What Are the Best Tips for Law Firm Marketing?

Lawyer marketing can be understood as making it easier for the parties to find the right lawyers, so that the lawyers can decently obtain more sources of cases; and then, with the parties' interaction, benign control of the quality of the case or the quality of the work; Pursue individual justice to achieve fairness and justice in the society, obtain the most satisfactory results for customers with the most economical input in non-litigation business, and ultimately realize customer value.

Lawyer marketing

According to Robert W Denny, "Marketing of legal services is the effective implementation of all activities that profitably improve the firm's business level by serving the needs and requirements of clients."

According to Donhkin: "Marketing does include advertising, public speaking, social networking, customer relations, and other activities. But these activities are just some of the tools used to achieve marketing. At its core is a process of analyzing, setting and implementing strategic goals. "

Christopher G. Gilson, Linda C. Cawley, and William R. Schmidt argue that any marketing campaign, including Two steps:

The first step is to identify and confirm the target market of the firm (enterprise) service items or products, or specific consumer groups.

According to Robert Danny, "Legal services

Lawyer marketing is profitable for marketing purposes

Spending money is an inevitable expense for lawyers' marketing. It is impossible to do marketing without spending money, but spending money itself is not the ultimate goal of lawyers marketing. If hundreds of thousands or even millions of advertisements are paid every year after they are put on the market, no lawyer or law firm will do such a stupid thing. The marketing of a lawyer, of course, hopes to maximize the benefits. If you don't spend money to make money, the best pie in the sky, but that is probably a daydream. But it is entirely possible to spend less money on big things and make big money. But not all lawyers or law firms can make money. The failure of the lawyer's marketing to cause the law firm to fail is not groundless. Marketing, how to make money, at least not to lose money, this requires careful planning when making marketing plans. Most Chinese lawyers or law firms do not like to make a thorough marketing plan before marketing. Some lawyers or law firms are at a loss when they see the success of others, no matter what advertisements, no matter how much money they spend, they can do it with a slap in the head. After I did this, I did nt see immediate benefits. I regretted it immediately, so I stopped immediately. This unnecessary waste of money is distressing. Making money is the last word. To make money, you must learn to make marketing plans. Before making a marketing plan, it's best to do a market survey. See which form is the best, that form costs less, and that form has a large return. Without careful analysis and research, it is difficult to get an accurate answer. TV commercials often cost huge sums. Online advertising is relatively inexpensive. Inflatable ads tend to cost relatively much, and classified ads cost less.

Lawyer marketing is target market specific

The target clients to which the lawyer's marketing is directed are by no means general and popular, but limited and specific. If the marketing of lawyers without boundaries is done, it will only hurt the people and hurt their money. Redsmiths, a law firm based in Pittsburgh, advertised in the well-known aviation magazine American Airlines and was successful. The law firm targets corporate clients. In the marketing plan, the company's directors and managers are the main targets of their advertising, and the business scope is set on intellectual property and international business. The financial and material resources of a lawyer or law firm are obviously limited, but the vast market is unlimited. Most lawyers or law firms have their own professional orientation and cannot be omnipotent, covering all legal service markets. If you do nt study the target customers when you make your marketing plan, you will be targeted, and the result of advertising will be a fiasco. Imagine what would happen if a lawyer or law firm specializing in intellectual property business advertises in Women's Life magazine. The particles are not collected, I am afraid it is certain.

Lawyer marketing has a diversity of marketing methods

At present, the popular lawyer marketing methods in China include TV broadcast marketing, newspaper and magazine marketing, online marketing, celebrity lawsuit marketing, public interest litigation marketing, book marketing, seminar marketing, and so on. Lawyers' marketing methods can be said to be varied and varied. But these are obviously only pure marketing methods. The real lawyer marketing activities should be infiltrated into all the activities of lawyers, including every action and every word. A warm and elegant conversation with the neighbor on the plane, which later became his own customer. After a polite seat, the traveler found that he was holding a copy of "Lawyer China" in his hand, so he asked for a business card, and it was strange that he had a few new clients. In an excellent speech in the court, the audience was shocked, and the people attending the event went to the law firm to find their own case. Who can say that these are not lawyers marketing themselves? Who can say that this is not successful marketing?

Lawyer marketing has a forward-looking marketing strategy

The marketing of lawyers is divided into steps, time and objects. In the early stages of development, consider how you can do what you can to do your own marketing. After a certain initial accumulation, how to do marketing. After the large-scale development, how to design the marketing of lawyers. Lawyers or law firms must formulate three-year plans and five-year plans for themselves. You ca nt just pull your head down and look at the road. The planning of a lawyer or a law firm must not be too short and cannot be changed from day to day. It can't be too long, the society is changing rapidly, and the strategic plan formulated is too long, which may be impractical and practical. Be sure to establish base areas, and then develop new areas. You must not smash the mallet, develop new customers, lose old customers, and finally regret it. When formulating a marketing plan, on the one hand, we must take into account our current professional expertise, and make forward-looking forecasts based on market development, and make timely adjustments to our tailoring.

