Fall is here and it’s time to begin implementing your law firm’s holiday marketing plan.

Wait, though. You do have a holiday marketing plan, right?

If you do, great! Let me know what you plan to do and the results you’re shooting for this year. I’d love to compare ideas.

But if you don’t, then I’ve got some great tips below to get you started.

Committing to creating your firm’s holiday marketing plan goes a long way to strengthen your law firm’s referral network and grow your practice. In doing so, you can enjoy the season and strengthen your business relationships.

This isn’t about buying the biggest and most audacious gifts to stand out from the crowd. It’s more about acknowledging your practice’s top referral sources and strengthening those relationships. I have heard ideas that range from law firm owners dressed as Santa Claus delivering gifts to throwing parties with eggnog and snacks. It’s all about what you feel is the best way to say thank you.

Here are some ideas to help you enjoy the holidays while building relationships for the year ahead:

1. You may feel like you don’t have enough time to do some or any holiday marketing. If you have someone you can delegate these tasks to, do it. If not, hire a holiday marketing assistant. Developing and implementing your marketing takes time, but the payoff can be invaluable to your practice.
2. Do more than just send everyone on your firm’s address list a holiday card that will potentially go unread. Take an opportunity to acknowledge top referral sources and key clients who generated revenue. Remember, a referral source who feels your gratitude can add thousands of dollars’ worth of business in the years to come. Research what these specific people may like. This makes it possible to say thank you throughout the year if you don’t want to save it for the holidays. This is a great way to show key clients and colleagues their value to your firm!
3. While you may not want to hand deliver gifts to your referral sources and clients, there is still an opportunity to set up a face-to-face meeting with referral sources. A simple lunch or dinner can strengthen bonds with a valuable client or referral source. In addition, there is nothing like having a clients who become your friends. They become rabid fans and believe in what you do. That kind of marketing is a cornerstone of growth.
4. The end of the year can be hectic. But it is also a good time to focus on the following year’s goals. Be strategic. Do you have a marketing plan in place for the next year? Are you comfortable with where your firm is going? What changes would you like to implement for the future? So, set aside some time to set next year’s goals – everything from doubling client referrals to growing your social media following. Write it all down. Plan your work and work your plan!

I want to reinforce here that your extra efforts on holiday marketing can be the foundation for next year’s marketing goals. Set yourself up to win!

Beyond what I’ve shared above, there are many options for maximizing marketing and time during the holidays. The keys are to be thoughtful, sincere and focused. This bit of extra effort pays off in increased revenue and good will toward your firm.