Hidden lawyer marketing
Implicit lawyer marketing means that lawyers don't use aggressive "loud broadcast" to publicize themselves, but win word of mouth through their usual language, behavior, professional ability, life, morality, service attitude and square, which is a subtle way. Marketing in this way is often the best and the market won is the most stable. Let's discuss several ways of implicit marketing first.
First: the professional ability of lawyers, which is the core viability and competitiveness of lawyers. It is impossible for a person without legal professional ability to get along in the lawyer field, let alone how to win the trust of clients. In the past, many mainland lawyers were generalists in handling all cases. In fact, only one of the lawyers' businesses, that is, what lawyers are most proficient in and good at, can really bring them high returns. Clients usually choose expert lawyers between tiger balm lawyers and professional lawyers. Market demand determines the supply of products. Only by practicing specialization can lawyers provide quality services to their clients. Only by specialization can lawyers be branded, and only by branding can they be invincible. A lawyer who is quite professional in a certain legal field is his biggest marketing tool in this field. Isn't it because Tian Wenchang is called "the first criminal defender in China" by the industry? When young lawyers first enter the profession, they must plan their own future, choose their own professional field correctly, become bigger and stronger in this field and win good reputation from customers. Why worry that there is no source of the case?
Second, the lawyer's personality is another hidden weapons to win customers and win the market. As a young lawyer, his professional ability is relatively weak. At present, we can't win customers through professional ability, so personalized marketing has become the only basis for us to settle down. Honesty, dedication and diligence, winning praise and recognition from customers with our personality, are the capital for us to earn the first bucket of gold. Of course, this does not mean that senior lawyers do not need to pay attention to their own personality. Similarly, personality marketing is still important in the marketing strategy of old lawyers, but in fact it is difficult for many of us lawyers to do this, so we finally lost customers. In reality, I find that many lawyers have no patience and always say that such a simple question does not understand and needs to be discussed. In fact, this is an unprofessional attitude and a disregard for personalized marketing. I believe many clients are reluctant to find such lawyers to represent them. How does a lawyer who doesn't pay attention to his own character handle a case well? Facts have also proved that the development of lawyers ultimately depends on old customers. Old customers, especially those with circles, can bring a steady stream of cases to lawyers, safeguard old customers and develop new customers through old customers, which is the result of lawyers' constant praise. The customers established in this way are stable and reliable, so I dare to infer that old customers are the source of all cases of lawyers and the ultimate goal of lawyer marketing.
Third, service attitude is an important bargaining chip for lawyers to develop their business, maintain customers and win word of mouth. I once encountered such a case in Dongguan. A migrant worker has a dispute with an enterprise because of economic compensation. Because he didn't know the law, he went to consult a lawyer (he didn't intend to ask a lawyer to solve the case). Lawyers know marketing skills, seriously answered the questions of migrant workers' brothers, put forward a plan, and took the initiative to ask the phone number of migrant workers. Afterwards, the lawyer called him to inquire about the progress of the case. In the process, he gave him free legal advice, and the kind lawyer finally paid off. Finally, the migrant workers' brothers entrusted the case to this kind lawyer, successfully recovered the economic compensation, and spread his service attitude among other employees and fellow villagers, and gained a good reputation. Many other migrant workers who do not intend to ask a lawyer to represent them have followed suit and handed over their legal disputes to this lawyer. This is a typical example of obtaining the source of the case with a good service attitude. Service attitude I divide him into three stages: before, during and after the case, and each stage is very important. The service attitude before the case directly affects whether the client gives the case to you, and the service attitude in the case directly affects whether the case can be successfully represented and affirmed, while the service attitude after the case is an important factor to determine whether the old customers can be well maintained by the old customers and bring new customers. As a lawyer, you can't just focus on pre-case service and get the case. The sharp decline in service attitude is a typical reckless behavior that only wants to be an agent once. A successful lawyer has a steady stream of cases to do, because they put quality service in an important position and run through the whole case.
Dominant lawyer marketing
Explicit lawyer marketing means that lawyers actively use TV broadcast media, newspapers, internet and other offensive ways to promote themselves, strive for the source of the case, and hope to achieve immediate results. This is also the most traditional marketing method, and it is also the marketing method that the industry is more inclined to adopt at present. How to do explicit marketing well and do marketing that suits us is a key issue for us to consider. Here I choose some of the most common and practical marketing methods to explain.
