5 Effective Law Firm Marketing Techniques
Attracting clients to your law firm is an important task that might get overlooked in the hustle and bustle of running your practice. However, it’s vital to keep new clients coming in and to retain customers to maintain a steady flow of business. Marketing can help your firm not only keep a consistent book of clients, but also grow.
Here are five effective marketing techniques for law firms and how to apply them:
- Search engine marketing (SEM) ads
People in need of a lawyer often start with a simple online search. Search engine marketing (SEM) ads are a great way to capture the attention of someone just starting their research. Ideally, you’ll want to appear in the organic search as well (more about that below), but in an industry with so many options and so much competition, digital ads can help cut through the clutter in a crowded space and deliver your info at the top of the search results. When using this technique, it is critical to identify high-performing keywords that are broad enough to capture common searches, but targeted enough to serve your ad to those in need of your specific areas of practice.
- Email marketing
Retention, retention, retention! Email marketing is a strong strategy for keeping in touch with those who have already connected with you. You’ll want to take your customers’ information, including their email addresses, and load it into a customer relationship management (CRM) system. Then, you can send emails about firm updates, helpful content marketing articles and other important information.
On-page search engine optimization (SEO) involves using appropriately linked strategic keywords throughout your online content to help your firm appear at the top of search results organically. This could mean including keywords and phrases in your website, blog, video and other content. Ideally, you’ll focus on words that relate to your practice specifically and less on general legal terminology. For example, if you do contract law, you’ll want to include keywords and content that relate to that area. The same for injury, estate planning, criminal defense, family and other legal fields.
- Blogs and social content
Speaking of content, your law firm should be developing a steady stream of value-driven content to host and share. It’s essential that the content provide useful insights to your followers to retain their interest and keep them following your firm. This could take the form of blogs, infographics, videos, white papers, e-books and more. Not only does this help boost your organic SEO since it can all be hosted on your website as keyword-dense copy, but it will help you create pillar content to drive social media posts and email marketing traffic back to. One solid piece of pillar content can help your firm actively market itself through an extended campaign if you slice and dice it right.
- Reputation management/profile optimization
When you work in law, your reputation is paramount. It’s imperative that potential clients see you as a valuable resource and worthy of their trust. Sites like Avvo and FindLaw are excellent resources for people seeking representation, which means that your firm should optimize its profiles and monitor activity and reviews on these sites.
In order to support client acquisition and retention, law firms should integrate these five marketing techniques. Through paid digital advertising, keeping in touch with email marketing, focusing on SEO for organic performance, developing content that provides value and managing your firm’s reputation online, you can make the most of your marketing efforts.