Response to Your Legal Marketing

Copyright (c) 2010 Benjamin Glass

The goal of your legal marketing campaign is to draw attention to your law firm and legal practice to gain new clients through your lawyer advertising. Legal marketing is a two-way street: just as your clients need to respond to your various legal marketing strategies, you must acknowledge that you are just as interested in them.

That being said, one of the biggest reasons inexperienced lawyers fail at their lawyer advertising is that they don't pay enough attention to the response they give to clients who are responding to their legal marketing. Just as there is no magic fix for your lawyer advertising needs, you need to put continued effort into your legal marketing so it continues to generate new client leads.

If They Ask For More, Give It to Them

One of the main strategies I employ in my legal marketing tips is that you need to make your client want to raise their hand and ask you for more information. I do this through offering my books, CDs and guides as additional information to address their legal needs. All they need to do is fill out a simple form requesting additional information.

For digital materials like e-books or PDF guides, simply put your legal marketing management software in gear. Because these forms are processed through your website, they should feed directly into your database software, and the software should be programmed to automatically e-mail out the requested materials. This requires no effort on your part once you get the system set up.

Physical materials are a bit trickier, but still made easy with good client database software. You can set your software to auto-generate mailing address labels for sending your physical information packages to interested clients. However you get the materials to them is up to you - just make sure you're doing it in a timely manner.

Potential clients aren't usually only contacting one lawyer for more information; they're contacting at least 2 or 3, sometimes dozens depending on how picky they are. Make sure that you're responding as promptly as possible, and then follow up to that initial response in a week or so. Keeping on a client's radar is important to gaining their business.

Responding to Legal Marketing on the Internet

The Internet is a ripe orchard of opportunity for legal marketing. One of the strongest assets of lawyer advertising is your blog. Not only is it a great forum for you to be a little more yourself, but your blog also allows for some great one-on-one client interaction.

You can use your blog to introduce your opinion on topical legal issues that may be currently affecting your clients. By giving clients a chance to respond directly to you in a public forum such as a blog comment thread, you show that you aren't afraid to discuss your position. It helps establish you as a source of confidence and knowledge in your practice areas, because you're willing to discuss your legal opinions in public rather than sit back and mutter under your breath.

An Eye for an Eye

Remember that your clients are doing you the first honor of responding to your lawyer advertising. They've shown their interest, and they're expecting you to do the same. Whether it's an envelope containing your latest legal seminar on CD, or a friendly, "Thanks for your comment on my blog. You know, I'm also heading up a letter writing campaign for..." sort of reply on a blog comment, you need to show your clients you care just as much as they do when it comes to establishing a client-attorney relationship.