Marketing, a vital aspect of any business, holds equal significance in the legal profession. While some attorneys may initially have reservations about marketing, it’s crucial to recognize its role in fostering the growth and expansion of law practice. It’s natural to be concerned about appearing too assertive or compromising on ethics. However, these apprehensions can be effectively addressed with well-considered and positive marketing strategies. Let’s collaborate to develop marketing plans that will alleviate these concerns and pave the way for your legal practice to flourish!
This article aims to delve into why attorneys may feel hesitant about marketing. More importantly, to provide a range of marketing options tailored explicitly for attorneys who may not be fond of traditional marketing approaches.
Why Do Attorneys Dislike Marketing?
There are several reasons why attorneys may have a distaste for marketing. One of the main reasons is that they believe advertising their services is unprofessional or unethical. This belief is based on the idea that advertising is a form of solicitation, which is prohibited by the American Bar Association (ABA) Model Rules of Professional Conduct.
However, the reality is that the ABA rules allow for advertising as long as it is not false or misleading. Furthermore, the ABA has recognized the importance of marketing and has even established guidelines for attorney advertising.
Another reason why attorneys may dislike marketing is because they see it as a waste of time and resources. They may believe their reputation and referral network are enough to sustain their practice. However, in today’s digital age, having an online presence is crucial to attracting new clients.
Options for Marketing for Attorneys Who Don’t Like Marketing
If you are an attorney who dislikes marketing, don’t worry. There are several options available to you that can help you promote your practice without feeling like you are “selling” yourself.
Content marketing
Content marketing is a strategy that involves creating valuable and relevant content that attracts and engages your target audience. As an attorney, you can create blog posts, articles, videos, and social media posts that provide information and insights on legal topics your potential clients may be interested in.
By creating helpful content, you can establish yourself as an expert in your field and build trust with your audience. Moreover, it can increase website traffic, social media engagement, and new clients.
Referral marketing
Referral marketing is a strategy that involves leveraging your existing network of clients, colleagues, and other professionals to generate new business. You can ask satisfied clients for referrals or partner with professionals in complementary fields, such as financial advisors or accountants, to cross-promote each other’s services.
Overall, by building strong relationships and providing excellent service, you can tap into your network to generate new business without engaging in traditional marketing tactics.
Speaking engagements
Speaking engagements are a great way to showcase your expertise and establish yourself as a thought leader. You can participate in panels, seminars, and conferences to share your insights on legal topics and connect with potential clients.
By speaking in front of a captive audience, you can build credibility and trust with your audience, leading to new business opportunities.
Online directories
Online directories like Avvo and Martindale-Hubbell can help you increase your online visibility and attract new clients. These directories allow you to create a profile that showcases your experience, education, and credentials, making it easier for potential clients to find you.
Overall, by optimizing your profile and including relevant keywords, you can increase your chances of appearing at the top of search results and attracting new clients.
In Conclusion
Marketing may not be your favorite part of being an attorney, but it is necessary to grow your practice. By leveraging strategies like content marketing, referral marketing, speaking engagements, and online directories, you can promote your services without feeling like you are “selling” yourself.
Furthermore, the key to successful marketing is to provide value to your audience and build trust and credibility with your potential clients. Overall, doing this can attract new clients and grow your practice without compromising your ethical standards or professional reputation.
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