Establishing your niche: How lawyers can separate themselves from the competition
In an increasingly competitive legal business space, law firms need to leverage any point of difference they can muster, and perhaps the best starting off point is niche marketing. By diligently focusing on a specific segment or practice area, may prove to be advantageous when a client is looking for a specific area of law and for a firm that can deal with their matter appropriately. So if your practice is looking to get into niche marketing, here are some tips that may assist with your efforts.
Pay attention to the details
The law is constantly evolving and legal practitioners are required to stay on top of any developments in their area of practice and specialisation. Outside of legislative developments, law society and industry specific publications are great places to start, not to mention newspapers, subject specific blogs, and social media platforms are also good repositories for information. Obviously, for the time short lawyer, the question is: 'How can I find the opportunity to stay on top of the various changes?' Using RSS readers and taking advantage of various social media dashboards can give up a leg up in keeping up-to-date with the latest news. Additionally, setting up a Google Alert for your specific niche can also help with keeping abreast of the latest developments.
Social media is your friend
Never has there been a period where cheap and effective marketing tools are at your disposal. The explosion of social media allows lawyers to get their message across to a wider audience that wasn't possible five to 10 years ago. The general public crave information, especially anything with a legal bent because the law can often be difficult to unwrap for anyone who doesn't have a legal background. Therefore, if your firm isn't on the blogosphere, get started now! If your firm does indeed make the decision to start a blog, it's in your best interests to cut out the legalese and try to reduce complex legal ideas in a manner that is easy for the average person to understand.
Once your blog has gotten off the ground, now it's time to take advantage of Facebook, Twitter and Google+. Many people will be surprised at the reach that the various social media platforms offer, and although there may not always be tangible feedback, you can be assured if your content is compelling and authoritative - you will find an audience. Additionally, journalists and media organisations are all prolific users of the various social media platforms and are always looking for experts in the various legal fields. So here is your chance to make your law firm shine.
A niche within a niche
If your firm has built up a specific brand and wishes to establish a niche independent of the wider firm, one option may be to create another standalone website that is solely focused on a particular segment. The additional benefit of taking this approach is that it allows you to make a determination of whether or not the particular strategy works, and is worth the investment.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.