Marketing strategy for law firms
Does your law firm have a marketing strategy?
Knowing which marketing works for your law firm and which doesn’t is an age-old problem. Unless they closely monitor where their enquirers found out about their firm, most law firms will rely on guesswork to decide why potential clients chose to pick up the phone to them. However, there are many reasons why your firm, rather than one of your competitors has received a phone call. Factors for making this decision include:
- Professional referral
- Search engine ranking
- Personal recommendation
- Online reviews
This is not an exhaustive list, but can you honestly say that you can confidently attribute a percentage of your law firm’s fees to any of these marketing activities? If you can’t, then a marketing strategy needs to be configured to measure where your clients are coming from. Then you can put a strategy in place to target more of these people using the channels that are actually working.
The right marketing message for your law firm
Once you know the marketing channels that work best for your law firm and its service areas, you will need to review which marketing messages are most effective when it comes to resonating with potential new clients.
When considering your firm’s visions, values and key messaging, you should look at the following:
- What is different about your firm?
- What does your firm do well?
- How does your firm do things differently?
In an article in the Law Gazette, two firms’ slogans stand out as both describing what the firms do well and what the firms do differently:
- Taylor Vinters’ slogan is ‘Lawyers who think like you’
- Mishcon de Reya’s slogan is ‘It’s business. But its personal.’
Communicating your firm’s marketing messaging
Now, combining where your most lucrative enquiries originate from with which messaging seems to work best, you can start to put a plan of action into place. Types of marketing actions that you may want to consider include:
- Website positioning
- Search engine optimisation
- Social media
- Email campaigns
- Thought leadership articles
Measuring your firm’s marketing success
How you measure how well your firm’s marketing strategy is working will depend on what types of marketing you are carrying out. If your main marketing strategy is to drive enquiries through your firm’s website, you can measure how well this is working by asking yourself the following questions:
- What are people searching for to find your firm’s website?
- What are people looking for when they reach your firm’s website?
- How many people are searching for these things?
- How many people actually find what they are looking for?
- How many people make an enquiry (via the website or over the phone, mentioning the website) after searching for something and finding it on your website?
Once you have a set of metrics in place for measuring how well your website is working for you, you can put a plan in place to make it work even more effectively.
Advice about marketing strategies for law firms
To speak to a marketing strategy expert about putting a strategic marketing plan into place for your law firm, contact Jess on 01858 445543 or via email at [email protected]. Your initial consultation is free.
Imagine being able to employ a team of marketing professionals – each with their own specialist skills. Well now you can. With legal sector experience and enthusiasm to help you tackle your marketing challenges, we have the team to support you.