As we enjoy this pause between holidays, here’s a bit of unexpected advice for successful law firm marketing: embrace contradictions. Try things in 2017 that you’ve never considered. Combine the new with a return to traditional marketing techniques. Here are a few contradictions to try in 2017.
Delegate more but also be more involved. As a law firm leader, you should not be in the weeds. Your associates and paralegals were hired to handle many tasks. Are you letting them do that, or micromanaging? Delegate everything you can. If your staff can’t handle the responsibilities, ask yourself: are they the right fit for your practice?
Get more involved. Knowing where you need to be more involved could have a dramatic impact on your overall practice. How involved are you with the financial details of your practice? Do you only do a twice a year review, or only look at the financials when cash flow tightens up?
If you don’t know how much you should be spending on overhead vs. staffing, you’ve already got a problem. Once you’ve got this under control, with cost-management systems and reviews in place, you will have a much better view on what needs to happen to grow your profitability.
Lean on the data and add tangible marketing tools. If you are part of the Essential Solutions marketing program make a commitment to log in read the monthly reports you get from IMS. If there’s something you’re not sure of, or if you’d like to dig deeper to understand trends and project areas of growth, submit a support ticket. We’re here for you!
Add some print to your practice. If you haven’t ever created a firm brochure, want to dress up your client folders or your business cards are plain vanilla, IMS has a complete graphic design studio that can help extend your visual identity and communicate your key messages to clients and prospects.
Lawyer videos on your website and a live presence in the community. People want to know who they are entrusting their legacy to. Videos that convey your unique personality put your practice light years ahead of those who limit themselves to pages of static content. At the same time, getting out into the community at special events, fundraisers and service organizations put a live person in the room. Put the two together, and you’ve got a powerful reach in both arenas!