Rule number two of law firm marketing is: All law Firm marketing efforts should be focused on a specific niche.
This confuses some people and outright dumbfounds others. So let me clear things up right from the start.
Niche marketing means that you focus each of your marketing efforts on a particular area of practice within your law firm. This does not mean that you set up your law practice to handle only one type of matter.
There are multiple benefits for niche marketing. They are covered in this video.
Picking a niche market gives your clients the perception that you are an authority in a specific area of the law. This allows you to command a fee premium and it makes it easier for you to receive referrals.
Focusing on niche marketing is a key component of any law firm marketing plan.