Marketing is essential to growing a law firm. While word of mouth and personal recommendations are crucial in getting more clients, you need to move beyond the traditional ways and start incorporating more advanced law firm marketing strategies. In this article, we have compiled some of the most effective marketing strategies that have been practiced by successful law firms around the world.
Make sure your marketing strategy can build credibility for your company. Credibility is essential in the world of legal practice. There is so much at stake that clients naturally want to choose the best attorney to represent them.
Media exposure is a great way to build credibility. Being on television is one of the most effective ways to reach a wider audience. Apart from that, you can also optimize your website to showcase your company’s great reputation. There are 3 things you can write on your website to demonstrate your company’s credibility—how long your firm has been practicing, the awards you and your attorneys have received, and testimonials from clients.
Talking about client testimonials, you have to be careful with this. Don’t forget that as a lawyer, you are bound to the ethical foundations of a legal practitioner. Testimonials must be genuine and come from real clients. Paying people to give you testimonials is unwelcome and unethical, even if they come from real clients.
Don’t forget to highlight the best qualities of the lawyers in your firm. They are the backbone of your firm, and people will trust your firm if they believe in your attorney’s abilities. Make sure that your website has sufficient information about your attorney, legal battle experience, and expertise.
Focus on Branding
It is important for law firms to build strong brands. Branding helps you stand out and connect your message to the right clients. You need to resonate with your brand in every marketing technique. For example, you could write your company’s USP (unique selling position) as the main selling point of your website. That one sentence can tell your audience everything about your law firm—your vision, your specialization, and what makes you unique.
Create Educational Content
People hate hard sales. They will not believe you when you say that you are the best attorney with the best law firm in the country. If you want your potential clients to trust you, you need to demonstrate your credibility. Another way to show credibility as well as promote is to create educational content.
Educational content can showcase your legal skills and knowledge. The best thing about creating this type of content is that it is shareable. If you can create engaging content that piques people’s curiosity, you don’t have to ask people to share your content. They will voluntarily do the work for you.
Build Meaningful Relationships with Past Clients
Even though digital marketing is becoming a trend right now, we still cannot ignore the power of word of mouth. This is why it is so essential to stay in touch and build meaningful relationships with previous clients.
When you provide them with excellent service, your clients will recommend you to their friends and family who need legal advice. It is practical and free marketing. So make sure to build your network, especially if you’re setting up a practice in a small town where everyone knows everyone.
Knowledge is power, and people have realized this. We don’t always have to go to college and spend years learning something new. You can take advantage of people’s eagerness to learn something new by hosting webinars.
This is an excellent opportunity to highlight the best qualities of your attorney. You can organize a webinar with a theme about current events that grab people’s attention and let your attorney present the material at the webinar. The public will see that your firm has capable and credible lawyers, and they will not hesitate to contact your firm for legal services. Public webinars are an effective strategy for introducing your firm and legal services to a broader audience.
The bottom line is, you need to invest in digital marketing. Not just any marketing but digital marketing. Law firms need to adapt to new technologies, including marketing strategies. Feel free to prepare a significant marketing budget as marketing and legal practice are integral aspects of running a law firm. Pay attention to the needs of your potential clients and innovate your law firm marketing strategy. That’s the key to reaching more audiences and growing your practice.