As computers, tablets, and smartphones have become more pervasive over the years, it has become…
For most busy attorneys, their marketing tasks are often the first responsibilities to get neglected. To keep current clients engaged with relevant content and to attract new clients, every law firm should always stay on top of marketing and communications strategies. Since the time you set aside for marketing is likely limited, you want to get the best return on your investment. Here are some tips to maximize your law firm’s marketing strategy.
Your Law Firm’s Website
Having an engaging and informative website that is easy to navigate is key to attracting new clients. Not only should your website look fresh and load quickly, but it should also be optimized for handheld devices. Ask a friend or family member to visit your site on both a computer and a handheld device and give you feedback regarding your website’s performance.
Since current clients, prospective clients, and Google’s search engine like fresh, relevant content, you need to publish new material to your website regularly. You can post newsletters, answers to basic legal questions, and blog posts related to your legal practice. Adding visual effects, such as photos, graphics, and videos enhances these posts.
↠ Is Your Website Actually Working? The Guide to a Successful Website for Your Small Law Firm ↞
Often a short video will hold a visitor’s attention longer than a written piece. The two can be combined to be sure you reach people with different preferences. A video also allows you to add a more personal touch to your message by hearing your voice and seeing your body language. You may want to consider posting short videos answering basic questions clients often ask you. Remember to make it clear that you are simply giving an overview of a topic and are not dispensing legal advice without knowing the details of a client’s situation.
Creating a monthly or quarterly newsletter is an excellent way to engage with your existing clients as well as reach potential clients. In your newsletters, you can give updates regarding what is happening at your firm and changes in laws that may affect your areas of practice. Regular newsletters will also help keep your firm on your clients’ minds. Additionally, you can post your newsletter content to your blog and social media platforms.
Social media platforms, such as LinkedIn, Facebook, and Twitter, can be valuable marketing tools if used properly. To make the most of these platforms, you’ll need to know more about your audience demographic (age, gender, income level, region) and choose the platform these people spend their time using. Then you’ll need to create content that meets their needs by explaining practice areas using terms they search for and information that educates and offers solutions to legal problems. To maintain a consistent image for your law firm, make sure all the content you post ties in well with your website and other marketing materials.
>>> Social Media Marketing Checklist <<<
Positive reviews from current and former clients can boost the confidence potential clients may have in your firm. You can have a page on your website dedicated to reviews and post quotes from satisfied clients on other pages of your website. If some clients don’t want their names on your website, they can leave an anonymous review. The important thing is that website visitors see that you have plenty of satisfied clients.
Marketing Is Worth Your Time
You can use many marketing strategies to boost your law firm’s presence. By employing the strategy that best fits your brand and audience and analyzing the results of different marketing campaigns (A/B testing), you can determine what will work best for you. Yes, this can be time-intensive, but the effort is well worth it. Once you have established an online presence, organic leads will begin to funnel into the website regularly. In a few months, you may only need to maintain certain activities and periodically add fresh content. You can develop automated processes to reduce the time it takes to accomplish these tasks, assign the process to one of your staff members who have the time to dedicate to it, or outsource the entire marketing effort to focus more on your clients.
If you find yourself unsure about which strategy to use or how to effectively use it, consult with a law-firm-oriented marketing agency, such as Law As a Business.
When is the last time you took a deeper look at your firm’s marketing strategy?
Digital marketing is essential to building trust with potential clients, current clients, and referral sources. Just like your own health, it’s important to check in on your law firm’s digital marketing presence regularly to ensure it’s running at its full potential. Watch this video to learn the elements of a healthy marketing strategy and how to assess your firm’s online presence.