| Whenever a client walks into my office to
discuss marketing for his small law firm, the conversation invariably starts with: "I
don't have enough money," or "Where can I get the money to market my
services?"
The reality is that money is not a big problem when it
comes to marketing your small business – no matter the industry.
Here is a starter list of things that you can do today (and
over the next six months) to jump-start your small business.
5 Ways to Market Your Small Business & Attract New
Clients with Little Time, Effort and Money
1. Focus on Your Natural Network First
Each of us has a network of people we know, like, and trust
(to varying degrees). Leverage this network to the hilt. Call everyone—your friends,
relatives, and business associates—past and present. Let them know that you are on
your own and explain to them the value you provide.
The purpose of these calls is not just to get business in
your specialty area; it is also to convince them to come to you first with any problems
that you may be able to solve.
2. Seize All Opportunities for Free Media with a News Hook
Every day, there are news items in the newspaper and on
television and radio that can fall into your area of expertise. Your local newspaper
editor is always looking for expert commentary on these topics. A news story without a
quote is not a true news story.
Fax and mail a press release every month to the local
editors and reporters who cover relevant stories. Include a business card or two with your
full contact information—including your home and mobile telephone numbers.
3. Write, Write, and Write Even More
One good way to get in front of your target market is to
write and pitch articles to trade magazines that target your niche. Trade magazines are
always looking for good content, and they include a byline with your name and contact
information. This will not produce immediate results, but it will have a cumulative effect
if prospective clients keep seeing your name and information.
You could also write and submit articles online. Remember,
you want to be found online and offline.
4. Speak for Free
There are hundreds of trade associations in every market
niche. Almost all of them have an annual event (some have events more frequently). Put
together a good press kit and send it, along with a letter offering to speak at their next
event, to the event coordinators.
Although some of these groups will pay you a small fee, the
value is in obtaining the contact information of the attendees. Segment this list into
people who attended the event and people who did not attend (they generally have a list of
people who register but don't show up). Organize a mailing to the folks who attended and
offer them the slides from your presentation (or a summary of your speech). Once they
respond, subscribe them to your e-mail newsletter
5. Conduct Sponsored Education Events
Educational events always lead to new client generation.
The challenging part of these events is getting enough people in the room to make it pay
off. A good strategy for leveraging your expertise in front of as many people as possible
is to partner with another business that is targeting the same audience.
Many times an established business in town will be happy to
host, promote, and cater the event. They want the chance to get all of the decision-makers
in a room at the same time, and you will be their "hook." Setting up such an
event takes a good deal of networking and relationship building, but it is well worth it.
Marketing a small business doesn't have to be financially
daunting even during a recession. A little creativity, a lot of sweat equity, and a small
investment will go a long way toward landing your first few clients.
Follow this advice and you will successfully market your
small law firm for less than $500. And, you will attract new clients with little time and
effort. |
