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.
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.
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.