Yesterday, I said your marketing should be focused mostly (or exclusively) on attracting people who are already looking for an attorney, or looking for information about their problem and the available solutions.
How do you do this? How do you help prospective clients find you so you don’t have to find them?
Here are five simple and effective ways to do that:
- Set up one or more websites with search-engine friendly content. When someone looks for an attorney, or looks for information, they find your site. When they visit, they see content that helps them understand their situation and their options, and learn how you can help them. If they’re not ready to hire you, they should be encouraged to sign up for your email list to get more information (which allows you to stay in touch with them).
- Create free or paid content–books, reports, videos, audios, etc.–that provide solutions and demonstrate your expertise. Distribute paid content via bookstores. Distribute free content via other people’s newsletters and blogs and via social sharing.
- Make yourself available for interviews and/or to write guest posts on websites frequented by your ideal client.
- Advertise your services and/or your free or paid content in your local or niche markets.
- Build a small army of clients and professionals and other “friends of the firm” who know how to recognize your ideal client, how you can help them, and the best way to refer them.
To learn how to create a website that attracts prospective clients, get this. To learn how to get more referrals from your clients, get this. To learn how to get more referrals from lawyers and other professionals, get this.