10 Steps to an Attorney Marketing Plan

Here are ten easy tips to build an active and effective attorney marketing plan.

Tip #1. Invest in creating and maintaining your client contact database. Time is the major investment in building your client and prospect file; you don’t have to buy any fancy software. A clean, accurate database easily translates into future billable hours. An Excel file will work fine. Note that if you keep your contact file in Microsoft Outlook, it can be difficult to export this critical data.

Tip #2. Ask for permission to call. Don’t be afraid to ask if you can call someone after a meeting to schedule a get together for lunch, breakfast, or coffee. Then do so!

Tip #3. Remember names and places. This is where your database can be a lifesaver. When you meet a new person, jot a few notes on the back of their business card after the event to remind you of items you discussed. Record personal items they might mention (i.e., kids, spouse, or previous employment).

Tip #4. Develop a strategic plan for your referral network. Most lawyers find that referrals from clients, non-competing attorneys, accountants, and bankers can supply a steady stream of qualified leads. Take this one step further and write down your plan. Prepare a timeline for how often you want to meet with your best referral sources. Once every 45-60 days is perfect. Referral sources with less frequent leads can be scheduled for every 3-6 months. Always be on the look-out for new “A” level referral sources.

Tip #5. Stay in touch. It may take at least 5-6 contacts before you warrant a place in your prospect’s memory bank. Don’t take this personally! Everyone is busy, so you need to maintain a reasonably high profile.

Tip #6. Remember to reciprocate when you get a referral. Returning the favor with reciprocal referrals wins extra points, especially when the referral comes from an accountant or fellow attorney. When you get a referral from a client, be sure to express your appreciation.

Tip #7. Thank your referral source. A handwritten note works wonders, or a small but thoughtful gift might be appropriate. (A referral fee is up to the two parties, within ethical guidelines.)

Tip #8. Follow up! It’s true; 90% of success can be just showing up. It takes at least 3-4 contacts before a prospect becomes a client. Most attorneys give up or forget after one contact, leaving a lot of business on the table for their competition.

Tip #9. Write articles in legal and trade publications. A well-written article looks great on your CV and can attract prospects for years to come. Plus, there are lots of ways to market your articles (post to your website, send to clients, include in proposal packages, etc.).

Tip #10. Stay LinkedIn. As you meet new contacts and stay in touch with your existing network, invite everyone to become part of your LinkedIn account. LinkedIn is an easy way to maintain your visibility. (Visit the author on LinkedIn at www.linkedin.com/in/legalexpertconnections.)

Remember, never stop marketing! The author invites your questions and comments.

Legal Marketing Agency for Law Firms

If your law firm is asking how you can get more business, give us a call. We have helped more than 150 law firms in 36 states pursue new business opportunities. We make it our business to identify who you need to contact at corporations, insurance companies, and municipalities to be considered as outside counsel.

Legal Expert Connections, Inc. offers three key benefits to insurance defense law firms nationwide:

  1. We are a leading U.S. legal marketing agency specializing in new business development. We know the outside counsel process and can accelerate your business development efforts by identifying who you need to contact.
  2. You get a structured business development process. We guide your law firm through a proven three-step campaign that brings discipline, focus, and productivity to your marketing efforts.
  3. Increase revenue with professional, Bar-compliant legal marketing campaigns. We do the research to identify prospects, so you can focus your time on the business development process. We have in-depth knowledge of attorney advertising guidelines, and strive to prepare bar-compliant marketing materials.

Contact Margaret Grisdela by phone at 866-417-7025 or via email to discuss a law firm business development campaign for your law firm.

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margaret grisdela

Margaret Grisdela

Legal Expert Connections, Inc.

We’ve helped 125 insurance defense law firms in 25 states with panel counsel campaigns involving Employment Practices Liability, Professional or Premises Liability, Auto, Trucking, Medical Malpractice, Construction Defects and more. Let us do the same for your firm.

Contact Us to Outsource your Law Firm Marketing

Contact Margaret Grisdela by email or phone toll-free at 866-417-7025 to discuss your law firm marketing needs. We will discuss your business development goals, review your current marketing activities, and talk about how Legal Expert Connections, Inc. might be of service to you.

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