Marketing for law firm!
Who goes for law firm marketing! That's bizarre!
Most law firms don't market themselves because of certain limitations by governing bodies like the American Bar Association, which states you cannot proclaim yourself as an expert, but this is just a limitation and not a reason to avoid marketing.
Many feel we are the undisputed leaders in the domain and good work sells by itself. No doubt! But trust us, the world has moved on from self-proclaimed leaders.
You need to showcase your work and connect with the masses.
So, to you who have searched for law firm marketing, we say kudos? for thinking about a law firm marketing strategy. Trust us when we say so because people want everything at their fingertips in today's world.
Take, for example; medical services have gone online, the education industry has completely transformed with edtech the new buzzword, even real estate is investing heavily in digital marketing because they know the thumb role -
If you are not present online, you are not present at all!
The same applies to law firms; people are no longer looking for the best law firms in newspapers or through references. Instead, they read reviews, look for ratings, go through portfolios and contact the best law firm that will help solve their issues. So, it is imperative to develop the right law firm marketing strategies that position you as the most credible firm.
Stay tuned to find out why we are pressing so much on law firm marketing!
Your law firm marketing plan plays a crucial role in defining your growth. Here are the best 3 reasons why law firm marketing strategy needs utmost attention.
Reach Out To Your Prospective Clients
How will your ideal clients get to know about the good work you are doing? The right marketing strategy involves a lot of research about the user persona, the right demographic, age group to target as per your core expertise, and much more. Then, reaching out to the right TG at the right time will enhance your footprints and make your presence prominent when someone is looking for one of the best law firms.
Let's say if you are a bankruptcy lawyer; your ideal clientele is people who are working or have a business and in the age group of 40+.
Through law firm marketing, you can come up with the right approach to address the audience with financial difficulties and contemplating bankruptcy proceedings.
Clearly Defined Goals & Objectives
With a law firm marketing strategy in place, you know what you aim for and how you will achieve it. What kind of resources in terms of workforce, finances, time will be required. Working on a marketing plan keeps your priorities in check and well-aligned with the final objective.
For instance, your goal is to service X clients by the end of the financial year. For that, you will have the marketing plan in place at the beginning itself, figure out how much resources will be required, what kind of platforms the plan should include, regularly monitor the results and move ahead in coherence with the defined aim.
More Insights About The Competitors
You may be the best one, but others are shaping up well to get ahead. So how will you track what they are up to? One of the most vital parts of any marketing for lawyers plan is competition analysis.
You cannot develop the right marketing approach without a clear understanding of what your competitors are doing, what is working in the industry, and what is not! Knowing about your competitors will enable you to develop better and innovative ways to reach out to your TG (target group) and address their needs.
By now, you know that you cannot avoid law firm marketing, but what is the right approach? What are the critical elements of an apt law firm marketing strategy? Read our next section to figure out the most unique and result-driven marketing strategies every law firm needs.
Law firm marketing is not a cakewalk, you need to maintain a balance between a community service provider along with someone focused on business growth. Here are the winning 10 ways to do law firm marketing right!
Your website is the podium that will speak about your accomplishments, your journey and establish credibility for you. And, so your website should replicate the brand you are! Here are the essential elements that will make your website connect with the visitors and motivate them to take the desired action:
Minimalist Design - Create a simple yet modern design. Your homepage should impress the visitors with its layout. If your website is not aesthetically appealing to visitors they may bounce back. Use a light color palette throughout the website. The logo should be prominent and well-thought.
Mobile responsive - Ensure the website is mobile responsive and compatible across devices so that you don’t miss upon any prospective lead. We suggest working with a digital marketing agency that may decide upon the right elements for your website making it adaptable to any screen size and come up with the right solution for marketing for law firm.
Minimum loading time - The website loading time should be no more than 2 seconds; use themes and plugins that don't make your website heavy. It should offer seamless navigation to the users so that they may get the desired information quickly
Call-To-Action: The CTA should be well-placed with minimum inputs required from the user. If you make the CTA form length or complicated users may close the window without filling in any details.
Contact Information: Your contact information should be prominent. In most cases, especially with e-commerce websites, the contact information is in the footer; that's ok because users don't need to call the vendor. But that's not the case with a law firm. Understand the person who is searching for a law firm may be facing some critical issue and may like to talk to you immediately. So keep contact info prominent.
Add chatbots to your law firm website to make it easier for the clients to reach you in real-time, this is result-oriented marketing for lawyers strategy.
Target both B2B and B2C: Get in touch with an experienced web development company that can make a website that serves both B2B and B2C audiences if you have that kind of bandwidth. When looking after corporate accounts, pay attention to your portfolio and case study page.
Interested in our Web Design & Development Services?
The whole lot of effort that you put into building a great website will go in vain if it does not rank higher on the search result pages. Therefore, digital marketing is the core of any marketing plan.
People looking for a trustworthy law firm will search it on Google, and if you are not ranking well out there, you are missing out on valuable clients. Here are the best tips.
Keyword Research: Optimize your site with relevant keywords. You may use some productive keyword research tools like SEMrush, Ubersuggest, Ahrefs, Google keyword planner, Answerthepublic to get the keywords that will rank you on top in the search result pages.
Backlinks: Backlinks are links to your site from a reputed site in the industry. It enhances your credibility, gets you traffic, and enables you to rank better on the SERP.
