One of the biggest challenges law firms face is trying to generate quality leads. The industry itself is very competitive, and most law firms use the same strategies as everybody else to attract clients. It’s important to use marketing strategies that are effective while also allowing you to stand out from the competition. So, how should you approach your marketing to accomplish this?
Here are five marketing tips that can make a difference:
Tip #1: Build a Local SEO Campaign
Local search engine optimization (SEO) is one of the best ways to generate leads and clients. The reason why is because most prospects will search for lawyers in their local area if they are in need of legal help. They’re looking to meet and consult with local attorneys to discuss their legal issues. By ranking in the top search results for your area, you’ll have very high visibility in that location.
Local SEO involves the optimization of your website, individual pages, and your Google My Business profile. It involves everything from research to web design, web development, content creation, and link building. Most law firms aren’t equipped with the skill sets needed to build a successful local SEO campaign, and neither do they have the time to spend hours working on one.
The ideal thing to do is to work with an experienced digital marketing company that specializes in SEO for law firms. This will enable lawyers to work on their cases while being backed by a marketing team that will help them bring in new clients.
Tip #2: Make Sure You’re in the Right Directories
There are many business directories that you want to be on to get as much visibility as possible. The list includes Yelp, Facebook, Yellowpages, Google My Business, Bing, Super Pages, Thumbtack, and more. You want to at least start by submitting and optimizing your profile on these directories. Many of these directories will offer premium placements to help your profile stand out from the others. It’s something that is worth testing.
You also want to look for local and national legal directories. This includes directories that are specifically for attorneys, lawyers, and law firms. Some of these directories are paid while others are organizations that you need to be a member of. Go through each one in careful detail to learn either how to submit your profile or partake in the sponsorship program. Some of these directories will charge lawyers for each lead or phone call generated, which is a fair way to be charged.
Tip #3: Create and Market Outstanding Content
Content marketing is often overlooked by law firms. Very few law firms spend any of their resources creating content in the first place. Content is important because it helps you communicate your knowledge, credibility, and authority to potential clients.
Most law firms try to stand out by advertising the results they’ve produced or why they’re better than the competition. At the end of the day, these statements are being used by everybody else, which makes it hard for the average prospect to distinguish one law firm from the other. This is where content comes in. With content, you are providing value to potential clients before the initial consultation. It also helps to establish a relationship with potential clients, so when they’re ready to make a decision, you remain on the top of their minds.
There are many great ways to produce content for your law firm. This includes doing simple Q&A segments with prospects, offering your legal advice on different scenarios, and doing case studies of various legal cases. The important thing to keep in mind is to use language that the average person can understand. It’s easy to get carried away with industry jargon when creating legal content.
Tip #4: Invest in Advertising
One of the issues with local SEO campaigns is that it can take several months until you start seeing good results. Fortunately, there are many ways to generate leads until your local SEO results start kicking in. One of the most optimal solutions is online advertising. There are many online advertising platforms that you can use to generate leads such as Facebook Ads, Google Ads, LinkedIn Ads, and Twitter Ads.
These platforms operate using the pay-per-click model. This model is where you run ads and are simply charged whenever somebody clicks on your ad. This makes it far more economical than traditional media channels like TV, radio, and newspapers. You are only paying for people that have an interest in your services. The online ad platform also makes it easy to track your campaigns. As a result, you can optimize your campaigns to maximize the results.
However, you should know do your accounting properly so that you won’t waste your investment in ads.
Tip #5: Maximize Your Email Marketing
Email marketing is still one of the most effective channels to generate clients. Once you actually do turn web visitors into leads, you still need to convert them into clients. You want to start by creating a follow-up series that motivates them to call you for a consultation. The follow-up series should be insightful, educational, and relevant to what the prospect may be going through.
Even if the prospect doesn’t end up calling you early on, they may do so later. That’s why you want to continue following up with them through an email newsletter. There are many different things you can cover in the newsletter, from an analysis of legal cases to general legal tips, and new local laws that may affect your target audience. The idea here is to continue to provide value and remain on the top of the minds of your prospects.
These five marketing tips will help increase leads for your law firm and get more of your leads to convert into clients. The legal industry can be very competitive, so you want to be as aggressive as possible with your marketing campaigns. You want to do what your competition isn’t willing to do—invest more in your advertising and stand out with your marketing strategies. That’s what’s going to make the big difference between just doing okay and thriving.