Performlaw Blogs

For a law firm to sustain or improve its flow of business in the current legal marketplace, it must implement a solid marketing plan and follow it with consistency. In previous marketing articles, we have shared ways that individual lawyers and entire law firms can develop strategic and tactical marketing plans. We have discussed the best tools and activities to incorporate into these marketing plans and how to leverage automation to improve a marketing system’s performance.

Market segmentation and buyer personas help attorneys and firms to identify target segments and ideal clients. In getting these factors right, your law firm can influence client attitudes about your brand. Also with this knowledge, your law firm can determine which marketing activities are most effective and enable more efficient use of marketing time and money .

A buyer person is not a description of an existing client. Rather, it is the characterization of an ideal client. What are the goals and challenges of your ideal client? What is the best way to communicate with this person? By understanding the primary concerns and objectives of your potential clients, you can customize a marketing message that truly resonates with them.

The marketing of legal services is often viewed as being vastly different from the marketing of other businesses. Some consider legal marketing so unique and full of nuance that it transcends marketing best practices and disciplines.

In this final post discussing the various elements that make up a law firm’s marketing mix, we discuss the following marketing channels:

- Organizational Membership

- Event Attendance

Having discussed what a marketing mix is and why it is important for each law firm to develop their own mix, we continue to discuss the various elements involved in building a firm's brand equity. This post will discuss the purpose of and details involved in considering the following marketing channels into a firm's mix:  

• Advertising
• Speaking engagements
• Article publishing
• Newsletters