Effective marketing is key to growing your law firm. However, what constitutes “effective” marketing is always changing and evolving. It’s important to stay on top of marketing basics as well as the latest trends. Our experts have compiled some of their favorite marketing tips for law firms.
Advice for legal marketing firms
1. Increase inbound marketing
Do your best to meet prospective customers where they already are. A good entry strategy focuses on attraction, satisfaction,
and engaging with your audience. Finding more ways to fill your funnel is essential as a growing practice. Inbound marketing tactics have been found to generate up to 54% more results than other tactics.
2. Focus on Social Responsibility
Research shows that trust is absolutely crucial when people choose who to do business with. Taking a stand on important issues and showing your credibility and values is a good way to get attention from prospects. Note: do this in a genuine way and not just as a promotional tactic. Consider what you really care about and put more effort into those areas.
3. Create short form videos
“Tasteful” videos are taking over social media with platforms like TikTok and Instagram Reels, and video is a worthwhile investment for any marketer. Shorter forms of content get to the point and are easy to consume, so they’re more likely to be viewed.
4. Test the audio content
Podcasts and other forms of audio content have become more popular, but some in the legal industry have been slow to adapt. However, podcasts, Twitter feeds, webinars, and other forms of audio content are useful when marketing law firms because they provide value to your audience.
For a comprehensive look at how to create a successful podcast, check out this free e-book: The Law Firm’s Guide to Podcasting.
5. Don’t neglect the customer experience
No matter how great your marketing is, if you’re not delivering results for your clients, your firm won’t grow. Make it a point to please your target market at every stage and don’t be shy to let your audience know when you do.
6. Use your Personal Network
Chances are there are several people within your organization who can evangelize your services. How quickly and widely can they do this? Think about the tools you can offer that will help them promote your firm in an organic way.
7. Develop a personal brand
Thought leadership is an essential component of legal marketing. In addition to the firm’s efforts, senior attorneys should pursue their own efforts. They have to write articles, attend events, speak on panels, etc. Having a “name” within the industry will make your firm more discoverable and trustworthy.
8. Evaluate your service’s market fit
The founder of management theory, Peter Drucker, once said: “The goal of marketing is to know and understand the customer so well that the product or service fits him and sells himself.” Research your ideal customers and match your services to their needs.
9. Understand your target audience
It is important to conduct extensive market research when marketing law firms so that you fully understand who your customers are and how to reach them. Then, find the right language to speak to them.
10. Highlight results
Results are always important, but people with legal challenges are especially concerned about results. It is important to show excellent results whenever possible when marketing law firms. Share testimonials, promote case studies, interview clients on webinars or podcasts, and otherwise look for ways to market your amazing results.
11. Create a warm connection with your brand
People are more likely to work with you (or continue to work with you) if they have happy memories or enjoy the personalities of your staff. Consider hosting charity events, creating longer videos about your values, or sending out real holiday cards to remind people of your great staff and culture.
12. Write an advertisement
An advertisement is an article that is an informational article but really promotes a product or service. Law firms can use this technique to foster positive brand impressions while also sharing valuable information. Some reputable publications accept advertising and can significantly expand your reach.
13. Anticipate future needs
Just another reason why it’s important to understand your target market is to think about what they might need next. Knowing the wants and needs of your target audience will enable you to create campaigns in advance. Go beyond what they say they want and think about future needs they may not know about yet.
14. Don’t underestimate the franchise
Many times, absence creates interest. Use exclusivity to make customers feel like VIPs. Things like “key customer” events or key customer programs will make customers feel valued and also like they are part of a “crowd”. This can help in customer retention and even become a point of value for potential customers as well.
15. Be fun
Regardless of which marketing channel you use, getting and keeping interest is valuable. Whether you’re using online advertising, video, social media, etc., interest will go a long way. Use captivating language, engaging images and videos, and real-life examples when possible to grab their attention.
16. Create content for each stage of the buyer’s journey
Part of understanding your target audience is understanding how their needs will change as they move down the sales funnel. For example, a person who is not even aware of your firm will resonate with different content compared to someone who attended your webinar and followed you on social media.
17. Get more bang for your buck
When you’re a small but growing firm, it’s essential to use your capital in the best possible way. This isn’t really a marketing tactic per se, but a reminder to choose investments wisely and monitor budgets closely. There are many ways to add tactics to your marketing plan in a cost-effective way by utilizing resources such as free e-books or educational webinars.
18. Event Host/Webinar
Creating something of value for your audience can go much further than just posting blogs and social media posts. You can also use online and in-person events to educate your audience on topics they want to learn more about. This will help position your firm as a thought leader as well.
19. Take advantage of virality
Viral material spreads quickly and reaches a wide spectrum of people. By practicing social listening and spending time on social media, you can see what topics are hot button issues and what challenges, hashtags, or other articles are currently popular. Then find ways to integrate them into your marketing tactics. Also, make notes of which topics peak in value during certain times of the year. For example, if you are a personal injury attorney, a blog post on swimming accidents would be best during the summer.
20. Practice Social Listening
Speaking of knowing what’s happening in the world, you need to know what people are saying about your firm. Keep a close eye on your social media channels and what’s happening with them. Take the time to respond to people, thank them for their comments, and answer questions. If you ever get negative feedback, don’t ignore it or delete it – address the issue immediately and let your social followers see that you’ve done so. A tool like Brandwatch can help with this.
Takeaway:
These ideas include some old principles as well as some of the latest trends. The important thing with legal marketing firms is to stay up-to-date on the legal marketing landscape and then adapt your strategy as needed. However, this is easier said than done – almost all firms are time constrained.
