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10 Proven Strategies to Enhance Your Law Firm Marketing
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10 Proven Strategies to Enhance Your Law Firm Marketing
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10 Proven Strategies to Enhance Your Law Firm Marketing
CONTENTS
Introduction................................................................................................. 4
Strategy #1: Brand Image & Message...................................................... 4
Strategy #2: Paid Search and Instant Traffic........................................... 5
Strategy #3: Local Listings Submissions................................................. 5
Strategy #4: Regular Quality Content....................................................... 6
Strategy #5: Social Media Marketing........................................................ 6
Strategy #6: Video Marketing.................................................................... 7
Strategy #7: Public Relations.................................................................... 7
Strategy #8: Marketing Automation.......................................................... 7
Strategy #9: Strategic Partnering............................................................. 7
Strategy #10: Get Out and Be Visible........................................................ 8
Conclusion.................................................................................................. 8
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10 Proven Strategies to Enhance Your Law Firm Marketing
10 Proven Strategies to Enhance Your Law Firm Marketing
Introduction
Thank you for reviewing our law firm marketing tips list. These tips are designed to help you
ensure you are getting the most out of your law firm’s marketing efforts. They are presented as a
complimentary overview of important areas of focus in your overall marketing strategy. If you have
any questions after reviewing this material, or you would like discuss any of the tips in further details,
please contact us through any of the ways listed on this page.
Strategy #1: Brand Image & Message
Whether you’re an established law firm or you’re an attorney
considering launching your own solo practice, having a
polished, professional and trusted Brand Image is the first step
in creating a formula for success. A polished brand message,
delivered to your ideal target clients in the ways they want
information delivered to them, will not only allow you to feel
confident your law firm’s marketing is producing winning
results. This will also produce clients who feel they already
know, like and trust your firm.
You want your brand image and the messages you
communicate to instill trust and credibility in your law firm. This
instills a higher level of confidence within your client ensuring they have made the right decision by
choosing your firm to represent them.
In some cases, updating your firm’s brand messages may be necessary to keep you competitive
in your local market place. In other cases, updating your brand content may be required to better
utilize new technologies as well as new channels of delivery that your target clients want information
delivered to them.
We don’t want to bore you with too many marketing statistics, what really matters are what
generates more revenue for your law firm. Consider these mobile website stats as a reference:
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2014 marks the year where mobile website searches will out-pace desktop searches
91% of all Smartphone users keep their phone within arm’s length at ALL times
72% of ALL internet users expect websites to be mobile friendly
61% of people will leave a website within seconds if they have a poor mobile experience
67% of consumers will take action if the website in mobile-friendly
A large majority of websites built in the last two years are designed to be responsive and scale
automatically for viewing on the mobile device. However, in many cases, law firms can be losing
clients to their mobile-friendly competitors if their sites are not up-to-date. We encourage you to not
overlook the need for a technology-friendly, mobile-ready website and branded email that delivers
your content and brand message effectively.
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10 Proven Strategies to Enhance Your Law Firm Marketing
Strategy #2: Paid Search and Instant Traffic
If you haven’t figured this out by now, let us be the first to tell
you...You are in an extremely competitive industry. There are a
vast amount of law firms out there and the budget they have
allocated to marketing and advertising are equally as vast.
Whether you have marketing dollars invested in television
commercials, radio ads, billboards, (I’d say Yellow Pages,
but not many of you remember what those are :-), print
advertisements, search engine optimization campaigns, etc.
One of the fastest ways to get your website and practice areas
in front of viable clients is the use of Paid Search Advertising.
Google is obviously one of the most dominant options, but any potential new client source that
produces the type of clients your law firm is looking for is a viable option for harvesting new
business. Here are a couple facts about the types of searches that will typically hit your website:
•
Research-oriented searches for legal information with no intent to hire an attorney consist of 26% of all related search traffic. An example would be “Divorce laws in Florida.” While the user might eventually hire an attorney to help with a divorce case, they may also be researching for a friend, or article or a paper for a school project and have no actual intention of hiring an attorney.
• Head-term searches with law firm intent make-up for 3% of search queries. They are targeted
and contain a geographic element; a practice area; and either “attorney,” “lawyer” or “law firm.” An example would be “Miami car accident lawyer.”
•
Long-tail keyword phrases with law firm intent make-up the remainder 71% of searches. Long-tail means it contains a larger number of words with the intent of hiring
representation. For example: “Miami drunk driving lawyer for motorcycle accidents.” This is
an example of a phrase with specific intent, and the additional keywords make this type of
paid search term is more cost effective than a simpler, more competitive phrase like “Miami
DUI Lawyer.”
Strategy #3: Local Listings Submissions
Another important way for you to ensure your law firm is being found is
to be sure that you are listed with as many business listing directories as
possible. It’s almost certain that you will not have heard of many of these
online directories; however, one of the advantages to listing your site
with as many as possible is that they create “citations” that benefit you in
larger search engines like Google.
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10 Proven Strategies to Enhance Your Law Firm Marketing
It’s also a good idea to claim and verify the information in these listing directories as well, since
much of the information that populates these directories comes from a variety of data aggregates.
Often times and, especially, if you have moved locations, added or removed a partner; changed or
added phone lines; many of these directories will have been populated with out-dated information
that can confuse or impede a potential client from reaching you.
