One of the most critical, yet overlooked, elements of a successful lawyer marketing program is the client list. Many attorneys are spending huge sums of money on traditional media such as television, radio and Yellow Pages advertising, casting a wide net in hopes of attracting new clients.
While these approaches can reach large audiences, the return on investment (ROI) is typically the lowest they will find. Worse yet, many lawyers aren't even sure what kind of ROI they are receiving with mass media because they either don't track the results or they have trouble tracking the results.
Where should attorneys focus more of their marketing dollars? On their in-house list. Why? Because their best cases are going to come from referrals and the best referrals will come from their in-house lists. I've seen this again and again in the 10+ years that I have helped attorneys with their marketing.
Every lawyer should have a list of previous and current clients. But they should also have a list of key local professionals that they know and trust. Some examples might be their florist, auto mechanic, tailor, real estate agent, etc. They should all be added to the list. Attorneys should continually focus on building and cultivating their in-house list.
The next key is communicating with that list - regularly and consistently. Attorneys should strive to connect with their in-house list at least once a month through a variety of marketing touches, including newsletters, postcards, advertising specialty items, e-mails, and other methods.
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