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6 Effective Law Firm Marketing Techniques to grow business

What is law firm marketing?

Law firm marketing is a set of strategic and tactical actions whose objective is to optimize the commercialization of the services offered by the firm.

6 Effective Law Firm Marketing Techniques 

The law firm marketing is a key piece in the law firm, since it allows to identify what its commercial objectives are and, based on these, develop an advertising and communication strategy that allows increasing the competitiveness of the company.

1- Establish the objectives to be achieved through legal marketing

A firm must be clear about the goals to be met, in this way it can direct its marketing efforts towards the achievement of specific objectives. A good way to design law firm marketing goals is with SMART features in mind 

  • S (Specific): specific, concrete.
  • M (Measurable): measurable, to be able to constantly monitor them.
  • A (Attainable): achievable, goals must be reasonable and realistic.
  • R (Relevant): relevant, especially for the firm’s real and potential clients.
  • T (Time-Bound): framed in time, set limits or deadlines to meet goals.

A SMART law firm marketing for attorneys could be the following:

  • Increase customer acquisition by 30% through the website in the next 6 months.
  • Key Legal Industry Trends in the New Normal

2- Analyze the market segment to which legal marketing efforts will be directed

To know how to address the objectives set in law firm marketing, you must research, collect and study as much information as possible about the market segment you are targeting.

  • What do you think and feel?: It is what really matters to the client, their main concerns, needs and aspirations.
  • That hears? What you hear from the environment (from the boss, friends, influential people).
  • What do you see: What you observe every day (the world around you, your friends, your day to day)?
  • Efforts: refers to the client’s fears, frustrations and obstacles in their day-to-day life or with respect to their goals and aspirations. 
  • Results: it is what motivates the client, their desires, aspirations and obstacles overcome.

In this way, a successful profile of the legal client is defined and then the legal marketing strategies are designed.

3- Analyze competitive attorney advertising and other legal marketing factors

Knowing your competition and conducting a comparative analysis is a great way to identify where they are weak and what their strengths are. In this way, the law firm can use these weak points to its advantage to develop law firm marketing that far outperform the competition. As well as those successful strategies that the competition has executed as a reference.

To achieve this, it is necessary to carry out a SWOT analysis of legal marketing of the competitors and of the firm itself.

Some key points to investigate for SWOT analysis in law firm marketing are as follows: 

  • What is the cost of your services? It is advisable to find out what is, on average, the price of the services of the competition. In this way, reasonable, fair and competitive price ranges will be defined.
  • How do you attract customers? Investigate the online and offline activities carried out by the competition to get customers (website, social networks, fairs, among others).
  • What is its performance? Analyze the opinion of customers on public platforms such as social networks, study the performance reports published by some firms from time to time.

4- Choose the right channels for the marketing plan for lawyers

Developing effective law firm marketing also depends on choosing the right channels. For this, it is necessary to know in which sites the firm’s audience interacts, in order to invest all strategic and monetary efforts in said channels.

5- Determine the investment for the development of the marketing plan for lawyers

In law firm marketing, it is necessary to define the budget that the firm has for its execution. Thus, those involved will always work within the budgeted margin in order to make the investment intelligently.

6- Measure the effectiveness of the legal marketing carried out by the firm 

A law firm that seeks to increase the acquisition of clients on its website and that for this made an investment in legal advertising through social networks, SEO and SEM, can consider KPIs such as the following:

  • Leads generated: allows you to know if the campaign carried out has increased the firm’s database.
  • Conversion rate per funnel: with this KPI it is possible to recognize the trajectory of a lead who has become a customer.

The effectiveness measurement identifies a large number of key elements in marketing terms such as: expenses, income, profitability of the business, progression campaigns, among others. It is also a key activity to avoid critical errors and if necessary, make strategic changes.

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