December 12, 2019

Law Firm Marketing Tips for 2020 (Part 2)

Last month, we wrote about 5 law firm marketing tips for 2020. Today, we will share five additional tips to help you complete your firm’s 2020 marketing plan.

Review and Analyze your Website Analytics

Your website is a great place to start when looking to improve your marketing efforts. After all, your website can give you a chance to inform and impress potential clients. After your website is refined and live, tracking the site analytics can provide you access to a wealth of valuable information. To begin this process, start using Google Analytics.

Using Google Analytics, you can learn about who is visiting your website, how they are finding your site, and which pages they are visiting. This data, along with all the other information available about your website, can be used to adjust your website accordingly and reach more potential clients.

Invest in Public Relations

Having your firm mentioned in a prestigious publication offers valuable exposure. Creating a public relations network for your firm will provide opportunities for your professionals to be quoted in mainstream articles and get your firm’s name out there. Getting one of your firm’s lawyers quoted in a well-known publication also provides another level of credibility to your work.

Building a PR network can be a time-consuming and challenging process. It can be a daunting task to cultivate strong relationships, but after you have taken the time and necessary steps to build them, the press coverage will be worth it.

Create Email Newsletters

You may have heard at some point that email marketing is dead. Despite the heavy emphasis placed on social media marketing by so many companies, in some instances, email marketing is still an effective way to reach your audience. Email newsletters offer a consistent method of spreading company updates and any other information that is relevant to clients that want to hear from you.

Sending email newsletters to your clients will keep your firm in clients’ thoughts the next time they need help. If your firm specializes in multiple practice areas, be sure to properly segment your audience and send relevant, customized newsletters to different segments. Consider integrating with HubSpot and consulting with a HubSpot certified agency.

Clarify your Message

Whenever you are posting content to market your firm, you need to have a clear and consistent message. Ensure that your message conveys and leverages the strengths of your firm, including differentiators. You cannot convince potential clients that you are better than your competitors if you can’t explain what exactly sets you apart.

If your firm has a specialty–real estate law, for instance–focus your content on that practice area. If your message is too broad, it will be challenging to differentiate your firm from competitors in a meaningful way.

Make Networking a Priority

While most marketing strategies emphasize digital content, it is also vital that you spend time networking with other professionals. Joining a networking organization gives you a platform to begin and grow meaningful relationships with like-minded professionals. Creating meaningful relationships is one of the best ways to promote your firm.

Networking groups can offer you the opportunity to filter through different groups. Find one that meets your target market or even one that needs an attorney with your expertise.

Implementing these 5 tips, as well as the 5 tips discussed in our previous post, will help create awareness around your firm and attract more clients in 2020. If you are looking for help with marketing your firm, feel free to get in touch with us.