Information release and promotion

Publish relevant website promotion information on websites that other potential users may visit, and use the opportunity of users to obtain information on these websites to achieve the purpose of website promotion. The websites that are suitable for these information releases include online yellow pages, classified ads, forums, blog sites , Supply and demand information platform, industry website, etc. Information release is one of the common methods for free website promotion.

Email promotion

E-mail is the main website promotion method. Commonly used methods include electronic publications, member newsletters, e-mail advertisements of professional service providers, and so on. Email marketing based on user permissions is different from spam. Licensed marketing has obvious advantages over traditional promotion methods or unauthorized email marketing. For example, it can reduce the nuisance of advertising to users and increase the accuracy of potential customer positioning. Degree, strengthen relationship with customers, improve brand loyalty, etc.

Cooperative Promotion of Resources

Through website exchange links, exchange of advertisements, content cooperation, user resource cooperation, etc., to achieve the purpose of mutual promotion between similar target websites, the most commonly used resource cooperation method is the website link strategy, using the website visits between partners Cooperation in resources promotes each other.

Each corporate website can have its own resources, which can be expressed as a certain amount of visits, registered user information, valuable content and functions, online advertising space, etc. Use the website's resources to cooperate with partners to achieve resources The purpose of sharing and jointly expanding income. Among these forms of resource cooperation, exchanging links is the simplest form of cooperation, and surveys have shown that it is also one of the effective ways to promote new websites. Exchange links, or reciprocal links, are simple forms of cooperation between websites that have certain complementary advantages, that is, placing the logo or website name of each other's website on their own website and setting a hyperlink to the other website, so that users can access the website from the partner. Found their own website to achieve the purpose of promoting each other. The role of the exchange link is mainly manifested in several aspects: gaining traffic, increasing the user's impression when browsing, adding advantages in search engine rankings, and increasing visitor credibility through referrals from partner websites. Exchanging links has a deeper meaning than whether direct results can be achieved. Generally speaking, every website tends to link to other websites with high value, so obtaining links to other websites also means gaining partnerships with a partner and a Recognition of similar websites in the field.

seo forum search engine promotion

Search engine promotion refers to the use of search engines, classified directories and other online tools with online retrieval information to carry out website promotion methods. Because the basic forms of search engines can be divided into web spider search engines (referred to as search engines) and search engines based on manual classification directories (referred to as classified directories), the forms of search engine promotion also have search engine-based methods and The method of categorizing the catalog includes the former in search engine optimization, keyword advertising, fixed ranking, and content-based advertising, and the latter is mainly for website login in the appropriate category of the catalog. With the further development and change of search engine forms, there have been other forms of search engines, but most of them are based on these two forms.

Search engine promotion methods can be divided into many different forms, common ones are: login to the free category directory, login to the paid category directory, search engine optimization, keyword advertising, keyword bidding ranking, web content targeted advertising, and so on.

From the current development trend, the position of search engines in online marketing is still important, and is being recognized by more and more companies. The methods of search engine marketing are also constantly evolving. Therefore, search engine marketing should be selected according to changes in the environment. The right way.

Quick URL promotion

That is, a method of reasonably utilizing a network real name, a general website address, and other similar keyword website shortcut access methods to implement website promotion. Quick URLs use natural language and website URLs to establish their correspondences. This provides great convenience for users who are accustomed to using Chinese. Users only need to enter a quick URL that is easier to remember than an English URL to access the website. Use your own language or other simple words to "replace" a website with a more memorable and easier to reflect brand image, such as choosing a company name or trademark, and the name of a major product as a Chinese website. The shortcomings of publicity, because it has a certain value in website promotion. With the increase in the number of registered quick URLs for enterprises, the user data of these quick URLs can also be equivalent to a search engine. In this way, when a user searches using a certain keyword, even if it is not consistent with the Chinese URL registered on a certain website, there are also users Discovered opportunities.

Challenges Facing the Implementation of the "Lawyer Marketing" Concept

First, as far as lawyers are concerned, the implementation of the "lawyer marketing" concept seems to be a romantic and fantasy-filled argument for a considerable number of lawyers. A more realistic situation is that solving the problem of subsistence and survival is still a top priority, and a considerable number of lawyers have no time to take more care of the needs and realization of personal social values. For the time being, they ca nt take on more missionary and preaching. The role of "Puji" cannot yet be dedicated to pursuing justice and maintaining justice. In the eyes of some people, they are more often classified as "merchant" or "for-profit", and use their own legal knowledge and legal skills to trade with the interests of customers and even with money. What they think about the most is how to compete for more case sources and litigation business, how to compete for more legal advisory units, expand their clientele, and increase income levels. Even if it is a legal advisory unit, lawyers actually focus on the litigation business unit, rather than trying to meet the legal needs of clients. Their focus is on personal economic interests rather than the legal consumption needs of customers and society. In a word, they consider more immediate interests than long-term interests of the society, so they cannot pay too much attention to the legal needs of guiding, digging, developing, and even innovating customers and society. Their pursuit, perspective, conditions, and energy , Financial resources, and pressure to bear are not allowed to stand taller, look farther, think broader, and accept the "lawyer marketing" concept from the bottom of their hearts.

