13 Law firm Marketing Tips to Get Your Firm More Cases
In order to excel as a business owner today, you must have a solid marketing strategy.
In a society where we’re exposed to 4,000 to 10,000 ads a day, it takes work to grab someone’s attention. While some old marketing tactics still work, you have to evolve and adapt to keep up.
While it may seem overwhelming at first, learning new law firm marketing techniques may very well be the difference between a thriving business and a dying business.
However, these techniques are relatively easy to pick up on, and there’s always help out there if you need it. As digital marketing is becoming more of the norm, digital marketing specialists are abundant, and therefore, more affordable than ever.
Keep reading for a guide on all the law firm marketing techniques you should be using!
1. Become a Social Media Pro
Having at least one social media account for your law firm is a necessity for keeping up in today’s world. In the U.S., 69% of adults use social media. That is exactly the percentage of people you could be missing out on if you aren’t on it too.
However, having a social media account isn’t enough as-is. You have to post relevant content on there as well as entertaining posts to keep people coming back. There needs to be a healthy mix of attention-grabbing posts people enjoy reading and business posts.
Additionally, if you’re an attorney working independently, being on social media is a great way to get your name out. However, all the same rules still apply.
Your goal should be to gain as many followers as possible, always expanding your audience.
2. Use Social Media Paid Advertising
Another great thing about social media for law firm marketing is its paid advertising. Social media paid-advertising is cost-effective and efficient.
You can choose how much money you want to spend a day. Even more important, you can choose the exact demographic of people you want to see your ads, giving you the biggest bang for your buck. For example, you can decide age, gender, location, and more.
3. Create an Amazing Website
Another must-have in the digital age is a killer website. It must be user-friendly, aesthetically pleasing, and full of relevant content.
This includes blog articles, multi-media, contact information, reviews, testimonials, an about section, and a product/services page.
4. Dominate SEO
The best way to get your website noticed by consumers is by perfecting your SEO, or search engine optimization. This is the algorithm used by search engines to determine what websites to pull up when people do keyword searches.
The better your SEO, the higher on the list your website will appear, which leads to more consumers finding you.
To improve your SEO, make sure you have quality content on your website by posting blog articles relevant to your law firm. The articles should be keyword driven. The keywords should be posted throughout the article (not stuffed) and within headings, titles, embedded in images, etc.
You also need to have multiple forms of media on your website. This includes pictures, infographics, videos, etc. It also helps to have both internal links (linking to other parts of your site) and outbound links.
5. Get Involved in the Community
Another great law firm marketing strategy involves making your presence known within the community. You can do this by hosting events such as 5k races or charity events.
Hooking up with a local charity is a great way to showcase your law firm’s attitude toward the community while getting some publicity.
6. Start Networking Locally
Depending on your location, you may have dozens of options for networking groups. These can be especially helpful for gaining new clients and cases.
Networking allows you to meet other local business owners. Doing so allows you access to their contacts and customers. It also provides the basis for a referral network.
7. Try Direct Mailing
There are many tried and true law firm marketing techniques. One of those is direct mailing.
A direct mailing company prints out flyers or brochures and mails them to a certain demographic of homes. They are often very good at making your content look appealing and relevant, rather than spammy.
8. Try Radio Advertising
Radio advertising, if done correctly, can be a very effective law firm marketing method.
The key here, as in most methods, is consistency. You can’t expect to play an ad for a week and have clients coming in by the hundreds seeking an attorney.
Instead, commit some of your budget to radio advertising and give it a few months for your name to become recognizable.
9. Invest in Local Newspaper and Magazine Ads
Like the radio, newspaper and magazine ads are still alive and well. Additionally, most newspapers and magazines publish online versions as well.
A well-placed ad will not only be printed but published on the website, giving you access to even more potential clients.
10. Make a Commercial for Local TV
If you’re looking to be recognized locally, paying for a local TV ad may be one of your best law firm marketing options.
While numbers continue to drop, a surprising amount of people still watch local TV stations, despite the rise of streaming platforms such as Netflix and Hulu. Getting your face and your law firm in front of people on TV isn’t a bad call.
11. Use Email Campaigns
Another great tip for law firm marketing is creating an email list. As people subscribe to said list, use an automated email campaign to send them several emails over the course of a couple of months.
Be warned, however, not to be too sales-pitchy. It will scare people off and they won’t open any more of your emails. Start with a general “Hello and thanks for subscribing”. Over time, send out coupons, special offers, etc.
12. Market Your Reviews and Testimonials
One of the best law firm marketing techniques uses reviews of previous clients. People want to know they’re in good hands, especially when hiring an attorney.
There’s no better recommendation that one that comes from a satisfied client. People will trust client reviews and testimonials over any claims of greatness you make about yourself.
13. Use Search Engine Marketing
Finally, to get a step ahead of the SEO curve we talked about earlier, try search engine marketing.
SEM grants you a spot at the top of a search results list. You have to pay for this privilege, of course, but it’s worth it. If someone types in “personal injury lawyer,” wouldn’t it be nice if your website came up first?
Implement These Law Firm Marketing Tips
By this point, you probably know that being a business owner is all about trial and error. Law firm marketing is no different. Depending on your firm, your location, and your audience, you are going to have varying levels of success with different types of advertising.
There is no magical formula. The one thing that always rings true is consistency and tenacity. Find something that works and focus in on it until it stops working for you.
For more tips on digital marketing and entrepreneurship, check out the rest of our articles!