Your Go-To Handbook for Digital Marketing for Law Firms

By Nichole Naoum

Legal marketing is not something most lawyers like to think about, but it’s an essential part of running a successful law firm. After all, you can’t possibly practice law without clients.

Word of mouth is no longer enough to bring in new business. Law firms must continually update their marketing strategies to stay productive and profitable in today’s competitive landscape.

To help ensure your business is on the right track, we’ve put together a comprehensive law firm marketing guide with all the tips and best practices you need to grow your client base in 2022 and beyond.

Why You Need to Market Your Law Firm

The importance of effectively marketing your law firm cannot be overstated. As with any industry nowadays, lawyers need to market their firm to attract more business. After all, being a highly-skilled attorney is one thing, and being found by potential clients is another. You’ll need to shine a light on your firm to stand out and get noticed.

With strategic marketing efforts, your clients will not only recognize your firm by its name and for the services you offer but also help you rise above the competition. Law firm marketing allows you to reach your target audience long before they need help, so your firm is top of mind when they face a legal challenge.

Types of Law Firm Marketing

Since your marketing channels will determine your firm’s exposure and lead flow, you must choose wisely. Every law firm should have a good mix of channels, but that “mix” will vary significantly based on your firm’s goals and target audience. Here are a few of the most popular marketing types:

Content Marketing

Your potential clients can likely smell a slimy sales pitch from a mile. Content marketing can help you convince clients that your firm is the right choice for the job by showcasing how you can provide solutions to their pain points.

It’s also significantly cheaper than many other forms of marketing. Content marketing costs 62% less than traditional marketing methods and generates over three times the leads.

Providing relevant, educational content that positions your firm as an authority in your practice area will inevitably lead to increased conversions, extended site visits, better search engine rankings, and more.

Social Media Marketing

Social media marketing for law firms offers a valuable opportunity to engage with clients more personally.

But with so many platforms to choose from (Twitter, LinkedIn, Facebook, Instagram, TikTok, and live video streaming services like Meerkat), it can be challenging to know which ones will work best for your firm’s specific needs.

According to a recent ABA survey, LinkedIn was the social network of choice for lawyers, given its focus on professional networking. Facebook was the second most popular, with 54% of lawyers citing that their firms maintained an active presence on Facebook.

Mobile Marketing

If your firm isn’t focused on reaching mobile users, you’re losing out on valuable traffic. With mobile usage accounting for roughly half of an average person’s daily internet time, the rising popularity of these devices has transformed the way attorneys attract new clients.

Prospective clients no longer wait until they get home to begin their searches for legal help. Whether they need assistance with an injury claim, DUI, or divorce, they want answers right away. And fortunately, whether it’s guides, event agendas, or client training tools, many of the law firm marketing materials you’ve already created can be repurposed and delivered via mobile.

Email Marketing

There’s a reason why email marketing still rakes in the highest ROI compared to any other form of marketing. It’s infinitely customizable and provides an easy way to market to those already in your network.

As a law firm, you’re privy to information that your clients are eager to learn. Think company updates, regulation changes, educational materials, and everything in between. Sharing this information via emails and newsletters can help you better engage leads and existing clients.

Video Marketing

Did you know that 54% of consumers would like to see more video content from a brand or business they support? With over five billion videos being watched on YouTube daily, it’s a good idea to step up video marketing for your firm and get in front of the masses.

Not only is it a great way to communicate complex legal concepts, but video marketing will give your firm a unique personality, a necessary differentiator needed to stand out in a crowded marketplace.

Offline Marketing

While online networking is essential, good old-fashioned face-to-face networking matters too. Jared Correia explains how to make offline networking work for your law practice in today’s connected environment in this chapter from our ebook, “Offline Networking: Using Referrals To Grow Your Practice.”

He discusses the different types of legal marketing and referral sources, the benefits of referral networking, how to improve your elevator pitch, and more.

Setting Your Marketing Budget

Whether you pursue an online or offline marketing campaign–or a combination of the two–to plan for the future, it’s crucial to create and work within a budget.

The reality is that the amount of money you spend to market your law firm online will vary greatly, depending on where you’re located, what your practice areas are, and the types of cases you generally tackle. You’ll also want to look at your average customer spend and customer value before committing to a budget.

In a Nutshell

We understand that being a full-time attorney is challenging. But it’s crucial to carve out some time to build an effective law firm marketing plan to continue acquiring new business.

Creating a strategy tailored to the needs of your firm is the only way to achieve lasting success both online and offline. If you’re ready to take your law firm marketing to the next level, follow the above-outlined tips and download our free marketing checklist here.

Frequently Asked Questions

What is the best law firm marketing strategy?

There’s no one-size-fits-all approach to creating a law firm marketing plan. However, you can take a few basic steps to ensure your business is on the right track.

  1. Research your competitors: Look at the firms that cater to the same target audience as you. How are they speaking to client needs? What do you like and dislike about their strategy?
  2. Focus on branding: To set your firm apart, you need to establish a compelling brand that aligns with your business’s overall marketing strategy. Everything should be distinctly you, including your logos, social media posts, website copy, and the images you use.
  3. Create educational content: Before seeking a lawyer, your prospective clients are likely looking for answers. By providing high-quality content that answers their questions, you build trust and establish credibility.
  4. Share customer reviews: Testimonials from current clients can help those still on the fence feel confident about your services. Be sure to collect reviews by asking satisfied clients to share their feedback.

Who should law firms market themselves to?

Knowing your target market is a critical piece of the law firm marketing puzzle. If you want to get your message in front of the right people, you must identify your primary audience(s) early on. Examples of audiences include:

  • Past clients
  • Current clients
  • Industry contacts
  • Other attorneys
  • Media professionals

What are the benefits of marketing your law firm?

As a whole, a well-crafted law firm marketing strategy can lead to the following benefits for your business:

  • Strengthen your online presence
  • Reach a broader customer base
  • Increase brand awareness
  • Improve customer retention
  • Lead to higher profits

When should a law firm hire marketing professionals, and when should it outsource marketing services to an agency?

Your decision should be based on what your firm’s long-term goals are. Before committing to either option, you’ll want to consider factors such as time to production, cash flow, scalability, and expected return.

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