The Essentials of Developing a Law Firm Marketing Strategy

Because clients are the lifeblood of any legal practice, lawyers must have a solid law firm marketing strategy in place. This will help set themselves apart from the pack and ensure that their prospects would go to them and not their competitors. Furthermore, a good marketing strategy will support their goals and facilitate their practice’s growth and success.

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Before You Craft a Marketing Strategy

Any law firm marketing plan should have a good foundation to ensure its success. Therefore, you should consider the following matters before you develop your marketing plan.

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Define your target audience

Understanding and defining your target audience is essential to an effective marketing campaign. As such, learn as much as you can about your target audience (new clients, past clients, paying clients). Know who they are, their characteristics, and pain points. This would make it easier to craft a digital marketing plan that would resonate with them.

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Conduct market analysis

When you say “market”, it refers to your potential clients. Conduct market analysis by taking into account your practice areas, current location, and other relevant factors to determine how profitable your market would be.

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Study your competitors

You also need to understand who your competitors are and what they are doing. This will help you develop a law firm marketing plan that would help you stand out. Also, it allows you to discover strategies or even segments of your market your competitors haven’t considered before.

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Consider the services you provide

List down the type of legal services you offer, their advantages, and how you will provide them. Also, consider your service areas and the type of people who would benefit from them.

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Define your law firm's core message

As the name implies, your core message is what you want your target audience to know about your firm. It should go beyond letting your prospects know how you can help them. To ensure the effectiveness of your law firm marketing strategy, your core message should resonate deeply with your target audience’s legal and personal needs.

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How to Promote Your Law Firm

You might be happy to learn that you can use various marketing effforts to promote your law firm. While combining several strategies may seem overwhelming, it is a more effective way to build better brand awareness and attract prospects than focusing on a single tactic.

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Search engine optimisation

The 2019 Legal Trends Report revealed that more than 50% of today’s legal service clients do not rely on personal recommendations to find lawyers. Also, a significant number of these people use search engines to find the services they require. This means being highly visible online can go a long way towards attracting more prospective clients to your law firm.

Search engine optimisation or SEO is a highly effective marketing strategy that makes finding you online easier for your prospects. It allows you to appear prominently on search result pages, helping you drive more visitors to your law firm website. And the more visitors you attract, the more likely you are to bring in new cases.

Beyond giving your online presence a boost, SEO can also do wonders for your online reputation and credibility. It helps you showcase your legal expertise through your service pages and web content, allowing you to establish yourself as a thought leader and/or industry authority.

Here are a few SEO tips you should follow:

  • Research your keywords.
  • Incorporate relevant search terms into your content, including page titles, meta descriptions, and URLs.
  • Improve your website’s loading speed.
  • Ensure that your site is mobile-friendly.
  • Keep your site updated regularly.
  • Publish content your target audience would find valuable.
  • Build quality backlinks to your site.
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Paid search

In paid search or pay-per-click (PPC) advertising, you pay a specific amount of money whenever someone clicks on your ads. If you have a solid strategy in place, PPC platforms such as Google Ads offer an excellent way to complement your existing SEO campaign to attract more traffic and lead to your law firm’s website.

To ensure better results, consider these best practices:

  • Avoid using broad-match keywords. Use long-tail keywords instead.
  • Create specific landing pages for your ads.
  • Ensure that your landing pages match what’s written on your ads to boost your conversion rates.
  • Write compelling headlines.
  • Always end your ads with a call to action.
  • Conduct A/B tests to ensure you’re serving your prospects with the best possible ads.

Similar to SEO, paid search has a steep learning curve. This is why most law firms would rather entrust their PPC campaigns to marketing experts, like us here at Kinetic Traffic, than set up one on their own. Not only is it more convenient and cost-effective, but seeking professional assistance can help ensure your campaign’s success.

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Local SEO

Although local SEO is technically a component of SEO, it is a highly effective law firm marketing strategy in its own right, particularly if you have a small legal practice and you’re keen on attracting legal clients from a specific location. Appearing on a local search helps nearby clients find you online. Also, it allows you to appear on Google Maps, which can help increase foot traffic to your physical location.

