Relaunch: How to Market Your Old Law Firm Like You Just Opened It

It’s a well-known fact that attorneys don’t spend enough effort staying in touch with clients and referral sources.  Updates are substantive and never personal.  Of course, that’s a problem — because much of modern marketing is executing on an omnichannel plan and staying relevant by staying in touch.

So, if your law firm is really bad about keeping in touch with clients and referrals sources, why not pretend like you just started your law firm?  Reannounce yourself to the world, then use that as the launching pad for a consistent marketing program.

So, what would you do if you were reopening a law firm, say, 10 years in?

Glad you asked; here are three options:

  1. Collect the fullest contact list you can (former and existing clients, referral sources and colleagues, friends and family), and send out an email about your practice.  Reorient people into what you do, and deliver a call to action.  What do you want interested parties to do?  Next: Think about how to extend that content marketing approach . . . How can you deliver quality information to your list every month?
  2. Rebrand as if you’re branding your law firm for the first . . . which you probably are.  C’mon, you know you want to.  At the very least, create a new logo.  You know you’re logo is boring.  Embrace the opportunity.  Start to build a brand, and use that as a touchpoint to construct a more meaningful client experience.
  3. Engage a new opportunity outside of your comfort zone.  In other words, get hungry again.  When you started your law practice, you’d take every opportunity to market yourself that you could.  You were more experimental.  But, you’ve gotten away from that.  So, take on some of the challenges that a startup would.  Join a new networking group.  Heck, start a new networking group!  Leave the Snickers behind, and get raw.

. . .

If you need to restart your marketing efforts, we can help.

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.

To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.

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