The Marketing Challenge of the Smaller Law Firm

Small and mid-size law firms know well that they face the same marketing challenges and pursue the same clients as much larger firms, firms with anywhere from a few to a few dozen professional legal marketers and business development personnel on staff. The good news is that to some extent the marketplace and economy have leveled the playing field. Big clients no longer throw all their work to big law firms. It's too costly. They're quite willing to give an opportunity to less expensive, smaller firms with specific expertise in the legal issues at hand. So the smaller firm can compete effectively if done right. Because marketing and business development as concepts have evolved so rapidly and dramatically for law firms in recent years, many smaller firms feel the need to jump on the bandwagon and hire their first marketer without really thinking about what they expect that person to achieve and what sort of person they want in the role. This article helps define the challenge smaller law firms face and offers a solution that makes sense.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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