Legal business that fail to market their services can quickly find themselves in a financial bind. Unfortunately, many lawyers opening their own practices aren’t sure how to approach the marketing strategy for a professional service. They fall victim to belief that legal business is too “boring” to make it marketable with today’s trends. This couldn’t be further from the truth. Sure, marketing a legal practice isn’t the same, or as an intuitive as other types of businesses, but with the right strategy, you could become a legal marketing powerhouse. Here are four effective ways to do so:
Focus On Your SEO
Every business needs to have a competitive SEO strategy to reach their target markets. Let’s say you’re a Denver-based legal practice. A search for Denver law offices will easily yield several hundred results, your chances of being discovered without an SEO strategy are slim. The goal is to be at the top of the list, especially when it comes to local results.
To increase your chances, it helps to work with niche SEO companies like Elite Legal Marketing, a marketing company that builds SEO for lawyers. Working with niche agencies means you can take advantage of knowledge specific to your industry. You wouldn’t want to hire a copywriter with an automotive background instead of a copywriter who has written for several legal services. Similarly, SEO agencies that specialize in working with legal practices offer more in terms of content and strategy than others.
Build Your Email List
With the explosion of social media and the rise of modern technology, email still remains the number one choice of communication between consumers and businesses. As with any business, your email list can be a driving factor for leads. If you’re starting from scratch, you’ll want to reach out to family and friends to give your list some momentum. When you reach out to ask that they sign up, offer valuable tips and advice in the process. This gives them and their referrals something to look forward to by offering a glimpse of what they can expect from you in the future.
Your email marketing is your avenue to current and future clients. You can use it to send out specials, announcements, provide free resources, and much more. Any material from your blog can be easily woven into your marketing email. Another idea, both for your blog and your email, is to spotlight successful clients who are happy to be included in your marketing strategy. This is especially true for clients for whom you do pro bono work. It’s one thing to communicate your pro bono work on your marketing materials, but it’s another to tell their story in a more meaningful way, with quotes and photos to accompany your content. Furthemore, when you interview real people for your newsletter and blog, they are more likely to share it with their family and friends.
Start A Blog
Content is the reigning king in the marketing world, and this isn’t going to change anytime soon. If you take a look at some of the most well-known practices, including those that appear at the top of Google search results, you’ll quickly see that they all have something in common: value-driven blogs. For 53% of marketers, a blog is the top priority. This is because it commands so many benefits rolled into one: SEO, brand building, and lead generation among them. And 66% of marketers use blogs in their social media content, making it an easy way to build your social presence as well.
You can choose to hire a freelance writer with legal expertise, or take on the blog writing yourself. Start with what you know, and work from there, using popular legal blogs as a foundation for blog ideas. Most importantly, before you begin your blogging efforts, be sure to conduct thorough keyword research and keep track of your usage in Excel or a comparable program. This ensures that your blog posts stay in line with your SEO strategy.
Give Your Community Free Resources
In addition to adding free resources like a blog to your repertoire, you can take things a step further by providing resources or limited services to your community for free. Doing so allows you to make meaningful connections with the local area, and expand your reach. When people have met you personally through your community outreach, they’re much more likely to recommend you. And in the legal industry, referrals are very important. Free community resources might include pro bono work, free educational discussions and seminars, and volunteer work at local nonprofits–preferably those that are relevant in your industry.