Essen­tial­ly, law firm mar­ket­ing describes the process of attract­ing new clients to your com­pa­ny. For the best results, law firms may opt for a wide range of ser­vices, such as SEO, dig­i­tal mar­ket­ing, law firm web­site design, con­tent mar­ket­ing, dig­i­tal ads, and offline advertising. 

Good mar­ket­ing for law firms can include even more tac­tics, from lever­ag­ing video pro­duc­tion through using the lat­est automa­tion tools to doing busi­ness with the lead­ing social media agency in Mia­mi and Fort Laud­erdale, FL, to max­i­mize their pres­ence across every dig­i­tal platform. 

No mat­ter what type of mar­ket­ing plan law firms opt for, the trick to all this is doing it the right way, as law firm adver­tis­ing and mar­ket­ing can take up a lot of time and ener­gy, which can dimin­ish the company’s effi­cien­cy in the front that real­ly counts: pro­vid­ing legal help.

As such, our experts at Rosy Strate­gies have cre­at­ed this guide to help with mar­ket­ing for lawyers, dis­cussing best prac­tices, and giv­ing tips on how to avoid com­mon pitfalls. 

Marketing for Law Firms 101: Best Practices

With the right approach (and expert help), any law firm can cre­ate and exe­cute a stel­lar mar­ket­ing plan to help them achieve their online and offline objec­tives. Here are a few cru­cial areas that attor­neys should con­sid­er before jump­ing into law firm mar­ket­ing and advertising: 

Understand Your Potential Clientele

If you know who you are mar­ket­ing to, cre­at­ing val­ue through mar­ket­ing con­tent will be eas­i­er for you, and your prospec­tive clients will actu­al­ly engage with the top­ics you are discussing. 

For exam­ple, if you’re work­ing as a divorce attor­ney, you already have a good idea of the aver­age age of your clients. 

Every­thing you cre­ate in your law firm mar­ket­ing strat­e­gy should hold val­ue to and serve your poten­tial clients. Always con­sid­er them when cre­at­ing con­tent such as blog posts, new newslet­ter, or when updat­ing your website. 

Business Team Working on a Project in Office

Establishing a Marketing Budget

There’s no good law firm mar­ket­ing with­out a rock-sol­id mar­ket­ing bud­get. First, you’ll need to iden­ti­fy your goals and mar­ket­ing objec­tives to estab­lish esti­mat­ed mar­ket­ing spending.

Lay­ing the ground­work will enable you to fig­ure out your bud­get. Still, you’ll also need to take into con­sid­er­a­tion oth­er fac­tors, such as how well peo­ple are acquaint­ed with your prac­tice, how com­pet­i­tive your area is when it comes to legal help, and more. 

Also, try to think about every­thing you can gain from it. Online and offline mar­ket­ing chan­nels can all be sound invest­ments. This is espe­cial­ly true in the realm of dig­i­tal mar­ket­ing, where strate­gies like con­tent mar­ket­ing, search engine opti­miza­tion, social media man­age­ment, and video pro­duc­tion can all help peo­ple get bet­ter acquaint­ed with your brand. 

Launch a Website

Even if you have a con­sid­er­able offline law firm adver­tis­ing bud­get, you’ll want to invest in a web­site. In the dig­i­tal age, not hav­ing your own ded­i­cat­ed place on the web is a huge mis­take, as most poten­tial clients will per­form a few online search­es and research before reach­ing out to any attor­ney live or over the phone. 

Mar­ket­ing for lawyers from the aspect of web design is a mul­ti-faceted endeav­or, mean­ing that the web­site will have to include high-qual­i­ty pho­tos, a brand-boost­ing law firm logo, engag­ing and clear con­tent, pro­fes­sion­al­ly shot and edit­ed video mate­r­i­al, legal help blogs, com­pre­hen­sive FAQ sec­tions, and more. This will enable you to exude con­fi­dence as a trust­ful and respect­ful attor­ney and firm that peo­ple can rely on for help.

Optimize Your Website

Your web­site can be your most sig­nif­i­cant asset when it comes to mar­ket­ing for law firms, espe­cial­ly if you make sure that you’re vis­i­ble to your poten­tial clients. 

Search engine opti­miza­tion or SEO can help you get the most out of your online pres­ence, as these opti­miza­tion tech­niques can help search engines rank your web­site and show it to peo­ple who are look­ing for the kind of legal ser­vices you provide. 

Mar­ket­ing for attor­neys in terms of SEO should include the website’s tech­ni­cal opti­miza­tion (fast load­ing times, opti­mal design, easy nav­i­ga­tion, sim­ple yet effec­tive site struc­ture), con­tent opti­miza­tion (using the right key­words that match with the most pop­u­lar search queries in your pro­fes­sion, and oth­er essen­tial steps like set­ting up a Google Busi­ness list­ing with clear and use­ful ser­vice descrip­tions, work hours, and con­tact information. 

While at it, you can always make good use of free online pro­files as well. Review sites like Yelp, state list­ings, and oth­er places where you can reg­is­ter your firm’s pro­file for free can be help­ful in the long run, not just for SEO but for your over­all law firm mar­ket­ing goals.

Don’t Neglect Social Media

Mar­ket­ing for lawyers on social media can help expand their mar­ket­ing scope as they can poten­tial­ly reach new clients through paid ad cam­paigns and oth­er pos­si­bil­i­ties avail­able on social plat­forms. There are a hand­ful of net­works to choose from, but you might need some help with choos­ing the ones that are the most ben­e­fi­cial for your firm. 

With the right social mar­ket­ing strat­e­gy, you can cre­ate a dom­i­nat­ing pres­ence on these plat­forms. To help induce your growth, you can always try the following:

  • Set­ting up an effi­cient LinkedIn page.
  • Engage with top legal lead­ers on chan­nels such as Twitter.
  • Run social ads on Facebook.

Manage Online Reviews

Peo­ple who con­duct their research online will most prob­a­bly look at dif­fer­ent cus­tomer or client reviews to help them choose a legal expert. As such, man­ag­ing your reviews is crit­i­cal if you want to do mar­ket­ing for lawyers right. 

Ask sat­is­fied clients to review you online, and also, don’t ignore a neg­a­tive review if you come across one. You should address these prob­lems as well to help resolve the client’s issue with your ser­vices and to show poten­tial prospects that you care about every person’s case you do busi­ness with. 

Online Customer Feedback and Review Concept, Smartphone With a Mobile Interface of a Five Star Rating of Usage Experience on the Screen

Marketing in An Ongoing Challenge

Apart from the tips we’ve men­tioned, you can also incor­po­rate con­tent mar­ket­ing in your over­all strat­e­gy, along with net­work­ing efforts and busi­ness devel­op­ment strate­gies. Last­ly, you will also need to mon­i­tor your results and make adjust­ments on the fly to keep your mar­ket­ing strat­e­gy rel­e­vant for your clients and rev­enue-gen­er­at­ing for you.

All of this can be time-con­sum­ing and daunt­ing, espe­cial­ly if it takes away pre­cious time from what you do best: help­ing peo­ple with their legal issues. As such, you should also high­ly con­sid­er part­ner­ing up with a dig­i­tal mar­ket­ing agency that can help you cov­er all your online mar­ket­ing efforts. 

To that end, if you choose to part­ner up with experts such as us, you will get a tai­lored mar­ket­ing strat­e­gy that will help you grow your busi­ness and your brand while you focus on help­ing your clientele.

Inter­est­ed? Feel free to reach out to us today.