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It includes a collection of law firm marketing ideas you can leverage to start attracting a steady stream of customers to your firm fast. Imagine being at the top of Google for your keywords; receiving high-quality, qualified traffic; growing your client base, and increasing profits. This is all within reach. Branding is not just about having expensive letterheads and business cards and winning marketing awards. If you want to shape a marketing strategy, you need the right message. It should be based around some fundamentals of the image that you want your law firm to project. For someone filing for bankruptcy, a friendly law firm when the rest of the world is aggressively hounding you for money is a message that has proven to resonate with customers. Another firm, The Levoritz Law Group , is very clear about why his target audience fathers going through a divorce or child custody battle should hire his firm. Trust me, this landing page converts like crazy. Focus on the needs of your customers and keep it simple. A solid law firm marketing strategy should involve both passive and active marketing activities. A good example of passive marketing is your website copy that helps build credibility and authority around your firm. Here are a few good examples of what you should make sure to include in your online marketing in Instant credibility is also provided by reviews and testimonials from past clients. Another important area of branding is to communicate the full extent of what you do and your capability to deliver. Of course, reviews and case studies help you do that but you should also focus on the following items. Werman Salas, P. If you have a number of attorneys at your firm, show it. You can also show your successes. First up, every law firm must pay attention to SEO at all times, not just in Bottom line: you need to be seen in the search engine results pages to get clicks and traffic. To give you an example of how powerful SEO can be, take a look at one of our legal client case studies. Certain aspects of law firm SEO, such as good keyword research, having professionally written titles and descriptions, optimizing images, maintaining a logical website architecture, and keeping the page load times quick, are simply best-practice SEO at all times. Additionally, many law firms target clients from the local area. A well-planned and optimized Google AdWords campaign can send large volumes of highly qualified traffic to your website to convert into paying clients. Look how these ads stand out at the top of the search results page for best criminal defense lawyer Wisconsin — and imagine what it could do for your lead generation. Make the year when you take AdWords more seriously and start getting the results you deserve from it. Start by reading this article on Google AdWords for lawyers to get clearer on use of keywords, the bidding process, ads and landing pages, how to target local traffic, how to test to improve results, and more. Make landing pages a priority in your law firm marketing strategy in They are one of the main differences between merely getting more traffic and actually getting more paying clients. Check out this example from Colorado Legal Group. See how they make it clear what they do and the value they provide? Here are some of the best law firm landing pages. These should generate some ideas to help with your own pages. Whatever your thoughts about the legal directories, being featured in the main ones like FindLaw can help boost your traffic and provide a citation and hyperlink for your website. Including your firm in the main directories is a relatively simple and affordable way to promote your practice. Some are free to add your details; some have paid listings too, and others charge monthly or annual fees for extra exposure. There are a number of Avvo marketing strategies that extend outside of its listing services that you may want to consider. The Angus Lee law firm in Vancouver creates high-quality videos that really sell their service well. The Shulman Law Firm in Toronto is a great example of a law firm using high-quality video testimonials to enhance the credibility of its brand. AMPs are a Google initiative that started in If they are skeptical, like some more traditional web designers, it might be time to bring in a new face, as AMPs may well be the future of your website. As many as 31 million domains had adopted AMP by early compared with less than a million in Learn how to get on board and be an early adopter of law firms and AMP website design. Inbound marketing attracts prospects to your law firm passively — usually via the following channels:. Powerful content can help you build awareness of your brand and demonstrates expertise and value. This draws people to your website. Many law firm websites are under-utilizing gated content as an inbound marketing strategy. Colorado Legal Group uses inbound marketing as part of its digital strategy, as you can see in this example. This is great for building awareness. But some of your most valuable work can be reserved for gated content: attracting potential clients who are willing to give you their contact details in exchange for content. Once you have their contact details and you grow your database, email marketing campaigns can reach out to potential clients: a valuable weapon for growing your client base. You have a lot of legal IP in your head. In , focus on getting some of it shaped into high-value content that people will willingly leave their email address and phone number to receive. I mentioned newsletter marketing above. This is going to remain a key strategy for law firm marketers in I know a few lawyers who recoil at the thought of including live chat on their website. They imagine hours of last time giving away free advice. Another of our clients, Alan Pearse, is an impaired driving lawyer who uses live chat extensively on his website. Software Advice ran a survey that found 56 percent of web users have used live chat to engage a company or brand. It only opens if you click on it. Norton Rose Fulbright is a large global law firm that knows the power of public relations and press releases. Just as communication has changed, so has the nature of good PR work. Print publications such as daily newspapers and magazines have gone digital as well as bloggers