Propel your practice into the 21st Century with these law firm marketing tips.
The primary goal of all law firm marketing efforts is to generate new cases and customers. The secondary goal of all law firm marketing efforts is to establish yourself as an expert in your field.
In order to grow your leads and establish yourself as an expert though, there are two, and only two ways to go about marketing.
You need to answer these two questions:
1. Who are your customers?
2. What do you want them to do?
Out strategize your competition.
Figure out the best methods to present your law firm online. Marketing your law firm not only spreads the word about your services but can help you gain leads and bring you the kinds of cases you want. We’ve come up with thirteen law firm marketing tips to help you get started – all of them can be applied to your personal law firm marketing plan!
1. Share your expertise.
Write about what you know.
Share content relating to the area of law that you practice and present yourself as an authority in your field.
Are you a real estate lawyer? Criminal defense? Personal injury? Be aware that in each area, you’re marketing to a different set of clients with different needs and interests.
Share what you know to the people who are impacted by your services. Posting blog articles on different aspects of law in areas your practice is a good way to educated the public while asserting yourself as an experienced authority in that area of law.
2. Have a clear target market.
Know your audience.
What locations are you serving? Is it suburban? A big city or entire state?
If you are a DUI lawyer, your client will have different needs than someone involved in estate law. Have a strategic marketing plan to cater to your audience’s interests and needs to create the most impact in your community.
3. Create ideal client profiles.
Who is your ideal client? Who is using your services? What types of cases are you passionate about taking?
Also called avatars, ideal client profiles help flesh out the details and main points of the customer in your niche. They help you create a clear image for your ideal client base so you can tailor content and marketing efforts to more specific groups of people.
Creating an avatar for your potential clients will allow you to focus on who you are talking to and how you can successfully connect with them.
4. Have a conversion-based website.
Your website should operate like a salesperson.
The homepage speaks to your target market, the about page informs them, and the contact page captures their information right then and there. Have a website focused on results and action so that you can gain new clients efficiently.
Be sure to have a page dedicated to each city you serve. This will help you to rank locally in search engines and make it easier for future clients to find your site.
5. Don’t overlook phone calls.
What do you want your customers to do?
Give a clear course of action for how customers can obtain your services and contact you. Share your phone number not only on your website but in every other appropriate medium, such as on your social media pages and in legal and local directories.
Phone calls are the ever-classic method of doing business and interacting with your clients. Likewise, some clients prefer it over using online forms and social media. Make it easy for people to give you a call.
6. Make an online contact form.
Make it easy for clients to know where and how to contact you.
Do more than just list your email and phone number online. Go the extra mile and create a contact form. Not only is this a way for potential clients to ask questions or submit a case for a free consultation, online forms can capture client’s contact information for your record and future use.
Be more than just their lawyer. Be available to help clients in little ways by responding promptly to online messages, having clean and clear contact forms and methods of communication.
7. Use live chat.
Live chat messaging on your website is a must.
Let clients have access to your expertise and services during business hours more easily with a live chat tool on your site that is easy to find and use. This is similar to an instant messenger feature on Facebook but takes out the middleman and directly links you to your clients.
This form of direct dialog combined with a quick response rate affirms to clients that you are a reliable resource to answer their questions and cater to their needs.
8. Get testimonials.
The credibility of a law firm is based largely on its reputation.
Gather testimonials from former clients and even other law firms you have worked with to share your stories of success and build your credibility fast.
Ask your former clients to rate their experience and give feedback. It’s as simple as that. Likewise ask all future clients to give reviews so you can continually have resources affirming your law firm and sharing customer satisfaction while building up your credibility.
9. Grow your expertise and affiliations.
Build a network of professional affiliates and experts in your field.
Get advice, network, and develop your business profile. Join legal groups and get accreditation from the experts and your peers. Always be improving so you can market yourself as the best and provide the best service you can.
Here are some great expert and affiliation sites to build your profile:
National Trial Lawyers Top 100
National Trial Lawyers Top 40 Under 40
Martindale-Hubbell Peer Reviews and Attorney Reviews
The Expert Network
10. Create blogs and other digital content.
Expand your content.
Do more than just write articles on different legal topics and themes relevant to your law firm. Create infographics, videos, and eBooks dedicated to answering questions your target markets will be asking. Add content consistently, even if it’s just once a month.
Blog posts can generate a large amount of traffic to your site and increase awareness of your law firm. Write about topics you think will most appeal to your clients or be the most helpful. Share your knowledge on specific subjects in your area of law.
11. Have downloadable resources.
Be accessible to your clients.
Publish downloadable resources such as a guide to courtroom etiquette or even downloadable versions of your blog articles or a compiled mega blog. Proliferate your digital content by transforming blog articles and web page content into things like eBooks and PDFs that clients can download and use at their leisure.
This gives your clients a resource they can have on their laptop or even print, something tangible. It shows that you care and will go the extra mile to provide information and advice.
12. Optimize your social media.
Start small and build your following.
Build up your local and online communities first and make connections in your area to develop a strong and vibrant network of clients and support.
Use social media for more than just advertising. Follow people and pages in your area or that are relevant to your practice, such as local business and other law firms or legal blogs.
Don’t be afraid to take photos around the office, share staff profiles, and other visual content that will engage your audience and give them a better idea of who you are and what you do day to day.
13. Dedicate time for marketing.
Be organized in executing your plan.
Set aside designated time each week to focus on marketing and managing your social media and website content. If you don’t build it, they won’t come. This is true for websites and it’s true for marketing.
It’s easy to get behind on blog posts or creating and posting regularly from your Facebook or LinkedIn. Make a schedule and stick to it to maintain your marketing strategies and consistently create and share content with your audience.
Kayla is the Director of Content & Social Media at Enable. The newest addition to the team, Kayla is an Indiana native with a background in design and writing. Outside of work, she enjoys music, art, remembering useless facts about movies, and generally trying to appear to know what she’s doing.