Law Firm Marketing 101: What To Do
As an attorney, you excel at fighting for justice. What you might not be as good at is something that every business needs… marketing. This is a fairly common problem for legal professionals, as there are many different approaches to law firm marketing, and not all of them make sense for every lawyer. For example, some personal injury attorneys prefer to go the mass marketing route, with their faces on billboards and bus benches with catchy slogans (think: “Better Call Saul”). Other attorneys, however, would cringe at the thought of taking this approach. Consequently, coming up with a marketing standard for law offices and professionals becomes quite tricky.
We’ve been working with professional law firms for quite some time now, and we’ve made it our mission to really understand what’s important to our clients in terms of marketing. After studying their fields of expertise, objectives, and personalities, we’ve also developed a keen sense for the types of traditional public marketing tactics that actually work. This insider information has made it possible for us to take many legal experts to the next level with their businesses, as together, we work to properly market their respective firms. Here’s a glimpse at how we do it:
Embrace the Web
By now, most modern law firms have built a website for online advertising purposes. Having a website, though, isn’t enough to market yourself in today’s world. Consumers go online to find answers to their questions, discover solutions for their problems, research reviews on services, and make meaningful connections with professionals like yourself. In order to take full advantage of online marketing opportunities, you need to be ready to embrace the web and all that it has to offer. The most successful attorneys maintain an active blog in order to attract new readers with helpful information. They also engage with their target audience via social media, and are quick to respond to customer inquiries via email or instant messenger services. No matter what approach a law firm takes toward marketing, creating content and customer engagement MUST be a part of it.
Find Your Niche
You may know a whole lot about many different areas of the law, but don’t spread yourself too thin. When you’re trying to come up with a blanket marketing tactic that covers every area of the law and attempts to appeal to every single person, you’re probably going to fall short of your goals. Finding and understanding your areas of expertise and then focusing your marketing efforts on those areas will make it easier for clients to find you, raising the odds that you’ll see your business increase.
Make It Personal
Sometimes, developing personal relationships with clients, referrals, leads, and connections can be a better marketing tactic than traditional advertising. Bringing people together at charity events, ball games, wine tastings, or other special events where marketing is actually secondary will make a lasting impression on your prospects and will ensure that you’re at the top of their mind when they or a friend are in need of legal help.
Be Visible Within Your Community
Yes, you’re an extremely busy professional, but the best attorneys never rest on their laurels. In addition to lauding your professional accomplishments, an effective marketing strategy includes engaging in other activity, such as volunteering to speak on industry panels, serving on a board, networking at industry conferences, hosting charity events within your community, or even taking connections out for a round of golf. This level of visibility is the best way to turn your brand into a household name.
Not all legal professionals have the same tastes in advertising, but these marketing staples are essential to any strategy. As experts in legal marketing, Madison Taylor Marketing is ready to help you stand out today. Give us a call to learn more.