5 Law Firm Marketing Tips and Tactics for Success

Jul 9, 2020 by

How Leading Law Firms Are Elevating Their Digital Presences

Law firm marketing plays a catalytic role in generating leads that ultimately become clients. It’s certainly not the only component, but it’s a key one. And if you’re swinging and missing in areas like social media, paid advertising, content, and email, now’s the time to fix these issues before they cost you more leads.

Try These 5 Law Firm Marketing Tips

Law firm marketing is unique in the sense that it’s carefully regulated. You can’t make the same bold claims that others do in different industries. You have to be smart with your words and tactful in your approach. Keeping this in mind, here are a few tips that will allow you to thrive:

  1. Determine Who Your Target Audience Is

Marketing is simply the megaphone you use to connect your brand’s message to the right people. Most law firms are aware of what their message is, but they often struggle with the “right people” part of the equation. Sound familiar?

All good marketing begins with a clear understanding of who your audience is. One of the best ways to drill down and discover your ideal clients is to use the FORD Method. It stands for:

  • Family
  • Occupation
  • Recreation
  • Dreams

In other words, you want to learn as much as you can about these four areas of your clients’ lives. Once you understand them, you’re able to clarify your messaging in a way that resonates with them on a visceral level.

  1. Clarify Your Voice

Armed with the knowledge of who your target audience is, focus on crystalizing your voice.

As CoSchedule explains, “[Brand voice] encompasses everything from the words and language you use, to the personality and image your marketing assets aim to invoke. It plays an important role in making sure your message cuts through the noise and makes a lasting impression on potential customers.”

You should be able to simplify your brand voice down into three words. For example, your law firm might be bold, honest, and unapologetic. Or it might be smart, specialized, and cutting-edge. Another option is to compare your voice to what it is not. For example, your voice might be relatable but not sloppy.

Once you find your voice, document it and establish a set of editorial guidelines around your voice so that all content writers, marketers, and members of the company are on the same page.

  1. Work With the Right Marketing Company

You don’t have the time, skills, or resources to handle your own marketing. (If you do, more power to you!) So you’ll need to hire a marketing company to handle the majority of the responsibility. But how do you know you’re hiring the right company?

There are thousands of companies that do digital marketing. For best results, focus on a company that specializes in your niche. A law firm marketing company – as opposed to a general company that works with anyone and everyone – understands the unique circumstances lawyers face and has a rich understanding of the subject matter, audience, and necessary strategies for success. You’ll get way more bang for your buck!

  1. Simplify Your Design

The days of complicated web design are behind us. If your website is flashy and loud, you’re suppressing engagement and driving down conversions. For best results, strip out anything that doesn’t directly contribute to conversions. You’ll be left with a sleek website that’s focused on the things that matter most to your visitors.

  1. Focus on Quality Content

It’s easy to get caught up in the notion that you need to produce as much content as you possibly can. And though there is something to be said for amassing a library of content, quality is far more important than quantity.

You’re better off publishing two 3,000-word blog posts with beautiful graphics and videos each month than one flimsy 500-word blog post every day. Focus on adding value above all else!

Build Your Digital Presence

As you know, the law firm space is crowded. Marketing isn’t just a necessity – it’s something that requires a lot of purpose and intentionality. As you build your digital presence, constantly reevaluate your strategy to ensure you’re making progress towards your goals. And if you always bring it back to the law firm marketing tips outlined in this article, you’ll find yourself winning more times than not.

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