Make the Most of Your Marketing: Focus on a Niche

Marketing is crucial to the success of any business, including law firms. There are many different marketing strategies you can choose to pursue, but to make the most of your marketing, you should focus on a niche.  It’s uncommon knowledge, but a narrow focus enables you to be known broadly.

Niche marketing, or target marketing, has become the most effective form of marketing for attorneys. There is no longer a “general practitioner” when it comes to legal practice, as the legal system has become increasingly complex.

Having some knowledge about many different areas of law isn’t an effective way of operating when it comes to marketing your law firm, as opposed to having a vast amount of knowledge in just a few areas. If you aren’t targeting your marketing toward one focused niche, it’s time to rethink your approach. A targeted marketing campaign will not only increase your client base, but your online presence as well.

Why Choose to Niche Market?

  • An Age of Focused Work: Niche marketing is effective for attorneys, given the nearly unlimited marketing power provided by the internet. Someone in need of legal guidance will seek out the person who is most qualified within a certain field – not someone who is somewhat knowledgeable in many different fields. This is an age of focused work, as the legal industry has become increasingly more complex.
  • You Can Build a Brand for Yourself: Focusing on a niche allows you to build a brand around yourself in a particular field of law. As you become known through focused marketing as an industry leader in your particular field, you gain more recognition, bringing you more business.
  • It’s Cost Effective: Focusing your marketing on one target market is much more cost effective than a scatter-shot approach. Not only will branding yourself in a specific niche increase your referral rates, but it will also help you build your reputation in a much less costly manner than trying to market the many different practice areas about which you may be knowledgeable.

Choosing a Niche

  • What Type of Law Interests You Most? If you’re happy doing a particular type of work, you’re more likely to do that work very well. When choosing to focus on a particular legal niche, keep in mind which type of law interests you the most – not necessarily the one that is perceived to make the most money or have the biggest market today. If you’re working in a field of law that you enjoy, you will be more likely to want to dive deeper.  As you share that deep knowledge with others, you become more recognized for your work.
  • Who is Your Ideal Client? Here’s another question you should ask yourself before picking a niche: “Who is my ideal client?” Do you prefer working with families with special situations? With business owners of small family owned service businesses? Knowing the type of client with whom you enjoy working, or to whom you could target your marketing, can help make the decision easier. 

Establishing Yourself as a Thought Leader

There are many different ways you can establish yourself as a leader in your legal niche, especially with the marketing power the internet offers to attorneys. Below are just a few ways you can build your brand within your legal niche:

  • Blogging: Blogging is one of the best ways to build your brand as a thought leader. By writing blogs that are focused on your niche and showcasing your knowledge on topics pertaining to that niche, people will come to recognize you for your depth of knowledge. Interacting with other attorneys about your field of law via their blogs, or having links to your own blogs posted on other sites, can also help you gain recognition.
  • Focused Networking: You may have found that more often than not, networking events are unfruitful; however, if you focus on a particular legal niche, this can help you find networking groups that will be more effective for you.
  • Speaking Engagements: By focusing on a niche and becoming a leader in that particular field, you can continue building your brand through speaking engagements. Preparing a signature talk that you can present will also help build your reputation.

Note: Choosing a niche and establishing yourself as a leader in your field is an effective marketing technique for lawyers; however, you MUST keep in mind that it is unethical to use the term “expert” when marketing unless acceptable to ABA Model Rule 7.4 Communication of Fields of Practice and Specialization.

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