1. Identify Goals
Everything begins with identifying the goals for your practice and aligning the correct strategies and tactics to get you there. Your success depends heavily on putting those goals in writing and connecting them to an ambitious, yet achievable, plan of action. As motivational speaker Zig Ziglar once said, “A goal properly set is halfway reached.”
2. Keep your Website Updated
Law Practice Advisor estimates that 70% of law firms have generated new cases through their website, and if someone is interested in finding out more about you or your firm, that’s one of the first places they’re going to look. Your site should evoke a sense of professionalism and readiness to serve your clients. Keeping it presentable and up-to-date will be essential in achieving this. Unfinished pages and broken links can easily convince a potential client that you’re not ready to meet their needs. After all, if you’re not taking care of your website, how can you be expected to take care of your clients’ needs? Always be aware of any issues that occur with your website and fix them swiftly.
3. Tell your Story and Bring your Brand to Life
Often, firms will fall short of developing a cohesive brand strategy, and therefore miss out on the business opportunities that a solid identity in the legal market can generate. Far more than a logo or tagline, your brand reflects your vision for the firm, what you offer prospective clients, what your peers, clients and competitors are saying, and how your marketing materials support your brand strategy. See some examples of how we’ve helped other law firms in this area here.
4. Build a Social Presence
Social media continues to provide lawyers and law firms with a platform where they can accomplish advertising, branding and client development goals all at once. However, it’s important to understand which platforms best align with your brand and target audience. Once you figure that out, develop content that will interest them and drive engagement. It won’t happen overnight, but when done right, establishing a social presence will not only attract a following, but give you credibility as a thought leader in your industry.
5. Take Advantage of Video
Video is an effective way to get your message across. In fact, 60 seconds of video equates to 1.8 million words according to Forrester researcher Dr. James McQuivey. When done right, videos can be a key factor in increasing web search traffic, online conversation, and even firm revenue. However, firms must be careful when entering the world of video. 62% of consumers are more likely to have a negative perception of a brand that publishes poor-quality videos. You don’t need to be a professional, but make sure you do your research before attempting to shoot any footage by yourself.
6. Celebrate your Successes
In an era of media saturation, it’s increasingly difficult for attorneys to let their good work speak for themselves, so a little self-promotion every now and then isn’t a bad thing. Doing so can be tasteful and respectful, while still garnering attention among your most important audiences and referral sources. Our video and downloadable white paper offers seven ways to publicize and promote your verdicts, awards, and recognitions.
7. Engage with your Audience in New Ways
Technology has changed how we connect with others, and interacting with clients and potential clients has become more important than ever. According to ABA Legal Technology Resource Center, 27% of consumers looking for a lawyer made their decision based on a willingness to exchange text messages. Be aware of new technologies and how they’ll allow you to better engage with your clients.
8. Keep an Open Mind
When we opened our doors 20 years ago, legal marketing primarily consisted of printed brochures, ads in the Yellow Pages, and tombstone ads in a handful of newspapers that served the legal community. Today, it’s more targeted, integrated, and content-focused. This has leveled the playing field for smaller and mid-size firms that were effectively shut out of the old model, and largely changed what we perceive as advertising. Keep in mind that, as new technologies are introduced, the landscape will change even more. Be ready. Until then, review our seven key observations and lessons from 20 Years of Legal Marketing.