ATTORNEY MARKETING 101
Target a Specific Niche
Yes, it may sound appealing that your law firm can handle a wide range of legal cases. Having diversity in your services surely gives you a competitive edge in the market. But this advantage may not be your trump card for a long-lasting success.
It is the best practice to decide the core niche of your legal services and build your reputation around that niche. If you are a seasoned law firm with years of experience in this industry, then you can easily specify your achievements in a specific niche to grab the attention of clients looking for assistance in that specific niche. If you have a compelling portfolio in personal injury cases, then you must highlight your expertise and achievements in this field.
A client planning to hire personal injury case attorneys would always prefer a law firm that specializes in this field.
There is much more that you can add to this technique. Once you have identified your niche and planned to use it as your major service, then you must align your SEO campaign with this chosen niche. For personal injury niche, you can use SEO keywords that include these tags and spread them throughout your website content.
Boost Your Search Engine Rankings through Local SEO
Most of the audience these days prefers to hire services after conducting a thorough online search. There are countless business websites over the internet. How can you ensure that your local audience views your website while searching for the best law firms? Local SEO is what you must target.
Optimizing your Google My Business account, improving internal link structure, optimizing website content, and giving attention to other such local SEO details can improve the SEO rankings of your website.
Last but the most effective local SEO technique is the use of SEO keywords. Instead of using general keywords with a lot of competition, you must conduct a proper research and come up with SEO-friendly keywords that could rank you higher on Google Search Engine. Taking an example of law firms in California into consideration; the keyword “best law firms California” will surely draw more organic traffic compared to the keyword “best law firms”.
Build Your Firm Reputation through Client Testimonials
Credibility always comes first. No client wants to entrust a law firm with his case if he is not certain about the credibility of that specific firm. This is where you can excel in the market by using the testimonials of your previous clients.
From individual clients to commercial firms, use personalized emails to acquire testimonials from your clients. If you have collaborated with some reputable firms or commercial businesses, then their testimonials can add to your firm’s reputation to a great extent.
The procedure does not end here. If you are planning to upscale your advertising campaign, then video testimonial from your happy clients can be super-beneficial for your law firm. Display these testimonials on your website or social media page to intrigue prospects.
Leverage Email Marketing to Give Optimum Attention to Your Prospects
Don’t expect prospects to get in touch with you right after they visit your website or social media page. Competition is fierce and there is an array of competitors in the market that are offering the same services as yours. How can you grab the attention of these prospects and convince them to opt for your services? The secret ingredient to this success is email marketing.
Get in touch with your prospects instantly by sending them welcoming emails, discount offers, referrals, product descriptions, or anything else that spreads among message the audience.
But this technique can also turn out to be damaging for your business if you use purchased lists of prospects. It is highly recommended that you must target those prospects that show interest in your business. Acquiring customers’ list organically is the most optimal method of performing email marketing with optimum results.
A Well-Developed Referral Stream Generates Leads
There is nothing more cost-effective and fruitful for your promotion compared to referral programs. What’s are the standout benefits of this marketing strategy? Well, the first benefit is an immense increase in your customer base. Secondly, this marketing strategy also cements the credibility of your law firm in the market.
Make no mistake, you must ensure that your referral program comprises the finest referral channel. Doing so would spread your message to more prospects. This word-of-mouth strategy can boost the number of customers that are willing to give you a shot.
Taking the cost of this technique into consideration, you just have to invest in the initial setup of this stream. Once done correctly, rewards are only paid out upon getting a successful referral. You won’t ever want to miss this win-win marketing strategy.
Use PPC Advertising Campaigns
Organic traffic brings customers. But how this organic traffic can be acquired? There are a lot of marketing techniques that are effective. But Pay-Per-Click Advertising can yield a remarkable ROI compared to other digital marketing strategies.
While searching on Google, you witness ads on top of your search results. Those snippets of text are digital ads. This is not it. You may have witnessed intriguing ads with images and texts on the sidebar. Those are digital ads as well.
You must also invest in these ad campaigns. There is a lot of potential in these ads to give you leads. You can also take advantage of extension that are available along with these ads. A well-curated PPC advertising campaign can open doors for qualified leads to get in touch with your law firm.
Turning Qualified Leads into Dedicated Customers
Now that you have acquired a convincing number of leads through your social media marketing or organic search engine traffic. Visitors can quickly lose their interest in your business as soon as they leave your social media page or website. Now what? Do you have the right procedure to retain these leads? What’s the perfect solution to tackle this situation?
An engaging automated welcome series comprising marketing emails or email newsletters is the right strategy. Ensure that you hold calls with these leads to proceed with your marketing campaign. Using phone calls to introduce your business on a personal level is one of the most convincing and effective techniques