The competition between law firms is higher than it ever was. To get more clients, everything becomes a struggle to stay ahead of others. This is not at all easy to do. Every single law firm has to invest in marketing and has to use proper strategies that would be effective on the long run. Whether you promote exact services like car accident attorney in Springfield IL or the entire law firm with all services, you need a good, solid plan.
Everything Starts With The Budget
Before actually talking about effective marketing strategies, it is important to understand that you need to invest as much as needed. Experts usually recommend that around 2.5% of the entire gross revenue is spent on marketing campaigns. If this is not done, you cannot do that much. One of the biggest mistakes made in marketing in general is to try to spend as little as possible. If you want to be ahead of the competition, this does not cut it.
Add Quality Content To The Law Firm Website
Most law firm websites are shallow. They present the services offered, the attorneys and not much else. If you want to stand out of the crowd with your online website, you do this through content. This practically means that you want to add really high quality content. This includes both video and words.
The content created has to be as informative as possible and actually help visitors. Unfortunately, many law firms simply hire freelance writers with really small legal experience. This is not what you should do. A much better approach would be to have someone that is a lawyer and that truly understands the way the internet works to create the content.
Start with written content and then add more, including infographics, videos, social media content and white papers. You should only start doing massive online marketing after you have enough good content on the site.
Only Use Measurable Marketing Strategies
This is really important. If you cannot measure the results of a marketing campaign, it is better not to start it in the first place. Way too many of the law firms have no idea if or why their marketing campaigns succeed. Because of this it is possible that they end up spending way too much money on something that simply does not work.
In order to remain competitive you need to be able to measure as much as possible. This will allow you to simply eliminate what does not work while you can invest most on what really works. As an example, public relations and advertising is so often used. After spending $20,000 on this, do you know if the campaigns worked or not? If not, you might have just lost your money for nothing.
Cultivate Referral Sources
The last thing we have to mention is that most of the business a lawyer gets comes from some referrals. This is definitely great but it will not happen without cultivating this properly. Start with clients and tell them to recommend you if they were happy. Then, look for other sources that can be used, like partners.