Do you want to attract more clients and develop your practice? Heard about the benefits of digital marketing, but don't know where to start? Between Google, Facebook, SEO, and social media, there are a lot of things to consider for a lawyer marketing strategy - and there are a lot of agencies that claim their solution is the best.
What marketing tactics will work for your law firm? How do you know which channels to invest in and which to ignore? Below, we've summarized everything you need to know about creating an effective lawyer marketing strategy.
Traditionally, a law firm's sales tools have been limited to printed marketing materials, attendance at trade shows, recommendations and cold calls (making outgoing phone calls to a population that is not specifically receptive to the offer). But the time has come to facilitate the purchase journey for your customer thanks to a marketing strategy that addresses the problems encountered by your prospects when purchasing your services.
Though everything has a website today, and you may think it’s not a big deal, your law firm's website is the most important thing in your online marketing efforts toolbox. If you still don’t have it professionally made, it’s time to get one. And do it literally right now!
Your website is the main display window of your company but unlike traditional display windows, it is always available to your prospects online.
Your potential clients, big and small, expect to get some information about your company through your firm's website. This is that proverbial ‘good first impression’ that you will never have a second chance to make. So keep that in mind while contacting professional site designers and discussing your future website.
Your website is not a brochure of your online firm, it is your 24-hour sales channel
There are dozens (or hundreds or thousands) of businesses or individuals who need your legal services. You know it and I know it. But do the companies themselves know this? Not really. Your prospective clients may not even realize they have a problem. This is where the visibility of your practice and the generation of demand come into play.
In a nutshell, demand generation marketing helps your potential clients realize the problems they are having, that a solution exists, and that your law firm owns it. Automatically, they will seek to know more about your services.
Yes, SEO is something for search engines. And for human Internet users, too. It is about tweaking the code and content to get higher search engine rankings for specific keywords.
You need it because the overwhelming majority of your future prospects search for the services and products their need typing simple inquiries into Google search. And they do it a lot. So if the name of your company appears often on search result pages they get, they will get an idea of your firm being the one they need.
Remember your customer's buying journey. In the Think phase, he is positioned as being interested in using your services. The problem at this point is that you are not the only law firm, an expert in the area of law, in which your client is interested. At this phase of the customer journey, you absolutely have to prove to your prospect that you are the only firm capable of responding to their problem. In fact, now is the time to reassure your potential customer through levers of authority such as Google reviews, customer testimonials, business cases.
Blogs, social networks, webinars, videos - everything you do to get your message across to your customers is called content marketing.
Being an expert in the law as you definitely are, gives you an enormous source of information to share with your prospects.
Tips, explanations, advice, Q&As, articles, blog posts and educational webinars - everything that engages your potential clients is good for your website and for your business.
Start posting and ideas will come.
The biggest mistake you can make in content marketing at any stage of the conversion funnel is creating information material for YOU and not FOR YOUR CUSTOMERS. The field of liberal professions is particularly subject to this risk. Indeed, there is a great temptation to use jargon and tackle topics that only your colleagues will understand. However, law firms need to create content that focuses on clients and helps with the buying process.
Today, e-mailing is a great way to stay ahead of your clients and help them stay on top of new services, information and offerings from your practice.
Through in-depth competitive analysis, you should be able to identify digital marketing strengths, weaknesses, threats, and opportunities for your firm, including actionable insights you can take to fill in the gaps and get ahead of your competition.
You have understood that your target client is likely to go through several phases before calling on the services of your firm. For your legal marketing strategy to be successful, you need to define your business goals. Once these have been defined, the order of priority of actions and the marketing channels to be used will be clearer.
Now you know enough to get started with your legal marketing plan. If you still have questions, we are here to help.
Contact us to find out more and create the best legal marketing plan that fits the needs of YOUR
and gets the target results.