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Bar News - March 18, 2011

10 Essential Tools for Marketing Success

Marketing a law firm can be a daunting endeavor. Social media and the Internet have changed the traditional marketing efforts that have reigned supreme for years. Thatís why the NH Bar Association hosted a free program, Ten Essential Tools for Marketing Success, last month at the Bar Center.

The Law Practice Management Brown Bag Lunch program, led by David Deziel, of Nebesek Marketing and Communication, gave members a short list of tips and tricks to help jumpstart their marketing efforts.

Here are five ideas Deziel presented:

1. Find Your Strategic Position
Who is your target client? What does he/she care about? Why should he/she choose you? These questions and more should be answered in your strategic positioning outline, a one-to-two-page document that outlines who you are as an attorney, your strengths, philosophy, style and approach. Take your time creating the document, says Deziel, because this is the platform upon which ALL your marketing is based.

2. Create a Website!
Not having a website in todayís market, Deziel says, is absolutely unacceptable. Even if itís just a single HTML page with your photo and contact information, you should have a presence on the Web. Thatís because potential clients these days are skipping the yellow pages and going straight to Google.

3. Social Media: Work Smart, not Hard
Social media is not a one-size-fits-all world, says Deziel. There are many techniques for leveraging the new technology that are appropriate for many different types of businesses. For attorneys, Deziel recommends joining LinkedIn groups affiliated with the area in which you practice. For example, if youíre an IP lawyer, join technology, business and investor groups.

4. Develop a Marketing Plan
If you donít know where youíre going, any road will get you there. But youíre running a business and your strategic positioning outline gives you the destination. Creating a marketing plan will help give you the direction. Create a marketing budget and decide what you can afford, where you should place your advertisements, and how long it will take to create and implement. Also consider hiring a marketing consultant or a freelancer with writing and/or design experience to help you.

5. Make a Time Commitment
The most important - and most often neglected - aspect of marketing is making the time to do it. Itís so important, says Deziel, that this item occupies two slots on his top ten list. He suggests setting aside small chunks of time every week Ė as though it were a client meeting Ė to move forward on the prepared marketing plan. This, he says, will ensure that youíre doing everything you can to get your law firm out at the front of the pack.

Visit to learn more about David Deziel. View the entire presentation.

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