Planning a Successful Law Firm Marketing Strategy

By David Sahly | Marketing Strategy

Nov 23

When developing a marketing strategy for your law firm, you will have to try a variety of things. It will involve trial and error as you find what works and what doesn’t.

Ultimately, don’t be afraid to try new things and experiment; keep what works and ditch whatever doesn’t, tailoring your campaigns to fit what your audience wants.

In order to do this though, you’ll want to follow a few basic tips and strategies to make sure you establish a secure foundation for your law firm marketing strategy.

Here our are top suggestions to make sure you start off on the right foot!

Content

Any marketing campaign needs some form of content, but with digital marketing for your law firm content will be the most important factor. In order to make sure you remain relevant and consistently engage, you will need to regularly post content.

The first step will be to create lots of content. Think about interesting posts and make sure you stick to your law firm’s target market.

It doesn’t matter what you think will work, whether it be blogs, articles, e-newsletters, infographics, podcasts, videos, or virtually any other type of post.

Try things that you think will fit with your niche market and offer your followers content. See what works and stick with it.

Creating useless content will set you back. Focus on creating real information and some promotion, and you will prove your worth. Aim to create a good user experience and value so that they actually want to come back.

Local SEO Strategy

For law firm marketing, being found in your local area is critical. Therefore, having a local SEO strategy for your law firm marketing is extremely important.

You will want to make sure that you come up in search engine results high for your local area, and will want to optimize your page to ensure you come back as the best result in your area.

a sign post with marketing and strategy on street like signs

The best way to do this is to search engine optimize (SEO) your page through local SEO practices in order to make sure you are found in your region. That way, when people are looking for a law firm in your area that specializes in your niche market, they’ll find you first.

For any local law firm, you will definitely want to register your business with Google Search and Maps so that you will be easily found in your local area by a simple Google search.

Registering with Google+ will also help you get searched and will also verify your law firm and ensure that customers get the right information about your law firm’s practice.

Social Media

Social media is not a place to make a hard sell to your customers in most cases, but it should still be a major part of your law firm’s digital marketing strategy.

The best way to use social media as part of your law firm’s digital marketing strategy is to engage with your current and prospective customers through promotion and information.

Random tweets about what type of coffee your office drinks may be interesting and help personalize you, but if you’re using your social media platforms for that alone, your law firm marketing campaign won’t flourish.

In order to have your current and potential customers loyally follow you and engage with you on social media, you need to create value, meaning, and purpose in your content. This will make people enjoy and engage with the material, and most importantly – come back for more.

Using social media as a tool to listen to what people are saying about you is also important. You’ll have to see what types of content suits your law firm’s audience best, but you should try sharing and posting articles, infographics, white papers, videos, and potentially even memes.

Scheduling Content

For law firm marketing, ensuring a routine and regimen for your posts and digital marketing campaigns will allow you to maintain an air of professionalism and punctuality.

Plan and schedule posts in advance and have them automatically post when you want them to. This way you never miss a post.

We’re not saying that you have to stick to the basics and be bland, but based on law firms and their aim at professionalism, it’s a good idea to stick to a schedule and try to project that in your brand.

Composite of Clock and Calendar

You can still be creative and fun, and do with your law firm’s brand what you want! Trying new things and stepping outside the box can potentially be advantageous and gain you support.

You can come up with scheduled posts for the entire month and have them set and ready to go. Then leave it for the month and plan for next month.

We’d suggest using the scheduled posting how it works best for you, and sometimes scheduling well in advance would work best. However, we recommend being able to adapt as things come up.

If current events are something that matters to you and your firm, make sure you do one each week and schedule it using social media software. If you have it done each week and schedule the post to go out on the following week, you’ll never miss your scheduled post.

Laying Your Law Firm Marketing Foundation

The core of any digital marketing strategy for a law firm should be creating valuable and meaningful content that your user will appreciate.

You need to give them something they want, that will boost your authority and credibility, and that they will come back for.

Scheduling your content and publishing based on a routine will help build a pattern and regimen for your followers, which will help boost your following.

A local SEO strategy will be extremely important for your law firm’s strategy because it will make sure your audience can find you in your area.

Social media will help create engagement with your followers and prove that you are active in your field.

By commenting on current events you prove you are up to date on current issues and that you are an authority in your field. By using all of these together, you should be able to lay the foundation for a successful law firm marketing strategy.

About the Author

David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.

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