Marketing is one of those words that doesn’t really provide an accurate definition of what it is and people wrongly confuse advertising and marketing. It might, therefore, be useful to start with a brief definition of what marketing is before we provide some top tips for law firm marketing.
Marketing is about understanding your target audience and then creating a strategy that will reach them through various channels. It’s important to remember that marketing is not just about selling your services, but also about building relationships and providing value. Marketing is more about communication, the style of communication and the channels of communication which help you build a brand, help to educate prospects and encourage them that when they’re ready to purchase, you’re the firm to help them.
Now that we’ve cleared up what marketing is, let’s take a look at some top tips.
When it comes to marketing for law firms, one of the most important things to remember is that you’re marketing to people, not businesses. This means that your marketing efforts should focus on building relationships and providing value, rather than just selling your services. Typically, clients approach law firms when they have a problem so having a good online presence is crucial that when the client is looking, you stand out. Working on SEO and your digital footprint is key. Sadly, this isn’t an overnight win and SEO takes time to build so focus and effort should begin sooner rather than later.
It’s also important to understand that marketing for law firms is different from marketing for other businesses. The legal industry is regulated or in some instances like Wills, self-regulation applies so you need to be careful about how you communicate your services. You also need to consider the fact that clients may be reluctant to talk about their problems, or again, in the case of Wills, it’s a tricky topic to talk about for many, so marketing efforts should focus on building trust and demonstrating expertise. Additionally, no one wants to be involved in a race to the bottom in terms of price.
Finally, when it comes to marketing for law firms, word of mouth is still one of the most powerful marketing tools available. This means that it’s important to focus on providing an excellent service that will encourage clients to recommend you to their friends and family. In stark contrast, poor service has the same effect but ten people are warned of bad service as opposed to three positive referrals for good service. It’s our recommendation that you try and capture positive feedback by way of Google Reviews or TrustPilot reviews to fully benefit.
So, there you have it, some top tips for marketing your law firm. Remember, marketing is about understanding your target audience and then creating a strategy that will reach them. The Legal Growth team are experts when it comes to marketing for law firms so if you’d like some support or guidance, get in touch.
This article was submitted by Tom Stansfield, Founder of legal marketing agency Legal Growth & author of ‘”Success-ion 101 Tips to Grow Your Estate Planning Business”.
Tom is a legal marketer and founder of the marketing agency – Legal Growth. Tom has worked in the legal sector for 10 years and is a huge advocate for business and personal growth and branding. During his career, he has been on the board at the Society of Will Writers as well as being the Head of Growth for WillSuite (and the Love Legal Group) prior to launching the agency. He is also a regular on the speaking circuit presenting at all manner of conferences and sessions.
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