5 Unique Law Firm Marketing Ideas to Incorporate in 2020
There are over 1 million attorneys out there. You can’t rely on saying that everyone knows you or getting referrals from past clients. You’ll get some business, but you need to emphasize law firm marketing if you want to grow.
What are the best law firm marketing ideas
that you can use to grow your law firm? There are countless ways to market your
firm.
Read on to learn some of the top ways you can
market your law firm and get more clients.
1. Law Firm Marketing Starts with Your Firm
How can marketing ideas start with your firm?
After all, you’re trying to reach a new audience, right? There are a few things
you need to calibrate within your firm before you start spreading ideas
externally.
That step is overlooked, but it ensures that
your marketing efforts are consistent across all the different marketing
channels you decide to use.
You want to take a look at three things in
your firm. The first is what makes you different from all of the other law
firms. In other words, why would someone care about your firm and hire you?
The second thing is your ideal client. Who are
they? What’s their background? Why do they need your services? Are they in an
emergency situation, such as a DUI? Are they contemplating divorce and are
shopping around for an attorney?
When you know about their specific situation,
you’ll be able to choose the right tactics to reach them.
The third thing that needs to be aligned is
your brand. Your brand is the feeling that people get when they think about
your law firm. Ideally, you want your brand to be about competence and peace of
mind.
Once you have those things down, you can start
to build your marketing strategy. You can start a short campaign to get more
clients now. Will it work? It could. Will it deliver long term results for your
firm? That’s unlikely.
Take a long-term approach to get clients.
Decide where you want your law firm to be in 1 year, 3 years, and 5 years. You
can then reverse engineer the path to accomplishing your goals. This will help
you take a long term approach to marketing.
2. Have Great Content on Your Site
It’s not enough to just have a website with a
picture of the lead attorneys. That’s pretty much what every single law firm
does.
You need to help people answer the question,
“why should I hire this firm?” That starts by providing valuable content on
your website.
What does great content look like? It has to
solve a problem. For example, a bankruptcy attorney can have articles that
explain the bankruptcy process. They can explain what happens at a discharge
hearing, and the different types of bankruptcy.
These types of articles show your expertise
and help put potential clients at ease. It also gives them the knowledge required
to feel empowered.
3. Run PPC Ads
PPC stands for pay per click. This is a form
of advertising that usually appears at the top of search results.
PPC ads are very useful in several situations.
You can run them when you’re just starting to market your law firm. A
successful PPC campaign can generate new leads and business to you faster than
other law firm marketing tactics.
PPC ads are also useful if you target clients
that need representation right away, like a defense attorney. In many cases,
clients are in trouble, scared, and need help right away. These ideas for defense attorneys can help give you more ideas about
incorporating search in your marketing.
When you do run a PPC campaign, you want to
make sure that your ad text is strong and direct. It’s not easy to do, and it
requires multiple drafts. You also don’t want to send traffic to the home page
of your site. Have a separate landing page set up to get the attention of your
audience.
4. Invest in SEO
Search engine optimization is the optimization
of your entire internet presence to improve your firm’s appearance in search
results. PPC ads and SEO work together to bring credibility to your brand.
There are more than 200 ranking factors that Google’s algorithm uses to
determine search results. You want to make sure that your site has the right
keywords and content. Your site also has to be mobile friendly and perform well
across devices.
The HTML code on your site has to be clean and
easy for search engines to pick up and interpret. That allows your site to be
indexed and appear in the appropriate searches.
5. Give Your Firm Personality
Does your law firm have a personality? It may
be professional, fun or a combination of both. You want to make sure that your
personality shines through in your content.
People, namely your potential clients, are
looking to hire someone that they can relate to. When you show empathy and
humanize your firm, your firm becomes more relatable. That allows people to
bring down their guard and call you.
Where can you show your personality? Social
media posts and blog content are two places to start.
Law Firm Marketing Ideas That Work
There’s no question that you need to turn to
marketing if you want to grow your law firm. Your firm is in a very competitive
market, and you need to find ways to stand out.
You need to start by understanding your law
firm. That includes what makes your firm better than the others, what your
ideal clients need, and what your brand stands for.
Once you get that down, it’s much easier to
apply different tactics, such as SEO, blogging, or running a pay per click
campaign to jump-start leads.
These law firm marketing ideas are a few
things that you can do to grow. If you want more creative ways to grow your
firm, check out this site often for more helpful marketing articles.