Marketing a law firm can seem confusing and intimidating to some. This may be because lawyers are used to handling complex cases. They’re not accustomed to tasks that are relatively simple.
True, marketing a law firm isn’t something anyone can do effectively. It helps to have training and experience when developing and implementing marketing campaigns for law firms. That said, marketing a law firm also doesn’t need to be as challenging as you may assume it will be. The following tips will help:
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Offer Informative Content
Offering valuable content has long been one of the most effective methods of promoting any brand or business. However, what qualifies as valuable content depends on the type of business you’re promoting.
For instance, if you were marketing a fun app aimed at young users, marketing content could be funny or otherwise entertaining. That’s not the case when marketing a law firm. You want potential customers to believe your firm is authoritative and staffed with knowledgeable experts.
Thus, instead of trying to entertain potential clients, your goal should be to provide them with accurate information on a variety of legal topics. This will help you demonstrate your expertise.
Leverage Testimonials
You’ve probably never seen or heard a law firm ad in which a firm’s partners admit they may not be the most qualified team for a given case. All law firms promise they’re capable of delivering ideal results.
Clients know this. Thus, they’re not always easily swayed by a firm’s own statements.
To more effectively convince potential clients that you can serve their needs, insert testimonials from past clients into your marketing content. Along with providing an independent perspective on your service, testimonials can increase your social proof, making others more comfortable with the idea of hiring you.
Get Referrals
Testimonials essentially allow your satisfied clients to do some basic marketing work for you. Another way you can take full advantage of your positive relationships with current and former clients is to ask for referrals. This is an easy tactic that can nevertheless help your firm grow over the years.
Focus on Your Website
This may seem like an obvious point, given that most businesses need a strong website and web presence to attract customers in the digital age, but it’s worth mentioning here simply because many attorneys indicate they tend to get their strongest leads via their websites and online activity. You could do the same.
A strong website coupled with an effective SEO strategy will help people more easily find you when conducting online searches. This is important, given that many leads tend to search for attorneys via the Internet these days.
Just be aware that, while marketing a law firm may not necessarily be as difficult as you assume, it can involve a wide range of tasks. There’s a good chance that as a busy attorney, you don’t have time to complete all of them yourself.
Luckily, you don’t have to. You might be better off hiring a web marketing agency that works with law firms to handle your marketing instead. This will allow you to devote more time to what’s truly important: providing your clients with the representation they deserve.
