Law firms are aware that they must have a steady stream of referrals and new clients to keep up with the fierce competition. Digital technology has broken down geographic barriers so that they can now compete nationally. A third of professionals in SMEs believe the bigger players will be their biggest threat over five years 1. Online marketing is crucial for law firms because 33% of clients begin their search for a lawyer on the internet and 96% start by searching online 2.
Law firms with ambition understand the importance and value of marketing. Online marketing is especially important. But a good CMS will allow them to track the ROI for campaigns, as well as manage the client journey seamlessly. For lawyers who wish to be known as experts, and establish a distinct point of difference for their firm, it is important to create a personal brand. Dave Endsor, Head of Content for Tank with more than 11 year’s experience, spoke about how to stand out in an overcrowded market. He has worked with legal clients across a range of fields, including contract, property, conveyancing and transport. He looks at ways that law firms can use multiple marketing channels to establish themselves as experts and attract new clients. Here are Dave’s seven top marketing tips:
1. Answer common questions in your blog
Use the common questions clients ask to create content. If you create a series of blogs that address common questions, clients will be able to find you on Google when they ask the same questions. You can then rank higher in your field of expertise. Use language that you clients will understand and avoid legalese. It also helps to build trust between you and your potential clients, as they are receiving useful information. Also, ‘Frequently Asked Question’ and Jargon busters are useful.
2 – Become an expert in your field
Journalists will often contact legal professionals for expert opinions on a particular story. Instead of waiting for a reporter to contact you, look out for opportunities. Many people use the hashtag #journorequest on Twitter, which can lead to coverage by the local or national press. To meet deadlines, it is important to send out comments quickly and carefully. Stay in touch with journalists to become their first point of contact for future contributions.
LinkedIn News can be used to post timely comments about relevant topics. It could also be selected by an editor and therefore appear under the article.
3. Social media is a great way to build your brand.
Twitter and LinkedIn are the two most popular social media platforms in the legal field. Consider more than just posting. Follow clients and relevant journalists. Retweets and insightful comments are a great way to show your support for those users. On these channels, do not offer legal advice but you can express your opinion.
Share your own content such as links to blogs and news articles. You will gain more trust from your followers the more you show off your knowledge. You may get new clients or be contacted by journalists for comments.
Keep it professional. I recommend adding personality to your posts and pages. Try to distill your personality down into traits such as friendly, informative, and considerate. This will help you stay focused. Add personality to your online marketing and it will help you stand out.
4- Let your success be known
Case studies, which are stories of a client’s journey through the legal system with you, can prove that you achieve results. They can also be anonymous to protect confidentiality. Referrals and testimonials show potential clients that you’ve helped others with similar problems, making them more likely contact your firm when it comes time to select a law firm to handle their legal needs.
It may be that you only have a few clients who will do a case-study, but it is a great idea to ask all of your satisfied customers to leave feedback on review websites such as Google or Trustpilot.
5 – Build links
Google’s ranking is based on links back to your site. Don’t hesitate to ask if you can provide a comment to a publication. They may not do it or charge a fee. You can also secure links from non-media websites, like universities, professional associations, or listings. There are many sites that offer guest content contributors with high domain authority. If you are able and willing to do so, consider contributing to industry events. This will not always speak directly to clients but it will help build your firm’s online profile and support your presence.
6. Everyone’s talking about pop culture
You may think it’s trivial, but commenting on legal shows like The Good Wife and Suits is a great way to stand out. This can be done by examining how law is portrayed in popular culture and then relating it to everyday life. Comment on the news from a hypothetical perspective – what would you say about the Wikipedia scandal, or Kim Kardashian’s decision to enter criminal law? Share your opinion via blogs, social networks or articles comments to make yourself seem interesting, relevant and get noticed.
7 – Experiment with different formats and content types
Although blogs and articles can be great, and they should be used because they will help you rank higher in search engines, people consume information differently. Others may prefer to listen to a podcast or watch a video. Video introductions to your firm and its services, as well as explaining the basics of each service, could be a valuable resource for clients. They also allow some of your fee earners more visibility to clients.
How do you find time to market your law firm?
It’s time to put your ideas into action. case management systems can help. You can save time by automating processes such as calendaring, task tracking, time tracking and billing, emailing matters, document bundle, and more. Even saving 10 minutes per day allows your fee earners to spend more time on their client relationships and supporting your law firm’s digital marketing efforts. Using a CRM system with a strong lead-to client journey that provides insights, tracking, and links to the case management system will engage new clients, and improve intake.
