is in order . Ask yourself : “ If my mother were involved in a catastrophic accident today , would I want my firm to represent her ?” If you wouldn ’ t honestly feel comfortable with your law firm representing your mother and her best interests in a serious automobile accident , then fixing this problem is your first step .
2 . Provide Excellent Client Service : Many big cases are signed as direct result of recommendations by a family or friend . If you want to increase your chances of signing more big cases , then make sure your law firm is providing excellent client service- with the professionalism , empathy , and contact that communicates genuine care for each and every client .
3 . Establish a robust referral marketing strategy : There is no substitute for Referral based marketing . Time and again , it yields real results . It ’ s easy for lawyers to assume that buying leads is the secret to law firm growth , but the time , energy , and effort you spend in referral marketing will produce a tremendous ROI and increase the likelihood that you will sign more big cases . When the stakes are high , people look to their friends and family for recommendations and guidance . Create top of mind awareness with your existing and prior clients so that when any of their friends or family need a lawyer , your firm ’ s name immediately comes to mind . Use systematic marketing strategies such as
* sending out birthday cards , and anniversary cards marking the date their case was settled ,
* sending out hard copy and / or digital newsletters monthly or bimonthly
* sending out hand-written thank you notes whenever you receive a referral
* placing stickers on every piece of outgoing mail that says : “ We love referrals .” * Add “ We love referrals ” to your email taglines * Host a Client Appreciation Cookout , Carnival , or Party
4 . Leverage the 80 / 20 Rule to Create a Strategic Marketing Plan : The 80 / 20 Rule , also known as the Pareto Principle , is a well-established business concept built around the idea that 80 % of all outcomes results from 20 % of inputs . Applying the 80 / 20 rule to law firm cases means that theoretically 80 % of your firm ’ s revenue are coming from approximately 20 % of our cases . If you want to sign more big cases , then you must strategically evaluate where your firm ’ s biggest cases have come from .
• Demographics : Start by going back 2-3 years and pulling the data from all your largest fee cases to date . Examine the demographics of your past big cases closely . Note the clients ’ age , gender , race , education , and the type of job the client had . This will enable you to build out a profile of your firm ’ s ideal client .
• Platforms : Think about how you will reach this group with your firm ’ s messaging . Use the demographics you compile to help you shape a marketing strategy designed to reach this 20 %. Ask yourself what social media platforms they are likely to use , what shows they watch , and what their interests might be ; What questions or concerns are they likely to have that you can answer in your firm ’ s marketing content . You are more likely to hit a target with your firm ’ s marketing efforts once you can clearly visualize the bullseye .
• Case Classification : Identify the types of cases that have generated your highest fees . Were they automobile accidents ? Med-mal cases ? Nursing home cases ? Dog-bits ? Premises liability ? If they were mostly auto accidents , then look more closely to determine the type of accidents involved : Were they trucking accidents ? motorcycle accidents ? Examine the types of injuries sustained . Were they traumatic brain injury cases ? surgical cases ? herniated disc cases ?
• Craft a Marketing Plan with Strategies aimed to get more of the types of cases that have already brought your firm success in the past . If you find that your biggest cases were dog bite cases , then create a marketing strategy to get more dog bite cases . If thy were TBI ’ s then create a strategy to get more traumatic brin injury cases . If they were trucking cases , then craft a plan to sign more of these specifically identified cases .
If you want to sign more of a particular type of case , then your job is to create a strong marketing plain aimed accordingly . Your marketing messaging should be designed to reach this specific demographic with content that speaks to them on platforms and in places where they will be . A strong and targeted marketing plan should encompass both grass roots marketing efforts as well as a litany of digital marketing strategies all aimed at the goal of reaching this specific demographic and signing more of these specific types of cases . Create content , videos , LSA ’ s and social media posts targeting these particular potential clients . Use SEO strategies geared to this messaging and these demographics . Craft content that answers the questions that keep this specific group of individuals up at night . Leverage content-based videos pushed out on all the relevant social media platforms that answers their questions or concerns . Become the digital “ authority ” on these specific types of cases . Offer a free e-book that gives them helpful information . Bring in a community professional and interview them online . The
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