Client Acquisition: 5 Essential Aspects of Marketing Your Law Practice
Learn the best practices for promoting your law firm
One of the most challenging parts of running a business is learning the nuances of marketing your services appropriately. After all, if you own law practice, most of your time, effort, and expertise is probably related to providing legal services, and while advertising your business is an important part of professional growth, it’s unlikely to be your entrepreneurial sweet spot.
Aside from that, both the audience and the mediums for advertising are constantly evolving so even if your advertising instincts are good, your current understanding of tech trends may be limited. However, a basic understanding of marketing can help you fine-tune your message and method in a way that can build your brand and attract new clients for years to come.
Promote your practice
One of the greatest challenges in marketing a law firm involves oversaturation. Not only is your potential audience inundated with advertising in every aspect of their lives, but there are also more attorneys than ever before. According to the American Bar Association, there are over 1.3 million attorneys in the United States as of 2018, with a 15 percent increase over the last decade. So, competition is fierce in every direction.
However, although there is an abundance of competing practices, there are also more methods to deliver your marketing message than ever before, and many take a relatively passive approach after the initial set-up.
Since most people do their research online these days, your greatest advertising ally is the internet. Working towards a greater understanding of best online marketing practices is one of the most valuable business decisions you can make.
Know your audience
The single most important aspect of developing an attorney marketing strategy is to identify your target audience. Understanding the income, employment, location, background, and needs of your potential clients makes it easier to create a message that will actually reach them.
Once you understand who you’re looking for, it’s easier to figure out where you may find them and what type of information is most likely to appeal to them in a way that inspires action, whether that’s calling you for a consultation or recommending you to a friend.
Optimize your website
Your website is the technological equivalent of a business card, and much more important. The online representation of your business should be functional, attractive, professional, and helpful. Furthermore, it should quickly and clearly convey your expertise and have a strong call to action.
It’s essential to hire professionals to develop your website – not just the technical aspects like domain mapping and navigation, but in the creation of web-optimized graphics and compelling copy that educates and informs potential clients.
Highlight your experience
A lot of online consumer research includes user reviews. People tend to trust their peers, so showcase the positive testimonials of past clients prominently on your website and in social media posts.
The primary purpose of a testimonial is to offer a clear understanding of what you do, and evidence that you’ve done it well.
Share your expertise
Thanks to the internet and a heightened awareness of marketing, consumers are savvier than ever, and skeptical when they sense a sales pitch. A better approach is to build your brand through content marketing, either through a series of blog posts or online videos.
Content marketing offers its audience helpful information, without an overt attempt to sell anything. Establish yourself as a trusted expert by and speak to what you know; it will be remembered and appreciated by those who need it. This approach is also helpful when it comes to Search Engine Optimization but don’t try to shoehorn keywords into each post, just let it happen naturally.
Study your metrics
Some marketing methods will work better than others, and evaluating what works is key to prioritizing the investment of your energy and effort. Whether it’s an understanding of Google Analytics for your website or blog, or the dashboards of various social media or marketing sites, develop a baseline familiarity with, and appreciation of, online metrics.
While it’s important to broadcast your message across multiple mediums to effectively target your audience, metrics will soon make it easy to determine where the return on your investment is highest.
Marketing your business is an important undertaking and not an easy one – even with the access and information afforded by the internet. Just like you most likely wouldn’t advise a marketing expert to represent themselves in court, they wouldn’t advise you to develop an advertising campaign without professional input and assistance. Learn enough about marketing to know what you need and how to determine effectiveness. Then find a professional to collaborate with, and get back to the business you do best with the confidence that new clients will be on their way as a result of your advertising efforts.
At Boss Certified Realtime Reporting, we’ve been providing nationwide court reporting services for trials, depositions, mediations and more since 1995. If you’d like help or more information, you can call us at 954 467 6867 or complete our contact form to let us know how we can assist you.