With a new year comes new opportunities and new challenges. Now is a good time to consider how you and your firm could benefit from emerging trends in an evolving advertising landscape.
Whether you are looking to stand out from the crowd or are just getting started, set yourself up for success with these eight pieces of advice geared towards elevating your law firm’s marketing.
Your success depends heavily on putting your goals in writing and connecting them to an ambitious, yet achievable, plan of action. Begin by identifying the goals for your practice and aligning the most effective strategies and tactics to get you there. As motivational speaker Zig Ziglar once said, “A goal properly set is halfway reached.”
If a potential client is interested in finding out more about you or your firm, your website is one of the first places they’re going to look. According to Law Practice Advisor, 70% of law firms have generated new cases through their website. Because it’s often the first point of contact, keeping your website presentable and up-to-date is essential in evoking a sense of professionalism and readiness to serve your clients. Unfinished pages and broken links can easily convince a potential client that you’re not ready to meet their needs. After all, if you’re not taking care of your website, how can you be expected to take care of your clients’ needs? Always be aware of any technical issues or glitches that occur with your website and fix them swiftly.
Your brand reflects your vision for the firm. It’s more than just a logo or tagline; it’s what you offer prospective clients and what your peers, clients and competitors say about your firm – and how your marketing materials support a comprehensive and cohesive brand strategy. This is an area where many law firms fall short, but when done right, it is one of your most effective marketing tools. See some examples of how we’ve helped other law firms tell their story here.
Video is a double-edged sword. While it is an effective way to get your message across (60 seconds of video equates to 1.8 million written words according to Forrester researcher Dr. James McQuivey), firms must be careful when producing promotional or informational videos. The majority of consumers are likely to have a negative perception of a brand that publishes poor-quality videos. Before attempting to shoot any footage yourself, do some research into best practices and techniques in order to get the most out of this medium.
Social media allows lawyers and law firms to accomplish advertising, branding and client development goals all at once. When the right social platforms align with your brand and target audience, you will attract a following, build credibility and establish your attorneys and your firm as thought leaders in your industry. Once you’ve figured out which outlets work best for you and your audience, develop content that will interest them and drive engagement. It won’t happen overnight, but when done right, social media can pay big dividends.
A little self-promotion every now and then isn’t a bad thing. Especially in our era of media saturation and non-stop news cycles, it’s increasingly difficult for attorneys to let their good work speak for itself. You can still garner attention among your most important audiences and referral sources while being tasteful and respectful. We even created a short video that offers seven tips for publicizing and promoting your verdicts, awards and recognitions.
Technology and new communication tools have changed how we connect with others – and how we conduct business. You might be surprised to know that, according to the ABA Legal Technology Research Center, 27% of consumers looking for a lawyer made their decision based on the attorney’s willingness to exchange text messages. Be aware and open to the ways that new technologies may allow you to better engage with your clients.
In the 20-plus years since we opened our doors, advertising has advanced in amazing ways. Back then, law firm advertising consisted primarily of printed brochures, ads in the Yellow Pages and tombstone ads in legal-centric publications. Now the industry is dominated by more targeted, integrated and content-focused media that amplify the voice and reach of all firms. This has leveled the playing field for smaller and mid-sized firms that were effectively shut out of the old model. One thing is sure: the advertising landscape will continue to evolve as new technologies are introduced. Be prepared. Our seven key observations and lessons from 20 Years of Legal Marketing may give you some valuable perspective on where we’ve been and where we’re going.
