In almost every industry, marketing is difficult. Companies invest a lot of time and money to market their brand, and they obviously want a return on their investment. Digital marketing has made it easier for many firms to reach larger audiences. Brands can now communicate with individuals all around the world with ease, and often for free.
In the legal marketing industry, however, the situation is different. Unlike other businesses, legal marketing focuses on a more serious and specialist clientele. Firms must be cautious when targeting audiences in order to protect their brand’s reputation. The setup is difficult, especially in today’s fast-paced digital age.
Three marketing issues that law businesses face have been discovered by our digital marketing firm. Here’s how to deal with them.
Branding Strategy That Isn’t Up To Snuff
When it comes to branding, law companies aren’t the best. Some even make the mistake of resembling their competitors, causing clients to become confused and their brand to become less recognisable. Sure, legal practitioners have a lot more on their plates than just branding. However, it’s critical to recognise that branding is a crucial aspect of marketing.
What additional aspects of branding can law firms focus on to appeal to more clients besides a memorable logo and a well-designed website? Here are a few famous examples:
Color and tagline for
Keep the colour scheme of your website, office, and marketing materials consistent. Choose two to three colours that best represent your firm so that clients can quickly recognise it. It also helps to have a catchy yet professional-sounding tagline. It should be posted on your website and social media accounts.
Branding isn’t only about words and pictures; it’s also about how you treat your customers. Listen and interact with your clients with respect and poise, from preliminary meetings through court dates. If at all feasible, teach your personnel in customer service so that they can represent your company in a professional yet personable manner.
Partners And Accomplishments
What is it about your company that you are most proud of? Is it because of the impressive list of partners? How many cases can you close in a year? Or perhaps the ability to get the greatest possible results for your clients? Whatever they are, make sure to publicise them so that clients are aware of your firm’s efficiency and success. Send out press releases and make a page on your website dedicated to your company’s accomplishments.
Inadequate Client Education
In every industry, consumer education is critical. Lawyers, on the other hand, frequently overlook the importance of integrating instructional content in their marketing and advertising campaigns. Clients of law firms are similar to common consumers who want to know the value and benefits of the product or service they are considering purchasing. When confronted with difficult problems, they seek knowledge and understanding.
In today’s digital marketing sector, there are plenty of opportunities. When introducing a topic or illustrating a point, law firms can use blogging and social media. Lawyers can create a healthy relationship with future and existing clients by sharing instructional content. It also strengthens their knowledge and promotes communication.
To begin, consider the following content marketing strategies:
Start Your Own Blog
Your company’s credibility will not be harmed by having a blog on its website. Instead, it will increase website traffic and attract more customers. Choose a free, configurable, and simple-to-use blogging platform and hire an experienced web developer. One of the most dependable content management systems available today is WordPress.
Don’t Ignore SEO
You should engage in SEO services for lawyers if you want to increase your website’s online rankings. A effective SEO plan will put your website at the top of the search results, increasing the visibility of your legal practise. List your practise on Google My Business and use keywords related to your services.
Publish a Variety Of Legal Content
Other forms of educational content, in addition to blog pieces, must be published. Produce products such as white papers, eBooks, infographics, and films, and distribute them via social media and email newsletters to highly targeted audiences.
Failure to Create High-Quality, Engaging Content
So, you’ve got a blog where you post instructive information on a regular basis…
The issue is, how can you pique the interest of your audience? Law is a difficult subject to discuss. Some people find it boring and difficult to comprehend. How do you sell your legal services when clients aren’t interested? This is a dilemma for law companies that want to attract a varied audience. How can you establish credibility as a law company if your content—or, worse, your website—is boring? We’ve put together a list of three easy but effective techniques to engage your audience:
Have Experienced Writers Recruited
Hire competent and experienced writers to ensure the quality of your material. Having a dedicated team of writers allows you to focus on other elements of your business while also giving you more time to conduct research and conduct interviews.
Find a writer who has experience with legal marketing; bonus points if he or she is also familiar with SEO marketing. If you’re on a tight budget, consider employing freelancers who charge by the hour.
Style And Tone
Throughout your content, you must maintain a consistent tone and style. Clients should be able to recognise your company just by reading an article or skimming a social media post. Create a branding and structure style guide for writers and designers to follow. For a more personalized marketing plan, let your company’s voice support the message of your content.
Making Use Of Visuals
Do you know that pictures are preferred by 40% of people? Photos and videos can help to convey information in a more engaging manner. They help people remember and absorb large materials and eBooks. Visuals should be a part of your content marketing strategy. Stock photographs are acceptable if they complement your message and brand. Illustrations, on the other hand, have a more contemporary and bright feel to them.
It might be difficult to market a law company. From branding to content and engagement, legal marketers must keep their audience in mind while maintaining their firm’s legitimacy. Don’t be scared to experiment with different marketing methods. While you’re at it, become an industry expert and amaze your clients.