Lawyer blog marketing, with the popularity of a "blog" that has been familiar to many people, people begin to pay attention to and explore a new marketing method-blog marketing and its value. In addition to traditional marketing methods such as Zhonggu, we also have many lawyers who follow suit and set up their own blogs to promote themselves as their own marketing positions. For many young lawyers, this is a low-cost and effective marketing method, and it is also the most suitable marketing method for their present situation. However, blog marketing also has its own characteristics. We should follow his rules and try our best to make blog marketing achieve the best effect. Of course, blog posts are the most important part. Write your own classic cases, legal advice and legal opinions on your blog, whether as news. Or publish defense words, proxy words, case analysis, or talk about your own feelings about handling cases, as long as it is a typical case or case that you have personally experienced, handled or consulted, write it out. This is undoubtedly my own business card. If customers see through blogs that you have handled or been exposed to similar cases and have a successful record, they are likely to ask you for help when they encounter similar cases. Pay attention to hot topics of current affairs, write some comments and articles related to the law, and show your style. On the one hand, it can improve your writing ability, on the other hand, potential customers can learn about you and your style by reading comments, which will certainly further expand their understanding and recognition of you, and even increase your popularity, thus becoming your loyal customers.
Lawyer's website marketing means that lawyers publicize and expand their popularity by building and promoting websites. Website marketing is an important marketing method for lawyers with small investment, quick effect and big income, but it also has its own strategies. Blind website marketing may not bring the desired effect. Websites are like people's clothes. They have a gorgeous appearance but no rich content, so it is difficult to win the case. When a rational client looks at a lawyer's website, he will not only look at the gorgeous degree of the website, but also look at whether the content of the website is novel, whether the viewpoint is unique, and whether it can really solve the client's problems. Many lawyers do websites, but why do some lawyers have more cases and some lawyers have fewer cases? The main reason is that the lawyer's website has little content, and many of them copy the results of other people's websites, or directly move the law to their own websites. What's more, after the establishment of many lawyer websites, they think that once and for all, they neglect management. After several months, the website is rarely updated, and the content is still the same as when it was first established. This attitude, even if there is a website, is equivalent to no website, and marketing will not be realized. Therefore, in order to achieve the expected effect of website marketing, lawyers should update the content of the website, share and discuss their recent cases with netizens on the website, input current affairs comments into the website, and set up netizen message areas and exchange areas to help netizens solve legal consultations and discuss legal issues with netizens to improve their popularity.
Lawyers' public interest litigation is the fastest way for lawyers to quickly enhance their popularity. At present, infringing on public interests is a common thing in China. As long as you have the heart, as long as you have the courage, as long as you can toss and turn, you can find cases where public interests are infringed. The media often pay attention to public interest litigation, and the public will be more concerned about the process of public interest litigation. This is precisely another aspect of advertising lawyers for free. And such advertisements will give lawyers the title of legal fighter and the embodiment of justice. The advertising effect is both positive and positive, and the sensational effect is self-evident. 1996, Qiu Jiandong started a "one piece two" public interest litigation, which aroused great concern in society. He himself is known as "the first person in public interest litigation in China". After the incident, Qiu Jiandong's name spread all over the country and became a household name. Public interest litigation cases have mushroomed. Qiao Zhanxiang's "Spring Festival travel rush's ticket price increase case" and Xiong Wu's "taxi idling fee case" have made these lawyers famous and well-known in the industry. But they all use the social attention of the case itself to improve their popularity. Although they are suspected of hitchhiking and hype, their promotion effect is really worth learning.
Lawyers' advertising marketing refers to lawyers selling themselves through advertisements or conveying lawyers' relevant information through some form of news media. Many people think that lawyer's advertising marketing is a helpless choice, and the lawyer's advertising cost is high, which is considered as a wasteful marketing means. I believe that as long as the lawyer's advertising is just right and suitable for himself, it is an effective marketing means. As a legal guest of the traffic radio channel, I believe so. In fact, as long as the advertisement finds the right customers and the right potential market, its marketing effect is often the greatest. Lawyers can't explain traffic problems in women's beauty magazines. Such advertisements will only backfire. A few days ago, I went shopping in the ancestral temple and found that many cars were printed with anime pictures, which were novel and beautiful. On second thought, if I have a car in the future, I will print my lawyer's business card on the car and advertise when I drive and park. Maybe this way, the effect may not be obvious, but why not advertise permanently and cheaply? Maybe one day someone will become my client because of the advertisement of the car body.