Claiming and updating the listing information will guarantee all of your listings are in alignment and
all roads lead back to your firm.
Another advantage of ensuring your practice is listed on these business directories is many of these
directories are promoted by different Internet Service Providers, Smartphone applications and
mobile operating systems.
A final reason to consider listing your law firm on these alternate directories is, if you are a solo
practitioner who is using a cell phone as your primary line or if your practice’s phone is a VoIP (voice
over IP) system. Unlike traditional business phone lines, VoIP systems & cell phones do not typically
get included in the traditional data aggregate networks. Manually adding your business listing is
paramount.
Strategy #4: Regular Quality Content
Over recent years there have been several updates and upgrades on how search engines like
Google index and rank sites. One of the shifts has been to emphasize the value of quality content
being added to a website on a regular basis. This helps identify you as a resource for information
and makes the search engines look good to their consumers when they serve up your quality
content in their search results.
This shift of valuing quality content is reflected in the consumers’ mindset, as people want to make
informed decision. The consumers, especially in our economy, are becoming smarter shoppers
with all of the information they now have at their fingertips. Creating regular, quality posts helps
distinguish you as an expert, it builds you up as an authority in your field, and it shows generosity on
your behalf to be a resource for your prospective clients in their time of need. This, in turn, creates a
relationship of reciprocity from which you will benefit when they are ready for your services.
Ask yourself what are the common questions and concerns for your clients? What are they most
interested in? How can you educate them and make them better informed consumers?
Strategy #5: Social Media Marketing
This area reflects a powerful opportunity for your law firm marketing
efforts to connect with your ideal target clients through the mediums
they feel most comfortable using. Most social media outlets promote
community and trust and offer a variety of ways for you to communicate
both professionally and casually.
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10 Proven Strategies to Enhance Your Law Firm Marketing
They can also be one of the first mediums used to initiate a conversation resulting in the need for
legal representation. “My sister just got rear-ended.” “Oh, you need to contact insert your name
here.” If you have a social media presence, your law firm will be one of the first to come to mind as
these conversations are happening.
Strategy #6: Video Marketing
Video marketing can be an ideal way to educate and build relatedness at the
same time. People want to connect with the people they are doing business
with. They are connecting with you as an attorney and as a person, not as a
legal entity.
When they have a chance to see and experience you before they meet you
in person, they start the relationship and trust building process. Your words,
mannerisms and actions help establish you as an authority and trusted source
before they meet you in person.
Videos also appeal to the laziness and need for convenience in people. When they start to do their
research and they have the choice of reading a long article or see a quick video, many will opt for
the video. Utilizing video in your law firm marketing arsenal makes it easy for prospective clients to
connect with YOU vs. your competition.
Strategy #7: Public Relations
Press releases can be a great tool for establishing your firm’s credibility.
They can help you draw attention to topics and events that distinguish
you from your competition. They can also result in residual free press and
ongoing exposure.
At the top of the list, they can often build you or your law firm up in such
a way that you become the trusted source for media related questions. In
other words, you could ultimately become the attorney whom they call for
“the answers” or the “official opinion or interpretation.”
Strategy #8: Marketing Automation
Some might say that we are living in a golden age of marketing and business generating
opportunities. Traditional advertising and marketing practices have been enhanced with smart, more
consumer-centric mechanisms for marketing.
Today there are now highly sophisticated and informational systems for marketing. There are almost
infinite levels of demographics and selection choices to which marke. There are several software
applications that can automate, deliver and track results with almost scary detail.
Stats show that adding a lead capture system to your website can increase your annual revenue by
as much as 40%. Plugging prospective clients into an automated series of educational emails or a
regular email newsletter can considerably increase your rate of client acquisition.
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10 Proven Strategies to Enhance Your Law Firm Marketing
Strategy #9: Strategic Partnering
Ask yourself who else comes in contact or services the types of clients you’re looking for. If you’re
a personal injury attorney, have you connected with chiropractors, body shops, towing companies,
etc? If you’re an elder law attorney, have you connected with financial planners, or Medicaid
planners? Who’s out there in your client contact spheres you can refer clients back and forth to?
Instead of spending all of your efforts marketing to the end client, ask yourself who can be a referral
partner who can send a steady stream of clients to you.
Strategy #10: Get Out and Be Visible
Now that you’ve got your law firm’s marketing firing on all cylinders, don’t forget to get out and meet
prospects in person. Often networking and attending the meetings of associations can be a great
way to draw attention to your firm and your glowing personality. Networking organizations can also
be a great way to connect with other, non-competing attorneys and contact spheres, as well as
strategic partners that can be a continual source of new clients for you.
Conclusion
This concludes our overview of areas of opportunity for enhancing your law firm marketing practices.
We hope you’ve found this information valuable, albeit short. If you would like any additional
information on any of the areas mentioned in this guide, P3 welcomes the
opportunity to assist.
The P3 Agency was founded in 1990. We are a brand development and
marketing firm specializing in helping professionals market and distinguish
themselves in their industry by creating powerful brand development and
marketing processes that generate top-tier results. If you would like more
information on how P3 can help you launch or promote your practice, we
offer a Free Consultation and a customized presentation to show you how
our services will give you the success you desire and the confidence in
knowing your law firm marketing is working for you.
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10 Proven Strategies to Enhance Your Law Firm Marketing
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