Law Business Essentials

Before you jump in, you may want to consider the area of law you prefer to practice in and the characteristics of your preferred client. Marketing offers an opportunity to highlight your preferred practice area and direct focus on the services you offer to your preferred client.  

Consider your target audience for each marketing activity. Is the marketing activity targeted at brand new clients (outward facing), clients who have scheduled an initial meeting, or at your current or past clients? Perhaps it’s targeted at your referral sources – your neighbours, colleagues or community. There may or may not be some overlap between these groups.  

Consider your marketing budget. This might change over time, but in the beginning your budget may be more modest. Give careful thought to this aspect before committing. There are numerous companies that specialize in marketing, including digital marketing. If you have the budget for it, you may consider hiring a specialist for this important aspect of your business.   

Be authentic and choose marketing activities that you are comfortable with. If you are not comfortable with the activity at the beginning, it is unlikely you’ll grow more comfortable with it as time goes on. Pass over those options that are not appealing to you and find ways to market your services in ways that are. Authenticity is crucial to success.  

Consider your timelines. You may wish to embark on a few different marketing activities. Give some thought to the time required for each and be realistic with your goals. You will not be able to accomplish all of your marketing endeavours immediately.  

Consider appointing someone to monitor marketing efforts. Whether you are creating a website or choose to be active on social media, it is best to choose a consistent person to monitor and address any issues that may arise. If you choose social media as an avenue, it would be best if someone is responsible for keeping your account(s) active and up to date. Whoever assists you should also become familiar with the parameters set out in Ethical and Effective Advertising.