Regardless of the type of business you run, it’s important to have a strong marketing strategy. For certain businesses, the way you can go about making your marketing strategy a reality differs, and marketing for a law firm comes with its own specifications. Digital marketing is something you can still learn and appreciate across the board, but the way you approach this online world comes with a different set of rules.
That’s why we’re here to help you. We’ve compiled a list of the best ways to generate marketing for a law firm. From using social media to your advantage, to engaging in video marketing for your website, and creating landing pages with offers that people will sign up to receive, take a trip across the cyber highway to learn how to bring your law firm into the 21st century. Let’s get started!
Here Are The 19 Ways of Marketing For A Law Firm
1: Blogging and Content Marketing
One of the most important things you can be doing for your website is content marketing. Most people don’t associate a blog with a law firm, it’s true. However, creating a blog for your law firm is maybe one of the smartest things you can do. When it comes to marketing for a law firm, you want to make sure that what you’re creating is something that has value for your clients, and your target audience. Maintain a weekly schedule where you update your blog with posts, regardless of the size of said posts. Google really engages with fresh, recently uploaded content. Take advantage of the algorithm and get yourself on the first page of Google search results with some quality blogging content.
2: Use Social Media Intelligently
It’s no secret that social media is the powerhouse of the internet these days. With platforms like LinkedIn, Facebook, and Twitter easily being used for business purposes, it makes sense that part of your marketing for a law firm requires integration of social media. However, it’s important that you use this power to your advantage, as opposed to ruining your reputation because of it. Social media management tools are a wonderful thing for a staff that’s constantly working, and investing in something like HootSuite or TweetDeck can ensure that you’re getting the content you need out there to your audience at the best possible time. Just make sure that the best possible time doesn’t coincide with an important meeting you’ve got planned—you want your potential clients to have faith in your knowledge without doubting your credibility.
3: Invest in Google Analytics
One of the best things you can do for your website is the use of analytics. Analytics is a tool that allows you to see when people visit your website, and to track how long they stay on your page. It also lets you see how they got there, where they came from, and where they click around before leaving. Marketing for a law firm requires you to make sure that people are finding your website with ease, and installing analytics can let you see how people are finding your firm. It’s important to make sure that the keywords you’re choosing to focus on are getting the job done, and through analytics, you can conduct research into what’s working, and what’s wasting your time and your money. Analytics is important for any business to invest in, and making sure that your law firm is taking advantage of something like this is imperative to your long term success.
4: Engage on LinkedIn
When it comes to social media marketing, LinkedIn is important for fellow business owners. Through LinkedIn, you can engage and interact with people that create and foster the community that you’re apart of. When it comes to LinkedIn, for business owners especially, it’s a wonderful place to build up professional relationships between yourself and other businesses, either in the area or in your specific area of expertise. Marketing for a law firm works in the same way—LinkedIn in an amazing tool that you can use to create a bond between yourself and other local businesses that you’ve worked with. Allow yourself to give them a review, endorse what they do, and reach out to solidify just how amazing the experience was for your firm. This way, you’re showing initiative to be a part of something special, while also holding up other businesses that provide the same level of excellent service that you do.
5: Determine Yourself as the Top Expert
Additionally, when it comes to marketing for a law firm, you want to make sure that you’re the go to business when people need help with your specification. Through experience, knowledge, research, and content creation, make sure to establish yourself as the leading expert in your field. By showing your clients, both new and old, that you know what you’re talking about, you’re fostering a strong sense of trust between buyer and seller. Nothing is more important than building strong relationships with customers that buy your services. By ensuring that you’re the best of the best among your competition, you’re giving them a strong foundation to build yourself on, while showing the talents that you have when it comes to knowledge about your area of expertise.
6: Build Trust
Tying in with being an expert, you want to be able to build a strong sense of trust between your business, and your clients. Marketing for a law firm, like most businesses, requires a certain level of transparency. You want to be able to show the people that come to you for help that you’re a business they can rely on when the going gets tough. Provide them with educational content that shows you know what you’re talking about. Make sure you stay in contact with clients, even after the case is over and they no longer need your services. This shows that you still care about them, both as a person and as a customer, and ensures that you’ll be top of mind if they ever need to come back and settle something else you can help with.
