Law Firm Marketing Strategy: 12 Tactics for 2022

Law Firm Marketing Strategy: 12 Tactics for 2022

In Business Strategy, Digital Marketing, Marketing Strategy by Flying V GroupLeave a Comment

Reading Time: 8 minutes

Law firms must establish a certain authority in their practice if they wish to attract clients. If you are in this situation, you will need to step up your marketing game. Here are a couple of strategies that you’ll want to try out. 

1. Be Active on Social Media

Nowadays, everything is on social media, so you might want to keep an active profile. Bear in mind that depending on your audience, different age groups may use different platforms. For instance, someone aged 25-34 is more likely to be on Facebook, whereas those aged 18-24 are more likely to be on Instagram.

When creating a social media marketing campaign, you need to focus on consistency, as well as picking the right times to post. 

For instance, if you choose Facebook as your main social media platform, research shows the best time to post is Wednesday. As for the hours, 11 AM is likely to get the most reactions, but also the timeframe between 1AM and 2PM. The middle of the week is most likely to get reactions and interactions.

Still, on Instagram, posts get engagement from Monday till Friday, between 9AM and 4PM usually. Stories are the most popular, as they are very easy to check and usually get the most exposure. A story can be seen on a 5-minute break where you recharge your “batteries.” This makes them very convenient to check out at all times.

2. Create a Good Website

Every reputable law business must have a reliable website. After all, every client searches for companies online nowadays. They are going for websites that look professional but that are also easy to navigate. 

You may have a smart-looking website, but if the client has to go through various hoops in order to make an order, you might end up losing them as they hit the “back” feature.

To be successful, the designmust look both professional and easy to browse through. First impressions are important, so you must use your website as a tactic to “hook” potential clients in. 

Hiring a website designer is one of the first things you should do. However, if you are tight on the budget, with some basic knowledge, you might be able to create a good website as well.

3. Improve Your Local SEO

Most consumers will look up lawyers in their area, so you’ll need to update your local SEO to fit those ranks. For example, a Virginia traffic laws lawyer should use keywords that have to do with the specific laws of Virginia. If you target people from Virginia but your content appeals to the laws of Missouri instead, then your clients may not believe you can handle their problem.

4. Write Blog Posts and Relevant Articles

Most clients want to be informed. For example, they may have a problem that they are looking to resolve. They may be browsing, but they may not know exactly what they have to do. This is why they are looking for professionals who have the knowledge to solve that particular problem for them.

Therefore, by writing content on a blog, you’ll be able to guide them in the right direction, which is potentially a service that you can provide. 

Plus, it proves that you can help them and that you are knowledgeable on the matter. After all, when it comes to the law, people want to hire someone with experience in their case.

5. Create Educational Videos

Educational videos are highly shareable and sought-after. Plus, videos are the most engaging content type. Unlike pictures, your audience will have to stop and interact with your content – which will offer you more exposure. 

When creating educational videos, you can offer anything from webinars to tutorials, service presentations, company presentations, and many more. 

For instance, you may offer a walk-through of what working with your company might involve. You can give them a “virtual tour” that will help them see what you offer.  

People spend one-third of their time watching videos online. This is because, unlike pictures, educational videos give more depth. It’s like watching an actual, moving person. It makes the viewer trust you more, as you are now more than just a picture: you are a human being they can relate to.

6. Advertise Through Google Ads

Pay-Per-Click (PPC) marketing is one of the most efficient ways to market your law firm, as everyone is using Google. By investing in this strategy, you will ensure your link appears at the top of the page.

With PPC ads, you will be able to reach a wider audience than you would have on a normal basis. Not only does it refine your audience, but it also expands it, bringing new traffic to your website. For this tactic to work, you need to use it on other social media platforms as well.

7. Ask Clients for Reviews

Most companies get their clients through word of mouth, but there are also people without contacts that simply look for reviews online. A potential client may be more likely to trust a review left by a past client, rather than just the description of your service and your promises.

8. Create a Solid Mobile Experience

You might have a good website, but unless you make it mobile-friendly, you might not get the traffic that you want. More than half the population prefers to browse the internet via mobile rather than to pull out their laptops. 

With smartphones and other similar devices becoming easier to use, it’s much simpler for the user to look up a service on their mobile, as they are commuting.

This is why you must make sure your website is user-friendly. As Google moved onto a Mobile-First Index, this has become a necessity for every career-person. Unless you respect it, you may be sent at the bottom of the Google pages. Improving mobile experience will ensure that Google recognizes you, which allows you to advertise your law services.

 9. Email Marketing

Email marketing allows you to stay in touch with those who have subscribed to your services. They may not hire your services right away, but as they will frequently receive reliable content from you, they will see you as someone trustworthy. 

To make things easier for you, you may want to use mail automation in order to send your emails. There are multiple programs out there that can track the preferences of your client and send them the right emails – and you don’t have to do anything other than create the main mail.

Once the client gives you their email, they will be placed in a certain category taking into consideration their location, their needs, their queries, and their activity on your website. 

Based on the analytics, the automation will send the right email address to a certain category. For instance, if they sign up or if they place an order, they will receive an automatic greeting message or a confirmation that their email is being processed.

10. Offer Free Consultations

If you want to get your law firm out there, you need to get more clients to use your services. Free consultations may not pay your bills, but they will bring exposure. With this strategy, you may bring in new clients that would have otherwise refused a paid consultation.

11. Consider Influencer Marketing

Influencer marketing is a highly effective strategy nowadays, as you open yourself to a larger list of followers. By having an influencer endorsing your services, you are creating a bond of trust through said influencer to their viewers. It may be a bit expensive, but it’s a good way to get your services out there. 

Don’t be afraid of going for an influencer that has a smaller follower base. For instance, a micro-influencer (an influencer that has a 10,000 and 100,000 follower base) might have a tight-knit bond with their followers – which means that your services are more likely to get noticed. It’s very easy to get lost in the background if you use macro-influencers.

12. Consider Traditional Marketing

You might not think it’s worth it anymore to do your marketing through traditional means, as everything is online nowadays. However, traditional advertising is still popular and effective, and it can bring a few additional benefits.

Traditional marketing can bring you exposure to audiences that may not normally have time to browse the Internet. 

For instance, someone who is working continuously and does not have the time to check their emails or social media may not be able to see your emails or PPC ads. Or perhaps the elderly lady in need of a lawyer for her will might not know how the Internet works.

These categories of people will not see your ad on the Internet but might see it if you place it on a billboard. Plus, no matter how much we rely on technology, we still move around a lot – which means that your billboard is very likely to be seen.

The Bottom Line

There are many tactics for marketing your law firm. You just need to use the right strategies. The more strategies you add to your marketing cocktail, the more coverage you’ll get.


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Robb Fahrion
Robb Fahrion, Partner
Flying V Group

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