If you are heading up a law firm, then you should have already made the decision to focus on a volume-based strategy (get as many cases as possible) or a quality-based strategy (fewer cases in a niche practice area or value range). Either way, you likely want more cases.
There are many ways to advertise your law firm and grow your reach, but all of them take a lot of time and knowledge.
To offer your services to a wider or defined audience, you need to have an effective reach. A solid marketing strategy and consistent implementation can raise your firm’s profile and bring you new client opportunities.
Last year the Coronavirus brought new strains on our judicial system, grinding it to a halt in some states and adding uncertainty to the future for many law firms. In this environment, any tool that can help your firm grow must be utilized. Simple and effective advertising is the perfect place to begin.
You will want to consider a few factors to ensure that you are making the right choice. These suggestions are just a starting point.
Without further ado, here is a selection of practical ways to simplify advertising for your law firm and achieve your goals with less effort.
1. Choose The Perfect Mediums for your law firm
The Coronavirus has changed a lot of areas of the law market, from the way lawyers provide their services to the way they interact with each other and the courts.
The pandemic also emphasized the need for a greater focus on digital marketing and advertising, as many physical stores and spaces had to close. As such, any law firm that wants to succeed needs to adapt and move a lot of its advertising and marketing online. Building a trusted online presence is essential to your firm’s ongoing success.
However, as the world reopens, you might want to consider alternative advertising spaces, depending on your audience. For example, if you provide local services, then you might want to use local radio advertisements. There are also print magazines that might still be popular with your target audience, so you should consider investing in adverts in them.
When you are researching advertising mediums, you should explore the options you have, the potential return on investment you could make, and more. Consider your potential clients and where they would want to see you so that you can choose the ideal advertising tools and solutions that will enrich your law firm and its brand.
2. Prioritize the Value of your marketing Over The Volume Of Content Produced
Marketing is all about making an impact by constructing a strong argument and not taking up more time than necessary. That is what lawyers love to do, so this should be a slam dunk! That being said, it is also important to understand the people you are targeting.
Arguable, creating a message can be done effectively in a short amount of time. The difficult part is ensuring that your message is reaching and targeting the right group of people.
Who are you targeting? Understanding your target audience will allow you to explore what type of message they are looking for. Once you have finalized this, it is easier to create a series of messages that target each of those groups.
Advertising messages can get lost in translation and damage a company’s reputation. Therefore, it is better to be as succinct as possible in how you communicate the services of your law firm, skirting negative appeals and off-topic subject matter.
It is far better to get your message across in a handful of words than bombarding people with an onslaught of text and overstuffed video content. In marketing, punchy statements and catchy turns of phrase are far more effective. At times people often associate law with complicated topics that they need specialists to understand.
Simplifying your message so that it can be understood by someone who is not from the same sector is the best way to proceed. This way the volume is not intimidating and often if it communicates your services effectively, you are more likely to draw in the right audience.
3. Outsource Complicated Tasks
Marketing is such a broad field of expertise that it is an industry all to itself, which can make it difficult to effectively manage alongside the day-to-day responsibilities of running your law firm.
There are many different facets of marketing and advertising, ranging from social media management through to radio adverts, Pay-Per-Click to magazine advertising, and much more.
When you are trying to build an advertising strategy for your law firm, you need to understand all of these factors and more, and then make an informed decision about where to spend your law office’s money, time, and effort.
You can eliminate these headaches entirely by utilizing top quality marketing service providers. Outsourcing your marketing needs will free up your time to focus on your core business while also giving you the peace of mind that your advertising campaign is in good hands.
Sometimes, expert help is simply the most sensible and effective route to take. You can review all the suggestions and still ensure that you are in control of the message being relayed.
It is worth finding a partner that has a good grasp of what you are trying to relay. They can help you to craft every aspect of your law firm’s marketing and advertising strategy and then implement it, so you can sit back and enjoy the results.
There are other ways in which outsourcing your marketing needs can boost your law firm’s management. Legal Back Office provides outsourced solutions that can plug right into the heart of your business, optimizing your web content through innovative SEO, PPC, and social media strategies.
They can even support helping you retool your firm’s brand identity. Their oversight helps you build the foundation for an incredible business. You can always depend on Legal Back Office.
4. Publish Favorable Facts
The best advertising comes from authenticated reviews and praise from past and current clients. Let your clients tell your story for you. Their reviews are a true reflection of the quality of your service. Nothing is more effective than word of mouth which reviews are perfect to help circulate.
Lawyers aim to make winning arguments and what gives weight to their words is the facts and evidence that they present. That is what sells their argument, and is the difference between success and failure. If you can apply that same critical thinking to your advertising, you will have a winning business campaign.
Every favorable statistic should be considered for publication in your advertising. Percentages of successful cases, client retention, positive client and partner feedback, and awards won – these things all build your firms’ credibility and say more about your firm than almost anything else. Let your firms’ facts do the selling for you.
By simplifying your law firm’s advertising strategy, you can save time, effort, and money, all while still reaching your target audience. It might take time, and some trial and error, but you should eventually be able to achieve your sales goals in a simpler, more effective way.
Use these tips to guide you through the process and give you inspiration for optimizing your law firm’s advertising strategy.
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