Dark Horse: Big Time Marketing Strategies for Small Firms

Big firms may seem unassailable, in terms of how they market their businesses.  They just have tons of money!  If you’re a small firm attorney, how can you even compete, with the bags of cash, that those big law firms would be able to leverage.  Well, don’t give up: because there are some cracks in that armor. 

 

The thing is: big law firms tend to do similar things, in terms of how they market their businesses.  And, a lot of that is based on SEO – such that they’re paying digital marketing agencies lots of money to rank in search.  However, that’s not the only way to market a law practice.  So, what can you do to find alternative methods to market your small law firm – looking in the places that larger law firms are not? 



Here are a few: 

 

-Personalized content marketing strategies.  Big firms tend to reduce the importance of the individual, in favor of the brand, as a whole.  As a small firm attorney, you can focus more on marketing yourself, in a personal and authentic way.  That way, you can seem more approachable to your potential clients and referral sources. 

 

-Drop some social media ads.  Since most big law firms focus heavily on traditional SEO, that means that they’re not spending as much of their budget on social media ads.  So, maybe test out a LinkedIn or Facebook advertisement, and focus on that, for a time – to see how it goes.  (You know, any marketing strategy, at first blush, is an experiment – so, you need to see the results of those experiments.) 

 

-Start publishing short form content.  Because big law firms don’t focus on authentic, personalized content, you can start generating that content in short video form – which is probably the most impactful, personalized marketing you can do.  Just post the content to start with, and work to grow your audience.  You may end up going viral, if you play your cards right, without any kind of additional paid advertising. 

 

Now, that’s not an exhaustive list; and, these are just three ideas that you can build on.  But, it’s always been an effective marketing strategy, to experiment with less competitive marketing ventures, to see if one pops. 

 

. . . 

 
Wanna chat about obscure marketing strategies?  Sure you do!  Just reach out. 

Through a unique partnership between the bar association and Jared Correia's Red Cave Law Firm Consulting, National Creditors' Bar Association members have access to experienced law practice management consultants at a special discount rate.

To get started, visit Red Cave's NCBA landing page, and start running your law practice like a business.

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