LAW360: Marina Fraigun Feature
In a recent feature on Law360 Pulse, Marina Fraigun, a prominent employment lawyer based in Los Angeles, shared her innovative marketing strategies during the California Lawyers Association Solo and Small Firm Summit. As a dedicated professional in the field, Marina’s insights provide invaluable guidance for small law firms and solo attorneys looking to enhance their visibility and attract potential clients.
Marketing Excellence in the Legal Field
The summit, held online on June 17, 2024, explored various creative marketing techniques that small law firms can adopt to stand out in a competitive market. Fraigun, alongside Erin Joyce, a Pasadena-based attorney specializing in bar discipline cases, emphasized the importance of a strong online presence, unique branding, and maintaining relationships with referral sources.
The Power of a Good Website and Tagline
One of the foundational aspects of effective marketing, as highlighted by Fraigun and Joyce, is having a well-designed website. In today’s digital age, a website often serves as the first point of contact for potential clients. It should not only be visually appealing but also convey the firm’s values and services clearly.
Creating a memorable tagline is another key strategy. A good tagline succinctly communicates the essence of your practice, making it easier for clients to remember and identify your services. For instance, a criminal defense lawyer might use, “Defending your rights, preserving your freedom,” while a bankruptcy lawyer could opt for, “A fresh start: navigating financial challenges together.”
Building Relationships Through Personalized Touches
Fraigun also underscored the significance of personalized marketing efforts. She sends out hundreds of holiday cards annually, including for less traditional occasions like the Fourth of July. This personal touch not only keeps her firm top of mind but also fosters a sense of appreciation among clients and referral sources.
Additionally, expressing gratitude through thank-you cards and thoughtful gifts can strengthen professional relationships. While California law permits sending gifts to referral sources, it’s crucial to adhere to the legal stipulations to avoid any ethical pitfalls.
Navigating the Legalities of Referral Gifts
California’s unique legal framework allows for the exchange of referral fees between lawyers, provided it’s done transparently and with client consent, as outlined in Rule 1.5.1. Gifts to non-attorney referral sources are also permissible under Rule 7.2, as long as they are not part of a quid pro quo arrangement.
Conclusion: Elevate Your Firm’s Marketing
Marina Fraigun’s practical advice serves as a blueprint for small law firms aiming to elevate their marketing game. By focusing on a robust online presence, crafting a compelling tagline, and nurturing relationships through personalized gestures, attorneys can effectively differentiate themselves in the legal marketplace.
For more insights from Marina Fraigun and to learn how you can implement these strategies in your practice, contact Marina Fraigun today.
