How to Craft a Law Firm Marketing Plan That Works

Running a law firm will come with its own challenges. In addition to the work itself, you’ll have to constantly figure out different ways of getting clients. That can be overwhelming when you’re more focused on the practice than on the marketing bit of the business. 2021 is the year that you should finally take charge of your law firm’s marketing endeavor in order to get the right clients. In this guide, we’re going to highlight some of the tips that will come in handy when crafting a marketing plan for your law firm.

Start With The Brand In Mind

Branding is more about the fonts on your letterhead and the kind of logo you have. In order to have a clear idea of the marketing plan, you’ll first need to identify what makes your law firm unique when compared to competitors. When it comes to Law Firm Marketing, the value proposition will set the tone for every other aspect of the process. You must have a clear picture of your target audience so that there is clarity with the brand messaging.

Establish and Demonstrate Credibility

Clients want to work with a law firm that they can trust. It will be hard to create a stellar marketing plan if you don’t have a good reputation. You should employ both passive and active marketing activities. Any awards or accreditations should be included in the online marketing plans. Potential clients want to feel that your firm can be trusted and what better way than being able to demonstrate what you’ve been able to achieve in the past? For social proof, reviews from your clients will go a long way in establishing that line of trust.

Case studies could be a deal-breaker for some people when searching for clients. Make sure that every successful case is well-documented in the form of a case study that can easily be accessed online.

Demonstrate Competence in All Your Approaches

One of the most important aspects of marketing is able to clearly articulate the services you provide and what you can deliver for clients. Don’t be afraid to go in-depth as clients can always seek clarification in case something is unclear.

Run SEO Campaigns

SEO will play a crucial role in your online marketing success. Most people will go online to look for the services of an attorney. Local SEO has been growing over the years as people prefer to look for businesses and services that are local. You need to be on the top of Google if people are searching for your particular specialty. Since the law is your forte and not marketing, the best thing you can do is to look for a local SEO agency to handle digital marketing on your behalf. SEO encompasses several disciplines. Your website has to be mobile-friendly and loads fast. You also need to make sure that you’re targeting the right keywords to increase the chances of ranking.

Invest in PPC

Paid search is the fastest way of getting quality leads for your law firm. For competitive terms, ads will cover as much as 80% of the results above the fold for the majority of search engines. You can still be able to compete with other law firms provided you’ve set a decent amount. You should start taking PPC seriously if you’d want to see an improvement with the online conversions.

Make Use of  Legal Directories

If you’ve never thought about using legal directories, now is the perfect time to do so. They can be a source of quality leads if used in the right way. In addition to that, they can also be used for citations. This will be important for local SEO. You can start by looking at the legal directories in your locality before moving to a national scale.

Take Advantage of the Power of Video Marketing

Video is going to be more important than ever in 2021. According to Filmora, you’re 53% more likely to appear on the first page if you include video in your content. People prefer video because it is engaging and it is easy to connect with the brand message as compared to the huge block of texts. Have a video introduction of yourself, the lawyers, and what the law firm is all about. You can try and answer some of the common questions in your line of practice. Doing so will already give you a big advantage over the competitors that are yet to invest in video content.