Marketing a Law Firm | Avvo.com, Social Media, "Networking" and You

Before I get too far into this post, I want to put it into context. I am not trying to be mean. I am not trying to be harsh. I am trying to give you the information you need to start and run a successful law firm. I'm not really that good at sugar coating things (ask my mom and my wife!), so I'm just going to give it to you straight.

I'm not going to say any names, but I met with another guy last night over beers who is venturing out to start his own law firm. He was a great guy, pretty fresh out of law school (though with a lot of legal experience considering), who, because of the present economic state of the country, doesn't have many job prospects.

We sat down to talk and I asked him what I always ask people when I first meet them to talk about this stuff: (1) what is your practice area; and (2) what plan do you have in place to be successful. He knew what his practice area was, which was a good thing, but when we started talking about what his plan was I got the same look I probably gave when my contracts professor asked me a question about anything - sheer terror.

And that's okay. Most of us don't have a plan when we set out, particularly when, like this guy's situation, the necessity of starting a law firm is thrust upon us. So I decided to break it down a little bit further and ask what is really the most important question you need to be able to answer to be successful - what are you doing to get clients?

Now, before I tell you what his answer is, if you are seriously considering opening a law firm, I want you to do me a favor - take five minutes, right now, and make a list of the things you can think of to get clients. And the ideas can be as crazy as you can make them. Okay, go.

Interlude - the Process

I wanted to make this exercise a little bit easier for you, so I'm trying to fill some space between the question and the answer. So we'll talk about something else for a minute, something that is law firm marketing related. The process.

When you aren't thinking and working to get new clients, you should be thinking and working on the processes your firm is going to have in place to handle clients once the phone starts ringing. The best way to do this is to put yourself in the shoes of the client, from the very beginning of the process.

It should go something like this: client has a problem; client seeks out help for that problem (this is where you need to be); client finds your website or hears about you; client is looking for specific information to determine if you know what you are doing and if they can trust you (provide that information); client decides they want to talk to you, how do they do that; client calls, how do you answer the phone?; are you setting a meeting?; what information do you need from them?; what do you do when you get off the phone?; and the list goes on and on. Each time you think you've got all the answers, break it down into smaller pieces.

And, as you are figuring all of this out, write it down. That way you don't forget, and when you hire people to help you (which you will because you'll be busy with clients) they can hit the ground running by just reading the law firm manual you've created.

Law Firm Marketing - the Plan

Okay, back to the original question. I asked the guy "what are you doing to get clients," and he gave the answer I bet a lot of you immediately thought of. He said, "I'm doing a lot of social media stuff, participating on avvo.com, I'm active in the solo/small firm section of the bar association, and I'm meeting with a ton of attorneys."

Oh boy.

I then asked the million dollar question - "getting any clients from this?" I already knew the answer.

Here's the thing about those three or four methods of "marketing." They make us feel really great, like we're really doing something. We're getting our name out there, we're answering people's questions, we are exchanging business cards. But the problem with that is that it's too easy. And generally, in business, when something is easy, it's ineffective. And easy and cheap, which all of those are, drops the effectiveness down to near zero.

The problem with all of those marketing ideas is that they don't do what marketing is meant to do - put you in front of your target client. All of your marketing efforts should be funneling people that need your business your way.

So, what is my suggestion? Here it is. Stop posting on avvo. Keep your profile and try to get your clients to review you. When you do something good, post it on your profile (when people google you, and they will, they can find out what a great lawyer you are). But other than that, stay away.

Have a facebook page for your business and try to get everyone you know to like your page. Don't expect to get new clients directly from it, but use it as a way to keep your former clients and friends informed about what is going on with your firm and to "remind" people what you do. The best thing that can happen from keeping up a facebook page is someone who likes it is sitting around the water cooler with a friend who talks about a problem they have that you can fix. They just saw your page, so you're top of mind, and they tell that friend to call you.

Networking events. Don't use these for business generation, at least for immediate business generation. Use these events as an opportunity to have a great time and get to know others in your community. Tell people what you do but then learn about them. Networking is all about building long term relationships. They do result in referrals, but months and years down the road after you've built up trust with people you've met.

So, what should you do? Easy. Take some time, sit down, and think of some ways that you can get in front of clients. I know one great place most people go for legal services - the internet. Figure out how to get seen on the internet and start working at it. Like I told the guy I met yesterday, anyone can do it, but it takes a lot of hard work. But that should be okay, because that's what's going to separate you from everyone else.

Another idea - hold a seminar. Invite your friends and talk about what you do in an interesting way. I've given presentations on how to deal with the cops. I put some funny videos in, tell them about myself, and answer questions afterward. Get everyone's contact information at the presentation, and then tell them you'll be giving another one in two months and if they know anyone that might appreciate it they should let them know about it.

Getting clients is only hard because we feel safe doing what everyone else does. Branch out, be creative, and do what other people aren't. Next thing you know, the clients will be rolling in.