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May 31, 2017 Practice Points

4 Marketing Tips for Solo and Small Firm Lawyers

By Emily J. Kirk

In the article, "5 Marketing Tips for Solo and Small Firm Attorneys," written by Eddy Bermudez and published in the National Law Review, Bermudez states that marketing is the key to growing your firm. Accordingly, he highlights marketing tips that solo and small firm lawyers can implement with little cost and stress.

  • Build a Brand – Although branding takes planning, time, and a clear vision according to Bermudez, it is the best way to increase your firm's business and professionalism. Branding is a way to differentiate yourself from your competitors, and should highlight the services or personal style that is unique to you and your firm. Represent the brand in a firm logo, and use that logo on your firm's website and marketing materials. Keep your message consistent to your brand.
  • Advertise Online – Bermudez states that you must have a good web presence to draw in clients, and you can do this for very little cost. According to Bermudez, social media is one of the easiest ways to advertise. You can also use a Pay Per Click (PPC) service. PPC services host your ad on a website or in their search engine for free, and you pay them a fee every time someone clicks on your ad. Online reviews are another easy and free way to advertise. Finally, creating a free listing in online directories of lawyers can also be an effective way to reach potential clients. (Always remember the ethical rules of advertising which apply online and in social media platforms, too.)
  • Websites and Blogging – Clients are likely to locate your firm online according to Bermudez. A website is like your business card. You should have one and it looks unprofessional if you don't. You should also familiarize yourself with Search Engine Optimization so that your website ranks higher in search engine results. Bermudez states that one of the easiest ways to do this is to blog, which is one of the most effective marketing tools that firms have. A blog connected to your website will draw more people to your site. A blog is also good way to share your knowledge with others, and as you create and share "catchy" content you will increase your visibility online and increase traffic to your website. This will lead to better search engine results. Bermudez recommends that you blog at least once a week.
  • Look at the Numbers – Finally, Bermudez stresses that you have to evaluate your marketing strategies to see what is working and what isn't. Track how many people are reading your blog posts so you know which topics people find interesting. Track which pages of your website people visit the most. Then use that information to improve your strategies and eliminate what isn't working.

Emily J. Kirk is an associate at McCuneWright LLP in St. Louis, Missouri.

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