Did you realize there are over 1.3 million lawyers in the United States? With all of the competition in this industry, finding a way to make your law firm stand out can be challenging.
Failing to have a comprehensive marketing strategy for your firm can create problems. The last thing you want is to lose clients due to a lack of planning. One of the main things you need to worry about when it comes to attracting new clients is how to brand your law firm.
Often times, the first thing consumers will notice is the law firm branding techniques you use. If you are like most lawyers, you know very little about how to brand your firm. This is why working with seasoned marketing professionals is such a good idea.
Here are some of the things to consider when trying to successfully brand your law firm.
1. How Does Your Firm Differ From Your Competitors?
Some lawyers fail to realize just how important having a unique brand is. With all of the different law firms on the market, you have to find ways to set your firm apart. When trying to come up with unique selling points, contemplate what you offer that your competitors do not.
For instance, if you take cases involving a particular type of personal injury or wrongful death, highlight this fact. Some law firms highlight the fact that they only hire lawyers from certain prestigious universities.
Regardless of how trivial a difference with a competitor may seem, it can help you attract a wider audience. Consulting with a marketing firm can help you discover these differences and use them to your advantage.
2. Keep Client Interactions Consistent
If you are like most lawyers, you have a lot of people who help you manage interactions with existing and potential clients. Making sure clients get a consistent level of care from the initial call-in to the completion of their case is important.
Even the slightest misstep can lead to a client getting the wrong image of your law firm. Properly training your staff on how to engage and serve clients is important.
Simply assuming that a receptionist knows how to talk to a new client can get you in a lot of trouble. Developing policies regarding how these interactions should be handled is vital. By doing this, you can ensure clients are treated with respect regardless of who they are dealing with.
3. Getting to Know Your Target Audience Helps With Law Firm Branding
The cornerstone of any successful marketing campaign is an intimate knowledge of the core demographic. When attempting to brand your law firm, you will need to find out who your audience is.
If you are working with a marketing agency, they will typically create personas for different portions of your audience. With these personas, you can develop targeted marketing campaigns.
Using the spray and pray approach when it comes to marketing your law firm will lead to mistakes being made. This is why defining your core client and what their likes and dislikes are is important. While it may take some time and research to get this information, it will be worth the effort you invest.
4. Provide Details About Your Accomplishments
When trying to find a lawyer, most people want someone with a great deal of experience. Failing to provide consumers with details about your accomplishments in the legal field can create problems when it comes to landing new clients.
One of the best ways to detail these accomplishments in real time is by putting out press releases. Often times, lawyers will issue press releases when they have just won a big case for a client.
Making copies of these press releases and putting them on your website is a great idea. By doing this, you can show visitors to the site all about the money you have earned for your clients.
5. How Are Other Law Firms in Your Area Branding Themselves?
If you are unsure about what direction to take with your law firm branding, looking at what your competitors are doing is a good idea. Often times, you will be able to get a great deal of information about branding by looking at a competitor’s website or social media pages.
While you need to avoid copying elements of your competitor’s branding strategy, you can use their efforts as inspiration. When looking at another law firm’s website, be sure to pay attention to the logos and artwork they use.
Some law firms have a tendency to ignore the need for graphics on their website. Not only does this make the site unappealing, it can also bore visitors and make them leave in a hurry. Allowing a web design professional to assist you with the building of a website, you can get the appealing results you are after.
6. Providing a Consistent Brand Message
Consumers react favorably when presented with a consistent brand image. If your law firm’s marketing message is all over the place, it can confuse and alienate potential clients.
Once you have decided on what your brand message will be, you need to make sure it is included on all forms of media about your law firm. This includes your website, social media profiles and any branded videos you put out.
Instead of having to worry about keeping your message cohesive on all platforms, you should hire a professional to help you out. Hiring a marketing agency to manage your brand message and identity can take a lot of stress off of your plate.
Putting Your Best Foot Forward
Successful law firm branding allows you to present a professional image to your audience. Clear and concise brand messaging will help you attract more clients over time.
Looking for more information about marketing your law firm? If so, read our article about what law firms need to know about pay-per-click advertising.