What sorts of “tools” are available for law firm marketing?
There are mailings, as we’ve already discussed. When you do a mailing, you want to make sure it’s pertinent to your audience so it actually gets read. You may want to do something like a newsletter, say, four times a year with short articles of interest to the people to whom you’re sending it. In newsletters and beyond, you also may want to announce that you’ve moved, or you have a new lawyer working for you. Another tool, which is not necessarily looked at as a tool, is something like sending an article that may be of interest to a client or potential client. It lets them know you’re thinking about them and know of their interests. It adds that personal touch. We’ve also talked about Web sites, and events, and of course the important thing to know your audience, whether they be potential clients or even gatekeepers, who are individuals – such as accountants – whose clients you are interested in. Consultants, of course, can help you. And there are books with further information. Q: Can
