Law firms are the most common type of professional services business. That means there are a lot of them. But, there are also a lot of law firms that have not leveraged their practice to its full potential.
If you’re in this situation, you aren’t alone. You need to start thinking differently about your practice and how you can use it as a marketing tool.
Here are six ways how to leverage your law firm practice:
1. Think About Your Audience (and how you can convert them into clients)
What is the first thing that comes to mind when you think about your law firm practice? The answer may surprise you.
In a world where technology is changing at a rapid pace, it’s important for attorneys to keep up with new trends and leverage them in their practice.
One of the biggest mistakes attorneys make is that they don’t consider who their audience is before writing content. When it comes to blogging, there are various ways to attract readers such as writing about trending topics or issues that people are talking about on social media and other platforms.
Once you find out what works best for your audience, use it as a starting point to write engaging content that will keep them coming back for more!
2. Become A Content Creator.
Becoming a content creator will help you attract new clients, build your brand, and market your law firm. You can start by creating content about legal topics that interest your readers. Is there a current case or news story that is relevant to your practice area? Does it involve a client the firm has worked with in the past? If so, write about it!
You can also write in-depth articles about industry trends and developments. This can be accomplished through surveys and interviews with industry leaders or fellow attorneys.
Lastly, make an article bout industry conferences and events. Attending these events can be expensive but they can also be extremely beneficial for getting exposure to new clients and networking with other attorneys who share similar interests. Try attending an event even if you don’t have clients attending as well; it’s often easier to meet people at conferences than it is in person because everyone is in a similar situation (i.e., looking for business opportunities).
3 . Build a Reputation.
A big part of being successful as a small business owner is having a strong brand that people recognize and trust. For example, if you want to be known as the best accident attorney in Atlanta, you have to build that reputation.
When people hear your name, they know what to expect from your services. If you want to increase the number of clients that come through your door, make sure that you have a recognizable brand that customers can trust.
Here are ways to do it:
- Create a website that shows off your expertise, experience, and services. Use videos, podcasts, and other multimedia tools to show what you do. Your website should also have contact information so that people can easily reach you.
- Write articles for industry publications or blogs that are read by your target audience. Update these regularly with new information if possible.
- Speak at local industry events or write articles for legal publications like ABA Journal or NALP Bulletin. This can help build up your reputation within the industry as an expert on certain topics and make it easier for potential clients to find out about you through word-of-mouth recommendations from others in their network who may have heard about your work through one of these avenues of communication.
- Get involved with professional organizations like ABA Young Lawyers Division (YLDA) or American Bar Association Young Lawyers Division.
4. Use Social Media To Grow Your Brand & Practice.
Social media is one of the most powerful tools for small businesses today. It gives lawyers the opportunity to reach out to potential clients in new ways, which is why many attorneys use it as part of their marketing strategy. You can create Facebook ads or Twitter campaigns that target specific groups of people in order to get their attention and get them interested in what you’re offering.
You may even want to invest in paid ads on platforms like Facebook or Google if you don’t have much time to spare on building out your own campaigns using free methods such as social media posts and articles written by other influencers. Then you can take advantage of this paid ads opportunity.
5. Have A Strong Website Presence.
Your website is the first place that potential clients will go when they want information about your law firm. When they visit your site, they should be able to get answers to their questions quickly and easily. If they have trouble finding the information they need or if there are too many distractions on the page, then they will leave and look elsewhere for information about your firm.
Make sure your website is easily found online with local SEO (Google Places) listings, Google Maps listings, and other directories like Yelp or Yahoo! Local (which can be integrated into your website).
6. Be Consistent.
In any business, the key to success is consistency. This means keeping up with all the different ways people reach out for information these days: email, social media, online marketing…the list goes on and on!
In the legal field, it’s common for firms to have busy periods and slow periods. If you want to see consistent growth in your practice, then you will need to do some consistent marketing throughout the year.
In order to build a successful law firm practice, you need to be consistent across all of these platforms so that people can recognize your brand and trust that they can count on getting good service from you every time they contact you.
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