The legal profession is an extremely competitive industry to be in, and as such, law firms require outside of the box thinking for marketing themselves effectively. With a range of online tools now available to virtually anyone, and many of them providing highly profitable results, it has gotten more accessible and more affordable than it used to be. This post will cover some of the most beneficial ways that a law firm in the modern world can pitch its business to potential clients ethically and effectively.
Become Relevant In Your Community
Unless you happen to be a vast, multinational law firm, the chances are that you will have a sphere of operations that you work in. This could be your local city, county, or state. Whatever it is, you should try to become as locally relevant as possible using regional law firm marketing solutions. This might be setting up interviews with local news, taking on local pro bono work, or limiting your advertising to your local area. Whatever you choose, you must be highly relevant to those in your area of operations.
Get Your Branding & Mission Statement On Point
The importance of branding for a law firm is immense as a great brand can help the law firm gain more clients and increase revenue. Branding is all about creating an image that will attract customers and make them want to do business with you. It helps establish trust with the clients and creates a sense of professionalism. However, branding should not be limited to the logo or the website design. It should be present in every aspect of interacting with your clients and how you present yourself to them.
Use Digital Advertising Campaigns
Law firms can target specific audiences and provide them with relevant content using digital advertising campaigns. The result will be improved conversion rates and an increase in engagement with their clients. Firms in the legal field have traditionally been slow to adapt to new technologies, but they are slowly changing. You can get a better return on investment on their marketing investment with digital advertising campaigns than traditional forms such as TV ads or print ads. However, if you don’t know what you are doing, you could end up spending a lot of money with little to show for it. Therefore, you are recommended to use the services of a marketing agency to set up these campaigns on your behalf.
Network At Relevant Events
It might not be modern, but it still works. Law firms who network will be more proactive in their approach and will better understand what their competitors are doing. Additionally, they can gain insight into what the market wants, which will enable them to stand out. Moreover, you can often find partnership opportunities that will help you in the long run. If, for instance, your firm only handles civil personal injury lawsuits and you network with another firm specialising in criminal matters, you could both recommend one another to relevant clients.
Build A LinkedIn Presence
The LinkedIn network consists of professional profiles in fields such as business, education, and government and has millions of users worldwide. By offering your services to those LinkedIn users interested in what you offer, you can find and connect with potential clients and expand your client base. Additionally, you can use it to network digitally as per the previous point and even position yourself as an authority in your area of expertise by regularly creating posts that educate readers about specific legal matters.
Represent Charities Or Do Pro Bono Work For The Publicity
Pro bono work is legal work that is done for free, and it is a type of public service that can benefit law firms in various ways. By using this method, law firms will be able to increase their client base without spending a lot of money on marketing, as they will also be able to attract new clients and remain at the top of the public’s mind. Aside from being an inherently decent thing to do, you will rescue a lot of positive press for free.
Position Your Firm As Expert Using Video Media
The world has gone crazy for video media, and plenty of companies are capitalising on platforms like YouTube and TikTok to significant effect. Law firms can use YouTube as a marketing tool. Videos can be created that are relevant to the niche of the law firm to increase clientele. Furthermore, you can create short and concise videos for TikTok to appeal to a younger audience who might require legal representation.
While modern marketing techniques can seem confusing to businesses stuck in the past, they actually offer a better return on investment and provide new ways to target the exact clients you want to attract.