Are You Missing Potential Clients by Finding a Niche for Your Law Firm?

Here’s a question I just got: In niching down, is the fear of missing out on clients that are good but not ideal clients overblown?

My answer:

You do immigration law. And you’re asking if you were to niche down to a specific type of client, whether you would miss out on other clients that would be good? Well, niching down can mean a few different things.

How To Choose (And Not To Choose) a Niche

There are a lot of different things you can do with immigration. There are investor visas, there’s family immigration, and there are a lot of different things like that. But I always recommend taking the most desirable practice area and focusing on that for all your content.

If you’re creating content, you’re really living and breathing this stuff. And if it’s something that you don’t want to do, for example, you may hate traumatic brain injury cases or medical malpractice, you’ll burn out.

Let’s say you want car accident cases, but you think that there are some really big cases in medical malpractice, so you can really make a lot of money if you get the right one. So you want to do a medical malpractice campaign, but the problem is that you’re going to burn out.

What I Do

As for me, I talk so much about Law Firm marketing, and I don’t consider it work. I enjoy doing this. We’ve been on here for 45 minutes now, and I’m not sitting here watching the clock thinking, oh my god, this is a drag. I like talking about this stuff.

How To Choose Your Favorite Practice Area

The most important thing is that you figure out what the practice area is that you most want to do. If you had to get rid of everything else, of all your other practice areas, and you could only focus on this one thing, what would you most want to do?

And that’s what I would focus on. What ends up happening is that you’ll get so many cases in that one practice area that you don’t necessarily care about the other ones anymore.

As for me, I get so many lawyers that are trying to contact me every single day, asking me to do their marketing or to help them with their law firm’s marketing in some capacity that I don’t miss all the chiropractors that I’m not getting. After all, I’m really not going after them and I don’t really care about them.

What You Can Do In The Immigration Practice Area

Now, here’s something you could do… Immigration is the kind of niche where you could be a little bit more broad than with something like personal injury. With personal injury, anybody could be in a car accident, so how do you target everyone, right?

That’s why I really emphasize niching down for something like that, but for immigration, you could target all of the investment visas, for example, the EB-5, the E-,1 and the E-2. Or you could do business law and focus on the H-1B visas and help businesses that have employees overseas.

Or you can just focus on a specific nationality. I think there’s a group called Indians in Atlanta that has about 25,000 people in it. At the end of the day, what do you really want to talk about?

How To Target Immigration Easily, Especially With Facebook Ads

You really could talk about all things in immigration because you can target immigration very easily. And here’s the way that you target immigration, especially if you’re targeting it with Facebook Ads.

Just find celebrities that would only be known to people from a specific country and target those celebrities. And that’s how you find people that are from those countries, even if they’re living in the United States.

How You Should Handle Niching Down

So, that’s how you do immigration but at the end of the day, niching down is all about personal preference. I can’t tell you what you want to do or what the best thing. What you should really focus on is what you enjoy doing the most and what you’re the most passionate about and what you most want to talk about.

Will you miss some clients? Probably. But you’ll get so many clients that you want that you don’t really care about the ones that you’re missing.

There are so many clients that I’m probably missing that if I wanted other niches, I’m sure that I could get a lot of. Yes, there are different types of clients but I’m so busy with lawyers that it just doesn’t really make a difference.