The legal industry market is no joke. It explains why you rarely find advertisements from law firms since they steer clear of flashy marketing campaigns that involve public relations and social media. They avoid all types of marketing tactics that push its boundary in promoting a business. As much as possible, law firms prefer a genuine and practical image for their potential clients.
But there is no denying that it is hard to stand out in the legal services sector. There are plenty of law firms that know all the tricks to gain a competitive edge and score more clients. That is why law practices need to look for ways to score ideal clients and stay on par with other top firms.
Effective legal marketing is knowing how to build a strong, visible presence to potential clients. Most of these prospective clients can only find you online, along with the top competitors. With this in mind, this article will discuss the history of legal marketing, its importance, and the strategies for building a trustworthy reputation. Take note of these lessons as you may find them helpful in growing a law firm.
The history of legal marketing
The legal field heavily relies on old-fashioned marketing methods and word-of-mouth marketing. It is very rare to find large, jazzy advertisements that promote discounts on attorneys for civil cases or low-price divorce and family lawyers. The world of legal counseling is filled with sensitive matters, and parading legal services may seem too tacky.
In the age of traditional marketing, using old-school promotional tactics was the suitable option for law firms, but you will never find them putting up flashy advertising in newspapers as it ruins a law firm’s credibility. A client may think that a law firm that depends on legal marketing may not be a good one.
One of the main reasons for the lack of legal marketing is the small number of law firm businesses. According to Tom Harley of Lawyers on Demand, the number of self-employed lawyers freelancing has doubled along with its market demand. In fact, there are more freelance attorneys than firms with lawyers doing multiple practices.
As a result, self-employed attorneys with fewer clients don’t have a bigger marketing budget to promote their practice. Instead, they rely on local communities and word-of-mouth marketing to score clients. While word-of-mouth is a proven marketing tool for standalone traders, a little marketing effort will still go a long way.
Importance of legal marketing
As digital marketing completely conquers the marketing industry, law firms are finally making marketing attempts. It is also important to note that law firms are just like any business; it needs to gain more clients and revenue to continue its operations. That is why growth should be a part of their business strategy to gain a credible status.
This is where the role of legal marketing comes in. While many law firms have been steering clear of marketing, they should also recognize its importance in growing their business through digital tools. As the legal marketplace becomes more competitive and law firms are starting their growth journeys, promoting your firm makes a big difference to stay afloat in the legal service sector.
But marketing a law firm doesn’t mean having a massive budget to launch a glitzy campaign with a popular celebrity. A scaled-down approach to legal marketing is possible while retaining a smart and professional image.
Marketing a law firm
Marketing a law firm makes it easy for potential clients to discover the qualities they are looking for in a law firm. First off, a law firm should be professional, secure, and talented. It is crucial to focus a law firm’s marketing tactics on these characteristics to establish a trustworthy and reliable image. Here are some tips for executing an effective legal marketing campaign.
- Target market—Any marketing campaign is useless if it doesn’t have a target market. Conducting market research is a vital part of a marketing campaign, as it will help you understand your target clients’ needs.
- Brand DNA—Establishing a brand DNA is important to any business. It involves the company identity, main objectives, core values, and the target clients. Having a brand DNA makes it easier to position a law firm in the minds of the target market.
- Marketing campaign—Once you established the brand DNA and target market, it’s time to focus on your marketing efforts. This is the part where you discover the best marketing tools that work for your law firm.
As the law industry market becomes more competitive, you have to work hard to find the best marketing strategies that will yield quality clients. Before your competitors outperform you, it is best to have a concrete marketing plan. Not only will it bring you more clients, but it will also enhance your credibility as a legal practitioner.