The dirty “D” word for law practice owners
Make Your Law Practice Marketing Plan Work for You
Let’s be real. You didn’t go into law because you wanted to be a marketer. You studied and worked so that you could become a lawyer. But, you are also a business owner, and that comes with the need to market your practice. So, how does a lawyer successfully get the message out without becoming a full-time marketer?
The simplest way to do so is to develop a marketing plan that works for you. That means identifying the things you can or should do on your own while looking to others to take on appropriate tasks. You can narrow this down by asking yourself a few questions:
- What do I enjoy doing? If you’re the kind of person who loves to mix and mingle, then in-person networking could be a great opportunity for you. Consider joining some groups or associations that allow you to meet others face-to-face to talk about how you can help meet their needs. If you like being “the host with the most,” it might be fun to put together a referral group of attorneys with different specialties that gets together for dinner once a month. When you turn something you enjoy into a marketing opportunity, it can make that aspect of being a business owner kind of fun!
- What do you not enjoy? You’ve got enough on your plate with running your business, taking care of employees, and—of course—representing your clients. There’s no time in there to be forcing yourself to do marketing tasks that you don’t enjoy. Maybe you really don’t like writing, for example, which means that your blog is never updated or your email newsletters are half-hearted, if done at all. Skip the headache and the drudgery by hiring someone you trust to take on these tasks.
- What are you good at? Are you a heck of a carpenter in your spare time? Do you have a way with animals? By identifying those things that you do well, you can narrow down volunteer opportunities or speaking engagements that complement both your interests and your area of practice.
- What should you leave to the pros? Generally speaking, things like graphic design, search engine optimization, or even video production take some specialized knowledge that most people just don’t have. Instead of forcing yourself into a role that will likely end up hurting your business anyway, recognize that there are times when you really do need to bring in the professionals.
What much of boils down to is being true to yourself. You don’t want to adopt some sort of phony marketing persona for the sake of drumming up business. It’s not authentic and will end up putting people off. Instead, focus on the things you like and do well, and take a pass on those things that would benefit from outside assistance.
Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.