Law firms, whether for profit or pro bono, are ultimately businesses and like any other business, it needs good marketing to keep a consistent stream of new customers coming in. Here we are comparing digital and traditional marketing as a law firm. Law firms struggle with law firm marketing because most law schools teach prospective lawyers how to get picked and hired by law firms but very little about law firm marketing tactics.
You can’t afford to fall behind in today’s world, where everything is moving toward better options and competition is fierce. Traditional ways of advertising your lawyer or law firm may seem like they are working. Despite being “traditional,” there are more effective techniques for competing with similar service providers. This is digital marketing (you must have surely heard about it).
Building a Reputation
Word of mouth has limited effectiveness in the digital age. No matter how good the reputation of your business is, you wouldn’t be able to reach about 80 percent of your potential clients without digital marketing. Law companies, like any other business, must market themselves. The vast majority of this activity takes place on the internet.
Legal marketing that doesn’t work can waste money or hurt the law firm’s reputation. With the right approach, it’s easy to set up and use an effective marketing strategy that will help you bring in customers and build a good reputation for your brand.
Digital marketing is a broad term for a lot of different ways to use the internet to build brand awareness and grow a business. In addition to optimizing your law firm’s website, you can do several other things to build your online reputation and credibility.
An attorney’s digital marketing strategy may include:
- Search engine marketing (SEO).
- Pay-per-click marketing.
- Social media networks include Twitter, LinkedIn, and Facebook.
- Email marketing.
Having a Well-Maintained and Accessible Website
A potential client’s first impression of your firm is formed through your website. This is your chance to make an excellent first impression on potential clients that visit your website. Use photos and videos of high quality to show what services you offer and where your office is located.
Having a Social Media Presence
You must go where your target audience is to gain new clients through web advertising. This relates to social media in the digital age. There are many social networks to choose from, so you need to figure out which ones are best for your business and law office. If you plan your social media advertising well, it can have a big effect on the growth of your law firm.
Make the most of your writing abilities to help your legal firm thrive. Blogging and content marketing, in general, are excellent ways to build your brand and authority. You can use this material to demonstrate your knowledge of a specific industry.
If you can answer potential clients’ general questions in a way that helps them, they will trust and believe in you. Providing evidence that you are an expert on a particular topic increases your chances of being hired.
Running Digital Campaigns
Consider employing pay-per-click advertisements and campaigns to promote your legal firm’s website. This solution could also give your company the edge it needs over competitors to do better than them. When searching for a service online, roughly 65 percent of people click on Google advertisements, making it a viable option for attracting customers to your business.
Traditional Marketing as a Law Firm
Traditional marketing promotes products and services through platforms, channels, and strategies that only allow one-way communication. It combines several easily identifiable but costly advertising methods. Conventional marketing uses offline advertising like TV, radio, newspapers, magazines, posters, banners, and so on to reach customers.
The Core of Traditional Marketing
For a long time, law firms relied on traditional marketing tactics that included physical materials such as print advertisements in newspapers or magazines, business cards, direct mail, newsletters, and flyers.
Radio and television commercials, billboards, and even word-of-mouth are examples of traditional marketing strategies. The core of any traditional marketing strategy is keeping customers aware of your brand and building personal relationships with them.
Legal Advertising Methods for Your Firm
Even in the digital age, this type of advertising is still relevant. The presence of your company in a publication communicates professionalism and uniqueness. It is well known that older generations prefer to read classified ads rather than click on Instagram promotions. Consumers trust print advertisements more than any other type of advertising.
According to a survey, radio was listened to weekly by 91 percent of adults in the first quarter of 2020, more than any other medium. If a small law firm’s messages are clear and relevant to the people it wants to work with, it can get the right clients.
Corporate gifts are a great way to connect with customers and prospects. Books, notebooks, and even concert tickets can be given as gifts, such as the best custom pens. Whatever gift you choose to give, make it meaningful and personalized. Gifts may persuade potential clients to hire you.
Networking is more than just exchanging business cards at cocktail events to make new connections. It all comes down to making relationships and appealing to genuine human bonds.
Don’t only talk about yourself and your private practice or legal firm when you meet new people; remember to engage in some easy, ice-breaking conversation, even if it’s as basic as “Did you enjoy the appetizers?” After a few minutes, you should be able to discuss your job with your new contact, having formed a far more intimate bond.
Getting the Most Out of Your Marketing Strategy
There are many ways to reach your target audience and get new clients. This makes it easier to market your law firm than it used to be. Digital marketing is at the center of modern advertising, so you need to use the right digital marketing techniques to attract and impress potential customers. Traditional marketing may be a good idea depending on where your law firm is and what it does. Even in the digital age, people respond to billboard advertising.