KLA Marketing Associates was voted among the top public relations agency by the readers of the New Jersey Law Journal as part of the American Legal Media’s publication’s “Best of 2017” readers’ survey.
Taking that first step, requires the greatest commitment. Once you do, the rest will flow.
As a lawyer who has likely not had professional training on how to build a prosperous business, it is important to understand that it is a process.
A dichotomy: Lawyers are trained to rely upon precedent, on what has occurred before, while market dominance is built upon asserting leadership. Too often, these two diametrically opposed thought patterns collide.
Many solo lawyers and law firms still do not recognize the benefits of market leadership. Advising lawyers on the requisite steps we must take to help them achieve their business goals, we frequently hear the question “what is xxxx law firm doing?” as if our clients should follow (and/or copy) any lawyer or law firm in their marketing approach.
The stats are staggering. Law firms continue to implode and partners are splitting off to start their own ventures. These events have caused smaller law firms to encounter more competitors than ever before. Big law partners are becoming small firms’ worst nightmare.
As we have emphasized repeatedly, the foundation of KLA Marketing’s philosophy is that of our Secret Sauce: "The consistent, persistent, massive amounts of action over a prolonged period of time." A key factor in developing and delivering effective messages to your audience on an ongoing basis is to have a master marketing plan providing your team with an effective road map. As you implement your plan, monitoring its success is imperative, and revising that plan as needed is always necessary.
In these competitive times, law firms, large and small, should develop and implement a solid marketing plan and budget as key to effective business growth. Large firms typically have something that looks like a budget but is often not aligned with a strategic firm marketing plan, even is such a thing exists.
In addition to the mantra myth “do great work and the clients will come”, our experience working with attorneys from first-years to long-standing veterans, “I don’t have the time to market” presents itself as the primary reason for a lack of an individual’s on-going business development program. Here are a couple of tactics to consider to initiate a BD program for yourself that will prove effective over time:
Actually, this subject should have been discussed during your interview process and certainly during your orientation after you joined the firm. However, if you question whether your firm does support your growing a book of business, ask yourself these questions: