What are some effective law firm marketing strategies?

Marketing for law firm is often put in the ‘too hard’ basket. The aim of this blog is to help you get on the right road with strategies you need to be successful in marketing your law firm.

We understand the time pressures on law firms to service clients, let alone securing more clients. This is why we created the Roadmap to Law Firm Marketing, an eBook that summarises the key actions you can take to market your law firm. Our eBook provides you with an easy-to-follow framework to ensure your law firm marketing builds your client base.

When it comes to marketing a law firm, we recommend steps that guarantee success for your efforts. Knowing what and how to create successful marketing for law firms is a challenge when your focus is on providing the best service to your clients. That’s why advice from our law firm marketing team can save you time and increase your lead chances.

To learn more about law firm marketing strategies, download our eBook for the 8 steps we recommend for successful law firm marketing. Continue reading below for a summary of our recommended successful steps.

Avoid these law firm marketing mistakes

While marketing is omnipresent, it isn’t always effective. Good marketing requires strategy and skill and is a process that requires consistent efforts to effectively market a law firm. A trap many law firms fall into is what we term ‘random acts of marketing’. Some common marketing mistakes are:

  • Only sponsoring community events.
  • Relying on word of mouth.
  • Not having a presence on social media, or not posting regularly.
  • Focusing on newspaper or radio advertising only.
  • A lack of branding.

This inconsistent and ad hoc style of law firm marketing does not equal success, and to put it bluntly, is a waste of your money and effort. None of these law firm marketing actions alone will yield outstanding results. We recommend creating a marketing ecosystem to successfully yield results from your law firm marketing.

Building a successful law firm marketing strategy

Without proper strategy and process, your brand can suffer. When your marketing is ad hoc, your brand is lacking the consistency in execution that makes law firm marketing a success.  From our experience, the hardest part about marketing is developing a strategy. However, putting effort into starting and developing your law firm’s marketing strategy and processes will set you up for law firm marketing success. Your law firm marketing shouldn’t damage your brand, and by having the below as part of your strategy, you will be on the road to marketing success.

1.   Invest in your 24/7 billboard: your law firm’s website

Your website is advertising you 24/7. Regardless of your firm’s size, your website needs to be a priority when marketing a law firm. Your website is a multi-faceted asset: it’s a lead generator, a brand ambassador, a client resource and your number one marketing asset.

It is important to not only have a functional website, but also a secure one. If you have a website and are unsure how it’s performing, our eBook contains a website self-audit that you can follow to find out if your website is marketing your law firm to its full potential.

2.   Build trust with e-newsletters

Distributing quality content through a regular e-newsletter can have a cumulative effect on your law firm’s marketing efforts, with the potential to drive new and existing clients to seek your business. A newsletter is a way to engage clients for your services by gently prompting with reminders about legal services such as wills, estate planning or trust deeds. A regular newsletter sent to your clients is also a great opportunity to build brand awareness and allow your firm to be ‘top of mind’ when your clients do require your services.

3.   Show up on social media

With more and more people turning to social media to research products and services, you’re missing out on reaching new clients if you’re not showing up online. Be aware that it’s not just your potential clients using social media, it’s your competitors. 35% of lawyers who use social media professionally gain new clients as a result (SproutSocial, 2019). Ensuring those client leads find you, instead of a competitor, makes showing up on social media.

Making time for marketing

We recommend allocating time to your law firm’s marketing. How much time you want to spend on your law firm marketing depends on you, your level of expertise and your resources. If you need help starting, you can learn more about the important steps to take when marketing your law firm by downloading our eBook.

Our eBook highlights what kind of law firm marketing you need, and how to do it successfully. The best marketing for a law firm has a strategy behind it. Using gold-standard strategies, we recommend 8 steps to successfully outline a coordinated strategy to help grow your firm.

If you don’t have an in-house marketing team, you can leverage the expertise of professionals like us. Sometimes it makes sense to outsource some or all of your marketing activities, leaving your team to do what they do best. We work exclusively with law firms, formulating industry-leading marketing strategies for busy lawyers to help them grow their practice. In addition, we build, host, and manage law firm websites for optimum performance and conversion with the visitor and user in mind.

If you want more law firm marketing advice, get in contact and we can help build your law firm marketing strategy. You can book an appointment with Rachel, our National Client Success Manager, us or call us on 1300 881 811.

About the author
Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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