The internet has given law firms a vast array of new ways to raise their profile and market their services, including search engine optimization, pay-per-click, retargeting and digital ads. But many law firms still make little, if any, use out of one of the most effective and inexpensive ways to stay in touch with clients, prospective clients and referral sources: email.
One of the biggest impediments to embarking on a full-throttle marketing plan is the reluctance many lawyers have about tooting their own horn.
I see this more frequently among women lawyers, but it is not exclusively a female problem. Lawyers of both genders have trouble with marketing, especially the part where they have to assert that they’re good at something and ask for business.
Simply put, lots of people find the act of marketing themselves to be icky. But mortgage and tuition payments don’t grow on trees, so if we want to stay solvent, we have to find ways to make marketing less icky.