Successful Marketing Concepts for Legal Companies
Legal marketing is not a one-size-fits-all solution. The techniques used by big legal firms with marketing divisions will be ineffective (or unrealistic) for smaller law firms. We invited attorney marketing covington from some of the biggest legal marketing companies to share their best methods for boosting client leads to small law practices.
Create a Natural Niche
Niche down. If you can narrow down your focus and become the go-to lawyer for particular markets, your participation in those groups will organically generate leads.
This is not new information. Lawyers have been pushed to specialize since the general practitioner model was abandoned. However, the degree of niche has increased. Ten years ago, a lawyer might specialize in either criminal defense or personal injury. Today, to genuinely be niched down, a lawyer must identify their ideal client and develop a practice around them.
Using Your Niche for Marketing
A broader marketing approach means competing in a crowded marketplace, whereas a narrower, targeted approach allows you to spend your marketing budget on attracting and converting highly qualified leads, resulting in a better return on your investment than scattershot marketing tactics. Keep in mind that prospective clients are more likely to work with specialists who understand their unique challenges, and you should market yourself as such. This is a key principle of attorney marketing covington.
Furthermore, using exact keywords to match user intent is the key to ranking on Google. That’s why you need to double down on defining your niche since it will inform much of your marketing strategy — what the best channels are, which keywords yield the highest ROI, and so on.
Your niche will also assist in shaping your content approach. A small specialty allows you to focus your content and better reach your target audience. The key is to answer the questions your potential clients are already asking. Posting blog pieces, videos, and downloadable manuals that answer the questions your clients are asking is recommended.
Treat Your Website as an Investment
A well-designed site will need less technical support over time, keeping your funds down in the long run. Low-cost sites can cause a variety of issues (apart from cheap or overdone aesthetics). The site could just collapse, or the theme may have been discontinued, forcing you to revamp anyhow. In today’s world, your website is frequently the new shop.
Search Engine Optimization
SEO is the highest ROI marketing strategy for many smaller firms. A well-crafted SEO campaign is multi-faceted — working on your site’s content, the technical components of your site, and working on and off-site to build your website’s domain authority. Clients must be able to locate you on Google and then find the information they require before deciding whether to retain your services.
Off-Site Web Work
Simply having an optimized Google My Business profile can bring you more clients from your city or state. The Google My Business profile (with all of the necessary information — address, phone number, hours, services, etc.) can help ensure that your law office appears when people in your area search for legal assistance. This modification to your profile together with a sprinkling of location-specific keywords throughout your site will help to increase your rating in local search results.
Beyond Google My Business, legal firms should try to be listed in all important lawyer directories. When it comes to Google search results, directories tend to dominate. This is primarily because they already have a significant SEO presence.
Building Your Brand
The purpose of most marketing is to get your name out there so that when a customer needs your services, you are the first lawyer that comes to mind.
Numerous studies have demonstrated that a strong and imaginative logo can elicit an emotional response from a potential client, setting the groundwork for trust. Creative logos, particularly those that incorporate your company’s history or personality, can be worthwhile marketing investments for a smaller firm.
To enhance client acquisition through brand awareness, you must maintain a consistent tone and marketing approach that fosters trust. Then, if you can establish an image of steadiness and your services back up your marketing claims, you will gradually gain name recognition.
Getting out of the office and into the community is one of the finest methods to increase name recognition (especially among prospective clients in your industry). If you can arrange an event or fundraiser that is relevant to your target client base or sector, do so. This will undoubtedly make certain procedures easier.
Practicing the Strategies
We hope this article has offered you some new ideas or insights, allowing you to take the necessary measures to advance your law firm’s marketing strategy. You can always take a step back and evaluate whether your practice is working for you, regardless of where your firm is in its development.
