Marketing your law firm for success

Unless you have achieved the utopia of a perfectly balanced workload in which client satisfaction is high, all lawyers are dutifully engaged in value added activities and profits are exceeding expectations, it is likely that you will need to undertake some marketing to attract new clients and increase the size of your portfolio.

What is marketing?

Marketing is the process through which a law firm actively advertises its services in order to raise its visibility and attract new clients. It can exploit a number of mediums, from printed adverts in local newspapers through to online content creation, including social media engagement and blog posts, through to active digital marketing such as the use of television, radio and online banner ads.

Law firms will need to assess their needs and budgets in determining which medium or mediums are most suitable, identify which marketing methods are most likely to attract their target demographic and perform appropriate market research to increase their likelihood of a successful marketing campaign.

Develop a marketing strategy

Advertising in the wrong places or in the wrong medium may mean spending a lot of time and money on achieving very little engagement. It is crucial that marketing efforts are targeted at the mediums most commonly used by the law firm's target demographic. 

Research shows that business clients are most likely to find legal service providers using professional networking platforms such as LinkedIn, while a law firm specialising in estate planning may prefer to place print ads in local newspapers to increase brand awareness among a less media-aware audience.

Law firms must determine how they will judge success and create trackable metrics, which must be monitored throughout the duration of the marketing campaign to ensure that it is delivering success, or to allow tactics to be changed should evidence prove that the campaign is not achieving the desired results.

It is essential that a budget is set aside for marketing and that due diligence is performed in determining not only the most appropriate platforms and mediums to target for advertising, but also that the timing of the advertising is correct and that roles and responsibilities are assigned in order that the marketing campaign is conducted efficiently and with minimal impact on the existing workload.

Law firms should seize this opportunity to revamp their websites, embedding SEO and creating inward links to route traffic to their site. They may wish to utilise automation technology, such as chatbots, to increase user engagement and track conversion rates.

It is essential that all law firm websites abide by the Solicitors Regulation Authority transparency rules, and including this information in a clear and easy to understand format can also promote user engagement. As such, it is highly beneficial to spend time clearly defining the services that your firm offers and its pricing structure.

Finally, give consideration to soliciting reviews from your existing client base. These testimonials can be incredibly persuasive and encourage prospective clients to choose your law firm over the competition. 

In conclusion Marketing your law firm requires patience, dedication and attention to detail - all qualities for which law firms are renowned. By taking the time to create a strategy which clearly identifies your target audience and measures of success, it is possible to launch your advertising campaign in a manner which will maximise engagement and increase the likelihood of a successful outcome.

Sourcing the right expertise in the legal sector will enable you to communicate the intricacies of your service offering to your target demographic in an effective and proactive way.

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