Content Strategy: Digital marketing efforts are much dependent on quality content. You need to come up with a content strategy that involves what kind of content will you publish like:
Where will you share the content to generate more traffic, engagement, and views:
What is the purpose of creating content
Content Marketing. The importance of thought leadership in content marketing cannot be overstated. Your company may create and publish informative and enlightening content like videos, blog posts, or even answers on forums like Quora to promote itself as a thought leader or subject matter expert for your target audience.
Google Advertising. A pay-per-click Google Ads campaign could be an effective approach to attract visitors to your law business online. A well-executed Google AdWords campaign may provide genuine, qualified leads in no time. Also, one of the effective ways to increase website traffic is pay-per-click. You shell out a set amount on each click to get qualified leads.
If budget is a constraint for you, read our insightful blog about PPC marketing tips.
ProTip? - Work with a professional digital marketing company that will get you a holistic plan of action to cater to the right audience, enhance your digital presence, build a robust website and get you analysis and future course of action.
The best method to increase brand loyalty, referrals, and new customer acquisitions is to create communities. Create an engaging Facebook page, begin sharing high-quality content on a variety of social media channels with your target audience, and you'll be able to grow your relationships and position yourself as a thought leader organically. A good social media presence can also help your firm reach out to new networks of people.
There is nothing that works magic other than a positive review. For example, imagine you have solved one of the issues bothering the client, and the person is so overwhelmed that they are ready to write a review or testimonial for you. What could be more engaging for you and credible for the prospective audience? However, before publishing any review on social channels, do take requisite approval from the concerned person.
Excellent customer reviews for your Google My Business page and sites like Avvo, Yelp are a boost to your law firm marketing strategy.
Don't think that legal directories are only for new ones. Directories like FindLaw, Avvo are great places to be more searchable. FindLaw can even boost your traffic and provide a citation and hyperlink for your website. It's a simple, cost-effective way of law firm marketing. Specific legal directories have free listings options and many other paid ones.
One of the critical elements that have to be part of your law firm marketing strategies is answering FAQs and providing free legal advice. You may consider making a profile on platforms like Freeadvice.com, Avvo, Quora, Reddit, Rocket Lawyer.
Good advice is not easy to find, and when you are the one doing the service, people take you as trustworthy counsel. People love seeking assistance from the ones who do community service as well. It's a good way to enhance your reputation.
Newsletters have to be part of your law firm's marketing plan. It keeps you in constant touch with the existing clients and opens up doors for the new ones. What should the newsletter be about:
Getting your attorneys featured on legal news aggregation sites like Law Times. A third-party endorsement is a potent tool for law firm marketing. Obtaining third-party approvals and remembering any third-party endorsements, citations or backlinks will increase your SEO. Consider hiring a PR firm who will manage the task for you.
Referrals do matter! Create your referral list, which could be clients, other lawyers, professional services like chartered accountants. Introduce yourself, your accomplishments through an email template, highlight the benefits of referring to yourself and follow up with a thank you mail.
Post pandemic things have changed tremendously. Events, conferences are not happening at the scale they used to be. And so, webinars have gained a lot of momentum. We suggest you some of the best ways to begin with, a webinar:
You may create your list of prospective audiences, both existing and new, and send them nice emails about the webinar and highlighting the benefits. And conduct the session on video platforms like Zoom.
Another way of doing webinars is going on Facebook live, wherein you may take up real-time questions and advise the audience respectively.
You may even come up with webinars on Linkedin. However, there may be an additional cost, but it is a very effective way to position you as a credible counsel.
Hope we have got you some of the best ways for law firm marketing. However, this is not all! We have done our research to suggest some of the best tools to make law firm marketing much easier and more effective for you.
Law firm marketing is not an easy task; you have to abide by specific rules, figure out your target audience based on the kind of service you provide, position yourself as a brand, and wait for results that take time. Keeping this in the notice, we have got you some great tools to make law firm marketing a smooth run for you.
Avvo - Avvo.com, an online platform for legal services, provides lawyer referrals and access to a pool of databases with a lot of legal; information provided by lawyers and practitioners. The platform includes lawyer profiles, ranking, peer endorsements, and much more. Clients find Avvo credible and trust the listings on the site.
Google Analytics - How will you know that you are getting maximum traction from Linkedin? Or is Reddit working well for you? Or one of the CTA on your landing page is not interactive enough? Google Analytics will get you every inch of data to get the record straight for law firm marketing.
MailChimp - We have spoken much about mailers and newsletters, so Mailchimp is the best email marketing service out there. You can easily install MailChimp's email sign-up forms on your blog or website and build up a list of email subscribers.
Linkedin - Even when the users have found you on the top search pages of Google, they do what to know more about your professional profile, and nothing works better than Linkedin. It positions you as credible and professional.
Quora - Establishing your knowledge and credibility on Quora by being a prominent answerer is a great method to do it. Not only will you have a chance to land the person who asked the question as a client, but if you respond well, your response will be voted to the top and will be shown to everyone else who has a similar question.
Meetup - If you want to do real-time networking, register on Meetup! At the Meetup, you join communities of similar interest; there may be many startups looking for legal advice, and you may network in real-time via Meetup.
These law firm marketing strategies and tools are sure-shot winners when customized as per your need. For that, we highly suggest working with a professional digital marketing agency that can take care of all the law firm marketing initiatives, and you may focus on another high-priority task. On that note, here is our parting note.
For any law firm, a result-driven campaign is critical. New business acquisitions and increasing word of mouth by the existing clients are the key drivers. It would be best to have the law firm marketing strategies we have spoken about to get people to know you. Set smart and measurable goals, align your marketing activities accordingly, and believe us, you are miles ahead of others.
Get an effective marketing strategy for law firms with our subject matter experts now!
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