To enjoy great success with local SEO, see that you:

  • Claim your Google My Business (GMB) listing.
  • Optimise your GMB page by adding the necessary details about your law firm, including your official business name, contact details, and a link to your website.
  • Incorporate local keywords into your site and web content. For instance, if you specialise in criminal law in Northampton, you should add the key phrase “Northampton criminal lawyer” to your web content.
  • Have your law firm listed on reputable online business directories.
  • Ensure that your NAP (name, address, phone number) details are consistent throughout.
  • Encourage former clients to rate and review your services via your GMB page. The more positive Google reviews you have, the more likely prospects will trust you and enlist your legal services
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Content Marketing

Another critical component of SEO, content marketing involves creating quality law-related content and publishing it online. This marketing strategy allows you to build better brand awareness, establish yourself as a law expert, and generate more organic visits to your website. At the same time, it enables you to provide something of value to your target audience, making them trust you more.

You can use various types of web content to promote your legal services. They include blogs, videos, infographics, white papers, and podcasts. However, no matter the type of content you wish to create, ensure that it:

  • Is well-researched and carefully written to showcase your industry expertise.
  • Is something other websites would want to link to.
  • Is easy to read and understand. If you’re going to write a blog post, break up large paragraphs into smaller ones, and, as much as possible, avoid using excessive legal jargon.
  • Uses interesting and attention-grabbing headlines.
  • Contains relevant keywords to make it more search engine-friendly.
  • Ends with a call to action that compels your audience to share it with their friends or contact your law firm for further information.
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Social media marketing

With almost 78% of the UK’s population using social media, you should consider promoting your legal practice on various social networking platforms to drive more traffic and leads to your site. When done right, social media can help you reach a wider audience for a fraction of the cost of using traditional advertising methods. At the same time, it allows you to engage your prospects in real-time and provide them with an alternative way to find you online.

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Why Seek Professional Help

Marketing is an entirely different skill set from running a law office. This is why it is more prudent to seek professional services than promote your legal practice on your own. With the assistance of law firm marketing specialists like us here at Kinetic Traffic, you can:

Enjoy faster results 

Marketing experts have the skills and experience to develop and implement an effective law firm marketing strategy. For instance, working with UK solicitors has made us experts at what we do. By combining our technical know-how with our practical experience, we can craft marketing strategies guaranteed to deliver quality results faster than when promoting your law firm on your own.

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Gain a significant advantage over the competition

It is no secret that the legal services sector is one of the UK’s most competitive industries. This is why it won’t be surprising if larger law firms are using the same legal marketing strategies and have even enlisted the services of marketing professionals.

If you’re keen on succeeding in a highly competitive industry, it makes sense to take the same approach. Seeking the services of law firm marketing specialists allows you to be on the same footing as your competitors. More importantly, it provides you with a significant chance to defeat them.

Obtain top-notch marketing solutions

As mentioned earlier, law firm marketing strategies have a steep learning curve. This is particularly true for SEO and PPC advertising. To successfully develop and implement a working campaign, you must spend considerable time learning various marketing tactics. Furthermore, you must continue honing your knowledge and skills because strategies evolve over time.

On the other hand, enlisting professional services, such as the ones we offer here at Kinetic Traffic, enables you to enjoy the benefits of having highly effective marketing solutions. And the best part is that you need not spend a significant amount of time studying everything from scratch to obtain excellent results.

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Concentrate more on your business and clients

With someone else to manage and implement your law firm marketing strategy, you don’t have to split your time between running your legal practice and promoting your services. You can focus your time and attention on helping your clients win their cases. Not only will this help improve your success rate (which is a big plus to your reputation and credibility), but it also ensures that your clients will have a positive experience with your law firm.

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Start Developing a Solid Marketing Strategy for Your Law Firm

Having a good marketing strategy ensures the success and growth of your legal practice. Not only does it help you attract new clients, but it also helps improve your reputation, credibility, and online visibility.

However, marketing for law firms is not exactly a walk in the park, especially if you already have a busy schedule. For this reason, it’s more practical, convenient, and cost-effective to enlist the services of law firm digital marketing specialists, such as our team here at Kinetic Traffic. With more than ten years of relevant experience, we have the skills and the expertise to deliver marketing solutions guaranteed to give you the results you’re looking for.

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