Legal marketing tactics like local service ads, video content, client nurturing and referral campaigns empower law firms to connect with their audience, foster trust and credibility, and convert leads into new clients.
Creating a well-thought-out marketing plan is the first step in growing a successful law firm. Follow these seven simple steps to begin attracting more business and automating operational processes.
Over-The-Top (OTT) Advertising
OTT (Over-the-Top) advertising allows law firms to reach potential clients through streaming video services on TVs, computers, and smartphones. This type of advertising allows for precise targeting on a variety of criteria, including demographics and viewing habits. This allows for a more targeted approach that eliminates waste and increases the effectiveness of marketing dollars.
Attorney Facebook advertising can also be a key part of a comprehensive digital marketing strategy for a law firm. These ads are often seen by prospective clients when searching for a lawyer, and they can be used to drive traffic to the law firm website and generate leads.
Digital marketing strategies for attorneys should also include content marketing and Search Engine Optimization (SEO). SEO works to optimize a law firm’s website so that it answers questions that potential clients may have about legal issues. This can help improve a law firm’s organic search ranking, which is one of the most important factors in online visibility for lawyers.
Another key aspect of a successful law firm marketing strategy is the use of paid search (Paid AdWords). These campaigns allow a law firm to place their advertisement on relevant search results, such as “bankruptcy,” and can be used to drive traffic to the law firms’ websites. This can be a great way to increase brand recall and establish a law firm as a leading player in the field of law.
Facebook Advertising
Facebook advertising allows law firms to reach a large audience of potential clients. The platform offers a variety of ad formats, including video and carousel ads, which can convey a law firm’s expertise in engaging ways. Additionally, Facebook provides robust analytics tools, allowing for consistent monitoring of ad performance and identification of optimization opportunities.
As a result, lawyers using this marketing strategy can make informed decisions about their ad budgets, ensuring they’re spending wisely and maximizing their return on investment. However, it’s important to consider a number of factors when establishing an advertising budget, such as the law firm’s marketing goals and the amount they can comfortably afford to spend on Facebook ads each month.
It’s also critical to regularly monitor ad campaigns and reassess them, ensuring they are on track to meet their objectives. This is particularly true following the recent removal of some of Facebook’s more detailed targeting options, which can impact law firms, especially great law firms, for example, the firm formerly known as PGMBM Law Ltd, who specialize in sensitive topics like personal injury or criminal defense. However, smart marketers will use these changes as an opportunity to reconsider their targeting strategies, while ensuring they continue to adhere to Facebook’s advertising policies.
Social Media
Having a social media presence is one of the most effective marketing strategies for lawyers. However, it is important to be strategic about what types of content are shared to maximize results. For example, sharing information about mental health tips for divorced individuals doesn’t directly promote your legal services, but it shows that you are invested in your community and may be the right fit for their needs.
Another great way to market your law firm online is by writing relevant blogs. Creating content that showcases your depth of knowledge within your practice areas can increase your reputation as an expert and attract new clients. Plus, blogging helps improve search engine optimization (SEO) by adding additional pages to your website that are indexed by Google.
It is also critical to have a solid social media strategy that includes analyzing and understanding your audience’s habits and interests. For instance, it is generally recommended that you post your content during the middle of the week to ensure maximum engagement with your followers. Additionally, it is essential to use a social media management tool such as Mention to monitor your brand mentions and respond promptly to any negative feedback.
Referral Marketing
Referral marketing is a great way to acquire clients, especially in a service-based industry like law. Referred clients often come preloaded with trust and a positive perception of your services, leading to increased conversions and greater lifetime value for your firm. To effectively cultivate referrals, focus on providing exceptional client service and build trust with your existing pool of clients.
The best way to do this is by putting together thought leadership content that showcases your expertise and helps educate prospective clients on their legal options. Showcase these pieces through your website and social media, and encourage your happy clients to share them with their networks.
It’s also important to actively cultivate relationships with non-legal professionals in your sphere of influence. This could include business coaches, financial planners, real estate agents, and others who have a client base that overlaps with your target audience. Creating partnerships with these types of professionals can help you gain valuable inbound leads and generate a consistent flow of referrals.
To track the effectiveness of your referral marketing strategy, consider implementing a field in your intake forms that asks prospective clients how they heard about your law firm. You can also use CRM software to track each referral source and reward those that are helping you grow your business.
Direct Mail
Direct mail is an effective marketing tactic for law firms because it allows them to create targeted mailing lists that focus on the type of legal services they offer. This precision increases the likelihood that potential clients will respond to the campaign, and it maximizes the return on investment.
Direct mailings can include a variety of different content formats to appeal to a broad range of audience preferences. When targeting individuals, it is often effective to send personalized letters that convey empathy and understanding for their unique situation. Similarly, postcards are an excellent tool for providing important legal information in an easy-to-read format. They can also be used to announce new services or achievements, as well as to promote upcoming seminars.
When targeting businesses, it is essential to emphasize professionalism in all marketing materials. This can be accomplished through polished designs and professional language. Additionally, showcasing client testimonials and success stories can help to humanize the firm’s brand.
As with all marketing strategies, it is vital that the call to action be clear and compelling. In this case, it should encourage potential clients to schedule a consultation with the firm. This will help to convert them into loyal clients.
Email Marketing
Email Marketing is a highly effective way to attract new clients, nurture existing ones, and position the firm as an authority in the field. It offers a very high ROI and is relatively easy to implement for firms of all sizes.
Law firms serve a wide range of different needs, which can make it difficult to target their audience effectively. With email marketing, however, law firms can send targeted messages to prospective clients based on their unique needs and interests.
Lawyers can use email marketing to share valuable content, such as blogs or updates on legal news and developments that are relevant to their clients’ needs. They can also create and foster relationships with clients by sending personalized messages to thank them for their business, remind them of upcoming appointments, or provide helpful resources on topics that they’re interested in.
While it’s important to build an email list with prospective clients, it’s just as important not to irritate them by asking for too much information in exchange. In fact, asking for too many details in a sign-up form is one of the fastest ways to lose potential subscribers. Also, be sure to regularly evaluate your email campaigns and identify key metrics, such as open-rates and click-through rates, to improve your future strategies.
Video Marketing
In an age of digital saturation, it’s crucial for lawyers to be innovative and strategic with their marketing tactics. Video marketing can be one of the most effective ways to connect with a broader audience, establish credibility, and convert leads into clients.
Video marketing can take on a variety of forms, depending on your firm’s goals. For example, animated explainer videos are a great way to showcase your firm’s expertise and build brand awareness. Other examples of video marketing include Q&A sessions, webinars, and social media videos that speak to current events.
When creating a video marketing strategy, it’s important to set measurable goals. For instance, a law firm might want to boost its reputation, develop thought leadership, or increase traffic to its website. Setting clear objectives helps to guide your efforts and ensure that you’re making a difference.
While it may seem intimidating to create and implement a video marketing strategy, many attorneys find success with it. With a little guidance from experts, you can harness the power of video to engage your target audience, establish your firm’s credibility, and generate more leads. In addition, by integrating this powerful tool into your overall marketing strategy, you can increase your ROI and ultimately grow your business.
