I. Hidden lawyer marketing Hidden lawyer marketing means that lawyers do not use aggressive "loud broadcasting" to sell themselves to the outside world, but win word of mouth through their usual language, behavior, professional ability, life, morality, service attitude and square. It is a subtle way, and the market won by marketing in this way is the most stable. Let's discuss several ways of implicit marketing first.
First: the professional ability of lawyers.
This 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 his clients. In the past, many mainland lawyers were generalists in handling all cases. In fact, only one of lawyers' businesses, that is, what lawyers are most proficient in and good at, can really bring them high profits, and clients often 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, in which his major is his biggest marketing tool.
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 character is another hidden weapons to win customers and win the market.
As a young lawyer, his professional ability is relatively weak. At present, he can't win customers through his own professional ability, so personalized marketing has become the foundation of settling down. Honesty, professionalism, diligence and personality are the capital for young lawyers 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 lawyers to do it.
In reality, many lawyers are very impatient and always say: I don't know such a simple question, and such a simple question 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 their cases.
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 who are "circled", can bring a steady stream of cases to lawyers, safeguard old customers, and develop new customers through old customers is the result of constant praise from lawyers, so that the established customers are stable and reliable.
Third, service attitude is an important bargaining chip for lawyers to develop their business, maintain customers and win word of mouth.
A lawyer 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). The lawyer knew the marketing well, carefully answered the questions of the migrant workers' brothers, put forward a plan, and took the initiative to call the migrant workers. Afterwards, the lawyer took the initiative to call 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 can be divided 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 will hand over the case to the lawyer. 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 lawyers, we should not only pay attention to the service before the case, but also 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.
Second, explicit lawyer marketing Explicit lawyer marketing refers to lawyers using TV broadcast media, newspapers, the Internet and other offensive ways to actively promote themselves and strive for the source of the case, hoping to achieve immediate results. This is the preferred marketing method in the industry at present. How to do explicit marketing well and do marketing that suits you is the key issue that lawyers should consider. Here are some of the most common and practical marketing methods to explain.
(A) lawyer blog marketing
Now, with the popularity of blog, people begin to pay attention to and explore a new marketing method-blog marketing and its value.
Now many lawyers have followed suit and set up their own blogs, using blogs as marketing positions to promote themselves.
For many young lawyers, this is a low-cost and effective marketing method, which is also suitable for their current situation. However, blog marketing also has its own characteristics. Lawyers should follow the rules of blogs and try their best to achieve the best results. Of course, blog post is the most important part. Write your own classic cases, legal suggestions and legal opinions into your blog, whether as news or as a defense, proxy words or case analysis.
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.
(B) lawyers website marketing
That is to say, lawyers publicize and expand their popularity by building and promoting websites. Website marketing is an important marketing method for lawyers with small investment, quick results and big profits. However, lawyers' website marketing also has their own strategies, and blind website marketing does not necessarily bring due results. Websites are like people's clothes, with gorgeous appearance and no rich content, and it is difficult to win the case source. When a rational client looks at a lawyer's website, what he values is not only the gorgeous degree of the website, but whether the content of the website is novel and original, 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. Such an attitude, even if there is a website, means that there is 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.
(3) Lawyers' public interest litigation is the fastest way to improve lawyers' popularity.
At present, it is a common thing to infringe on public interests in China. As long as you have the heart, you only have the courage, and as long as you can toss and turn, you can find cases in which public interests have been violated. The media often pay attention to public interest litigation, and the public will pay more attention to the process of public interest litigation. This is just another aspect of advertising lawyers for free. Such advertisements will give lawyers a 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 his popularity was well known. The subsequent public interest litigation case was like a rain. Lawyer Qiao Zhanxiang's "Spring Festival travel rush's ticket price increase case" and lawyer Xiong Wu's "taxi idling fee case" all made these lawyers famous in the industry. But they all use the social attention of the case itself to improve their popularity. Although they are a little hitchhiking and hype, their promotion effect is really worth learning.
(D) Lawyer advertising marketing
That is, lawyers sell themselves through advertisements, or convey the relevant information of lawyers through some form of news media. Many people think that lawyer's advertising marketing is a helpless choice, and the advertising cost is high, which is considered as a wasteful marketing method. In fact, lawyer advertising is an effective marketing method as long as it is done properly and suits you. It is believed to be a very effective way to be a legal guest on the traffic broadcast channel and solve traffic accidents and traffic insurance and other related problems.
In fact, as long as advertising finds suitable customers and potential markets, its marketing effect is often the greatest.