Effective marketing for a law firm is all about getting your message across to people who are looking for what you have to offer. Simple enough, right? Well, it’s more complicated than it looks, especially in today’s increasingly fragmented and rapidly changing digital landscape. We’ve worked with businesses of all sizes and specialties and learned best practices that consistently drive results. Here are 10 legal marketing habits of successful law firms.
Legal Marketing Habits
1. Be consistent
Consistency really is key when it comes to marketing. Too often we see companies neglect to update their Blog, podcast or social networks for far too long. A lack of consistency can be detrimental to credibility, and not having active strategies leads to many missed opportunities.
2. Think locally
Far from thinking “small”, focusing on geography is a smart strategy for many reasons. The fact is that most of your future customers are looking for locally before hiring a lawyer. Your marketing will work best in areas where you actually practice. Start by creating lists of local businesses. These listings work as part of local search online and make your business visible. Take advantage of hundreds of directories where you can list your business 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. Shortly is a great tool that can help you manage your online reputation through directories.
It is also important to get user reviews on these lists. Just as important as the digital aspect is the physical aspect: join local professional groups, volunteer, participate in local forums, etc. Your goal is to get your business known in the local market as much as possible.
3. Test often
How will you know what your audience wants if you don’t test them? A/B testing it’s when a marketer changes an attribute on a marketing medium and posts two versions to test which attribute works best with their audience. The most savvy marketers will continue to experiment with different variables until they find the perfect formula for success with their audience. You can test things like landing pages, emails, ads, and more.
4. Optimize your website
A slow or hard-to-navigate website will not suffice. Having a well-designed website with great content is important, but adhering to technical best practices is equally essential. It is essential that your website is mobile-friendly and loads quickly because people tend to view websites on multiple devices. Your number one priority should be to make sure the site works on any device. Next, examine your loading speed and do what you can to make your site faster. Also consider making the site ADA compliant. For advice on how to make your site accessible to someone with a disability, see our past Blog.
5. Create targeted and trackable marketing programs
As legal marketing moves further 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 perform. Examples of trackable strategies include everything from blogs and paid advertising to email and account-based marketing.
Consider your ideal audience (you can create customer personas to better articulate these individuals – start with a free guide like this: A Law Firm’s Guide to Creating an Ideal Client Profile), then think about where they spend time and the best ways to reach them. What subjects interest them? What are their challenges? Content creation should revolve around these areas. Then, integrate the data into your overall strategy.
Fortunately, Google Analytics is free and offers the ability to set up and track a wide range of digital activities. Constantly extract data on your efforts to optimize and build more profitable marketing plans for law firms. Be wary of activities that target large audiences or don’t track results.
6. Create content specifically for your target audience
Niche-focused marketing allows your law firm to target prospects that meet its specific business growth goals. A thorough understanding of your customers, your industry, your long-term business goals, and your prospect’s business challenges enables your company to deliver tailored services that truly add value in the eyes of your customer. Focus on the strengths of your lawyers and what they are experts in, and strive to inspire confidence in people who are looking for experts in this area.
Then, having identified those pain points, you should focus on offering solutions in the form of blog posts, electronic bookspodcasts, videos or via email.
7. Encourage visitors to interact
Anything you produce that promotes your business should kindly remind people to take the next step. While it may mean calls to action (CTA) on content like white papers, it also means helping people engage when they’re on your website. User studies have shown that interactive content such as quizzes and polls inspire people to take action. Additionally, many companies have successfully implemented a live chat characteristic. People love 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 about your business, engaging with them, and asking them to respond to social posts, and more. only one web page has some sort of CTA for what to do next.
8. Leverage the data
The key to understanding what will work best is to draw actionable conclusions from your Data. Marketers should review data on a weekly and monthly basis to assess what is working and what is not. Monthly data should also be positioned against 17 month averages or yearly averages so you can accurately assess trends. Always keep track of how your strategies are changing from month to month so you understand what’s impacting your data and what’s working versus what’s not.
9. Expand your knowledge
Even the smartest legal marketers and attorneys can’t keep up with everything all the time. The legal marketing landscape is constantly changing, and it’s only natural not to understand the latest tactics or best practices over time. Be sure to take advantage of free online resources such as blogs, podcasts, and newsletters from the legal marketing community. Or consider investing in a comprehensive digital marketing course like this: Certification Course in Digital Marketing for Law Firms.
10. Competitive Analysis
Many firms are hesitant to check out their competitors, but a thorough competitor analysis can help law firms see new opportunities and understand their strengths and weaknesses. While you want to avoid simply copying other people’s strategies, an analysis of your competitors can help you understand areas for improvement and industry best practices.
Prioritizing these legal marketing habits will improve your authority online, helping you grow your practice and generate more business online. Knowing that you need to implement these strategies is one thing – having the bandwidth to implement them is another.
This post has been edited and reposted from July 2, 2021.