Marketing for Lawyers

Why do law firms need a strong marketing strategy?

Is your firm struggling to work out an effective marketing strategy that will help your firm grow? You won’t be alone, but you can do something about that today!

A comprehensive strategy can have a huge positive impact on your firm and help you to reach new clients and grow your business. To achieve this, however, you need to use a combination of different tools. One firm may need a very different combination from another.

What does a marketing strategy involve?

Your marketing strategy might include many elements:

These are just some of the tools that you might use in your marketing strategy. There is no one-size-fits-all strategy here, as the nature of each firm, the demographics of its customer base, the market position and any number of other factors will mean every firm will have its own best solution.

We offer every firm the opportunity to choose its own suite of services, but you can also talk with us to undergo an assessment of your needs. You might, for example, need an overhaul of your website first to help make your other online activity more effective. Or you might need content marketing and SEO to raise awareness of who you are and what you do, especially if you are a new firm.

Using social media

Social media marketing is a good example of how the right strategy may differ between one law firm and another.

For example, if you provide legal services to professionals and firms, social media campaigns would work best for users of LinkedIn.

In another instance, you might provide services such as conveyancing for first time buyers, which would make a social media platform like Facebook useful because it has a wide demography (reflecting the fact that the average first-time buyer is older than used to be the case) and a large usage, meaning you can reach a large and more demographically diverse audience.

Why SEO matters

Search engine optimisation (SEO) is also highly important. This is the process of making your content more likely to appear on the first ranking page of search engines, which is where most searches start and end.

This can include:

  •           Keywords people are likely to search  
  •          The use of backlinks that make content more authoritative
  •          The addition of high-quality images and videos to text
  •          Technical SEO - this is where search engines reward sites that provide a better user experience, such as through having working backlinks, secure codes and being mobile-friendly.

Identifying and attracting the right customers

A central feature of any successful marketing strategy is to target your messages at the right people who will be interested in your services. This means developing a 'buyer persona' of the archetypal customer, somebody whose needs and problems your services can address.

This is based on various features, such as their:

  • Demographics, such as age, gender or ethnicity
  • Their work situation, such as whether they are professionals
  • Most importantly, what their needs are that you can meet

Developing a buyer persona that is representative of your target market will enable you to shape your campaigns, to make sure you are using the most effective tools and aiming the right messages at the right people to help attract them to your firm.  

Why does BeUniqueness offer the best solution?

At BeUniqueness, we recognise that every firm is an individual entity. We work to bring out the unique selling point in every client, helping your firm to grow.