Greetings everyone and welcome to LawBARDs latest Five Things video. On the LawBARD website, we typically focus on digital marketing and advertising. While we believe that digital marketing and advertising needs to be prioritized by law firms to drive growth, we should not forget non-digital marketing activities. So, in today’s Five Things video, we will review some traditional marketing activities that your firm should continue to focus on.
These five old school marketing tactics are as follows:
- Networking
- Direct Mail
- Community Involvement
- Public Speaking
- Traditional Print and Media Advertising
First up, Networking. We believe that successful attorneys and law firms across practice areas place a large priority on networking and for a few good reasons. First off, to be a successful attorney, you need to build and promote your brand and there is no better way to do this than through networking, Conversely, networking also enables relationships with lawyers that have different practice areas or different skills, and it is through these relationships, that attorneys can refer clients or cases to other firms, which can be quite lucrative.
Secondly is Direct Mail, which includes direct mailers and print newsletters. While design, printing and mailing may cost more than sending emails and e-newsletters, these pieces have some benefits compared to digital pieces. They are usually more memorable, they often have a longer life and more impressions, they promote a stronger brand image, and you can target a specific demographic or geographic easier.
Third is Community Involvement. Participating in local community activities and charitable organizations demonstrates you and your firm's commitment to the local community and builds goodwill. Further, by being “out there” and getting involved, you are most likely boosting your brand reputation and meeting more people who may be in a position to either use your service or refer cases.
Fourth is Public Speaking. Public speaking helps you brand yourself as an expert in your field by speaking at industry conferences, seminars, or community events. This establishes credibility and generates referrals. While it may take some research to find speaking opportunities, they are often there for the taking.
Lastly, fifth is Traditional Print Advertising. While less common than in the past, print advertising in local bar magazines, newspapers or legal directories can still be valuable, especially for niche practice areas. Keep in mind that print impressions are typically more memorable, have higher perceived credibility and can be more targeted. Lastly, they can work in conjunction with your digital strategy and digital impressions.
So, that’s it for this episode of Law BARD’s Five Things. Don’t forget some of these “old school” marketing tactics. They may be less expensive, and less competitive than some of your digital strategies and in general can complement these digital strategies. Be sure to check back for future episodes of LawBARDs Five Things and other information that can help improve your law firms performance For any questions, feel free to reach out to us at info@lawbard.com. Thanks for tuning in and have a great day!
