An Old School Legal Marketing Tactic That Works

In the vast world of advertising and marketing, the latest buzzwords have taken the center stage. Google Ads, Pay Per Click (PPC) Ads, Google Local Service Ads (LSA), TikTok, Instagram, Twitter, Snapchat – you name it. We, as an advertising agency, interact with myriad law firms annually, assisting them in maneuvering through these complex landscapes to strengthen their marketing strategy. Many lawyers, despite having practiced for 10, 20, or even 30 years, are often preoccupied with the latest platforms and strategies.

However, as we delve deeper into their practices, we discover a treasure trove of untapped resources – their former client data. Years and years of client information that lies dormant on a cloud-based service, neglected and gathering digital dust. The stark question we usually present these attorneys with is, “When was the last time you reminded your past clients that you’re still here?” The response can often be alarming – perhaps 1 out of 10 might confess to sending an annual Christmas card, which is more than most.

The reality is, if you’re a lawyer sitting on mountains of former client data, you possess an absolute gold mine. This gold mine, unfortunately, remains underutilized, while shiny, new marketing techniques monopolize attention.

What if we told you there’s an old school, yet effective method that can bring a significant return?

Here it is: send your former clients something tangible in the mail on a regular basis. This might seem antiquated in the digital age, but the results can be astonishing. It doesn’t need to be a weekly or even monthly task; a quarterly mail-out can suffice.

Imagine sending out a simple newsletter, a postcard, a firm announcement, a community event your firm is sponsoring, or even a fun crossword puzzle. Engage them, let them know you still exist, and are still eager to serve. Invite them to follow you on social media or join your email newsletter. Encourage them to share the mail with a friend who may need your services.

As a component of your lawyer marketing strategy, the key lies in the simplicity and consistency of these efforts. It doesn’t have to be an intricately designed, high-cost campaign. The aim is to remind your clients of your existence and the value you offer. This task, though simple, can yield more benefits for your business than a million Instagram or Twitter posts.

For those of you in legal marketing, we encourage you to harness this approach. We guarantee the results will pleasantly surprise you. When done right, old school marketing tactics like these can still hold their own against modern, digital strategies. Dust off your old client data, leverage it wisely, and watch your client engagement soar.

If you need some help coming up with ideas for your first of many mailings to former clients, schedule a free 30 minute phone call with OEPMA. We’ll help you come up with a year’s worth of ideas.

William S. Campbell

With 15 years of marketing experience, William S. Campbell crafts effective and tailored strategies to help businesses succeed.

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