Establishing and running a law firm business is not what the majority were taught in school. However, as you practice law, you may decide to start your law firm. If you are thinking about owning a successful law firm, Law Firm Marketing will be crucial.
Besides learning about managing your firm, bookkeeping, how to get potential clients, and many other things, you also need to understand how marketing in this industry works.
What is Law Firm Marketing, and How Will it Help Your Business?
Marketing is a way of communicating to clients: to help them find you, convert potential clients, retain current clients and maintain a digital presence. Law firm marketing is way more than traditional handshakes and conferences. It is comprehensive as it involves public relations, networking, and customer relation, among other marketing strategies, to ensure growth.
Law firm marketing is simply a way to become successful as a law firm and as a lawyer, research working marketing strategies, tactics, and techniques to make you stand out among your competitors.
Thanks to the internet, you can now reach a global clientele base, but you need to look for viable ways of conveying your messages. Ensuring you are not looking like you are doing ‘ads’ but informing and educating them about what you do best.
Marketing is not all about social media marketing but more about how:
- The responsive, security, and design of your website
- The law firm image – public relations
- Listing in legal directories
- Claim your Google my business profile
- On-page and off-page Search Engine Optimization
- Email Marketing
- Guest posting
- Pay per click
Your firms’ image represents who you are and what you stand for and; therefore, what will make clients looking for your services to stay or leave your site is up to you.
You want to ensure your firm’s image attracts potential clients? If that’s the case, you will need to stay consistent, patient, and committed to creating, adjusting, and maintaining your firm’s image from time to time.
It is essential to ensure your image matches; your ideal customer needs. Once you have managed to hold a customer on your site, you can now easily convert that lead to an actual client.
The Firms’ Image
Every client who visits your website or physical office will take action depending on your firm’s image. But how do you create an image that appeals to your potential client?
First, you ensure the services you offer are the ones the clients perceive when they see or hear of your firm. Secondly, it is how you portray yourself on online platforms. Even the uninterested client is willing to go the extra mile and research:
- Ask contacts.
- Please browse through the about us page, your site profile.
- Check your social media profiles to get a glimpse of who they are about to hire.
Another thing to ensure is the consistency of your brand. A potential client willing to work with you; can instantly lose interest if he gets an inconsistent firm image when he checks through your Facebook business page and the company website. Remember that your firm’s vision is one of the most important factors because it can make you miss a potential client (who even knew you personally) because of the message you convey about your firm.
Establish Your Expertise
As a law firm or a lawyer, you need to convey who you exactly are and what you’re best at, for instance, a personal injury lawyer. Build your portfolio and let people know you for the services you provide. Establishing yourself as an expert in your field will attract clients and instill a sense of confidence that you are the right fit for their needs. Since you are an expert and continuously active in your field, clients will remember you first and reach out to seek your services.
Converting Your Potential Clients to Actual Clients
Since there is no specific marketing strategy that will work for every law firm, combining several marketing approaches will help your firm reach its goals. Depending on your firms’ end goal, you can keep adjusting your marketing techniques and tactics to fit what you are projecting as a firm.
Marketing is a continuous process; you have to keep looking at your metrics to see how your marketing plan is going and consistently improving it. As your law firm grows, never tire to change and re-strategize your marketing techniques, tactics, and approaches to fit your goals. Always keep in mind where you are going as a law firm and where you are at the moment.