In any industry, marketing is key if you want to reach clients and customers. That being said, some areas of business are more competitive than others. A great example of this is the law industry since most people don’t have a relationship with an attorney before they actually need the services of one. Whether you’re a personal injury lawyer, provide legal counsel for multimillion-dollar corporations, or you’re a divorce attorney, the chances are high that you could use some marketing help to boost your roster of existing and potential clients.
That being said, marketing your law firm is easier said than done. Thankfully, the internet makes it easier than ever to get your name out there and compete with other law firms. Here are some tips for marketing your legal practice.
Spotlight your big-name attorneys
If you have well-known or recognizable attorneys as members of your private practice, it’s vital that you get their name, face, and reputation out there in your advertising materials. For example, Toronto’s Nava Wilson LLP has Malliha Wilson as a member of their senior counsel team. Malliha is known for her role as the Assistant Deputy Attorney General and works with the supreme court of Canada, meaning that her law firm automatically gets clout from using a marketing strategy that showcases Malliha’s expertise and pedigree. Her recognizable work with labor law and human rights with the Ontario government, as well as an investment management corporation of Ontario, makes her someone you implicitly trust with your complex litigation, boosting your marketing’s impact.
Use local search engine optimization
Especially when it comes to personal injury law, finding local clients is key. As such, when you’re working on search engine optimization efforts, make sure that you use keywords and take out Google ads that are within your practice area. If someone’s in a car accident in Fort Thomas, Kentucky, they won’t have much use for a New York City or Chicago-based personal injury lawyer. As such, you want to focus on boosting your local SEO as you plan your marketing campaigns. This will help you find potential clients in your practice area, ensuring that your leads have more impact.
Harness testimonials on social media
While online reviews on platforms like Yelp and Google My Business are a great way to build brand awareness, you can utilize positive online reviews on social media, too. Especially if you have a client who is willing to have a quote from their review and their picture used in social media marketing campaigns, you’ll be able to build trust with your audience by showing real personal injury clients. Video clips of their testimonials can be an even more powerful way to utilize video-first social media platforms like YouTube and TikTok—but video plays just as well on other social media websites like Instagram and Facebook.
Don’t be afraid to ask for help
Marketing strategies and running marketing campaigns can be tricky and complicated. Especially if you’re taking out Facebook ads, wanting to reach your target audience with video marketing on social media, buying PPC ads, and managing email marketing campaigns, there are a lot of marketing tasks to complete for any given campaign. Don’t be afraid to bring in professionals with experience marketing for personal injury firms or whatever your practice is. By working with someone whose area of expertise is focused on your legal specialty, you’ll have a much more efficient way to manage and implement various marketing tactics and increase engagement on your landing pages. Leveraging a firm with years of experience working with other injury lawyers means that your marketing efforts are going to be built on past successes, ultimately giving you more results.
