There are five factors that must be taken into account in law firm marketing. These five factors are critical to the success of your law firm. Marketing works when it is done correctly. Focusing on these factors will ensure that your message resonates with your audience.
Law Firm Marketing Factor One: Relationship
You goal should be to develop a relationship with your client or prospective client. This means you have to have an extended conversation with them (or a perceived conversation). The prospective client needs to feel that you are sharing something with them. That something can be an experience, it can be news or it can even be trivia. Think of your marketing as what you would say if you were sitting down to speak with the client in person.
Law Firm Marketing Factor Two: Educational Value
Clients want information about their situation before they make a decision. They want to know what their options are. They don’t want to go to law school. They want to know, in regular language, how bad things can get and what a lawyer can do to help them. They want to know how to select a lawyer for their specific issue. They want to know the value of hiring a lawyer. In short, they want to be educated.
Law Firm Marketing Factor Three: Consistency
Your law firm marketing must consistently reach the target audience. It must be at regular intervals over and over and over. If you send out a newsletter, send it on the same day each week/month. If you host a networking meeting, host it on the same day at the same time each month. If you update your blog, do it on the same day of the week at the same time.
Law Firm Marketing Factor Four: Relevance
People must want to hear what you have to say. This means your law firm marketing message must be relevant to them. If your practice is focused on immigration law, you shouldn’t talk about personal injury cases. If you focus on trust and estates work, you shouldn’t talk about criminal defense in your marketing. You marketing must be relevant to your audience.
Law Firm Marketing Factor Five: Visibility
The right audience has to see your marketing. Your website can be great but if nobody visits it, it is worthless. Your article in the trade magazine can be compelling but if nobody reads it, it does you no good. You must pick media that is visible to your audience.
If you want to get the most from your investment in law firm marketing you must keep these five factors in mind.