Law firm marketing has gone through tremendous changes over the past few years. Once upon a time, law firm marketing was considered to be a low priority and lawyers would expect their clients to come by word of mouth alone.
However, a shift has taken place in the legal industry as it is now understood that running a successful legal practice requires having an effective marketing strategy just as much as it requires having effective law practices.
As a result of this shift, several new marketing strategies for lawyers have emerged and are constantly being improved upon. These new strategies can be implemented by any law firm or even solo practice with only a little bit of work.
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The first step to marketing your law firm is to create a brand identity. Your brand should be unique and convey the right message about you, e.g. specializing in family law or being professional yet easy-going.
When creating your brand identity, it’s important that you choose one that will last for several years as opposed to a fad that will be over after a year or two.
Once you have your brand, using it in all aspects of your marketing is the best way to ensure it stands out. The most common branding tools include: business cards , letterhead , your website’s graphics and buttons, email signatures, billboards, brochures, etc.
The Website of Your Law Firm is the centerpiece of your marketing efforts. It’s quite probable that a potential client or attorney referral will visit your website at some point. It is generally the first impression that a visitor has of your business.
A personal injury law firm website should have the “call us now!” buttons and forms all over the website, including a phone number in the header.
Customers are more likely to trust a company that has been around for a long time than one that is just starting out.
Blogging is one of the more popular strategies due to its ease and low cost. Publishing a few blog posts per month on your law firm website can help you generate leads and educate potential clients.
The content that you produce on your blog doesn’t need to be entirely original as it can also come from outside sources such as: news headlines, informative articles or research studies.
If you’re not currently using social media sites like Facebook, Twitter and Google+ for marketing purposes then it’s time to start now! Also known as online word-of-mouth, social media sites allow you to engage in conversation with current and potential clients. Some law firms have even been known to generate a significant portion of their leads from these types of sites.
While the legality of SEO practices has been called into question, it’s still one of the best ways for lawyers to gain consistent leads. There are numerous free guides that can give your law firm website high search engine rankings, but be sure to check their credibility before you make any changes.
While SEO will help bring more visitors to your website, you need an active blog and social media presence to convert these leads into paying customers. You can also count on SEO Toronto and SEO NYC Team for your Website SEO.
In addition to being much more targeted than traditional advertising means such as newspapers and billboards, direct mail marketing is also highly cost effective.
It can also help you gain leads outside of your immediate area since the postcards are often sent over a much larger geographical range.
Use the legal space that appears at the top of your direct mail postcard to provide information about your law firm. If you’re looking for cheap postcard printing then sites like Vistaprint offer low prices and high quality work from the comfort of your own home.
Another way that you can gain leads at a relatively low cost is to offer a referral program.
For example, if one of your clients becomes happy with the service that you provide then they can hand out their own business cards that mention some type of discount for new customers.
This type of program will also work in tandem with your law firm website where you offer users a coupon code for future discounts whenever they sign up to receive your newsletter.