If you’re overwhelmed by how to market your law firm and attract the right potential clients, rest assured that you’re not alone. We talk with a lot of attorneys here at Legalfit, and we’ve found that their marketing challenges fall into four categories you can likely relate to:
Finding the right prospects
Following up with said prospects
Outpacing the competition
Managing multiple marketing platforms
The good news is you don’t have to be a marketing expert to overcome these challenges. Read on to learn more about common law firm marketing challenges and gain tips to begin addressing them.
Challenge 1: Unfocused Marketing Produces Low-Quality Law Firm Leads
You can deploy any combination of marketing strategies to generate leads, but not all leads are created equal. Generating quality leads — in other words, attracting prospective clients who are the best possible fit for your firm — requires focused marketing.
This is a classic application of beginning with the end in mind. Before you run a single ad or post on social media, begin with a clear definition of your ideal client so that you can more effectively tailor your marketing strategies to reach and engage them.
Create an ideal client profile based on demographics, location, legal needs you’re best suited to support, and alignment with your firm’s values.
With this ideal client in mind, you can tailor your marketing to engage them through:
Precise messaging
Customized pay-per-click advertising campaigns
Strategic social media advertising
For example, Ruby Powers, a Houton-based immigration attorney who has successfully built her practice through strategic social media marketing, suggests being as specific as possible when communicating your firm’s practice area and legal services.
"Even as a lawyer, I sometimes get confused by how lawyers describe themselves,” she says. "What exactly does that mean they can do? It doesn't necessarily mean they do everything underneath a practice area umbrella, so be as clear as you can about what you offer and how you can help people."
Challenge 2: Inefficient Lead Follow-up Risks Lost Business for Law Firms
Thanks to the digital world we live in, people are accustomed to interacting with businesses on a nearly 24/7 basis, and they expect the same from your law firm. Prompt follow-up with leads is critical to engage with them and turn them into clients — otherwise, you risk missing out on their business.
Some simple adjustments to your website and intake process can help you follow up with prospects efficiently:
Customized web forms that gather relevant information based on your ideal client profile
Optimized client intake process that sends automated questionnaires to capture more detailed information
Live chat website feature to facilitate 24/7 engagement with prospects
Challenge 3: Competition Clouds Prospects’ Ability to Differentiate Law Firms
The legal market is saturated. With so many firms offering similar services, your potential clients need help understanding what you offer. Assessing your competition, identifying how you’re different, and highlighting your firm’s strengths can help you gain an edge.
This is your chance to strategically pull all the marketing levers that make the most sense for your firm.
Analyze the competition’s practice areas, services, and marketing strategies to determine how your firm stands out
Prioritize your website as your firm’s digital front door so you make a positive first impression with prospective clients
Optimize for local SEO to be found online
Establish your credibility through your messaging, content, and social media presence and engagement
Build your firm’s brand with professional visual elements — and apply them consistently across your digital and physical presence
When it comes to branding, take the opportunity to establish credibility, suggests Brian Bieschke, Creative Director at Legalfit.
“Your law firm’s brand is your first connection with potential clients,” he explains. “Your branding establishes your reputation before you even step into the room. So, a strong, cohesive brand sets you apart and helps you connect authentically with the clientele you want to attract.”
Challenge 4: Multiple Platforms Complicate Law Firm Marketing
Juggling multiple marketing tools, from websites to social media to paid ad platforms, can be overwhelming and time-consuming. Staying ahead of technological advancements across these marketing tools, plus understanding trends like SEO, pay-per-click advertising, social media algorithms, and content marketing, make marketing even more challenging — especially when practicing law is your priority.
Most lawyers and attorneys aren’t marketing experts, nor do you need to be. You can use other resources available to you to execute strategic marketing that produces the leads you need for your business.
Consider working with a digital marketing platform that specializes in law firm marketing. Leveraging the expertise and tailored services these platforms provide, along with their ability to understand your firm’s goals and craft marketing plans to achieve them, will set you up for sustained growth and success.
Get the Law Firm’s Guide to Marketing
Check out our latest resource, The Law Firm’s Guide to Marketing, which provides deeper insight into why digital marketing is essential for law firms, the common marketing challenges firms face, and how you can overcome them.
The guide to get an insightful roadmap of digital marketing for law firms, offering effective strategies to build your online presence, establish credibility, reach ideal clients, and grow your practice.
