Creating a Well-Rounded Law Firm Marketing Strategy That Will Not Break the Bank
With the end of 2020 in sight, it’s natural to start wondering what the coming year will look like--especially for small law firms. Hopefully, next year won’t require you to get as creative with your budget and marketing strategies as it did this year. But even so, it’s wise to consider a few strategies for the coming year that won’t cost you an arm and a leg.
Free Online Biography Sites
A strong biography is a surefire way to earn a prospective client’s trust off the bat. Not only do you want to highlight your experiences and credentials as an attorney, but you want to engage the reader as well. It certainly doesn’t hurt to invest in a well-crafted biography. It’s important to make sure that online biographies are completed to a high professional standard.
Your biography should include a professional photo and open with a strong statement. Make sure to include all your credentials, such as your educational background, awards, published cases, publications, speaking engagements, and any professional organizations that will make you stand out.
Free Resources and Publications
If one of your small law firm’s main objectives in the coming year is to generate more leads, consider timing the release of new publications and other resources to get the most bang for your buck. For example, if you generate enough new leads in the span of a quarter, send a free web-based resource to your new clients, such as a white paper, to thank them for taking an active interest in your firm and also to update established clients on what your firm is doing.
Giving back to your clients is a great way to foster relationships but sending them free resources every day is a quick way to get sent to the spam folder. Instead, review your online metrics before sending out a freebie; it may give you an idea of who your target audience is and what areas you need to focus on specifically. Sending out a digital publication, ebook, or even a one-page overview of something that is proactively interesting to your audience is a great way to stay connected.
Event Sponsorship and Management
Clients love seeing businesses that are involved with the local community, and law firms are no exception. Although it’s a bit trickier in the era of COVID-19, it’s still possible to collaborate with other businesses in the area to strengthen community ties and generate good publicity for your firm. The businesses you choose to work with may differ depending on your law firm’s sub-practice areas. For example, if you’re a family law attorney, you could partner with a local school program or food shelter for a holiday campaign that supports families in need. You can then partner with a different organization for themed giving in the Spring. This is just enough time to stay present with your current, potential, and past clients without overwhelming them.
Socially distance giving is an easy way to give back and support your law firm's brand in a socially distanced world.
Clients like to see businesses that are active and engaged with their clientele. An easy, free way to keep your clients updated on what’s going on at your law firm is through blogging. Blogging can be designed to build natural web traffic through search engine optimization (SEO).
Relevant and credible blog posts attract potential clients who are already in need of your services. They also support the health of your law firm’s website through the addition of regular content. Again, you don’t need to flood your firm’s website with dozens of miscellaneous blogs; just one to two per month will be enough to pique and maintain interest without squashing it.
If you’re not already on all the major social media platforms interacting with clients, then what are you waiting for? Creating a business page on Facebook, Twitter, or LinkedIn is a great, cost-free way of driving up user engagement. To maximize your presence, create a content or engagement plan where you regularly interact with users or respond to their inquiries and comments. When considering a social media campaign for your law firm, be sure to check out the requirements for advertising that some of the platforms require.
We’re not trying to reinvent the wheel here. Advertising campaigns of all kinds--even print and broadcast--still generate high ROI. The key is knowing your target audience and the most effective advertising channels to reach them.
Now is the right time to look over the traditional advertising that your law firm did last year. Be sure to know where it is delivered as some of these publications go only to business addresses, which are frequented less with more people working from home. Likewise, it might be a good time to rethink the morning commute radio advertising as many companies have fully remote workforces for the foreseeable future.
Marketing Doesn’t Have to Cost You
As you can see, there are many cost-efficient ways to generate more leads, interact with clients, and strengthen your relationships with them next year. Just remember to follow through with these strategies and follow up with new leads if need be, as there’s no price on a genuinely great client relationship.