Posted by Jennifer Iverson
Every day, law firms are thinking about their business. Whether it be current business or future client acquisition, sole practitioners or large law firms, it’s always right there hanging out in the wings.
Is the content of my website attracting potential clients?
When should I deploy social media posts?
Should my blogs include visual media or simply be text based?
Am I reaching my target audience?
Whatever marketing strategy a lawyer or law firm takes, it always seems there might be something more that can be done to gain new business and reach potential clients.
Law firms face a broad range of responsibilities each day, from connecting with new clients to managing finances and keeping existing clients happy. Marketing is a crucial part of growing a client base, but there’s no blueprint for successfully getting the word out about their legal practice’s services.
Lawyers and law firms alike can learn from entrepreneurs who have successfully marketed their own businesses over the years. Here are a few can’t-miss marketing tips from successful business owners.
When launching or promoting a service, you want to know exactly who will be interested in, want or need it and how to reach that market. You will use very different marketing strategies for 20-30 year old women than you would for 40-50 year old men.
The key here is to know more than the types of marketing material that will appeal to these groups and know the best channels to use to get your ads or content to the group you are trying to target.
When talking about advertising through Facebook, Mark Zuckerberg says that,
“Advertising works most effectively when it’s in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook – they share information with their friends, they learn about what their friends are doing – so there’s really a whole new opportunity for a new type of advertising model within that.”
The decision to outsource your firm’s marketing can be both strategic and tactical. Many companies utilize outsourcing for any activity that is not core to their business. For example, developing a legal defense strategy may be central to your legal practice, while writing social media posts may not be. At the tactical level, companies often find themselves strapped for marketing resources to research and develop marketing campaigns.
Hiring a legal marketing firm for advice and business development eliminates the need for your legal practice to reinvent the wheel and takes advantage of someone who already has a level of expertise. When the hard work of marketing is turned over to a specialist, lawyers can then focus on what they do best.
Service-based law firms have the challenge of marketing their services amongst fierce competition on an ongoing basis. They can set up their legal website and list all of their services the same as any other law firm.
So what makes your legal practice stand out from the others?
Use your blog to post useful, informational articles on some of the most in-demand topics in your legal field. By providing this information and linking it across social media sites, law firms can broaden their reach without spamming customers.
Out of all his marketing tips, Neil Patel, co-founder of Kissmetrics says blogging is number one. It is the cheapest way to attract your target audience, which can then be converted to clients. The first step is to blog regularly since even skipping a few weeks can lead a legal practice to lose their hard-earned audience.
Additionally, Patel recommends progressively growing client relationships with influencers, which can expand a law firm’s reach when marketing help is needed. All of this takes some time, so it’s important to view these as ongoing efforts rather than random efforts when business is slow.
For law firms, reaching out to as many clients as possible should be a top priority. By channeling those diligent efforts in the right direction, your legal practice can enjoy more success, making the most of every dollar spent.
There is no lack of competition confronting attorneys and law firms today. So it is crucial to find the right firm to help lay the groundwork for a solid legal marketing strategy.
Our award-winning marketing team at Firm Evolution welcomes the opportunity to assist you. We provide a wide range of public relation and marketing services throughout the Pacific Northwest, Intermountain West and Midwest. We focus on the needs, goals and differentiating aspects of each law firm client. Our emphasis is on the big picture — leveraging the strengths of the individual attorneys, practice groups and overall firm on all fronts. We work closely with our clients to insure that all components of their marketing program – from press releases and marketing plans, to website and Internet campaigns – provide a strong foundation for maintaining existing clients and developing new ones. Contact Firm Evolution at 206.321.3220 to learn more.