The legal landscape is a competitive and challenging market to brand yourself in but with the right marketing tactics, it’s possible to achieve long-lasting success.
If you’re just embarking on your legal career, getting ready to hang your own shingle or are in a small to a mid-sized firm, here are some helpful ideas to propel your marketing plan forward
Before we look into how to market yourself as a lawyer, let’s address some of the basic building blocks:
- Build a website
Whether you use a DIY platform or you outsource the work to a web developer, a website is essential to your credibility as a lawyer. Potential clients instantly check your website or may conduct a Google search looking specifically for an area of specialty you handle or have handled in the past. Additionally, existing client wanting to share your information with a friend only to realize there is no online brochure that accurately depicts the work you do and the listings you have.
A website projects a professional image, provides necessary information to clients and prospective clients and has the potential to generate leads through organic search.
- Spread the word
When it comes to getting legal work, word-of-mouth is your strongest marketing ploy. If you are new to law or have just formed your own law firm, let friends and family know so they can help you spread the word.
- Narrow your focus
To start out, choose a practice area or very specific niche to focus your efforts on. By narrowing your focus, you can concentrate on being known as an “expert” in an area of law that doesn’t have much competition and could eventually lead to more work. Be mindful of Bar rules when holding yourself out as an “expert” – there are ways to go about it and not run afoul.
- Build CRM
Begin building your customer relationship management (CRM) program by creating an email list and using automated marketing software programs.
- Stay top of mind
Business can be rapid fire or turtle slow as you start your own law firm. Staying top of mind at any stage of the game is essential. Send email campaigns, write articles or blog regularly, network and hold informational seminars; do anything you can to remind prospective clients that you are active in your area of practice.
Now that you have the essential criteria top of mind, we can dive into strategies for marketing your legal practice:
Add social sharing to your website
Assuming you’re already active on social media, make it easy for followers to find you on their social platforms by posting frequently with relevant information. If starting your professional social media presence from scratch, be sure to set aside a realistic paid advertising budget to grow your visibility.
Unique business card
Even with a decline in reliance on paper, a business card is still the easiest way to ensure that a prospective client gets your contact info. Create a fun, eye-catching card that people you meet can remember. Make sure that even if all you are using is your name that you associate it with a dynamic brand logo and don’t forget to have a digital contact card as a backup uploaded to your smartphone.
Create informative videos to highlight specific areas of law that you practice. Videos can be broken down by answering vital FAQs and shared on your social platforms and website. If you decide to go this route, use professionals to look professional.
Create Pinterest boards with informative solutions. Here you can incorporate your blogs and videos on a platform designed for consumers looking for answers. If you have a niche, this is a great way to narrow down the focus on specific key aspects.
Easy to get in touch
List and link to the contact information you are most responsive to. In today’s competitive legal landscape, lawyers should be immediately responsive. Make sure it is a contact method that your niche audience prefers to use and one that through technology you can easily respond to.
Photo quality shows clients how professional you are, looks great on social media and helps boost search engine rankings.
Use eNewsletters to inform your audience of what is happening in your area of specialty. Stay relevant as a lawyer by offering something useful to prospective and existing clients.
Make sure you are mobile! Your website must be mobile responsive and all information totally accessible on clients’ smartphones.
There are many ways to market your law practice and your first step is to reach out to the legal marketing experts at Rosy Strategies to find out what would work best for you and your firm.