Trying to spread the word about your law firm locally? You can do more than just a cheesy TV ad. Here are the best ways to promote your law firm locally and gain visibility in your community.
1. Give away freebies
Reach out to people and businesses within your community and offer free resources. This could mean putting complementary information leaflets or 'how to guides' into local people's mailboxes or providing them to local companies. Some businesses may willingly keep your leaflets in their business location so that clients can pick up a copy. In the front of your guides make sure you list clearly and in large font your law firm's name, address and website.
2. Provide pro bono local work
Referrals are an excellent source of business for small law firms. By offering your services free of charge to well-known businesses, community centers and influencers in your neighborhood you can develop not only a rapport with leaders but establish yourself as a trustworthy figure with some of the most important local figures in your area. This will help you to build your network as word of mouth travels fast and in turn this will enable you to create useful connections.
3. Place paid ads in specialized local publications
If advertising is done effectively it can generate business. However it is important not to spend lots of capital on tasteless, mass advertising. You only need a small budget to start, as long as you advertise wisely. Depending on your specialty, choose a targeted outlet that appeals only to those people in your niche area. For example if your field of expertise is business law then find a local trade publication that focuses on your neighborhood retailers.
4. Referral promotion system
Encourage your existing clients to refer you to others by offering discounts or other freebees if they send you new customers. Ask your clients to take your business card to give to their acquaintances or place them in their business if they have a location where they can promote you.
5. Reach out to the local press
Contact the local press and offer your skills as a commentator on any lawsuits for which they want quotes or advice on interpreting litigation to reporters. You can contact producers at local radio stations, who are often receptive to brief spots which offer practical advice or news commentary from experts. Make sure that in return for your services your name and law firm's name is clearly indicated.
6. Get active in a local trade association
You can find out which local trade associations are popular by asking your current clients what meetings they go to. Trade associations can give you the opportunity to get in front of a room full of people who can possibly hire you. You can volunteer and help out so that you can
get on the board of directors to further increase your visibility and outreach.
