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Large law firms have big budgets and a marketing staff, but why let them have all the perks and advantages? Your small law firm has unique benefits that large law firms cannot touch, but the obvious challenge is to get your small law firm noticed. Whether your small law firm is just launching, recalibrating after Covid, or simply trying to attract more business, perhaps it is time to try one of these creative marketing ideas for small law firms.
Focus on Local
Most of your clients originate from your own locality, so it makes sense to market your services to a local audience. Try these tips for investing in smart local marketing:
- Claim your listing on Google My Business
- Use local SEO words and long-tail phrases in your content
- Join a local networking group
- Host a meet and greet event
- Get more local citations from area directories
- Sponsor local events
- Volunteer at community celebrations
- Be a guest speaker at a local club or school
- Write a guest post in your community newspaper
- Join a local contest
- Become an expert legal source
Send Handwritten Notes
A handwritten note is rare these days, and will not likely be discarded with the junk mail. Sending a handwritten note can be a thoughtful gesture and a powerful marketing strategy. Your law firm can send a note to congratulate a colleague or client or to thank a client for a recent review or referral. Handwritten notes are one of those small, potent creative marketing ideas for small law firms that may not even be on your competitor’s radar.
Publish an EBook
Handing out business cards is the norm, but offering a book or ebook gives prospects something special. What topics should your ebook include? Before you begin, gather up the typical questions and concerns that plague potential clients. These FAQs offer the perfect material for your ebook; you can answer common questions in depth within your book. Writing an ebook is easier than ever, and you can outsource much of the process.
Pursue Reputation Management
Reputation management is a hot topic, and rightly so. Your law firm’s reputation is one of its most valuable assets. Online mentions, citations, client reviews and testimonials can all make an impact on your law firm’s reputation and bottom line. When people realize they need an attorney, they start looking online, and most read online reviews before looking further into the business. Positive reviews boost trust level, and this is one reason why your law firm needs to build a solid stash of positive reviews. How can you gather more reviews for your law firm?
- Start by offering consistent, high quality, client-centered service.
- Ask each client for a review at the end of a case.
- Include a link to your desired review site in each wrap-up email.
- Thank clients who give a review.
- Respond to every online review.
- Do not ignore negative reviews. Instead, respond to these briefly and graciously.
Maximize Email Marketing
There are new and flashy marketing strategies surfacing constantly, but do not neglect the value of a well-crafted email. Email marketing is inexpensive and reaches its target most of the time. Emails can draw in prospective clients and nudge existing clients for referral possibilities. Start with a compelling headline, and make the email brief and relevant. Consider the following ideas for email marketing:
- Send a regular newsletter that lists updates, new staff members and events for your law firm.
- Offer a “top ten” of common legal myths or other topics of interest, written in listicle or bulleted form.
- Publish cases recently won or articles about your law firm in the news.
- Include client stories and testimonials, with client permission.
- Report your law firm’s community or volunteer work.
- Send seasonal tips, safety updates, or commentary on news stories.
Boost Content Production
Content can be one of the most creative marketing ideas for small law firms. Text articles and blog posts can be highly effective and informative, but you can go beyond this as well. Add photos and infographics, post on social media or consider starting a podcast. From show notes to photo captions, every piece of content is an opportunity to insert keywords and local SEO. If content creation does not fit into your busy schedule, consider hiring a content company that specializes in legal content.
Issue a Press Release
A press release may sound as outdated as a fax machine, but press releases are a powerful way to submit your chosen message to the public. Your law firm can self-publish a press release, or have one written for you. A press release can be an announcement reporting specific information about your law firm or its noteworthy activities. Your law firm can notify the local media, with the hope that someone will want to publish it. But, you do not have to wait to have your press release officially published. You can display it on your website, blog or social media platforms.
Video Marketing for Law Firms
Video marketing is a solid way to attract traffic and reach your marketing goals. Inserting video on your website and blog is an ideal way to inform and raise awareness of your law firm’s brand and expertise. Here are some tips for creating and using law firm videos:
- Keep the videos short, sweet and simple.Talk directly into the camera and smile!
- Record case studies or client testimonials.
- Use interviews of staff to highlight the friendly, expert service you offer.
- Comment on changes in the law or current events in a short, informal video clip.
- Produce recorded tours of your office.
- Record a list of courtroom etiquette tips or common legal misconceptions.
- Start a short video series focusing on a common client concern.
- Hire a legal-focused content company to produce a video on behalf of your law firm.
Social Media Marketing
If your law firm is not already active on social media, this is a great time to begin. Start with one or two platforms where your typical audience has a presence. You can repurpose your blog, website and video content and post it on social media. Social media channels are an ideal place to position your law firm as a thought leader. Thought leaders voice their insightful perspective on current issues that matter to a wide audience. LinkedIn, Twitter and other social platforms are excellent places to share your views to a wide audience.
How Law Quill Can Help
These creative marketing ideas for small law firms can get you started thinking about what would work best for your unique clients. After examining your goals, start with local efforts that can boost your visibility in search results while reaching the clients most likely to hire you. Develop habits such as requesting reviews and providing consistent content that addresses typical client concerns. These creative marketing efforts, combined with your consistent, quality service can move you toward more traffic and a wider audience of potential clients.
We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at support@lawquill.com.
