Business Law Attorney Marketing
Business law covers of wide range activities required by corporations, partnerships and other business entities. Activities such as forming corporations, overseeing equity financing, commercial loan transactions, mergers/acquisitions, and business tax planning and succession issues are some of the tasks undertaken by the business law attorney. Marketing strategies need to identify potential clients in need of business law services as well as continuously marketing additional services to existing clients.
Online Marketing Resources
1. Establish Your Authority: Start a blog that answers clients’ most immediate questions. For example, “Is a corporation or a partnership better for my business?” or “What are the advantages of equity financing versus issuing bonds or obtaining commercial loans?” By answering their questions you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” targeting questions specific to business law.
2. Offer a Webinar: This is merely a digital version of the old free-client seminar. Potential topics could include: the advantages/disadvantages of a limited partnership, or potential reasons for considering a merger or acquisition. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars.
3. Become a News Source: Use your blog and website to advise potential and existing clients, of corporate news, awards received by your practice, relevant court decisions and changing areas of the law. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business.
4. Marketing via SEO and PPC: In short, SEO practices help identify your content to search engine visitors looking for your specific information or keywords. Pay-per-click advertising is the business of purchasing ads that appear to visitors who search these specific keywords. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
5. Increase your Internet exposure with listings in Martindale.com, Lawyers.com, and Attorneys.com.
6. Obtain a free local business listing on a search engine such as Google.
General Legal Marketing Resources
1. Advertise where your potential clients are. Yellow pages, newspapers, and business magazines each reach their own niches.
2. Referrals from other attorneys, clients, and companies that you transact business with.
3. Obtain listings in attorney business directories such as Martindale-Hubbell.
4. Join and attend community business organizations such as the Rotary Club, the Chamber of Commerce etc. to expand your business contacts.
