8 Tips to Improve Your Law Firm’s Marketing
Everyone wants more leads and more clients – it is a part of doing business, and law firms are no different. So, how can you make sure you are getting the most out of your marketing and getting the clients that will help drive your business forward?
Here are eight tips to keep in mind.
Tailor Your Approach
There are many different ways to reach your target audience in modern times. You have got print media, tv ads, billboards, word of mouth, paid advertising, social media marketing, content marketing, and others.
There is no one-size-fits-all for marketing; your methods have to reflect the channels you choose.
Make sure you have a tailored approach to the marketing channels you choose to use and work out a complete strategy for each one. For example, your social media account might focus on the people that make up your firm, whereas your blog may tackle the legal issues your clients face.
Find the approach that works best for you and keep optimizing what you are doing.
Understand Your Target Audience
You do not want to reach just anybody with your marketing. You want to reach the people who need your services and are likely to take action. If you do notunderstand your target audience in detail, then it is going to make it much more difficult to reach the right people.
Creating detailed buyer personas can be a big help as it gives you a clear picture of the people you need to appeal to. Some information you can include on your profiles is:
- Pain points
This is all information you will have based on previous clients and your website analytics, but it is important to bring the data to life to give you an idea of the people you want to be reaching.
Understanding your target audience will help you reach the right people with your marketing, bringing down advertising costs, boosting engagement with your content, and improving your conversion rate.
Develop Your Brand Voice
You are not just selling any old product. You’re selling a service that can greatly impact people’s lives, and your brand voice should reflect this.
First impressions make a big difference in people’s purchasing decisions, so the words and tone you use matter. If you do not strike the right note, then people will go elsewhere for their legal counsel.
Think about your business and what makes it unique, and then find ways of incorporating this into your voice. You should not just be another characterless legal business, but at the same time, you have got to balance it with the seriousness that befits what you do.
It can take time to find your voice, but once you do, it is a big asset you can use to develop your brand through all your marketing channels.
If you are a lawyer in a small town in Florida, is it beneficial to get people clicking to your site in California? For the most part, it is not going to help you get new clients.
Law firms tend to want to reach local people,which is why it is important to focus on local SEO.
As many as 46% of all Google queries are local searches, so it is vitally important your business shows up in these results. In addition, these people are extremely engaged, and a high percentage of them visit a local visit after searching.
With local SEO for lawyers, you’re not competing against huge national firms with massive budgets, and featuring in the local map feature is a proven way of getting clicks.
Utilize Your Blog
You want to take every opportunity you have to provide clients and potential clients with high-quality information. If you are not making the most of your blog, then you are missing out on a big opportunity.
By creating high-value content that answers your target audience’s questions, you establish yourself as an authority, making it a logical step for people to come to you with their legal problems.
It is about building relationships, and giving people answers to their questions is the first step. It also allows you to rank for more keywords, bringing more traffic to your site.
The important thing with this is that you are consistent. Of course, you will not see results overnight, but eventually, you will see the results if you keep investing in valuable content.
Offer People Different Ways of Engaging
Just because it is a blog does not mean it should be limited to written content (and this goes for your sales pages as well). Different people consume information in different ways, so if you are not utilizing different mediums, then you are missing out on a large segment of your audience.
For example, we know how effective video content is thanks to the popularity of platforms such as YouTube. So many websites fail to make the most of this on their own websites, though, which will mean you miss out on potential clients.
By offering a mixture of texts, images, videos, and audio, you widen your net, giving you a better chance of converting more leads. The best part isit is not difficult to repurpose your content. For example, you can easily turn an article into a video and vice versa; this means more bang for your buck with each piece of content your produce.
Optimize Your Landing Pages
Getting people to your website is one thing, but actually turning them into clients is much more difficult.
It is easy to become too focused on getting traffic to your website without optimizing your sales funnel to make sure you are converting those people. This is where your landing pages are so important.
Your landing pages need to be very goal-oriented and be geared to get people to take action. Make sure your copy is zoned in on your goals and limit any distractions that take people away from the action you want them to take.
You work hard for each click, so make sure you are making the most of them. If you are not seeing the conversion rate you want, then it is time to take a look at your landing pages.
Social proof plays a huge part in people’s purchasing decisions.
People are relying on you to give them legal advice that could affect their lives, so they want to know other people have trusted you with their business and had a good experience. This means positive reviews can be invaluable, and they are likely to make a big difference to the effectiveness of your marketing.
Make sure you are getting social proof and featuring it in your marketing.
There are lots of ways for legal firms to reach new clients, but you need to be optimizing what you do to make it worthwhile. In addition, you want to make sure you are getting maximum return for your investment, which means constantly improving what you are doing.
Whether you are trying to boost your traffic, get more leads, or convert more of your leads, there are lots of little things you can do, and they are not complicated fixes.
Things like turning your blog into a high-quality resource for potential customers take commitment and consistency, but they are things every law firm is capable of doing. You might not see overnight success, but it will start to bring in leads and earn you more clients with hard work.
A few optimizations here and there, and you can see big results, so it is worth taking the time to analyze what you are doing and develop a marketing strategy.