There are many ways to market to a niche audience. The trick is to find the right channels for your particular niche. The best way to do this is to really understand your potential customers, as Jaime Field explains in this ABA GPSolo article: A niche practice is not only financially rewarding, but can also be personally rewarding. When determining which niche you want to serve, it`s important to consider the work you legitimately enjoy doing. To stay motivated, author Daniel Pink suggests finding a niche that`s worthwhile. In other words, it`s better to find internal motivation rather than external sources (like a big bag of money). Once you think you`ve identified your legal niche (or niches), you should test to see if your idea gets picked up. Set up a quick PPC campaign, do some social media marketing, and write a few blog posts on niche topics to see if they get traction. But don`t overdo it – for example: instead of redesigning your entire website, create a few unique landing pages that focus on your newly discovered areas of expertise. Network with other lawyers in your niche of choice to get advice and learn more about their experiences. Use these tips to fine-tune your strategy to attract customers to get you started.
BF: “Jack of all trades, master none” is one of those sayings that are not entirely correlated in the legal world. If you are a client capable of needing legal advice or assistance, you will probably want to choose someone who is a “master” of their craft. In our law firm, we are masters of estate planning. When it is time for a client to choose their lawyer, they want to choose someone who has dedicated their career to the area of law they need help with. Is your company ready to tackle a niche market? Law As a Business (LAB) Services has the marketing tools your business needs to succeed and can help you respond to emerging trends in the legal industry. We work with older law and estate planning firms on all aspects of marketing for your business. Finding the right niche can take some time. If you choose one niche but find that it`s not what you like or isn`t economically feasible, try another niche. Here are some things to keep in mind: How will you make yourself visible and stand out in the industry niche? There are many things you could consider. The most effective way is to give you opportunities for continuous contact, for example: BF: There`s a saying: “Riches are in niches.” In today`s landscape, education, credibility/reputation, and expertise are what make you hire.
Marketing efforts with a niche firm tend to focus more on positioning lawyers as experts in their field and focusing on markets that can benefit them the most. Creating content that positions the law firm/lawyer as an expert is more at the center of niche legal practices. Once you`ve built a niche in good faith, make sure your network knows exactly what kind of work you`re pursuing. Share some short case studies that present concrete examples. An easy way to do this is to write a “SPARK story.” For your recent niche problems, share the situation, the customer`s problem, your approach, the outcome and when to keep an eye out for similar opportunities. To take an example from my own legal marketing niche (retirement), a SPARK story would be: First, take the time to research domains to make sure they`re worth your investment. I remember a lawyer who wanted to pursue a niche of trademark issues related to T-shirts. Unfortunately, there were no clothing manufacturers in his city. Here are some considerations for you: “Wealth is in niches, as the saying goes,” said TenHoor, who has placed lawyers in areas such as medical device approval, drug manufacturing compliance and medical records confidentiality. “These lawyers thrive because they are known to be the go-to people in their field.” Whether you`re thinking about it or already in the process, building a lucrative law firm is possible, and with the help of a strong team by your side, the possibilities are endless. If you want to develop and market a thriving legal niche without headaches, we`re here to help. Another recommendation from speakers is to create a client profile for your niche practice.
This profile will help you choose the right niche(s) for your needs and will also guide all your marketing and customer service decisions. In addition to the monetary benefits of choosing a niche, it can also bring intrinsic benefits. Keep spending your time where your customers are. Avoid general legal training for industry events in your niche and volunteer with trade associations that expand your network of prospects. RH: When I launched Radiance IP Law in 2016, we marketed our services in the form of trademarks, copyrights and commercial agreements. At the end of 2019/beginning of 2020, we started marketing ourselves as a trademark law firm. Our sales doubled this year and continued to increase significantly. As they say, wealth is in niches. Of course, the trick to finding the right answers to these questions is to make sure you`ve identified what you want your company`s brand to be, and then take steps to effectively share that information.
For tips, check out this Attorney at Work article on branding for small law firms. It`s packed with great ideas from experts on how to make your small law firm stand out by creating an effective brand for your niche market. Radiance Hall (HR): A niche law firm focuses on a specific field of business or industry. The advice of these speakers should be obvious, but it`s still important to emphasize the importance of making sure you actually enjoy practicing the areas of law you want to focus on.