Seven Tips For Boosting a Law Firm’s Marketing Strategy
Written by AskTheLawyers.com™
Starting a marketing strategy from scratch can be intimidating, particularly for attorneys and law firms that may feel more limited in regard to how they should advertise themselves. The seemingly paradoxical need for professionalism and relatability in the legal industry can make it difficult to develop a comprehensive and effective marketing strategy, but creating or reinforcing your existing strategy in seven particular areas can provide a much-needed boost to any attorney or law firm.
Seven tips to boost a law firm’s marketing strategy include:
- Social Media: It’s important for law firms to engage consistently on social media, and they should be present on more than one platform. Popular social media choices for attorneys and law firms include Facebook, LinkedIn, Twitter, Instagram, and more. Whatever platform you choose to engage with, it’s important to present a complete and professional profile, and to share new posts, articles, videos, and more with followers on a regular, scheduled basis.
- Blogs: Attorneys that do not write up a new blog article here and there are missing out on a valuable opportunity to display both their credibility and their dedication. Even an article as short as 500 words can be extremely valuable to someone seeking answers to their legal questions. In fact, a good way to decide what to write about is to assess what kind of questions your clients should be asking, and answering them preemptively in a blog. Like social media, it’s important to make a schedule and stick to it for posting new content.
- Videos: Attorney videos are becoming increasingly popular, and as every industry turns to video marketing, a necessity for any well-rounded marketing strategy. Many people prefer to watch recorded content over reading, so it’s important to provide both video and text for both types of audience members. Like blogs, attorney videos are a great way to demonstrate subject matter authority, experience, and even personality to draw in new clients and begin building trust.
- Website: A law firm’s website is one of the most important parts of their marketing strategy; a website that doesn’t work properly, is outdated, or is not optimized for mobile use can’t compete with a website that is crisp, updated, and easy to use on a smartphone. Considering that a law firm’s website is one of the first places a potential client goes for more information, it’s important to make sure that their first impression leaves nothing to be desired and is at least equal with the other websites they could find their way to with the same ease.
- Google Business Profile: Law firms that have not made a Google Business Profile are sorely missing out; Google is the most popular search engine in the world, and one of if not the first place that people go when looking for legal representation in their area. Creating and completely filling out a Google Business Profile is a great way to boost your visibility and apparent legitimacy on Google, as well as to quickly inform potential clients about your location, practice areas, reviews, and more.
- Outreach: Engaging in active outreach efforts in your community as well as to past or potential clients is a great way to build trust and improve your overall reputation. The American Bar Association hosts a network of volunteer opportunities for attorneys and law firms looking to give back, although local businesses and nonprofits can also benefit from legal expertise. In fact, even targeted blogs and videos can serve as a form of client outreach when done correctly.
- Testimonials: Positive customer reviews and testimonials are one of the most effective ways to draw in new clients. However, these rarely appear out of thin air. It’s important to be proactive in collecting customer testimonials and reviews, as well as responding to negative ones with an attitude of kindness and a willingness to set things right. A great way to do this may be scheduling an email or phone call at the conclusion of a client’s case to ask for feedback about their experience.
To learn more about how to boost your firm’s marketing strategy, reach out to a legal marketing expert.