Today I’ll show you 6 Proven Law Firm Marketing Strategies based on real strategies that we use every day.
Everyone seems to have an opinion on the best way to market a law firm. Is Facebook a waste of time? Should you spend money on Google Ads? How can your law firm get started with SEO?
Here’s the key takeaway: doing something is usually better than doing nothing. In fact, if you’re reading this article – you’re already a winner.
I get it, you’re busy. So let’s get into it.
Here are 6 proven law firm marketing strategies for Australian and New Zealand Lawyers.
Where do you want to go? How will you get there? What will life be like when you’re sipping an espresso martini on a tropical island?
The best way to answer these questions is to create a marketing plan.
It doesn’t have to belong. In fact, it should be one page. Simple, right?
So, what should it include? I’m glad you asked. Your law firm marketing plan should cover the following:
Do you want to become a thought-leader? Get new clients? Branch into a new practice area? Develop your firm’s reputation?
What are the things you (or your agency) will do? Examples include SEO, PPC, Email Marketing, SMM, etc. More on these later.
This is how you measure the success of your marketing efforts. How many leads or new clients do you want? How many new cases do you need to generate sufficient ROI?
Here’s how you get started:
- Create (or update) your law firm’s listing on Google My Business.
- Follow every step until your profile is complete. Google walks you through this.
- Ensure all contact information matches other relevant online profiles. For example, online directories. This is important for SEO.
- Add photos, create posts and do everything that Google suggests. Personalise your listing with pro images of your team and office. This will set you apart from the pack.
- Include your website address wherever relevant
Ensure your listing is up to date. Google will email you from time to time. This is usually before a long weekend or a routine check. Will your office hours change over the long weekend? Have you changed your address? Stay on top of it.
You need lots of alluring and irresistible content. Why? This drives traffic and tells Google what type of users would enjoy your website. After all, Google’s job is to direct people to the best website for their needs. Thus, the best way to appease Lord Google is to generate regular content that satisfies its users.
What type of content?
Blogs, e-books, infographics, case studies, guides, charts, FAQ’s, checklists, videos and more. This drives traffic and increases social shares. As a result, Google will reward you by boosting your website ranking.
How often? I generally recommend the following:
- Blog/News: Fortnightly (at least)
- Ebooks and similar content that goes in more detail: Quarterly.
This is the fastest way to get your website seen on Google searches. It’s achieved by advertising with Google. How? You tell them what keywords you want to bid on. You’ll only pay when someone clicks on your ad. Thus, it’s essential to have an effective PPC campaign with a great website.
Your ad will usually show up in the first three search results. They also appear in the last few.
Remember that the conversion rate for PPC leads is lower than organic search. Thus, it’s important to manage your expectations. We guide our clients through the process. This helps them gain perspective. ‘Are my ads doing well?’ This is a common question. You really need the experience to judge the success of a PPC campaign.
I’m really excited about social marketing for law firms. The main reason is that there’s an untapped marketplace. Why? Too many law firms aren’t even using social media. Or, they’re not taking it seriously. This makes it easier for LegalSites to help our clients succeed on social media.
Here’s some quick advice.
Never place all your eggs in one basket.
Social media is an extension of your overall law firm marketing strategy.
Focus on these platforms
Get professional photos
Content, content, content.
Approach a photographer and arrange a session. Get a bunch of photos that can be used for a variety of purposes. In other words, get shots in generic/non-specific locations. These should also be usable on your website.
You’ll be glad you invested the time and money. It’s never been more affordable to get professional photos.
I suggest you do your shoot early in the morning or at sunset.
Boost/Advertise posts that perform well
Throw money at a winner. So, if your post performs well without money, it will perform even better with money behind it.
Don’t advertise a post that performed poorly. The ROI will be underwhelming.
Email is still a great platform for selling products and services. In fact, it’s generally more effective than social media. Like, substantially more effective. That’s why every half-decent retail store is fighting for your address. The big players understand how essential email marketing is. Law firms are also getting in on the action.
Here’s what you’ll need to get started with email marketing
- A system to sign people up to your list
- A system where you communicate with your list
Please set a regular schedule. Consistency is key.
Topics can include:
- Links to the most recent blogs
- What’s been happening at your law firm? Provide news and updates
- Commentary on a recent court decision or ruling
- Frequently-asked-questions by your target audience
Main goals of law firm email marketing:
- Stay top-of-mind
- Generate referrals
- Warm-up leads
- Build your email list. (Tip: Would you like to sell your business one day? A large and engaged email list has significant proprietary value. Get started now. By the time you’re ready to sell, you’ll be glad you go into the game).