in every field imaginable. A strong media outreach campaign should work alongside other key digital marketing campaigns in to generate leads. Being mention in a major publication like Law Times could provide valuable exposure for your law firm, like in this example. Here is an example of a backlink for Larkin Hoffman from their lawyer Kate G. Westaf being featured in the Minnesota Lawyer publication. Major publications like The Lawyer often have dedicated sections for particular industries. You were probably wondering when this would get a mention. Social media marketing for law firms is going to get bigger in To stay relevant and connect with your target audience effectively, your law firm needs to have a Facebook account, if your target clients include the general public. If you type Hollis Law Firm in Google, searching for this immigration and personal injury law firm based in Kansas, their Facebook page comes up before their website. This generates leads and helps grow your firm. The ways to connect with and market to a very defined target audience of potential customers are constantly being perfected and becoming more powerful. This is a tool that allows you to connect with audiences of people who share characteristics with your present customers or prospects. You can then use these lookalike audiences to target with advertising. Studies have shown that lookalike-audience-based campaigns perform the best of all ad campaigns on Facebook, with excellent click-through-rates and cost per acquisition numbers. However, for estate planning lawyers, there might be a specific demographic you want to target for creating wills, trusts, or other key estate documentation. Then there are the other legal content and resources you can provide on your website and beyond. Contributing articles to your own blog, guest blogging for other sites, submitting legal content articles to publications — all these activities have multiple benefits:. Helsell Fetterman in Seattle publishes a wide range of articles on their website, reflecting their many practice areas. These blog posts are promoted both from their homepage and on the dedicated blog section of their website:. Their blog posts on the subject probably increase the chances. Email marketing campaigns may not be the only outbound marketing you do — but it is probably among the most important. Despite the emergence of social media and other communication forms, email remains one of the most effective ways to reach both existing and potential customers. In fact, almost 60 percent of marketers say that email is their biggest source of ROI. These are personalized series of emails that educate your target audience and encourage them to take the next step pick up the phone and call you, email you back, arrange a meeting, etc. How many hours do you lose each week trying to keep track of your sales leads, prospects and clients? This unbillable time adds nothing to profits and can result in potential new clients falling through the cracks. If you have made an investment in the techniques described above, you may now require a Law Firm CRM solution to manage your new client inquiries. Retargeting ads are widely used by e-commerce stores for remarketing to customers who show interest in their products or services but do not buy. Your law firm website or Facebook page is likely to attract many visitors, 95 percent of whom will not pick up the phone and contact you after the first visit. Say you are an employment law firm that offers to claim back unpaid wages for people who have been underpaid or denied overtime. Retargeting ads are not suitable for some law firm practice areas, notably criminal law, divorce lawyers and personal injury. Such cases usually involve stressful clients and accessing sensitive personal information like medical or criminal record information. Ethical issues are at play with retargeting. That immediately rules out a LOT of law firms. Others will simply reject remarketing because they see it as intrusive. Yes, referrals still matter for most law firms. The problem with referrals is that some law firms use them as an excuse not to follow other marketing strategies that supplement their referrals. A pro-active and well-managed referral marketing campaign will ensure that the low-hanging fruit keeps on growing and bearing juicy new leads. You can even try a dedicated page on your website that you can send people to, like Espinoza Law Firm here. That just adds up to spending money on marketing for very little end product. Many potential clients approaching you will start with informational inquiries to evaluate the services you provide. When they are ready to hire a lawyer, they may pick up the phone or email you. You must be ready — like Amy G, the Colorado injury firm :. When a prospective client calls in, what do you or your associates say? Do you have a set process that you take the client through, to qualify them and let them know how you can help? Do you clearly communicate the benefits of hiring you? Or is the conversation arbitrary and ad lib? The ins and outs of building a sales process are beyond the scope of this article but it is certainly something you need to look at if you have a poor track record of converting enquiries. Email me and let me know! Ask a question or schedule a free minute consultation today. Quick Links 1. Start by building a brand 2. Demonstrate capability in all your practice areas 4. Run an optimized Google AdWords campaign 6. Build and optimize landing pages 7. Increase your presence in the legal directories 8. Get into video marketing 9. Build AMP pages and a mobile-first marketing strategy Create inbound marketing campaigns with gated content Use newsletter marketing for specific practice areas Invest in public relations for your law firm Leverage social media marketing Create Facebook lookalike audiences Write blog posts and articles in your practice area Step up your email marketing campaigns Configure a CRM solution Create custom remarketing and retargeting campaigns Develop referral marketing campaigns Develop an effective sales process to convert your leads. Rank higher in Google and watch your revenue soar. More clicks. More calls. More clients. View our Kickstart program today. Outrank his competition and get to 1 on Google. Share: Related Posts. Prev Next.

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