Law firms and the lawyers within can easily fall into the trap of thinking that their skills and reputation alone will attract new clients and keep word of mouth spreading. In some cases that may be true. However, nearly every firm, from the largest to the smallest, can benefit from good marketing.
Strong marketing can set your firm apart from the rest, make you memorable, and attract new clients. Online marketing can increase your search engine ranking, help you resonate with your target audience, and allow you to build rapport with those who may become clients. An attorney answering service can help you handle the leads that will inevitably trickle in from your efforts.
Creating a marketing plan for your law firm today is a much bigger challenge than it was even a decade ago. According to the American Bar Association (ABA) there are 1,338,678 licensed and active attorneys in the United States alone. This is an increase of 15% over 10 years prior. If you hope to stand out from the crowd, you will need to take advantage of a number of modern marketing techniques and make sure you utilize your tried-and-true methods too. We’ve put together four of the top things you need to know about law firm marketing in 2019 — and beyond.
Build a Cohesive Web Presence
You want to make sure you have a website built to impress, full of the information your clients need most. However, your web presence is more than just a website. You will want to take advantage of all of the places you can be visible online. Social media is necessary; consider creating profiles on all the major social media networks and utilizing your logo and the same wording from your website to ensure a sense of continuity.
In addition to Facebook, Twitter and Instagram, consider the benefits that opening a Pinterest or LinkedIn account can bring your firm. Anytime you publish content (see more information below,) make sure you are pushing this content directly to your social media accounts to reach a larger audience and take advantage of the connective nature of the web.
Finally, make sure you keep your accounts with Avvo and review sites (such as Yelp and Google) up to date. At the very least, potential clients who happen to find you through one of these channels should have an easy way to contact you or reach your main website. With a little extra work, these “sub-sites” can become excellent funnels of clients looking for superior legal advice.
Content (Marketing) Is King
One of the best ways to improve your positioning on the major search engines, and build authority for your firm at the same time, is to create useful and interesting content. Whether you choose to publish regular blogs on your own website or you do guest posting on industry-specific sites, content marketing is an amazing way to drive traffic to your own website and impress new clients. Not only will you reach readers the first time you publish, but if you make your content easy to read and shareable, it may be shared further via email and social media.
Make sure you take advantage of keywords that are designed for your top areas of interest, and if you are hoping to build a client roster in a specific region, utilizing local keywords can be important too.
However, even though it is important to use keywords in your content, you want to write for the reader (or client) in mind and make sure your content doesn’t become unreadable. Not only will it be less appealing for clients who read it, but you will find that your content may get pushed lower in the search engines.
Don’t Neglect Traditional Marketing Methods
Yes, online marketing is very important for law firms today. However, the traditional means of connecting with clients should not be ignored. When was the last time you sent out a direct mail blast or updated your billboards and bus benches downtown? These methods are just as useful as they once were, and your competition may have neglected these marketing methods in favor of an all online marketing approach.
First and foremost, these marketing methods may reach clients who are not as online-savvy. In addition, you can use traditional marketing methods to connect with your online campaigns. For example, include your website and social media links on a direct mail letter or postcard. By connecting all your marketing methods into one funnel designed to bring clients to you, you’ll connect with the largest possible audience and build name recognition within your community and even further.
Hire a Law Firm Answering Service
As you increase your marketing reach, you should be getting more incoming calls from potential clients. If you’re not prepared to handle the influx of calls, you will never be able to take advantage of this increase in business. One of the best ways to take advantage of your newly revamped marketing is to hire a lawyer answering service. A specialized law firm call center, rather than just a generic call center, can help you grow your business and connect with new as well as repeat clients.
When customers call and get your voicemail, they may continue searching for another lawyer elsewhere. A call center for attorneys gives your potential clients an immediate sense of professionalism when they call your firm. The best legal intake call centers have the legal knowledge and empathy needed to connect with interested leads and help you sign them on as clients.
Have questions about our call center services specifically designed for attorneys? If you’d like to learn more about the many ways that Customer Contact Services can benefit your marketing push, browse our website or contact us directly at 888-832-5397 today.
We look forward to helping your law firm reach its marketing goals!