In the day and age of the internet and social media, direct mail marketing still has its place at law firms. However, a lot of time and money can be wasted if a law firm makes certain marketing mistakes. Consider these tips for direct mail marketing:
- Don’t forget your clients. Some law offices are so focused on gaining new business that they forget their true “bread and butter”—the clients who have already put money in their pockets. Remember your clients’ birthdays, anniversaries and other special dates by sending them mail that they will appreciate.
- Compile a strong, accurate mailing list. Spend the amount of time needed up front to make certain that the addresses are accurate. Run your database through the NCOA (National Change of Address) list. In legal marketing, your direct mailing list should be your market, not just another way of reaching your market.
- Review your law firm direct mail history. What have you done before? What has worked and what hasn’t? Don’t repeat strategies that bring you nothing in return.
- Get your information state bar approved. The information you print and send to potential clients in the mail must be state bar approved.
- Don’t forget “take-aways.” Clients and prospective clients still enjoy calendars, magnets and other trinkets that they are able to keep rather than toss.
- Don’t underestimate postcards. Postcards are a great way to avoid envelopes and for your prospective clients to see what you are advertising immediately when they receive it in the mail.
- Be careful what you focus on. You do not need to focus on every aspect of the lawyer but rather the benefits the firm can bring to prospective clients.
For more tips on marketing for your law firm, check out “10 Tips for Marketing Your Legal Office.”
For professional advice on how digital marketing can benefit your specific firm, contact the legal marketing experts at SEO Legal today.
