If you have a law firm, you probably noticed how the legal market is becoming more dynamic and saturated every day and that you need to start a marketing campaign to stay ahead of the game. So, if you're looking to boost your marketing efforts but don't know where to start, here's a guide to your law firm's marketing success and driving quality leads to your firm!
Researching The Trends
Researching legal marketing trends is substantial and is the first thing you need to do before starting your marketing campaign. To build an effective and updated marketing strategy for your law firm, you should analyze surveys, reports, and any data related to your legal profession and your customers, including:
- Perspectives and visions of potential clients
- What makes legal clients want to hire an attorney?
- How do they look for legal services?
- What do they expect from a law firm?
Monitor competitors’ marketing campaigns to stay one step ahead, differentiate your law firm, and strengthen your USP. Nowadays maintaining a social media presence is fundamental in any marketing strategy by setting up Facebook, Twitter, and Instagram profiles to market your firm and determine what potential clients are interested in. Customer Relationship Management (CRM) is also a well-known marketing tactic that can significantly attract new leads. Most legal competitors are adopting a client-centered approach to marketing these days. Growing a legal CRM can create a perfect client experience, increase referrals, and help you maintain your competitive edge.
Unambiguity and transparency are also of utmost importance to legal marketing campaigns. Legal clients want clear, consistent messages, so you have to convey the right message throughout your marketing activities.
Identifying Your Target Market
Study your target audience. How will you reach them directly? Identifying your market will contribute to an efficient, targeted marketing campaign instead of starting a mass marketing campaign that will reach many people who are not potential customers and wasting your marketing efforts. Tailor your campaign based on demographics, mobile phone use, and locations of your audience. An effective thing to do is to monitor the platforms they frequently use, create a strategy built around reaching people who’re looking to hire attorneys, appealing to them, and generating website traffic for your firm. The team at https://www.consultwebs.com/ says that in this digital age, you need to invest in digital marketing services to help you streamline more leads, provide you with technical support, and boost your law firm’s growth. You also have to decide whether you want leads like a major drug case, a local personal injury, national litigation, or divorce. If you’re targeting a niche market sector with a high ROI, you can use a PPC technique - pay-per-click. PPC is a potent component of a law firm’s marketing campaign.
- It generates quick and solid returns on capital.
- It also offers you speed to target your potential clients instantly.
SEO and PPC both use keywords, but the difference between them is that SEO is the organic way to be ranked in search engines, meaning that it's manual and for free. While PPC puts your site at the top of the search results (below the organic results) the moment you run your ads, the catch is that you have to pay for it. You have to balance between SEO and PPC in your internet marketing campaign, whether you’re a well-established law firm or a new firm.
If you’re planning to dump all the marketing activities you have in mind on your office manager because she took a few marketing courses at uni, abort the mission. Especially if you’re still in a new law firm and don’t have a deep-seated marketing department, you must focus on your core competency - the practice of law. Because if you don’t provide exceptional legal services to be marketed, your marketing efforts will be useless. Besides, you may not have the time to focus on the day-to-day trivialities of the marketing campaign. In that case, it is worth it to hire legal marketing consultants to support your marketing efforts, help guide your decisions, and increase your brand recognition.
Measuring Your Campaign’s Success
Your marketing and advertising expenses should be linked to revenue growth to know whether your marketing campaign was cost-effective. Otherwise, you’d be wasting time and money. It’s said that what cannot be measured cannot be managed and cannot be improved. So, be regularly updated.
- Let your departments or your outsourcing companies provide reports on the numbers of leads from the marketing campaign.
- Evaluate your performance through other internal reports like income statements, profit margins, and ROI to measure the marketing strategy’s effectiveness.
An ROI stands for return on investment and is a significant performance metric used in the business world. If your ROI is high, it indicates that your law firm is performing well, and your marketing campaign took part in this eminent progress.
Reviewing Your Budget
Figuring out how much you’ll need to finance your law firm’s marketing activities is essential. Hold meetings with the employees in your firm, discuss the financial aspects, ask your accounting and finance people to provide you with forecasts and budget possibilities. Marketing and finance personnel have to coordinate together and decide how much finance is available to embark on the marketing plan and cover the costs associated with the campaign (paid ads, website development, marketing services, and more). Knowing how many marketing leads you can get will also help you identify your breakeven point and anticipate the campaign that will suit your budget. You have to look at the average marketing budget in the law field, set a benchmark to stay competitive. After you have done your groundwork and created a budget for your campaign, make sure to allocate your funds to the right marketing strategies to suit your budget. Watch your bottom line so that you don’t overspend and blow your budget.
A focused, thoughtful, and well-founded marketing campaign is key to move your business forward. Be pragmatic and realistic; seek help and measure your performance. Don’t forget your goals. By keeping your law firm’s goals in mind, you can integrate your marketing campaign with your overall organizational strategy, leading you to your desired outcome.
Posted 5 months ago by Allen Brown