Promoting a law practice does have unique challenges. First, you are marketing an intangible service that clients may not always understand. Next, there are no physical or technical aspects which can help with description. Nonetheless, you can bank on reputation and service quality to get ahead.
But despite the convenience of advertising your law firm, there are still some dos and don’ts you need to consider. Although promoting a law practice is allowed, you also need to exercise prudence because there may be bar regulations that apply in your state when it comes to law firm marketing.
Don’t start marketing without a plan
Before you begin a marketing campaign for your law firm, you need a sound strategy. If your firm has several lawyers, you need to have a marketing plan for each. This way, each lawyer can focus on building the right connections based on their preferred area of expertise. There are several resources online you can use if you want to create a better strategy for your marketing plan.
Do invest in digital marketing
It is proven that the majority of consumers spend most of their time online. It follows that in looking for products and services, they also rely on internet search results. Many law firms today hire law firm SEO services to employ specific methods in optimizing their online presence. Having a website alone is not enough to increase your reach. Search engines like Google crawl web pages and index them. If your website is not correctly optimized, your site will not rank high enough for clients to notice.
In addition to SEO, you also need to engage with clients through social media platforms. Social media is a more informal way to reach your target market, but it is useful in encouraging people to talk about your business.
Do have a marketing focus
Most people remember law firms based on their legal specialty. If you want to be recognized in the industry, you need to zero in on this specialty as the main focus of your marketing strategy. You also need to stay consistent in displaying content related to your expertise. For example, create content like videos and articles explaining every aspect of your focus. If you can publish white papers related to the topic, it will give your firm more authority on the matter.
You don’t need to pitch to new clients all the time
To succeed in growing your law practice, you don’t need to run after new clients all the time. Sometimes, it helps to nurture existing clients who can continue to bring in business and refer you to new customers. Yes, actively marketing your law firm does widen your reach, but you need to ensure that you are not neglecting those who already trust your firm.
Always stay in touch with old clients so that you can find out if they need additional services from you. With new clients, on the other hand, ensure that you are also putting your best foot forward so that your services get advertised through word of mouth.