In today’s hyper-competitive and fast-changing legal landscape, it’s never been more important to market your law practice.
But it’s easy to fall into some common traps – especially if you’re a solo or small firm lawyer.
For example: you might think you lack the money or resources to market effectively. Or you confuse marketing with advertising. Or you convince yourself you’re too busy running your firm to devote time to growing it.
These are all “thinking” traps that will stagnate your practice and sap your energy. The way out is to change your thinking. This starts by understanding that the best marketing – particularly for small firms – doesn’t have to cost a penny or require breaking a sweat.
The next step is to have a strategy.
Simply rebooting your website, throwing money randomly at pay-per-click campaigns, or buying billboard space won’t cut it. What you need is a strategic plan.
Your 2022 Law Firm Marketing Plan
To that end, Alta Pro is pleased to bring you the 2022 Law Firm Marketing Plan. It contains 52 simple and easy-to-implement Marketing Practice Pointers – most of which are absolutely free – divided into four categories:
- Current Clients
- Referral Sources
- Networking and Business Development
- Using Technology
How to Use the 2022 Law Firm Marketing Plan
Focus on one category in each quarter of the year. Tackle one Marketing Practice Pointer a week. Involve your whole team. Kick it off in your weekly staff meeting, then keep it top of mind all week.
Be sure to take notes of all actions taken and outcomes observed. Be specific. You need a clear record – made in real time – of what worked and what didn’t.
End of each quarter: briefly review the prior quarter’s activity, then move on to the next quarter’s emphasis.
End of the year: hold a mini-retreat with your team – either in-person or virtually – to recap and assess the prior year’s marketing efforts. What were the results: positive, negative, neutral? Too soon to tell? Make adjustments to your plan as needed, then proceed to an even better 2023!
A caveat: these 52 Marketing Practice Pointers are proven winners. But every law practice is different, just as every town and state are different. What goes over like gangbusters in Green Bay may fall flat in Fort Worth. Be creative. Tweak the tips – and come up with your own – to suit your unique practice needs.
And a reminder: law firm marketing is a process, not an event. Your strategic plan should be dynamic, flexible and responsive to the realities on the ground.
So let’s get started, shall we? Click here for your marketing to-do list for Q1 2022.
Few areas of the law are changing more rapidly than Cannabis Law. Legal and ethical issues regarding marijuana (medical and adult-use), hemp and CBD touch on practically every area of the law: from litigation and contracts, to licensing and zoning, to business formation and insurance. Having a working knowledge of the basics is essential. Plan now to attend the free, one-hour, live CLE webinar “Basics of Cannabis Law: Chapter One” on March 30, 2022 at 12 noon CST. This webinar features two of the most experienced, knowledgeable and impactful lawyers in the U.S. on cannabis law: Lisa L. Pittman, chair of the American Bar Association Cannabis Law & Policy Committee, whose pioneering efforts led the ABA to formally embrace this emerging practice area; and Khurshid Khoja, chair of the National Cannabis Industry Association, the country’s oldest and largest cannabis trade organization. The course will highlight key substantive topics, address ethical concerns, offer best practices for risk management, and identify ethical concerns. It will also give you online links and key resources for your continuing education. This free, one-hour webinar is the latest in Alta Pro’s ongoing series of cutting-edge CLE programs. Register here.