Few things are more important to the success of your law firm than generating new business. Whether you are a large, multi-office firm, a sole practitioner, or something in between, you need new clients coming in consistently to remain profitable. And for your law firm to remain competitive, it needs a powerful and effective marketing strategy.
If you’re like most attorneys, you don’t have time to wear multiple hats. Your strengths lie in representing clients, not building websites, figuring out SEO strategies, or social media marketing. You probably need some help to achieve the best results. But who can you trust to provide it?
If you’re like most law firms, you probably get emails, calls, and mailers ad nauseum from companies trying to sell you law firm SEO services. They might make outrageous promises, like guaranteeing the “number one spot on Google for your desired keyword for just $300/month.” It’s important to understand that those ads are scams, and you will not get the results you need from that type of business.
Digital marketing for law firms is highly competitive, so you need a partner that is honest, knows what they’re doing, and can produce results. But there are so many options! How do you know if you are making the right choice? Here is what you need to know about legal marketing and several things to consider when choosing your next law firm marketing agency.
What is Law Firm Marketing?
Law firm marketing is a strategy for attracting new potential clients to your legal practice. A law firm marketing plan will be customized to suit your particular needs and goals. But it might include a mix of website design, SEO, digital ads, social media marketing, content creation, and more.
No matter how you approach it, marketing your law firm can easily consume a significant amount of your time and energy. Most lawyers struggle with creating a robust digital marketing strategy that reaches their target audience and persuades them to become clients. The right legal marketing agency can help achieve positive results while the legal professionals in your firm focus on what they do best — serve clients’ needs.
Benefits of Marketing Your Law Firm
First, not marketing your law firm can be a major mistake. Unless you practice an area of law that is so specialized you have no competitors, you need to find a way to set your law firm apart. Here are just a few of the most important benefits of legal marketing.
Grow Your Client Base
The most direct benefit of law firm marketing is the ability to grow your client base and boost your firm’s overall revenue. The right digital marketing strategy will produce qualified leads that are already searching for your law firm’s services. You can easily convert these leads into new clients by nurturing them. This new customer base represents a golden opportunity to attract new business through repeat business and referrals.
Boost Your Law Firm’s Reputation
Another great benefit of marketing your law firm is that it gives you the resources necessary to improve your firm’s reputation. How the public perceives your brand is vital for building the trust you need to attract new prospects and convert them into clients. Through ongoing marketing, you can create name recognition and establish your law firm as a reputable authority in its field.
Learn More About Your Target Audience
When you’re marketing your legal services, you need to know as much about your target audience as possible. You might think you understand their wants and needs, but you’ll learn so much more about them through your legal marketing efforts. Using social media, email marketing, and other strategies, you’ll gain more insights into what your audience wants, allowing you to better meet their needs and focus your marketing efforts.
Inform Your Overall Growth Strategy
Finally, you’ll be amazed at the way legal marketing can save your law firm time and money when it comes to lead generation. An effective digital marketing strategy helps you attract more clients, produce more revenue, and set your law firm up for success as it continues to grow.
Consider These 5 Things When Choosing Your Next Law Firm Marketing Agency
When you’re looking for a law firm marketing agency, it’s vital to remember that not all agencies are created equal. A lot of factors must be given consideration when making your decision. Here are five things to think about when choosing your next law firm marketing agency.
- Experience and Expertise
When you choose a legal marketing agency, it’s important that you consider the agency’s level of experience and expertise. The digital marketing landscape is changing constantly, so you need to choose a partner that is up-to-date on the latest trends.
A reputable marketing agency will have extensive experience working with law firms of every shape and size. They will also have a deep understanding of the unique opportunities and challenges that come with marketing in your industry. For example, the American Bar Association has created rules of professional conduct for lawyers and law firms that market their services in the digital marketing age.
- Legal Marketing Services Offered
What services does the marketing agency you are considering offer? Not all agencies offer a full complement of services. You’ll want to find an agency that offers a wide variety of legal marketing services, such as web design, SEO, social media management, content creation, digital advertising, video production, branding, and more.
What’s just as important is that the agency you choose creates a customized plan to meet your specific needs. If an agency tries to sell you a cookie-cutter package, it may not be the best option. When you meet with the agency for an initial consultation, the marketing professionals will learn more about your law firm, its clients, and the goals you want to achieve.
- Reputation and Client Feedback
You don’t want to be a guinea pig for someone launching a new marketing business. Search for a legal marketing agency that can produce a body of work and some positive client feedback. Most consumers (over 50%) do online research before they buy a new TV or switch doctors. There’s no reason you shouldn’t do some detective work when hiring a legal marketing firm.
Look for an agency that has handled marketing for law firms similar to your own. Review their websites and ask the agency for testimonials if they don’t have any posted online. Any reputable agency will be happy to provide you with this information.
- Communication and Transparency
Communication and transparency are essential when working with a legal marketing agency. Without open and clear communication, it can be challenging to understand what the agency is doing, why they’re doing it, and how it affects your business.
Even more, transparency ensures that both parties have accountability for their respective parts. When your agency is transparent about its tactics and strategies, this builds mutual respect and trust. Because of this, both parties are more likely to be satisfied with the relationship.
In short, you want to work with a marketing agency that keeps you informed at every stage of the process, from the initial strategy session through implementation and regular reporting. And your agency’s communication style should match what works best for you. In other words, if you prefer email versus phone calls or vice versa, your marketing team will be able to accommodate your needs.
- Pricing and Your Budget
Marketing agencies provide a critical service to law firms of all sizes. But pricing can be a major determining factor when it comes to choosing a digital marketing agency. While your law firm might be drawn to the lowest-priced option, it’s important to consider the value that a high-quality legal marketing agency can provide.
In many cases, an agency’s pricing is directly related to the expertise and experience of its team. More experienced agencies that produce the best results typically charge higher rates. But they also offer an elevated level of service.
When choosing a digital marketing agency, you certainly want to consider your budget. But don’t forget about the value you are receiving. You don’t have to handle this part of your business on your own. And the increase in conversions you get will easily produce a fast return on your investment.
Partner With a Results-Driven Legal Marketing Agency
Choosing the right law firm marketing agency can be challenging. But your choice can make the difference between getting the results you need and continuing to struggle against fierce competition. At Too Darn Loud Legal Marketing, we specialize in helping our legal clients increase revenue and achieve growth.
From big to small firms, we have helped legal clients dominate their market to achieve game-changing results. Our approach is completely customized, meaning we only recommend the services you need, and that will produce results. Give us a call at (800) 649-1764 or reach out to us online to schedule a free initial consultation.