When it comes to marketing, law firms and lawyers have a reputation for lagging behind in their strategic marketing. Old fashion ideas are still rife in the industry, a handshake and a referral are no longer enough to keep the clients coming through the doors.
While a good reputation can go a long way, adopting a strategic marketing mindset will transform your business. Not sure how to give your firm the marketing boost it needs? Read on for some important tips to help you get started.
Define your identity
A strong sense of identity and purpose is the foundation upon which all of your marketing efforts are based. A brand is not a logo or a color scheme. It’s your mission statement and a reflection of your firm’s culture.
Law firms, in particular, benefit from branding that demonstrates its principles and values that differentiate them from their competitors.
Invest in Search Engine Optimization (SEO)
There’s a popular phrase among people who work in the SEO industry “the best place to hide a dead body is page two of Google”. Research has shown that 67 percent of searchers don’t look beyond the first five results on search engine results.
Search engine optimization is designed to improve your site’s ranking in search engine results pages (SERPS) making it easier to market your firm. It can be very technical, so you may want to consider hiring in an SEO specialist or SEO agency when you are looking to get started.
SEO can also be done in-house if you have the time to learn the ins and outs. Here are some initial steps you should take to improve your rankings:
- Competitor analysis
- Technical audit
- Organic backlinks
- Including links to high authority, external sites
- Keyword research
If you want to know how you’re currently doing in the SERPS, there are many free tools you can use including SEMrush, Woo Rank and SEO Web Page Analyzer.
Content marketing is being used by businesses all over the world to drive profitability. It works by creating and distributing valuable content to your target audience. By creating this content, you are building trust in your skills and credibility, which is vital in attracting new clients.
A good content marketing campaign can drive up visitors to your site, which in turn provides more leads. When visitors arrive at your site, you need to make sure that it is intuitive to navigate, isn’t filled with unnecessary jargon, and provides them with all of the information they may need on the services you provide.
One of the most popular ways to produce content is on a company blog, yet they are vastly underutilized in the legal industry.
Make sure that blog posts are interesting, jargon-free, and relevant (do some keyword research). By drawing people to your site, you’ll increase your domain authority and SEO rankings too.
Use Positive Feedback
Do your clients say great things about you and your work? If they do, that’s great. You can utilize this in your strategic marketing to build confidence in potential clients.
Ask them to rate you on Google, Yelp, Facebook, Trustpilot, or send them an online form asking for their feedback. Good feedback shouldn’t be underestimated as a marketing tool.
Share great feedback on your website, proposals, social media and brochures.
In a profession like law, you really need to have a heavy presence on LinkedIn. Endure that all of your employees have a profile that is up to date and shows their education and achievements. Get them to share the content you produce with their own networks.
Facebook and Twitter are also great platforms to use. Not only do they allow you to get involved in conversations around your industry, but people can also use them to contact you directly with a query. Just make sure that someone is regularly monitoring these accounts to pick up on any messages.
Email? That went out with the fax machine, right? Not exactly. Done correctly, email can be a major component of your strategic marketing.
92% of adults check their email on a daily basis. So get your email marketing schedule together and start building that database through website sign-ups, social media, contacts, and existing clients. Your email campaign is only as strong as your database. Quality is better than quantity.
Your newsletter could include:
- New services
- New employees
- Recently won cases or contracts
- Advice on a timely, relevant topic
Your firm likely has an extensive database of past clients, but you may not know exactly how to capitalize on those connections. An email newsletter can be a great way to maintain those relationships and keep your firm fresh in people’s minds. For a law firm, it’s important for clients to be kept up to date with the latest happenings in your law practice.
So, you’ve improved your SEO, got your content calendar sorted and opened those social media accounts. What next?
The ideal way to compliment your organic marketing methods is to start using PPC advertising. Google AdWords is a great place to start as you can target specific search queries. This means that your ads will be shown to those that are actually looking for legal services.
In order to get the best out of your advertising spend, hire a PPC specialist or agency if you don’t have the skills in house. Depending on your areas of specialism, you can also investigate using Facebook, Twitter or even Instagram ads.
Enlisting Some Extra Help for Your Strategic Marketing
Strategic marketing requires consistent detail to digital trends, changing algorithms and analytics. Often, this means less time dedicated to your clients.
This is why so many firms turn to marketing professionals to help them gain the exposure they need. If you’re looking for help with your current marketing strategy talk with an experienced agency or visit our blog for more tips and marketing advice.