Is your law firm still hesitant to embrace marketing? According to marketing statistics from the ABA, “Less than half (46%) of law firms across all sizes have a marketing budget.” This statistic is surprising given that numerous economic factors continue to negatively impact law firms.
Regardless of the firm’s size, all private practice firms feel pressured to increase revenues while facing corporate counsel’s desire to reduce the number of law firms, change billing models, and keep legal work in-house whenever possible.
Therefore, law firms need to develop effective strategies for attracting new clients and retaining existing ones. This includes creating an attractive and functional website, using social media to connect with potential clients, and committing to a content strategy. Check out these statistics if your firm still thinks digital marketing is for “other” businesses.
- Google was visited 89.3 billion times in the past month alone (Similarweb, 2022).
- 93% of people read online reviews before making a purchase.
- 53% of all website traffic comes from organic searches.
- 38% of people will stop engaging with a website if the content or layout is unattractive.
- Nearly 90% of consumers will shop with a competitor after a poor website experience.
In today’s blog, I’ll provide five tips on how to improve your marketing efforts and increase visibility.
Create an Effective Website
A well-designed website is one of the first things potential clients will see when they visit your site. It’s also a good place to collect contact information so you can follow up with them later. However, having a website doesn’t mean your marketing efforts are complete. Ask yourself these questions:
- Is your website easy to navigate?
- Do you provide contact information (email and telephone) for each attorney?
- Is the site mobile-friendly?
- Is your website optimized for SEO?
- Do you offer educational content that helps visitors find answers to their problems? Think content strategy.
If you answered “no” to any of these questions, you have work to do. If you’re unsure where to start, visit several of your competitor’s websites for inspiration. First, note what you like and don’t like. Then, contact 2-3 reputable website developers and designers to discuss your goals and challenges.
Build Relationships with Clients—Reputation Management
One of the most effective ways to build relationships with clients is by being responsive. This is especially true for small businesses that need help navigating the legal system. Satisfied clients will praise your work to their friends and professional colleagues alike. Conversely, a poor experience leads to frustration and the likelihood of negative reviews. Therefore, a reputation management strategy is a must to gain new business and clients, especially in the legal industry.
Additionally, showcase your client testimonials on other marketing materials. Press releases, proposals, the firm website, newsletters, and marketing one-sheets are perfect for highlighting client satisfaction and validating your firm’s commitment to providing superior service.
Develop a Social Media Strategy
You’re leaving money on the table if you’re not using social media as part of your marketing strategy. It’s easy to set up an account and start posting, but there’s more to the process. A good social media strategy involves creating a plan for each platform you use. First, research a platform’s demographics and best practices before creating content. For example, LinkedIn is a natural option due to its B2B focus. However, many law firms have effectively elevated their presence on Twitter and, most recently, TikTok. Bottom line: know your audience and understand each platform’s intent.
Be Proactive About Email Marketing.
One of the most significant mistakes attorneys make is dismissing the value of email marketing. Did you know that the email marketing industry is currently worth $9.62 billion, and it’s predicted to grow to $17.9 billion by 2027? The average open rate across all sectors (Yes, this includes law firms) is 80%, and the average click-through rate is 2.78%. You can build awareness about your firm’s practice area expertise and attorneys by providing valuable content via a quarterly newsletter or a monthly legal blog.
Email marketing is a powerful way to generate leads and convert them into clients.
Interested?
Use these guidelines as part of your email marketing strategy.
- Have a clear goal in mind.
- Be consistent.
- Educate yourself on email best marketing practices.
- Focus on quality vs. quantity.
- Segment your lists based on demographics and interests.
Promote Yourself Online
If you’re an attorney, you probably spend a lot of time thinking about how to promote yourself online. Luckily, there are ways to help promote yourself without spending too much money. First, you need to have a professional and easy-to-navigate website. *See tips above. Second, connect with other professionals in your field via social media. Also, don’t forget to post and comment on relevant topics. This action will help you establish yourself as a thought leader. Third, write articles and blog posts on topics that interest your target audience.
Standout and Grow Your Practice
It’s easy to do the same old thing while hoping the phone will ring or the email will ding. However, building a law practice takes time, and building awareness about your practice takes effort. Don’t skimp on marketing activities. The competition is fierce. Therefore, commit to building your brand and your reputation, as this is a necessary activity to retain and grow your client base.
If you are ready to focus on your legal marketing efforts, reach out and schedule a consultation with the marketing experts at YGL Enterprises today.
Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. By helping businesses devise a targeted strategy first, this approach creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.
