The Ultimate Guide to Law Firm Marketing Strategies in 2024
As a law firm, you should have several marketing strategies in place that can help you get more clients and, more importantly, the right clients. The right marketing strategies can also help you be the number one law firm, not only in your area but also within your niche or area of expertise. Read on to learn more.
Assess the Main Problem: You Are Not Number One
The main problem that is preventing you from standing out as a lawyer or legal expert within your niche is So, the main problem is that most people tend to browse Google whenever they want to find a good lawyer, and they don’t have a connection to any lawyer. If they do know a lawyer or someone recommends a lawyer to them, then they certainly won’t open Google to do what is needed.
But – the main problem is that if your company is not ranking in the top five results, then you have a problem. Also, even if you are in the top five results, the algorithm is constantly changing, and other companies can outrank you. The ideal place you can be in is the number one place.
Problem Number Two: Most Law Firms Run the Same Ads
Most law firms run ads on Facebook and other platforms. If you assess the ads, you will see that a majority of these ads are super generic. If you look at them, you cannot really tell that all of these ads are from different lawyers. If you look at the pictures, you will notice that they are just stock photos that agencies slap together and then post as an ad.
This advertising style might work out to a little extent and get you some results – but people won’t be really driven to your lawyer’s company. People could be looking at your law website to compare you with other law websites regarding fees and whatnot.
The Ultimate Solution: Build Yourself As A Brand
If you truly want to stand out from the pool of other lawyers, one thing you must do is build a brand. It is important to build and establish a brand to help in setting one apart from other law firms. The foundational step towards building a brand is that you need to educate the market first. You must be the lawyer out there who is a brand.
Write and Post Valuable Content
You can go on social media and actually make valuable content where you actually solve problems for people. You can give them tips on what to expect in a trial. If you are a personal injury law firm, you can educate people on what happens after a car crash. If you are a divorce lawyer, you can provide useful tips and write how-to guides about what to do when you get divorced.
Similarly, you can provide useful tutorials on how to make an estate plan or a tax plan. It all comes down to creating value and building yourself up as a brand where it is all about authority. Once you put in the work and build a name, people will actually know you, and they will flock to you.
The Perpetual Wheel of Branding
You might as well refer to this as the perpetual wheel of awesomeness, which is actually quite simple yet highly effective. What you will be doing is posting educational content, which will lead to a branding effect and make it easier for you to sell your services. Once you start selling, you will be paying less for client acquisition – but you will be getting more clients and making more money.
Once you have a branding strategy that works for you, your target audience will be calling you and wanting to work with you as they will see you as a trustworthy source. You can also work closely with a marketing company, such as GAVL Marketing, that is exclusive to law firms like yours and will write high-quality content for you as well as improve your website design, making it more user-friendly, etc.
What You Can Do to Move Forward as a Brand
There are several crucial action steps you can take to land more clients as you will be emerging as a brand.
Publish Short-Form Video Content
You might want to start with creating and publishing one piece of educational content daily. Preferably, you should start with short-form video content that you can place in the last section of your website where you want to answer people’s questions.
It is actually quite easy to produce those short-form videos. All you need to do is set up a camera, crate those videos, and then proceed to post one video per day. Your goal should be to post five video content per week. In the beginning, you will want to get a lot of volume out until you know exactly what works and what doesn’t.
Publish Long-Form Content
Apart from the short-form video content, you must also focus on creating one valuable piece of long-form content every week. So, we are talking about seven pieces of short-form content per week and one piece of long-form content every week.
This shouldn’t take you more than three to five hours per week. On that note, if you don’t have three to five hours per week to invest in your branding and marketing, then you should assess how you structure your work and what your long-term vision for your law firm is.
Understand the Trending Topics
When it comes to publishing valuable short and long-form content, you must certainly be aware of the top trending topics. You can get an idea by assessing the questions that people are asking on Google or the questions that you are answering over and over again. Understanding the subjects that you will be creating content around is exceedingly crucial.
Besides, you should also focus on your personal wins and create content around your personal life as well as on clients. Subsequently, also take notes of the winning creatives that people like and comment on. That particular content can be utilized in your advertising tactics.