Law Firm Marketing: Leverage Your Law Firm’s Marketing To Create A Brand

There are 1.2 million attorneys in the United States alone — so how can you stand out in a sea of law firms offering the same services as you? It’s critical to take the time to stay up-to-date with the happenings within the industry and use proper marketing strategies to increase brand awareness and generate more leads. Here’s everything you should know about leveraging your law firm’s marketing to create a brand that people will flock to whenever they need an attorney’s expertise:

Changes Within the Legal Industry

If you’re not paying attention to the changes and trends within the legal industry, you’ll fall by the wayside while other law firms rise to the top. The technological advances that have begun to occur in recent years affect law firms and their respective clients:

Data Privacy Regulations

According to Forbes, a cybersecurity attack will occur approximately every 11 seconds in 2021. That’s not even the worse news: law firms have often been targeted more aggressively because of the sensitive and valuable information inside their systems. While experts project that we will see more data privacy regulations within the next few years, states are still slowly implementing these laws to uphold the standards at which law firms keep their client’s information safe. Countries like Brazil, Canada, and Japan have passed similar versions of the EU’s GDPR to protect their citizens’ personal information. While the United States has not created or implemented something similar on a federal level, the changes at the state level show us that we will see some sort of national data privacy regulations soon.

Cyber Security

As an attorney, it’s your responsibility to ensure that your clients know that their information will be kept confidential. Unfortunately, cybersecurity attacks threaten this notion — but your clients (and potential clients) will feel rest assured knowing that your firm has done everything in its power to protect their personal information by performing due diligence to harden the systems where data is stored.

If you perform due diligence to ensure your taking the necessary precautions to keep your client’s information safe from cyber threats, you are creating a brand that prides itself on keeping clients happy and safe. This will undoubtedly help you with word-of-mouth and digital marketing.

The Rise of Technology

The pandemic had a significant impact on society in various ways — one of the major impacts is that we now heavily rely on the digital landscape daily. Expert Institute found that people are starting to rely on chatbots and artificial intelligence to get their legal answers. People are becoming more self-reliant and resourceful as they can look up a specific question pertaining to law and find a solution within seconds. Your company could implement a chatbot to help with customer service while your office is closed — but there are also other ways to take advantage of the advancement in technology.

You should consider implementing online payments, CRM software (customer relationship management), and client portals to allow clients to have a more seamless experience with your business. Law firms that understand the importance of enhancing the customer experience through these methods see a higher ROI. If your customers enjoy working with your law firm because you offer excellent customer service through the use of technology, you’ll get many repeat customers and great reviews online that will help draw in new ones!

Bettering Your Law Firm’s Branding

There’s never been a more critical time to work on your law firm’s branding to attract potential clients! You should create a unique and compelling brand that shows potential and existing clients that your law firm offers value. The ultimate goal of working with your law firm’s public image should be to create brand awareness. You can achieve brand recognition by following these steps:

1. Please be sure to have active social media pages on all major platforms (Instagram, Twitter, and Facebook). You should utilize these platforms to connect with customers and release applicable information that increases brand awareness.
2. Create visual content that tells a story! Utilizing photos, videos, and infographics will help grab the attention of clients. HubSpot found that consumers prefer to see videos — so start creating videos that help tell your brand’s story, feature customer testimonials, and answer commonly asked questions. Customers are much more likely to authentically connect with your brand if you offer compelling visual content.
3. The Social Media Examiner found that businesses receive the highest click-through rates when combining visual content with text that creates a cohesive message. Your brand’s story should be clear to your customers!

Helpful Law firm Marketing Techniques

While establishing a brand presence will help customers better relate and understand your law firm’s story and mission, it’s essential to use the proper marketing techniques to get your message across as frequently as possible. Here are some marketing techniques that will immediately increase the likelihood of gaining new customers and generating more sales:

1. Did you know that 86% of respondents in a 2020 study said they would use Google (the world’s largest search engine) to find a lawyer? This information means that your law firm should begin prioritizing digital marketing more than any other marketing efforts! We recommend implementing SEO (search engine optimization) strategies across your website, so potential customers can organically find your firm online.
2. You should create a blog that’s updated weekly or bi-weekly with content that will bring value to your customers — be sure to include SEO best practices! If you’re wondering about the complexities of SEO and how it can help your law firm, please don’t hesitate to inquire about our services.
3. One of the most important aspects of digital marketing is staying relevant at all times, so we recommend law firms take advantage of Google Local Services Ads (LSAs) becoming entirely available to the legal industry as of summer 2020. Advertising on Google is quite beneficial butoften requires a hefty upfront investment. Luckily, LSAs prove to be the outlier as they currently offer a much lower cost per client acquisition than other forms of advertising through Google! Utilizing LSAs will help your law firm become the most well-known in your geographic area.

If your law firm is looking for digital marketing experts to help navigate the changes within the digital landscape to help increase your ROI — please contact us to learn how we can help you.