You may have found that your efforts to grab new clients online hasn’t been as fruitful as it once was.
Lots of bankruptcy lawyers probably chalk it up to a reduction in the number of filings nationwide, but that’s a red herring.
Let’s say there has been a 30% reduction in the number of bankruptcy filings in your local court. That doesn’t mean there’s no work – just that there’s a smaller pie to share among the bankruptcy bar. It does not mean that your numbers need to go do proportionately.
In fact, there’s likely still well enough people filing for bankruptcy overall for you to remain fat and happy. If, that is, you can grow your market share even as others shrink.
If you look around at the competition, it shouldn’t be too hard to recognize that growing the face of a shrinking population of bankruptcy filers is eminently possible.
You’ve probably been doing the same thing as the competition until now, perhaps incrementally better or worse. That’s great if you want to track the market, not so much if you’re looking to shake things up and grow your filing volume.
Take, for example, blogging. You’ve heard me talk about the power of content creation for years, so you’ve likely done some work towards that end. You created a blog, maybe published a few pieces, and then promptly ran out of steam because it didn’t give you the big splash you’d been hoping for.
Another open door is social media such as Facebook (which is my current favorite and most profitable way of getting new clients). Maybe you set up a page for your law firm, begged friends to Like it, and then drifted away because you didn’t know what to do next.
The competition did the same thing, give or take a bit. They launched a blog, did a Facebook page, got on Twitter … and then … not so much.
Knowing this, why not take the next step?
Go beyond the mere launching of your blog to creating an editorial calendar and carving out some time to write.
Learn about Facebook ads and discover how to bring in clients at a far lower cost-per-click than any other platform.
Develop your Facebook page and fill it with creative and interesting content that will encourage people to spend more time there.
Make some phone calls to your LinkedIn contacts (LinkedIn? Yes, LinkedIn) and set aside time to create meaningful referral relationships.
This is just the tip of the iceberg, and there’s a lot you can do to make a dent in the bankruptcy universe in spite of the reduction in filings. So why not do it?