Your Mission Statement and Practice Description, along with analysis of your Competition, Market Share and Pricing, should be part of your overall business plan. This information will be groundwork for the specific marketing decisions you make about what you want your marketing to achieve, how much you can spend and the timeframe in which you want to accomplish it.
Your marketing plan is simply the details of who your potential clients are and how, where, when and why you intend to tell them about your firm and its services. It can include advertising, public relations, membership in trade or civic organizations, website and other Internet-based activities. Basically, anything that puts your firm in a position to generate new business from your target audience is marketing.
It’s also important to remember that states, as well as the American Bar Association, have ethics and marketing guidelines. Ignore these at your peril. The last thing you want to do is risk a disciplinary action as a result of sloppy marketing practices.
There are many different – and effective – ways to market your practice, limited only by the time, personnel, and money you have to throw at them. To help sift through these options, start with your existing client base and consider how they became your clients. If what you’re doing now worked to bring them into the fold, it will work on prospects with a similar demographic profile.
Congratulations, you’re already marketing!
Posted by jeff 
