The success of a law firm, like any other for-profit organization, is hinged on the success of your marketing efforts. There’s no denying that cash flow is the lifeblood of any business. Therefore, your job as a legal practitioner doesn’t end with acquiring the knowledge and skill needed to represent a defendant successfully. It goes beyond having the wisdom to offer advice on the pros and cons of certain critical life decisions.
Unattractive as it may sound, you need to learn marketing too!
What is legal marketing?
Legal marketing is often misunderstood as just advertising. However, it is much more than that. Advertising is an important part of marketing, but it is not the only aspect.
Imagine your car, the engine is the most important part, but it’s not the only thing that keeps your car running. Tires, brakes, and axles are also important and without them, the car won’t function properly.
Similarly, in marketing, advertising is not the main focus, but rather a part of the bigger picture. Marketing involves developing, communicating, and delivering value to customers. It encompasses a range of tactics and strategies, which is why consulting with a law firm marketing agency is crucial to avoid wasting resources on ineffective efforts.
The Challenge of Intangibility
The intangibility of attorney services presents a significant challenge in marketing and sales. The value and quality of the service cannot be fully assessed until it has been delivered, making it difficult for clients to make informed decisions. This is in contrast to tangible goods, where the value is more easily determined.
Clients hiring an attorney service provider assume a high level of risk and are therefore more cautious in their decision-making. They want to ensure they are getting the best service for their money, and changing attorneys after a case has been lost is not an option.
However, this challenge can be overcome by focusing on building trust with potential clients through your digital marketing efforts. Highlighting the value and quality of your services, as well as emphasizing your expertise and experience, can help to build trust and confidence in your ability to deliver the best service.
What can you do to build confidence with your audience?
Here are 9 legal marketing strategies that can help you establish trust with your audience and expand your firm. Let’s dive in.
1. Start With Clarity
Be clear on what your firm offers and how it stands out from other law firms. In digital marketing terminologies, this is called the Unique Selling Proposition (USP). Defining your USP is one of the most important decisions you’ll ever make for your firm.
A value proposition sets the tone for other activities, particularly marketing, by defining your target clients, their location and age group. It lays a strong foundation for marketing success.
2. Look Good – Brand Your Firm Excellently
Marketing attorney services is a challenging task, as legal services are intangible, meaning they can’t be touched. This makes it difficult for clients to understand the value of the service and to make an informed decision about which lawyer or law firm to hire. This is why branding is so crucial in the legal industry. Excellent branding can help to clearly communicate the value of the service and set a law firm apart from its competitors. A strong brand can also help to establish trust and credibility with potential clients, making them more likely to choose your firm over others.
Why should any potential client choose a firm that presents itself as mediocre?
A carefully chosen brand name and expertly designed company logo, letterhead, etc. can communicate intelligence, ingenuity, credibility, and superiority to clients. A visually strong brand can give a firm a competitive edge in today’s market. Therefore, it is crucial for a firm to ensure that its visual identity communicates excellence.
It is essential to regularly evaluate your firm’s visual identity to ensure it still meets this standard. If it does not, rebranding may be necessary. Keep an eye on your company’s corporate identity.
3. Become a Subject Matter Expert
Specializing in a particular area of law can help establish trust with clients. By focusing on a specific area of law, such as injury law, impaired driving, intellectual property law, or women’s divorce, a firm can build expertise in that field. This expertise allows the firm to provide superior services compared to firms that offer a wider range of services.
Clients often prefer firms that have positioned themselves as experts in a specific area. By becoming a thought leader in your field, your firm can become more attractive to potential clients. Use your specialized skillset as a tool for generating leads.
- Word-of-Mouth Marketing
Delighting your clients and building strong, valuable relationships with them can lead to effective word-of-mouth marketing. Satisfied clients will be more likely to refer their friends and family to your firm. Their positive testimonials can also make it easier to convert leads. Word-of-mouth marketing is one of the most cost-effective ways to acquire new customers.
It’s important to actively ask your clients for referrals and to also make referrals to others.
- Invest in a Quality Website
Having a website can help to increase brand awareness and trust with potential clients. A well-designed website can convince website visitors to choose your firm. Essential components of a website include information about your Unique Selling Proposition (USP), past awards, client feedback, key individuals in your firm, an “about us” section, and contact information.
Not having a website can be detrimental to the growth and survival of your firm. Additionally, having a blog section on your website that offers valuable and engaging legal content, such as articles or videos, can also be beneficial. These can also be shared as gated content, where visitors provide their contact information in exchange for access to the content.
- Invest in Search Engine Optimization (SEO)
Nowadays, many people turn to online sources when searching for information. SEO is a series of ongoing processes that help to improve your website’s traffic and ranking in search engines. Most people don’t go beyond the first page of search results, so it’s crucial for your website to rank high in order to increase visibility and drive website traffic to your site. Legal SEO is a technical activity, so it’s recommended to consult with a digital marketing agency to ensure the best results.
- Utilize Social Media and Email
Social media and email are effective tools for lead generation. The majority of the population is on social media and the use of email is even higher. It’s important to identify which platforms your target audience is most active on and to focus your efforts on those platforms. They can also be used to keep your firm top-of-mind for existing clients and to share updates and milestones achieved by your firm.
- Targeted Ad Campaigns
Online platforms offer the ability to create targeted ad campaigns, which can be optimized to reach your ideal customer. Platforms such as Google Ads can be used to show your ads to users searching for queries related to your expertise.
- Participate in Community Development
More and more companies are recognizing the benefits of being actively involved in their community. This can include participating in local events, supporting charitable causes, and building relationships with community organizations. This not only helps to create positive brand awareness but also demonstrates a sense of social responsibility and can generate positive word-of-mouth.
It’s beneficial to be charitable and actively involved in community development. Share your efforts on your blog and social media platforms to showcase your engagement in the community.
In summary, as a service provider, it’s important to focus on building awareness and trust with potential clients so that they choose to do business with you. The internet provides various options for achieving your marketing goals, but consulting with a skilled digital marketing agency can help you maximize your firm’s success.