Branching off on your own to run a law firm is a thrilling experience. On one hand, it can be liberating to leave an established firm to create your own brand. On the other hand, knowing that everything rests on your shoulders can be overwhelming in the early stages of establishing your business. Whether you started a firm because you wanted a better work-life balance or because you were tired of working for someone else, every firm leader eventually asks themselves: “What can I do to grow my firm and bring in more clients?”
But before you start drafting a plan to expand your firm into new territories or practice new areas of law, it’s important that you don’t fall into the habit of overworking yourself in order to achieve your business goals.
1. Define a legal marketing strategy
You need to devise a legal marketing strategy so you know which aspects of your brand need to be improved to grow your firm and attract new clients. Identifying the most strategic areas to focus on will prevent you from spending too much time tweaking things that don’t really move the needle.
Your legal marketing strategy should outline the specific goals and metrics that need to be tracked to make sure your brand is reaching the right people and conveying a compelling message to the customer base you’re trying to draw in. This means determining if you want to “market” your entire legal team, just yourself as a firm leader, or a specific practice area.
You should also reassess your target audience and ask whether you want more clients in a certain geographic location, from a specific industry or a range of circumstances that people might encounter and need your services.
Next, identify your main competitors and take a close look at how they are marketing themselves. Brainstorm which qualities your firm has that sets you apart from them and will likely connect with the target audience you defined. Take the ideas you came up with during the brainstorming session and create actionable tasks that can be done to showcase why you’re an authority in your area of law.
2. Add legal support and delegate tasks
Adding an administrative assistant or paralegal to your firm is crucial to ensuring you have enough bandwidth to keep up with the most critical tasks on your plate. Plus, you will need more hands on deck to help carry out the marketing strategy you designed.
It takes a substantial amount of time to properly execute and refine a marketing strategy that generates growth and increases revenue. Delegating the time-consuming tasks to someone else who can complete them faster will not only help you avoid wasting valuable time and resources, but it will also free up more time in your day to assess and tweak your branding strategy and the customer experience you are trying to deliver.
If you don’t have extra support focusing on the specific tasks you laid out in your marketing plan and instead, you try to do it all by yourself, then trying to grow your firm will feel like a constant uphill battle. But with the right combination of people working to achieve the goals you have set, you can feel confident your firm is moving in the right direction while you’re focusing on more urgent tasks that will boost profits.