Gone are the days when a solo attorney or small law firm could open for business and just expect clients to walk in the door—if those days ever even existed in the first place. Today, law firms of all sizes have to compete and actively work to draw in new business. But that doesn’t mean you have to take whatever you can get. Far from it, in fact. With some fine-tuning of your digital legal marketing strategy, you can use the power of the internet to attract not just any client, but the kind of client you want.

If you have been practicing for a decent amount of time, take a look at your books and see what they have to tell you. That is to say, what sort of work and for which type of client was the most efficient or lucrative? Sometimes bread-and-butter work is fine for filling in slow periods or to get to know clients in the hopes of forming a relationship that will lead to bigger work down the road, but oftentimes, that isn’t the kind of work that really keeps the lights on. The stronger your sense of who your ideal client is, the more effective your targeting and marketing can be.

What kind of legal consumer do you want?

The first thing to do is decide what sort of client is ideal for you. If you are a newer attorney or a law firm that hasn’t been in business for very long, the most practical way to do this might be to visualize whom you want to hire you (and hold on to that mental image, because we’re going to explain how to use it later).

 If you have been practicing for a decent amount of time, take a look at your books and see what they have to tell you. That is to say, what sort of work and for which type of client was the most efficient or lucrative? Sometimes bread-and-butter work is fine for filling in slow periods or to get to know clients in the hopes of forming a relationship that will lead to bigger work down the road, but oftentimes, that isn’t the kind of work that really keeps the lights on. The stronger your sense of who your ideal client is, the more effective your targeting and marketing can be.

What kind of legal consumer can you get?

Once you’ve formed a concept of who your ideal client is, think about what sort of client is realistic for the size of your firm, your experience level, and your market. For example, a great many family law attorneys want high net-worth divorce cases, but there are only so many of those to be had and quite a few firms already chasing them. Another example: Many solo attorneys want to cater to the entrepreneur and startup community, but for every Apple or Meta, there are thousands of companies that didn’t make it, so focusing solely on that kind of client might not keep the bills paid. Essentially, take your idea of an ideal client and alter it as needed so that it isn’t an abstract and impossible goal.

How can I target the clients I want?

Once you have a sense of the kind of client you want and have modified that concept as necessary based on what’s realistic, here are four ways to use the power of digital legal marketing to target that client directly:

  • Speak directly to that client: Earlier, we recommended visualizing the kind of client you want. Now, think about what the client probably wants to hear. Keep things in mind like level of technicality or sophistication, emotional state, and your own standards of good taste and professionalism. If you want to defend DUI clients, for example, it might make sense to strike a more aggressive tone in which you emphasize how you will vigorously defend the prospective client’s rights. But if you want to appeal to parents hoping to adopt a child, you will want to come across as compassionate and empathetic—and in neither case will dense legal jargon be a good idea, because it will bore and bewilder rather than impress.
  • Stick to the message: Message discipline is the idea that once you’ve decided what you want to say, you adhere to it with consistency. Apply message discipline to your website copy, any and all printed materials, your social media accounts—basically to any form of written communication. Straying from your messaging creates an opening to lose the right kind of client and draw in one who isn’t as good of a fit.
  • Think about where that client spends time: Meet your ideal client wherever he or she is. Are you an estate planning attorney who focuses on young parents? Because they’re making a very important choice and are unfamiliar with the territory, they probably would welcome informative blog posts. If you are a criminal defense attorney defending clients who are making hiring decisions quickly and in a panicked state, social media and a mobile-adaptive website are absolute musts. Whatever the case may be, don’t think that bar association meetings or legal industry events are good enough. Yes, those can be good ways to generate referrals, but you can’t rely entirely on other lawyers to give you business-sustaining work.
  • Ask for reviews and referrals: Word of mouth is still a very powerful marketing technique. Once you have wrapped up a matter, ask the client if he or she would consider writing a review or referring you to friends and family in the future. Making this part of the process of closing a case is one option, an automated system is another.

Ultimately, your ability to pick clients largely comes down to using the right digital legal marketing tools in the right ways. With some fine-tuning and appropriate tailoring, any law firm can get more of the type of client it wants and fewer of those who aren’t quite right.



Source link

#LawyerMarketing #LawyerSEO #LawFirmMarketing #LawFirmSEO