There are plenty of law firms in the market competing with each other. And they all try to gain the greatest intakes. So, the best way to reach a massive audience is through dedicated lawyer marketing.
This is where the first connection with potential clients takes place and it can be done through a number of channels. But which ones should you use? The answer to this question will depend on what approach your law firm has chosen for marketing. Read more below to find out!
Lawyer Marketing Step 1: Social Media Marketing
It’s all about building relationships, and it’s no different for law firms. Social media is a great way to share information and stay in touch with clients, as well as potential ones. It can also be used for reaching out to influencers and journalists who are interested in what you do or want more details about your work. Posting content on social media platforms will draw in potential clients who are active on these sites themselves with their own thoughts, opinions and reviews. It is a great opportunity to interact with people who have had similar experiences or share views that align with yours.
Lawyer Marketing Step 2: General Marketing or ‘Old School’
Direct mail still works! This includes everything from newsletters, brochures, pamphlets and business cards. From postcards to letters with custom envelopes this can work effectively. These are great for getting the word out about who you are but they don’t work as well if people can’t find them. The only difference is you are not targeting a specific audience.
Lawyer Marketing Step 3: Inbound Marketing
This is all about providing valuable content to people in order to engage them with what you do or become more interested in it. You could provide tips, advice and insights into the field of law. This type of content is also great for inbound links from other websites that you’ve earned by providing excellent information on your blog or website. Read more information on inbound marketing.
Legal Marketing Step 4: Content Marketing
You will want to ensure that all your marketing campaigns are 100% consistent with one another so as not to confuse potential clients. This includes the branding of your company logo, color scheme and tone. Read more general information on content marketing.
Legal Marketing Step 5: SEO Marketing
This is directly linked to inbound marketing, which is a content-based marketing strategy that focuses on attracting clients by producing and distributing content related to your specialty. On Page, Off Page and various other strategies make up SEO Marketing. You can find out more about SEO Marketing here.
Lawyer Marketing Step 6: Paid Ads
Paid advertising: this includes all of the “invisible” ways that lawyers pay other companies in order to be seen by potential clients, such as Google ads , LinkedIn ads, Facebook Ads or banner advertising on sites like Lawyers.com. Read more information on lawyer PPC
Online Reviews & Reputation Management
You want to make sure that you are always on top of any online reviews by potential clients. This is a way for them to see what others who have been in their situation thoughts about your work, and it will give you an idea of how they might react if you call them back for another case. Read more information on online reputation management
All of the above can have a great impact on marketing for law firms. However, each strategy works better for certain areas of law than others.
For example, a law firm that is focused on family law may want to focus primarily on Inbound or SEO marketing. Meanwhile, a litigation-focused lawyer may benefit more from the power of Google ads or paid advertising sites. or vice versa. What you really need to do, is talk to a dedicated law firm marketing company.
Ideally, look for an agency who will work with you and develop a relationship with your law firm. And it will come as no surprise that you will be able to quickly determine who can do the best work and provide the ROI you expect.
Some final thoughts
After reading this blog post, you should be able to better understand the importance of lawyer marketing. For example: how it works and what strategies are most effective for different areas of law.”
So whether you’re a solo practitioner or in-house counsel at a large corporation, use these tips to improve your firm’s reputation and attract more prospects.”
“The more effectively you market, the greater your chances for success. And now that you know these lawyer marketing strategies to help grow and protect your law firm’s reputation it won’t be long before they start working in your favor!”.
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