One of my favorite quotes from lawyer marketing expert Ben Glass is, “No one wakes up and decides to hire a lawyer because he/she would look good on the front lawn.”
He’s absolutely right. People don’t hire lawyers for fun. They hire lawyers because they have a problem. Often, it’s a serious problem. A car accident. A divorce. A criminal charge. Their legal journey probably starts with tragedy. It’s important to keep that in mind when you’re marketing your law firm.
So, how do people find lawyers when they need one?
Most people ask for referrals. They ask friends, family, and colleagues for recommendations.
In fact, according to this report from Clio, 50% of legal consumers find an attorney through referrals.
The rest find lawyers through other means, such as search engines or legal directories.
This means your marketing needs a two-pronged approach:
- Local SEO Optimization
- Referral Marketing
Let’s take a closer look at each of these.
Local SEO Optimization
Local SEO means optimizing your Google Business Profile and your website to capture as much local traffic as possible.
This involves things like:
- Claiming and verifying your Google Business Profile
- Optimizing your profile with relevant keywords and information
- Building citations on other websites
- Creating local content on your website
An SEO company can help with this. But most experienced legal marketers can optimize a Google Business Profile in-house.
Referral Marketing
Referral marketing is a broad term that covers everything from business networking to social media marketing to list nurturing.
Here are a few ideas:
- Build relationships with other professionals. This could include accountants, financial advisors, and real estate agents.
- Stay active on social media. Share valuable content and engage with your audience.
- Nurture your email list. Stay in touch with past clients and potential clients.
- Ask for referrals. Don’t be afraid to ask your satisfied clients for referrals.
Referral marketing should take more time and effort than digital marketing. The personal touch of relationship building can’t be faked with digital marketing.
Focus on Building Relationships
Ultimately, the best way to attract clients is to build relationships.
People want to hire a lawyer they can trust. They want to know that you care about their case.
By focusing on building relationships, you can create a loyal client base that will refer you to their friends and family.
Are you ready to take your law firm’s marketing to the next level?
The Sharp Marketing Mastermind is a comprehensive, monthly marketing director mastermind group designed to empower legal marketers. By joining this exclusive community, you’ll gain access to a wealth of knowledge and resources to elevate your marketing strategies.
Key benefits of joining the Sharp Marketing Mastermind:
- In-depth Insights: Learn firsthand about the cutting-edge marketing strategies I’m currently implementing with Sharp Cookie clients. Gain valuable insights into what’s working and what’s not in the legal industry.
- Actionable How-To Guides: Access a library of step-by-step guides that break down complex digital marketing tactics into easy-to-follow instructions. Learn how to implement these strategies effectively within your own law firm.
- Simplified Digital Marketing News: Stay up-to-date with the latest trends and developments in the digital marketing world. Our “explain like I am five” approach ensures you understand complex concepts without the jargon.
- Personalized Guidance: Receive tailored advice and coaching to address your specific marketing challenges. Our team of experts will work with you to develop customized strategies to achieve your goals.
- Exclusive Community Access: Connect with a network of like-minded legal marketers. Share experiences, collaborate on ideas, and learn from each other’s successes.
By joining the Sharp Marketing Mastermind, you’ll gain the knowledge, tools, and support to elevate your law firm’s marketing efforts and drive sustainable growth.
Click here to learn more about the Sharp Marketing Mastermind.