Use Many and Diverse Tactics in Your Marketing Mix
In addition to Internet marketing, think about incorporating some of these "off-line" methods to help you achieve your marketing objectives:
Direct Mail
The biggest advantage of direct mail is that it allows you to "speak" one-on-one to a targeted audience and then accurately measure the results. Although lawyers use direct mail mainly for sending law firm announcements and brochures, there are other ways to benefit from direct mail. Why not consider mailing a monthly newsletter, new law "update," postcard, client satisfaction survey or free consultation voucher?
Print Advertising
The key to succeeding in print advertising is to immediately grab the reader’s attention and then hold it all the way through the ad. From the all-important headline to the subheading to the body of the ad and the “call to action”- all parts of the ad have to work together. This holds true whether your ads are in the yellow pages, state or local bar publications, newspapers, magazines or even religious and community publications.
Publicity Generation
Whenever you receive publicity through the media, you gain instant credibility. The media acts as your "endorser" when it runs an article about you or quotes you for a story. Before you present anything to the media, make sure your information is timely, fresh and compelling. The best way to communicate with the media is by phone or through a press release. And be prepared to answer the question, "Why is this newsworthy?"
Writing and Speaking
Writing articles and speaking at various functions put you and your law firm in front of a captive audience. The trick is picking the right audience. Focus on people who are in your target market or people who can connect you to your target market. Besides helping you get cases, writing and speaking also establish you as an "expert" in your field, which has great residual benefits.
