Five Law Firm Marketing Tips to Help You Finish the Year Strong

2018 will be here before you know it. I hope that 2017 has been a great year for you so far—but it’s not over yet! It can be easy to lose focus this time of year, so I’d encourage you to block out distractions and finish the year on a strong note, as well as lay the foundation for an even better New Year.

Here are five practical tips to help you do that.

1. Host a Holiday Event

Host a networking or educational event in your office or at an outside venue. Invite clients, past clients, referral sources, colleagues, friends. Provide value for attendees—consider bringing in an outside speaker, or giving a presentation yourself. This is a great opportunity to harness the energy that is present this time of year, and it’s an effective way to increase your credibility and your visibility across your network.

2. Check in With Current and Past Clients

Make a list of your best clients—current and past. Then, devote an afternoon to check in with them on the phone. Ask them how their year has gone, and if there’s anything else you can take off their plate before the year ends. This is a great way to generate new engagements, and even the clients who don’t need work done will appreciate that you took the time to check in with them.

3. Launch Your Email Newsletter

An email newsletter is your “secret weapon” when it comes to generating referrals. Your newsletter allows you to create touch-points with your entire network each month (or even more frequently, depending on how often you send it out). I’ve said this many times, but it’s worth saying again: Every single lawyer should have an email newsletter. If you’re not convinced, here’s an article where we break it down even further. The bottom line is that if you don’t have an email newsletter, you’re missing out on business, so take action right now and make it happen. Let us know if you’d like our help!

4. Commit to Writing at Least One Blog Post Per Month

Blog content on your website is so valuable. It’s an effective way to demonstrate your expertise, and engage visitors to your website at the same time. We suggest that you focus on practical information for your target clients—provide practical information, answer their questions, share tips, etc. If you’re not sure where to begin, check out this blog entry.

5. Create (or Update) Your Video FAQ Library

Video is one of the best ways to establish trust with potential clients. We recommend that lawyers create an “FAQ Library” on their website—a series of 30-60 second videos addressing common questions and concerns raised by prospective clients. If you practice family law, for example, you could include videos like “How is Child Custody Determined in [Your State]” or “How Can I Protect My Kids During the Divorce Process?” These videos should be natural, conversational, and unscripted. Here’s a good example from one of our clients. Video is a great way to educate, engage, and build rapport with potential clients. It’s also something that you can create once and then reap the benefits from for years to come. So make some time this month to create your FAQ library—and let us know if you’d like our help!

The end of the year is right around the corner. But don’t lose focus! Let’s finish 2017 on a high note and set the stage for an even better New Year!

About Daniel Decker

Daniel Decker
Daniel Decker is one of the two founding partners at Spotlight Branding. He is passionate about marketing strategy, copy writing, and strategic planning. In his spare time, Daniel enjoys playing sports, guitar, local and national politics, and following Minnesota sports. You can find him on Twitter @DanielJDecker.

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