The Best Low-Cost Marketing Options For Lawyers

No matter what area of law or in what niche you practice, paying clients are the key. Sure you can sit behind your desk and pray to be discovered.  Or, you can relent to the prospect of paid (expensive) advertising options the greatly lower what you take home. But, we all know that the best source of new clients does not come from those pay-to-play options. Referral-based or networking is the best method for obtaining paying clients. It is taking the time to share that works best. To optimize that process of obtaining clients in this way, in building an effective referral network, here are the best options for you to consider:

1.    Speaking Events. Everyone is looking for speakers with knowledge of a given area from Toastmasters, to the various animal clubs (as we call organizations like the Lions Club and Kiwanis Club), to trade groups, and to bar associations.

2.    Teaching. I have an attorney that I work with that offers courses in his primary practice areas at the local learning annex, YMCAs and the like. I know attorneys that hold free courses in their office. Often only a handful of people show up to any one course, but these people are looking for legal services of the kind presented.

3.    Volunteering. If you feel passionate about what you do in life, then you need to volunteer. First, your efforts are needed. Second, it is a great for of networking.

4.    Blogging And Social Networking. This includes listservs. If you want to be known as an expert or authority in a field of law, this is one of the easiest and cheapest ways of getting this known.

5.    Press Releases. Let newspapers, magazines, blogs, trade journals and the like know what you are doing, how you are doing, and the accolades you receive in the process. These have a cumulative effect over time.

6.    Source Letters.  Okay, in this day and age it is probably best to call them "source emails", but you get the point. This is where you contact media people and explain to them how you can serve their media organization as a source for future spots, articles, blog posts, and the like.

7.    Writing Articles. This can also involve writing a blog posts, or presenting video. The point, however, is not to be self-promoting, but to showcase your knowledge and legal services.

8.    Mingling. Do not just sit on your butt at seminars, CLE, or other organizational meetings. Get out and mingle, meet and greet. Let the other participants know who you are, what you do, and how you can help.

Comments

[Gerry Oginski]

Chuck,

I would add video marketing to your list as a separate option, and not just as a sub-heading of writing articles. If you learn how to create video well, and understand what content to create, in my opinion, creating educational video that positions you as the knowledgeable source, is the best way to communicate with your potential clients.

Video sets you apart from all your colleagues and competitors and importantly, allows your online viewers to form a bond with you that you cannot get from any other source of marketing or advertising currently available, short of that person actually walking in your door.

I do agree that the options you list are excellent and will help any attorney begin their marketing journey to stand out from the crowd; especially those on a limited budget.

Thanks for the list.

Gerry