Effective law firm marketing is all about getting your message to the people who are seeking what you have to offer. Sounds simple enough, right? It’s more complicated than it sounds, especially in today’s increasingly fragmented and fast moving digital landscape. We’ve worked with firms of every size and specialty, and have picked up on best practices that consistently generate results. Here are 5 legal marketing habits of successful law firms.
1. Think locally
Far from thinking “small”, focusing on geography is a smart strategy for many reasons. The fact is that most of your future clients are searching locally before they hire a lawyer. Your marketing will work best in the areas where you actually practice. Start by creating local business listings. These listings function as part of local online search and make your firm visible. Take advantage of the hundreds of directories where you can list your firm for free, such as Google My Business, Yelp, Bing Places, etc. The quality, consistency, and spread of your online directory listings can affect your local search engine optimization (SEO) results. Yext is a great tool that can help you manage your online reputation through directories.
Obtaining user reviews across these listings is also important. Just as important as the digital aspect is the physical one: join local professional groups, volunteer, participate in local forums, etc. Your goal is to get your firm name out in the local market as much as possible.
2. Optimize their website for all devices
A slow website or one that is difficult to navigate isn’t going to cut it. Having a well-designed website with great content is important, but adhering to technical best practices is equally critical. It’s key that your website is mobile-friendly and loads quickly, since people tend to look at websites on multiple devices. Your number one priority should be ensuring the site works across any device. Then, take a look at your loading speed and do what you can to make your site faster. Also consider making the site ADA compliant. For tips on making your site accessible to someone with a disability, check out our past blog.
3. Create targeted and trackable marketing programs
As legal marketing moves more into the digital sphere, it becomes easier and more important to focus on a specific audience and then use data to understand how those activities are performing. Examples of trackable strategies include everything from blogging to paid advertising to email to account-based marketing. Consider your ideal audience (you can create client personas to better articulate these individuals), and then think about where they spend time and the best ways to reach them. What topics are they interested in? What are their challenges? Content creation should revolve around these areas. Then, make data part of your overall strategy.
Fortunately, the free and leading web analytics tool, Google Analytics offers the ability to set up and track a wide range of digital activities. Consistently pull data on your efforts so that you can optimize and make more cost-effective law firm marketing plans. Be wary of any activities that are targeted to a broad audience, or do not have a way of tracking results.
4. Select a niche and create content specifically for their target audience
Niche focused marketing allows your law firm to target leads that meet your firm’s specific business growth goals. A deep understanding of your clients, your industry, your long-term business goals, and your prospect’s business pain points allows your firm to provide tailored services that genuinely add value in your client’s eyes. Focus on your attorneys’ strengths and what they are experts in, and work to instill trust in people seeking experts in that field. Narrow your content output to themes in that area, such as blog post topics, email updates, podcasts and posts on social media.
5. Encourage visitors to interact
Anything you produce that promotes your firm should gently remind people to take a next step. That can mean calls-to-action (CTA) on content like white papers, but it also means helping people to engage when they are on your website. User studies have shown that interactive content such as quizzes and polls prompt people to take action. Additionally, many firms have found success implementing a live chat feature. People like the instant gratification of getting answers, without the pressure of setting up a real discussion with staff. Interaction also extends to encouraging users to leave reviews for your firm, engaging with them and asking them to respond to social posts, etc. It is important to remember when establishing your legal marketing habits to include lead forms across your website, and make sure every single web page has some sort of CTA for what to do next.
Prioritizing these legal marketing habits will enable you to improve your online authority, helping you to grow your practice and generate more business online. Knowing you need to implement these strategies is one thing – having the bandwidth to do them is another. If your firm needs assistance with any digital efforts, reach out to us.