Now is the perfect time to review and refresh your solo or small practice law firm marketing strategies. When pursuing growth for your business, it can feel overwhelming and hard to know where to start. But we’ve compiled seven tips on how to get started. Whether you need to check up on your budget, reevaluate technology or work on building your social media presence, taking the time to think through the following items can help set you up for a year of success.
1. Define Success for the Year
How are you measuring success this year? Are you basing it on the number of new clients? New leads? What about digital success – are you measuring how many visitors you get to your website or social profiles? However you decide to track success this year, choose a set of key performance indicators (KPIs) to consistently measure. Your measurement tools can be as simple as a spreadsheet, or you could use software to help. Set benchmarks, whether it’s based on industry research or historical data from your firm, and schedule routine check-ins to see how you’re stacking up throughout the year.
2. Build A Strong Personal Brand
Your personal brand describes who you are as an attorney and how you connect with your clients. Most personal brands include your strengths, personal or professional values, what makes you unique and how you want to help your clients and community. A common template for creating a branding statement is “I help (insert target client) with (legal issue you can help resolve). I do this because I believe (key personal values).”
3. Boost Your Social Media Presence
As a small or solo practice attorney, social media might not be top of mind for you. But consider how utilizing social media may be able to help your firm grow. This spring, take the time to plan out a content calendar. This calendar simply plans what you’re posting on each social media network and when you’re posting it. By spending a bit of time up front to plan what you’re posting each week or month, it can save you time in the end – you’re prepared with the post copy and any assets you need, like a photo or link.
Examples of common social media posts include highlighting your involvement in community events, celebrations for work anniversaries or promotions, or seasonal posts that impact your business – like tax season or back-to-school time. Make the most of your content by cross-posting on multiple platforms.
4. Utilize Promoted Posts on Social Media Platforms
One of the best ways to get your social media posts in front of a new audience is to take advantage of sponsored or promoted posts. For a small cost, social media sites will allow you to target your ideal clients, based on location, demographics, interests or other similar profiles they’ve interacted with. Promoted posts are a cost-effective way to grow your firm by introducing your services to new potential clients.
5. Review Your Website and Make Sure Your Contact Information is Correct
As most consumers now begin researching potential partners online before reaching out, having an up-to-date website is key. Make sure your website contains accurate contact information. Also make sure your About Us page is full of helpful information, including your personal branding statement and a recent headshot. It can be helpful to include the types of legal matters you practice in, along with geographic areas you serve. You could also include links to articles you’ve written or had published, news articles about high-profile cases you’ve worked on or other relevant press releases.
6. Review Your Tech Subscriptions
Are you getting the most out of all your subscriptions? Take some time to look at everything you’re subscribed to. There are a number of project and firm management systems that may be a great option for your firm – and they could be more affordable than your current system.
This is also a good time to consider how AI could be used in your firm. You may be able to speed up your intake process or lead recruitment with the help of an AI-powered tool.
7. Complete a Journey Mapping Exercise
Have you ever completed a journey map for your firm? This is the process of analyzing all the steps a client takes before and during their relationship with you and your firm. Key stages often include awareness, consideration, hiring, engagement and retention. In each stage, you want to think about what your clients are doing, what they’re thinking and feeling and what step you’d like them to take next. Also consider what content would be helpful to them at each stage – this can help drive content development for your firm’s social media channels, blog or other marketing tactics.
Working on this list can help refresh your firm’s strategic direction this year, and if you’re looking for more ways to expand your solo or small practice law firm, consider joining a legal insurance network like ARAG. You can expand your client base without having to spend money on marketing, and get paid directly by ARAG. Best of all, there will never be a fee to join or participate. Learn more at araglegal.com/attorneys.
