The biggest issue that small firms face is creating a brand that gets wide enough visibility to cause significant growth. A simple definition of brand recognition is how well known your name is in the marketplace.The biggest issue that small firms face is creating a brand that gets wide enough visibility to cause significant growth.
Having clients that like you enough to refer your services isn’t enough. If every client you’ve had sent one person to you, it still wouldn’t translate into a substantial increase. Some assume networking is the solution. The problem with this is that you and your team can only have face-to-face interactions with so many people, and only a small percentage of those meetings will result in new clients.
Chances are, you don’t have an unlimited budget for advertising. The good news is, you don’t need to spend a lot in order to enhance your brand recognition. You can use what you already have.
Each member of your team has valuable expertise that they can put to work in order to draw attention to your brand, though they may need some convincing!
Here are some examples of how you can build your brand recognition by using the assets you already have at your disposal:
Giving speeches.Look for opportunities for members of your team who have expertise in a certain area to speak at conferences or conventions.
Write a blog. These law firm blogs should be SEO and aimed at bringing in new clients, of course. If you have people in your firm who have different specialties, have them each write about what they know. If your firm is more general, approach scenarios and situations from varying angles.
Create an executive guide. This can generate new leads for your firm by setting yourself up as an authority on a topic or specialty area.
Do research studies. You’ll not only gain valuable information, but you’ll also be growing your reputation as a leader in your field.
Write books. Writing books adds credibility to your firm, as well as generating positive PR buzz. Much like the blog writing, tap into the expertise of the people who are on your team.
What Not To Do
Those these strategies are common, they typically don’t provide the value that you’re looking for.
Here are some techniques that should be minimized or done away with altogether:
Sponsorships. You may get a little bit of visibility from it, but it won’t last long and won’t make a lasting difference.
Print advertising. If you have an enormous budget for advertising, you may make some headway. Typically, a smaller firm won’t have that kind of capital and the leads generated from print ads don’t perform well. You should rather go for online marketing option.
Trade shows. These usually aren’t worth the time and money that you have to invest in order to be involved. There is one caveat, however. If you or a member of your team are speaking, presenting, or sitting on a discussion panel, it may be a good move because these can have a positive effect on the growth of your brand recognition.
Tap into the potential that you already have in your law firm. Use the expertise that’s there to get your name out there in ways that really work.