Effective employment law marketing requires a range of targeted services
Lawyers often ask me what products and services they can offer their commercial clients as part of an employment law marketing strategy. The answer is varied and depends on the type of clients you want to attract.
Start by describing the type of client you are setting your stall out for and then write a list of the problems they have. If you don’t know the answer to this last question, then you either need to find a new target client or carry out some research because the best products and services are those that solve the problems of your target audience.
If you know your target audience well you will be able to describe the priority issues they face and for which they want to find reliable solutions. Whittle the list down to the top 3 issues and start designing a packaged service based on these priorities.
For example, if you are aiming your services at a niche market such as the leisure industry and your clients in that industry often complain about the issues surrounding casual staff then it is a pretty safe bet that a toolkit that helps them manage casual staff would get their attention! This will be regarded as an added value legal service that goes beyond the obvious services provided by most lawyers and which many commercial clients are looking for these days.
Think about the advice you give in such circumstances and put a Toolkit together based on that advice. You may need to include forms and letters to deal with predictable eventualities. You could offer follow up services that build on the Toolkit and in this way you start to build your employment law marketing product ladder. This will encourage the client to keep buying from you and helps to build an on going relationship.
Tags: Niche Marketing, Legal Marketing techniques, Added Value, Law marketing
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I recently spoke with Lara King of BBC Radio Humberside on the subject of Employment Law. Click on the Play button, above, to hear the interview.