Did you know that more than a third of potential clients search online for a lawyer? Or that 96% of people search online for legal advice? As this research suggests, having a legal digital marketing presence is no longer merely a benefit in the legal industry — it's a requirement to grow your client base and attract new leads.
With a great legal marketing plan, studies show a strong online presence can benefit you in several ways by helping you:
To get started, here are our top tips for leveling up your legal brand marketing with a plan that generates results.
The hardest part of any new endeavor is starting it. Here are our top tips for getting started with a legal marketing plan to get you ahead of the game and straight to reaping benefits.
How can you achieve this? By informing the following with what you know about your ideal clients:
So, what is a brand story, and why is it important?
The overall narrative of your brand (that's you or your firm!) evokes emotional reactions. These will consist of defining what makes your firm unique and memorable —your Unique Selling Proposition — and building an original brand story around it to stand out from the crowd. It should be a specific, defensible trait that differentiates your law firm and also something your clients (and you and your partners) care about and support. Your story could be your cause, the reason for becoming a lawyer, or other motivating factors as long as it resonates with customers and places an emotional purpose behind your firm.
Many don't know that while LinkedIn and Facebook can certainly generate positive results, massively popular platforms like TikTok also connect clients with lawyers. Take, for instance, Breyer Law on TikTok, racking up more than 320,000 followers and going viral several times. This attention has brought their firm significantly more brand awareness, visibility, and trust. It has also made those followers (and likely others) feel more connected to them personally.
TikTok is hitting it off so well for many lawyers and firms because video marketing can be a powerful tool. Fortunately, you can leverage this on LinkedIn and Facebook, as well! Create accounts on relevant social media platforms and begin creating content tailored to your audience (with appropriate use of hashtags!) to develop your presence.
Start by curating a targeted email contact list and strategizing the content of your welcome email. Design your future emails to inform and entertain prospects by letting them know of relevant trends,
To get started, do the following:
Having a great website is crucial to the success of Google Ads. The ad's purpose is to get people to click, whereas the site gets them to convert. Helpful and informative sites establish your credibility while helping your company grow.
Audrey Ehrhardt, founder, and CEO of Practice42, once said, "The key is, don't wait. Find a legal marketer who knows your practice area. Get out there and get the results you want." With McClatchy, that will happen! Our expert legal marketing team has vast experience and expertise in the legal industry, its audience, and the best practices for marketing to them.
Reach out to our team to discuss your practice area and what it would look like to start a legal marketing plan with McClatchy.