You can be a jack-of-all-trades or a master of one. You can spend your time competing with hundreds of other lawyers for the same clients, or you can position yourself as the foremost expert in your particular legal niche. Which of these options sounds like a better use of your time and money? Mastering a legal niche market and marketing yourself as an expert is a sure way to grow your practice, but it takes work.
There are seven steps you should take when positioning yourself as an expert in a legal niche:
Develop Niche Expertise
In this step, you develop your expertise in your chosen niche. As a practicing attorney, you have experience that can be interpreted as expertise in a variety of niches. You simply need to assess your skills and work experience with your chosen niche firmly in mind. To further develop your expertise, you should start dedicating at least thirty minutes per day expanding your knowledge of your chosen niche.
Become a Legal Expert
This step may involve becoming a member of a niche specific organization, assisting another attorney on a niche specific case, or asking for introductions from other attorneys in your community. You are beginning to position yourself as a recognizable face in a niche. Publishing articles online and in legal publications is also an excellent way to begin to position yourself as an expert.
Keep Tabs on Your Niche
The internet makes this step easy. It’s easy to use Google or another news service to setup a niche specific newsfeed. If you want to be viewed as an expert by your clients, you will be expected to know everything about what’s going on in your niche.
Narrow Down Your Niche
Don’t focus on an area of law. Focus on how the area of law applies to a certain industry. Your potential clients may not know what area of law they need, but they certainly know who they are and what they need within their own industry. Market to clients by being industry specific.
Find Those Who Dominate Your Niche and Develop a Relationship
This is networking and relationship building. As an attorney, you know how valuable that is. When marketing yourself as a legal expert in a niche, you need to identify the key figures in your niche and befriend them, or at least become acquainted with them. You are who you associate with. If you associate with movers and shakers, you must be a mover and shaker yourself.
Hit the Trade Shows
It is time to mingle with your niche and get your face out there. For many niches, this means trade shows. Nowhere else will you have your entire target market under one roof. This is the perfect opportunity to use the relationships you forged in the previous step to become known and establish your brand.
Keep At It
Rome was not built in a day, and your brand will not be either. Establishing a brand takes time and persistence. Each handshake, each word, and each success is one more brick in the monolith that is your brand.
Marketing for a Law Practice can be complicated, and niche marketing is just one facet. To discover more about my proven Law Firm Marketing Systems and receive my Free Law Firm Online Marketing Report, fill out the contact form found on this page, and I’ll send the report to you right away!