It can refer to everything from public relation to cross-selling and advertising. It is a way to make your law firm brand more recognizable and to reach out to people who might potentially use your services.
Overall, legal marketing is tailored towards the specific clientele that a law firm is likely to work with. However, some attorneys hesitate to invest on it and they ask the following questions:
Is Marketing Worth the Hassle?
Since the legal marketing in the United States is huge, legal marketing will make you stand out. Thousands of new lawyers are entering the market every year so the field is really competitive. Therefore, the answer is: it is worth it!!
What are the latest and greatest legal marketing techniques?
Law firms used to be able to effectively advertise their services through local newspapers and fliers but now the legal marketing is changing. In order to establish brand recognition, firms across the United States are using innovative and new techniques such as:
Social Media Marketing: LinkedIn is currently the most popular social media platform for lawyers, with 57% of all law firms maintaining a presence on the platform. 35% of firms also use Facebook while 21% use Twitter. New customers can easily be reached through these social media platforms since they use them to discover new pages and engage with friends.
Maintaining a Web Presence: 70% of companies who maintain a web presence have generated new customers and cases through their website. By using content marketing, legal websites can drive traffic to their web page through search engines, attracting people who are looking for a very specific service in a specific area. Furthermore, social media can be complementary to the website, driving potential new customers to it. Studies have shown that 74% of people who visit a law firm`s website plan to contact the site and take action.
Local Commentary Through Social Media: For smaller legal firms, providing web content and social media posts that relate to important local issues are great ways to raise your profile. Social media users will be happy to follow a law firm`s page if they are providing information about local efforts. These pages will make people familiar with your brand, and they will remember you when they require legal services.
Paid Advertising: it means having your branding and messages shown on websites related to legal services. If a person is researching the process of filing for divorce, advertisements relating to divorce lawyers in their local area will automatically appear. This is an extremely powerful and efficient tool for both national and regional law firms. Also, social media platforms also provide advertising services. For example, Facebook advertising allows companies to pay for advertisements to appear on the timelines of people of a certain demographic. Choose the age, location, profession and interests of the people you want to target and your image or video will appear on relevant timelines. It is an effective form of advertising that requires no middle man!
Where to invest your marketing budget?
Studies have shown that by 2018, most law firms will be allocating around 35% of their overall marketing budget to online advertising methods. Search engine marketing is also taking up most of the online marketing budget with videos and banner ads being the most popular form of advertising for law firms. Social media takes up around 15% of online marketing spending, though this is also expected to rise. Overall, it is safe to say that legal marketing is largely turning to the internet to get results.