Can law firms take advantage of marketing? As time goes by, marketing becomes more and more important in the legal sector. As a result, law firms can now use this effective tool to reach clients more easily.
The challenge of attracting and keeping these types of customers is becoming increasingly difficult. If you work for a law firm or another agency, a well-thought-out online marketing plan will tip the scales in your favour. Just think about it for a moment, if you have 50 clients and one of them leaves, you can safely continue working. However, if any of them leave at the same time, then it becomes a serious problem.
Marketing works like a charm in the legal industry. Because of this, you should make the most out of it. For this, all you have to do is find the best digital marketing strategies to bring in more customers and increase your customer base.
However, before you begin, you should identify the problems that affect your firm the most. In this case, your lack of clients may take the spotlight. So, if your firm is going through a rough patch, then you need to start carrying out more activities related to marketing.
Another problem that often arises is wasting time and money on ideas that are not suitable for your firm.
How can you start applying marketing for your law firm?
First, you must identify the most effective marketing strategy for your law firm. That’s why marketing experts have shown the world what are the best tools. By using them, you’ll be able to ensure your law firm’s success.
The following marketing strategies cannot be missing from your law firm:
Optimize the functionality of your legal website
You probably already have a website for your law firm. However, it may not have gotten you the best results. In this case, you must improve the infrastructure of your site, that is, you must add a powerful system and a high level of indexing to start working on its positioning.
To put marketing into practice you must understand that your website is very important. That’s why, even if you use social media platforms such as Facebook, your site must also be taken care of to connect with the right audience.
What about Facebook? Take a look at the world-renowned brands. They interact through fan pages on Facebook and have millions of followers, as well as an increased engagement.
However, each of these brands has a website, in which they invest millions of dollars to maintain a good design. Why do they do this? On a fan page, decisions are made directly by Facebook, that is, this same platform decides what the layout, design, or other elements will be.
So, websites differ from fan pages because you can add the aesthetic you want. As a result, you’ll be able to show the true identity of your firm. For this, you must make it functional to connect with your readers. After all, it’s a good medium for creating forms and whatever else you need to grab their attention.
Add valuable content
Now that you know how a law firm can take advantage of marketing, you must make the most out of your website.
The aesthetics of a website does not always trump its content.
That’s why your site must be full of quality content since your law firm’s success depends on it.
The content can be written or on video as long as it adds value to your customers.
How to create valuable content?
You’ll need to put in some effort if you want people to find your website while looking for legal information. Also, clients are not attorneys, so you should avoid:
- Upload sentences.
- Add reflections regarding the legal profession.
- Use legal terminologies.
These types of topics are exclusive to lawyers. Don’t forget that clients will be interested in content that provides concrete answers to their concerns.
That’s why it’s so important to have a well-built website, to add content more easily. If you don’t have time to write the texts for your site, you can hire the services of professional writers to do it for you. Of course, you or another member of your law firm can still monitor the content.
The content must be specific and follow the ethics of a law firm. Also, the goal of this content should be to attract potential customers and appear in search engines.
Your content should be helpful and highly creative, and you will probably need a good graphic design team. This way, you can add banners, infographics, newsletters, and much more. However, you should never forget that in your content the text should be a priority.
That’s why you should focus on this element. After all, the text is the first thing that Google focuses on to give a rating to your website. If you have good content, over time you will start to see incredible results.
Apply intensive selling, how law firms take advantage of marketing
To increase your sales, it’s necessary to use intensive sales and put extensive sales aside. In other words, an extensive sale is related to new clients who join the firm. On the other hand, intensive selling consists of finding new ways to connect with your old clients.
For example, if you recently worked on a client’s divorce, you can now offer legal advice related to improving their business.
This is the moment where you must put your knowledge to the test by offering them interesting solutions.
You should also take advantage of the fact that you’ve probably even got a pretty good little black book of names of people who already know, like, and trust you.
Invest money in measurable marketing strategies
For you to apply the correct marketing strategies in your law firm, the results must be measurable.
Many law firms make the mistake of investing heavily in strategies that later don’t pay off.
They can waste a lifetime spending large amounts on planning that in the end will never work.
Run a referral campaign
A referral campaign can also be a great option and is a very effective way to offer your customers discounts in exchange for referring you to others. In case you acquire a new client from this method, you can give that person a gift for having brought them to your firm.
Also, you can give your client a landing page, that is, a page within your website where they can find a form directly connected to a list of subscribers. So, by looking at each of these lists, you can determine how many leads each customer is generating. This is an idea that can be measurable, therefore very effective when marketing your law firm.
These are the people that can help you with the referrals:
- Colleagues who aren’t exercising the same activity.
- Your former classmates from college.
- People you interact with often.
You just need to tell them how they should make the recommendations and what their rewards will be.
Participate in a trade association
Association is definitely a keyword in the legal community. You can join a trade association to be in front of potential clients.
To choose the association that best suits you, start by doing thorough research and figure out which ones your close colleagues or clients are in.
In this sense, you can attract companies just like your colleagues. How law firms take advantage of marketing.
Now, if the opportunity comes along to belong to a trade association, and be part of the board of directors you should take it. Because the more engagement you have, the more likely you are to grow your customer base.
Ready to make a marketing plan for your law firm?
It’s problematic when marketing lacks a strategic, precise focus for two reasons: it’s impractical to market everything to everyone, and it’s difficult or impossible to calculate a campaign’s success without goals in mind. So why is it important to have a good marketing plan? It will help you avoid taking the wrong steps and wasting your time. Besides, when you don’t have a well-structured plan, you can even lose money.
You must understand that if marketing isn’t planned, your strategies won’t be carried out correctly. So, start by writing down your goals, and follow a calendar as your guide. Once you have a list ready with your plan, you can start to make it happen.
Get the help of an agency, how law firms take advantage of marketing
If you are in the legal sector, you probably don’t have much knowledge of the world of marketing. But don’t worry as you can turn to a marketing agency to apply the best strategy in your law firm. Besides, there are experts in legal marketing who can give you the right advice to create an optimal plan.
Having a law firm isn’t as easy as it seems, since it isn’t enough to have rented space and wait for clients to arrive by themselves. That’s why you should use marketing to create strategies and attract potential customers.
In fact, experts in legal marketing recommend dedicating 200 hours a year to the development of the firm. This is equivalent to approximately 3 or 4 hours per week, which means that you can find time to strengthen your firm. Now, if you don’t have the time to do so, you can enlist the services of marketers to notice positive changes in your firm.
Today, there are consolidated firms all around the world and yours can also be one of them, you just have to be consistent with your marketing plan to achieve it. Also, if your office is small, it can emerge through continuous work.
Don’t forget to track your results, how law firms take advantage of marketing
Why does a law firm get stuck? For not making the right decisions to outperform the competition. Many firms waste all their budget when making themselves known, they invest a lot of money on yellow pages and other options that in the end aren’t really effective.
Advanced technology has brought greater use of the internet, for this reason, millions of people prefer to do their research when hiring a service through social media, or websites. How law firms take advantage of marketing. As a result, there is nothing better for your law firm than applying a good marketing strategy.
To help you figure out the best marketing plan for your law firm, you can survey your clients to determine how they got to your site. In this way, you will notice in which actions you have been losing your money, and in which you should invest to increase your client portfolio and the recognition of your firm.
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