7: Mobile Accessibility
Simply put: it’s 2019. This means that nearly everyone in the world is using a smart device. Whether it be a smartphone or a tablet, a huge part of marketing for a law firm is ensuring that your website is fully accessible on a smart device. Most web searches nowadays come from a smartphone, and if someone is looking for immediate results while they’re on the move, your website should be ready to provide the best answers possible with a mobile-accessible website. Investing in good design and ensuring that people can find what they need to find—your contact information, your brand statement, and the services that you can provide to people who need it. If you want longevity to your firm, you need to make sure you’re updating your content to thrive in a digital and fast-paced world.
8: Invest in Online Referrals
Online referrals are one of the best ways to build a loyal customer base. When you work with a client that leaves a highly rated review, what they say about your business can and does influence what other people think about your business before engaging with you. When you’re marketing for a law firm, it’s important that you do the very same. Either through your own website, through things like Yelp!, or through sites designed and dedicated specifically to law firms in the area, allowing customers and clients to leave reviews of your business and their time with you allows you to build up a reputation with future clients and within the community. This also allows people who you’re targeting to find your business with more ease since referrals rank very well in Google search results. Fostering important links with your customers can lead to better reviews and better outreach.
9: Focus On Community
For local businesses, it’s important that you engage with the community you’re in. The best way that small businesses survive is with alliances and strong relationships with the other businesses in the area. Marketing for a law firm works in the same way. As important as it is to make sure that your business is technologically updated, it’s also just as important to remain loyal and honorable to the community that gave you the start you needed. Connect with other businesses in the area for a variety of events. Sponsor something that people can attend, and get the word out through word of mouth about what you do and how you can help. This helps generate a personal touch among your clients and your audience, as well as fosters an important foundation of trust within the community.
10: Invest in SEO
It almost seems too obvious to state, but when it comes to marketing for a law firm, investing in SEO is essential to long term success. The way you choose to invest in SEO can be entirely your own. There are things to think about, though, like Google Ads, and what content you’re willing to pay for. Google Ads helps you reach the top of the Google search results a little faster, and can help your business get noticed if you’re having a hard time reaching the audience that’s intended. On the other side, investing in things like amazing content creation for free can help get the word out about your business in a creative and affordable way. Use the keywords to your advantage, create content that not only educates but inspires. Offer opt-ins for clients and new customers through things like an email list, and content that engages them from the very beginning. Videos are also an amazing source of content that does wonderfully with SEO—whether it be a short explanatory video or an instructional guide on how to get something done, your business can flourish when the time is put in the right investment.
11: Email Marketing
Email marketing is still alive and well! It may not be one of the fastest ways to get in touch with people in a fast-paced world, but email marketing is still something you need to consider and invest when it comes to marketing for a law firm. Generating a list of people that are either clients or people interested in what you have to do is important, and can help you close the gap between maybe and definitely when it comes to sales. With law firms, it’s important that your specialty won’t always be something of a “necessity” when it comes to people and the purchases they make. You’re something people need when the time is right and something happens in their life that requires your services and knowledge. Build up a trusted relationship by creating a newsletter that informs people of your week to week activities in terms of new content, new staff members, and new ways to help people. This keeps you at the forefront of their brain if things come to it, and ensures that your new clients are people who already know what you’re capable of.
12: Video Marketing
It’s safe to say that video marketing is the avenue of the future. As of right now, it’s one of the most popular ways to get your message across, and it’s important to keep in when you’re marketing for a law firm. YouTube is one of the most successful websites of the last decade and is host to billions of users. These users are looking for content that you could easily provide, and by investing in something of a short series, you can teach them little snippets of what they need to know for free! From there, you can drive traffic back to your website, and to your company, through something that’s free and manageable. This content can be short, educational, and can provide people with the right information to contact you with any questions they could have regarding the services you provide, or the situation they’ve found themselves in. Additionally, Facebook videos are among the most viewed when it comes to video marketing. Invest in posting these videos to your other social media sites to get more clicks, more views, and more connections.
13: Embrace Customer Service
One of the most important aspects of any business is customer service. Marketing for a law firm works in the same way that marketing for any business should—heavy stress on top of the line customer service. When interacting with anyone who is interested in working with your firm and seeking your services, you need to make sure that your staff is informative, friendly, and promotes a healthy workplace for everyone involves. When you interact and work with someone, don’t hesitate to reach out to them after all is said and done, even if it’s just to check up on how things are going in their neck of the woods. Use social media to engage with the people who are interested in your business, and make it a point to answer and respond to their outreach and their questions. On top of being kind and nice to people, you’ll be fostering a good environment for business and for sales. This helps you keep the clients you’ve worked with previously, as well as create new sales relationships through the amazing customer service you’re giving.
