Do you know the difference between a successful attorney and the one who is struggling for triumph? It’s not necessarily their positive track record, extensive experience, or knowledge of the law. Most often, it’s the ability of the attorney to utlise legal marketing to inform potential clients of his/her services.
Developing a robust pipeline of clients for your law firm takes the right legal marketing efforts. Many lawyers don’t get clients because they waste time in wrong activities and don’t authentically bond with their potential clients. Keep in mind; legal marketing is entirely different from marketing other types of businesses.
Here are some things you should note if you are serious about marketing your law firm.
#Lesson 1 – Former Clients Are Potential Clients
Keep track of your previous clients. Even if you don’t have a sophisticated case management system, you track your clients’ names, inquiries, appointments, conversions and their issues, in a spreadsheet.
Let them know your business still exists by call or via mass email campaigns. It’s much easier to open a new file for an old client than to originate a new client. It’s also easier and less expensive to get a referral from a satisfied client than to get the attention of a potential client using advertising.
#Lesson 2 – Invest A Small Percentage of Your Revenue in Legal Marketing
Allocate minimum 2.5 percent of your revenue to legal marketing. Remember, this percentage shouldn’t include wages of the marketing individuals. This money is allocated specifically to effective branding and getting potential clients out to luncheons.
#Lesson 3 – Liven Up Your Website With Multimedia And High-Quality Written Content
Multimedia such as videos and high-definition images help convey your messages more effectively. These eye-catchy elements make your business more noticeable to the targeted audience and help improve your law firm’s branding.
Similarly, relevant and easily understandable content is an essential ingredient of successful law firm websites. It is the written content that drives traffic and search engine ranking to your site. Make sure you delegate the writing job to a law writer or someone who thoroughly understands the modern internet.
#Lesson 4 – Join Trade Associations For Networking
Networking is vital to getting new contacts and game-changing business ideas. This is why you should join trade associations in your city, state or country. It gives you opportunities to get in front of people who may hire you in future.
To find about these trade associations, simply ask your clients what meetings they attend. Request them to introduce you to others, so you can score more customers and eventually, get on the board of directors. Be an active part of these associations and volunteer to help with newsletters and any activity that’ll lead to a board position.
#Lesson 5 – Make Your ‘Blog’ Interesting, Not promotional
The best time to have a blog for your law firm was ten years ago. The second best time is now.
As we mentioned, content drives traffic and ranking to your website; blogging makes a valuable piece of your marketing strategy. Also, blogs keep your customers engaged with your website and improve your business credibility. Don’t always brag about your services and achievements. Instead, write about current events, news and everything that might interest your clients.
Legal issues are complex for those without a legal background or education. So, present advanced law concepts in layman’s terms and avoid jargons to make them clear and easy for your readers.
#Lesson 6 – Build A Social Media Presence
Social media channels, such as Facebook and Twitter, offer an invaluable platform for marketing your law firm. Hire an in-house social media manager or outsource it. But, don’t ignore or downplay the power of social media. When it comes to marketing, you have to choose between shouting and seduction. Keep seductive techniques offered by social media to promote your law firm.
Finally, track the results of all your marketing efforts and campaigns. Expand those that bring in clients that result in billable hours, and discontinue those that bring few or none.