Effective marketing allows your law firm to rise above the noise and connect with your ideal client. As we make our way through the coronavirus pandemic, many firms have found that the ‘business-as-usual’ approach is simply not working anymore.
In this article, we’re going to share some of our best affordable marketing strategies for law firms. We hope these practical tips will help you generate new leads. Let’s get started!
1. Leverage Social Media
Take a moment to remember your daily routine before coronavirus. How much time did you spend on social media? How does it compare to your current social media usage?
For most people, the pandemic has dramatically increased the time spent on social media. This means there is even more opportunity for your posts to reach current and prospective clients and generate engagement. Take the time to reevaluate your social media strategy and play to your unique strengths. If some of your attorneys have their own social media presence, work with them to establish a cross-promotion schedule, and expand both networks. An effective social media strategy will help you reach more clients than ever before and create stronger relationships with existing connections.
2. Embrace Vulnerability & Authenticity
In the digital age, everyone loves the immediacy and spontaneity of live video. While this less rigid, unstructured content may feel foreign, it can be extremely compelling for potential clients. More importantly, clients don’t hire law firms….they hire lawyers! By letting the public get to know your attorneys, you can establish trust and rapport. As you plan your marketing strategy for 2021, try to incorporate tools like Facebook Live or Instagram Live.
Not sure where to start? Even live video doesn’t have to be entirely off the cuff! Consider asking your friends and followers to send in questions before you start filming. This interactivity is a fantastic way to drive traffic and engagement while building your credibility with potential clients.
3. Invite External Support
As the saying goes, “a jack of all trades is a master of none.” This phrase is particularly accurate when it comes to law firm marketing. The digital world is very competitive, and it may not always be practical to manage your marketing in-house.
Remember, outsourcing to marketing agencies or external consultancies isn’t a sign of failure – it’s just smart business! By relying on the expertise of specialized professionals, you’ll learn how to allocate your resources for maximum return on your investment.
4. Generate Creative Content
To get noticed online, you’ll need to generate new content. The more regularly you can publish this content, the easier it will be to reach your audience. But what kind of content should you create? Overwhelmingly, the answer is video!
Research has shown the average user spends 88% more time on a website with video. You can take advantage of this trend by creating video versions of your most successful content. For example, if you’ve written a popular blog post about the role of depositions in family court, consider transforming that text into an informational video. Short Q&A videos can also be very effective when they’re carefully tailored to your target audience. For example, a personal injury attorney might create a series of videos about dog bite injuries and the available legal remedies. Whether you’re filming on a DSLR or directly from your iPhone, video builds trust with potential clients.
Thanks for reading! If you enjoyed this article, let us know in the comments, and feel free to share it on social media! Please don’t hesitate to contact us with any questions or concerns. At First Legal, we’re here for you from File Thru Trial™!