Law is fiercely competitive, and it can be tough to stand out above the crowd as a law firm. Finding new clients and getting referrals isn’t always as easy as it seems, and it can take years to build a name for yourself in the industry.
But it’s not all doom and gloom! It’s completely possible to succeed as a law firm. With an effective marking strategy and the best digital tools, you can experience the success that you deserve. There are always people out there who are searching for expert lawyers to help them with legal issues, and with the right marketing techniques, you can drive more of these people to your law firm.
Below, we’ve got lots of top tips to help you market your law firm and experience industry-wide success.
Take the help of a marketing company
Hiring specialist marketers in your particular field of law could be the answer to the perfect marketing strategy. For example, if your firm comprises personal injury attorneys, consider recruiting experts at a personal injury digital marketing company.
With professional marketing services, you can relax knowing that you’re in the best hands. Even if you have no prior knowledge of marketing, the expert team will guide you through the process of creating and maintaining an effective promotional strategy that attracts your ideal clients. They’ll work closely with you to monitor your strategy and make the necessary changes to boost your long-term success.
Create a professional website
Nowadays, most people will take to the Internet when in search of an expert lawyer. Building a site that looks clean and professional and contains all of the important information about your law firm, maximizes the chances of potential clients choosing your company over one of your competitors.
You’ll need to make sure that your website is search engine optimized to increase your online visibility. Including lots of industry-related keywords (long tail and short tail) in your website copy will increase your rankings on search engine results pages and place your site near the top, where more people will come across it.
If you have no idea where to start when it comes to building a website for your law firm, contact a professional web developer to help you. They’ll also be able to help you with creating a law app for your brand.
It’s better to pay for an expert to do the job than it is to struggle to do it yourself. Plus, the return on investment will be more than worth it, as your professional-looking website will attract more paying clients to your company.
Determine your marketing budget
If you don’t know how much money you have available to spend on marketing, you’ll struggle to formulate any sort of strategy. Defining your budget enables you to allocate money to each area of your marketing, so you don’t miss any important promotion techniques or overspend.
You’ll need to factor in the costs of traditional marketing tools, like leaflets and flyers, if you’re using these. Note that digital marketing tools, such as email campaign platforms or social media scheduling tools, also cost money unless you’re using a basic unpaid plan.
If you plan on hiring in-house or freelance marketers, gauge the average hourly rates for this role to create an accurate marketing budget.
Start an engaging weekly blog for your audience
Blogging is one of the most effective ways to drive more traffic to your website in order to generate more leads. The more online content you create, the higher the chances of a potential client stumbling across your company.
Plus, when your consistently update your website with accurate and relevant information (as you would when you start a weekly blog), Google will recognize your website as being credible. Therefore, your site will rank highly in search engine results pages, and you can get more eyes on your law firm.
Consider blogging about your company and your team of lawyers and in which areas they specialize. You can also share interesting company news that your audience might be interested in reading.
Regardless of the content you share, make sure it’s engaging. You’ll want to show your human side and add character to your blog copy so that you can maintain your audience’s attention. Eventually, you’ll be able to build a loyal following on your blog and build a strong and reputable name for yourself in the industry.
Create an email list and send weekly campaigns
Email marketing is a relatively new concept in comparison to traditional marketing methods. But don’t underestimate its power!
Sending regular email campaigns can boost your success significantly. You can keep your law firm at the forefront of people’s minds so that your company is the first they think about when in need of legal advice.
Your email campaigns can comprise interesting industry-related news and company updates. Make sure to include plenty of images to break up large blocks of text and keep your audience engaged.
You’ll also need to include plenty of links to your website. Doing so makes it as easy as possible for your readers to learn more about your company if they wish to after reading your newsletter.
Before you can start sending any email campaigns, you’ll need to build a list of email subscribers. You can do this in a number of ways, such as by creating a sign-up form on your website or asking your audience directly if they’d like to sign up for your weekly newsletter.
Make sure to cleanse your email list every six months or a year. Run through every subscriber and check whether their email address is still active. If your emails ‘bounce’ back after you have sent them to a particular email address, it’s probably inactive (or there is a typo in the email address that you’ll have to correct for your emails to send properly).
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