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There are approx 4,50,000 law firms in the US. Therefore, establishing a strong online presence becomes a must to stand out. You need to consistently come up with new strategies to build your brand online, whether your business is just starting out or already established.
While you can always reach out to successful law firm marketing agencies to build law firm marketing strategies, it helps you to know the fundamentals of designing a marketing strategy for your firm.
We’ll talk about that in a minute. However, before we move on to ways to market, let us 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.
To do this, the firm must define its overall marketing objectives, target audience, services it wants to promote, and brand messages. The primary objective for developing such a marketing strategy is to attract potential customers. Now this can 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 advertising, print, and digital marketing.
Why is the marketing strategy of the law firm important?
Maintaining a profitable law practice requires the firm to earn new clients and retain existing ones. This is no easy feat. However, going strategically will help reduce potential bottlenecks in reaching the customers.
A legal marketing strategy for lawyers aims to promote brand recognition and ensure that your firm remains visible to potential clients who may be interested in your services.
Identify the audience
When creating a marketing plan for a law firm, you need to find potential clients you want to serve. Defining your audience will help you adjust your marketing strategies in the right direction. If you need some ideas for law firm advertising, ask the following questions:
- What are your services?
- What industry do you cater to?
- Who could be your potential customers? 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 collateral that reflects your company’s core values helps you differentiate yourself from competitors. This is true when developing a law firm marketing plan for any law 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 legitimate marketing strategies at their core have content in one form or another.
Use an integrated approach
Once you define your goals, mix and match various legitimate marketing strategies to get the desired outcome. Richard Nelson LLP, a UK-based law firm, has a integrated approach to improve its visibility. This is the best law firm marketing example that uses various marketing methods to promote their services.
Their goal was to increase employment related inquiries by 50%. Their marketing strategy involved content, SEO and PR, which helped them achieve the outcome.
Frequently Asked Questions About Law Firm Marketing Strategies
How can law firms improve their online reputation and brand image to attract more clients and increase their revenue?
It is rightly said that content is 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 customers and help your business gradually build a reputation.
What are some best practices for law firms to engage with their clients and prospects on social media platforms?
Start 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 subject matter expertise. Additionally, expert and SEO-optimized content drives more traffic and social shares, increasing the magnitude of conversion rates.
How can law firms use email marketing to communicate more effectively with their clients and prospects?
Start a weekly or bi-weekly newsletter that mentions all the recent updates in your law firm and some informative expert pieces to existing clients to attract potential clients. Make the subject line personalized for users to make it engaging. Use 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 an important part of the plan.
What are some key metrics that law firms should follow to measure the success of their marketing campaigns?
Some key marketing KPIs to note include the number of marketing campaigns, budget, customer acquisition, ROI, cost per lead and customer satisfaction. Tracking these KPIs with the right tools will also set a path to future marketing strategies.
How can law firms use video marketing to showcase their expertise and build trust with potential clients?
Using video marketing is a surefire way to get customers buzzing. Create and upload educational videos on YouTube at regular time intervals. Embed videos into your existing blog posts so 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?
Some common mistakes that law firms make include having an outdated website with regards to blog posts and other firm-related information, not focusing on a specific target audience, underestimating SEO, underestimating the power of social media and a lack of customer-oriented informative content. If you look at successful law firm marketing examples, you will find that these factors are already covered.
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