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To define what it means when we say “support,” what we are talking about is the support from the community, neighborhood, suburb, city, or state. Building this support group means getting a lot of people on board with your law firm and its mission so that you have enthusiastic supporters with the goal of ensuring those people know to recommend your law firm as being the right one for the job when one of their friends, coworkers, or acquaintances says they need a lawyer in their practice area.

Investing in marketing can help law firms identify and grow this group of local supporters to increase their success.

Marketing in Action

Take, for example, CrossFit or being a vegan; these groups of people are extremely enthusiastic about their lifestyles. They advocate for that group, they tell people how great it is, and it starts to create a chain reaction such that they start to know which one of their friends is in CrossFit because they talk about it so much.

CrossFit has an amazing brand that encourages its patrons or subscribers to proselytize how great CrossFit is. You want to have the same effect on your business or law firm, where your former clients are spreading the word, just like their friends who do CrossFit. One way to help with that is by investing in marketing.

People often think marketing means putting out billboards, TV commercials, or radio advertisements to tell people who they are and that they exist. However, marketing can also be applied to having people who already know your business to do the selling – or marketing – for you. This way, it is not just strangers who learn who you are but also the networks of the people who you have already helped spreading the word that you are the right person for the job. Marketing helps encourage and fuel those previous clients or your business relationships to spread the message about how great your law firm or business is.

How Does Brand Loyalty Work in the Legal Field?

Despite clients typically being one-time occurrences, brand loyalty still works because these clients go on to tell their friends and family, loved ones, associates, and acquaintances that they strongly recommend you as a lawyer through word of mouth. The same thing applies to realtors. Realtors are usually just one-off occurrences, but they build their book of business from word of mouth.

The important thing is to ensure you engage with your clients to make sure that they spread the word to those other people. For example, you can nurture brand loyalty by sending out postcards to all of your previous clients, giving them some important information about either the law firm or something interesting or something fun. You want them to enjoy receiving the postcard, remember who you are, and inspire them to think of you because after they finish with their lawyer six months later, they might not even remember the name of the lawyer or law firm. Continually engaging with previous clients is vital to building that network of people who are singing your praises.

Work With Our Team To Learn More About Growing Your Law Firm’s Support Group

Investing in marketing to build your law firm’s support is a great way to grow your practice and maximize your success. Reach out to Small Firm Legal Marketing for more individualized guidance on identifying your market, building your brand, and utilizing your resources wisely to achieve growth.