The legal field is one of the most competitive spaces out there, but luckily these days law schools are even giving future attorneys a primer in marketing basics. SEO pro Chris Walker even states that some law school courses even touch upon SEO basics. Marketing for lawyers is built upon early, but needs to continue evolving far after the bar exam.
The challenge attorneys often run into tends to fall into one of these situations:
- They’re an independent attorney who may have a paralegal, but is otherwise working alone and struggles to handle a growing case load and be out marketing. Let alone keeping up on latest marketing trends.
- They’re part of a larger firm, but it’s one run by senior partners that, although very experienced as attorneys, sometimes have fallen into the trap of continuing to use only marketing tactics from many years ago and have noticed a sag in new business in recent years. Or at the very least, the firm is healthy but isn’t in a growth state the way it could be.
Advertising and brand-building are pretty common with personal injury attorneys, but less so with other genres of law practice. Many attorneys rely on vast personal networks to get their practices out there, and while word of mouth is a reliable method it simply doesn’t have the reach needed to dominate the space.
Custom, Exclusive Marketing for Law Firms Is Just A Couple Clicks Away.
Let’s get the big and common concerns out of the way straight off.
- We have an exclusivity radius, so when we work with a law firm we won’t be working with their competitors. Maybe this seems like a given (and it should be), but many marketing firms do not offer this.
- We don’t rely on a prepackaged solution that we simply churn and burn. Every engagement involves a thorough examination of our client’s goals and brand, and every marketing plan is specific and immediately actionable.
SpinFrogs has always operating in a boutique style. We have a smaller client list than most marketing firms by design, which ensures we are able to give personalized service while keeping our own costs down. We can then pass that savings, along with cost-saving advice, along to each business we work with.
But because we like to have long term growth partnerships whenever feasible, our process begins with a simple conversation to discuss goals and brand style to see if there’s a good fit for both parties and not simply monetarily.
Biggest Marketing Challenges Law Firms Often Face
Unfocused client targeting. It’s not always as obvious as the age old example of saying “Everyone is a good customer for me!” But pretty often law firms will either be targeting too many groups or will have some clarity about who to go after, but go about the how in a very generic way.
Some smart changes here will often make an immediate difference in both leads and budget. (More income and less wasteful spending.)
Overcoming industry stigma. Both because of the way movies portray attorneys as well as how aggressively some attorneys advertise themselves leads to a common perception that there is a ton of ego in the legal field. A healthy drive to succeed is fine, and in some genres of law customers may even be attracted to the idea of a “shark” lawyer to help them play out some kind of retribution against another party.
However, surveys indicate that people are generally more interested in lawyers with a strong track record of success rather than “being a bulldog”. Put another way, it’s more important to be seen as consistent and highly skilled than aggressive.
Again, though, general perception of lawyers from the public tends to be the latter. It takes work to craft an image of being a law firm that is both reliable and likely to reach desired outcomes, and also relatable to the customer.
It’s not clear what you offer. Much like the medical field, the legal world is full of jargon that pros take for granted. Even despite how often certain terms and phrases are uttered on television shows people watch, it doesn’t build enough familiarity for the average person to feel comfortable reading contracts or even reading about legal matters.
Pair that with the fact that many law firm websites focus on touting themselves over explaining things, and you have a field riddled with confusion. Sometimes you’ll still get leads because a person knows they need an attorney and are referred by a friend or find a website and call, feeling like they had little choice.
But all it takes for a competitor to steal that lead is to be more approachable and more readily understood. It’s a huge missed opportunity.