With over 1.3 million lawyers in the United States of America, attracting clients can be quite competitive. The rise of virtual lawyering and e-lawyering has introduced more options for consumers looking for legal advice and made it even more important that legal practices invest in digital marketing. To begin differentiating themselves, lawyers must choose a niche market- and the right marketing tactics to go with it.
Build And Share Your Client Profile
Unless you know and understand the customers you are targeting, your marketing strategies will not be as effective. In any business, doing your research and understanding your target audience is crucial to your success. In OnBrand’s Magazine State Of Marketing Report, 72 percent of businesses realized the importance of knowing their buyer’s personas and forming a connection with them.
To create a successful client profile, take a look at your existing client database or past cases. If you can, reach out to past clients and try to identify common characteristics behind their cases. Are they of a particular age or location? Were the details of their cases or backgrounds similar? Do this to develop a clear idea of what your ideal client looks like and what your firm offers to them that other legal firms do not. Once you can identify a recurring need in your target market, you amplify your ability to satisfy that as their lawyer- one of the most effective marketing tactics.
Speak The Language With Directed Marketing Strategies
Niche businesses should also develop a marketing plan that is aimed at their clientele. To do this, lawyers must find the right marketing channels used by their target audience. This requires learning everything you can about your chosen market- from their frequented social media platforms to their topics of choice or professional associations. Many experts recommend using a mixture of paid and free marketing channels including search engine optimization, content marketing, and social media ads.
If you do choose to use content marketing, ensure it is tailored to answer questions your target audience may have. For instance, employees enquiring about workers’ compensation often research questions like: Are they still entitled to workers compensation if the accident was their fault? What compensation can they get from a worker’s employee injury claim? Utilizing SEP practices in your content will also increase its visibility and rankings in organic searches. Some resources that can help grasp content marketing and SEO in the legal industry include:
- Forbe’s Content Marketing For Law Firms (Hint: Legal Content Doesn’t Have To Be Boring)
- Law Firm SEO: How to rank #1 on Google and,
- EConsultancy’s 3 Examples of Effective Law Firm Digital Content Marketing
Get The Right Client Reviews Out On The Right Platforms
Customer reviews continue to be one of the most powerful marketing tools- regardless of the industry. According to Testimonial Engine, 72 percent of customers read reviews first before making any purchasing decisions or actions. For lawyers, this statistic jumps to 83 percent. Getting your past clients to give a glowing review is one of the easiest ways to get your legal practice noticed. Client reviews should target specific lawyer feedback sites and forums like Google layer reviews, Avvo, and Yelp.
It is not enough to choose a legal niche as a lawyer, you must do everything to make your practice visible to the right people. Many lawyers have the misconception that the only case they need to win is in the courtroom. However, it starts long before then- with winning over clients. With the right niche marketing tactics, you can do just that.