Law Firms Should Look to Marketers as Rainmakers

Small and mid-sized law firms around the nation are faced with the proverbial question – what comes first the chicken or the egg? In the case of marketing, many firms are learning that marketing needs to come before client acquisition and investing in quality marketing is key. The competition among lawyers and law firms is too severe to view marketing as a luxury.

Small and mid-sized law firms need to invest in marketing and view their marketing firm as their primary rainmaker. The right marketing firm will bring clients into a firm through a multi-faceted approach.

Marketing for law firms should include: Internet marketing, local marketing including advertisements, networking, seminars and public relations among other forms of marketing. With a marketing firm focusing on their area expertise and the attorneys focusing on their area or areas of expertise success comes much easier.

Internet marketing for attorneys is vital. Many small and mid-sized law firms are realizing that they do not need websites with all the bells and whistles. A clean, professional website that is seen by their target audience is much more effective than a state-of-the-art website that is seen by no one. The best marketing firms are having law firms spend less on website development and more on Internet marketing.

Internet marketing is much more than search engine optimization and pay-per-click campaigns. The top marketing firms are also working with clients on webinars, optimized press releases, podcasts, social networking and more.

In addition to a comprehensive Internet marketing campaign, marketing firms are using an integrated approach that focus on branding and targeting specific markets and populations. While the lawyers focus on practicing law the marketing firms are researching local opportunities to bring clients into the firm ranging from local ads in publications and church bulletins, to opportunities to be interviewed on the latest legal news.

Optimized press releases and e-zine articles are a great way for lawyers to show expertise in a particular area, while the marketing firm stays on top of what the law firm can and can not say (for example, few marketing firms know they should not use the term “expert” to refer to lawyers in most areas of practice).

The best marketing firms, whether local or not, can also plan and execute highly effective seminars and social events to expand the firm’s client base. The key is the marketing firm maximizing the law firm’s return on investment – the measure of a truly great rainmaker.

The highly competitive legal industry requires firms to invest in high quality marketing that is specialized, diverse and integrated. The top marketing firms are offering this unique approach to small and mid-sized law firms around the nation.