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Alliance Marketing Can Extend Your Firm's Reach

By Theresa Jaffe

Alliance marketing offers law firms a great way to increase their exposure to potential clients while showing off their expertise in the law to other professionals who can be a wellspring of referrals. An alliance-marketing relationship brings together lawyers with accountants, bankers, investment planners, publishers or other professionals who may want to market their services to the same potential clients. These alliances could be formed to run seminars for current and potential clients, to work together to publish articles or for creation of advertising materials.

Such alliances don't need to be limited to the big corporate firms. While large firms may form marketing partnerships with Big Four accounting firms, sole practitioners could do just as well partnering with a neighborhood accountant or tax professional to run business seminars through the local Chamber of Commerce.

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