If you've been a practicing attorney for a number of years, you're perhaps in a position now where your competitors make you look like every other lawyer out there. You're likely doing very little marketing and continuing to rely on the goodwill of your clients and the old fashioned definition of word-of-mouth-marketing. This situations should be forcing you to look into new marketing techniques to make you stand out in refreshing ways that attract the right clients while proving your expertise. Attorneys using inbound marketing and social media marketing are growing their book of business
It's amazing, though, that some lawyers still don't use social media. Some statistics show 25% of all lawyers don't even use social media for marketing, even if it's increasing exponentially now. While many attorneys use social media for client development, some still use the referral process to obtain new clients.
Nevertheless, social media combined with inbound marketing creates a powerful combination for lawyers today. As a result, you can use inbound marketing tactics to help you get noticed on search engines while also finding a more targeted clientele. At the same time, a proper inbound marketing plan helps you clarify what you really are as a lawyer.
Increasing Clients Through Localization
There isn't any better method of inbound marketing for a lawyer than incorporating localization into blogs or other content. This helps narrow down the clients you need to the city where you practice. Otherwise, when your content goes on search engines, non-localized content only gets seen by a worldwide audience rather than those in the local area.
It's true that blogging is the oldest form of inbound marketing next to email. Still, they both work well for their intended purposes. A blog with optimized keywords pertaining to your location helps narrow down what people search for on Google when they want a particular legal service.
Try to incorporate phrases in your blog posts that mention your legal speciality and the name of your city (plus state).
It's not always easy to incorporate phrases like this in your content, yet it's a little easier in blog posts. Use at least two sentences in your posts that incorporate your location so Google places your localized content at the top of all search results.
Providing Trust in Your Expertise
You may think those seeking lawyers online automatically assume each attorney already has the expertise they're looking for. For your online identity, it's a different universe from the offline world. You need more authenticity so those searching for a lawyer know you're trustworthy at first sight.
At one time, Authorship Markup on Google was the best way to approach this. Through the process, your avatar picture and other information appeared next to all content archived on Google. They've since done away with this service, yet it shouldn't stop you from providing proof of your expertise in all content you write. Indicate your legal education, accreditation, or awards in your bio at the end of all content so search engines pick up the keywords.
Marketing Your Niche
Another key point in getting more clients is honing in on a specific niche for your legal practice. A major mistake with some law firms is that they pass themselves off as experts in one broad practice area, i.e. Litigation. The truth is, most practice areas have any number of sub-categories your firm could be taking advantage of to establish it's niche.
It's best you focus on one specific legal field and stick with it. This sends a message in your marketing that you're more focused on details rather than spreading yourself too thin. This tips doesn't necessarily apply to a law firm as much as it does to the individual lawyers in the firm.
As a result, you can use much of your inbound marketing content to prove your expertise in one legal practice area. Prospective clients appreciate this because you'll have more exclusive information you can provide them in marketing emails, blog posts, and videos. The public wants information they know they won't find anywhere else online. Once you provide it for them, you'll stand out above all other lawyers vying for the same attention in a crowded market.
Contact us here at The Friedman Group, LLC so we can help your law firm reach new clients with personalized inbound marketing and social media techniques.
