The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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There are a number of things you simply cannot know too much about; that certainly applies to learning law firm marketing strategies to attract your Ideal Target Market (ITM).  The more law firm marketing techniques you are familiar with, the more you can use to attract the most qualified clients.

Many legal professionals skip this critical first step in their law firm marketing plan and then wonder why they are not successful.    It is simple to understand why they may fail; if you don’t know who you are most likely to sell to, how can you expect to sell anything?   Some attorneys feel the process of identifying ITM is just too time-consuming.   The process does not have to be overly time-consuming; not if you follow professional (proven successful) law firm marketing advice.

Utilize these law firm marketing strategies when setting out to attract your ITM:

1. Don’t overlook the obvious; use referrals to your advantage.  Ask existing clients, family, friends and business partners to refer potential clients whom they feel can benefit from your services.
2. Develop and implement public presentations to reach your ITM.  Law firm marketing techniques which include conducting specific seminars/workshops will attract those companies or individuals who are interested in what you have to offer – your ITM.
3. Become an expert in law firm marketing; use public relations to reach your ITM via news or magazine articles and through television interviews.

Employing these three critical law firm marketing strategies will attract the ITM which will lead you to profitable clients and to increased business development at a surprising rate.