There are over 1.1 million licensed attorneys in the U.S.
While consumers may always have legal demands, this doesn’t mean that attorneys always have clients.
In such a competitive (and growing) industry, lawyers need to market themselves. What’s more, they need to market themselves well!
This can ensure a lasting, stable client base.
What legal marketing strategies can attorneys and law firms take advantage of? We have some ideas.
Keep reading to learn more about the attorney marketing strategies that actually generate clients.
1. Pay Per Click Advertising
Pay Per Click (PPC) advertising offers lawyers the potential for a high return on investment (ROI).
Yes, you do have to pay for this form of digital marketing. PPC means that marketers must pay for each “click” their digital ads receive online.
However, think about it this way. If you pay $3 for a click, that click could become a client, who could generate thousands of dollars. That’s an amazing ROI!
You can implement PPC ads in a variety of places. Most lawyers start with Google AdWords or Bing Ads, which use the principles of Search Engine Optimization (SEO).
Basically, PPC ads include content optimized for keywords your clients are likely to enter into a search engine, such as “personal injury lawyer in Dallas” or “how to hire a lawyer.”
These ads will appear at the top of results for these searches as ads. This means high visibility, which can drive traffic to your website and generate substantial leads.
We recommend hiring a PPC specialist to get started with your campaign. This is because legal SEO (and PPC) is one of the most competitive fields in digital marketing.
2. Local Search Engine Optimization (SEO)
If you are eager to retain more local clients, look no further than local Search Engine Optimization (SEO).
SEO involves optimizing your online content for trending keywords. SEO strives to take advantage of search engine traffic–billions of Google searches a day!
There’s a lot that goes into SEO, so we recommend checking out Google’s SEO Starter Guide to begin.
Otherwise, as you hone your SEO strategy, make sure you are optimizing your content for location-based keywords. These include terms like “Georgia attorneys” or “New York State law.”
Claiming a listing on Google to enable Google Reviews and Google Map recognition is also vital. This can further increase your visibility as a local provider.
3. Video Marketing
Video provides highly engaging content to your prospective clients. What’s more, it is often rather inexpensive to implement, and you can implement it on multiple channels!
In fact, you can use a simple iPhone to craft a compelling video recording.
How can you use video marketing for your law firm? If you have a social media profile, this is a great place to start.
Make use of Instagram stories to post ephemeral (24-hour lasting) video content advertising client offers and other services.
Facebook Live also enables you to engage in real-time with clients!
If social media isn’t your jam, consider launching webinars, online video seminars typically offered for free to interested clients.
You may also wish to embed video introductions of staff members on your website itself.
4. Email Marketing
There are over 3.8 billion email users worldwide. What does this mean? It’s essential to take advantage of this marketing channel as an attorney!
Some lawyers assume that existing clients aren’t likely to read promotional material. Remember, however, that word of mouth remains one of the most important means of marketing out there.
Email newsletters can be easily passed on from one client to another. And they can incorporate important links to your blog posts, webinars, and social media profiles.
Launch a monthly email marketing campaign to retain client interest and nurture leads.
5. A Competitive Website
At the end of the day, all of these digital marketing efforts have to go somewhere. Make sure you are sending those “clicks” to the right place: i.e., your website.
But simply having a website isn’t enough. Make sure yours is competitive.
What makes for a competitive legal website?
Begin by checking out what your competitors are doing. Then aim to take it one step further.
In general, however, professional legal websites are informative without being too wordy or dense. They are easy to navigate, and they clearly define the legal services you offer.
They also make it easy for your visitors to take action, whether that means contacting you or requesting more information.
Your site should also load quickly. People don’t want to wait around for more than a few seconds when it comes to site loading time.
Testimonials have more power than most people assume. As a lawyer, it’s vital to leverage the power of your clients’ testimonials.
Keep this statistic in mind: over 90% of consumers consult a review of some kind before checking out a business.
While you aren’t necessarily selling “products” to your clients, you are selling services, so this statistic still applies.
How do you make the most of client testimonials? For one thing, you should showcase them on your website.
Prospective clients will use your website as a means of assessing your potential. Websites are a lot like business cards in this way, giving clients a snapshot of what you have to offer.
If they can read through multiple detailed reviews highlighting your expertise, they will be more likely to stick around!
Of course, getting those reviews and ratings in the first place can be tough. Check out our ideas on acquiring client testimonials in this post.
The legal field is complex for most consumers, especially those who need to navigate it! A lot of people turn to Google for answers to legal questions.
This means that one of the best ways to engage prospective clients is through education.
Think about the questions your clients may have and give them the answers they need. The best way you can do this is by creating blog posts on your website.
The other good thing about blogs? They give you more material for Search Engine Optimization purposes.
Aim to post an informative blog at least twice a month. Once a week is ideal!
Legal Marketing Strategies
These legal marketing strategies are guaranteed to work, provided they align with your advertising goals. For this reason, we strongly recommend taking the time to establish those goals.
Furthermore, make sure you are branding your law firm effectively. A strong brand image can only bolster your advertising efforts in the long run!
Click here for some legal branding ideas!