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Effective Law Firm Marketing

Helen Jackson

Effective Law Firm Marketing | Hitsearch

We want to make sure your legal content marketing strategy is off to a flying start for your firm! That’s why we’ve shared some ideas to help inject your law marketing strategy with some creativity.

3 ideas for your law firm's content marketing strategy

What is marketing in a law firm?

Marketing for a law firm has plenty of crossover with strategy and tactics used in other sectors, but there are factors in this industry that need to be taken into account and key areas to be focused specifically. These include:

  1. The reputation of the law firm – your marketing activity may need to build brand awareness and reinforce clarity about your company and positioning within the market
  2. Lead generation is key, but the quality and pre-qualified nature of these leads is more important than the quantity. How can your marketing efforts work towards generating better quality leads?
  3. Does your law firm specialise in certain areas of law? Getting your experience and expertise across in the right way is a big factor in effective marketing
  4. Elevating the profile of key people within your law firm could make a huge difference. Having the ‘go-to’ person for expert comment on a specific subject within your team can be a great way to raise your overall company profile
  5. Key recruitment – how can your marketing efforts help your law firm become one that the best people want to work for?

What specific challenges are there with law firm marketing?

There are some types of marketing challenges to overcome that are often found in law firm marketing, whether that’s SEO for solicitors or paid media and social marketing, much more so than with most other industries. These may include:

  1. Keeping messaging consistent – both online and offline. This can be difficult for large law firms especially, with marketing teams that might work across different branches and some specialise in either online or offline. Making sure that messaging is kept consistent is vital for giving your marketing efforts the most impactful results
  2. Understanding attribution for your legal business. Working out which touchpoints are contributing to accepted cases (and how much) can be tricky – but it helps you to work out where your efforts should be going in the future
  3. Working out and communicating effectively just why your law firm is different (and better) than the next one. What are your USPs and how can you shout about them?
  4. Balancing the needs of different departments or areas of the business. If your law firm operates in more than one area of law, how should the marketing efforts and budget be split to maximise ROI and give each area what they need to succeed and grow?
  5. Coming up with creative ideas for law firm marketing

Talk with the employees who deal directly with the clients

Taking the time to discuss your colleague’s past experiences with the firm’s clients; what the client wanted, what the most frequent barriers and problems they’ve come across with the client are, and also, what strategy they feel gets the best results from the prospects, is a really worthwhile task when building a picture of your persona. If you don’t bother to discuss their past experiences, you could end up going off on a completely unnecessary tangent and getting further away from your actual target audience.

Talking to your colleagues can also help inspire any new questions you can think to ask your current clients, all this initial groundwork can help you achieve a structured and more focused persona profile creation.

Make sure your content is visually engaging

Users are more likely to interact and engage with content that is visually interesting, it’s as simple as that. Investing in a good quality image provider and/or a design resource for creating infographics and other visual lead content pieces can help bring your firm’s content to life. Aiming to insert an image every 300 words or so, can help break up long pieces of text, encouraging the user to read on until the end.

A lot of mobile users and desktop users quickly scan content in order to consume the points that are most relevant to their needs. To ensure your content is easy to digest, consider using headers when necessary and bullet points in order to break that text up just that little bit more.

Re-purpose your older content

It’s a new year so think ‘new year, old content’ – why old content?! It seems a shame for all that energy and time to have gone into creating a piece that’s just going to show its face a handful of times! So go back through your catalogue of content, is there anything in there you can re-purpose? A great way to re-purpose a large guide, for example, is to copy all the interesting statistics across from the guide and create an infographic. To make use of this infographic further you could include an ‘embed’ code below the graphic, encouraging readers to share it on their own site or blog!

Find Out More About Law Firm Marketing

At Hitsearch, we don’t believe in a one-size-fits-all solution. Our legal digital marketing strategies are always tailored to individual clients and their target audience segments, along with ensuring they tie in with brand values and company ethos. To find out more, why not try a free 15-minute consultation with one of our experts in law firm marketing?

In just 15 minutes, we’ll show you a glimpse of how we can help your business to scale up your marketing and your ROI. Give us a call now on 0800 011 9715 to find out why we’re regarded as a leading digital marketing agency for the legal sector.

You can also sign up to our newsletter to receive regular tips and advice from our expert team on best practice in law firm marketing.

To access any of our extensive free resources for legal marketing, click here


how to understand your potential legal clients

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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