You finally earned the right to call yourself an attorney, and now it is time to learn how to properly market your services. As with any business, you must advertise in some way, shape, or form to help others in your local area know that you are taking on clients. The trouble with advertising is that it can often be an expensive venture, and you may still find roadblocks to attracting a client base. What kind of challenges can you expect as an attorney who is trying to market themselves in today’s world?
The Fierce Competition
When you set out on your own as an attorney, the first thing you learn is that you are competing with a vast number of other legal professionals for clients in your market. Often, this means going up against established legal firms that have the money to advertise through television and in the local media outlets. The sheer ability to match that kind of ad campaign expense is unlikely when you are the new attorney in town. One way to work around this problem is to join a firm that is already established, rather than trying to go it alone. This way, you are not swamped with marketing expenses that are straight out of pocket. Rather, you can leverage the marketing that an already established firm is able to produce to help you hit the ground running.
Writing Ad Copy that Works
One area where attorneys may find it difficult to market is in writing effective ad copy. While attorneys are busy learning to grapple with the law, writing ad copy that appeals to potential clients is not really the highlight of your education goals. Knowing all the little rules for developing good ad copy, such as knowing that personalized calls-to-action have a 42 percent higher conversion rate, are not really a primary piece of your knowledge base. Hiring a person who excels at writing ad copy might help you to learn a few tricks along the way as you start to develop some degree of brand recognition.
While it is true you are great at building a legal defense for a client, you may know next to nothing about developing a website, managing social media marketing campaigns, or a host of other online marketing issues. In these cases, it is best to hire other professionals to help you get your network up and running. Sure, this will be an added expense, but you must consider that most of your clients are going to be searching for you online. Plus, most of your clients are mobile. This means that they will likely be wanting to text or email you, engage with your firm through digital media or want access to a mobile version of your sight. In fact, you may need to set aside some time to become more familiar with some of the newer ways people communicate online today, such as augmenting your website with a much-needed blog to inform the public as to their legal rights or services you are providing to your community through your law practice.
Developing an App
One way to keep your marketing efforts in touch with the modern digital age is to have an app built for your law practice. This app can help you provide legal advice, open two-way communication, and other useful features for your clients. By making your app interesting to use, you may be able to draw a vast number of subscribers who use your app regularly. This will give you access to a huge segment of your local market if you produce a well thought out app for clients in your area.
Give a Little to Gain a Lot
It is a difficult decision for a law practice to give away business in an attempt to reach out to potential clients in the local community. By doing a little free work for a few local clients, you may be able to get these individuals to return the favor by going online and giving you a positive review. Reviews are critical to compelling higher volumes of traffic to your business. Aim to interact with your clients and potential clients as much as you possibly can. One of the most important reasons you should personalize customer interactions is because it works. Customer interactions with personalized calls-to-action have a 42 percent higher conversion rate than those that don’t. If a consumer has interacted with your business before, don’t treat them like a stranger – and this goes for both in-person and digital interactions.
Marketing is a huge concern for most businesses. Marketing a law practice is no exception to this rule. When it comes to why so many businesses fail today, often the problem lies in how a business approached marketing itself. Failure to market the correct way will produce a huge expense for results that are less than stellar. This is why it is important for your law practice to take advantage of both paid and free marketing avenues to ensure that you are able to reach enough clients to keep your law practice operating strong.