EssenÂtialÂly, law firm marÂketÂing describes the process of attractÂing new clients to your comÂpaÂny. For the best results, law firms may opt for a wide range of serÂvices, such as SEO, digÂiÂtal marÂketÂing, law firm webÂsite design, conÂtent marÂketÂing, digÂiÂtal ads, and offline advertising.
Good marÂketÂing for law firms can include even more tacÂtics, from leverÂagÂing video proÂducÂtion through using the latÂest automaÂtion tools to doing busiÂness with the leadÂing social media agency in MiaÂmi and Fort LaudÂerdale, FL, to maxÂiÂmize their presÂence across every digÂiÂtal platform.
No matÂter what type of marÂketÂing plan law firms opt for, the trick to all this is doing it the right way, as law firm adverÂtisÂing and marÂketÂing can take up a lot of time and enerÂgy, which can diminÂish the company’s effiÂcienÂcy in the front that realÂly counts: proÂvidÂing legal help.
As such, our experts at Rosy StrateÂgies have creÂatÂed this guide to help with marÂketÂing for lawyers, disÂcussing best pracÂtices, and givÂing tips on how to avoid comÂmon pitfalls.
Marketing for Law Firms 101: Best Practices
With the right approach (and expert help), any law firm can creÂate and exeÂcute a stelÂlar marÂketÂing plan to help them achieve their online and offline objecÂtives. Here are a few cruÂcial areas that attorÂneys should conÂsidÂer before jumpÂing into law firm marÂketÂing and advertising:
Understand Your Potential Clientele
If you know who you are marÂketÂing to, creÂatÂing valÂue through marÂketÂing conÂtent will be easÂiÂer for you, and your prospecÂtive clients will actuÂalÂly engage with the topÂics you are discussing.
For examÂple, if you’re workÂing as a divorce attorÂney, you already have a good idea of the averÂage age of your clients.
EveryÂthing you creÂate in your law firm marÂketÂing stratÂeÂgy should hold valÂue to and serve your potenÂtial clients. Always conÂsidÂer them when creÂatÂing conÂtent such as blog posts, new newsletÂter, or when updatÂing your website.
Establishing a Marketing Budget
There’s no good law firm marÂketÂing withÂout a rock-solÂid marÂketÂing budÂget. First, you’ll need to idenÂtiÂfy your goals and marÂketÂing objecÂtives to estabÂlish estiÂmatÂed marÂketÂing spending.
LayÂing the groundÂwork will enable you to figÂure out your budÂget. Still, you’ll also need to take into conÂsidÂerÂaÂtion othÂer facÂtors, such as how well peoÂple are acquaintÂed with your pracÂtice, how comÂpetÂiÂtive your area is when it comes to legal help, and more.
Also, try to think about everyÂthing you can gain from it. Online and offline marÂketÂing chanÂnels can all be sound investÂments. This is espeÂcialÂly true in the realm of digÂiÂtal marÂketÂing, where strateÂgies like conÂtent marÂketÂing, search engine optiÂmizaÂtion, social media manÂageÂment, and video proÂducÂtion can all help peoÂple get betÂter acquaintÂed with your brand.
Launch a Website
Even if you have a conÂsidÂerÂable offline law firm adverÂtisÂing budÂget, you’ll want to invest in a webÂsite. In the digÂiÂtal age, not havÂing your own dedÂiÂcatÂed place on the web is a huge misÂtake, as most potenÂtial clients will perÂform a few online searchÂes and research before reachÂing out to any attorÂney live or over the phone.
MarÂketÂing for lawyers from the aspect of web design is a mulÂti-faceted endeavÂor, meanÂing that the webÂsite will have to include high-qualÂiÂty phoÂtos, a brand-boostÂing law firm logo, engagÂing and clear conÂtent, proÂfesÂsionÂalÂly shot and editÂed video mateÂrÂiÂal, legal help blogs, comÂpreÂhenÂsive FAQ secÂtions, and more. This will enable you to exude conÂfiÂdence as a trustÂful and respectÂful attorÂney and firm that peoÂple can rely on for help.
Optimize Your Website
Your webÂsite can be your most sigÂnifÂiÂcant asset when it comes to marÂketÂing for law firms, espeÂcialÂly if you make sure that you’re visÂiÂble to your potenÂtial clients.
Search engine optiÂmizaÂtion or SEO can help you get the most out of your online presÂence, as these optiÂmizaÂtion techÂniques can help search engines rank your webÂsite and show it to peoÂple who are lookÂing for the kind of legal serÂvices you provide.
MarÂketÂing for attorÂneys in terms of SEO should include the website’s techÂniÂcal optiÂmizaÂtion (fast loadÂing times, optiÂmal design, easy navÂiÂgaÂtion, simÂple yet effecÂtive site strucÂture), conÂtent optiÂmizaÂtion (using the right keyÂwords that match with the most popÂuÂlar search queries in your proÂfesÂsion, and othÂer essenÂtial steps like setÂting up a Google BusiÂness listÂing with clear and useÂful serÂvice descripÂtions, work hours, and conÂtact information.
While at it, you can always make good use of free online proÂfiles as well. Review sites like Yelp, state listÂings, and othÂer places where you can regÂisÂter your firm’s proÂfile for free can be helpÂful in the long run, not just for SEO but for your overÂall law firm marÂketÂing goals.
Don’t Neglect Social Media
MarÂketÂing for lawyers on social media can help expand their marÂketÂing scope as they can potenÂtialÂly reach new clients through paid ad camÂpaigns and othÂer posÂsiÂbilÂiÂties availÂable on social platÂforms. There are a handÂful of netÂworks to choose from, but you might need some help with choosÂing the ones that are the most benÂeÂfiÂcial for your firm.
With the right social marÂketÂing stratÂeÂgy, you can creÂate a domÂiÂnatÂing presÂence on these platÂforms. To help induce your growth, you can always try the following:
- SetÂting up an effiÂcient LinkedIn page.
- Engage with top legal leadÂers on chanÂnels such as Twitter.
- Run social ads on Facebook.
Manage Online Reviews
PeoÂple who conÂduct their research online will most probÂaÂbly look at difÂferÂent cusÂtomer or client reviews to help them choose a legal expert. As such, manÂagÂing your reviews is critÂiÂcal if you want to do marÂketÂing for lawyers right.
Ask satÂisÂfied clients to review you online, and also, don’t ignore a negÂaÂtive review if you come across one. You should address these probÂlems as well to help resolve the client’s issue with your serÂvices and to show potenÂtial prospects that you care about every person’s case you do busiÂness with.
Marketing in An Ongoing Challenge
Apart from the tips we’ve menÂtioned, you can also incorÂpoÂrate conÂtent marÂketÂing in your overÂall stratÂeÂgy, along with netÂworkÂing efforts and busiÂness develÂopÂment strateÂgies. LastÂly, you will also need to monÂiÂtor your results and make adjustÂments on the fly to keep your marÂketÂing stratÂeÂgy relÂeÂvant for your clients and revÂenue-genÂerÂatÂing for you.
All of this can be time-conÂsumÂing and dauntÂing, espeÂcialÂly if it takes away preÂcious time from what you do best: helpÂing peoÂple with their legal issues. As such, you should also highÂly conÂsidÂer partÂnerÂing up with a digÂiÂtal marÂketÂing agency that can help you covÂer all your online marÂketÂing efforts.
To that end, if you choose to partÂner up with experts such as us, you will get a taiÂlored marÂketÂing stratÂeÂgy that will help you grow your busiÂness and your brand while you focus on helpÂing your clientele.
InterÂestÂed? Feel free to reach out to us today.