14: Stay Well Informed
Though we may not always mean to do it, one of the easiest ways to lose grip on a client is by not knowing enough about what they do, and who they are. The world moves so quickly, and keeping up can accidentally fall to the bottom of your list when your plate is already full. That’s why it’s important in marketing for a law firm to stay current on the people you’re working with. Make sure you’re doing your due diligence when it comes to research, communication, and up to date check-ins when push comes to shove. By ensuring that your information is always current and relevant, you’re building and fostering a strong sense of trust between yourself and your clients. Additionally, being well informed makes the process of providing them with legal counsel easier than ever. By knowing all the facts, you can put your energy into making sure that your client gets what they want. Put in the time and the effort, and the results will be worth it.
15: Create Landing Pages
One of the most important things a business can do is create and generate landing pages. Marketing for a law firm works in the very same way. A landing page is something you want to create that drives traffic back to your initial website. This landing page can come with some sort of free opt-in for potential clients, as well as some valuable information to seal the deal. Law firms have a more niche aisle to work with, therefore you’ll want to make sure the content you write and create for your landing pages is keyword specific to what you’re trying to rank for. Additionally, don’t be afraid to give away what you would consider some of your best content for free. Small snippets of a bigger picture can entice people to click through for more information. Use what you think is valuable and the most relevant to your brand, and the services you provide.
16: Think About Live Chat
Though it might not seem like something you should consider at a first glance, marketing for a law firm can be about taking chances if you allow it. Therefore, considering some form of a live chat on your website could be something worthwhile. A live chat is a plug-in or a program that allows you to connect your Facebook messenger to the front page of your website. A real person sits on the other side, waiting for someone to message them about anything they have questions about. Applications like ManyChat use this feature successfully and make it easy for customers to get in touch with people who run the business in a direct route and easy to use format. This can help improve your customer service, as well as give you a personal way to connect with the people who want to work with you. Building an important relationship can start here, and bring your business clients through social media in the process.
17: Create a Sales Process
A sales process, or a sales pitch, is what you open with when you’re trying to conduct and close out a deal. Marketing for a law firm requires the same dedication to understanding your customer base and creating a process that works uniquely for the situation that you’re in. Think about things like what your staff says when they greet people who call into the office. The law world is competitive and feisty, and you don’t want to fall behind to your competition because your ability to sell yourself to your client is lackluster. Find a way to talk yourself up without seeming overconfident. Feel free to let clients know of your experience, about how you can help them in ways that other lawyers the area cannot, and make sure to state plainly the benefits of working with you and your firm. Being a strong believer in yourself and your business is the best way to start an interaction with a potential client.
18: Consider Private Content
Content is one of the best marketing tools around. Though it might seem counterintuitive with the content you might already be creating for landing pages and a possible blog, content that’s saved for clients who sign up for a mailing list of some sort is an amazing way to generate some strong marketing for a law firm. You can’t be expected to give away your best tips and tricks for free, after all. By giving people a taste of what they can learn if they choose to collaborate and follow your company, you can increase traffic and generate a target audience full of potential clients. Have them sign up on a landing page to be apart of a weekly newsletter. Create a Facebook group dedicated to your specific expertise when it comes to the law. Once you’ve gathered and generated this group, provide them with content that only they can see. By creating this sense of exclusivity, you’re also generating a sense of urgency from those not on the list. This builds interest and a stronger audience.
19: Use Online Directories
If you’re not already, you should definitely be enrolled in online directories of law firms in your local area. Some of the best ones are available for free use, like the much used Avvo. By creating a free account on these sites, you can register yourself in the area, and make your way onto a list of lawyers that people can contact should they need your services. This is top tier marketing for a law firm—not only are you putting yourself out there for anyone on the internet, but you’re also jumping in line with your competition to be among the best of the best. Online directories are often used like Google for people to find lawyers that best suit their needs, and having your business information is a quick and easy way for customers to locate you, and make their decision.
Marketing For a Law Firm: Invest And Grow
In the end, marketing for a law firm isn’t as tricky to grasp as marketing for any other business. There’s a few specific niches you need to consider, as well as content that caters to an audience that might not need your services right away. A law firm isn’t something that people need on a daily basis. Instead, a law firm is something that people seek in matters of emergencies and sometimes stress. Make sure that you’re doing everything you can to reach out to your audience in the most effective way possible. Be personable, create a sense of trust, and build on your relationships to keep clients in your database for the long haul. That’s how you generate long-lasting success.