For any law firm owner or business owner whose primary goal is to grow their business, the idea of marketing can be tempting. After all, it’s the most direct way to get your message in front of more people and generate more leads. Marketing, though, is more than just advertising; it’s a series of strategies and tactics designed to help your business communicate its message to your target market more effectively than your competitors do and to convince them to buy your product or service.
Marketing a law firm is a difficult venture. In many cases, lawyers have never learned the ins and outs of marketing, yet they are expected to do it in law school.
Be clear on your company brand
One of the most important things to keep in mind when marketing your law firm is that you are not trying to sell your services; you are selling yourself.
Your brand is the overall impression that people have of you and your firm based on everything you do and say. Whether it’s what happens when they walk into your office, how they feel while listening to a hearing, or how they feel after reading a few notes in their file – customers will ultimately determine whether or not you can generate more business. This will determine your voice for social media.
Getting clients through Referrals
Most law firms spend money on advertising. If you have not generated new business, you are spending money on things that have not led to new clients for your firm. So the question becomes: how do you generate new business?
One word above all others: referrals. Referrals are the most direct path to increasing revenue and fulfilling a client’s needs. This can be more difficult than it seems. A large percentage of the population does not want to be sold. Moreover, lawyers do not like to cold call people and interrupt them for a referral, even for friends or family members. They stress about their appearance and how they will be perceived when they appear at the door. The key to making a referral is NOT asking for an appointment. They will say no, and you will waste your time and their time.
The Art of Effective Marketing
So what is the best way to market your law firm? Think about your ideal client. Who are the people you would most like to represent? Their demographic information is a good place to start. Age, race, gender, religion, and income level are all essential pieces of information. It would be best if you thought about your target market. How does it compare to your legal needs? Do you need a divorce attorney? You can find the top divorce attorneys in your area here. They are rated by their peers, and you can get an idea of how many divorces they have had.
Creating an effective marketing plan that generates quality leads for your law firm requires a solid understanding of how to get new business. The first step in this process is to determine which marketing methods will get you the most bang for your buck, so to speak. Many legal professionals have tried and failed using some of the most obvious and widely recommended methods for generating new leads, including:
It is important to post quality content on your social media sites. This could be anything from a good picture of you and your family, or a video about the latest industry news, to a blog post, or even an article that relates to potential clients in your area. Having engaging content will help you get more exposure and build your brand as an expert in the field of law.
Getting clients through Cold Calls
Cold calling can be very effective if done correctly. You have to talk to the right people. Please find out how many divorces they have had. You can get the top divorce attorneys in your area here. They are rated by their peers, and you can get an idea of how many divorces they have had.
Cold calling leads to door knocking, another favourite marketing method for lawyers. There is nothing wrong with door knocking as long as you build relationships with people you meet when you get there. You may even be able to make a referral from your visit, which will get clients in the door and keep them coming back.
Hiring a marketing company
The most effective marketing strategies are usually the most cost-effective. However, this is not always the case with marketing a law firm. Some law firms have hired agencies to do their marketing for them. This can be an expensive route as you will spend lots of money on these firms to get your name out there, especially on television commercials.
Other legal professionals have tried online marketing such as blogs or social media platforms. There is less cost involved here but also less return.
Network with other lawyers
Being a part of your local legal community is an effective method for marketing a law firm. You can do this by joining or starting your own business networking groups in your area. For example, if there are other attorneys with similar practices in the same area as you, you must become acquainted with them. You can do this by inviting them to a local restaurant’s breakfast meeting and presenting your law firm to them.
Create an email marketing campaign
Email marketing is a very effective way to get new clients for your law firm. You can design an email campaign to attract people who are looking for your type of service. For example, if you help couples with divorces, emails should focus on the pain and complete end of a divorce.
Another way to get new clients through email marketing is by creating an opt-in list of prospects that you mail to regularly based on their responses to past offers (i.e., buy/sell, refer a friend).
Develop a blogging strategy
Creating a blog for your law firm is a great way to attract new clients. Blogging about different issues relevant to your practice helps people interested in these topics find you online. You can also create an opt-in list using Google’s free tools and use the blog as a place to feed content (informative articles) to your email subscribers throughout the month.