July 15, 2019

July 15, 2019

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The 6 Keys to Effective Legal Marketing

Successful legal marketing programs can be boiled down to six key components; maximizing your expertise at each of these will enable you to build the law firm you’ve always wanted and one that will enable you to lead the kind of life you want. 

Here are those six keys:

marketing strategy

Expert Positioning: Media and Market Specialization. To differentiate yourself from your competitors, you should develop an expertise and begin positioning yourself as that recognized expert, by using the media (online and offline) and by targeting a specific practice niche.

Create Your Success Team. Every successful attorney recognizes the importance of having a quality team that supports their success. You should consider who you need on your team, how to find them, and how to train them to help you grow and prosper.

Automate Your Marketing System. To free up your time and your staff’s time and to ensure that your marketing is ongoing, it’s important to automate all that you can through the use of technology and the Internet.

Building Your Platform. Your “platform” is the number of people you communicate with on a regular basis (prospects, clients, and referrals sources). There are several proven methods for increasing the size of both.

Referral Relationships and Networking. There are several different strategies to find referral sources and a process for actively cultivating those resources.

Action Orientation. Knowledge without action is just knowledge -- nice to have, but ineffective in helping you achieve that lifestyle law practice you desire. So you need to put this knowledge into action and the sooner, the better.

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About this Author

Stephen Fairley legal marketing expert, law office management

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.