Marketing is essential to your law firm’s success, especially amidst today’s saturated and competitive market. As more firms learn to take charge of their firm’s success through marketing, it becomes even more important to execute an expert strategy. Here are a few tips to keep you up to speed on making the most of your legal marketing.
2018 Small Law Firm Marketing Tips
Focus on quality content
Content quality is increasingly important when it comes to the marketing of legal services. It engages your audience, provides solutions and answers to problems and queries; offers a lawyer’s insight on current events and pleases search engines, effectively increasing your search engine optimization (SEO).
Quality content relies not only on the quality of writing or production of the video but also on the relevance, importance and timeliness of what is being reported on.
Mix up your media to make the most of the published content, including long-form content, photo, infographics and video. To keep up with consistent content, many law firms outsource their marketing efforts to an integrated marketing firm that can produce quality content on behalf of your practice.
Get going on referrals
Referral-based legal clients are high-value, prominent prospects and always within reach. All you need to do is devise a referral program that incentivizes current clients, friends or industry leaders to recommend their clients, colleagues and friends to your firm.
Be specific with the clients you want to attract, reach out to previous clients with incentives or news, keep an ongoing blog or newsletters that maintain your relevancy in the market and always remind current clients that you are taking on new business. The need for a lawyer is constant — be the first in line for the top of mind recommendations.
Choose your infrastructure wisely
How you set up your law firm online presence can make or break the success of your marketing investment. Work with a reputable digital marketing team who understands your firm’s needs and the current demands of the market. Work within an infrastructure that you understand, is easy to use and with which both you and your clients can interact.
How much should I spend on marketing infrastructure?
To successfully spend for your firm and not against it, a base number to strive for is a minimum of 2.5 percent of your gross revenue. Marketing is a business tactic. It earns you clients, it grows your name, it keeps you running alongside or ahead of the competition; marketing earns your money. And as the old adage goes, it takes money to make money; so invest in your law firm’s marketing like you mean it.
Get involved with the community
When you become an active voice in your community by sitting on boards, belonging to organizations and participating in community education programs, you are constantly seen as the go-to lawyer or law firm in your area. The consistent repeat of your name and the firm association will help you earn trust and brand recognition over time. Community involvement also appeals to potential clients, as it shows that you care about the health of the community you live in.
Measure your marketing
Where are you spending money? If it isn’t making you money, or you cannot measure it, don’t continue spending. You should be measuring all marketing campaigns monthly, quarterly or bi-annually to ensure some form of return on investment. If not, it is impossible to continue investing effectively or to determine how much more/less to spend in the upcoming term.
Work with a platform or team whose dashboard or managers make it easy to understand whom your marketing efforts are reaching; who in the audience is reaching out to you for representation; which tactics get the most interest and which ones get the highest conversions.
At the end of the day, your aim is for more clients, so you must consistently evaluate to determine which marketing efforts are helping you to achieve this goal. Sometimes all it takes is one client to earn your entire year’s marketing budget back!
Are you ready to pump up your law firm’s marketing strategy? Reach out to Rosy Strategies to learn more about our services and get started today.