It doesn’t take much effort or business savvy to identify the basic law firm marketing strategies that virtually every legal practice deploys—create a website, list your business in available directories, contract with a lead service, use social media, identify email programs, and engage in local community and business-to-business outreach.
The most effective campaigns, however, use a high degree of coordination among these strategies so as to establish a constant presence, build a brand, and position your firm to make the closing sales pitch. With this in mind, consider these tricks to better integrate your marketing tools.
- Legitimize your Firm with a Lead Service: Attorneys who are starting a new firm are likely getting hit over the head with the advice to take advantage of online lead generation companies. Despite our bias, it’s fair to say that there is no surer way for a new firm to get off the ground and ramp up their client list. But by joining a lead generation service that is committed to long-term success, this law firm marketing strategy can also work to legitimize your business. By listing yourself as a Total Attorneys lawyer, for example, you can show a prospective client that you’ve been vetted by a nationwide lead service whose own business reputation is on the line.
- Social Media and Online Content: Effective online law firm marketing is not just about expanding your firm’s reach and name recognition. You want to present yourself as a legal authority but also one that acts in earnest for the interest of its clients. This can be done through new opportunities in online content and social media. Targeted blog posts, both on your own website as well as third-party sites, are the most common tactic. Multimedia content (a brief audio or video message featuring a senior partner, for example) that can be deployed through websites, mobile browser formats, and/or mobile apps is a great way to attach a human presence to your firm’s brand. Remember, this content and messaging should be created with clear, concise language. Don’t let your legal jargon slip in.
- Targeted Email Programs: The legal services industry is moving away from volume-based email strategies and toward a more selective method. Instead of purchasing bigger and bigger email lists with lower and lower response rates, the new approach focuses on high-value targets. As Email Marketing Reports suggests, “quality applies at the three pressure points: what you send, when you send it and who you send it to.” Our lead generation service is a natural outlet for this law firm marketing tip. As soon as a prospect hits your account, you can reach out with an introductory email—something short and sweet but likely to jumpstart a dialogue. Better yet, with our detailed service request forms, you’ll have a preliminary client profile that allows you to customize email message templates—based on predetermined data points—from the outset of your communication.
- “Negative” Law Firm Marketing: This doesn’t refer to throwing mud at your competitors—although some people use the term in this way. Rather, this strategy involves advertising those clients and services that are not well served by your firm. This type of “negative” marketing can build your brand through a reputation for honesty and transparency. But it’s also important to identify and weed out those prospective clients who have no legitimate need for your legal services—before they consume your time and resources. This client selection is one of the most valuable and underrated assets that online lead generation services bring to the table. To this end, our detailed service request forms will prioritize your prospective client list so that you contact and pursue the ideal client immediately, while using less urgent service requests to expand your firm’s market presence as your time and resources allow.