Law Firm Marketing Strategies

One surefire way to spark your legal marketing efforts is to share your expertise and build your personal brand. Afterall, your clients seek you out for consultation and guidance. Why not bring that knowledge online to build your credibility and following? Post valuable legal tips and viewpoints to expand your potential client pool.

When people need legal services—and don't have a reference from friends or family—they'll turn to Google. Make sure you show up near the top for key legal services in which you specialize. You can do this quickly by implementing a paid search campaign, then working on organic SEO efforts over time.

Trusting a lawyer can be incredibly high-stakes for new clients. So a law firm's reputation is everything—and it starts online. Before any other marketing efforts, check your online reviews and ratings and clean them up if need be (with help from a law firm SEO agency if your reviews and ratings need help)

As mentioned, the competition can be fierce in the legal profession. And being able to stay ahead of the competition requires keeping tabs on them. This may be harder than it seems, though, so choose a law firm marketing company who knows what they're doing, and can access the right competitive information—from search rankings to ad spend.

Todays lawyers and legal firms won't reach full potential without a strong cross-channel digital presence. This includes the right mix of all types of digital media—including SMS, SEO, paid digital, social and more. The targeting technologies with digital paid media, for instance, will allow you to get in front of the right prospective clients at just the right time.

The buyer's journey for law firm clients can be longer—and sometimes winding. Even if they choose a different firm, they could come back around at a later date. That's why it's vital to nurture your known leads, with helpful content, automated email and SMS and digital retargeting ads. You'll stay top-of-mind and foster positive perceptions of your firm.

For smaller firms, competing with the big guys can be hard. Fortunately, their are brand-friendly advertising channels that allow for incredible targeting, so you can avoid overspend and make the most of your marketing dollar. Invest in strong brand positioning and identity work, if need be; then leverage campaigns on connected TV, display networks and paid social to build name recognition and trust.

To ensure you're getting the most from your spend, you'll need expert measurement and analysis. When employing an omni-channel strategy, this can be tricky. You'll need a multi-touch attribution approach, because prospective clients will have multiple touchpoints with your brand before they convert; you'll want a true picture of the effectiveness of the full marketing mix.