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January 29, 2020

12 Creative Marketing Ideas for Law Firms

It’s 2020, folks. And that means there’s no longer an excuse for lack of a digital marketing presence, regardless of industry. While https://www.webmerge.me/solutions/legallaw has traditionally been more conventional in its approach to marketing and digitization, it’s not as heavily regulated as peers like government or healthcare — meaning the sky’s the limit for legal marketing in the new decade. 

Where to start? There are a number of “quick wins” your law firm can make in terms of marketing that are as creative and savvy as they are informational and professional. Here are four key areas your law firm’s marketing and communications team can start working on for better brand presence, lead generation, and community engagement.

1. Dominate the Inbox 

Email is that “oldie, but goodie” marketing tactic that’s been around for awhile, but is simple and effective enough to still produce tremendous results. In fact, 60% of marketers say email is their biggest source of ROI despite the onset of new and emerging marketing tactics. Perhaps your firm already has an email marketing plan in place. But achieving success takes a lot more than emailing a standardized message to an outdated list of subscribers. To revamp your legal email marketing, try:
  • Cleaning your subscriber list. Delete duplicates, remove unengaged subscribers who haven’t opened emails in years, or even conduct a “re-opt-in campaign” to start fresh with a fully engaged subscriber list. 
  • Send emails on a regular cadence. Don’t let another six months go by before you connect with your potential clients. Create an email marketing calendar and plan out your campaigns/sends ahead of time, whether weekly, monthly, or quarterly. 
  • “Forget the fluff.” Go the more personal route by sending text-only emails from your tenured partners. This creates a more one-on-one feel (like a personal email between friends) and allows the readers to focus in on a particular message (i.e. “Call us today.” or “Refer a friend.”)
  • Build a newsletter. Email newsletters are a great way to notify subscribers of happenings in your firm and keep them connected — so they remember your name when they need an attorney down the road. Don’t think your firm has enough to say in a newsletter? Even plumbing contractors and electric companies have email newsletters these days, where they connect with the community about their team, upcoming events, industry-related tips, and more. There’s plenty to engage your base with!

2. Rule the SERP

Legal terms are some of the most heavily congested internet searches out there. But that doesn’t mean you can’t dominate search engine results pages (SERPs) for terms in your practice’s specialty or geographic location. Phone books have been dying a slow death over the past decade, and ⅓ of potential clients now start their attorney search online. So failing to participate in internet search results just means your competition is doing all the talking. Start investing in (or amp up) your:
  • SEO. Seventy-five percent of people never go past the first page of search results. To get noticed, you need to be ranking among the top search terms in your area. Search engine optimization (SEO) works by creating web content that’s chock full of common keywords potential clients would use to search so they are organically directed to your site. Conduct regular keyword research (or invest in an agency to do this for you) to keep an eye on Google’s algorithm updates and the terms that are most relevant for your firm. 
  • Google Analytics. There are a number of other search-related metrics you can be monitoring and improving via web analytics, including (but certainly not limited to):
    • Increasing time on page(s) or site
    • Reducing bounce rate
    • Optimizing for mobile
    • Link building with credible sites
  • Pay-Per-Click (PPC). Pay for your search traffic by running a Google Adwords campaign to bid on key search terms that will position your content “above the fold” for your potential clients’. To be effective, choose terms that are impactful to stand out against the competition. If you’re already have a PPC plan in place, consider going after long-tail keywords or targeting specific zip codes. 

3. Reinvigorate Social Channels

Still think social media isn’t for your firm? It’s not out of the question for a law practice these days to have engaged followers on social media. (After all, it’s 2020 — social media has made even the most bizarre and mundane topics interesting!) But simply having a Facebook page isn’t enough anymore. You must be where your prospects are, engaging them with content that reminds them of your practice when they need it most. 
  • Post regularly. People can see right through corporate social media pages that just “check a box” on the marketing list. Stay relevant and connected to the community by creating a social media calendar of content, planning for upcoming campaigns, responding to comments, and inviting engagement at every turn. 
  • Explore new channels. Go where the prospects go. A LinkedIn page is mandatory if you’re targeting businesses and professionals. Nextdoor hosts millions of people involved in neighborhood life. Even Instagram could be relevant if you’re targeting influencers — or just have a fun office culture to highlight. 
  • Dabble in video. Video isn’t just for tech-savvy industries anymore. YouTube usage has skyrocketed in the past decade, and Americans consume more video content than content from any other channel. Post videos that humanize your firm’s brand, including commercial-style overviews (like this), behind-the-scenes looks at your office, guest lectures from your attorneys, fireside chats, etc. 


4. Optimize Content

A website that’s full of great content is the price of admission for every other tactic on this list. Why invest in promotion if you have nothing to promote? This includes building out your website’s homepage, services pages, about/history, and others that receive high traffic from curious prospects. In addition, look for opportunities to optimize your:
  • Inbound marketing program. Law firms must generate leads just like any other service company or B2B organization. Your most prized content (and subsequently your mindshare) like research papers, case studies, or other longer form works are your assets, meaning you can be putting them behind forms to entice interested parties to contact you. But remember: people can sniff out phony content a mile away, so make sure the pieces you gate are true thought leadership that invite connection and conversation with potential clients. 
  • Landing pages. Landing pages are single pages that appear in response to clicking an ad or other external link in order to invite visitors into your site. A strong landing page can be the difference between mere site traffic and more paying clients. These pages are most likely the prospective client’s first look at your organization, so review your existing landing pages: are they clear and concise? Do they explain what you do? Do they ask the reader to take further action to connect with you?

Overwhelmed? Don’t Be.

With these tips, you can easily digitize your legal marketing plan. But the transition will not be quick or easy. With copious case notes and legal documents, law firms are notorious for being heavy paper users. Paper is neither reliable nor cost effective when it comes to security or file management. Is 2020 the year you finally invest in law firm marketing automation? Formstack Documents turns your firm’s contracts, agreements, forms, briefs, and more into visually appealing documents you can share with colleagues and clients with the utmost ease and convenience. We’re so sure you’ll love it, you can try it free today

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