Law Firm Marketing The Right Way

There are many tried and tested law firm marketing strategies. Advertising is important, of course, as well as a social media presence, content creation, and efficacious website design. Harvard extols the benefits of focused and intentional branding. All of these things are essential to effective law firm marketing, but the most important aspect of law firm marketing, or any marketing, is having a complete marketing strategy and measuring its results.

Imagine this: your law practice has made a few marketing efforts. You have an active Facebook page and you’re even running a few Google ads. But while business may not be bad, you haven’t seen any dramatic increase in clients. Your marketing is not getting you the results you want. Why? What are you doing wrong?

The problem is that when you’re marketing your law firm if you don’t have a focused, measurable strategy, it’s really a game of chance. If you have no way of measuring how many people are seeing and clicking on your Google ads, how do you know which ads are effective and which are not? 

When you first set out to market your law firm, especially if you are a small firm without in-house marketing or the assistance of a marketing company, start out with Google ads and content creation. Pick three search terms you want to rank for. For instance, if you are a family attorney who handles mostly divorces, you may pick keywords like “divorce attorneys” or “divorce lawyers”. Run search ads based around those keywords. Though Google AdWords is a complicated system, you can set daily and monthly budgets so you can be sure you won’t spend more than you intend to.

And the best part? Google gives you the capability to look in-depth into your ad’s analytics. That way, you are able to see what is and isn’t working, and adjust your strategy accordingly. 

Running successful ads is only half of the equation. Building trust among your community and your clients is also important. One method for doing this is regular content creation. Content can be anything from a video tour of your offices on Facebook to a blog post.

Blog posts are especially helpful because they increase your standing as an authority figure, and regularly adding content to your website strengthens your legitimacy with Google. To start out with, put your area of law into Google. Let’s say you are a criminal defense attorney who specializes in DUIs. Put “DUI attorney” into Google. 

A few results down, Google has a feature called “People Also Asked”. These are things the public is asking Google in relation to your search term, “DUI attorney”. They might be things like “how much does a DUI attorney cost?” or “can my DUI charge be dismissed?”. These are the questions you need to answer in your blog posts. 

There are plenty of marketing tools and strategies out there, but the most important aspect of marketing is that it is planned, and measured. If you don’t have a marketing plan, when your marketing isn’t getting you where you need to be, you have no way of knowing what needs to change. 

There’s no question that law firm marketing is trickier than it was two decades ago. But it is entirely possible for you to market your law firm effectively and get the results you want with proper planning and execution.