may be in need of your services again. Out of sight is out of mind.
4. Do associates in your law firm engage in business development activities?
If the answer is no, examine several things. First, have they been trained on how to market? Second, have they been given the message that they should market, and third, do they know if marketing effort (as opposed to results) will be considered for partnership? Get the right message out there to get the desired result and train these lawyers.
5. Is your website up-to-date?
Does the news section and/or home page contain something relevant from this month? If not, fix this so you are seen as current and vital to today’s legal events and discussions.
6. If I Google you, what will come up? Negative news? Or no news?
Either is an undesired result. Engage in reputation management work if it is the former, and if it is the latter, get out there and create news about yourself: Write, speak, lead and give reporters story ideas in which you can be quoted.
7. If I look you up on Avvo, Martindale or LinkedIn, will I see a current photo of you and a fulsome bio?
On LinkedIn, will your title say “lawyer at xyc law firm” or something that actually might be searched for by users like “Pennsylvania patent lawyer to food companies”? Fix these easy things.
8. Are you marketing your industry experience?
There are riches in niches. Clients want to know that you get their business, how they make money, obstacles to their success and more. Show that in your marketing materials. Have a window for it on your website. Have an industry blog. Meet reporters who cover the industry. Use industry keywords in your LinkedIn bio. Join the right industry trade association and get very involved. Check out what the major Midwestern law firm Husch Blackwell just did on its new website—the firm has eliminated traditional practice groups in favor of six industry groups.
9. Are you providing value-added services to your clients that don’t appear on your invoice?
You should. Your competition is because I am advising them on a myriad of things to do to make their clients’ lives better, their businesses prosper and more. Talk to your clients about special services they are getting from other professional services providers including law firms, and figure out how you can provide them too.
10. Are you a great person—interested in what others have to say, friendly and magnanimous?