Client Outreach Ideas for Attorneys
Written by AskTheLawyers.com™
Written by AskTheLawyers.com™
The legal industry differs from most in many ways, but one way it is similar is the need for marketing; client outreach is a great marketing strategy to draw in new clients as well as keep up with old ones and foster referrals. While some strategies may not be as applicable for a law firm as other companies, there are still a variety of ways in which an attorney or law firm can increase their client outreach with relatively little effort. No matter what method you choose, it’s important to make sure the content you are offering is valuable and engaging to your target market.
Blogging is a great way to build your reputation and offer clients something they want to see.
If your firm has a website, and it should, it could probably use a blog. Posting an original article written about a common question or topic of conversation in your field once or twice a week on a set schedule is a great way to provide potential clients with something of value before ever receiving a consultation request. Blogging is also a great way to establish your practice area authority and show off your expertise. Additionally, these blogs can easily tie in to other types of outreach, such as social media posts, newsletters, and emails. The key with blogging is to be consistent; if you decide to post once a week or once every two weeks, do so. A blog with articles posted haphazardly or with long chunks of time passing between new posts can come across as unprofessional and unengaged.
Video marketing has exploded in popularity and is likely to continue increasing in importance.
The legal industry has largely been one of the last to catch onto the video marketing trend sweeping the world. Studies have shown that consumers prefer watching videos over reading content; while it’s a good idea to provide both written and video content, law firms tend to fall behind in both. Attorney videos do not need to be long masterpieces of cinematography; in most cases introducing yourself as an attorney and answering a frequently asked question by clients in your practice area is more than enough.
However, it’s a good idea to hire a professional to ensure the audio/visual quality is up to par with your competition as well as with your clients’ expectations. Videos also present an opportunity for potential clients to get to know you “face-to-face” without individually meeting with each one. Similar to the blogs, these videos present a unique opportunity for you to display your subject matter authority as well as a little bit about your personality and how it plays into your approach to law.
Volunteer your expertise.
A myriad of volunteer opportunities exist for lawyers seeking to increase their client outreach. In fact, the American Bar Association has a network of volunteer opportunities listed on their Center for Pro Bono page where attorneys can search by state for volunteer opportunities. From providing legal services to women’s care centers, disaster recovery assistance, senior centers, and more, there are a lot of people who could benefit from the advice of an experienced attorney who is willing to devote a few hours a week or a month to helping people in need. Volunteering is always a way to network with your community and build on your positive reputation to draw more clients your way.
Follow-up with current, potential, and past clients via email.
While scheduled newsletters may or may not be a strategy your law firm wants to employ, it is important for attorneys to follow-up with past, present, and potential future clients on a regular basis. Whether this means following up individually with a particular client about an ongoing topic of discussion, or sending out a quick blast to remind past clients that you are available to help and appreciated the opportunity to work with them, email follow-up continues to be an effective and necessary component of client outreach. Email follow-up in particular is great for making sure you stay at the top of a client’s memory, and if they had a good experience working with you will likely bring up your name if they run into anyone else in need of legal help.
Social media has become a significantly impactful method of client outreach.
According to the Global Web Index, the average person spends approximately three hours a day using social media; with this statistic in mind, it’s not surprising that social media outreach has become so important. For a law firm or attorney to be competitive in today’s market, it is imperative to engage with social media. Like blogging, it’s a good idea to decide on a schedule for new posts, as well as what type of content you intend to post on a particular platform. Consistency with social media is key to building a professional online presence. Facebook, Twitter, and LinkedIn are a few of the most popular platforms for attorneys, although it is not necessary to have an account on every single platform if the attorney will not be able to feasibly keep up with the schedule and content type.
For more client outreach ideas, reach out to a legal marketing expert.