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5 Things to Consider for Legal Marketing Strategies

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5 Things to Consider for Legal Marketing Strategies

Imprecise marketing strategies don't work well for lawyers. Law firms need a marketing strategy that's measurable, locally-targeted, and built around their practice areas.

As a lawyer, providing quality legal assistance is always the best way to earn you more business down the road. You'll even establish a presence in your community. But selecting legal marketing strategies requires some introspection.

You don't want to throw money into something that won't bring you results.

According to a recent Google Consumer Survey, 96% of people seeking legal advice use a search engine to find it. You can get real results through digital marketing. Selecting the right digital legal marketing strategy is crucial in maximizing your ROI.

For example, a regular email newsletter might be a good strategy for some lawyers, but not others. Blogging could work for lawyers who serve the public, but not necessarily for corporate lawyers.

Analyzing the landscape of your practice can help you make the best determination. Here are 5 things to consider when selecting legal marketing strategies:

1. Practice Areas

Is Banking Law your specialty? What about Insurance or Intellectual Property? Perhaps your firm deals primarily with clients who need representation in court for drug and alcohol charges. Whatever your practice area, it should always influence your marketing decisions. Start with your website.

Develop a blog and post regularly about your practice area to show that you are an expert, or include easy-to-watch videos featuring testimonials and case studies.

Create content that is truly useful to clients who are in need of your legal assistance. 62% of online legal searches are not focused on a particular brand, but on other factors like location and practice area. Potential clients are searching for help and answers, not a product.

Focus your content on the specifics of your practice area and avoid generalizations. There are plenty of law blogs on the internet. To make your content stand out, keep it practical and essential. Include links to your website and other content to encourage your visitors to take the next step.

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5 Things to Consider for Legal Marketing Strategies
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2. Geography

With 85% of people searching for legal assistance using online maps to find legal service locations as of 2013, you can be sure that your potential clients are looking for you in their immediate area. No one wants to travel miles upon miles just to have a meeting with you.

By designing your marketing efforts to target your local area, you’ll be able to maximize the number of interested potential clients visiting your website.

Your clients want someone they can trust, someone who understands their needs and their situation: someone local. Of people searching for a lawyer, 71% consider it important to have a local attorney. The best, regular clients, are right in your neighborhood.

3. Urgency

Creating a sense of urgency in your potential clients doesn’t have to be an unethical and artificial tactic. The trick is identifying where the real scarcities are in your field, responding to the specific needs of your clients, and crafting content that actually helps to solve a problem.

When viewers of your content realize that you can offer them a solution to their legal problems, they will be less hesitant to contact you and start the conversation that will lead to them hiring you.

Research suggests that most customers buy a product or service for emotional reasons. You are more likely to generate a sense of urgency to buy if your marketing content tells a story that fulfills the needs of your potential clients or helps them solve a problem that is bothering them.

The same piece of content won’t work for every client, however, so be sure to publish marketing content frequently and tackle a number of different topics that might come up in your practice area.

4. Your Competitors

Researching the competition is one of the most important steps in the process of selecting legal marketing strategies. You want to offer content that will outshine the competition and demonstrate that you are the authority on your practice area in your community.

If your competitors have implemented a marketing campaign, take note of what their strategies are. Have they made the best choice in strategies, and how effectively have they executed them? Simple actions like fixing your website can make you more attractive than your competitors.

Adjust the copy in your blog so that it is more authoritative and helpful. Mimic what your competitors do, but do it better.

When potential clients go to research their legal options, they will eventually land on your content. Make that content exceptional so their best choice is clear.

5. Measurable Marketing

One final thing to consider is the measurability of your legal marketing strategies. You could spend thousands of dollars on a public relations and advertising campaign and even benefit from the results, but there aren’t many ways you could acquire data as to exactly how effective that campaign was.

Using web-based marketing methods like blogs and emails allow you to see just how many people are clicking and visiting, and what percentage of views turn into actual clients.

Take a look at the volume of current traffic on your website and compare it to the traffic you receive after the implementation of each marketing strategy.

Which methods are driving the most traffic? Take note of your results and include them in the planning process of your next marketing effort.

Selecting Legal Marketing Strategies

Your goal is to select marketing strategies that are affordable and will yield real results.  Discovering the best marketing methods for your firm and catering your content with the above factors in mind will help you save money on your marketing efforts now and in the future.

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