We all know how vital lawyers, advocates, and legal consultants are for society. Without them, our society would be a mess. Thus, they are an important pillar of society. However, we cannot deny the fact that along with being a service, the legal practice is also a business. And just like every other business, the business of legal practice and consultation also needs marketing to grow. And legal marketing is the term used for legal marketing. If you are a lawyer, and you are unknown to legal marketing, you should consider it for your business. And in case you are a budding lawyer and have just started your practice, we would suggest you use this service to effectively grow your business. But before you consider using this service, it is better if you know everything about this service. So, let’s first discuss in-depth what actually is legal marketing?
What do we mean by professional legal marketing?
You may already know what is marketing and what are the purposes of marketing. And regardless of all the other purposes, the primary purpose of marketing a business is to grow the business and increase its revenue. But unlike all the other fields, in which marketing is applied, professional legal marketing is very different, due to the inclusion of various restrictions put by the regulatory bodies. Like in some countries, the only entities allowed to advertise for marketing of the legal services are Address, Telephone number, Email address, qualification, Business name, registration information, and area of business.
Thus, sometimes the advertisers are not allowed to marketize any career achievements which are essential for effective marketing. This makes the professional marketing of a legal service a very difficult task. But we can use the other strategies to marketize a legal business. Like marketing of the public relations, customer relations and networking of the business which helps in developing fruitful results.
The principles of Legal Marketing
As stated in the previous section, marketing as a legal business or practice is not that easy task. The approaches applied here are quite different from the typical marketing strategy. However, in legal marketing the approach should not be static, focusing only on one kind of customer or client, and a single kind of marketing method. Instead, the approach should be dynamic.
Those days are gone when people used to ask one other for legal advice or legal consultant. Now everyone has easy access to the internet, and the internet has all the answers. Thus, if you want to be easily approached by your customers, you need to provide easier access of your business to your customers. Hence you must have a website. And in the abundance of social medial platforms and social media attraction, it will be better for your business to have at least one official social media handle on some of the major social medial platforms. And with more options like these, you need to develop strategies, tactics, and plans for the legal marketing of your legal business.
The strategies should be built for long-term sustainability and effectiveness. Whereas, the tactics should be applied for short-term goals. But all and all, you should have a goal or goals in your mind, the things you want to achieve from your legal marketing campaign.
However, let us remind you that marketing is never-ending activity and it will go on till you want your business running effectively. But there will be times when you have to change your tactics, strategies, and plans as well according to the evolving marketing styles.
What are the steps for effective legal marketing?
There are some steps you need to follow in order to build an effective marketing legal business. The foremost step of this campaign is that you need to make your business a brand first. The other important steps of your marketing campaign will be building client personas, an effective marketing funnel for your business, and of course, a strong website. And here onwards, you can add features to your campaign.
Branding of your law firm
This is the foremost, and most important part for not only your marketing campaign but also for your business as well. Your law firm brand should represent everything you want to convey to your audience or your customers. Your brand is the voice for your legal business. Thus, your brand name and your brand representation should include everything about you and your business, like how you want to help your clients, what kind of trust and relationship you want to build with your clients. And in addition to all this, you should also keep in mind that your brand will be a constant representation of your ideas for a long time. Thus, you have to design and name your brand according to that. Do you remember “better call saul” from the series breaking bad?
The primary purpose of forming a brand is that people should easily recognize and remember you, your company, and your business. Thus, your brand shall aptly represent your ideas, practice area, and personality.
Once you have built your brand, the next step is looking for ideal or potential clients. So, the client persona represents the same thing, you have to look for potential clients for your business, who you certainly know won’t say no to your services. And it will be better if you’ll develop a client persona for each of the services you are going to provide. It will be better for you if the clients you are targeting themselves become your marketing tools. This means they themselves suggest you and your services to the people they know. Hence, you shall give a lot of thought while thinking name for the client persona.
The legal marketing funnels
This is something you might not be aware of, or maybe you are if you know about online marketing. There are three stages of a marketing funnel which are awareness stage, consideration stage, and decision stage.
In the awareness stage, your potential client will look for the kinds of legal services you are providing. They may search online regarding the issue, they are having.
In the consideration stage, they will read about you and the services you provide.
And based on the kind of information you are providing to them or the kind of interaction they had with you they will make their decision that whether they should choose your services or not.
Thus, it is essential to design such a legal marketing funnel that everyone searching for the kind of services you provide should only consider your services.
As we stated earlier, an official website for any business is vital these days. Most people may never know or not even believe that you are real if you don’t have a website. Thus, you have to design an effective, interactive, fast, and easy-to-use website for your legal business. And it is a part of your legal marketing business as well. Use the website to tell your story through the about us page. Tell people what influenced you to become a lawyer or start the legal practice, and how you can help them. You can also increase the traffic on your website of your potential customers by posting regular or timely blogs and articles which are useful to them. These same steps are also effective in local business marketing.
What’s the best solution you have?
We know you have a legal business and you are a lawyer, not a marketer. But you should not compromise your legal marketing anyway. Thus, we have a perfect solution for you and that is Scorpion. They will provide you with the perfect marketing you need to for your legal business.