There are approximately 4,50,000 law firms in the US. Hence, establishing a strong online presence becomes a must to stand out. You need to consistently come up with new strategies for building your brand online whether your business is just getting started or is already established.
While you can always reach out to successful law firm marketing agencies to build law firm marketing strategies, it helps you know the fundamentals of devising a marketing strategy for your firm.
We’ll talk about it in a minute. However, before we move on to ways to market, let’s understand what a law firm marketing strategy is.
What Is a Law Firm Marketing Strategy?
A law firm marketing strategy means a holistic approach to promoting the firm’s services.
Doing so needs the firm to define its overall marketing objectives, target audience, services they intend to promote, and brand messaging. The primary goal for developing such a marketing strategy is to attract potential clients. Now, this could be achieved through either offline or online promotional methods. Since most businesses today have a digital presence, law firm marketing strategy includes a mix of SEO, blogging, video marketing, paid ads, print, and digital marketing.
Why Is Law Firm Marketing Strategy Important?
Maintaining a profitable legal practice requires the firm to earn new clients and retain the existing ones. It’s no easy feat. However, going strategically will help mitigate potential bottlenecks in reaching the clients.
A law marketing strategy for lawyers aims to boost brand recognition and ensure your firm remains visible to potential clients who may be interested in your services.
Identify the audience
When devising a marketing plan for a law firm, you must find potential clients you want to serve. Defining your audience will help you tailor your marketing strategies in the right direction. Ask the following questions if you need some law firm advertising ideas:
- What are your services?
- Which industry do you cater to?
- Who could be your potential clients? Why?
- Do you offer legal documentation or a consultant, or both?
- Do your services benefit corporations?
Create a compelling brand position
Creating a compelling logo, brand message, and other marketing collaterals that reflect your firm’s core values helps you set yourself apart from competitors. This is true when you develop a law firm marketing plan for any legal firm. Even the best law firm marketing campaigns have a clear brand position that attracts potential clients.
Establish a solid online presence
Create an online presence by posting engaging and informative content to create brand awareness among users. This includes posting static posts on social media channels and long-form videos on YouTube. All successful legal marketing strategies at the base have content in some format.
Use an integrated approach
Once you define your objectives, mix and match several legal marketing strategies to get the desired outcome. Richard Nelson LLP, a UK-based law firm, used an integrated approach to boost its visibility. This is the best law firm marketing example using multiple marketing methods to promote their services.
Their goal was to increase employment-related inquiries by 50%. Their marketing strategy comprised content, SEO, and PR, which helped them achieve the outcome.
FAQs about law firm marketing strategies
How can law firms improve their online reputation and brand image to attract more clients and increase their revenue?
Content is rightly said to be the King. Create valuable content and publish it on your social media channels and website to increase brand awareness and build viewer trust. Publishing content regularly will attract potential clients and help your business to gradually build a reputation.
What are some best practices for law firms to engage with their clients and prospects on social media platforms?
Start with publishing valuable content on social media channels at regular intervals. Engage with other accounts of your domain and connect with influencers interested in endorsing your firm. Look out for law firm marketing examples and learn what they bring to the market. Instead of simply posting content, research, and work on ways to optimize each post.
What role does content marketing play in a law firm’s overall marketing strategy, and how can it be used effectively?
Well-optimized content, along with building credibility, helps improve the SEO of the website. The law firm’s web content attracts backlinks when the content reflects expertise in the subject matter. Moreover, expert and SEO-optimised content drive more traffic and social shares, increasing the scope of boosting conversion rates.
How can law firms leverage email marketing to communicate with their clients and prospects more effectively?
Start a weekly or biweekly newsletter stating all the recent updates in your legal firm and some informative expert pieces to existing clients to attract potential clients. Make the subject line personalized for users to make it compelling. Utilize email tools to pull out a list of users who haven’t been active for a while and come up with re-engagement campaigns. Most law firm marketing plans have re-engagement campaigns as a vital part of the plan.
What are some key metrics that law firms should track to measure the success of their marketing campaigns?
A few key marketing KPIs to note include the number of marketing campaigns runs, budget, client acquisition, ROI, cost per lead, and client satisfaction. Tracking these KPIs with the right tools will set a path to future marketing strategies as well.
How can law firms use video marketing to showcase their expertise and build trust with potential clients?
Leveraging video marketing is a sure-shot way to get clients buzzing. Create and upload educational videos on YouTube at frequent time intervals. Embed videos into your existing blog posts so that it’s easy for Google to identify your firm. Also, make the most of social media by posting short clips, videos or reels on informative topics.
What are some common marketing mistakes that law firms make, and how can they avoid them to maximize their ROI?
A few common mistakes law firms make include having an outdated website regarding blog posts and other firm-related information, no focus on a specific target audience, underestimating SEO, downplaying the power of social media, and lack of client-centric informative content. If you look at successful law firm marketing examples, you’ll find they have these factors already covered.
