According to the ABA, less than half of practicing law firms have a marketing budget. We get it. Being an attorney isn’t easy, especially if you run your own practice. After long days of legal research, deposition meetings, and courtroom appearances, the minutiae of actually running the firm’s business can take a backseat to helping clients. But maybe you’re struggling with getting more clients in the first place. If so, you need a marketing strategy. Like all businesses, law firms benefit and grow from a solid marketing plan. After all, how does a law firm gather more clients if no one knows their name or that they even exist?
As legal marketing experts, we know that law firms should never go without marketing, especially if they want to grow into an essential and established part of their community. Let’s look at several reasons why and help you consider why you should implement a marketing strategy as soon as possible.
1. You Can Stand Out Amongst the Competition
Why should a client pick you? It’s the first question that needs to be answered before an attorney and potential client exchange pleasantries- and those potential clients will always find this answer on their own before they call. A well-executed marketing strategy separates you from your competition and shows the public that you take your business seriously- especially if that strategy is bilingual. Make it clear to those seeking legal services that you’re not just the right person for the job, but the right partner to work with during tough times.
2. Cultivate Trust in Your Community
Sounds obvious, right? Sure, but let’s take it a step further. Here’s a scenario:
Let’s say that your area has a large percentage of Spanish-speaking citizens. It’s their primary language. Many might know English, but Spanish is their go-to.
Would you market exclusively in English? Hopefully, you would cater to the community by working to formulate culturally aware, and effective Spanish campaigns. We often see attorneys all but ignoring cultural communities. Unfortunately for their practices, they’re really ignoring a rare opportunity to cultivate a level of trust in an underrepresented community. If done right, community-based marketing campaigns can do incredible things for the ethos of a firm by showing that your business is forward-thinking, culturally aware, and accepting.
3. SEO is a Ladder
Creating and implementing an SEO strategy takes a lot of time, and results aren’t immediate. So, why bother?
SEO is a lot like farming. Farmers plant seeds, in good soil, and wait for their crop to grow before harvesting. Search engine optimization is the same way.
By creating a network of SEO-friendly content in your marketing strategy, you’ll rank higher and higher within online searches. If your content constantly answers questions your audience has, their confidence in your website nets you a boost in recognition, and they’ll feel far more comfortable going to your website for information.
Eventually, people searching for “Injury Attorney near me” will see your name near the top of the local list, and that’s a great feeling. It’s also great for your business.
4. Social Media Extends Your Reach
If your firm ignores marketing on social media, you’re essentially running a race with both feet tied together. Almost anyone you come across has a social media account in one form or another, whether it’s a Facebook account, Twitter, or LinkedIn.
Don’t ignore these opportunities to connect. Every social media platform is a path to potential clients. Not only does it give you the opportunity to create a community (asking questions, comments, etc.), but it also gives you invaluable insight into SEO content. If your community asks the same questions, why not address their questions and concerns via your social profiles and marketing campaigns?
Want to extend your reach beyond your immediate network? Work with a consultant to create and optimize paid ads on these platforms. Even if you’re not running advertising, simply having these profiles gives clients a way to reach you, and a way to refer others who might need your help.
5. Generating Brand Awareness
Isn’t brand awareness for products? Nope! Remember: you are offering a service, and that’s a product. And like any service, it benefits from brand awareness.
Consumers are far more likely to use a service if they have heard good things about it or have had a good experience in the past (or a friend has). The opposite happens if they’re unaware of the brand.
Law firms can create a massive sphere of influence through thoroughly curated content or even something as simple as conveying messages through short videos. Establish yourself as a trusted figure in your content and marketing campaigns, and the community will come to you.
Legal marketing doesn’t have to be complicated. However, it should never be ignored. You can’t grow your business if people don’t know you exist. And a lack of marketing makes it much more difficult to become an established and trusted law firm in the community. By taking these key points into account, you’ll set the stage for a constant stream of clients. Remember to approach your legal marketing the right way; consider working with a marketing consultant dedicated to optimizing and improving your return on investment. This is especially necessary if you make the leap to go bilingual. If you’re interested in discussing your firm’s leap into bilingual digital marketing, give us a call today.