How to do Law Marketing on a Budget
March 10th, 2017 | By: Walker Advertising | Posted in: Marketing
Law marketing on a budget is how many startup firms begin to grow their business. Before throwing money into various marketing channels, a new firm should create a business plan that incorporates funds for a few traditional and digital marketing channels. These channels may vary for each practice based on geographic location, areas of specialization, and the amount of competition.
In addition to paid marketing efforts there are also many free marketing ideas for law firms to utilize. In the beginning, the best approach is to try various strategies and continue to do what works while doing away with those that do not. Use these free marketing ideas in a way that makes sense for your business and your target client:
Social Media Networking
Platforms like Facebook, Twitter, Instagram, LinkedIn, Reddit, and specialized legal forums are free to use and provide a means to connect directly with a prospect that needs your services. Stay active by sharing relevant links, participating in group conversations, providing answers for inquiries related to your legal field, posting regular updates that answer commonly asked questions, etc. Take advantage of speaking directly to an ideal customer in a professional manner.
The great thing about blogging is that you do not have to be a professional writer, nor post every day. Create a blog section on your corporate website to post about legal topics that are relevant to your practice areas. You can be as creative as you would like in terms of content – give your professional opinion on cases that are currently making headlines, answer FAQ’s that you get on your social media platforms, write about upcoming recruiting or networking events the firm will be participating in, etc. The possibilities are endless. And don’t forget to share your posts across all your social media profiles.
Use keywords and search tags that are relevant to your target customer to get a higher ranking on search engine results pages. SEO is one marketing area that many firms choose to outsource. However, with a little bit of online research there are some simple steps you can take to enhance your SEO until you can afford to include it in your budget.
Publish on Local Publications
Earn added exposure by contributing articles on various legal topics for publications in your area that have both print and online editions. It is a win-win situation because they get free content and you get free marketing.
Create monthly (or weekly) newsletters with information about legal issues that may affect clients. Just be careful not to send email newsletters too frequently as clients may start tagging them as Spam.
Networking is a great way to meet people. Whether you attend law-related events or those geared toward other interests, you will be putting yourself in front of a new group of people who could be ideal clients. At the very least, they may one day refer your business to people within their network.
It does not cost anything to ask satisfied clients to recommend your firm to people they know who may also need your services. Don’t feel shy about asking – it is a common business practice.