Digital marketing is the future of business development for law firms, taking us into 2021 and beyond. While digital marketing is not new, it is newly urgent due to the coronavirus threat.
It is easy to understand why digital marketing is taking the lead in business development. Just imagine the challenge of attending a networking event where there are no handshakes, everyone is wearing a face covering, and you must stay six feet away from other attendees!
New Client Acquisition: How to Attract More Business
Here are some basic insurance defense marketing steps that your law firm can take to start attracting new panel appointments:
Make sure your website is attractive and up-to-date. A law firm website is the foundation for any type of marketing effort. Pay special attention to attorney bio pages, which are the most heavily trafficked pages on a law firm’s website.
Pick up the pace on LinkedIn marketing, both at the attorney and the law firm levels. Start a company page, build your connections, and get more active in posting news items.
Have a “firm resume” ready to make pitches to more litigation panel members. This should be a visually attractive 8-10 page PDF document that introduces the law firm, your practice areas, and attorneys.
Start an e-newsletter to clients and prospects. This is very effective for client retention and works well to stay “top of mind” with your current revenue sources.
Build a target list of new companies you want to serve. This will help all members of the law firm focus their marketing efforts and avoid conflicts.
We recommend an “ABC” approach to panel counsel business development … “Always be Communicating!”