There are many misconceptions when it comes to attorneys—especially when it comes to the ethics and methods surrounding law firm marketing. Most law firms sincerely need and desire to offer their best services to their potential clientele. Nevertheless, this leads to the question of how law firms can then distinguish themselves from the less than ethical counterparts.
When law firms failing to market, it means they are at risk of becoming obscure and/or failing to achieve the kind of growth they’re capable of achieving.
The 3 most common myths about law firms trying to build strong marketing strategies are:
1. All TV ads for law firms are generally shady
Everyone is familiar with those almost creepy, cheap looking commercials that personal injury firms air during the middle of the day or late at night. These types of commercials can convey a sense of unprofessionalism. However, television and online video marketing can be highly effective. Attorneys who create high quality commercials with a sincere script and the right tone are starting to change these stereotypes.
2. Attorneys who market their firms are just preying on the misfortune of others
Potential clients are generally thought of as leads. This belief may seem insensitive because these people are experiencing unfortunate circumstances and need your services, but they need assistance and will get it somewhere. Therefore, at the end of the day, why shouldn’t you be the one to assist them?
3. Marketing is just plain unnecessary and a waste of time
There is some truth to the saying ‘it takes money to make money’. Committing funds and effort to advertising, creating a website or a combination of different strategies can in the long run bring better, more qualified clientele into your firm.
Quick ways to market your law firm effectively
To increase your law firm’s profile, implementing a multi-faceted, targeted approach is essential. This will help you reach your firm’s goals while yielding a good return on investment. You can do this by:
- Examining your competitors’ efforts by researching their marketing efforts can show what techniques work and what don’t. However, make sure you don’t duplicate their practices. Instead, identify what is effective and then tailor that to your target audience.
- Increasing your firm’s visibility by customizing your content to your firm’s niche and general culture. If you try to make your firm into something it isn’t, these marketing attempts can produce cringe-worthy photo, video, and print campaigns. For example, avoid using bold graphics or puns if you’re trying to present a professional image.
- You should strive to develop compelling content, both for attracting new clients and attracting the search engines. Google, Bing, Yahoo and other search engines reward businesses who incorporate informative, high-quality content onto their websites and social media pages.