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Your best marketing methods

New solo here. My practice is growing but I'm looking to exp solosoon06/03/15
Direct in-person handshaking and meet-and-greet. Find an ind guyingorillasuit06/03/15
Excellent advice. Thank you! solosoon06/03/15
GIGS nailed it. Start by defining your niche. Like GIGS said hanssolo1306/03/15
Thanks for the advice. You mentioned outside general counsel solosoon06/09/15
Hold CLEs for other industries on a legal related topic. Inv typ306/09/15
I found that Tigershark Studios is definitely worth a look. ggold08/28/18
solosoon (Jun 3, 2015 - 11:03 am)

New solo here. My practice is growing but I'm looking to expand my marketing efforts. Clients are primarily small businesses. For anyone with similar clients, what do you find is the best way to reach them? What has been the best bang for the buck?

I've had some positive results with Google Adwords but nothing earth shattering.

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guyingorillasuit (Jun 3, 2015 - 11:11 am)

Direct in-person handshaking and meet-and-greet. Find an industry you prefer to cater to - something more specific than "small business". For instance, if your clients are going to be small to midsize restaurants, join the Greater Cleveland Restaurant Association, go to every one of their meetings, advertise in their newsletter, etc. Hold free seminars on "how to hire restaurant staff without getting into trouble with the immigration authorities", "how to survive wage-and-hour audits", and other topics relevant to the industry.

When networking with other attorneys, market yourself as someone who understands the restaurant industry, and has experience in it. Do not market yourself as a "small business attorney" - that is a sign that you do not know who your clients are. At most, you could say "I work with a variety of small businesses, but most of my clients tend to be restaurants, since I have specific food industry experience." There are a million people trying to market as "small business attorneys". Become a "restaurant attorney" instead.

After a few years, you will have build a reputation. Restaurant owners will recommend you as a resource. Other attorneys will send you their restaurant clients. Everyone wants to be able to refer to a specialist, not a generalist.

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solosoon (Jun 3, 2015 - 11:17 am)

Excellent advice. Thank you!

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hanssolo13 (Jun 3, 2015 - 8:52 pm)

GIGS nailed it. Start by defining your niche. Like GIGS said, small-midsize restaurants might be a great niche. Maybe you are outside general counsel to restaurants or you just want to provide advice in a limited area, but I would market your expertise in that one niche. I have started really honing in on both the client demographic niche and legal niche (I think you have to consider the two as separate niches), and I've really found a lot of success.

The other effective marketing method is referrals, whether from existing clients or other attorneys. Once both know that you are the guy to call for food/safety audits by the state health board, its just a matter of time until the phone starts ringing.

Don't do Google AdWords for anything business-law related. Your clientele is not likely looking for an attorney using those avenues. Clients who are business owners tend to get advice from people they already know or they find someone through a conference/seminar. At least this has been my experience.

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solosoon (Jun 9, 2015 - 7:55 am)

Thanks for the advice. You mentioned outside general counsel. Have you had luck marketing your practice that way?

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typ3 (Jun 9, 2015 - 10:00 am)

Hold CLEs for other industries on a legal related topic. Invite the HR goons and others that require CLE credits annually to keep certification, chiropractors, physicians etc. Market yourself as the guru in those certain areas, even if you are only really bullsh*tting for a presentation. Profit.

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ggold (Aug 28, 2018 - 6:15 pm)

I found that Tigershark Studios is definitely worth a look. They offer all aspects of law firm marketing. They also do celebrity endorsed TV Ads. I know they market for every type of law, give them a call if your legal marketing needs some help.

https://tigersharkstudios.com/

I highly recommend them to any law firm.

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