Second, as far as law firms are concerned, the promotion of lawyer marketing currently seems to be a conceptual emphasis and idealistic pursuit for a considerable number of law firms . The reality is that under the operating modes of partnerships and royalty systems, the larger the scale is, the stronger the centrifugal force is. The partners or lawyers often have different faces and hearts, and some even dig each other's feet, evil The source of the case, the attack on each other, the lack of internal identity and belonging, it is difficult to carry out professional division of labor, coordinate and coordinate, and then it is difficult to form a "community of destiny" and a common pursuit of value. Correspondingly, it is also difficult for law firms to form effective and viable operating strategies, to build a common cultural soil, and to lack brand awareness. Even the managers of law firms are often too tired to deal with various matters, painstakingly maintain and support the basic operations of the whole firm; affected by the mechanism and system, because they lack relatively sufficient human, material and energy aspects It is also difficult to coordinate the investigation and research, market planning and guidance, standardization, excavation, and creation of legal consumer demand for customers, as well as the inability to innovate service models and service skills. Generally speaking, the business operations of law firms are more centered on me, starting from existing and existing legal skills and legal knowledge, waiting for customers instead of starting from meeting the legal needs of clients. It is more pragmatic to pursue The "lawyer marketing" concept, not the "lawyer marketing" concept.

Third, as far as the lawyer industry is concerned, a comprehensive overview of the guidance and management content issued by lawyers associations and administrative departments of lawyers at all levels and localities has a general tendency to emphasize that lawyers should be duty-based. It is manifested in: Emphasizing the unity of the rights and obligations of practicing lawyers, but focusing on the obligation; emphasizing the unity of the practice norms and the autonomy of the practice, but focusing on the norms; emphasizing the protection of the parties' legitimate interests The unity of safeguarding the national rule of law and the survival rights of practicing lawyers, but the focus is on safeguarding the legitimate rights and interests of the parties and the rule of law of the state; Uphold public rights; etc. In short, the degree of emphasis on lawyers or law firms as the subject of social and market responsibility is far more than that of being the subject of rights, emphasizing the responsibility and obligation of lawyers rather than the rights. Against this background, on a macro level, while the lawyer industry has assumed excessive responsibilities, obligations, standards, and dedications, in addition to market development and market leadership, in addition to emphasizing its own business and moral standards In addition to emphasizing the standard practice, they have even neglected the market research of lawyers' practice and the comprehensive use and promotion of various active and effective market instruments. Flexible application of concepts, modes, means, and operating skills with strong humanistic characteristics and social development trends. In addition, apart from the spontaneous and sporadic discussions of individual practice institutions, the industry also does not have corresponding specialized institutions to undertake related functions such as research and promotion, which actually affects the development of the lawyer's business market and the specific process of the rule of law. Law enforcement.

Fourth, as far as society is concerned, the current legal consumption demand has not yet been summoned, and the implementation of the "lawyer marketing" concept still lacks due space and suitable soil. Main manifestations: Affected by traditional ideas and customary forces, people still rely more on administrative means, economic means or hidden rules to solve problems. They often seek too much for flexible handling and human operation instead of seeking standardized solutions. Legal authority has not yet been established ; The legalization space for the retention of lawyers by the government or the authority is generally small, the social role of lawyers is far from being exerted, and the social value of lawyers has not been generally recognized. In the minds of many people, lawyers often plan with lawsuit Equal sign; the autonomous and free marketing space reserved by the competent department for the lawyer industry is too small, and the formation of the popularity of lawyers and law firms relies more on the approval and hype of the administrative department, which actually depreciated to a greater or lesser extent. Expansion space for "lawyer marketing"; the general awareness of the legal system of citizens is still weak, and the awareness of market subjects to use, live, and make good use of the law has not yet been firmly established; adapt to the trend of economic globalization, integration, and standardization, according to law, law and lawyer The universality, urgency, and synchronization requirements of services have not received due attention; etc.

Fourteen methods of lawyer marketing

1.News marketing

2. Blog marketing

3. Weibo marketing

4.Database marketing

5, QQ group marketing

6.Email marketing

7.sns marketing

Event marketing

9. Personal website construction

10.Event marketing

11. Academic marketing