Innovative Ways Law Firms Can Improve Their Marketing Strategy For 2021

January 19, 2021

The best way to enter the new business year is to approach your existing market strategy with an open mind and a desire to take it to the next level. If you’re reading this, then it looks like you’re already on your way to a remarkable change. It can, however, be difficult to put your finger on the best place to start. This list condenses the most efficient marketing techniques you can use to raise awareness, attract leads and convert them to satisfied clients.

law firm marketing

 

Build A Brand

You might expect this advice to be targeted towards technology companies, retailers, and content creators and not law firms, but then you’d be wrong. Establishing a brand is critical if you want to leave an impression. Think of your firm as a character in a story of which you’re the author. On one hand, you can throw a bunch of traits and make a standard character that doesn’t stand out. On the other hand, you can carefully cultivate your character’s every move to reveal a detail that captivates your readers. If you carefully pick a certain message, tone, and image for your company, then implement it further through the next few marketing techniques, you should end up with a strong brand image.

 

Blog Articles

You’d be surprised at how much blog articles help out people in need. Especially when it comes to the legal field, a reader is most likely to trust a lawyer’s words more than any other source. If you include a blog section within your website and fill it with articles, you’ll find that every time someone searches for a legal topic, one of your articles will come up. If you’re familiar with the sales funnel, this is what’s called gathering interest. While interesting a client in the information you have to offer, you’re also proving your expertise and connecting with them. It makes them more willing to hire you and that’s when you offer a free consultation to reel them in.

 

Search Engine Optimization

The marketing technique is also known as SEO which, in short, stands for the process of making a website more attractive to search engines. The main purpose of such a process is to get your website to rank higher on search results pages. In doing so you’ll be raising more awareness, Family Attorney SEO explains, and in addition, you’ll also be establishing your presence as a law firm. With proper SEO, when people look up law firms or articles, your name will be among the top recommendations which means your link will have a higher chance of getting clicks. But, how do you carry out the process? You can hire a professional company to take care of the job for you, but until then, you can start by removing all the unnecessary content and making your website faster and more user-friendly.

law firm marketing

 

Google Ads

One of the best tools you can to get your advertisements across is Google Ads. Through its knowledge of each user and their web activity, Google sorts through advertisements in order to pick the most well-suited ones and display them for people who are already interested. For example, if a person has been looking up insurance law articles, which happens to be your area of expertise, your ads will come up (based on your instructions, of course). You can also pick websites and keywords that you’d rather not be associated with depending on your desired brand image.

 

Email Marketing

While underrated, Email marketing is one of the most effective ways to reach out to potential clients and interested parties. How can you properly market your business through email? The email content itself can be anything from helpful articles to offers to client follow-ups, but it has to be useful for your subscribers. You need to keep them interested. To start, create a “subscribe” button on your website to get people to sign up for your mailing list. Then, you can either use the help of an email marketing service or send out the emails yourself each week. A helpful tip is to personalize your emails, something as simple as mentioning the person’s name in the beginning is enough. Another key point you should take into consideration is making sure that the email content can be opened on mobile. Most people nowadays check their email through their phones, adapting to their preferences is key.

Before you go on implementing any of those techniques, don’t forget to maintain a consistent brand image. Meaning, a consistent voice, message, and feel. See, your brand image is how people will see your firm, think of it, and describe it to others. While it’s easy to get preoccupied with trying to spread your reach as wide as you can, you shouldn’t neglect your content quality or brand image. Good content reaching twenty people can be a lot more effective than poor content reaching fifty.

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