Growing a customer base is one of the biggest challenges a law firm will face. At some point, you will need to reach new clients if you want your business to become profitable. But the question is, how do you expand your clientele? By implementing the best law firm marketing tactics, that’s how.
Knowing how to maximize your marketing dollars is crucial to stimulating demand. But first, you must understand the effectiveness of your marketing strategy and how to execute them properly. In this article, we’ll discuss the best law firm marketing tactics that you can use to expand your reach and take your business to the next level.
What makes a law firm’s marketing strategy effective?
Developing a sound marketing strategy requires careful planning and consideration. When creating a game plan for your law firm, you want to nail down these five main points; marketing goals, market analysis, target audience, competitive analysis, and brand message. Let’s break down each one below:
- Marketing goals – Your marketing goals are the driving force of your whole strategy. Whether it be increasing website traffic or boosting your social media presence, your goals will dictate the flow of your marketing efforts. Make sure these goals are well-defined from the start and that they align with your law firm’s growth.
- Market analysis – When developing a marketing strategy, it’s crucial to understand the dynamics of the market you’re targeting. Conducting marketing analysis helps you know how big your target market is and what opportunities you can take advantage of. It’s a time-intensive process that will lead to a more effective marketing strategy when executed correctly.
- Target audience – A strong marketing strategy revolves around its target audience and its buying habits. Having a good understanding of who your clients are will help you provide more value-based services that will address their needs and expectations.
- Competitive analysis – As a law firm, you want to stand out from your competitors to attract prospective clients. You can identify the strengths and weaknesses of your competitors by conducting a competitive analysis. The more you differentiate yourself from the rest, the more clients will gravitate towards your business.
- Brand message – Communication is key when it comes to creating an effective marketing strategy. It’s not about telling customers what your services are, it’s about telling them why they should choose you for their legal needs.
Once you have these five main points covered, you should now shift your focus to the best law firm marketing tactics.
Five marketing tactics to grow your law firm
Most businesses today have shifted from traditional marketing to digital marketing. And it makes sense because the vast majority of clients today are found online. Build your marketing strategy around these five methods, and watch your law firm grow faster than you’ve ever seen.
1. Search engine optimization (SEO)
If you haven’t tried search engine optimization, then you’re missing out on the benefits it provides. SEO is the process of improving your visibility online so clients can find you easily. When you implement SEO into your marketing strategy, you’re essentially putting yourself ahead of your competitors.
More and more people are turning to Google to find a reputable lawyer. Why not take advantage of this by making sure your website pops up when users search for it online? SEO marketing tactics generate high volumes of website traffic, thus helping you reach the right clients at the right time.
The purpose of SEO goes beyond website visibility. Google offers businesses a tool called Google My Business where you can set up your law firm’s important details like the address, contact number, operational hours, and more. This tool is super helpful for helping clients to locate your law firm and do business with you.
Showing up in online searches is the first step to marketing your law firm towards prospective clients. When you use SEO, you can reach more people who need legal services.
2. Website optimization
Having a website is not enough if you want to attract new clients. You have to make sure that your website is optimized so that it loads quickly and is easy to navigate. Website optimization matters because if your page loads slowly, your site visitors are likely to leave within the first 2-3 seconds.
A professional-looking website should be clean-looking and has a call-to-action button to encourage a response. Most importantly, your website should be mobile-friendly as this will affect its ranking in the search engines. The goal here is to get users to stay on your website and explore the products/services you have to offer.
Building a top-notch website is all about the user experience. What value do your clients get when they visit your site? Is it accessible? Or do they spend more time looking for what they need? Optimizing your website takes a lot of work, but if you do it correctly, you’ll stand out from your competitors and draw the right eyes towards your business. That’s why the top law firms invest in website building to ensure the success of their SEO efforts.
3. Content marketing
Now that your website is set up for success, it’s time to provide even more value to your clients. How? By doing content marketing. Content marketing refers to creating high-quality, relevant content for your website. What this does is establish credibility to your site, improve your SEO rankings, and offer valuable insights to site visitors.
When people hear about content marketing, they usually think of blog posts and articles. But content marketing goes beyond that as you want to provide information in digestible pieces. Short-form videos, podcasts, and infographics are excellent mediums of communication, and using a combination of these can take your content marketing to the next level.
Gone are the days where keyword stuffing is the name of the game. If you want your content marketing efforts to be successful, you need to focus on creating content that resonates with your clients. Remember, this marketing tactic is not about promoting your brand, it’s about engaging with your target audience and building a stronger relationship with them.
Content marketing is unique because online materials like blog posts and videos stand out from the sea of marketing messages that people receive every day. You can see how SEO, website optimization, and content marketing are connected. Incorporating these as part of your marketing strategy will help position your law firm above your competitors online.
4. Social media marketing (SMM)
Nowadays, everything revolves around social media. Online platforms like Facebook, Instagram, and Twitter have billions of active users monthly, and this opens up an opportunity for law firms to reach more prospects than ever before. Social media marketing refers to connecting with a specific audience to expand brand awareness, promote sales, and generate website traffic.
What’s great about SMM is that you can create targeted ads based on interests, demographics, behavior, and more. Social media platforms empower businesses by offering plenty of tools to succeed in the online space. For example, Facebook’s Audience insights teach you about your target audiences like their purchase habits, lifestyle choices, and other relevant information needed to succeed in your marketing efforts.
SMM is not just about paid advertisements. You can share content on your page, direct users to your website, and build a community where you can showcase your expertise in the legal field. Having a strong presence on social media exposes you to a wide network of people, and this can be achieved by implementing the right SMM tactics.
5. Search advertising
Most of the marketing tactics we’ve mentioned are focused on acquiring organic traffic. Now let’s mention search advertising which is a paid marketing tactic that can help you gain new clients. There are many examples of search advertising, with the most common ones being pay-per-click advertising (PPC) and Google Ads.
Pay-per-click advertising is exactly as it sounds. You only pay when a user clicks your ad. Why is this effective? Because it’s action-based, meaning you don’t have to pay to just display your advertisement. PPC revolves around keywords which makes it super-important to do keyword research if you want to have success with it.
Google Ads works differently. What happens here is you, the advertiser, bid to display a brief ad that will direct users to your website. The ad will show on the Google search engine results page based on the keywords the user types in. Google Ads is great for generating traffic to your website and ensuring a high ranking on online searches.
Marketing your law firm has never been easier thanks to the power of the internet. With so many marketing tools available at your disposal, you can build a strong online presence where your law firm can attract new clients. By using the best law firm marketing tactics, you can stay ahead of your competitors and ensure the growth of your business.
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