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Notes from an ABA TECHSHOW Presentation: Develop A Niche Practice as a Marketing Tool

“If your clients believe you are better than your competition, they are willing to pay you more for your services.” -Jason Marsh

General Practice to Boutique: Developing a Niche Practice

Talking about niche law practices is an entertaining subject in itself, but presenters Jason Marsh, Andrew Legrand, and Will Hornsby deliver their marketing advice with humor and clear experience in their presentation “General Practice to Boutique: Developing a Niche Practice”. Why develop a niche practice? Essentially, it’s a marketing tool to target a certain audience and grow your practice. Even if you think your target area is narrow, go even further to focus geographically or in a certain field. For example, if you are a business lawyer, market yourself as a small business lawyer. If you practice personal injury, be an injury lawyer for bicycle accidents in Denver. In other words, make your potential clients understand why you are special and they should choose you over your competition.

As a niche lawyer, you can create a brand and notoriety behind yourself. Basically, you want people to know your name so that when there is an issue you are THE lawyer to turn to. For examples, Marsh, Legrand, and Hornsby include many fun niches like wine law, the food truck lawyer, bicycle law, equine law, packaging law, and drone law.

Although the presenters weigh heavily on a top-of-mind mentality, the underlying idea of this presentation is SEO. After identifying and properly funneling a niche, Marsh says, you can use content strategies, social media, email, pay-per-click marketing, or other tactics to rank in the search engines when people search for topics in your practice area. Without the online marketing, your niche is likely to be much less valuable and important.

And don’t forget, you aren’t limited to your niche. If properly done, it’s just an effective marketing tool to increase online visibility and notoriety.

Ethics rules for advertising vary state to state so make sure you and your marketing consultant are aware of your state’s rules.

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Kelsey heads up Legal Talk Network's marketing team. She blogs, tweets, Facebooks, connects with people on LinkedIn, publishes tons of podcasts and listens to even more.