As we enter the second half of 2021 in a new post-pandemic normal, law firms have an unprecedented opportunity to ramp up their marketing and business development efforts. The pandemic kept attorneys home, closing off typical avenues to develop business through in-person events, meetings and networking. However, the extreme circumstances gave rise to entirely new virtual tactics. Now that the world is opening up again, law firms are more keenly focused on developing new business and growing their practices. And they have more ways than ever before to capitalize on this moment by leveraging both in-person and virtual marketing tactics.
Have a Plan
For the past year and a half, marketing was largely a seat-of-the-pants affair. While there is always room for flexibility and improvisation in marketing, now is a good time to revisit—or create for the first time—your marketing plans: a plan for the firm, for each practice area and, most importantly, for each attorney. All the plans should be in sync, ensuring that everyone in your firm is marching in the same general direction. A key part of practice and induvial plans should be a focus on specific clients and prospects. For each current client, consider their needs, how you can better serve them, and ways you can broaden and deepen the relationship. For prospects, too, consider what their needs are and how you are particularly suited to address them.