Effectively marketing your law firm is a job in itself, and if you don’t apply the right tactics to your strategy, business will surely suffer. If you’re struggling to sign new cases and you’re not getting the types of leads you’re looking for, it may be time to rethink your online marketing strategy.
Implement these 7 habits of highly effective law firm marketers and watch your practice grow.
1. Spend No Less Than 2.5% of Your Revenue on Marketing
Respected Journalist and Attorney Larry Bodine suggests that if you’re not spending at least 2.5% of your revenue on marketing efforts, you can’t realistically expect to get the results you want (let alone the results you need!). Bodine recommends investing no less than 2.5% of your gross revenue on new business – and this doesn’t include the salaries of any people you hire to do the work for you. Invest your marketing dollars in creating and maintaining a great website, traveling to visit potential clients, and similar strategies that build your credibility and authority in the field.
2. Document a Clear Marketing Strategy
Practicing law is a full-time job. However, this doesn’t mean you can neglect the need for a comprehensive marketing strategy. In fact, the opposite is true. Because your time is better spent in the courtroom, you need to ensure you have an effective marketing plan in place to attract clients when you don’t have time to do it yourself. Develop a clear plan, put it in writing, and make sure everyone on your team abides by it. Without a clear marketing strategy in place, you’ll find it increasingly difficult to maintain a consistent client base – and you can forget about any hopes of growing your practice.
3. Devote the Necessary Time to Develop Your Business
Developing a solid marketing plan for your law firm requires a time investment – just like building your business did. Dedicating at least 4 hours a week to marketing can go a long way; after all, that’s 200 hours of business development a year! Use your time wisely: add to the content on your website, seek out new referral sources, spend time meeting with potential clients, etc. When you consider that your competitors will sign the clients you don’t, you’ll find taking the time to develop your business is well worth the effort (and then some!).
4. Invest in Measurable Marketing Strategies
Without a tangible way to measure the effectiveness of your marketing efforts, what’s the point in marketing at all? Be smart about the way you advertise your practice. Consider a combination of traditional and online marketing tactics. In doing so, you’ll get the best of both worlds: local exposure through billboard ads and radio spots as well as measurable efforts like blogging and paid search advertising (PPC). With PPC, for example, you can track how much money you spend, how many clients the campaign brings in, and how much return on your investment you get.
5. Include Engaging Videos & Content on Your Website
Building an online presence is crucial to upping your marketing ante – and creating a website for your business is a great way to start. Communicating a cohesive message and highlighting who you are as a lawyer are essential components of the site. Through the content and videos you post, show visitors who you are, what you can do for them, and why they should choose you. Make it simple and clear and their choice for representation will be a no-brainer.
6. Engage with Potential Clients Where They Spend Their Time
Building a website and advertising on billboards isn’t enough to get you the business you want. The trick to attracting, getting, and maintain a solid client base is in the consistency of your efforts. Take your website, for example. You should be making frequent – and relevant – updates to the content, videos, testimonials, and blog. Potential clients who spend a lot of time online are far more likely to choose a law firm with an attractive, functional, and informational website over a competitor whose only advertisement is in the local phone book.
7. Use Old Clients to Generate New Business
Making a lasting impression on a client is one of the easiest (and most effective) ways to increase your business development. This is especially true in the legal field. No one hires a lawyer on a whim. A lot of thought, research, and personal recommendations go into making a final decision. When past clients are happy with the representation they receive from you, they’re more likely to return should the need arise. And they’re much more likely to recommend you to a friend or family member looking for legal representation.