Have you just started a law firm or an independent practice? Then you must be looking for ways to promote your agency and grow its client list. This objective is not very different from that of a large firm but the challenges faced by both entities are markedly different. The biggest challenge professionals looking to market small law firms face is small budget. In this post, we are discussing how sole practitioners and small firm owners can effectively promote their practice within their limited resources. Even if you do not have the budget to hire professional legal marketing services, you can implement these ideas to create a framework for promoting your firm. This will help in building your reputation and finding new clients.
1. Use A Differentiating Factor To Build Your Brand
Small firms need to build their brand by positioning themselves as different from their competitors. You need to identify differentiating factors that help you stand apart from other agencies in your domain. For instance, if you run a personal injury law firm, then you can handle cases related to medical malpractice, construction injury, vehicle accidents, workers’ compensation, etc. Now, you can start by focusing on only one service area and within that segment, you can target a specific type of audience. Let’s say you choose workers’ compensation and focus on only the workforce employed in the chemical industries in your location. You can offer services that have been customized for the selected audience like flat fees for a specific period. This will help in creating a distinct identity and building a strong user base.
2. Set Definite Goals For Your Marketing Plan
Small practice owners must set definite goals for their marketing program. Many attorneys start by thinking that they will try to generate as many new clients as possible. This is an incorrect approach as it does not allow them to assess whether their investment has been fruitful or not. Set a specific target like you will acquire 100 new cases in the next 6 months. Now, if you already have “n” number of cases in hand, then setting a goal gives you a clear idea about how many new cases you must get each month to achieve your objective. This helps in knowing how much extra effort you need to put in and what kind of resources it will require.
3. Define A Budget For Your Program
This is one of the most important tips for professionals who are looking to market small law firms. Most of them earmark a budget right at the outset when they do not even know the kind of audience they are targeting. Budgeting must be done only after you have defined your objectives. This will give you an idea about the activities that will be needed to be undertaken for promoting the practice. Once you know what exactly needs to be done, it becomes easier to calculate the expected cost of the entire exercise. Divide the budget into different parts based on various marketing activities. For instance, set amounts for SEO, PPC, display advertising, content marketing, social media promotions, etc. This will help you in calculating the exact amount of money you spend on each initiative for generating a new lead.
4. Create A Powerful Website And Devise An SEO Strategy
Your law firm’s website forms the bedrock of your digital marketing program. Along with it, an effective search engine optimization (SEO) strategy will help you compete with the best firms in your segment. Hire a reputable web development company to build a responsive website. Your interface must contain elements like prominently displayed contact information, effective lead generation forms, efficient navigation, captivating attorney profiles, etc. These elements are vital ingredients of any law firm website. Devise a plan to optimize it for search engines. Research your audience to identify the search terms they are using. Then choose keywords that have high search volume but low competition. Ensure the title, meta description, and the content of all the pages are optimized for these phrases. Create listings on Google My Business and other resources including local online directories. This will help improve the online presence of your website and bringing in high organic traffic to your website that will have a good potential for conversion.
5. Regularly Publish Valuable And Interesting Content
This is one of the most generic pieces of advice that lawyers hear regularly. However, small law firms can reap rich rewards if they understand the definition of valuable and interesting content. Let’s say you are a divorce attorney. Now the internet is full of blogs on tips to get a divorce. Even your main competitor may have published one. You can also post an article on divorcing tips but make it different and more interesting by offering value to the reader. Create a post on how to get a divorce without spending too much money. This will definitely attract eyeballs and give you much-needed exposure.
Attorneys must use the suggestions discussed here to market small law firms and solo practices. These ideas will help them slowly but surely build a strong reputation and establish themselves in their niche.