In your legal business, there are 2 realities you must be aware of. One is that competition is getting more intense. The other is that businesses are increasingly connected in various ways. As a Guerrilla Marketing lawyer, you need to know how to use these 2 realities to your advantage.
How?
By using Fusion Marketing.
When you see the term ?Fusion something-or-other? such as Fusion Restaurants, Fusion Drinks etc it means a blend of two or more separate but related products to form one new product. It’s a relatively new concept but very effective. The key to its effectiveness is to find the correct combination of products to amalgamate.
Likewise, in marketing you can deploy a similar tactic, Fusion Marketing. What happens in Fusion Marketing is that your advertisement is placed in the context of another related but non-competing business. Now let’s apply it to your legal business.
Suppose you have a website or blog for your law firm. You could advertise your legal firm in a Real Estate website where you offer services to draw up relevant documents. Of course, nobody would allow you to do something like that for free, so you have got to reciprocate the action by doing something for the Real Estate company. It may be placing a link to his website on your blog or something else of value to him.
Fusion marketing is not limited to only exchanging advertisements. You could post content of value on a related website with a link back to your own website or blog. You could add a content-packed comment on an online forum about legal matters or you could write a series of articles and offer them free to webmasters or online newsletter owners for them to publish on their websites with the condition that no amendments are made. This gives your legal business more exposure while adding to the quality of the website where your content is displayed. That makes it a wonderful win-win situation.
Joint ventures are another form of Fusion Marketing. If you could team up with 2 or 3 other legal firms, you could jointly offer the public a range of services with each firm specializing in one particular legal service. You could explore various combinations of Joint Ventures, such as each firm targeting one geographical area or segment of the population.
For legal firms, other related but non-competing businesses you could do Fusion Marketing with are financial consultant firms, tax consultants, accounting firms, investment firms, brokerages, investment banks, insurance companies and finance companies. Put some thought into this and try Fusion Marketing, Guerrilla style.
