There is no substitute for self-promotion. This is a propitious time for a consultation. It is vital at this point for the firm members to provide the consultant with accurate information. Good consultants, just like good lawyers, are discreet and will protect the firm's confidentiality. Plan Your marketing activities should be outlined in the initial consultation and be part of a comprehensive plan which outlines the growth and services of your firm.
Effective marketing involves research, segmentation, positioning, implementation and measurement.
Begin with research and continue with a periodic assessment of your clients. Then, use this information to segment your areas of practice to target specific demographic groups. Once you've identified your target audience, find a distinctive quality about your firm to position in the minds of potential clients. In-house seminars, training sessions and internal newsletters are methods which your firm can use to educate its staff about expectations with respect to marketing, client service and business development. External Marketing External Marketing consists primarily of programs to communicate the firm's capabilities and its position in the marketplace.