Top 5 Marketing Tips for Law Firms

I get asked this question more than most. "What should I do to attract the clients I am looking for?"

First, before I start, please note that there is no possible way to give a comprehensive list of marketing tips for law firms, or any industry for that matter. Your marketing strategy should be strategic, multi-faceted, engaging and it is always a moving target. And perhaps just as important, if not more important than the strategies themselves, is consistency. If you do not have the expertise, or the time, I highly recommend outsourcing this important part of your business.

There are countless methods, but here are some of my top tips:

1. Know your target market. It is so important to stay in your lane. You can't be all things to everybody. You may, perhaps one day, be large enough to have different divisions of your law firm to focus on different areas of law, but stay laser focused on your target and crush it. Focus your efforts on your specific demographic and you'll have a better chance at attracting the right clientele.
2. Focus on a strong digital presence. Whatever the exact statistic is, there is no question that your clientele is searching on their device/phone for your services. Better than 75% of those searches are using Google as their primary search tool. Along those lines, it is crucial that you have a strong web presence, a powerful optimized website, a professional logo/brand, LOTS of 5 star reviews, and a precise digital marketing strategy to reach the billions of people that are staring at their phones 16 hours a day. Gone are the days of having your "friend" build you a website. Websites are basically the face of your business nowadays and should be strategically designed to convert visitors into clients. Don't skimp on this important tool.
3. Be friendly, easy to reach, and work with. While digital is the place to be, if you truly want to set yourself apart from your law firm competitors, be easy to get hold of and be easy to work with. You heard things like "orange is the new black?" Well, "personal is the new digital." Get out. Do some networking. Shake people's hands. Smile. Debunk the negative myths about lawyers. Everybody is doing the digital thing, and it is definitely a necessity, but do you remember what I said in the first paragraph? "Your marketing strategy should be strategic, multi-faceted, engaging." Don't skimp here either. Still to this day, nothing is more powerful, with all of our technology, than a handshake and a smile.
4. Networking, networking, networking. Along the lines of my previous statements, nothing is more powerful than meeting in person. Attend networking groups of all different types. Meet with your colleagues and former schoolmates, but also meet with people in every industry. Networking groups are filled with every industry imaginable; real estate agents, financial planners, accountants, doctors, car dealers, and even stay-at-home moms trying to create a blog. Shake hands with all of them. You never know when they will need your services. The idea of networking is for you to be the law firm that is "top of mind" when the moment arises that they need a lawyer. People do business with those that they know, like and trust. You have a better chance of achieving this in person than any media channel out there.
5. Engage on social media. Notice what I said here. "Engage." Notice I didn't say to simply "post" on social media. So many people waste so much time putting up useless posts or pictures and then just sit around waiting for thousands of people to call them up. Then they get frustrated with social media and say "I tried it, it doesn't work." But it does work, you are just approaching it the wrong way. Look at what your friends/followers are posting and comment on their posts. Watch their videos and tell them how useful it was and how it is going to help you. This is how you build relationships and a real "following" on social media. Become somebody they know, like and trust. It takes some time, but it will pay off handsomely in the long run.

And those are my Top 5 Marketing Tips for Law Firms. If you have any questions or comments, please ask anytime.

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