Developing a healthy pipeline of qualified leads and client prospects for your law firm takes hard work and implementation of the right marketing strategy. By taking advantage of the exposure you can successfully create for your law firm online, you stand a better chance of outpacing your competition. Remember, you can achieve any marketing goal whether you plan to create a sustainable solo practice or grow your new firm rapidly. Here are essential steps to successfully create and implement a marketing strategy for your law organization.
1. Effective budgeting
According to dNovo Group, law firm SEO based in Toronto, a well-thought-out law firm marketing budget is a crucial component of your business plan. To figure out how much you need to invest in your marketing initiatives, you must first identify your objectives and determine how much resources will be needed to achieve those objectives. Next, analyze how many cases per year you are likely to handle to generate the required resources. Remember, this will vary depending on your practice area.
2. Create a professionally designed website
Now that you know your marketing budget, it is essential that you stay within its limits. Within this budget, you must include the resources you need to create a professionally designed website for your law firm. In the digital age, your website is often your first clients' point of interaction with your brand. It is a great opportunity of making an excellent first impression on people who may be visiting your website looking to hire an experienced lawyer.
Use high-quality photographs and concisely state the specific services you offer. It's also important to highlight the practice area you cover and highlight any recognition, awards, or essential experiences you may have. Your contact information should also be displayed on your business website.
3. Ensure your website is SEO friendly
Suppose a tree falls in the forest, and no one hears it; will it make a sound? In the same way, you can create a law firm website with intentions to use it as a marketing tool. However, if no one finds it on the internet, your prospective clients will not interact with your brand on online platforms.
To get the most out of your professionally designed law firm website, it is essential to ensure that it follows the recommended setting optimization practices. It must have high-quality content and other essential elements that make a website rank better on search engine results pages.
4. Claim important online profiles
Your website is one of the online platforms where your potential clients can find more information about you. However, it is not the only platform they can find you. There are other free online profiles like Yelp, Google My Business listing, and other online profiles you can claim for free.
5. Establish a solid social media presence for your law firm
One way of attracting new clients via online advertising is going where they are. Today, most people in different age groups spend a lot of time on social media, which is why your law firm cannot afford to overlook social media presence as a marketing tool.
6. Manage your organization's online reviews effectively
Now that you have various accounts on different directories such as Google My Business listing, Yelp, and others, there is a good chance you'll be getting reviews from your clients. It is vital to manage these reviews. Though a few may be negative, it is always recommended to address any questions or concerns from your client on time to avoid bad reviews.
7. Implement a well-thought-out content marketing strategy
You probably have a knack for the written word, and it may be the right time to use it to grow your organization. Content marketing is an excellent way to build your brand's authority. You can use great content to position yourself as a thought leader in your area of practice. Providing helpful responses to general questions from potential clients can also help you build confidence and trust in your brand.
8. Invest time in business development and networking
It is recommended to set aside some time to attend local networking and relevant events. To make sure you're getting the most out of such networking opportunities, create a conversation strategy that directs how and where you will spend your time and energy. Be ready to engage in highly meaningful conversations that could build your law firm's reputation and lead to referrals.
9. Don't ignore traditional marketing
Depending on your practice area and location, offline marketing may also complement your digital marketing strategy. For example, people still read and buy into billboard ads. Keep in mind that no matter how your potential clients see or say about you, they are more likely to conduct online research before making hiring decisions.
10. Track your progress
Regardless of how you decide to market your organization, it is important to track your progress and determine the actual return on investment. Without effective measurement, you will not know which specific market campaigns are bringing in new clients and ones that are flopping. Whichever marketing technique is not performing well, you'll want to make the right adjustments or stop investing in a strategy that cannot work. Effective tracking, data analysis, and interpretation will also help you and identify the specific marketing strategies you should be doubled down on.