As a law firm, you might have a stellar reputation. But, if you aren’t proactively pursuing new clients and marketing your business, you will likely face some challenges. When someone is looking for a product or service, the most natural thing to do is to jump online. Hardly anyone uses a phone book anymore.
Your law firm’s marketing strategy will make it easy for those potential clients to find you. Even better, some of them may even recognize your name through some of your campaigns. You may not necessarily want to market your services, but it’s part of running a successful business. Here’s what you need to know about law firm marketing and some of the top strategies to get your message out effectively.
The Difference Between Sales and Marketing for Law Firms
It’s not surprising that many lawyers think marketing is the same as sales. There’s a difference. Marketing is everything your law firm does to get the message out about its practice areas, lawyers, and unique value proposition. It’s the messaging you put out that tells people who you are, what you do, and how well you do it.
Few attorneys get excited about having to “sell” their services. Fortunately, if your marketing strategy is on point, you won’t have to do much (or any) hard selling. By the time potential clients get to you, they know enough about your law firm to believe you can probably solve their issues. After you ask them a few pointed questions, you can usually convert these prospects into clients.
10 Effective Ways to Market Your Law Firm
If your law firm wants to grow and have qualified leads knocking on its door, it needs an effective marketing strategy. Here are some of the top ways to market your law firm.
Create a Marketing Budget
Not every law firm has the same amount of cash to devote to legal marketing. What would be a mistake is not taking this part of your business seriously. Make sure you create a marketing budget that factors in the potential costs as well as the returns you’ll achieve by attracting new clients.
Identify Your Target Audience
Understanding who your target audience is will help your law firm market its services more effectively. For example, if you’re an estate planning attorney, you likely know the average age of your typical client. This might dictate what type of content and social media marketing you will target.
Define and Promote Your Brand
According to a study by Martindale-Hubbell and LexisNexis, roughly 85% of law firms find that a majority of their website traffic goes to attorney bio pages. That’s because people are looking to hire a lawyer, not a law firm. They want to read about the individuals before deciding if they will contact your law firm for help.
This means that your law firm and your firm’s attorneys should define and promote their brands online. Just as your firm will have its own brand, so will each lawyer since some may focus on different practice areas.
Create a Well-Designed Legal Website
In today’s digital age, your law firm needs an attractive and engaging website that is easy to navigate. It should also be fast-loading, mobile-friendly, and secure. If it’s been a few years since you launched your website, it might be time for an update.
Invest in Ongoing SEO
Just having a law firm website isn’t good enough. It’s essential that you invest in ongoing search engine optimization (SEO) to achieve the best possible rankings on Google. This involves identifying and targeting the right keyword phrases for your website content, using proper title tags, meta descriptions, URL structures, and much more.
Produce Engaging Legal Content
Another way to get the attention of prospective clients is by posting valuable legal content. This helps your search engine rankings and draws visitors to your website who may wish to hire your firm. Create a list of the most frequently asked questions by clients related to your various practice areas. Then, dedicate a blog post or video to each of them. You can also produce content focused on changes in the law, seasonal topics, and interest pieces about your firm.
Claim Your Free Online Profiles
Your law firm’s website is just one place potential clients can find you. But there are others, whether you participate in the listing or not. So, you should claim any free profiles available on sites like Google Business Pages and various legal directories.
Foster Your Social Media Presence
Many of today’s consumers are active on social media. They use various platforms like Facebook, YouTube, Instagram, and Twitter to connect with friends and different brands. Make sure yours is one of the brands people see online in a helpful way, not an annoying one. Create a presence where you share information and even answer questions to boost your brand recognition.
Consider Online Advertising
If you want lightning-fast online marketing results, it’s going to cost money. But it’s possible to produce some clicks and engagement on your website using online ads through Google and social media. One of the benefits of Facebook ads is that they are easy to target in terms of geographic location and demographics.
Manage Your Online Feedback
A 2021 Legal Trends Report found that 82% of consumers sought client reviews when seeking legal counsel. When consumers read reviews, one of the things many of them look at is how the company responds. Clients will likely leave feedback for your law firm on Facebook, Google, and various legal directory websites. It’s critical that you monitor these sites for any online feedback so you can respond quickly and appropriately.
Your firm may not need every one of these items. What’s important is that it develops a strategy designed to reach new clients, engage existing ones, and grow the business.
Partner With a Results-Driven Legal Marketing Agency
Knowing how to market your law firm in a continually changing environment is only the first step. You won’t get the results you need unless you take some decisive action. And most attorneys already have enough on their plates without having to worry about the marketing side of the business. This is why you need help! At Too Darn Loud Legal Marketing, we are dedicated to helping our legal clients achieve growth and boost revenue.
From small to big firms, we have helped legal clients dominate their markets and achieve game-changing results. Our strategies are completely customized, meaning we only recommend the services you need and that will deliver results. Give us a call at (800) 649-1764 or reach out to us online to schedule a free initial consultation.