Was your new year’s resolution to get more clients?
It can be hard to attract clients, especially ideal clients who are ready to hire you rather than utilizing you for free advice. The landscape for attorneys is quite competitive, and for a layperson, it can be hard for them to see through the noise and pick the right attorney for them! A lot of the time, it is a shot in the dark or whatever comes up first on their Google search.
That’s why it’s so important to stand out from the crowd by highlighting your expertise and making yourself very easy to find for your ideal clients.
Enter — Strategic Marketing….
Targeted Marketing:
Targeted marketing is the art of reaching the right audience with the right message. For attorneys, this means tailoring marketing efforts to resonate specifically with potential clients who align with their legal expertise and services.
For example, a family and divorce lawyer doesn’t need to reach single business people looking for a startup attorney. You want to market towards the correct audience.
Rather than adopting a one-size-fits-all approach, targeted marketing allows attorneys to hone in on demographics, locations, and legal needs that align with their practice areas.
Identify the Audience:
Begin by defining the characteristics of the ideal client. What legal services do they seek? What challenges do they face? This understanding lays the foundation for tailored marketing. By identifying ideal client profiles—or creating “client avatars”—you can be sure you’re sticking to messaging that will resonate with your target audience.
Then, develop content that speaks directly to the concerns and interests of your target audience. Whether through blog posts, social media, or newsletters, the goal is to provide valuable information that resonates with potential clients.
Gather Quality Leads:
When it comes to gathering clients for attorneys, the name of the game is quality over quantity. There’s no use in finding 100 “leads” if none of them will become clients. It’s more useful to gather 20 leads that will lead to 15 clients.
Targeted marketing focuses on attracting quality leads rather than sheer volume. By honing in on individuals or businesses with genuine legal needs, attorneys can enhance the likelihood of securing valuable clients who align with their expertise.
Build a Strong Presence:
These days, a billboard isn’t going to cut it. Digital marketing is what gets results.
That’s why it’s so important to have a strong digital presence online—a professional website, consistent social media presence, free content like blogs and articles, etc. All of these things work together to create a digital footprint, which potential clients will find and track back to you.
You want a website that looks like you paid someone to do it—whether you actually did or not. Not only does this project success, but it also better displays your areas of expertise and your bio as an attorney.
From there, you want to upgrade your corporate social media accounts with consistent branding (imagery, colors, voice, and messaging) so that your business voice is coming through. Interact with other accounts, share posts that you find interesting, and be consistent with posting so that the algorithms boost your content.
Leverage SEO:
Search Engine Optimization (SEO) is the key to unlocking visibility in the vast digital landscape. For attorneys, it means optimizing online content to rank higher on search engine results pages (SERPs) when potential clients search for legal services.
High-ranking search results are often associated with trust and credibility. Clients are more likely to choose legal services that appear prominently in search results, viewing them as authoritative and reliable.
Keyword Research: Identify relevant keywords and phrases that potential clients might use when searching for legal services. Incorporate these strategically into website content, blog posts, and meta descriptions to improve search engine rankings.
Local SEO: For attorneys with a local practice, optimizing for local search is crucial. This includes claiming and updating Google My Business listings, ensuring consistency in NAP (Name, Address, Phone Number) information across online platforms, and incorporating local keywords.
Quality Content is King: Search engines prioritize high-quality, relevant content. Attorneys should create informative and valuable content that addresses common legal questions, concerns, or updates in their practice areas.
Mobile Optimization: With the increasing use of mobile devices, ensure that your website is mobile-friendly. Google considers mobile-friendliness as a ranking factor, and it enhances the user experience for potential clients.
It’s not necessarily easy to master SEO if you’re not familiar with it, but investing some time is incredibly important if you want to stay competitive with your marketing efforts.
Measure Results:
You’ll want to incorporate analytics to see what works for you and what doesn’t so that you don’t burn yourself out on strategies that aren’t serving you.
That can look like using Google Analytics, a comprehensive and widely used web analytics tool. It provides detailed insights into website traffic, user behavior, and more. Attorneys can track the performance of their online content, understand user demographics, and measure the impact of marketing campaigns. That means looking at website traffic, click maps, and bounce rates, for example.
Save Money:
Instead of casting a wide net, targeted marketing allows for more efficient use of resources. Attorneys can allocate their marketing budget towards channels and strategies that have a higher likelihood of reaching and resonating with their ideal clients.
In summary, targeted marketing empowers attorneys to be strategic and intentional in their outreach efforts. By understanding their audience, crafting tailored content, and utilizing efficient strategies, attorneys can enhance their visibility and attract clients who are not only interested in their services but are also more likely to become long-term, satisfied clients.
Consider Outsourcing:
As an attorney, you want to spend your time doing what you do best—practicing law and working with clients, using billable hours. You don’t want to spend your precious time learning and mastering the art of digital marketing.
By outsourcing your marketing needs, you can spend more time doing your work with high quality leads, delivered to you by marketing professionals trained to locate your ideal clients.
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Written by Jordan McAndrew