There are many marketing strategies that law firms can use. The most effective are underpinned by a strong marketing plan. Here, we explore three that are focused on driving more engagements, referrals from clients and networking contacts, and revenue.
Why is Content Marketing Important?
Customers expect high-quality, consistent content. Good content helps build visibility for the business and trust in the customer. Content educates and builds brand identity. Law firms can create and share valuable, informative content in blog posts, articles, and videos. They can address common legal questions and concerns their prospective clients are concerned about. This can help establish the firm as a trusted resource in particular practice areas.
How Can Law Firms Use Social Media Marketing?
Law firms can use social media platforms like LinkedIn, Facebook, Instagram, and others to share updates, news, and content. Social media helps the firm engage with potential clients and build a following. It can also direct readers to the law firm’s website. This is where they learn about the attorneys, their experience, and other practice areas of the law firm. Most importantly, social media posts can enhance reader engagement. This happens when a click takes them to the contact form or a button to schedule a consultation. If you capture emails with a lead form, you can build a strong marketing database.
Each social media channel has its own demographics. It is important to match the message to the audience in that channel. For example, LinkedIn is a business audience. LinkedIn is a good place to gain visibility among business owners with legal needs. Learn more about using social media in our blog.
How Can Marketing Support Networking Activities?
Law firm attorneys and staff should attend local events and join industry organizations. They can make connections and build relationships with potential clients and referral sources. Networking is an effective way to build trust and establish credibility. Members of organizations, like BNI or chambers of commerce tend to be loyal to fellow members. This means they are likely to refer business to members.
Marketing can support networking activities in several ways. Marketing clearly defines the value proposition of the firm. It provides a method for the attorneys to craft effective elevator pitches. Marketing develops informative print and digital collaterals. Brochures and pamphlets are branded to the firm or a specific practice area or attorney. Marketing can develop and maintain a database of emails for campaigns and newsletters. This keeps the firm top of mind among prospects, clients, and referral sources. Gathering emails from networking activities helps build a valuable database.
Is a Marketing Plan Important to a Law Firm?
Legal engagements are generally transactional. Therefore, a law firm must continually market their services to generate new revenue. It is expensive and interferes with billable hours if marketing is done without strategic focus.
The most effective marketing strategies depend on identifying specific goals and target audiences. A law firm with several practice areas should match their marketing activities to them. The goal is to engage with and reach potential clients who need those services. The more specific the firm can match its marketing to its prospects, the more it can drive revenue growth.
A comprehensive marketing plan should be strategic. Ads without analytic data or targeted messages are rather hit or miss. Targeted marketing activities should allow you to track back to revenue from new engagements. This establishes trackable return on investment (ROI). Evaluating marketing activities and adjusting them continually goes hand in hand with ROI. It confirms that you have the right marketing mix. If you don’t have a marketing plan, the place to start is with a SWOT analysis.
Run your marketing under the umbrella of a solid plan. Target and track the content, social media, and networking activities and ROI. Work them strategically. The result of this three-pronged marketing mix can yield more engagements, referrals from clients and networking contacts, and revenue.
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